Marketing

At a recent industry event, an executive described a meeting with a major distribution platform. The platform had agreed to share audience data. When the meeting finally happened, they arrived with a printout. They wouldn’t let anyone keep it.  That anecdote captures something important about the current moment in free ad-supported TV (FAST): the gap […]

Ad-ding Up The Earth will keep turning on its axis, The Simpsons will keep putting out new episodes and advertisers will keep on spending. These are all immutable truths. On Thursday, the IAB released an update to its yearly outlook, forecasting 12.3% growth in ad spend this year. Back in January, it predicted only 9.5%

Beverage giant Molson Coors is overhauling how its legal and marketing teams work with creators, shifting from its traditional TV-style approval process in favor of faster, looser briefs. The company began working on the new approach in March, along with its creative agency Movers+Shakers’ new consultancy group The Shake Squad. Since then Molson Coors says

Yes, more thoughts on what it means, or doesn’t, that Publicis walked away from competing for Coca-Cola’s media dollars to grab PepsiCo’s instead. But in my defense, it felt right to wait until the hot takes, livestreams and articles on the fallout died down a bit. If you’ve got the stomach for more, read on

The CMO was once a true partner to the CEO, grounded in a shared language of customers, margins and growth. That alignment ensured marketing had a permanent voice in the room where budgets were set and strategic bets were made. This was the era when figures like David Ogilvy were not just advertising leaders, but

Omnicom’s CFO is still trying to get his head around what went wrong. It’s been a little over a week since the holdco lost one of its longest running clients to Publicis. He called the loss “disappointing” and “unfortunate.” Now, he and the rest of the C-suite are doing a post-mortem to figure out why

Product launches typically require a host of marketing activities from social posts to email graphics and website banners to ads. Relying on one visual for a campaign is not unusual, but using multiple assets can be challenging in trying to maintain a consistent brand identity.  To ensure a campaign’s content and each asset is coherent,

The livestreaming commentary feature allows for real-time reactions to broadcasts, with viewers able to see the combined videos from any device.

AI is transforming how the pharma industry approaches drug development. On average, the industry invests $2.6 billion to bring a new treatment to market, taking 12 to 15 years with a 10% success rate. But pharma pioneers are leveraging AI to rethink traditional models. Sanofi, for example, is developing a “lab-in-a-loop” that uses AI agents