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Why brands are adopting video game aesthetics
When crafting Coinbase’s 60-second ad for last month’s Academy Awards, the team behind it looked back. Approximately 26 years back.The ad follows a non-player character (NPC) in a video game world where he realizes he’s a cog in a machine and, ultimately, decides to break out and enter the human world—a retro metaphor for the modern idea of finding financial…
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All things creator marketing with Tiffany Rivers
Tiffany Rivers is VP of emerging media and influencer marketing at Media Cause. She’s set to speak at Marketing Brew’s upcoming event, The Next Phase of Social and Creator Marketing, on May 12.Ahead of the…
How soccer orgs and sponsors are putting local spins on World Cup campaigns
With 16 host cities across three countries, it’s safe to say there’s no one-size-fits-all marketing plan for this summer’s FIFA Men’s World Cup.Given the scope of the tournament, the leagues, host committees, media rights partners,…
How The Trade Desk is aiming to remain ‘king of the open web’
It’s been more than 10 years since The Trade Desk was named to Forbes’s list of America’s Most Promising Companies. This year, despite industry-wide challenges and a belief among some in the industry of a…
‘This famous butt’: How Verizon created that ad with Connor Storrie
Great glutes never killed anybody…Except, perhaps, in Verizon’s latest ad campaign.The spot, a four-and-a-half minute short film directed by filmmaker Nia DaCosta, has all the hallmarks of a horror story: low lighting, a house in…
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Tech companies are churning out agentic AI tools, but agencies are still scratching their heads
Super Bowl viewers who were able to peel their eyes away from the spectacle of a brunette Guy Fieri in…
How Paramount+’s ‘Dutton Ranch’ came blazing to life at SXSW
Since 2023, Paramount+ has taken up residence at South by Southwest with The Lodge, an interactive, multilevel popup that shows…
Geico plans to stake its claim in women’s sports, starting with March Madness
If anyone picked their March Madness brackets based on the talent in Geico’s campaign for the tournament, they might find…
Google soups up DV360 with more YouTube buying options, Gemini integrations
Google did not come to play at its NewFronts presentation in New York.The company is rolling out new YouTube and…
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After a tax credit shakeup, clean energy marketing strategies are pivoting
When it comes to successful marketing, nothing closes a sale like a good discount. And over the last few years, the clean energy industry boomed thanks to discounts—or rather, tax credits—that the government offered to those who invested in and produced green power.But the One Big Beautiful Bill Act’s passage…
Is creator TV the next era of television?
TV has transformed before our eyes: A medium that was first dominated by networks and then cable companies has fast become streaming-centric. Could it now be time for the age of creator TV?According to the creator platform Spotter, that new age is already here. At its second annual Showcase event…
Want your brand to stand out? Consider breaking a world record
It’s generally frowned upon to create ad campaigns or fudge campaign numbers with the primary purpose of winning industry awards. What if taking home a prize became the ad itself?Consider the Guinness World Record, which allows for people and organizations, including brands, to attempt to go down in history by…
‘The tide has turned’: Why the era of the Madison Avenue holding company is on its way out
Is it time to ring the death knell for the holding company model?It’d be easy to think so. Last month, as WPP revealed restructuring plans, CEO Cindy Rose stated that WPP was “no longer a holding company.” Instead, WPP will be a single operating company with four divisions: WPP Media,…
Why Hyundai locked up a jersey sponsorship with Boston Legacy FC early
Boston sports fandom is legendary, but it’s been almost a decade since women’s soccer fans in the city had a hometown team to root for.With a record-setting crowd of more than 30,000 at its debut game last weekend, it’s safe to say that fans are excited to welcome Boston Legacy…
NWSL kicks off 14th season with new marketing strategy
The NWSL season kicked off on Friday with two new teams and a new approach to marketing.The league’s fourth annual marketing campaign, “Imagine Missing This,” will be targeted more narrowly than campaigns from previous years, though it’s still geared toward top-of-funnel goals like awareness and brand building as the NWSL…
Creators were all over SXSW. What does that mean for the industry?
The line between creators and traditional Hollywood is so blurry these days that even those with perfect vision are squinting.At SXSW this year, creator chat wasn’t hard to come by. Whether it was at the Creator Academy activation hosted by Sam’s Club (a major sponsor of the festival), on a…
Coworking with Shane Norris
Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.Shane Norris is head of sales at Fyllo, a contextual targeting platform. He has also worked at M3, Roku, and Funny or Die.How would you describe your job to someone who…
Why Coca-Cola made March Madness a moment for BodyArmor
Powerade has been a sponsor of the NCAA for nearly every year since 2010. This year, though, that sponsorship, including the designation as the official sports drink of March Madness, is going to a sister brand instead.It’s a unique year in the world of sports, with both the Olympics and…
How Togethxr helped change women’s sports in its first five years
Everyone knows the “Everyone Watches Women’s Sports” T-shirt.The original was introduced by media and e-commerce company Togethxr in December 2023, just in time for a revolutionary women’s March Madness. In 2024, “Everyone Watches Women’s Sports” merch brought in more than $6 million in revenue for Togethxr, and as of this…
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An AI avatar of Andy Cohen will start name-dropping brands on Peacock this summer
If your TikTok feed isn’t inundated with videos of Rob Rausch from the Traitors finale…
In a tougher market, the auto industry may need to change EV marketing messages
Actors Timothée Chalamet and Larsen Thompson are stranded on the side of a highway with…
Inside Major League Soccer’s World Cup year marketing playbook
This year, Major League Soccer has a rare marketing opportunity. When the FIFA World Cup…
ESPN never had one official brand identity—until now
Everyone knows the ESPN logo: Bright red color, slightly angled uppercase letters, and a horizontal…
Coworking with Andrea Bendzick
Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to…