_Editorial Archives

Passions, Fandoms, and the Art of Engaging Gen Alpha/Z

By deepening their understanding of youth passions and fandoms, marketers can foster engagement that is not only meaningful in the present but also lays the groundwork for future brand affinity.

Beyond MQLs: The New Playbook for Measuring & Proving Marketing’s Impact on Revenue

Shifting from traditional lead generation to genuinely influencing revenue isn’t just beneficial; it’s essential for marketers today.

How Marketers Can Solve the Confidence Crisis

Confidence isn’t just a nice-to-have right now—it’s essential. And brands and their marketers are at the heart of rebuilding it. It’s more than just putting out the right messaging.

From Relevance to Revenue: 3 Ways to Prove the Sophistication of Your Commerce Media AI

AI must be more than a value proposition or marketing message–it should drive true business growth. CMNs ready to lead in this space must go beyond theory and take clear, measurable action.

The AI Revolution: Why Publishers Are More Ready Than They Think

There is no denying that digital publishers will face disruption in the coming years, and not all will be positive. However, the publishing industry has weathered intense technological changes time and time again and survived.

Wally, the Extreme Warheads Mascot, Is Ready To Be Blown Up

By Heather Taylor, Editor-in-Chief, PopIcon If any one brand mascot should be blown up, it’s Wally, the iconic brand persona behind the WARHEADS candy. Only a few brand mascots have ever successfully exploded in the advertising landscape. One of the most famous was Jack from Jack in the Box who was blown away to smithereens in his own drive-thru in…

Can Brand USA Survive Trump?

America’s isolationist policies are also prompting a growth of patriotic consumerism elsewhere, which is bad news for Brand America, and for American brands.

The Value of Original Thinking

Whether it is a marketing campaign that shifts paradigms or a digital strategy that redefines customer engagement, the fusion of AI efficiency and human originality promises a future of boundless creativity.

Flavor as Experience: Why Taste Is the Next Big Differentiator in Experiential Marketing

As experiential marketing evolves, the brands that will stand out are those that treat taste not as an extra, but as a foundational element of storytelling.

Optimized to Matter: The Case for Predictive ML in an Age of GenAI

As the industry evolves, the most effective platforms won’t choose between generative and predictive models — they’ll find the right role for each.

From Survival to Strategy: Reflections on Commerce Media Five Years on From a Global Pandemic

Five years ago, the world was reeling from the COVID-19 pandemic. With billions of people forced to make drastic changes to their lives, few industries were subjected to greater upheaval than retail and ecommerce.

How Have Live Events Partnerships Found Themselves in the Limelight?

Partnerships have often been misunderstood and seen primarily as a badging exercise, but they offer so much more than that. The more brands embrace and embed themselves into festival environments, the more they see what they have been missing.

Have We Reached Peak Creator/Influencer Marketing?

With the pressure on new CEO Fernandez to improve performance, I wonder if increasing creator/influencer marketing is the right tactic for the company today.

Redefining Creative Workflows in the Age of AI

For agencies, the challenge isn’t simply to adopt AI tools, but to redefine how we think about creative work in a world where these tools are part of every brief, brainstorm, and brand system.

America’s Golden Era of Live Sports: Why Brands Need to Think Bigger—and Smarter

or brands that plan smart and stay agile, the field is wide open. It is time to be bold, take risks and leave lasting impressions that drive brand loyalty, sales and long-term consumer relationships.

Contextual Understanding Needs to be Cross-Channel

As AI-powered contextual advertising continues to evolve, one key question remains: Are your partners embedding their full adtech universe, or just scratching the surface?

Swimming Downstream: Why Disruption Isn’t for Everyone

For many brands, the real challenge is balancing the desire to disrupt with the need to be relevant. Disruption for its own sake rarely leads to long-term success.

Leading with Principles in a Complex World – How Agencies Can Stand by Sustainability and DEI

In a time when many are retreating, choose to stand firm, not because you have to, but because it makes you better. And for any business navigating these choices, my advice is simple: find what you truly believe in and build from there.

How Creative Brand Partnerships Are Transforming Airport and Airline Marketing

As the industry continues to innovate, one thing is clear: The golden age of travel isn’t behind us—it’s being reinvented, one luxury partnership at a time.

No One Gets Fired for Buying Social—But Are They Wasting Their Budget?

To effectively reach social-light consumers, brands need to take a data-driven approach to refine their media strategies.

_Editorial

Search

LATEST POSTS