Influencer Marketing
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Permission granted by Sarah Merians Photography for Advertising Week New York
How brands’ deeper creator deals are unlocking cost efficiencies, results
Marketers at Chili’s, Disney and Alaska Airlines spoke about how far the creator canvas has broadened at Advertising Week.
By Peter Adams • Oct. 6, 2026 -
Permission granted by BFA, Deonté Lee
Q&AHow Poppi keeps its cultural marketing fizz without over-relying on data
Partnerships ranging from the Dallas Cowboys to New York Fashion Week designers are largely driven by gut instinct, Head of Culture Sophia Sesto says.
By Peter Adams • Oct. 5, 2026 -
Courtesy of The Hershey Company
Reese’s searches for ‘trick-or-treatiest street’ in multichannel effort
The Hershey brand is teaming with creators and celebrities for a social content series analyzing 150 of the best streets for Halloween festivities.
By Jessica Hammers • Oct. 1, 2026 -
Permission granted by Shutterstock
Inside Advertising Week’s changes — and a bid for $100M in creator deals
The show, which starts Monday, is doubling down on topics like creators to differentiate in a crowded events calendar and court more decision-makers.
By Peter Adams • Oct. 1, 2026 -
Permission granted by TikTok for Business
Sponsored by TikTokHow agencies can turn holiday intent into action
Explore how holiday shoppers move from discovery to purchase on TikTok.
Sept. 28, 2026 -
Courtesy of Gap
Gap rolls out Fashiontainment strategy with boy band collaboration
The pact with Just Your Type is positioned as bigger than a one-off campaign, spanning experiences, clothing and social content.
By Peter Adams • Sept. 22, 2026 -
Courtesy of Coach
Coach channels music into fall campaign with Spotify integration, bus tour
A roving Tabby Tour will host live performances and other experiences while Spotify is building out a custom hub for sharing music tastes.
By Peter Adams • Sept. 16, 2026 -
Permission granted by Old Navy
Old Navy’s MrBeast deal boosts engagement amid bigger bet on creators
A back-to-school campaign with the top YouTuber is showing early promise, including a traffic bump, as the Gap Inc. retailer rewires its marketing.
By Peter Adams • Sept. 11, 2026 -
(Tim Boyle/Getty Images) via Getty Images
OpinionWhy brand personality matters more than ever
Callaway Golf’s recent marketing stumble emphasizes the need for brands to establish clear personality guardrails, writes Gartner’s Julie Reeves.
By Julie Reeves • Sept. 9, 2026 -
Scott Olson via Getty Images
Campbell’s heats up digital focus amid marketing reformulation
Channels including social, influencer and e-commerce will command 85% of working media budgets as the marketer tries to meet modern consumer tastes.
By Peter Adams • Sept. 8, 2026 -
Courtesy of Dr. Squatch
Why Dr. Squatch is investing in experiences — not ads — with IShowSpeed
Chief Brand Officer John Ludeke explains why the Unilever brand is betting that it can get Gen Z consumers to create content alongside the top streamer.
By Chris Kelly • Aug. 31, 2026 -
Permission granted by Chipotle
Chipotle deploys 100 creators for latest ads spotlighting fresh food
This is the first national advertising push from Chief Brand Officer Fernando Machado and Chipotle’s first major work with new agency partner Kids.
By Peter Adams • Aug. 31, 2026 -
Permission granted by The Coca-Cola Company
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 -
Permission granted by Publicis
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 -
Getty Images
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 -
Permission granted by Chipotle
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 -
Permission granted by American Eagle
Deep DiveBrands 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 -
Courtesy of Under Armour
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 -
Permission granted by Gap Inc.
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 -
Courtesy of Bazooka Brands
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 -
Courtesy of Procter & Gamble
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 -
Permission granted by The Coca-Cola Company
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 -
Courtesy of Express
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 -
Courtesy of Journeys
ColumnCampaign 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 -
Courtesy of Expedia
OpinionIRL 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
