Ariane Murphy ⚡️

Maternity has a funny way of resetting your perspective on work, on pace, on what actually matters For me, both times it's made me realise I love what I do (and who I get to do life with). Feeling pretty lucky about that. A few weeks ago, I stepped back into the CMO seat at @Flight3official and I couldn’t be more excited about what’s ahead At the end of the month the agency turns 5 (wild!!) That's 5 years of building in the most chaotic, creative, unpredictable industry there is. It feels like the perfect moment to pause and reflect on what we’ve learned and where we want to take things next. The next chapter for Flight3 marketing will be about more signal. We’re doubling down on what we believe the industry actually needs from agencies: • real operator insights and frameworks • better content (higher video prod value & new channels i.e. email) • showing you more of the team & how they think • intimate events where connections and value are real If the last five years were about building the agency… the next five are about levelling up ✈️ I will be at Paris Blockchain Week next week with the boys @HarryHorsfall_ and @JolyOnChain, running an awesome video content activation which has had a pretty crazy response. Should be a fun one. More on that soon. Anyways, it just feels good to be back.

Brands aren’t competing with other brands anymore. They’re competing with Netflix, memes, breaking news, creator drama, group chats, podcasts and the rest of the internet. Recently, @Dyl_Morrow sat down with @arianemurphy_ to unpack why brands need to stop thinking in posts and start thinking in formats. Because media companies don’t build one-off content. They build reasons to come back. Name it. Frame it. Repeat it. Make people know what they’re tuning in for. That’s how brands start building actual attention.

@Dyl_Morrow Get lost or rise to the top

You're not a brand, you're a media company who forgot to act line one! We talk about this a lot. We study this a lot. @arianemurphy_ shared a great post on this recently, and it hit the exact point. The brands winning attention right now are acting less like advertisers and more like media companies. @CHANEL . @coinbase . @squarespace . @newbalance. @Revolut. They’re not just “posting content.” They’re building worlds people want to stop inside for 10 seconds. That’s the game now. Your content sits between creator drama, breaking news, memes, podcasts, AI slop, sports clips, and someone’s holiday dump. So “good enough” brand content gets buried. What cuts through is work with a pulse. A clear point of view. A repeatable format. A reason to feel something. A reason to come back. The middle is disappearing. The brands that understand that will start looking a lot more like media companies than marketing departments.

5 years. A lot learned. We asked the team: what’s one truth about building a brand in crypto? Here’s what came up 👇

@HarryHorsfall_ Slowly then suddenly we turned 5

@Flight3official @ParisBlockWeek 🫶

@arianemurphy_ @ParisBlockWeek What a way to get back into action

Everyone saying TradFi is coming is completely wrong. @ParisBlockWeek 2026 was proof that they are already here. We had the privilege of telling the story in real time 👇🇫🇷

@mywebacy @ParisBlockWeek @Flight3official pleasure having you guys at our flight3 Media House!

Our head of risk and institutional partnerships in the hot seat at @ParisBlockWeek ! Thanks @Flight3official for having us 🎤

@clairekart lmaoo

POV: you’re over 40 and still working in crypto

@NetworkNoya @baseapp @Flight3official @ParisBlockWeek it was an absolute pleasure

🔵Proud to announce our new mini-app on @baseapp Access data, execution, and analytics across DeFi and prediction markets in one seamless interface, with even more MCP integrations going live tomorrow. We also joined @Flight3official at @ParisBlockWeek for a conversation on what we are building 🎙️ Check it out below 👇

@lavanetxyz @Flight3official @84Neukr A very exciting project, congrats on the partnership @84Neukr @HypernativeLabs 👏

Reliability is easy to ignore until access breaks when it matters most. In this interview with @flight3official, Head of Lava Foundation @84Neukr breaks down: • Why Reliability is critical for blockchain access • How Lava routed around a major outage • Why the partnership with @HypernativeLabs matters for institutional infrastructure Watch below 🌋 Timestamps 00:00 Intro 00:31 Why is reliability important for blockchain? 01:16 Previous outage that could have been prevented by Lava 02:02 Partnership with Hypernative

@JolyOnChain lmaooo (i might be...)

@arianemurphy_ You’re probably still interviewing ppl on the beach 😅🥹💆🏼‍♀️

Work hard, rest harder

@JolyOnChain que pinta tiene esa paella

Forget touching grass Hit paellea in València with 20 people on a Sunday Vamos 🇪🇸🇪🇸

@Mike_nike7 @ParisBlockWeek @HarryHorsfall_ @JolyOnChain I think the girl on the right has the best jump… just sayin 👀

@arianemurphy_ @ParisBlockWeek @HarryHorsfall_ @JolyOnChain lol this is the best PBW content ive seen. who won

Proof that we ended @ParisBlockWeek on a high Who’s got the best jump? Reply below

@JolyOnChain @xapobankapp @ParisBlockWeek I do like Revolut.. but I’ll be giving xapo a try now 👀

What's missing for you to switch from Revolut? Whilst at the @xapobankapp Brunch yesterday for @ParisBlockWeek, something dawned on me > The team is incredibly on point with XP from Goldman, Citi and many more > Features are getting shipped at scale > Great track record - est 2013 > Sponsoring @AVFCOfficial (Sorry @matchain_io & @PSG_inside) Tell me in the comments what I’m missing, I have impaired vision and still can’t see anything missing

@JolyOnChain 🥹 oh la la Made my day

this is the feeling when you see your CMO again after 6 months off having her second baby pure joy. like genuinely wish you could bottle it and give it to every founder building a team welcoming a star back hits different what makes @arianemurphy_ a game changer: > gets things done. like actually done > kind but says it straight > zero ego, all output if you want next level social content at @ParisBlockWeek come find us at the media house tomorrow or DM me also what did i miss. what actually makes a world class teammate?