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.

By Chris Kelly • Nov. 26, 2025

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. 

By Chris Kelly • Nov. 25, 2025

Explore the Trendline➔

Multichannel Optimization

There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.

By Marketing Dive staff

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. 

By Jessica Hammers • Nov. 25, 2025

3 ex-Cashmere execs seek to unlock culture’s enterprise value

Currency Advisory Group looks to operationalize culture as a strategic business function, not just a marketing layer. 

By Aaron Baar • Nov. 24, 2025

Uber debuts first national holiday ad as focus on suburbs grows

“Close” packs an emotional punch, showing a traveler reflecting on a complicated relationship with her father on a ride home from the airport.

By Peter Adams • Nov. 24, 2025

Sephora reorganizes US marketing department

The mass beauty retailer shifted the team’s structure to improve efficiency, impacting 27 roles.

By Dani James • Nov. 24, 2025

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.

By Chris Kelly • Nov. 24, 2025

Delivering effective in-store messaging: evidence-based best practices

Evidence-based best practices to turn in-store intent into action. Preview Vestcom’s new guide.

By Shock Torem, SVP, Media Solutions, Vestcom • Nov. 24, 2025

Gap ties viral marketing to retail results as Gen Z relevance rises

A recent campaign with girl group Katseye delivered 8 billion media impressions and contributed to double-digit gains in the adult denim category.

By Peter Adams • Nov. 21, 2025

McDonald’s lets the Grinch take over with holiday campaign

The seasonal effort was led by agency of record Wieden+Kennedy New York with creative by Agency 123, Alma and Translation.

By Chris Kelly • Nov. 20, 2025

Target to launch ChatGPT app with multi-item baskets, fresh food

The mass retailer is deepening its work with OpenAI as consumers continue to turn to generative chatbots for shopping support.

By Dani James • Nov. 20, 2025

Carnival combats screen-induced ‘fun deficit’ with new brand platform

New ads starring Nick Offerman tackle doomscrolling while showing the actor enjoying cruise activities like waterslides and bungee jumping.

By Peter Adams • Nov. 20, 2025

How Danone optimizes creator-driven ads as investment surges

CreativeX has developed creator content benchmarks to help advertisers bridge the gap between authenticity and measurable effects.

By Chris Kelly • Nov. 20, 2025

CMOs see support for brand building fade while ROI scrutiny rises: NIQ

Fewer marketers see CEOs and CFOs backing long-term brand investment while confidence in brand purpose has plunged in a divided climate.

By Peter Adams • Nov. 19, 2025

How Unilever is pushing sports marketing beyond broadcast convention

Set to nearly double its spend on U.S. sports marketing, the CPG giant sees the category as emblematic of a shift to “many-to-many” marketing.

By Peter Adams • Nov. 19, 2025

How Gen Z is reshaping holiday marketing — and what brands can do about it

The cohort’s reliance on social media and influencers for product discovery remains, while new levels of comfort with retail media and AI take shape.

By Jessica Hammers • Nov. 19, 2025

Johnnie Walker updates ‘Keep Walking’ to focus on individual pursuits

The long-running brand platform, which in recent years has focused on post-pandemic social connection, is being retooled to emphasize self-expression.

By Peter Adams • Nov. 18, 2025

Chobani drives CTV ad outcomes via Albertsons, NBCU data collaboration

Albertsons Media Collective and NBCUniversal are working to provide closed-loop measurement that bridges connected TV ads and retail performance.

By Chris Kelly • Nov. 18, 2025

Gartner: AI agents fail to ease CMO pain amid need for deeper shifts

Nearly two-thirds of marketers believe AI will dramatically change their role, but many are not making the organizational changes needed to deliver results.

By Peter Adams • Nov. 17, 2025

How Walmart is deploying the Grinch to boost holiday marketing

The Dr. Seuss icon, played by Walton Goggins, appears in new ads and a Times Square takeover showcasing deals on products like the Switch 2. 

By Peter Adams • Nov. 17, 2025

Geico puts emotional spin on value for new brand platform

Created with The Martin Agency, “It Feels Good to Geico” enlists the Gecko and NFL greats A.J. Brown and Emmitt Smith across a series of ads.

By Chris Kelly • Nov. 14, 2025

Campaign Trail: Liquid Death lands a commercial inside ‘The Running Man’

The beverage brand’s latest movie collaboration moves beyond traditional product placement with an in-film ad starring Colman Domingo’s character.

By Chris Kelly • Nov. 14, 2025

E.l.f. bets on power of sound for kinder social media algorithms

A campaign timed to World Kindness Day includes audiovisual stories designed to interrupt consumers’ feeds and combat doomscrolling.

By Jessica Hammers • Nov. 13, 2025

Pizza Hut dishes out holiday value in multichannel campaign

The pizza chain supports its value-oriented holiday messaging with comedic ads, in-person events and digital games. 

By Sara Karlovitch • Nov. 13, 2025

Why marketers like Unilever, State Farm are headed to NBCU’s BravoCon

Bravo’s fan convention for its reality shows led to double-digit lifts in brand recall, purchase intent and emotional engagement for participants in 2023.

By Chris Kelly • Nov. 13, 2025