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Q&A
J.M. Smucker’s CMO on how brands must face the challenges of 2025
Gail Hollander discusses the convergence of brand building and pop culture and how marketers should think about retail media, AI and other emerging tech.
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Creators can be a full-funnel marketing tactic, Snap study finds
Conducted with OMG, the study touts Snapchat’s creator ecosystem at a time when TikTok’s future in the U.S. remains undetermined.
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Publicis Media acquires Dysrupt to ‘supercharge’ performance marketing
Central to the deal is Dysrupt’s proprietary Impact Advertising System solution that is focused on optimizing media, creative and measurement.
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Kimberly-Clark appoints first global chief creative and design officer
AlmapBBDO veteran Luiz Sanches joins the CPG giant, which no longer has a traditional CMO role and recently reorganized its agency roster.
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Column
Sociable: Meta launches initial test of ads on Threads
With Threads on track to surpass X as the real-time social app of choice, ads could appeal to many brands.
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Kind embraces Gen Z trend bed rotting in new campaign
One of Dictionary.com’s 2024 new words, bed rotting — laying in bed during the day — has been embraced by younger consumers as a form of self-care.
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NYX blends music and makeup for TikTok-focused mixtape
The makeup brand is leveraging TikTok’s SoundOn platform to promote five women artists as the fate of the ByteDance platform remains uncertain.
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Column
Campaign Trail: Dove’s iconic Beauty Bar is a canvas for celebration
Ogilvy’s “Unready for Anything” campaign for the Unilever brand flips the “get ready with me” trend on its head.
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Cheetos continues to embrace ‘Other Hand’ imperfection with custom font
The design described as “hilariously bad” is available via web download and a Chrome plug-in and will appear on special bags of the snack.
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How Dogfish Head uses social-first marketing as craft beer tides change
The Boston Beer Company-owned brewery leaned into Quitter’s Day and doled out participation medals and beer money to launch a new light IPA.
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Q&A
Dunkin’ CMO on building a ‘cinematic universe’ to capture attention
Jill McVicar Nelson explains what the brand has learned from its Super Bowl ads and how it’s facing uneasiness around TikTok’s future.
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Nielsen’s latest MRC accreditation returns it to measurement pole position
Accreditation of the firm’s Big Data + Panel offering could help re-entrench the former monopoly power ahead of the upfronts.
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McDonald’s amplifies mobile app with Pokémon Happy Meal
The burger chain is again wedding pop culture and nostalgia with a Happy Meal box inclusive of a Pokémon booster pack, poster and sticker sheet.
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Consumer spend on generative AI apps hit nearly $1.1B in 2024: report
Higher spending growth rates propelled by apps like ChatGPT and Google Gemini could catapult the category into the top 10 within a year.
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Netflix’s next phase of advertising growth hinges on in-house ad tech
The streamer’s in-house offerings will hit the U.S. in April, coinciding with an upfronts market where publishers lock in large ad-spending commitments.
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Kantar Media sold for $1B amid measurement landscape upheaval
The group expects new owner H.I.G. Capital will accelerate its transformation plan as demand climbs for cross-media solutions.
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Pacsun’s TikTok marketing won over Gen Z. What’s next amid ban anxiety?
At NRF, CEO Brieane Olson was optimistic that TikTok’s model could be replicated elsewhere in the case of a shutdown but feared for creators.
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Column
Sociable: Timeline of TikTok’s US ban and what comes next
The latest wrinkle — but surely not the last — in the saga is President Trump’s executive order holding off enforcement of a sell-off bill for 75 days.
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Jim Beam comforts grieving football fans with Keegan-Michael Key
Comedic skits running on the Suntory brand’s Instagram along with a 7 Stages of Defeat care package are meant to help keep spirits alive.
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T-Mobile grows ads business with $600M Vistar Media acquisition
The deal will include the digital-out-of-home media company’s intelligent marketplace and technology for buying, selling and managing campaigns.
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Deep Dive
How marketers can stay reactive as a TikTok ban looms
Contingency plans are coming into focus as the Supreme Court weighs a decision that could ban the ByteDance-owned app in the U.S. on Sunday.
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Top marketing conferences to attend in 2025
From trade organization symposiums to gatherings around innovation and technology, here are some must-attend events for advertising professionals.
Updated Jan. 16, 2025 -
Marketing to social media users in 2025: Here’s what the numbers say
Nearly 50% of Gen Z plan on purchasing goods through a social media platform this year, according to a report from Sprout Social.
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Retrieved from TikTok on January 20, 2025Column
Sociable: TikTok is available in the US again after Trump’s assurances
TikTok is working after going dark for about 20 hours, although it cannot currently be downloaded by new users.
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Trade Desk buys ad data firm Sincera as brands seek objective insights
Sincera positions itself as a data company versus a data provider, a distinction that could appeal to marketers seeking transparency.