Trends

For the team at agency Grow, managing talent within the experiential marketing landscape today is about finding people who are “exceptionally versatile.” In fact, it’s a guiding principle of the team’s hiring strategy. By leaning into creative roles and creative problem-solving skill sets, Anna Hogan, vp-accounts and strategy at Grow, says new hires are better […]

Practically everyone on Earth likes ice cream. (If you don’t, feel free to close this tab and reevaluate your tastes.) But for advertisers, reaching “practically everyone” is a challenge. It’s the classic “my customer is anyone with a mouth” conundrum. According to Rachel Jaiven, head of marketing at Häagen-Dazs, its audience is anyone who loves […]

Not every agency can say it grew out of a party, but that’s exactly where POPLIFE planted its roots 25 years ago when founder Aramis Lorie created a platform in Miami for emerging artists to perform. The platform took shape into nightlife venues bringing on Jake Jefferson, and soon the team evolved  the mission into […]

Enterprise B2B marketers are now emphasizing revenue-focused KPIs over vanity metrics such as clickthrough rates and lead volume, according to a study from B2B marketing specialist 2X and management consultancy Avasant.

The CMO at Roc Skincare shares how a 10-person study validating its eye cream works as a marketing tool in tandem with its clinical studies.   “Clinically proven” is a staple tagline for skincare brand Roc. The words are prominently display on its logo and thus all of its products. The brand claims that third-party […]

The scene: Sitting on a large wicker sofa 30 feet from the Mediterranean Sea drinking Perrier in the Riviera sunshine and talking to the chief marketing officer of a bank about generative AI, synthetic audiences and creative optimization. That’s how one rolls in Cannes. But rolling back the clock to 2023, which is when Michael […]

Premium nonalcohol beer brand Bero, which is co-founded by ‘Spider-man’ actor Tom Holland, is using a paid membership model to help drive repeat purchases.  Bero is untapping a niche for itself: premium nonalcoholic beer.   The brand launched in October 2024 with actor Tom Holland as the co-founder. Bero is targeting affluent consumers who are transitioning […]

It’s an all-too-familiar feeling for tech industry employees: You’re done with work and watching TV when suddenly a commercial comes on for the same B2B vendor you’ve been getting ads for at the office (or, at least, on a different computer screen in your home). Increasingly, you have LinkedIn to thank for that experience. Last […]

Previously, by February, LGBTQ media and influencers would have been setting up marketing campaigns for Pride month. In recent years, this planning was postponed by a month or two, since the immediacy of digital marketing allows for quicker activation. In 2025, however, the outreach never came. LGBTQ media often operates in the red for much […]

Bombay Sapphire’s brand director Jamie Keller details the campaigns and sponsorships the brand is using to ignite sales on the under-consumed spirit.  Bombay Sapphire’s brand director Jamie Keller is working to “break the taste barrier” for gin in the U.S. Although growing in market share, gin only captures 3% of the spirit market  in the […]