Coke tackles college football season with creator content, fantasy sports

For its social-first approach, the brand will work with creators at partner colleges to produce content around events like games and tailgates.

By Peter Adams • Aug. 26, 2026

Publicis tackles fragmented NIL market with Travis Kelce, 3 Arts Sports

A new joint venture called Tekta seeks to streamline marketing activations with student athletes and make them more measurable for clients.

By Peter Adams • Aug. 24, 2026

Creator fit beats follower count for brands: Here’s what the numbers say

The creator economy is expected to hit nearly half a trillion dollars next year, but the disconnect between creators and brands persists.

By Sara Karlovitch • Aug. 21, 2026

Chipotle broadens Gen Alpha marketing with Salish Matter collab

A partnership with the 16-year-old YouTube and TikTok star marks the first time the brand has brought a custom creator order to its Kid’s Meal.

By Peter Adams • Aug. 19, 2026

Brands shake up back-to-school marketing to reach ‘hyper value-seekers’

Retailers like American Eagle are diversifying further beyond capital-I influencers and adjusting their media mixes to be more targeted this season.

By Peter Adams • Aug. 18, 2026

Under Armour ends partnership with The Rock amid marketing reset

The athletic brand said the decade-long relationship came to a “natural conclusion” just months after it parted ways with Steph Curry.

By Cara Salpini • Aug. 17, 2026

Gap’s fall campaign enlists ‘Obsession’ star to promote denim

Ads show Hollywood breakout Inde Navarrette dancing alongside Malcolm Todd, who performs a new version of Robyn’s “Dancing on My Own.”

By Peter Adams • Updated Aug. 21, 2026

Bazooka puts reality TV rivalry center stage in social-forward campaign

Two stars of “The Secret Lives of Mormon Wives” go head-to-head in an effort that features in-person activations and a social content series.

By Sara Karlovitch • Aug. 10, 2026

P&G’s Always Discreet fights incontinence stigma with NFL campaign

“Protect the Moment” is the brand’s biggest media campaign activation to date and features three moms of NFL players in ads and social content.

By Chris Kelly • Aug. 10, 2026

Coke asks busy Gen Z, millennials to log off for quality meal time

A global integrated campaign developed by WPP Open X and led by Grey spans a pair of brand films, out-of-home ads and digital activations.

By Peter Adams • Aug. 4, 2026

Express nods to its Y2K heyday in campaign that unites fashion, music

CMO Joe Berean discusses a fall effort featuring pop star Tinashe and NFL player Tee Higgins that iterates on the retailer’s “Dress to Express” platform.

By Chris Kelly • Aug. 3, 2026

Campaign Trail: Journeys amps up absurdity to break back-to-school conventions

Anomaly helped imagine the first day of school at its most musically surreal while building on the retailer’s brand platform.

By Chris Kelly • July 31, 2026

IRL streamers are brands’ biggest marketing opportunity

Streamers like iShowSpeed can help brands find consumers at their most engaged, says Streamlabs’ Ashray Urs.

By Ashray Urs • July 30, 2026

Degree sweats it out with subway commuters for New York summer campaign

Along with refitting iconic stations with names like “Molten Core,” the Unilever brand is partnering with influencers on man-on-the-street interviews.

By Peter Adams • July 29, 2026

Gap Inc. opens creator program to employees

Content opportunities for corporate, distribution and store staff span newsletters, social media, branded content, product storytelling and more.

By Tatiana Walk-Morris • July 27, 2026

Purely Elizabeth lampoons protein-maxxing for major product launch

An effort promoting Protein Ancient Grain Granola is the brand’s first work with Wpromote x Giant Spoon since naming the shop media AOR in April.

By Peter Adams • July 20, 2026

Coffee Mate stirs up summer fling with social-first campaign

The effort featuring “Summer House” star Carl Radke is part of an innovation push to expand the brand’s use cases and tap into the growing coffee market.

By Sara Karlovitch • July 16, 2026

Gap sticks with ‘90s nostalgia, denim for Hailey Bieber capsule campaign

The launch builds on the retailer’s recent success with advertising that brings together fashion, music and culture.

By Chris Kelly • July 16, 2026

How Aéropostale entertains Gen Alpha with a creator-led mini-series

Marisa Thalberg, chief customer and marketing officer at parent Catalyst Brands, opens up about the “Intern Diaries” and a loyalty tie-up with JCPenney.

By Chris Kelly • July 9, 2026

State Farm enlists IShowSpeed to keep season five of gaming series fresh

Reality-competition series “Gamerhood” will integrate Flowcode technology that uses QR codes to connect the brand with consumers.

By Chris Kelly • July 7, 2026

5 Cannes Lions takeaways as marketers wrestle with an industry in flux

Marketing Dive caught up with attendees to ask them about their biggest surprises and frustrations, plus what they want to see more of at the festival.

By Peter Adams • June 26, 2026

How Expedia Group drives brand impact with creators — and Barbie’s Ken

Natalie Wills, SVP of integrated marketing and creative, shares what’s working with a creator-led strategy that includes an IShowSpeed partnership.

By Peter Adams • June 24, 2026

Starbucks pilots TikTok program for boosting employee-generated content

With Gen Z frequently learning about new products from employee-generated content, Starbucks is leaning in with help from the social media platform.

By Sara Karlovitch • June 23, 2026

Why Lowe’s wants content creators in its network to pitch product ideas

CMO Jen Wilson explains how the home improvement retailer’s program is evolving from content to curation to creation with partners like MrBeast.

By Chris Kelly • June 23, 2026

How NBA players will deal directly with brands through a new union arm

Plyrs Untd looks to transform the cultural impact of the league’s players into products, partnerships and business opportunities.

By Chris Kelly • June 22, 2026