The future of performance marketing isn’t about choosing the right channel. It’s about understanding contribution and rewarding it accordingly.
BRANDS + MARKETERS
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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.
Every platform requires its own strategy. Instagram, TikTok, and YouTube are not interchangeable.
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AW SHORTS – BRANDS + MARKETERS
Start saying no, to vanity, to product-first thinking and briefs with no heart. Tell your product team you’ll take it from here.
The label ‘influencer’ no longer captures this reality. It reduces a diverse ecosystem into a single, superficial category.
Thanks to the streaming revolution, viewers are turning away from linear TV in droves. Even sports are seeing seismic shifts in how fans engage with content.
We all know markets and media spaces are fiercely competitive and budgets are under the cosh. So, we don’t believe in only instinct to land unfair ideas.
True brand power comes from people talking about you because they want to – not because they were paid to.
While brands are unwilling to relinquish hard-won cohesion, there’s some movement toward pushing against monolithic rigidity, in favor of a more flexible, realist’s approach.
For years, the narrative has been that malls are relics of the past, casualties of e-commerce and shifting consumer habits. But Gen Z is rewriting that story.
In a world optimised for clicks, the real opportunity lies in connection. And connection, when it’s done well, is still the most human story we can tell.
With a clear strategy, streamlined process, and creative bravery, brands can be both trend-savvy and authentic.
In a noisy, metrics-driven world, brands that master storytelling will do more than convert – they’ll connect. And connection is what drives sales, repeat purchase, and long-term growth.
Brand marketers should explore how real-world influence networks and word-of-mouth hotspots enable more effective omnichannel strategies. Understanding group behaviour is the skeleton key to unlocking full-funnel growth.
We spoke with Michael Pavone, the CEO and Founder of Philadelphia-based food and beverage marketing agency quench, about what he’s seeing in 2025 so far and what that might portend for 2026.
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