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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.
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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.
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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.
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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.
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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.
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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?
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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.
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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.
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AI Licensing Helps Publishers, but Won’t Save Them
Publishers have split into two camps: those who license, and those who sue.
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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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How Live Events Connect Brands With the ‘Social Media Generation’
The collective turn-away from traditional media combined with the fragmentation and saturation of social media makes it harder for brands to cut through. But there is one channel that is largely underused, despite high engagement: live entertainment.
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Stop Buying Attention. Start Earning It
With all eyes on the TV and let’s be honest, TikTok. Super Bowl commercials have always been the main event.
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DSP Turmoil Is Forcing Indie Agencies to Rethink Org Structures
Agencies that emerge stronger will be the ones that treat flexibility (organizationally and technologically) as a core business strategy, not a contingency plan.
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Why Incrementality Is Emerging as the Standard for CTV Performance
In a crowded and competitive media environment, incrementality is becoming a practical way to understand performance — and for marketers prove CTV’s value.
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Springboards Exposes the Ease and Risks of Large-Scale Generative Models in New ‘Dangers of AI’ Ad
For agencies, this work serves as a wake-up call for 2026. Generative tools are accelerating, but the creative standard is not.
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Are New Tools Redefining Creativity?
We asked industry leaders if they are expanding their thinking, or shifting it away from craft and judgement towards systems, speed and scale.
