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.

By Chris Kelly • March 10, 2026

Horizon Media pilots AI solution to detect cultural shifts mid-campaign

The tool developed by Sightly and Vurvey Labs helps brands quickly respond to news developments that could affect perceptions of campaign messaging.

By Jessica Hammers • March 9, 2026

Explore the Trendline➔

Top 5 stories from Marketing Dive

From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.

By Marketing Dive staff

Burger King names 2 new agencies following viral Whopper bite moment

Mojo Supermarket, now the chain’s U.S. social AOR, claimed credit for a video swiping at McDonald’s CEO Chris Kempczinski’s awkward Big Arch review. 

By Peter Adams • March 9, 2026

CMOs face risks locking brands into agency AI platforms: Gartner

The researcher predicts that half of agencies’ proprietary AI platforms will become obsolete by 2029 and emphasized the value of human talent.

By Peter Adams • March 4, 2026

Trade Desk ups bid to improve CTV advertising value with Ventura Ecosystem

The new industry collaboration is meant to deliver a more transparent marketplace and includes initial partners Nexxen and TV operating system V.

By Jessica Hammers • March 2, 2026

Kantar Media enters new era as Fifty5Blue following $1B sale

Along with aesthetic changes, including a new visual identity, the rebranded measurement firm is stepping up investment in artificial intelligence. 

By Peter Adams • March 2, 2026

How WPP aims to cut down agency complexity with its Elevate28 strategy

A cost-savings plan will impact jobs, but the agency network plans to reinvest in talent in areas like commerce, analytics and influencers, executives indicated.

By Peter Adams • Feb. 27, 2026

Campaign Trail: Bosch builds cute robots to push windshield wiper innovation

Created with agency Bailey Lauerman, “Impressive Innovation” demonstrates how the company brings precision and performance to wipers and beyond.

By Chris Kelly • Feb. 27, 2026

WPP abandons holding company model in major strategic overhaul

The Elevate28 plan creates a single company with four units and introduces a talent framework meant to foster a “high-performance culture.”

By Peter Adams • Feb. 26, 2026

Waterloo Sparkling Water names Dentsu Creative social AOR as brand expands

The nearly 10-year-old beverage marketer is looking to social as a national awareness driver and prioritizing quality interaction over content volume.

By Peter Adams • Feb. 23, 2026

Dentsu Entertainment, Iconic Arts partner to create brand-oriented IP

The companies will help brands develop original IP tied to culture, with a focus on anime and serialized entertainment.

By Aaron Baar • Feb. 23, 2026

Omnicom plans to reduce labor costs by $1B following IPG acquisition

The figure, larger than previous overall cost-savings targets stemming from the deal, will be realized by reducing duplicative roles, offshoring and outsourcing.

By Peter Adams • Feb. 19, 2026

Butterball names Carmichael Lynch AOR in reach for year-round relevancy

The poultry brand known for its Thanksgiving turkeys is hoping to maintain relevancy outside of the holiday season.

By Sara Karlovitch • Feb. 19, 2026

Publicis weds creator, sports marketing for new Influential Sports unit

The move is designed to help brands connect with sports fans at scale and measure creator-driven programs with greater speed and accuracy.

By Aaron Baar • Feb. 12, 2026

Sweetgreen names Wpromote paid media AOR as brand looks to reignite growth

Wpromote is tasked with balancing a cohesive national strategy with more market-specific opportunities as Sweetgreen combats a sales slump. 

By Peter Adams • Feb. 12, 2026

Amazon enables communication between ads platform and AI agents

The Amazon Ads MCP Server acts as a translation layer between AI agents and the Amazon Ads API to turn simple prompts into structured campaigns. 

By Aaron Baar • Feb. 9, 2026

Publicis wants to be an AI marketing MVP. Now comes the hard part.

Despite AI’s promise in media and creative, executives acknowledged the tech is difficult to scale and fails to deliver measurable value in most cases.

By Peter Adams • Feb. 3, 2026

IAB seeks to standardize interoperable media measurement

Artificial intelligence risks reinforcing the black-box decisions that marketers are forced to make with current measurement systems, per a new IAB report.

By Aaron Baar • Feb. 2, 2026

Unpacking the marketing industry trends forecast for 2026

Marketers must remain resilient as they navigate ongoing challenges, including an uncertain economic backdrop and the advancement of AI.

By Marketing Dive staff • Jan. 29, 2026

WPP rolls production capabilities into new WPP Production unit

Creative producers companywide will operate under a single global platform to foster collaboration and better tap into generative AI’s potential.

By Aaron Baar • Jan. 26, 2026

How brands can assert control as AI rewrites advertising’s playbook

As promises of one-stop, AI-powered solutions proliferate, marketers will need to navigate the changed ecosystem and separate reality from hype.

By Chris Kelly • Jan. 20, 2026

9 marketing predictions for 2026 as AI fuels polarity

The sense of a stable middle ground is eroding across an industry at a point of contraction, with many displaying mixed feelings about marketing’s future.

By Peter Adams , Chris Kelly , Jessica Hammers , Sara Karlovitch • Jan. 13, 2026

Disney unveils TikTok-like vertical video, AI video generation tool

The new tools demonstrate how streaming platforms are working to improve measurement as marketers push for more performative media.

By Aaron Baar • Jan. 12, 2026

Mondelēz plans US creative review following new marketing exec hire

The Martin Agency has been responsible for Ritz and Oreo’s Super Bowl work for the past three years, including an upcoming big game spot for the former.

By Peter Adams • Jan. 7, 2026

PubMatic debuts agentic platform to address programmatic’s AI headaches

AgenticOS is intended to cut down time spent on campaign setup and troubleshooting while freeing up focus for more high-level strategy. 

By Peter Adams • Jan. 5, 2026