Ferrero plans largest marketing commitment to date for World Cup push

The confectionery giant’s “Go All In” promotion includes a QR code-based giveaway, influencer tie-ups and a partnership with football legend Tom Brady.

Nearly $100B in global ad growth at risk if energy crisis persists: WARC

Assuming a worst-case scenario, 4.2 percentage points of expected growth could be erased in 2026 as marketers struggle to preserve thin margins. 

TikTok pitches advertisers on bold new chapter under US joint venture

The U.S. ownership transition has had its hiccups, but the app used the NewFronts to argue it is more secure, creative and independent than ever.

Apple rolls out ads for Maps as advertising revenue grows

As ad revenue’s importance grows for the tech giant, it will enable brands to target consumers using Maps’ search function and via Suggested Places.

Unilever taps influencer agency for food biz as potential spinoff looms

Samy is tasked with developing a global influencer strategy for the CPG giant’s food business, which Unilever is in talks to sell to McCormick & Co.

How CTV advertising prepped for next-gen reinvention at NewFronts

Samsung, Comcast and Tubi rolled out measurement and AI innovations, plus deals with Amazon, at the IAB’s annual showcase for brands and agencies.

Walmart, Vizio outline strategy for tying CTV ads to retail outcomes

At their first unified NewFronts presentation, the companies underscored their ability to engage audiences not reached by linear TV buys.

Ford strengthens MLB ties through exclusive, multiyear partnership

The brand will serve as the official automaker of the league, a move that arrives on the heels of MLB achieving record sponsorship revenue.

Martin Sorrell’s outlook on AI, media transparency and agency upheaval

The S4 Capital founder and executive chairman sounds off on the Publicis-Trade Desk spat, the “brutality” of Omnicom’s IPG takeover and more.

5 ways advertisers can optimize women’s sports investments

New research from WPP Media highlights the unique qualities of women’s sports viewers and how athlete-led creative can improve brand outcomes.

Sprite reasserts cultural bona fides with global platform, brand refresh

To engage Gen Z, “It’s That Fresh” utilizes creator-first social amplification and retail programming.

How Coca-Cola embraces a challenger mindset to market Mr. Pibb

The brand enlisted NBA legend Scottie Pippen in a campaign created by WPP Open X, led by Majority and amplified by Havas, Publicis and Zeno.

Hispanic consumers and mobile in-game ads: Here’s what the numbers say

In-games ads have a higher brand recall rate among Hispanic consumers than Instagram ads, per Portal Latino research.

‘Dumb is hard to replicate’: How Garage Beer wins with content, community

Chief Creative Officer Corey Smale explains how the brand is authentically connecting with fans through absurd humor and crazy stunts.

How Crumbl leveraged CTV to drive mobile app downloads

The cookie bakery chain saw over 16,000 app downloads, 213% more than its original target, as a result of its first connected TV campaign.

Colgate aims for stressed millennials with campaign about resilience

“Your Smile Is Your Strength” includes tie-ups with over 30 content creators and a partnership with mental health app Calm for meditation content.

Principal media buying: How marketers can safeguard themselves, per ANA

The practice, wherein agencies both buy and resell media to clients, is proliferating despite many marketers lacking concrete governance guidelines. 

Coca-Cola’s CMO on hyper-personalizing marketing around the World Cup

Shakir Moin explains how the soda giant is using the global opportunity to demonstrate its “de-averaging at scale” principle in action.

TikTok, Tubi start creator program to bring social stars to streaming

TikTok will identify the right talent for Creatorverse Incubator while Tubi will support the development of scripted and unscripted original series. 

How Kraft Heinz’s NFL deal could help the marketer get back on track

The five-year partnership comes as the CPG giant recently paused plans to split its condiment and grocery businesses.

Lands’ End names first CMO in nearly a decade amid turnaround push

The appointment of Sarah Sylvester, who most recently led marketing for Victoria’s Secret, represents a renewed focus by the retailer on brand building.

Patrón ties spirits to filmmaking craft in ads led by Guillermo del Toro

While del Toro has collaborated with the Bacardi-owned tequila maker before, “The Perfect Pour” campaign marks the first time he has directed a TV ad.

Sprite reclaims NBA soft drink sponsorship in blow to PepsiCo’s Starry

Starry held the title effectively since its launch in 2023 while Sprite has stayed active in basketball culture, including through “Obey Your Thirst.”

Why JCPenney’s spring campaign bowed with a Paris, Texas, fashion show

Marisa Thalberg, chief customer and marketing officer at parent Catalyst Brands, discusses how a recent campaign plays off previous social-first efforts.

Beverage marketer sees cost savings with agentic media-buying test

Completed with PubMatic and Butler/Till, the campaign’s fully automated media buying and optimization process reduced buy-side costs by 5.5x.