How Kellanova’s clean room is improving targeting and lifting sales

The CPG marketer reworked creative and media plans to help turn around Special K in the U.K. and is using the same approach for brands like Pringles.

By Chris Kelly • April 3, 2025

Aquila shares progress report as it works to fix cross-media measurement

Executives from the ANA-owned entity and Unilever discussed what’s next for the platform and named Comscore a new TV partner at an ARF event. 

By Chris Kelly • March 31, 2025

Heineken taps WPP’s AI muscle to strengthen below-the-line marketing

A partnership focused on areas like in-bar, retail and sponsorship activities will lean on the artificial intelligence-powered operating system WPP Open.

By Peter Adams • March 31, 2025

Adobe’s latest integration shows a path forward for cookieless campaigns

In a test, ad-tech company Utiq's ID delivered over 90% of impressions in non-Chrome browsers. 

By Aaron Baar • March 31, 2025

Global ad spending expectations sink on trade war uncertainty: WARC

The firm cut its outlook for the next two years by nearly $20 billion as categories like automotive, retail and technology face tariff chaos.  

By Peter Adams • March 27, 2025

JCPenney embraces social-first marketing with VaynerMedia hire

The department store chain will take advantage of services like a social influencer seeding offering intended to boost relevance.

By Peter Adams • March 25, 2025

IAB: AI adoption for campaigns lags amid data, transparency concerns

While half of the agencies, publishers and brands that haven’t fully integrated AI across their campaigns expect to do so by 2026, most lack a road map.

By Aaron Baar • March 24, 2025

Why 2025 will be the year for ‘fill-in-the-blank’ media networks

Organizations in industries as varied as software or travel have or are planning to launch ad networks, and many more will follow, said Upwave’s Chris Kelly.

By Chris Kelly • March 20, 2025

How Nature’s Sunshine cuts through ‘label candy’ in the supplement space

The pioneering purveyor of herbal supplements relied on agency partner Crispin to create its first integrated brand platform.

By Chris Kelly • March 19, 2025

Publicis integrates Adobe’s generative AI to scale up personalized content

The companies will combine creative and generative APIs with the AI-powered intelligent system that unifies the holding company’s proprietary data.

By Chris Kelly • March 18, 2025

Publicis’ Coke media account win could be landing at just the right time

Activity in the prebiotic soda space is primed to ramp up as Coke promotes its first offering in the category and PepsiCo acquires Poppi.

By Peter Adams • March 17, 2025

Wonder bets on media network with Tastemade acquisition

The owner of Blue Apron and Grubhub gains a creative studio and CTV know-how in Tastemade as it looks to ramp up ad programs for brands.

By Aaron Baar • March 17, 2025

Amazon shores up stronger CTV position with Complete TV solution

The new tool utilizes Amazon’s real-time data insights to maximize a campaign’s reach and frequency across linear and streaming channels.

By Aaron Baar • March 10, 2025

What Coca-Cola has learned on its generative AI journey so far

Pratik Thakar, head of generative AI for The Coca-Cola Company, explains how the beverage giant is applying the tech throughout its organization.

By Chris Kelly • March 10, 2025

Campaign Trail: How Hollywood stunt pros pulled off an Oscars ad stunt

Samsung, L’Oréal and Carnival were among the brands featured in ads created by Disney Advertising, Kimmelot and Maximum Effort.

By Chris Kelly • March 7, 2025

Publicis acquires Lotame to fortify data-driven marketing position

The deal, which will see Lotame positioned within Epsilon, gives Publicis a view into nearly 4 billion consumers, or 91% of internet-connected adults.

By Peter Adams • March 6, 2025

How Walmart Connect is growing the ‘connective tissue’ of retail media

The launch of its Display Advertising API gives brands more opportunities to bridge the gap between offsite and paid search ads to drive performance.

By Chris Kelly • March 5, 2025

R/GA goes indie, pivots to ‘new age’ marked by AI, consolidation

IPG sold the shop to private equity firm Truelink, which will spend at least $50 million to support investment in generative artificial intelligence.

By Chris Kelly • March 3, 2025

WPP strikes cautious note as macroeconomic uncertainty intensifies

Organic revenue declines were steeper than expected in 2024 amid weakness in markets like China and the loss of some major accounts.

By Peter Adams • March 3, 2025

Disney, Paramount link with VideoAmp’s new cross-screen planning tool

VXP will help marketers reach and track audiences across linear TV from more than 40 million homes and 65 million devices.

By Aaron Baar • March 3, 2025

IHOP in-houses creative as part of bid to return to cultural relevance

The diner chain is also in-housing social duties under new marketing leadership after previously working with The Brand Amp. 

By Peter Adams • Feb. 26, 2025

Mark Penn on Stagwell’s challenger status as Omnicom-IPG merger looms

The chairman and CEO discussed the company’s approach to mergers and acquisitions, data and artificial intelligence at an adland inflection point.

By Chris Kelly • Feb. 24, 2025

The ultimate creative snack pack: in-house and external agencies

Combining agency experience with in-house expertise for the best of both worlds.

By Lani Chevlin and Molly Alesi, Senior Directors of Account Management - PepsiCo Foods US • Feb. 24, 2025

Adobe secures data collaborations between brands, publishers with new tool

Warner Bros. Discovery is the latest publisher to integrate with an offering that has been piloted by Coca-Cola and GroupM’s Wavemaker.

By Chris Kelly • Feb. 20, 2025

Welch’s CMO on shaking off staid marketing, embracing experiential

Scott Utke, who says Welch’s previously underspent on marketing, has led an ambitious rebrand and is in the midst of retooling its agency roster. 

By Peter Adams • Feb. 12, 2025