News Archives

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.

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.

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.

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.

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.

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.

The Best Spot of the Super Bowl: La Latinidad

Bear with me here—Bad Bunny delivered the best ad of the Super Bowl. Not the best halftime show (who cares about that ranking?), but the best ad.

Breaking the Silos: Building a Smarter, More Integrated Media Engine

Today I’m joined by Sean Corcoran, President of MissionOne Media, a new arm of BarkleyOKRP. We talk about what happens when creative, media, and analytics stop operating in silos, and the benefits of an agency fully engaging & collaborating with your brand’s team.

Creative Intelligence: When AI Becomes a Mirror for Human Taste

AI shows advertisers how well an ad is understood and which components within the creative are going to appeal to the needs and tastes of the target audience.

Why 2026 Is the Year Performance Marketing Finally Stops Guessing

If your measurement only exists inside the platforms, your strategy isn’t owned, it’s rented.

Retail Media Can Expand the Funnel — or Finally Expand the Market

Retail media’s next chapter will be shaped by whoever succeeds in making the broader retail landscape work as a system rather than a collection of silos.

Tips for Optimizing Ad Performance for Your FIFA 2026 Campaigns

With the FIFA World Cup less than six months away, are your advertising and marketing plans set?

Scott Shamberg on Private Equity, Independence & Building MileMarker for the Mid-Market Moment

Private equity has reshaped agency land—but the story is more nuanced than headlines about roll-ups and margin pressure.

How Pringles Built “Pringleleo” in Their 2026 Big Game Ad

Is it possible to build your dream man? The answer is yes, according to Pringles Big Game ad (and their mascot Mr. P.

Relevance Rebuilt: How Agentic AI Is Redefining Contextual Advertising with Thomas Ives, RAAS Lab

Thomas Ives of RAAS Lab explains how AI-driven contextual intelligence is moving beyond keyword traps and brand-safety false positives to interpret content with human-like nuance

Looking forward: How AI is Reshaping Ad Creative and Propelling MMM into a New Era

AI promises to redefine MMM entirely, ushering in an era of live, organic intelligence systems that fundamentally alter the human role in strategic marketing.

AI Licensing Helps Publishers, but Won’t Save Them

Publishers have split into two camps: those who license, and those who sue.

How Creator Sports Network Is Delivering Gen Z Scale Without Cannibalizing Broadcast

Live sports are having a generational identity crisis—and Barrick Prince is building the solution in real time.

Speed to Spend: Smarter Curation for Modern Media Teams

On this episode of Modern Marketing and Measurement, I sit down with James Leaver, the CEO & Co-Founder of Multilocal Media, to talk about why curation has gone from buzzword to business driver.

LEGO’s Smart Bricks Show the Future of Innovation Is Experience, Not Algorithms

In an AI-obsessed world, the brands that stand out will be the ones that truly know when technology enhances the human experience and when it gets in the way.

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