Omnicom-IPG deal closes as agencies chase scale to revive growth

The combined companies form the world’s largest agency as size becomes a key advantage in the race to win in areas like data-driven marketing. 

Molson Coors says ‘Just Bring the Beer’ in bid to millennials, Gen Z

The brewer highlights several of its brands for a holiday campaign inspired by the younger generations’ preference for experiences over traditional gifts.

Maybelline taps into microdrama trend with holiday content series

The five-part “Maybe This Christmas” reunites the co-stars of Netflix’s “Hot Frosty” with a twisty story promoting Instant Eraser Concealer.

How Urban Outfitters connects with Gen Z through brand collaborations

The retailer has increased sales growth and brand affinity in part by teaming with brands like Dunkin’ and artists like Tinashe to meet consumer needs.

Inside Vaseline’s social-first, innovation-led marketing playbook

The brand is “pioneering the kind of desire at scale thinking” that Unilever wants to replicate across its portfolio, CEO Fernando Fernandez has said. 

Why American Eagle tapped Martha Stewart to extend beyond Gen Z

After making headlines with its fall campaign, the retailer is targeting gift givers and recipients alike for the next chapter of its “Give Great Jeans” holiday push. 

Why Kraft Mac & Cheese went hypercontextual for ‘Best Thing Ever’ push

The brand will make its largest media investment to date with a campaign that seeks to reach consumers in unexpected and disruptive ways.