What Coca-Cola’s generative AI experiments mean for the brand’s future

Selman Careaga, president of the global Coca‑Cola category, detailed how the brand balances artificial and human intelligence.

By Chris Kelly • Dec. 5, 2023

Globant’s deal for Gut points to challenges facing independent agencies

While Gut has been a breakout creative success, its acquisition by the technology consultancy underscores how crucial deep digital know-how is.

By Aaron Baar • Dec. 4, 2023

Explore the Trendline➔

Top 5 stories from Marketing Dive

A look at how marketers are responding in a year marked by culture wars, economic uncertainty and the generative AI juggernaut.

By Marketing Dive staff

Ad-spending market continues to recover, though 2024 presents mixed picture

GroupM expects that brands may invest more in shared experiences as day-to-day life becomes increasingly atomized and algorithmically dictated.

By Peter Adams • Dec. 4, 2023

Bath & Body Works drops 10-foot candle to help holiday shoppers unwind

The installation is part of a new creative platform centered on reconnecting with the senses amid daily stressors like rush hour traffic and work emails.

By Peter Adams • Dec. 1, 2023

Denny’s names Mindshare, Finn Partners new AORs

Mindshare will handle audience and media strategy while Finn Partners will tackle public relations, with both appointments already in effect.

By Sara Karlovitch • Nov. 29, 2023

RTB House turns to generative AI to improve programmatic precision

A new ContentGPT tool built on first-party publisher data aims to provide deeper reader insights than conventional context-based targeting.

By Peter Adams • Nov. 27, 2023

Ad industry ‘not even close’ to realizing net-zero goals, report says

The lagging uptake of standards among agencies and production companies is having a ripple effect down the mar-com supply chain.

By Aaron Baar • Nov. 20, 2023

GroupM, Google launch post-cookie readiness program as deprecation nears

The industry-first initiative brings together clients of WPP’s media-buying arm to understand what Privacy Sandbox APIs mean for advertising’s future.

By Chris Kelly • Nov. 15, 2023

How generative AI can bolster organic search strategies for insurance companies

Insurers can embrace AI to adapt to consumer preferences and offer reliable information, according to New York Life’s Zerlina Jackson and Evan Finkelstein.

By Zerlina Jackson, Evan Finkelstein • Nov. 14, 2023

Stagwell enlists Google Marketing Cloud to accelerate generative AI bets

A new partnership supporting the Stagwell Marketing Cloud will touch on functions ranging from campaign planning to market research. 

By Peter Adams • Nov. 13, 2023

Trade Desk reports strong Q3 earnings as UID2 continues to gain steam

Shares still dropped around 30% due to lower Q4 guidance based on advertiser caution resulting from now-resolved strikes.

By Aaron Baar • Nov. 13, 2023

AI will permanently upend the agency landscape in 2024, Forrester predicts

Concerns over AI misuse will increase agency reviews by 10% and digital agencies may disappear as the tech spreads. 

By Sara Karlovitch • Nov. 9, 2023

What marketers can expect as Google rolls out AI asset generation for ads

The latest Performance Max feature allows agencies and brands to quickly create and test assets and rolls out in beta to all U.S. customers today.

By Chris Kelly • Nov. 7, 2023

Stagwell acquires social-first creative agency Movers+Shakers

Stagwell’s fourth acquisition this year comes as it reports a 7% year-over-year revenue decline in Q3.

By Aaron Baar • Nov. 6, 2023

Walmart reunites ‘Mean Girls’ to boost Black Friday push

Lindsay Lohan and company recreate scenes from the iconic teen comedy in the first of a series of ads created by a collective of Publicis agencies.

By Chris Kelly • Nov. 1, 2023

Omnicom boosts retail media offer with Flywheel Digital acquisition

The $835 million deal speaks to the agency category’s ongoing focus on performance media as a growth driver with cookies on the wane.

By Peter Adams • Oct. 30, 2023

Disney+ beefs up ad tier with more targeting, measurement features

The streamer is working with DoubleVerify, iSpot, Kantar and others to provide better campaign performance data, insights and verification.

By Aaron Baar • Oct. 30, 2023

Top takeaways from Advertising Week 2023 marketers need to know

From rebrands and retail media to identity and ad fraud — plus plenty of Taylor Swift — here are the biggest lessons from the annual gathering.

By Chris Kelly • Oct. 26, 2023

Agency reviews are big expenses. Experts discuss when to use them

Anything can trigger an agency review — such as a new CMO or inadequate sales — but complacency is the biggest culprit.

By Sara Karlovitch • Oct. 25, 2023

IPG Q3 revenue below expectations

Despite decreased client activity in tech and telecom, and macroeconomic concerns among marketers, the holding company sees positivity in its future.

By Aaron Baar • Oct. 23, 2023

Mekanism’s CEO on future proofing the agency with performance marketing

At Advertising Week, Jason Harris discussed a recent Zapiens acquisition, winning business in a rough ad market and why he’s optimistic for 2024.

By Peter Adams • Oct. 23, 2023

How General Mills refreshed its fruit snack brands to fend off disruptors

Splashier assets and sonic branding experiments seek to help brands like Gushers stand out on the social media age, execs said at Advertising Week.

By Peter Adams • Oct. 19, 2023

How marketers can be ‘apex shot-callers’ again as ad fraud hits $84B

In light of recent industry scandals, Video Advertising Bureau CEO Sean Cunningham outlined a plan for brands to push for ad-tech transparency.

By Chris Kelly • Oct. 18, 2023

State Farm’s marketing head on ‘lightning-in-a-bottle’ Kelce-Swift stunt

Marketing Dive caught up with Alyson Griffin at Advertising Week New York to discuss how it partnered with agency Maximum Effort for a viral Swiftie play.

By Peter Adams • Updated Oct. 18, 2023

TikTok unveils Out of Phone OOH ad solution for brands

L'Oréal brand CeraVe was one of the first to leverage TikTok content across new placements including billboards, cinemas, kiosks, gas stations and more.

By Aaron Baar • Oct. 17, 2023