When these elements align, brands can turn attention into measurable outcomes and improve the return on every campaign.
BRANDS + MARKETERS
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Adlook research across six markets shows how casual fans and match outcomes can change everything about campaign timing.
By Shane Buckley, Head of UKI Restaurants, Uber Advertising From pre-match snacks to watch parties…
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AW SHORTS – BRANDS + MARKETERS
As AI accelerates and marketing budgets tighten, creativity is thriving in chaos, but only when guided by clarity. The boldest ideas are coming from brands that turn evidence into conviction and use data to bring creative freedom.
Marketers cannot overlook top- and mid-funnel tactics if they want to make a real impact in peak shopping season.
Going viral is a sugar rush. Belonging builds enduring brand equity—the kind that keeps you relevant long after the spotlight fades.
Brands that invest in communities, foster dialogue across lines of difference, and tell honest stories don’t just earn attention—they earn loyalty.
The 2025 Go-to Brands List is a reminder that, even in a world obsessed with tech, trends, and transformation, the brands that win are the ones that make people feel seen, supported, and empowered.
Sustainability needs to taste simple, actionable, guilt-free, and unlock value pools that would be impossible to activate in a world pre-AI and pre-efficiency fever.
The future of influencer marketing isn’t transactional. It’s relational. And it starts with recognising that influencers are brand partners, not adverts.
If the deal sounds too good to be true, it’s probably because you’re paying for it somewhere you can’t see.
The future of growth belongs to the leaders, and the CMOs, who understand that visibility isn’t just exposure. It’s equity.
SMEs must be prepared to learn and experiment, but they don’t need to sit on the sidelines of programmatic. With the right guidance, they can claim their seat at the table – and challenge the dominance of legacy players with smarter, leaner campaigns.
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.
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