Our story
Most brands are getting it wrong. According to The Wasserman Collective, though women control 85% of consumer purchases, 49% feel brands don’t understand them.
She’s tired of seeing the same playbook. Brands are stuck...
Marketing to who they think she is, not who she actually is. Creating campaigns for her ideal self (the perfectly curated Instagram version) instead of her real self: messy, multifaceted, beautifully imperfect.
Chasing trends instead of owning whitespace. Reacting to viral moments and competitor moves instead of proactively finding the cultural territory only they can own.
Being performative instead of authentic. Churning out generic empowerment campaigns and transactional partnerships instead of taking a consistent, differentiated POV.
The result: She sees through it. And she chooses brands that get her.
Next Play Creative exists to help you bridge this understanding gap and harness today’s most powerful economic force.
Our philosophy is simple: Soul is strategy. In increasingly competitive markets and a world of superficial clicks, your brand’s soul is what endures. We help you discover it, define it, and bring it to life in ways that transform your relationship with her from vendor to teammate.
Meet our founder
I’m Lauren Gilbert, founder of Next Play Creative.
I’ve always envisioned myself as a playmaker in the big moments. It started on the field as a young athlete, and it’s a philosophy I still champion today. As a professional athlete, marketing strategist, and now founder, the Next Play mindset is my universal superpower across endeavors. Now I’m here to share that mindset with brands ready to own theirs.
Having spent several years on the brand and consumer research sides of marketing (with Under Armour and Athleta) as well as time with a personal branding agency, I have a tremendous feel for what motivates women as consumers. I also still enjoy competing in the Women’s Lacrosse League, which gives me another view into my peers and our collective consumer behavior. Our journey as women is evolving in real time.
Along with data, all of this helps instruct the knowledge that I am so eager to impart to brands seeking to grow their share of the market and to better reach us. We’re incredibly dynamic, with unprecedented influence over culture and conversation. As an insider, I see an opportunity for brands to communicate with us more authentically, reflecting our lived realities in a way that inspires deep connection and unwavering loyalty.
When you can string together a series of great plays, you tell a compelling story. I’m here to help you do just that.
Learn more about me and how I operate as a leader through my journey as two-year captain of Northwestern Lacrosse:
Contact us
Ready to make your Next Play? Fill out some info and we will be in touch shortly. We can’t wait to hear from you!