The Latest

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  TikTok, MLB tap into growing baseball fandom with expanded content tie-up

  The duo is deepening an existing global partnership to offer exclusive content, greater creator access and a player engagement initiative.

  Social Media

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  Will Gap’s new loyalty program meet the moment?

  Special perks are not enough anymore, especially for a brand attempting to regain a place in the cultural conversation.

  Brand Strategy

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  Kayak pokes fun at millennial travel anxiety in new brand platform

  The travel search engine is shifting the focus from the destination to the anxiety of planning a trip.

  Brand Strategy

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  Philadelphia’s new brand platform positions cream cheese as kitchen staple

  “Really Philly Good” introduces a new brand character, Phillyboy, and spans linear, streaming and connected TV, YouTube, social and creator tie-ups.

  Brand Strategy

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  What BodyArmor’s NCAA deal means for Coca-Cola’s hydration portfolio

  CMO Tom Gargiulo explains how the sport drink’s refreshed “Choose Better” campaign will be activated around the March Madness tournament.

  Brand Strategy

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  IHOP promotes pancakes with low-tech aesthetics, experiential play

  In a tie-up with musician Mr. Fantasy, the chain is plastering high-traffic areas with old-school flyers reminiscent of the early internet aesthetic. 

  Brand Strategy

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  Olaplex links with ‘SNL’ star to blend science, style and humor in new ads

  Chloe Fineman serves as Chief Hair Officer for “Science Never Looked So Good,” a campaign that promotes the hair care brand’s bond repair treatment.

  Brand Strategy

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  Axe addresses fragrance overuse with new campaign, spray tech

  “The History of Overdoing It” uses humor — and a stuffy academic narrator — to implore young men to take a subtler approach to fragrance. 

  Brand Strategy

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  The fractured, fragile US consumer

  There are various reasons why spending in the U.S. remains strong despite low consumer confidence, and it’s not just about having higher incomes.

  Data/Analytics

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  Waterloo Sparkling Water names Dentsu Creative social AOR as brand expands

  The nearly 10-year-old beverage marketer is looking to social as a national awareness driver and prioritizing quality interaction over content volume.

  Brand Strategy

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  Gartner: CMOs want AI transformation, but few are upgrading their skills

  By 2027, lack of AI literacy could be a top-three reason CMOs are replaced, yet a fifth of marketers don’t feel a need to meaningfully update their skills.

  Brand Strategy

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  Walmart raked in $6.4B from ads last year. Execs see plenty runway ahead.

  Marketplace offerings and Vizio provide additional U.S. growth opportunities while recent structural changes are meant to support global expansion.

  Data/Analytics

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  Microdrama apps stand out on mobile: Here’s what the numbers say

  Last year, mobile users spent 5.78 billion more hours on short drama apps compared to the previous year, according to Sensor Tower data.

  Data/Analytics

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  Dentsu Entertainment, Iconic Arts partner to create brand-oriented IP

  The companies will help brands develop original IP tied to culture, with a focus on anime and serialized entertainment.

  Agencies

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  Loyal customers think brands place more value on new shoppers, survey finds

  Customers want brands to recognize them as loyal customers, and they’re looking for more than discounts or rewards, according to EY’s Patricia Camden.

  Data/Analytics

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  Depop touts ability to support consumer incomes with ‘Depoponomics’

  A 30-second spot set to the song “Millionaire” by Kelis, who makes a cameo in the ad, is accompanied by a Depop shop curated by the R&B icon.

  Mobile

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  Zillow links with World of Warcraft to showcase in-game homes

  Zillow for Warcraft includes a custom microsite featuring a number of player-favorite housing creations and will be supported by a co-branded campaign.

  Brand Strategy

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  PepsiCo’s first creator-led product launch reimagines chips for Gen Z

  The CPG giant teamed with Madison Beer, iShowSpeed and Dude Perfect on products meant to shrink the distance between creators, culture and checkout.

  Brand Strategy

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  Butterball names Carmichael Lynch AOR in reach for year-round relevancy

  The poultry brand known for its Thanksgiving turkeys is hoping to maintain relevancy outside of the holiday season.

  Agencies

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  Omnicom plans to reduce labor costs by $1B following IPG acquisition

  The figure, larger than previous overall cost-savings targets stemming from the deal, will be realized by reducing duplicative roles, offshoring and outsourcing.

  Agencies

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  Frosted Flakes remixes ‘90s jingle to reintroduce Tony the Tiger

  The cereal brand partnered with rap artist JID for a fresh take on its “Hey Tony” jingle as it looks to grow loyalty with a new generation.

  Brand Strategy

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  Deep Dive

  How QSRs are building on value marketing with pop culture, nostalgia

  Fast food marketers including McDonald’s, Burger King and Wendy’s will have to move beyond price-point value to drive sales and traffic.

  Brand Strategy

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  How Hefty is unifying its brand portfolio marketing with John Cena

  Created with McCann, the “Strong Choice” campaign builds on a 10-year relationship with the actor and retired wrestler.

  Brand Strategy

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  PepsiCo’s CMO on how its Super Bowl strategy informs 2026 growth plans

  Chief Consumer and Marketing Officer Jane Wakely explains how efforts by Lay’s, Pepsi Zero Sugar and Poppi extend beyond the big game.

  Brand Strategy

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  Folgers mixes iconic jingle with ‘wake up’ songs from across years, genres

  The J.M. Smucker coffee brand is trying to reach new generations of consumers as it looks to change perceptions.

  Brand Strategy

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