UPCOMING ADVERTISING WEEK EVENTS

A campaign can deliver the desired result without settling whether every part of the media buy earned its cost. On Modern Marketing and Measurement, Spencer Potts, Co-Founder and CEO of Precise.ai, makes the case for looking beneath campaign totals to examine the buying decisions that produced them.

With platforms and technology providers promising easier discovery, faster campaign setup, and more efficient distribution, creator marketing is starting to look more like the rest of digital advertising. For brands managing a growing number of creator relationships and assets, the appeal is obvious. But it also raises a reasonable concern.

Every couple of years, the same story plays out in women’s sport. A big event, the Women’s World Cup, the Euros, arrives. Hype builds. Brands announce big-bang sponsorships, campaigns, tie-ups with high-profile sportswomen. If we’re lucky, we get a result like the Lionesses’ win. Then everyone celebrates how far women’s sport has come…and the activity quietly recedes until the next big moment.

There’s a familiar refrain happening inside marketing organizations right now: “We need to use more AI.”

There’s an obvious problem with trying to tell your business story at a World Cup final. People are watching the World Cup final.

It’s easy to point to the cultural license to enjoy a little extra sugar. But look closer, and Halloween teaches a lesson that any indulgence brand can apply: offer people a reward to anticipate, work for and build rituals around, and they’ll revel in justifying it.

For the past year, launching an MCP server has become one of the clearest ways for a company to say, “We’re doing AI.”

Influencer marketing has grown up a hell of a lot. The days of sticking a product in the hands of someone with a massive following and hoping for the best feel quite distant now, even if some campaigns still test that theory.

Healthcare advertising has a tendency to look the same. Doctors walking through hallways, impressive medical equipment, lists of specialties, and awards that are supposed to convince us we’re in good hands. None of those things are unimportant, but when every hospital leads with the same message, how is anyone supposed to tell the difference?