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In this special episode, recorded live at our annual Campaign Convene conference that took place on February 25, 2026, we step inside "The Business of Sports" featuring MLS CMO Radhika Duggal, BetMGM CMO Casey Hurbis and Havas Play North America SVP, sports marketing Jeff Gagne. Guest-hosted by MM+M managing editor Jack O’Brien, the group dissects how they are preparing for a "category-changing" moment in U.S. history.

From the record-breaking opening weekends of the MLS to the strategic education of “newbie” sports bettors, the conversation provides a peek under the hood into how leagues are leveraging global hype to build local loyalty, and why the next two years will be the most critical window for sports marketers in a generation.

The takeaways

1. The growth of soccer in America is tied to historical milestones and current events. The 2026 World Cup is seen as a category-changing moment for soccer in America, especially for the MLS.
2. A significant influx of new bettors is expected to enter the sports betting landscape during the World Cup. Education is key to navigating the betting landscape effectively.
3. Influencer marketing is becoming increasingly important for sports brands to effectively reach wider audiences.
4. Collaborative marketing strategies between brands and sports leagues can enhance consumer engagement.
5. The future of sports betting in the U.S. looks promising, with continued growth expected.

The sound bite

"The World Cup is a category-changing moment."

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For Edgardo Miranda-Rodriguez, creating La Borinqueña wasn't just about drawing capes and powers; it was about addressing a profound void in the stories we tell. As a graphic novelist and advocate, Miranda-Rodriguez has woven the real-world struggles, culture and resilience of Puerto Rico into a narrative that resonates across generations.

In this episode, we explore the intersection of art, empathy and philanthropy. Miranda-Rodriguez shares how his commitment to authenticity has led to over a quarter of a million dollars in grants for Puerto Rican nonprofits and why he believes artists have a responsibility to be champions of diversity. The conversation also discusses the similarities with Bad Bunny’s role in mainstream culture and seamlessly incorporates Puerto Rican narratives into his music in a similar fashion.

From the dominance of manga in the West to the ethics of brand collaborations and the importance of maintaining independence, Miranda-Rodriguez provides a master class in connecting with the Latino community and using storytelling as a vehicle for genuine social change.

The sound bite

"I follow the news. I follow the stories."

The key takeaways

1. To move beyond performative representation, storytellers must immerse themselves deeply in the culture. Miranda-Rodriguez is constantly listening to local news, debates and public radio such as Radio Universidad to stay in tune with the latest in Puerto Rico. Marketers trying to reach specific communities must immerse themselves in that culture rather than relying on surface-level assumptions.
2. Purpose and profit do not have to be mutually exclusive. Social responsibility shouldn't be an afterthought or a PR stunt to make a company look “less greedy.” Miranda-Rodriguez uses an entrepreneurial and philanthropic model where a portion of sales directly funds the La Borinquena Grant Awards to support nonprofits.
3. Embrace nuanced intersectionality. The Latino community is not a monolith; it includes Asian, African, mestizo and white backgrounds. Miranda-Rodriguez intentionally designed his main character to be a Gen Z Afro-Latina to counter Eurocentric media portrayals and represent the underrepresented.
4. Integrate real-world issues organically. Miranda-Rodriguez weaves actual social and economic issues — such as climate change, privatization and the Jones Act — naturally into his superhero plots. Brands should align with social causes in a way that feels organic to their narrative rather than forcing a heavy-handed history lesson.
5. Partner strictly on shared ethical values. When choosing brand collaborations, Miranda-Rodriguez requires partners to have an ethical approach and to embrace equity organically. He protects his IP by rejecting lucrative offers from brands that approach him with disingenuous motives.
6. Create mutually beneficial synergies in collaborations. A successful partnership elevates both parties. The Chocolate Cortés Campaign featured La Borinqueña on its wrappers, while the comic highlighted the chocolate brand's farm-to-table practices and charitable foundation.
7. Adapt to audience shifts while keeping your core identity. Recognizing that younger generations (Gen Z and Gen Alpha) gravitate toward manga over traditional Western comics, Miranda-Rodriguez adapted his work into a "manga criolla" format. He leveraged his own experience with manga and its role in Puerto Rican culture and history to seamlessly connect both worlds.
8. Acknowledge and leverage your privilege. Miranda-Rodriguez openly acknowledges his "light skin privilege" as a lighter-complexioned Puerto Rican man, using his platform to champion diversity and push narratives of equity not often seen in mainstream media. Marketers should assess their brand's position and leverage it to uplift marginalized voices.
9. Authenticity doesn't require a massive corporate budget. A multibillion-dollar corporation is not vital to produce high-value, impactful content. An independent, small studio can create authentic stories and secure mainstream coverage by being unique, accessible and deeply connected to its mission.

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This week, Campaign sits down with Rethink global chief strategy officer and partner Sean McDonald for a dive into an agency culture that prioritizes independence and a fierce commitment to creative excellence.

From the iconic It Has to be Heinz campaign to the genius of the Doritos collaboration with Walton Goggins to sliding in Canada’s DMs on behalf of IKEA, McDonald shares how a "people-first" philosophy actually drives better business results. We dive into the "media plan as a trampoline" concept, the importance of inclusive creative processes with clients and why maintaining a healthy work environment isn't just a perk — it’s the secret sauce behind some of the world's most awarded work.

The sound bite

"We set the standard in this industry."

The key takeaways

1. Replace "be brave" with confidence building. Ad agencies should abandon the self-indulgent sales tactic of asking marketers to "be brave.” Instead, agency partners must build client confidence by deeply understanding their internal operations, specific needs and legal boundaries.
2. Prioritize sustainable agency "good" over rapid "growth.” Pursuing top-line revenue by accepting misaligned clients can damage an ad agency's core culture. Agencies must have the confidence to decline projects that conflict with their mission, which protects the team and paves the way for stronger, long-term brand partnerships.
3. Consider a "relationship accelerator" format for client onboarding. Successful partnerships require a transparent, therapy-style onboarding session before executing campaigns similar to how Rethink begins new client relationships. Uncovering why the client chose the agency, past agency failures and client pet peeves preemptively prepares both parties for inevitable future challenges.
4. Pitch iterative concepts instead of polished decks. Agencies should avoid presenting massive, finalized pitch decks. Instead, present strategic hypotheses as conceptual "shallow holes" and collaborate directly with clients to refine ideas without wasting resources on early-stage polish.
5. Leverage the media plan as a creative trampoline. Simply fulfilling a media plan takes client budgets for granted. Marketing teams should use the media plan as a launchpad to generate cultural impact, constantly seeking innovative ways to outperform the initial media investment.
6. Adopt a "go then grow" model for real-time marketing. To capitalize on cultural moments, launch a limited minimum viable product to test audience interest. Agencies can scale based on demand, similar to launching the "Seemingly Ranch" condiment as a limited release before securing mass retail distribution initiated by Walmart.
7. Identify the shared belief between brand and consumer. A brand declaring its own superiority aka “it has to be us” is not enough True strategic success requires uncovering a shared belief and identifying the specific, authentic reasons why target audiences feel compelled to choose the product.
8. Build pre-existing trust for agile campaign execution. Lightning-fast, real-time marketing — like altering beer cans to react to a viral sports moment seen in the Coors Lights Out execution — demands rapid navigation of legal and sponsorship constraints. This agility is only possible when ad agencies and brands have established years of mutual respect and trust.
9. Embrace humility and peer review in marketing strategy. Elite strategic minds avoid working in silos or pretending to have all the answers. Leveraging rigorous peer review and team collaboration eliminates the pressure of "knowing," uncovers comprehensive insights and prevents culturally insensitive missteps.

Recruit ad agency talent with a strong "bullshit meter.” When scaling marketing teams, prioritize candidates who are authentic, honest and willing to challenge mistakes. Combining this straightforwardness with a genuine drive to set industry standards cultivates an unstoppable agency culture, according to McDonald.

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Last week, Campaign celebrated its first Spark Awards, an initiative to spotlight emerging marketers with under five years of experience who demonstrate creativity, agility and new perspectives. From scripting segments of NBC’s Saturday Night Live 50th Anniversary Special to writing and art-directing Nickelodeon’s Emmy-winning 2023 worldwide rebrand spot, Spark’s 2026 honorees show promise of sparking industry change.

In this conversation from Campaign’s annual Convene conference, reporter Julia Walker sits down with Davonte Anthony from McKinney, Lauren Dismond from BarkleyOKRP and Amanda Cornell from Ally Financial gives us a look at the inspirations and challenges established marketers should be aware of, should they want to lend a hand down to those emerging in the industry.

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• Grace is essential when transitioning into new positions, especially in leadership roles.
   
• Talent development, incorporating technology and community engagement are amongst the key focuses for the 4As moving forward.
   
• Copeland aims to foster a culture of human ingenuity within the industry. Agencies need safe spaces to learn and grow, especially in the age of AI.
   
• Talent management is a key concern for agencies.
   
• Brand building must adapt to new consumer behaviors. There used to only be ad agencies to execute brand messaging; today, there are a variety of services and specialized agencies to choose from.
   
• Technology is reshaping the competitive landscape.
   
• Awards need to evolve with industry standards and the incoming wave of new creatives who care less about awards and more about brand purpose and effectiveness.
   
• The entertainment industry and the creator economy are changing marketing dynamics.

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With only two weeks to go until Campaign Convene, marketers are getting their passes ready for Campaign’s one-day conference in New York City. In this episode, editor Luz Corona sits down with Campaign data journalist Cecilia Garzella to peel back the curtain on the programming and themes defining this year’s gathering for marketing and advertising professionals.

They dive into a jam-packed agenda featuring 11 high-impact sessions, ranging from the “State of the Nation” to complex legalities of bold, innovative campaigns to the possibilities of AI in marketing. It’s not just about the big names, though; it’s about the next generation of big names. The duo discusses the inaugural Spark Awards, celebrating 20 honorees who represent the most vibrant emerging talent in the field today, to be celebrated during a reception following the conference.

This year’s theme, Rewired for Relevance, was created to inform marketers on major industry challenges and drive inspiration to keep brands and marketers at the forefront of creativity and innovation. Key topics include AI, sports, the creator economy and more.

Registration is open now — head over to campaignUSconvene.com to secure your tickets and join us in NYC.

Interested in reading up on the speakers, topics and brands featured in the lineup? Check out past coverage that paved the way to this year’s Campaign Convene for a preview.

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In this episode, Arnold CEO George Sargent joins host Emma Thumann to pull back the curtain on how the agency fosters a culture where it’s "safe to be brave." From the recovery of the post-pandemic landscape to balancing the integration of AI without losing the human spark, George explores why curiosity remains the most valuable asset for any marketer. We dive into the resurgence of humor in advertising, the necessity of in-person chemistry for building trust and why the most successful creative solutions are born from deep, long-term partnerships. Whether you’re a seasoned leader or emerging talent, George’s insights on leadership and adaptability offer a masterclass in navigating the shifting tides of modern marketing.

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The powdered hydration brand appeared last night on America’s “biggest stage,” a la singing toilets, to encourage viewers to pay attention to the major signs of dehydration, particularly during bathroom breaks.

On this episode of Campaign Chemistry, Liquid I.V. CMO Stacey Andrade-Wells joins immediately after the Big Game to give us a behind-the-scenes look at the brand’s journey to its big Super Bowl debut. 

The sound bite

"Could I have imagined that I would be putting singing toilets on the Super Bowl? No, certainly not.”

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In this episode, host Luz Corona sits down with Orcí CEO Marina Filippelli and EchoCultura Consulting founder Michael León-Rivera to discuss the cultural weight of Bad Bunny’s performance at the Super Bowl and his recent Grammy wins, framing him as a symbol of the “contradictions in Puerto Rican identity.” The group also digs into a ThinkNow study regarding the impact of immigration raids on Hispanic consumer behavior as the sobering data demonstrates the decline of “The American Dream” and how it has led to shifts in shopping habits, including a decrease in in-store visits due to fear and community tension.

Lastly, the group provides insight into how they are staying grounded as Hispanic leaders while navigating a polarizing news cycle.

The sound bite

“The consumers are much more complicated than we make them. We want them to fit within our psychographics, but we need to remember that many Hispanics live in mixed-status households." 

The key takeaways

1. While anyone can buy media reach, real brand love and loyalty are built through actions, respect and a deep understanding of what the consumer is facing.
2. Turning away from multicultural consumers because the conversation feels “too complicated” is dangerous. Inaction allows competitors to capture the loyalty of rising generations such as Gen Z.
3. Brands should focus on making progress rather than achieving “perfection.” Moving forward with small, honest actions aligned with core values is more effective than remaining frozen in fear.
4. Recent data shows a sharp decline in patriotism and optimism among U.S. Hispanics. Marketers must recognize that the traditional “American Dream” narrative may no longer resonate as it once did.
5. Socio-political events, such as immigration raids, directly influence shopping habits. Fear can lead to a reduction in in-store visits and a general pullback in economic spending.
6. There is often a tension between corporate shareholder priorities and a brand’s mission. Marketers must navigate these “internal contradictions” to ensure the brand’s public image remains human-centric.
7. Multicultural marketing is not Illegal. Despite the current political climate and fears of backlash, it is critical to remember that specifically targeting and supporting multicultural communities is a legitimate and necessary business practice.
8. Figures such as Bad Bunny serve as a “pedestal” for the community. When a trusted voice speaks on values like love and empathy, it carries more weight than a traditional brand message.
9. Hispanic households are frequently multi-generational. Younger, more socially conscious members often influence the shopping patterns and brand perceptions of the entire household.
10. In a volatile news cycle, consumers want to feel understood. Approaching marketing with empathy and compassion helps brands maintain a connection even when consumers feel insecure or unsure about the future.

The reference links =

• Immigration Raids Impact Study by ThinkNow
• Standing Together: An Evening of Solidarity Fundraiser on February 20, 2026
• Thought leadership from Rivera:
  • The Curious Case of Puerto Rico Within the Marketing Landscape
  • What Brands Can Learn From the Power of Latinx Superheroes 
  • More Than Family and Soccer: Why HHM Campaigns Can Feel Hollow
• Campaign US Super Bowl coverage

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This week, BBDO Worldwide's Nancy Reyes, global president and CEO, and Chris Beresford-Hill, global chief creative officer, join Campaign Chemistry to pull back the curtain on the agency's next chapter.

Following a whirlwind of acquisitions and industry shifts, the leadership duo discuss the much-needed evolution from "creative department" to "business partners." They dive deep into the necessity of upskilling talent for the AI age, the reality of dwindling brand loyalty and why the most successful creatives of the future will be the ones who understand the ins and outs of the client’s business. 

The sound bite

"Creatives need to think beyond just making campaigns."

The key takeaways

1. Creativity should solve business problems, not just create ads.
2. Understanding how a business makes money is crucial for success in advertising, especially when working at ad agencies.
3. The future of advertising requires a blend of creativity and business acumen.
4. Brand loyalty is diminishing in a fragmented market.
5. Emerging talent should focus on being business-minded to thrive in the industry.

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In this episode, Tim Sovay, chief partnerships officer at global influencer marketing platform CreatorIQ, breaks down the monumental shift from simple influencer posts to complex creator commerce. The conversation explores why micro-influencers are seeing a resurgence in a world craving authenticity, and why legacy brands such as Gap are finding new life through creator partnerships. Brands face an equally significant challenge: shifting their focus away from “celebrity” influencers and instead identifying the micro-communities that are the true source of strong engagement.

Sovay also dives into the logistical hurdles facing the industry — specifically the “messy middle” of marketing workflows — and how AI is poised to streamline everything from discovery to payments. 

The sound bite

"Every brand became an e-commerce brand overnight."

The takeaways

1. Micro-influencers are gaining traction again due to their higher engagement rates.
2. Brands need to integrate creator marketing into their overall strategies.
3. The constant delay of creator payments are impacting creators’ businesses.
4. AI will play a crucial role in streamlining marketing workflows.
5. Brands must focus on building long-term relationships with creators, versus one-off projects.
6. The rise of creator commerce is reshaping marketing strategies.
7. Understanding ROI is essential for both brands and creators.
8. Legacy brands such as Gap are making a comeback in the creator space.

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In this episode, Matt Sutton, SVP and Global Head of Marketing at Columbia Sportswear, joins us to dissect the legacy brand's massive relaunch, its first in over ten years. We dive into the company's rich history, rooted in resilience and founded by a family escaping Nazi Germany, and how that grit translates into their modern day movements. Matt explains the strategic pivot to inject humor and irreverence back into their campaigns to cut through the noise, the challenges of maintaining brand identity in a changing climate, and how they are gearing up for the 2026 Winter Olympics with the US curling team.

Get cozy and have a listen.

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It was a year where “impossible” comebacks became reality — led by the butter-soaked resurgence of Red Lobster — and where the “creative agency of record” model was tested by bold new partnerships such as JCPenney and Mischief.

In this special year-end wrap-up, the Campaign US editorial team dives deep into the stories that moved the needle. From the legal battles over AI in Hollywood to the investigative ripples caused by the Cannes awards fallout, we examine the moments that sparked debate in the C-suite and the Slack channels alike. We also take a hard look at the evolving creator economy, the shifting value of industry awards and the resilience of the workforce amidst a year of significant layoffs. 

The sound bite

"2026 is going to be a busy year."

The articles

1. The Social Skinny: Disney, Universal become first Hollywood giants to file AI
2. From a popular CEO to viral seafood boils: The story behind Red Lobster’s biz comeback
3. In the post-bankruptcy chapter of its story, JCPenney names Mischief as its new creative agency
4. Havas and World Vision’s Lessons of Shame under scrutiny after Cannes Lions win
5. Omnicom completes acquisition of IPG, creating world’s largest ad holding company
6. ‘Tracking Bad Bunny’ team hopes Grand Prix win inspires people to find Puerto Rico
7. REVEALED: The most-awarded brands, campaigns and agencies across the world
8. Zulu Alpha Kilo’s new promo, even hardened criminals draw the line at fake case studies
9. Anomaly’s parody-style ‘Greatest Hits’ ad to woo intern applicants is a banger
10. Inside the creator economy's late payment crisis
11. In new Sweethearts campaign, till death do us part no longer holds weight
12. Campaign US unveils new editorial team under leadership of Luz Corona

The takeaways

1. AI's impact on the entertainment industry is significant.
2. Red Lobster's comeback highlights the power of marketing on the bottom line.
3. JCPenney's partnership with Mischief signifies a new direction in bold partnerships.
4. Controversies surrounding awards are reshaping industry standards.
5. Creators are increasingly taking control of their narratives.
6. The importance of ethical practices in advertising is growing.
7. Self-deprecating humor in ads resonates with audiences.
8. 2026 promises to be another transformative year for the industry.

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Habitat for Humanity has spent nearly 50 years building homes and communities across the globe, impacting millions of lives. Despite its history and extensive reach, the organization is focused on ensuring its message remains clear, accessible, and inspiring to new audiences. This effort is critical as Habitat for Humanity sets an ambitious goal: to help 50 million more people in the next three years.

This week, we talk with Amy Dunham, chief communications officer at Habitat for Humanity International, about the major brand refresh designed to combat misconceptions and broaden the understanding of their global mission. Dunham shares why "participation is a superpower," how the org uses emotional storytelling to convey the true meaning of home, and the unique challenges and deep rewards of leading communications for a nonprofit facing complex issues like the global housing crisis. 

The sound bite

"Housing insecurity can happen in a flash."

The takeaways

1. Habitat for Humanity has been around for almost 50 years, helping 65 million people.
2. The organization works in over 60 countries, focusing on various housing-related issues.
3. The brand refresh aims to clarify misconceptions about Habitat's work, particularly that it gives away homes.
4. Emotional storytelling is crucial in connecting with audiences about the importance of home.
5. The nonprofit sector faces unique challenges, including funding and measuring social impact.
6. The organization is focused on helping 50 million people over the next three years.

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The era of one-size-fits-all trends is over. What’s replacing it is more personal, more emotional and far less interested in mass appeal. As Xanthe Wells, Pinterest’s VP of global creative, explains, today’s audiences aren’t chasing what’s popular — they’re curating what actually resonates.

In this episode of Campaign Chemistry, Wells joins us to discuss Pinterest Predicts 2026, the platform’s annual report forecasting what’s coming next based on insights from more than 600 million monthly users. We explore why nonconformity, emotional comfort and grounded optimism are shaping the next wave of culture — and what trends such as Glitchy Glam, Cabbage Crush and Laced Up reveal about how people are using inspiration as a form of self-preservation rather than self-promotion.

The conversation also digs into what this shift means for advertisers. With trends moving faster but lasting longer, Wells shares how brands can use predictive insights not to chase hype, but to show up earlier and more authentically — meeting audiences with intention instead of manufactured FOMO.

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But somewhere along the way, the message got muddied by empty promises and shiny PR campaigns that lacked real-world substance. According to Amy Williams, the founder and CEO of Good Loop, that version of purpose-led marketing is officially dead. 

In this episode of Campaign Chemistry, Amy joins us to chart the path forward. She shares her journey from a disillusioned ad creative to the founder of a B Corp that has raised millions for charity by reimagining the value exchange between brands and consumers. We dive into Good Loop’s groundbreaking partnership with IAS to tackle the industry’s carbon footprint, the reality of "greenwashing," and why she believes LinkedIn has become the most underrated tool for business growth.

The sound bite

"Purpose-led marketing is dead."

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And while Black Friday and Cyber Monday (BFCM) are still the biggest shopping days of the year, the strategies driving them are shifting beneath retailers' feet as brands try to keep up with the rapidly evolving consumer habits fueled by technological advancements.

In this episode, we sit down with Jamie Domenici, CMO of Klaviyo, a marketing platform for e-commerce businesses, to dive into the evolving consumer psyche, explaining how customers are moving beyond just chasing discounts. She details the immediate, massive impact of agentic AI on consumer habits, forcing brands to be quicker, smarter and more adaptable than ever before. Domenici outlines how businesses must shift their focus from single-transaction sales to building deep, lasting customer relationships through personalization tactics and make an effort to gain a deep understanding of what truly drives purchase decisions in the new era of retail.

The key takeaways

1. AI is transforming the shopping experience, making it more personalized and efficient.
2. Consumers are spending earlier this holiday season, indicating a shift in shopping habits.
3. Based on consumer behavior, brands are moving away from deep discounts and focusing on building customer loyalty.
4. Brands must capture every interaction with customers to enhance their shopping experience.
5. The pandemic significantly accelerated the shift toward digital shopping and consumer engagement.
6. Creative marketing and brand identity remain crucial in a world increasingly driven by AI.
7. Consumers are spending more time on product views, demonstrating a focus on purchase consideration before the final transaction.
8. The future of retail will be shaped by how well brands adapt to AI and consumer expectations.

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Shivaji shares her journey from digital marketing to founding a company focused on inclusive marketing. She discusses the importance of measuring inclusivity in brands, the role of AI in uncovering insights and the evolving conversations around diversity in the beauty industry, an observation she noted during her time working in the beauty space. Shivaji reflects on the lessons learned throughout her entrepreneurial journey, all the way from taking the leap to what she wished she knew when she first began her career. 

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J.J. Carter is President and CEO of FleishmanHillard and a trusted advisor to brands in their biggest moments and on the largest global stages. J.J. will join us to discuss what communications at the core of sports sponsorships means and the evolving role that comms is playing in helping brands multiply ROI for their global investments and moments under the brightest lights. 

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Despite the current landscape of layoffs, restructuring and acquisitions, agencies are still consistently producing a stunning 20% return on equity. It’s a number that explains why private equity firms are continuing to invest in agencies, but also fueling a tension between making money and making bold moves.

On this episode of Campaign Chemistry, Brian Wieser, CEO and principal of Madison and Wall, and Olivia Morley, founder of Fusion Front Media, join to discuss the current state of agency business affairs and what the industry can expect in 2026. The group debates the future of independent agencies in the age of PE funding, dissect the right way to invest in AI and talent and challenge the idea that creativity is more than a means to an end.

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Earnest spent years behind the podium at The White House, shaping the national conversation as former President Obama's press secretary. Today, he is EVP of communications and advertising at United Airlines and has played a critical role in reshaping the airline's communication strategies to engage with customers effectively. Earnest shares how his political background has shaped his approach to crisis management, particularly during the pandemic, the importance of differentiation in advertising and the need for a customer-centric approach in the airline industry, especially in times of crisis such as the current government shutdown.

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In this episode of Campaign Chemistry, Christina Garnett, marketing strategist and author of Transforming Customer-Brand Relationships, joins editor Luz Corona to explore what truly drives loyalty in today’s world of constant noise and performance metrics.

The conversation breaks down the psychology of emotional connection, how game theory reveals surprising insights into customer behavior (think Prisoner’s Dilemma) and why brands such as Chewy are rewriting the playbook on empathy and service. They also unpack modern-day brand scenarios, such as whether American Eagle’s Sydney Sweeney Has Great Jeans campaign was intentionally executed by the brand to achieve the cultural backlash it received.

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In this conversation, State Farm’s head of marketing discusses her transition from the tech industry to the insurance sector, highlighting the unique challenges of marketing in a low-interest category. She emphasizes the importance of clever strategies and innovative campaigns, including celebrity collaborations, to engage customers and break through the competitive landscape. The discussion also covers the significance of brand assets such as jingles and the strategic pivot from a Super Bowl campaign to March Madness. 

Griffin talks about State Farm’s innovative strategies to connect with younger consumers, particularly through gaming and cultural collaborations. She highlights the importance of building future demand and brand awareness, especially for younger audiences who may not yet consider insurance. The discussion also covers the success of the Gamerhood initiative, partnerships with Apple TV and the cultural impact of Jake from State Farm. In addition, Griffin emphasizes the calculated risks taken in marketing and the company's commitment to community engagement through initiatives such as the Red Nets Initiative in basketball.  

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But thanks to its commitment to its consumers, Stanley 1913 has gone from rugged and reliable to viral and vibrant. In this episode of Campaign Chemistry, Stanley chief brand officer Kate Ridley discusses the brand's rich history, its evolution over the years and the strategies that have led to its recent resurgence in popularity (including appearances in this summer’s viral Amazon Prime show, The Summer I Turned Pretty). 

Ridley shares insights on how Stanley listens to its consumers and adapts its product offerings accordingly through strong cross-functional collaboration, while also highlighting the brand's commitment to sustainability. She also shares a peek under the hood at the brand’s approach to working with famous brand ambassadors and sports teams, with more to come in 2026. Stanley 1913 is a brand of PMI WW Brands, LLC.

The sound bite

“Hang out a little. Not everything needs to be a deck or a data point.”

The takeaways

1. Legacy alone doesn’t always guarantee relevance. Ridley shares that a core principle at Stanley is that it is a brand with heritage, not a heritage brand.
2. Listening is the new R&D. Similar to the Béis brand, Stanley starts with deep consumer insight — online, in person and through community interaction — so product innovation is always grounded in real behavior.
3. Cross-functional collaboration is what brings the big ideas to life. Ridley shared a BTS look at how the product innovation, engineering, design, merchandising and marketing teams are “a super tight crew.”
4. Let the product prove the promise. Ridley recounts a viral Stanley story from 2023 in which a woman shared on TikTok how her Stanley cup survived a car fire.

Base partnerships on authentic brand affinity, not contracts. Stanley’s collaborations — from Post Malone to Lionel Messi — grow from brand trust that translates into credibility and viral moments.

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Emphasizing the importance of being true to oneself and her belief that “B2B doesn’t have to be B2Boring,” Jayde Powell brings a breath of fresh air to this sector of marketing.

In this episode of Campaign Chemistry, editor Luz Corona sits down with the multi-hyphenate content creator to discuss Powell's unique approach to content creation on B2B platforms such as LinkedIn, Hootsuite and Sprout Social. “Jayde of all trades” elaborates on her strategies for repurposing content, balancing freelance work for brands such as Timberland with her own personal projects, and the payoff that comes with creative freedom these partnerships provide. Powell also discusses the changing landscape of B2B marketing, driven by younger generations who seek more creative and engaging marketing strategies.

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In this episode of Campaign Chemistry, Hannah Campbell, founder and managing director of U.K.-based One Twelve Agency, and Campaign reporters Cecilia Garzella and Julia Walker join in to discuss the late payment crisis in the creator economy impacting all key stakeholders. 

Campaign recently published Inside the creator economy’s late payment crisis, an in-depth look at the $250 billion creator economy, exposing flaws in a financial system that touches every corner of the industry. The group discusses the ripple effect of Net 30- 60-, 90-day payment terms when it comes to creators, identifying the ways it impacts their livelihoods, in addition to the toll it takes on the smaller shops representing them. They also take a look at the complexities within the ad agency payment system that lead to the late payment systems and possible solutions for the future.

The sound bite

"What can we do to solve this?"

The takeaways

1. The creator pay system typically involves long payment terms, affecting creators' cash flow.
2. Delayed payments can lead to significant financial strain on creators and agencies. Creators have reported the long payment terms impact their livelihoods, from providing for families to paying for bills, etc.
3. The creator economy is a “Wild West,” as the lack of legislation and regulation allows brands to exploit creators' vulnerabilities. The U.K. has implemented legislation and in the U.S., SAG-AFTRA introduced an influencer agreement in its contracts in 2021.
4. Many creators lack the financial literacy to negotiate fair payment terms.
5. There is a growing awareness and willingness to discuss payment issues in the industry, as opposed to merely a year ago when it was difficult to get stakeholders to go on record for fear of retribution on brand deals.
6. Smaller agencies struggle more with delayed payments compared to larger firms.
7. The conversation around creator pay is evolving, with more voices advocating for change and services popping up to aid in the payment crisis.
8. Proposed solutions include upfront payments, escrow accounts for creators and regular audits of agency fees.

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No, these aren’t winners of a Halloween costume contest — they’re archetypes in Mita Mallick’s latest book, The Devil Emails at Midnight: What Good Leaders Can Learn from Bad Bosses.

The Wall Street Journal and USA Today bestseller author Mita Mallick joins the newest episode of Campaign Chemistry to discuss what all of us can learn from bad bosses. She emphasizes that communication isn't just about emails and meetings; it’s about fostering a culture in which people truly feel seen. In today’s climate of layoffs, dwindling retention and rising attrition, we tackle issues such as accountability, the risks of toxic positivity and the reason empathy may be advertising’s most underrated leadership skill.

From managing up and journaling for self-reflection, to acknowledging grief and personal challenges at work, Mallick’s new book offers a road map for leaders seeking to improve — and for employees navigating difficult dynamics.

The sound bite

"It's not easy being a boss.”

The takeaways

1. It is critical to treat employees as valued consumers.
2. Bad bosses are made, not born.
3. Effective communication is crucial for good leadership and team dynamics.
4. Leaders should regularly check in with their teams to foster a supportive environment.
5. Journaling can help leaders reflect on their behaviors and improve over time.
6. Asking for coaching and feedback from team members can enhance leadership effectiveness.
7. Managing up is essential for employees to navigate difficult boss relationships.
8. Empathy for bosses can grow from understanding their challenges and pressures.
9. Toxic positivity can undermine team morale and lead to burnout.
10. Leaders should acknowledge personal struggles and the impact these struggles can have on work relationships.

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In this episode of Campaign Chemistry, Campaign staffers Luz Corona and Leslie Blount explore the evolution of the US Open into a cultural and marketing phenomenon, highlighting how the event’s fan engagement, brand partnerships and on-site activations have turned it into a playground of creative marketing. This year, the tennis tournament celebrates the 75th anniversary of Althea Gibson, the first Black tennis player to compete at the US Open in 1950 (then called the U.S. National Championship), as her silhouette is the focal point of this year’s “breaking barriers” theme. Alongside the momentous occasion, the US Open continues to deliver the ultimate experience for tennis fans everywhere, seen in the increasing presence of brands including Lavazza, American Express and La Roche-Posay.

The team also identifies trends in major sporting tentpole events (e.g., the power of "FOMO") and the benefit of making these events accessible; this year’s US Open Fan Week shattered records and welcomed nearly 240,000 fans (for free) to the USTA Billie Jean King National Tennis Center before the tournament even began.

They also spotlight individual brand strategies and the impact of experiential marketing, partnerships with athletes and activations both inside and outside the stadium. 

The sound bite

"It's all about FOMO and exclusivity."

The takeaways

1. The US Open is a cultural phenomenon, as seen in its 2024 record-breaking attendance that saw over 1 million attendees.
2. Tennis has become more mainstream, especially in fashion. FP Movement, a subsidiary of Free People, tapped into the trend years ago, quietly building a presence in the athleisure world.
3. Financial brands such as Amex and JPMorganChase are consistently making sure they enhance experiences for their cardholders, as seen in their major footprints at the US Open and other sporting events.
4. The atmosphere at the US Open is electric and family-friendly, furthering the potential of brand connection with younger generations.
5. Brands are focusing on exclusivity and personalization through the power of tech, as seen in The American Express Fan Experience that offers personalized Wilson tennis balls and customized Polo Ralph Lauren merch.
6. The evolution of tennis reflects broader industry trends including the power of fandom, cultural relevance, tech-enabled engagement and true authenticity.

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As the CMO at OKX, he led a bold rebrand, one that consisted of unique partnerships with brands including UFC, Manchester City and Tribeca Festival to change the way people see crypto. The film Mild Mild West plays on the Western genre and sees gunslingers looking for gold and threatening people. The short featuring Hollywood legend Chazz Palminteri aims to promote people’s “right to self-custody” of their cryptocurrency.

Rafique also demystifies crypto misconceptions and highlights why instinct can matter just as much as data when building trust with today’s consumer.

The Takeaways

1. Rafique’s rebrand of OKEx to OKX was a strategic move to align with the evolving crypto landscape.
2. Instincts can guide marketing strategies alongside data analysis, especially when identifying partnership opportunities that can serve as accelerators for brand awareness and community engagement.
3. Creative storytelling through film can effectively communicate brand values and industry narratives versus creating a branded film that can often get diluted by agency nuances.
4. Consumer sentiment around crypto is often shaped by misconceptions and media portrayals. Education is key to demystifying crypto for the general public.
5. Rising stars in the crypto industry are those leveraging innovative applications of blockchain technology.
6. Diversification in investment portfolios should include exposure to crypto assets.

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The new CEO of the 4As joined the latest episode of Campaign Chemistry to discuss his first 100 days in office, from his transition into leadership to his vision for the future of the advertising organization that services ad agencies. He discusses the need for agility in serving members, with a focus on developing next-gen talent, driving human ingenuity, enhancing community engagement and lastly, leveraging technology to better deliver 4As offerings.

Thomas-Copeland also shares his take on the future of awards in the industry, the impact of entertainment and influencers on the ad industry and what brands he thinks are driving the future of marketing.

The Takeaways

1. Grace is essential when transitioning into new positions, especially in leadership roles.
2. Talent development, incorporating technology and community engagement are amongst the key focuses for the 4As moving forward.
3. Copeland aims to foster a culture of human ingenuity within the industry. Agencies need safe spaces to learn and grow, especially in the age of AI.
4. Talent management is a key concern for agencies.
5. Brand building must adapt to new consumer behaviors. There used to only be ad agencies to execute brand messaging; today, there are a variety of services and specialized agencies to choose from.
6. Technology is reshaping the competitive landscape.
7. Awards need to evolve with industry standards and the incoming wave of new creatives who care less about awards and more about brand purpose and effectiveness.
8. The entertainment industry and the creator economy are changing marketing dynamics.

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In this episode of Campaign Chemistry, the Campaign team took a special field trip a few subway stops away to the NY headquarters of Uncommon Creative Studio to clink champagne glasses with its co-founder, Nils Leonard, celebrating the agency's recent win as Campaign's Agency of the Year in the US. Leonard discusses the innovative projects that have defined their brand, like the New York Fashion Week viral sensation Rat Boot, and the journey of starting the UK-based agency after leaving his successful tenure at Grey London. He discusses the state of creativity in today's world, along with the lessons learned and the principles that guide Uncommon's work.

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On the latest episode of Campaign Chemistry, Ahmed opens up about his WPP departure, the cultural cost of bureaucracy in holding companies and why this is a “golden era” for independent agencies. He shares more details around his latest venture, Studio.One, and how he’s leaning on his lived experience and career lessons to build for what’s next. Ahmed also weighs in on the current Cannes Lions scandals surrounding fabricated award-winning campaigns and it reflects a bigger misalignment in the ad agency world.

The sound bite

“Incentives within holding company structures often prioritize awards over client ROI or satisfaction — and that misalignment drives the wrong behaviors.”

The takeaways

1. Indie agencies are having a moment.
2. AKQA was built for the internet era — Studio.One is built for the AI era.
3. Clients want people, not processes weighed down by bureaucracy.
4. The algorithm is not a replacement for the human spirit.
5. Holding companies are losing their spark and that’s why talent is flocking to independents.
6. Business incentives that prioritize trophies over ROI and client trust encourage the wrong behaviors.
7. Leadership is about being a decent human being.
8. Legacy isn’t about scale — it’s about impact and the culture you create.

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The creator, author and now podcast host shares his journey from being an accountant to being one of the first employees at Musical.ly before it turned into TikTok and everything in between. After becoming a key player in the creator economy as the head of global creative marketing at TikTok and the creator behind the popular fragrance account, SirCandleMan, the multi-hyphenate has a firm grasp on creating content that cuts through the noise. 

Chikumbu also discusses the evolution of TikTok, the challenges and joys of navigating fame and the importance of having an “offline life.”  He delves into his podcast, 'Not Just One Thing,' which aims to provide a career playbook for those seeking guidance from successful industry leaders. 

Key Takeaways

• Chikumbu played a significant role in TikTok's growth from its early days as Musical.ly.
• The creator economy allows individuals to explore multiple passions and identities online, as seen in Chikumbu’s entrepreneurial endeavors.
• Sir Candleman emerged from Chikumbu’s love for fragrance and storytelling after a shopping encounter in Paris.
• For creators to protect their peace, it's essential to maintain a real offline life.
• When it comes to creating, Kudzi encourages listeners to let go of others' expectations and pursue their passions.
• Taking intentional breaks is crucial for avoiding burnout.
• Chikumbu highlights emerging voices in the fragrance industry like Funmi Monet, who is quickly becoming a force in fragrance culture.

Key sound bite

"Just do it scared."

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1. The music industry, much like the ad industry, is shifting towards niche interests, artists and genres.
2. Vinyl sales are increasing, even among consumers without record players.
3. AI is becoming a tool for artists, not a replacement.
4. Record Store Day has become a significant cultural event amongst beer brands like Dogfish Head and Coors Light.
5. Super Bowl performances can significantly elevate an artist's profile, as seen in Kendrick Lamar's continued rise in mainstream culture.

Key sound bite

"Budweiser's [One Second Ads] campaign didn't move the needle."

Chapters

00:00 Introduction to the Intersection of Music and Advertising

02:46 Trends in the Music Industry

05:31 The Role of AI in Music Creation

08:39 Ethics of AI and Music Rights

11:14 Record Store Day and Brand Activations

14:06 The Impact of Super Bowl Performances

16:44 Future Trends in Music and Marketing

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Noteworthy quotes

This has been edited and condensed for clarity.

1. On authenticity and brand personality: "[Béis] is authentic to who [founder Shay Mitchell] is and obviously we leveraged her following, but it was much more than that. Her personality became the brand's personality. And that is really hard to do... it's hard to develop a sense of community and a sense of loyalty to a brand when people can't relate to it as much."
2. On founder vision and humility: "[Mitchell] was very clear early on in the brand [stating] 'I don't want this to be Béis by Shay Mitchell.' Very intentionally, which again is very humble for a celebrity of her caliber to say, 'I want this brand to be innovative, to be meaningful, to have purpose that lives beyond me.'"
3. On community-driven innovation: "We had this great vision — it was this huge bag and we gave it to moms in our community and they gave us such tremendous feedback. We changed it before we launched it. And we do that frequently, where we get feedback from our community on color [and needs]."
4. On team passion and grit: "You can't replicate and you can't teach [passion]. You either have it or you don't. And when we recruit, [we] want you to have a million different perspectives. I don't want you to agree with me, but I want you to have grit and passion."
5. On consumer-centric product development: "The goal for us is always to have consumers say, 'that is a function that I didn't know I needed and now I can't live without.' If [we] get that from a consumer, we're doing our job."
6. On community as the next influencer: "Community [is the] next influencer and growing as a trend. We've been seeing that for years and we were founded in that."
7. On transparency and creating behind-the-scenes content: "People want to see behind-the-scenes, relatable content. People want to see art [and they] want to know who the people are behind these brands that [they] want to build a relationship with. It's no longer about transactions."
8. On building brand relationships beyond transactions: "People don't buy a product. They buy into a brand and they buy into a vision. They buy into a community. We leveraged Shay early in the brand to give the brand personality and make it relatable, not just a brand that existed with a bunch of products."

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While walking the work, visitors can spot many of the industry’s top creative thinkers and CMOs. During the time Campaign recorded this podcast, we spotted Kory Marchisotto, CMO of e.l.f Beauty, Chad Broude and Megan Lally, CCO and CEO of Highdive, respectively, and Tabata Gomez, CMO of McCormick & Company wandering the floor and looking for inspiration. 

In the Palais basement, Campaign was joined by new 4A’s CEO Justin Thomas-Copeland, Brynna Aylward, CCO for adam&eveDDB North America, Christine Olivas, CEO and chief strategy officer for No Single Individual, and Ciro Sarmiento, CCO for Colle McVoy.

They each walked the work, breaking down several campaigns that they loved, why they worked and in some cases, how they made them.

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Wolff also discusses the current state of LGBTQ+ representation in the industry; the impact of societal changes on brand support and brand engagement with the LGBTQ+ community; the importance of brands understanding backlash and having a solid plan when supporting marginalized communities; and the necessity of integrating DEI into business models. 
 

This episode contains lessons in perseverance, self-acceptance and finding balance between work and passion in creative industries, sprinkled with calls to action for brands, the industry and all of us as we navigate a climate rife with uncertainty and division.
 

The theme may be Pride, but the takeaways are so evergreen, you'll want to listen and share year round.

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We preview the festival and talk about the work we want to win, the mood in the ad industry and Campaign House – our exciting new venue at Cannes. 

Gideon Spanier (centre in picture), the UK editor-in-chief of Campaign, hosts the podcast and is joined by Maisie McCabe, editor of Campaign UK, Nikita Mishra, editor of Campaign Asia, David Brown, co-editor of Campaign Canada, and Luz Corona, editor of Campaign US.

We also discuss why Arthur Sadoun, the chief executive of Publicis Groupe and a speaker at Campaign House on day one of the festival, has called for the industry to take a “different” approach at Cannes this year and the introduction of new “safe zones” at the festival.

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In this episode of Campaign Chemistry, Trowbridge joins Campaign editor Luz Corona to discuss how the Netflix alum built one of the fastest-growing agencies by redefining social-first creative. Trowbridge shares how his time at Disney and Netflix shaped Saylor’s DNA, why “everything is social” and how agencies must adapt in real time to keep up with cultural and platform shifts.

The conversation also dives into Saylor’s newest venture, Elevado, an AI-powered content studio built for future-proof creative production. Trowbridge breaks down how AI should be a tool — not a threat — and how agencies can maintain a human touch while embracing innovation. Plus, he shares advice for aspiring indie founders, the secret sauce to great client service (hint: don’t be a jerk) and why Rhode and Liquid Death are the brands to watch.

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As the traditional holding company model faces change and independent agencies gain prominence, Banker and Segal provide a candid perspective on contemporary creative collaborations and guidance for aspiring agency leaders. In this episode of Campaign Chemistry, the longtime duo share the story behind their nimble consultancy built to challenge the traditional agency model. Banker and Segal unpack what it means to work "top-to-top" with clients like Coca-Cola and Smashburger, what they look for in clients in order to pull off their fast-paced work style and their embrace of AI as their “third founder.” 

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And yet, the Hinge marketing team is here to keep the app's promise. In this episode of Campaign Chemistry, Hinge president and CMO Jackie Jantos discusses the unique approach of Hinge in the dating app landscape, emphasizing its mission to encourage real-life connections, especially among Gen Z. She shares the importance of storytelling at Hinge headquarters, as seen in No Ordinary Love, a literary storytelling series featuring five real Hinge love stories reimagined by contemporary writers. The stories alternate between both partners' perspectives, showcasing the overthinking, miscommunications and unexpected connections during the early stages of dating. The campaign includes weekly releases on Substack with a foreword by Roxane Gay. Starting in June, the stories will be available as a limited-edition hardcover book for book clubs in New York and London. 

Jantos also highlights Hinge's social impact initiatives aimed at combating loneliness following the pandemic, the balance between technology and human interaction in dating and her thoughts on emerging talent in the industry.

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The CEO of SeeMe Index — a company that uses responsible AI to track how inclusive brands really are — shares her journey from digital marketing to founding a company focused on inclusive marketing. She discusses the importance of measuring inclusivity in brands, the role of AI in uncovering insights and the evolving conversations around diversity in the beauty industry, an observation she noted during her time working in the beauty space. Shivaji reflects on the lessons learned throughout her entrepreneurial journey, all the way from taking the leap to what she wished she knew when she first began her career.

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The marketing solutions platform was created in 2018 by former ad exec Stephanie Nadi Olson to provide freelance marketers with opportunities to create project-based work with the flexibility that comes with working remotely. In return, they would receive exposure to opportunities of working with major brands without having to upend their lives, in addition to receiving benefits that typically come with full-time employment.

In this episode of Campaign Chemistry, We Are Rosie managing director of creativity Marie Lamonica joins to spotlight the evolution of Rosie over the years, from navigating the uptick in layoffs and industry challenges to building an inclusive culture grounded in transparency and trust. The nontraditional employment structure is now powering a community of over 30,000 freelancers, affectionately referred to as “Rosies and Brosies.” Lamonica also shares career and life lessons learned from years of being a working mom in advertising and why failure can be a good thing.

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That’s the premise of Panera’s fun, new brand repositioning. The It Just Meals Good campaign marks a significant step in reintroducing and repositioning the fast-casual dining brand for modern audiences, especially Gen Z. In this episode of Campaign Chemistry, Campaign sits down with 72andSunny’s group creative director Peter Hughes and executive strategy director Geoff McHenry, along with Panera CMO Mark Shambura, for a behind-the-scenes look at Panera’s first campaign since selecting the shop as its agency of record. The team shares stories from the original business pitch to the production of the new spots, all while highlighting the key components of the brand identity that they saw a need to preserve.

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In this episode of Campaign Chemistry, the Campaign team took a special field trip a few subway stops away to the NY headquarters of Uncommon Creative Studio to clink champagne glasses with its co-founder, Nils Leonard, celebrating the agency's recent win as Campaign's Agency of the Year in the US. Leonard discusses the innovative projects that have defined their brand, like the New York Fashion Week viral sensation Rat Boot, and the journey of starting the UK-based agency after leaving his successful tenure at Grey London. He discusses the state of creativity in today's world, along with the lessons learned and the principles that guide Uncommon's work.

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In this episode of Campaign Chemistry, Liquid Death SVP of marketing Dan Murphy shares a BTS look at the brand turning the ad industry on its head with humor, creativity and a fearless approach to storytelling. The small but mighty creative team has always led with entertainment first, capturing the loyalty of Americans that helped pave the way to its most recent partnership with Madison Square Garden. Murphy also shares advice to today's CMOs on how to navigate brand messaging in today's world, citing lessons learned from his time in agency world and his time at a bold brand like Liquid Death.

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After eight years at the US trade association, Kaplowitz is stepping down from her CEO role. In this episode of Campaign Chemistry, she joins editor Luz Corona to reflect on her tenure at The 4As, discussing the "bittersweet" transition out of the organization. She shares insights on the works she is proudest of during her tenure, the challenges faced during the pandemic (similar to the ad biz challenges of today) and the critical role of content and resources for agency members. Kaplowitz also offers advice for her successor and future industry leaders working through the current landscape of the advertising industry, emphasizing the need for adaptability and grace.

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In this episode of Campaign Chemistry, the agency leader shares insights into his journey of building a cultural connections agency focused on underestimated audiences. He discusses the importance of reimagining DEI, the challenges of growth marketing and the need for brands to authentically engage with cultural conversations to avoid that unappetizing "brand soup" moment. Worthington also offers lessons learned and valuable advice for aspiring agency founders against the backdrop of indie agencies on the rise.

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In this episode of Campaign Chemistry, editor Luz Corona sits down with the multi-hyphenate content creator to discuss Powell's unique approach to content creation on B2B platforms such as LinkedIn, Hootsuite and Sprout Social. “Jayde of all trades” elaborates on her strategies for repurposing content, balancing freelance work for brands such as Timberland with her own personal projects, and the payoff that comes with creative freedom these partnerships provide. Powell also discusses the changing landscape of B2B marketing, driven by younger generations who seek more creative and engaging marketing strategies.

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In this episode of Campaign Chemistry, Campaign senior reporter Leslie Blount speaks with Danielle Hawley, global head of creative and brand at Uber, and Dave Horton, ECD and partner at agency Special U.S., for a peek into the kitchen for the 'Football is for Food' campaign by Uber Eats. They discuss the creative process, the importance of humor (especially when it's self-deprecating) and the dynamics of their client-agency relationship that made this collaboration such a success. The duo also share a BTS look at working with the famous foodies like Martha Stewart and Hot Ones host Sean Evans along with frontman Matthew McConaughey, Charli XCX, Kevin Bacon and Great Gerwig.

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That's why Coors is reminding its consumers that the beer is "made to chill" for them on these occasions.

In this post-Super Bowl conversation, Marcelo Pascoa, marketing VP for Coors Brands, discusses the multichannel 'Case of the Mondays' Super Bowl campaign that was launched in January with a series of "universal" and relatable mistakes. The brand inconspicuously teased Monday-prone errors like typos in its advertisements on major advertising "stages" like Times Square billboards, print ads in the NY Times and finally, Super Bowl night.
 

Pascoa emphasizes the importance of creativity and collaboration with agency partner Mischief, highlighting how the two worked together to ensure it hit the right notes of humor and timing, and other standout ads of the night.
 

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Thirty parties, if we are getting specific.

On this episode, Verizon VP of partnerships Nick Kelly discusses the telecoms brand’s innovative approach for this year’s Super Bowl. The brand is focusing on local engagement and a customer-centric strategy through its major Verizon FanFest activation, where Verizon will be hosting SB watch parties and experiences in its 30 NFL markets across the country. Kelly shares a behind the scenes look on how the major feat is coming to life, from command rooms to employee engagement, and how the brand is tailoring the events to honor the culture of each market.

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Enter Pepsi.

In this conversation, Campaign senior reporter Leslie Blount speaks with Pepsi head of brand marketing Jenny Danzi about the brand's exciting on-site plans for the Super Bowl in New Orleans. They discuss the comeback of 'The Pepsi Challenge' and the brand's strategy to engage consumers through food and beverage pairings. They also discuss the significance of Pepsi Zero Sugar, especially in today's landscape of changing consumer behavior, and the overall experience Pepsi aims to create during the big game weekend.

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Convo Highlights
 

1. Paid subscriptions for media are increasingly valued by audiences. The Ankler has grown rapidly since its inception, focusing on quality content that lives behind a paywall. Quality over quantity is essential in content creation.
2. The entertainment industry is constantly undergoing significant disruption and change, from national crises to key players in the streaming space.
3. The creator economy is a vital and independent sector of the media landscape, increasingly gaining momentum in Hollywood. The Ankler recently launched Like & Subscribe, a newsletter solely dedicated to the influence of creators in the entertainment industry.

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As the major holding company's global chief equity & impact officer, Emily Graham is not just sparking conversations—she’s helping drive real transformation. 
 

In this episode, Emily Graham takes us through her career journey in ad agency world leading groundbreaking DEI initiatives. The discussion explores how the industry is evolving, the tough client conversations that are shaping progress and the powerful role employee resource groups play in building inclusive spaces. She also shines a light on industry emerging talent in the Diversity Action Alliance, a non-profit coalition dedicated to enhancing racial and ethnic diversity in the comms world.

And even with all the momentum, Emily reminds us of the importance of protecting your peace while staying committed to the work.

Conversation Highlights:

1. The current state of DEI is complex and fraught with challenges, especially in the ad industry. Graham reports companies are taking one of three paths: doubling down on inclusivity efforts, reform, or retract.
2. Transparent client conversations are crucial for effective DEI strategies. Graham advises brands that are reforming DEI initiatives establish a clear vision and commitment.
3. Employee well-being is paramount in navigating industry challenges, especially in today's news cycle that includes environmental catastrophes, a divisive political climate and anti-DEI rhetoric. ERGs play a vital role in fostering an inclusive and supportive culture.
4. Protecting one's peace is important in a demanding role like leading efforts in the DEI space. Graham credits leaning on colleagues and allies for support while remaining committed to the work.

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The conversation also highlights what is to come for Campaign in the American market, including the relaunch of the Campaign website, the innovative Campaign Cup initiative during March Madness and more.

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Wilcox talks through the first activations of recent wins including Carnival Cruise LIne and Wells Fargo; the establishment of Omnicom Advertising Group to house the holding company's BBDO, DDB and TBWA brands; Omnicom's Q3 year-over-year financials; and the legacy of TBWA chairman Jean-Marie Dru's seminal 1996 book, Disruption: Overturning Conventions and Shaking Up the Marketplace.

She describes how she is using the latter as inspiration to provide an environment where young creatives are inspired to come and ply their trade.

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Seth talks about attracting Gen Z consumers by taking "your grandmother's brand" Coach into the metaverse, introducing sub-brand Coachtopia whose products are good both for business and the planet, why consumers are the boss and spending time with them in their homes and while they are shopping, and Tapestry's commitment to sustainability in a market not known for that quality.
 

He also updates us on Tapestry's move to acquire Capri — owner of  the brands Versace, Jimmy Choo and Michael Kors — which was blocked by a U.S. court last week.

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In this episode, design guru Denekas tells Campaign Chemistry how he utilized his roots at Energy BBDO, Wieden+Kennedy and Instrument working on iconic brands such as Levi's, Nike and Dodge to construct a next-generation creative offer.

He also opines on subjects including Nike's recent troubles, what a Crispin client looks like now, building a diverse creative team and working within the Stagwell holding company.

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And in most corners of the country, odds are you have two competing options–Home Depot or Lowe’s Home Improvement. So how does the latter win consumers over? The brand is focused on developing a stronger loyalty program to drive more repeat visits, while using its creative to reach the newest generation of home buyers.

The brand has shot for the stars with its partnerships, bringing in the world’s top soccer star, Lionel Messi, for a summer campaign touting its associates who love to assist customers. This fall it revived its NFL partnership with Travis Kelce, Christian McCaffrey and Dak Prescott taking center stage in the campaign to spotlight the home improvement chain’s customer service, app offerings and more.

Behind it all is Jennifer Wilson, a long-time Lowe’s marketer who took on the CMO role in the spring. She brings nearly two decades of experience at the brand and recently on-boarded a new creative partner, Dentsu Creative. 

In this episode, we’ll dive into the strategy behind the loyalty program, why Lowe’s is tapping sports stars and how Lowe’s has created a solid marriage with Dentsu Creative. 

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Fast-forward to today, and Bubble has more than 2 million followers on TikTok and has expanded into retailers including Walmart, CVS and Ulta Beauty. As it reaches beyond its core demographic to adults, it's dedicated to being transparent and clear about which of its products are safe for kids and teens. And it’s carved out a niche around mental health and creating joy that’s unique in the beauty space. 

In this episode, St. Clair, VP of brand and creative, talks about building the Bubble brand and how the company taps into its young community for product development insights. 

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The Twitch CMO says that as livestreaming technology becomes more advanced, more creators are entering the Twitch universe from different categories — from travel to music to entertainment — and she’s working to help the community and advertisers understand the breadth of content on the platform. 

In this episode, Delphin also teases plans for TwitchCon, kicking off in San Diego on Sept. 20, and shares her predictions on where the livestreaming space is headed. 

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Leading the charge is CMO Michelle Crossan-Matos, who joined the beauty retailer in early 2023 to lead marketing efforts, from upper-funnel brand campaigns to lower-funnel performance ads and the company’s retail media network, as well as its 44 million-member strong loyalty program. 

Under Crossan-Matos, Ulta has pledged to create 10 million moments of joy. Central to the Joy Project are Ulta’s retail associates, who are becoming the face of Ulta’s brand through its Beauty Associate Ambassador program. 

In this episode, Crossan-Matos chats about how Ulta is keeping up with a changing beauty  landscape and why having a strong purpose is essential for brand success.

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That’s the challenge Ciara Dilley tackles every day in her role as global VP of brand at Lay’s and Quaker, two iconic snack brands under the PepsiCo umbrella. This year, that work has manifested in a global brand refresh for 150-year-old Quaker and an investment in women’s soccer for 92-year-old Lay’s. 

In this episode, Dilley chats about how she manages the two brands globally while allowing them to adapt to their local markets, and shares why she thinks global corporations have a responsibility to give back to their communities, whether or not purpose marketing is in vogue.

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The SVP and chief revenue officer of Frontdoor is responsible for overseeing marketing, sales and product for the home warranty brand as well as the Frontdoor app, which connects homeowners with qualified professionals to help with repairs. 

After shepherding the launch of the Frontdoor app in April 2023, Collins set her sights on revitalizing the 53-year-old American Home Shield brand with a new campaign fronted by Saturday Night Live star Rachel Dratch. 

In this episode, she dives into her role as chief revenue officer, takes us behind the scenes of the rebrand and talks about the future of the Frontdoor and American Home Shield brands.

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The home goods and bedding company launched in 2014, as direct-to-consumer brands were starting to flood the marketplace. Like others, it steadily grew its audience and customer base on platforms such as Facebook and Instagram before expanding into physical stores in 2016, making an impression on shoppers with its easy e-commerce set-up and messy-chic lifestyle aesthetic.

Today, though the DTC space has evolved, Parachute is still focused on creating a brand people can connect with — both virtually and physically — as consumer shopping habits continue to evolve. 

In this episode, Kaye chats about why she set out to launch her own company and why brand and storytelling have always played a key role in its success.  

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As part of her remit overseeing marketing and customer experience, she’s modernized the department by bringing in-house functions such as content, analytics and mar tech, and shifting investment toward digital and social media. At the same time, as consumers began shopping more for consumer staples online during the pandemic, Knebusch has pushed Georgia-Pacific’s brands further into e-commerce and retail media. 

In this episode, Knebusch chats about leading transformation at a nearly 100-year-old organization and what the future looks like as new technologies such as generative AI enter the picture.

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The nonprofit organization creates educational assessments and accreditations across industries, helping people in both schools and workplaces upskill and advance their learning in a variety of fields. While ETS is not a household name like some of Froah’s other previous companies, the opportunity to help transform a business undergoing a major evolution was too exciting for her to pass up.

In this episode, Froah chats about ETS’ rebrand, completed in the spring, how innovation fits into her role and what’s next for the organization.

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With Joe Biden ending his candidacy July 21, Democrats are giving this challenge fresh thought as Kamala Harris steps into the spotlight as the party’s frontrunner nominee. As a younger candidate with proven social media savvy, Harris has an opportunity to match Trump’s social media prowess. 

According to Ramaa Mosley, cofounder and chief creative officer of Gen Z-focused agency Adolescent Content, both candidates can only win with Gen Z by being clear and authentic about their policies and entertaining in their online communications.

In this episode, Mosley shares insight on how candidates can reach Gen Z and what brands can learn from their strategies during a contentious election cycle. 

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Debbi Vandeven, global chief creative officer of VML, was the jury president for the Titanium Lions last week in Cannes. She takes us inside the jury room, where creatives awarded the Grand Prix to Doordash and Wieden + Kennedy for Doordash-all-the-ads, a Super Bowl campaign that Vandeven described as an extremely clever product demo. 

In this episode, Vandeven also chats about some of the other contenders in the Titanium category and shares how her takeaways from Cannes are informing her approach to creativity at VML. 

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Cannes Lions 2024 – final UK shortlists table
 

A double win for Canada: Heinz Ketchup and Rethink Toronto win the Creative Effectiveness Grand Prix for It has To Be Heinz and DIabetes Diagnostics Solution and Klick Health Toronto win the Innovation Grand Prix for Voice 2 Diabetes.

PR agencies are doing well this year at Cannes, as Pop Tarts and Weber Shandwick win the Brand Experience Activation Grand Prix for the First Edible Mascot. 

Plus there was a lot of dancing at the Campaign party at Carlton Beach and we have interviews with some of the guests.

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Cannes Lions 2024 – final UK shortlists table
 

The big talking-point of day three was Elon Musk, owner of X and boss of Tesla, who came to talk to advertisers but he was defiant about the concerns of some brands, insisting he will "choose free speech rather than agreeing to be censored for money".

At the awards, retailer Mercado Libre and GUT Sao Paolo won the Media Lions Grand Prix for Handshake Hunt and skin care brand Serave and Ogilvy PR New York won the Social and Influencer Lion for Michael Cera-Ve.

Plus two UK-based brands have won their second Grand Prix of the week – in each case for the same piece of work. Specsavers and Golin won the PR Lions for The Mishearing Test and Microsoft’s Xbox Game Pass and McCann London won the Direct Lion for The Everyday Tactician.

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Charlotte Rawlings, roving reporter for Campaign in the UK, Maisie McCabe, editor of Campaign UK, Rahat Kapur, editor of Campaign Asia, and Alison Weissbrot, editor-in-chief of Campaign US, join Gideon Spanier, UK editor-in-chief of Campaign, to discuss the second night of awards.

Cannes Lions 2024 – rolling UK shortlists table
 

The Grand Prix Lions wins included German DIY-store chain Hornbach and Heimat\TBWA for the Square Metre in film craft and Spotify Advertising and FCB New York in digital craft for Spreadbeats.

Plus French telecom group Orange and Marcel won the Grand Prix in Entertainment for Sport for “Women’s Football” and we report on how the Olympic torch came to Cannes Lions on Tuesday.

We are hosting the daily podcast all this week – with a different mix of Campaign editors and journalists who are on the ground in Cannes talking each day.

Look out for the Cannes evening bulletin email at about 10pm French time every evening and make sure you follow the Campaign podcast wherever you listen to your podcasts.

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Nicola Merrifield, premium content editor of Campaign in the UK, David Brown, joint editor of Campaign Canada, and Kate Magee, global intelligence editor of Campaign, join Gideon Spanier, UK editor-in-chief of Campaign, to discuss the first night of awards.

Cannes Lions 2024 – rolling UK shortlists table
 

The Grand Prix Lions wins included Specsavers and Golin for Mishearing Test in radio and audio for the UK and Dramamine and FCB Chicago for The Last Barf Bag in Health & Wellness for the US. 

There were two Grand Prix wins in outdoor for Pedigree and Colenso BBDO Auckland for Adoptable by Pedigree and for Unilever’s Magnum and Lola Mullen Lowe Madrid for Stairs.

We are hosting the daily podcast all this week – with a different mix of Campaign editors and journalists who are on the ground in Cannes talking each day.

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We discuss our Cannes Contenders — the creative work that we hope will do well in the Lions awards —and look forward to the new humour category, plus we offer practical tips for getting through the “marathon” week.

Campaign also speaks to festival CEO Simon Cook as award entries are “broadly flat” on a year earlier and the Olympic Torch comes to Cannes on the Tuesday of the festival.

We are hosting the Campaign daily global podcast for the second year in a row – with a different mix of Campaign editors and journalists who are on the ground in Cannes talking each day.

Each show will follow a similar format as we are going to record each episode at the end of the day. We will tell you about who’s won all of the top Lions awards – the Grands Prix – and we will report all the big news from the talks and sessions at the Palais and the evening parties.

Look out for a Campaign Cannes email bulletin at about 10pm French time every evening and make sure you follow the Campaign podcast wherever you listen to your podcasts.

You can watch the Cannes Contender ad from Sammakorn, which is mentioned in this episode, here.

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The Argentinian-born creative joined the agency about eight months ago from Grey, where he leads a global team across 120 countries from his home base in Madrid. He runs the department as what he calls an “open kitchen,” where everyone is involved and visible in the creative process. 

In this episode, Campopiano shares his views on advertising’s confidence crisis and how that is manifesting with the emergence of generative AI, opens up about his own struggles with mental health and talks about why he’s excited to see humor return to Cannes. 

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There, she’s focused on driving subscription growth and engagement while broadening the audience beyond finance professionals and C-suite executives to all working professionals with an interest in business news. Under Weiss, The Journal this week launched its largest brand campaign in years based on this premise, highlighting its quality journalism and its appeal to a broad audience. 

In this episode, Weiss chats about the future of the news business and where AI will play a role and shares details on The Journal’s recent campaign marking the one-year anniversary of reporter Evan Gershkovich’s detainment in Russia.

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• Not all holiday shoppers are the same, they buy and stream differently.  
• Deal-seekers are increasingly impulse shoppers online and now, on TV.   
• Secrets to staying top-of-mind during the extended festive season.

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The iconic ad agency has brought on a new leadership team over the past two years, led by Laura Maness as global CEO and Gabriel Schmitt as global CCO. The pair have been focused on bringing consistency and rigor to the agency known for its “famously effective” work while evolving its culture to be more collaborative.  

Grey is also one of the lead agencies for The Coca-Cola Company, working closely with WPP OpenX, the bespoke unit for the CPG giant, on global campaigns for brands across its portfolio. In November it brought on a dedicated leadership team to steer work for the client.  

In this episode, Maness and Schmitt also talk about how Grey is embracing generative AI and share their predictions for Cannes.

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The company rolled out its much anticipated cross-platform measurement product suite, Nielsen One Ads, in January 2023, with a goal to phase the industry off its legacy systems and currencies by late 2024. But transforming the way the industry values media and transacts on it has proven an arduous process that requires all stakeholders to transform their systems and strategies.

Deirdre Thomas is at the forefront of updating Nielsen’s measurement tools to keep up with shifting audience habits, namely by adding big data to the longstanding Nielsen viewership panel. While adoption of the new product suite is still taking place, Nielsen is building to become a yardstick for apples-to-apples measurement in a world where people consume entertainment fluidly across platforms.

In this episode, Thomas also gives insight into Nielsen’s conversations with the industry at this year’s upfronts and shares her views on where measurement is going. 

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The Big Apple-focused real estate app has cemented itself as the place to rent an apartment in the concrete jungle. Now, it wants real estate buyers to know they can use the platform as well. 

Bridget Sullivan was behind StreetEasy’s latest brand campaign, released in March, which likened the New York City real estate buying journey to an epic odyssey to raise awareness among buyers. StreetEasy worked with creative agency Mother and artist collective Buck to bring Renaissance-style paintings to life across the city, including two full block-length murals in SoHo and Williamsburg.

In this episode, Sullivan chats about how the campaign came to life and why StreetEasy is remaining committed to the New York market.

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If you were on TikTok this summer, you likely saw videos of people acting out a violent death after drinking McDonald’s Grimace milkshake.

Marques Gartrell and Brandon Henderson are the creatives behind this campaign, which went viral and sets a playbook for how marketers can relinquish control and let their consumers take the reins on a creative idea in the age of social media.

The co-CCOs of Wieden + Kennedy New York stepped into the role in September as part of a restructuring that put a trio of leadership — two CCOs and a president — in charge of each office. 

In this episode, they chat about running creative at one of the world’s most famous agencies and tease the work they’re creating for brands such as Michelob Ultra and FanDuel for Super Bowl LVIII.

Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts. 

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In her nine years leading Wieden+Kennedy, DeCourcy evolved the agency to embrace digital and social media while reshaping its policies and leadership team to reflect an increasingly diverse workforce. She did it all while raising her daughter as a single mother. 

Two years ago, she came out of a brief retirement to join Snap as chief creative officer, compelled by the platform’s mission to right some of the wrongs social media has inflicted on society and particularly on youth. Snap’s most recent campaign, Less Social Media, More Snapchat, released in February, embodies this ethos.

In this episode, DeCourcy also reveals her favorite campaign she has ever worked on. 

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In her role, Bellan-White leads the agency to continue to help brands lean into their purpose and make work that fits within the cultural context. This doesn’t mean being overtly political, but rather understanding the dynamics in which consumers are experiencing a brand.

In this episode, Bellan-White chats about why it’s critical for brands to stay committed to purpose in a turbulent time, particularly ahead of the 2024 election. She also shares wisdom from her time working all over the world, including as CEO of Ogilvy in Africa, as well as her time as CMO of Vice.

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Robinson sees opportunities to grow Martin’s entertainment and design businesses, the former focused squarely on inserting brands into culture. The agency certainly did that back in the fall, when it nearly broke the internet with a cryptic post from Snoop Dogg saying he was going “smokeless.”

Also in this episode, Robinson talks about the industry’s lack of forward movement on DE&I and his hopes for pushing progress in his new role.

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Over her 30-year career at Deloitte, Kounkel has led various functions, such as the Consulting Technology practice, where she helped other marketers transform their tech stacks to keep up with the demands of digital. Now she’s doing the same work for her own organization, where she’s leading the team to be more integrated and adopt new technologies such as generative AI.

In this episode, Kounkel also talks about balancing creativity and craft with demand generation and other B2B necessities, how she’s navigating brand purpose in a polarized world and how marketers can partner with the rest of the business and the C-suite to achieve better outcomes.

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Over the past three decades, AKQA has grown to more than 5,000 employees around the world with longstanding clients such as Nike. In an era when digital agencies are struggling to keep up, AKQA stays ahead of the curve by following a mantra it instilled early on: “It’s good to be first, it’s better to be good, it’s best to be both.” 

In this episode, Ahmed talks about AKQA’s history, new innovations he is excited about (hint: the Apple Vision Pro) and Future Lions, the agency’s long-running program that invites students from around the world to compete on a brief at the industry’s biggest creative festival. 

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Acquired in 2022 by Canada-based holding company Plus Company, Mekanism began shifting its offer around the premise of “soul and science” — prioritizing the importance of brand-building that extends creativity through the full funnel. Harris is candid that the shift wasn’t easy — but a year and a half later, the dust has settled and the year ahead is promising. 

In this episode, Harris also chats about how Mekanism is adopting generative AI and sheds light on the agency’s work with President Joe Biden’s 2020 campaign — as well as, yes, that viral Peloton ad. 

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This episode includes clips from the day, coupled with exclusive interviews with our speakers and expert analysis from the Campaign US editorial team.

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Joy Robins joined The Times in spring 2023 to lead the storied publication’s advertising business. Since then, she’s led its push to launch ads on more of its properties, such as The Athletic and within Wordle, and has incorporated generative AI into The Times’ first-party targeting and brand suitability tools to add more nuance to parameters. 

In this episode, Robins also chats about how The Times balances the objectives of its subscription business with those of advertisers and shares her thoughts on the state of the media ecosystem.

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Her combined role as chief marketing and communications officer gives her a unique purview to do so, leveraging the insight from Accenture’s more than 700,000 global employees to better tell the story of its brand. 

In addition to her day job, Kramer is the head of Accenture’s disability employee resource group. In the fall, she spearheaded Accenture’s partnership with Disability:IN and TD Bank to bring together other marketing and communications leaders across the business world to put accessibility at the forefront of everything they do.

In this episode, Kramer also chats about how Accenture’s marketing and comms teams are structured and how the organization works with Accenture Song and Droga5 to spread its message. 

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But at Campaign US, we were watching for the ads. 

In this episode, editor-in-chief Alison Weissbrot, creative editor Sabrina Sanchez and reporter Bailey Calfee break down the most viral moments of the game, from Cetaphil’s creator controversy to NYX’s last minute ad pull to Taylor Swift chugging a beer and Usher bringing his (peace up) A (town down) game. 

We also share our favorite and least favorite ads of the night and break down how USA Today’s Ad Meter results compared with those of our own panel of chief creative officers.

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That’s why a group of industry leaders launched Blackweek last month, a new conference aimed to reframe the conversation about DE&I to push action and economic progress for historically underrepresented groups. 

Andre Grey, chief creative officer at Annex88, is one of the cofounders of Blackweek. He hopes the forum helps finally move historically underrepresented groups into the center of conversations and business decisions — where they belong.

In this episode, he chats about Blackweek’s vision as well as the current state of DE&I in advertising and why now is the time to double down.

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Marques Gartrell and Brandon Henderson are the creatives behind this campaign, which went viral and sets a playbook for how marketers can relinquish control and let their consumers take the reins on a creative idea in the age of social media.

The co-CCOs of Wieden + Kennedy New York stepped into the role in September as part of a restructuring that put a trio of leadership — two CCOs and a president — in charge of each office. 

In this episode, they chat about running creative at one of the world’s most famous agencies and tease the work they’re creating for brands such as Michelob Ultra and FanDuel for Super Bowl LVIII.

Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts.

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That’s according to Joe Staples, chief creative officer at independent agency Mother. As one of the founding members of Mother’s LA office, Staples came to the office with “mise en place” – a French cooking term for having all of your ingredients on the table — from Mother’s reputation and history for edgy and out-of-the-box thinking — and the opportunity to put it together in a fresh way.

Staples, who was diagnosed with dyslexia and ADHD as an adult, has a keen understanding of how to get the best out of neurodivergent talent, which are predominant in creative fields.

He also chats about his time at Wieden+Kennedy, his study of jiu-jitsu and his favorite piece of creative that he’s seen recently — a simple window display from Hermès. 

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