_Editorial Archives

A Very AI Christmas: Did Coca-Cola’s Ad Lose Its Holiday Spirit?

Ultimately, the real magic of marketing is found in the relationships we build and the narratives we craft, and there’s nothing more human than that.

Three Men and an LLM: Why Building Scalable GenAI Is Just Like Parenting a Child

Parenting isn’t done in isolation – as a parent, you rely on family, schools, and communities to help raise your children. AI is similar: businesses should rely on partnerships: consultancies, open-source communities, and collaborations to build robust AI systems that deliver lasting competitive advantage and grow with a company’s evolving needs.

Innovation vs Tradition: Is the Industry Its Own Worst Enemy?

The recent uproar surrounding Jaguar’s brand refresh has been astonishing. What began as a teaser of a new brand identity quickly spiralled into a feeding frenzy of criticism.

How To Get Hyperpersonal Without Overstepping Boundaries

Hyper-personalisation should exist to enhance the user experience, but brands need to be wary of how close they are to crossing the line.

The New Value Exchange Depends on Data Collaboration

Companies that embrace privacy-forward data collaboration will gain a competitive edge, while consumers will be more inclined to share data with brands they trust.

The State of Play in Customer Loyalty

The future of customer loyalty is about creating meaningful, personalised connections that anticipate and fulfil customer needs in real-time.

The Good, the Bad, and the Possible of GenAI for Video Advertising Heading into the New Year

Going forward into 2025, advertisers won’t care whether a piece of content appears on YouTube, Netflix, Hulu or Prime, as long as they can access and take advantage of a video’s data.

The Role of Curation in Building Trust in Digital Advertising

By embracing a purist approach to curation, agencies can optimize their media spending, foster trust with their partners, and ultimately drive better client outcomes.

3 Key Ways RCS Can Transform Text-Message Marketing

These are just some of the dynamic ways that RCS will level-up text message marketing. Start strategizing how you can leverage the benefits of RCS in your marketing program.

Incorporating Effective Storytelling into Your Marketing: Strategies for Lasting Impact

At its core, marketing is about making people feel something. It’s about more than attention—it’s about connection. And nothing connects quite like a good story.

Meet the All-New Kellogg’s Cornelius the Cockerel

Remember Cornelius, the Kellogg’s Corn Flakes mascot? Here in the United States, the character was created at Chicago ad agency Leo Burnett and made his debut on cereal boxes in 1957. “Corny,” as the character was nicknamed, was illustrated with a green body, red comb, yellow beak and a whole lot of personality.

Precision Marketing in the Era of Precision Medicine

As you plan for 2025 and beyond, ask yourself: could our marketing work harder? It’s time to try something different. After all, healthcare marketing doesn’t have to be mediocre; it’s only mediocre if we allow it to be.

2025 Will be a Banner Year

2025 promises to be a pivotal year for the marketing industry. By addressing these challenges head-on and leveraging the tools at their disposal, marketers have a unique opportunity to shape the future of advertising in a way that drives real impact. The question is, will they rise to the occasion?

By Failing to Support Publishers, the Adtech Industry Is Killing Its Golden Goose

The open web is too important to lose. We can’t let it be killed off by walled gardens, but if we keep making it hard for publishers to make money then that’s exactly what will happen.

How Brands Can Drive Positive Change in Youth Sports in 2025

Youth sports are more than just competition. For kids, parents, and fans, they’re a cornerstone of life. For brands willing to join the journey, it’s a chance to create meaningful change while forging authentic connections that drive lifelong loyalty.

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