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The Future of TV Targeting Is Intent, Not Behavior
TV won’t develop into the biggest performance channel by importing the old behavioral targeting model into streaming environments, or recreating the bottom-funnel auction dynamics that made other performance channels expensive.
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The Problem Isn’t Needing More Data, but Knowing What the Data Is For
Are you measuring more than ever, but feeling less certain about what the numbers actually prove?
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Shape-Shifters: Escaping the Mass of Mediocrity
Fourth in a five-part series exploring the findings of the Brand Currency Index™ – a proprietary study by Social Element measuring the value of brands on social media.
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Every Brand Has a Social Contract; It’s Time to Articulate Yours
The three archetypes that make a brand’s relationship with its audience visible, and actionable.
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Fame Is Not the Same as Currency
Have you ever wondered how your brand stacks up against others on social – not just your competitors, but other industries?
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Takeaways From the 2026 FIFA World Cup for Marketers
Here’s what I learned from watching and engaging with the content across screens, channels, and platforms during the 2026 FIFA World Cup:
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Spain Won the World Cup. The Underdogs Won the Media Game.
Spain won the World Cup, but underdogs found the media nobody else thought to buy.
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Why Some Brands Matter, and Some Brands Don’t
Have you ever tried to prove the value of social – and found yourself reaching for metrics that don’t quite say what you mean?
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Catch Them Forever: How Pokémon Became the World’s Most Resilient Brand
Thirty years in, the franchise isn’t coasting.
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The Latest AI Divide Isn’t About Technology
Companies have begun to make very different choices about AI.
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Welcome To Retirement, Professor Burke
After 16 years of educating countless consumers about the importance of being properly insured, Professor Burke has traded in his suit and tie for a lei, sunglasses, and fruity drinks served up in coconuts. The Farmers Insurance spokescharacter, played by actor J.K. Simmons, is officially in retirement.
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What the World Cup Reveals About Effective Sales Promotions
Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
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First Came the Beards, Then Came the Coffee Shops
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
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Predictive ROI Is Becoming Marketing’s Most Valuable Currency
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.
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AI Is Amazing. Your Ads About It Still Have to Be True.
The lesson: product demonstrations are a legitimate way to show off AI capabilities, but they must accurately depict what ordinary consumers will actually experience.
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The World Cup Proved Trust Is the KPI That Matters For Brand Experiences
As marketing continues to evolve, the most successful activations won’t simply create viral moments; they’ll create lasting belief.
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The Agentic AI Judgment Cliff We Need To Price In
The market is about to flood with people who can do and starve for people who can direct.
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Fair Game or Fixed Odds? Why Dynamic Pricing Could Break Brand Trust
Dynamic pricing feels problematic when it loses its logic in the eyes of the customer.
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Measurement Crisis: Why More Data Still Isn’t Delivering More Confidence
Measurement is ultimately about decision-making. The organizations making the greatest progress aren’t the ones with the most data. They’re the ones with the clearest understanding of how marketing contributes to business performance.
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Why Cookie-Free Is Still Advertisers’ Best Option
For advertisers, there’s never been a better time to decrease their reliance on cookies.
_Editorial
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