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.

Burger King’s CMO on firing its mascot as brand evolves in new campaign

“There’s A New King And It’s You” comes after Mojo Supermarket was appointed as the chain’s social agency of record.

Nielsen: Sports continues to prop up ad-supported TV

Broadcast TV without sports accounted for just 9.8% of total ad-supported viewership in Q4 2025. 

Ugg pays homage to B-movie classics and their handcrafted effects

Comedian Atsuko Okatsuka stomps around a miniature Los Angeles in social-heavy creative that takes inspiration from “Attack of the 50 Foot Woman.”

PMG eyes expansion with AI-focused repositioning, Freewheel partnership

The independent agency is piloting an AI agent infrastructure from Freewheel designed to streamline premium video transactions.

Campaign Trail: Benjamin Moore paints a timeless picture of growing up

The paint brand’s long-running “See The Love” platform continues with a family-focused ad from agency of record Fig.

How Celsius is building brands — not just beverages — as growth surges

The company recently announced the creation of an in-house agency that is intended to “drive brand growth with speed, consistency and sophistication.”

Zevia doubles down on AI satire in ads starring creepy robot coworker

The campaign, which shows a robot employee short circuiting over a sip of Zevia, follows the brand skewering Coke’s AI-generated holiday marketing. 

Publicis acquires AdgeAI to sift quality creative from content glut

The startup uses AI to track which creative or video assets are driving engagement and conversion to help optimize campaigns in real time. 

Why Dove turned Reddit product feedback into a real-world campaign

Emily Barfoot, head of Dove U.S., discusses how the campaign came together, navigating Reddit and the brand’s larger social media strategy.

TreSemmé links with ‘The Devil Wears Prada 2’ for affordable luxury push

The Unilever brand is focusing on traditional media for a campaign that features podcaster Paige DeSorbo and promotes its A-List Collection.

How Procter & Gamble got ‘good buzz’ by briefly retiring Mr. Clean

Publicis shop MSL spearheaded the socially driven effort to refresh the brand’s mascot and introduce new product innovations.

Coors Banquet returns to live sports marketing following growth spurt

The brand’s media budget is getting a double digit increase, with TV ads scheduled to air during the 2026 MLB and college football seasons.