BRANDS + MARKETERS
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There Is No Such Thing as Creative Wearout
Conventional wisdom goes something like this: you produce a new piece of creative, you put media behind it, and over time the ad progresses through a predictable lifecycle. -
The Fragmentation Problem Marketers Are Still Pretending They Can Buy Their Way Out Of
CMOs and CFOs should challenge media plans on more than low-cost impressions or tidy reporting. -
Predictions and Expectations for Advertising Week New York 2026
Ahead of AWNY 2026, we spoke to industry leaders about what they expect to dominate the conversation, how it would have shifted from last year, and what they will be watching closely throughout the week.
Recent Articles
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There Is No Such Thing as Creative Wearout
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Neala Brown, Global Head of Data, Measurement & Insights at Teads
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Oft-Neglected, Local Targeting Represents the Future of Advertising
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Rose Baki, Senior Partner and Head of Strategy at Lippincott
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The Fragmentation Problem Marketers Are Still Pretending They Can Buy Their Way Out Of
AW SHORTS – BRANDS + MARKETERS
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Planning Ahead For the Performance Plateau
The most important thing for any performance advertiser to remember is that they are not trying to replicate the past, but are instead trying to deliver the most traffic and performance right now. -
DMEXCO 2026: AI Hype Is Out. Proof Is In
DMEXCO has just wrapped up in Cologne, and this year it felt different from past editions. Less flash and more substance. -
Better Creative Can’t Fix Broken Social Media Infrastructure
Feed errors go unfixed because no one owns feeds as a strategic asset. -
Agencies Are Rebuilding Search Teams for the AI Era
The agencies that are furthest ahead right now aren’t necessarily the ones that renamed their teams the fastest. -
From Prime Time to “Right Time”: 3 Shifts Redefining the Sports Marketing Playbook
As another fall sports season gets underway, marketers should look beyond the biggest moments on the calendar without losing sight of their power. -
There Are No Shortcuts to Greatness
I’m not trying to convince you that the journey is the destination. But the destination is 100% shaped by the journey. -
Is Brand Storytelling Dead?
The death knoll for brand storytelling hasn’t yet tolled in 2026, but marketing content across the board is feeling hollow due to a combination of factors including an oversaturation of advertisement, corporate hypocrisy, and the usage of AI for creativity. -
Growth Has an Image Problem. It’s Time to Fix It.
Agencies must ensure that growth is seen as something everyone can contribute to, rather than something owned by a small group of specialists. -
Why Your Ideas Need To Be More “Meme”
As the old adage goes: “Keep it simple, stupid”. -
The Future of Advertising Belongs to Creative Systems, Not Creative Departments
Advertising has spent years borrowing the language of entertainment, but the more consequential change is happening behind the camera. Agencies are increasingly being asked to operate like studios, production companies are being invited into the creative process earlier, and creative leaders are finding that their jobs now extend far beyond deciding whether an idea is good enough to put in front of a client. -
The Publishers That Will Thrive Over the Next Century
The publishers who will thrive over the next century will be those that make every ad more effective, every partnership more valuable and every interaction worth more. -
The Death of the Big Audience
The future of social performance will not belong to the brands with the biggest followings but to those that understand the people, places and conversations that matter most.
Recent Articles
-
There Is No Such Thing as Creative Wearout
-
Neala Brown, Global Head of Data, Measurement & Insights at Teads
-
Oft-Neglected, Local Targeting Represents the Future of Advertising
-
Rose Baki, Senior Partner and Head of Strategy at Lippincott
-
The Fragmentation Problem Marketers Are Still Pretending They Can Buy Their Way Out Of