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The Agentic Era Is Here – But the Industry Still Has to Earn Its Way Into It
The agentic era is here. The question is, will we shape it with intention, or will we let it shape us?
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Entertainment Didn’t Just Enter the C-Suite. It Came Back
Pam Kaufman’s hire marks the end of pretending this was optional, at least for brands that want to stay culturally present.
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Experts On How to Build Trust Amid Uncertainty
Sandra Sucher, Professor of Management Practice at Harvard Business School, and David Bersoff, Head of Research at the Edelman Trust Institute, join Justin Blake, Executive Director of the Edelman Trust Institute, to discuss their recent article from HBR.org
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Love, Actually (Is a Full-Funnel Strategy)
February campaigns should be a ramp up that starts off slow before building to Valentine’s Day.
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AI Transformation is Poised to Disrupt the Agency Model – How Agencies Can Come Out on Top
The future belongs to those who control and take ownership over their data. For agencies who embrace this in 2026, the future is bright.
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Breaking Past Media: Rethinking MMM as a Business Driver Mix
Today on Modern Marketing and Measurement, I’m joined by Karen Kaufman, Global Chief Strategy and Growth Officer at Gain Theory.
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The End of Burst-Only Influence: Why Brands Must Build Always-On Creator Programs
The future of brand influence is not about the loudest single moment. It is about the longest presence.
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The Agency of the Future
The forces reshaping agencies are not simply cost-cutting measures, they are a response to how brands market and how consumers behave.
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The Search Traffic Collapse Is Forcing Publishers to Adapt
The AI search reckoning isn’t a temporary disruption. It’s a permanent restructuring of how audiences discover and consume content.
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Why Everyone Has Their Own ‘Flavor’ of SPO
Ultimately, the reason everyone has their own “flavor” of SPO is because SPO is not one-size-fits-all.
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Reclining and Redefining: How Couch Time Became Conversion Time
Antonia Faulkner, Head of Corporate Communications and Ads Marketing, Analytics and Insights EMEA, Samsung Ads explores how the home screen is evolving from a passive starting point into one of the most compelling marketing environments.
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How AI Is Transforming Marketing Measurement
Marketing has always been about creativity, connection, and impact. Today, thanks to AI, it is also about precision.
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Sophie Ozoux, Co-Founder, Kin
Join Katie as she talks with Sophie Ozoux, co-founder of Kin, about the power of community, the evolution of purpose driven work, the value of independence and lessons learned on founding and growing an agency.
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Why Undervalued Traffic and Last-Click Attribution Are Costing Brands
The future of performance marketing isn’t about choosing the right channel. It’s about understanding contribution and rewarding it accordingly.
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The $0.99 Can and the Saga of AriZona Tea—a Lesson in Brand Equity and Brand Risk
This isn’t just an AriZona story. It’s a warning for every brand navigating inflation, loyalty, and cultural relevance. When trust is part of your equity, protecting it isn’t optional—it’s the work.
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From AI to ROI: Why Customer Trust Is the Ultimate Growth Engine
From AI to ROI, the path is clear. Brands that focus on trust today will be in a strong position, regardless of how technology evolves.
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Inside the Gentle Rebranding of the Snuggle Bear
PopIcon spoke to Allison Feldman, Vice President Fabric Softener and Personal Care Brands at Snuggle, to learn more about the Bear’s rebranding.
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Brands Are Sleeping on YouTube: Here’s The Five Biggest Mistakes They’re Making
Every platform requires its own strategy. Instagram, TikTok, and YouTube are not interchangeable.
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Does Your Agency Really Understand Your Customers… or Your Business?
It’s time for agencies to get beyond the Mad Men thinking. Their job isn’t to ask how to get the right message across a particular channel to maximise efficiencies, it’s how to get the most useful message out to drive growth where it’s most needed.
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CTR is a Strategy That Isn’t Clicking Anymore
Metrics like view-through conversions, watch time, video completion rate and thumb-stop rate offer a far more accurate view of effectiveness.
