TikTok reassures brands on future as advertising ambitions broaden

Inventing a new model for social search and capitalizing on “out of phone” activations in areas like sports and music were in focus at the NewFronts.

By Peter Adams • May 7, 2025

5 years of media evolution provide few answers to brands’ chaotic 2025

Planning around tariff disruption echoes the pandemic, a moment the industry did not always meet with agility or savvy investment decisions. 

By Peter Adams , Julia Himmel • May 6, 2025

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Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

Why QVC is targeting Gen X with a TikTok livestream shopping event

The event is part of the network’s efforts to meet the older generation where they already are, said vice president of brand marketing Annette Dunleavy.

By Jessica Deyo • May 6, 2025

Brawny brings back the Brawny Man for brand refresh

A new campaign includes always-on social content, influencer partnerships and real-time engagement across TikTok, Instagram and Facebook.

By Chris Kelly • May 5, 2025

Sociable: X offers new tips to help brands avoid common posting mistakes

The recommendations arrive amid ongoing concerns around alleged “shadowbans” and whether or not the platform is limiting certain content.

By Andrew Hutchinson • May 1, 2025

Heineken promotes a world without social media with creators, Joe Jonas

“Social off Socials” is meant to inspire consumers to unplug and also includes tie-ups with creators like Dude with Sign, Lil Cherry and Paul Olima.

By Aaron Baar • May 1, 2025

Meta’s ad biz stays strong but economic, regulatory uncertainty looms

Neither changes to ad spend caused by the trade war nor a pullback on fact-checking seriously affected earnings, but the future is less clear.

By Chris Kelly • May 1, 2025

Pantene turns Alix Earle’s viral TikTok post into collection, campaign

The P&G brand tied up with a popular creator who raved about the effectiveness of an expired bottle of Pantene found in her family’s shower. 

By Jessica Deyo • May 1, 2025

Chipotle brings trading card mania to Roblox with new experience

Ingredient Quest capitalizes on renewed interest in brands like Pokémon and card-pull social media videos of fans uncovering rare finds.

By Peter Adams • April 29, 2025

7-Eleven teams with Live Nation for nostalgic music festival activations

Immersive, social-first activations are intended to be reminiscent of in-store experiences as the chain works to connect with consumers around culture.

By Chris Kelly • April 28, 2025

Sociable: Threads ads expand to all Meta advertisers

After initial testing with brands like Wendy’s, access to Threads ads is now widely available. 

By Andrew Hutchinson • April 24, 2025

Axe leans on Pete Davidson’s wisdom to help men level up their rizz

The actor-comedian will host an Ask Me Anything-like discussion on Instagram and stars in a new ad giving a shorter individual a confidence boost.

By Peter Adams • April 23, 2025

Hotels.com returns to mascot-focused marketing with Bellboy character

The anthropomorphic hotel desk bell promotes savings in a new campaign spanning Instagram, TikTok, YouTube and the brand’s website and app.

By Peter Adams • April 22, 2025

Snap names first CMO in 2 years in lead-up to advertising showcase

Grace Kao, who recently joined Snap, is taking over marketing leadership from Chief Creative Officer Colleen DeCourcy, who will depart later this year.

By Peter Adams • April 17, 2025

Kids entertainment brand CoComelon lends a hand in first brand campaign

“CoComelon Can Help” also includes creator partnerships and playlists curated for Pinterest and YouTube.

By Jessica Deyo • April 17, 2025

IAB: As brands diversify ad spend, midsize media firms grow fastest

The largest growth in the digital market last year came from mid-tier media platforms, streaming services and e-commerce businesses. 

By Peter Adams • April 17, 2025

Garage Beer co-owner Jason Kelce devises martial arts-inspired campaign

The brand, a fast-growing light beer in the U.S., leverages its connection to the Kelce family through a story-heavy marketing approach.

By Sara Karlovitch • April 16, 2025

Why Mentos relaunched its iconic jingle and brought brand lore to Fortnite

To reach Gen Z, the 93-year-old brand is tapping into ‘90s nostalgia and enduring interest in what happens when its mints are mixed with cola.

By Chris Kelly • April 16, 2025

How Dude Wipes cleans up with poop humor as its marketing evolves

CMO Ryan Meegan discusses the brand’s “secret sauce” to going viral and recent collaborations with the NHL and Professional Bowlers Association.

By Chris Kelly • April 15, 2025

BeReal launches US advertising platform led by former TikTok exec

Levi’s debuted one of the first lifestyle activations on the platform and achieved five-times higher engagement compared to other social networks.

By Jessica Deyo • April 10, 2025

Why Minute Maid is teaming with WWE to punch up its new brand platform

The sponsorship supports “Bring the Juice,” which serves as the culmination of several years of brand transformation work.

By Chris Kelly • April 9, 2025

Scotch-Brite jams to ‘So Fresh, So Clean’ to showcase joys of cleaning

“The Brite Side of Clean” centers around self-expression and spans CTV, social media, out-of-home and the 3M brand’s “Sparkle Squad” ambassadors.

By Jessica Deyo • April 8, 2025

Sociable: Trump extends US TikTok sell-off deadline once again

The ByteDance-owned app will now have until June 18 to work out a deal. 

By Andrew Hutchinson • April 7, 2025

Domino’s expands remit of AOR WorkInProgress after campaign wins

The independent shop behind Domino’s popular Emergency Pizza promotion has been named social AOR as brands ramp up work around creators. 

By Peter Adams • April 7, 2025

Dove addresses BO at concerts with music festival-focused campaign

“Hot Seats” utilizes IRL activations, including a digital billboard truck and Reddit clues, to engage with consumers as they look to score event tickets.

By Sara Karlovitch • April 7, 2025