Whereas cult brands are smaller by nature and often aligned to an existing niche, culture brands can be scaled, effectively defining and creating their own niche as they grow.

Instead of conceding that meaningful interactions in the marketplace are only the territory of smaller, niche brands, culture brands demonstrate that powerful brand stories can be leveraged at any size.

Having now been through this self-reflection process, we look forward to putting to action where the report showed opportunities for growth.

Gymshark announced that it’s partnering with Steel Warriors – a brand and charity that transforms the lives of young people affected by knife crime, violence, and social exclusion. 

Pop culture offers brands more than relevance; it provides an opportunity to create lasting, emotional connections with audiences. At a PMC-hosted Advertising Week New York 2024 panel, leaders from Maybelline, Dick Clark Productions and Billboard shared how iconic collaborations, immersive experiences, and cultural moments are shaping the future of brand engagement.

Leadership teams feel it’s critical to spend time strengthening and growing talent. This is the base from which their organizations can thrive.

On the evening of Monday, October 7th, 2024, the 20th edition of Advertising Week New York kicked off with a grand celebration honoring outstanding women in the advertising industry.

As we move forward, it is vital to recognize the invaluable role that Black barbershops and salons play in the community.

When we rise with roots intact, we don’t fall; we elevate collective consciousness, affirming that progress and authenticity are not mutually exclusive but mutually enriching.

What CMO doesn’t at one point or another dream of being at the helm of a cult brand? It seems like such an ideal end-game for all sorts of ambitious marketing efforts and niche positioning.

In communities, brands have entire audiences ready and waiting to become customers – or, even better, lifelong fans. But they must first find these communities, and spend time understanding their audiences so they can build 3C frameworks to tap into the power of like minded groups collected in one place.

While we may have experienced a summer of sport – festival season also made its mark. And with a jam packed schedule of both large scale and niche festivals, from Glastonbury and Coachella to Ultra and Bludfest – there really is a festival for everyone.

As technology advances and creative horizons expand, parks are poised to deliver unparalleled adventures that blend fantasy and reality, crafting transformative experiences that captivate, inspire, and leave lasting impressions long after the visit concludes.

To succeed, today’s brands must blend the best of both worlds, fostering in-person connection while considering the role our online lives play in that picture. The goal isn’t to get noticed; it’s to be remembered. And nothing is more memorable than a shared, real-world experience.

Since Gen Z snubs traditional marketing, it’s even more essential that brands meet them where they are – whether that’s on social media, in the metaverse or at IRL events that blend the two.

Brand integrations represent a promising way of connecting with consumers. Faced with rising costs and an increasingly fragmented media landscape, many marketers are turning to the strategy of weaving a brand into the existing story lines of film, TV, streaming or influencer programming.

The opportunities and challenges associated with a workforce that is increasingly age-diverse are many.  And no matter when you find yourself on the age/experience spectrum, you can play a role in finding and highlighting the value-creating opportunities and minimizing or eliminating unproductive friction.

The Olympics in marketing is a little like the Super Bowl, but it only comes around every four years. A lot of brands are counting on a lot of eyeballs to make marketing budgets count. In the past you could almost hear the marketing shots being made by big advertising execs, and see them fall flat on big billboards and small scrollable screens.

Just like the Olympians and Paralympians, this needs time, training and precision to win gold.

There are no shortage of ways in which brands can authentically engage with this complex generation. Those that make the effort to really understand Gen Z and speak to them on their own terms will, of course, be best placed to benefit from their fast-growing spending power.

Boomers remain the agents of social change and consumer superstars that they’ve always been. Celebrate them, help them pursue their dreams, facilitate their desire to give back, and take advantage of their tech-savvy ways to reach them in environments they trust and prefer.

 Here are four ways HR leaders can take a more personalized approach to wellbeing strategies.

Whether you watch just the opening ceremony, fanatically follow synchronized swimming, or keep the Olympic Games on a screen at all times, this year, keep your ears tuned in a little more carefully. You might feel a deeper connection to the athletes, the host city and the larger phenomenon of the Olympic Games.

It’s not an easy balance to strike, but with restrictive financial regulations now in place, it’s a vital one for ambitious football clubs to get right.  And the clubs that do, will likely be the clubs that see future success on the pitch.

These principles will make you more technological, sustainable, cooperative, and open minded. CEO Confidential is not a secret anymore. And we couldn’t be happier.

Can you chase profits and thrive, while having the planet benefit from your offer in terms of products and services? Can a CEO be sustainable at all?

Overall, a no-holds-barred Q&A allows you to show your humanity while also showing your commitment to authentic leadership.

Empowering your creative team with clear communication and continuous learning opportunities can enhance accountability and boost productivity at your firm.

Replacing a key team member could cost up to four times their annual salary! Plus, the loss can demotivate your remaining staff, increasing turnover even more.

Did you know that integrating more women into leadership roles isn’t just about equity—it’s also smart business? 

Navigating the complexity of workforce data can often feel daunting, but it’s a gold mine of insights waiting to be unearthed.

Understanding the changing dynamics within Gen Z presents an opportunity for advertisers to innovate and differentiate their approaches.

Embracing diversity can have transformative power in the workplace, allowing people to be more seen, more supported, and more heard.

If the world is to preserve its wonderful natural heritage, driving diversity in the outdoors is non-negotiable for all of our wellbeings.

As of 2024, the startling reality that women earn merely 84 cents for every dollar earned by men continues to challenge our progress toward a truly equitable workplace.

Social media is much broader (and much more crucial to a marketing strategy) than we think. In order to capitalize, companies need to dive in and understand what makes each channel unique.

The dynamics of cultural influence have undergone a notable shift, with the era of mainstream gradually fading into the background as subcultures rise to prominence.

Dear CEO, here is your homework. Use that innovative and hyper-flexible human capital that the post-Covid 19 world has given you, across all generations. This is your lucky strike. Don’t fight it, and just work it.

Without a sonic strategy you risk either being consistently wrong or being inconsistent with your music choices – both of which could damage your brand and marketing effectiveness.

Corporate social responsibility is a wide-encompassing term describing how a company holds itself accountable for its impact on the community — on a local, national, and sometimes even global scale.

Right now, every fitness provider and personal trainer is claiming they can get you the New Year results you want. While going it alone can be daunting, it can be equally hard to find someone who truly understands your needs.

There are times where we should let brands do what they do best and there are other times where it’s incredibly rewarding to push forward. The challenge in branding is recognizing when these moments are, and seizing them.

A new chapter of user-centred innovation is here, and it’s all about going beyond the average and expected.

In times of uncertainty, it’s easy to focus on the things outside of our control. Instead, we’d be better off focusing on the things we can control, such as enacting real change within our organisations by making culture a focus for the year ahead.

The recent King’s Speech is now the bellwether for anti-climate prevarication, and for advertisers, it hammers home the need to push in the opposite direction; and aim even higher in creating the reductions we need.

Great people don’t grow on trees, so it’s crucial to try and find people who are a good fit. And that’s the same whether they are coming in at a junior level or as team leaders.

Should your company embark on a path to Net-Zero? My answer is an emphatic yes.

After a turgid start to the year, the M&A market is picking up speed – with more than half of European players expecting to pursue game-changing deals into 2024.

With tensions in culture rising, “purpose” is again being questioned as an unwelcome hindrance to profit-making.

As we prepare to enter a new year, what unique challenges does this present for CMOs?

Top talent is always crucial in driving business growth. Companies need the brightest and the best as part of a diverse and committed workforce.

The algorithms and AI tools being used today to generate content, optimize for engagement, and drive the attention economy are often at the cost of truth and nuanced dialogue, and one can even draw a parallel to the damages caused by the fossil fuel industry itself.

Campaigns for office and ballot initiatives have fairly black and white success metrics. Either a candidate is elected and a ballot measure passes, or they don’t. Simple.

Clearly, people can and will spot when brands overreach with their purpose campaigns and initiatives.

The adtech, advertising, and media industries have the power to meaningfully reduce their environmental footprint…

Multiple funding sources reduce reliance on any one lender – specifically during a time of more intense risk. Making these moves now will help make the business more resilient in the near and long term and provide peace of mind, knowing there is easy access to a safety net.

We wanted to give you a little glimpse of the highlights through a recap of our last in person event, Advertising Week.

The number of leadership roles being filled by BIPOC talent is actually decreasing and all the words in the world won’t help. Here are ten actions that our agency has found effective in keeping our EDI efforts moving forward.

Guided by Agencias Argentinas, this project aims to create a hub of Argentine talent, enabling firms to provide marketing, content, and advertising services to other markets in a unified and collective approach. The objective is to stimulate the communication industry and achieve a 5x growth in the coming decade.

Mental health and well-being are truly the next frontier in the ever-present battle for great talent, reclaiming the relevancy of advertising agencies as sought-after workplaces once again –– and an important new way for agencies to create more welcoming and inclusive cultures.

Advertising Week New York delegates already know how special the PENN DISTRICT venue is as it played host to the biggest Advertising Week event ever. We sat down with Stephanie Blake, CEO of Skylight, the company behind the PENN DISTRICT.

We have spoken to industry experts about how brands can advertise authentically during Black History Month and how they can carry these principles of diversity and inclusion into their hiring practices, branding strategies and storytelling throughout the year.

Group Black has built the infrastructure, measurement capabilities, and operational teams for over 250 Black-owned media companies, enabling them to compete with anyone in the industry.

Businesses are being forced – by their customers, by their governments, by their shareholders – to invest in sustainability, to reduce emissions and inequalities.  This system change is only going in one direction, with pressure groups and punchy start-ups pointing the way that individual consumer and employment choices will follow.

As more companies offer green products, the uptick in false advertising lawsuits will continue through 2024 and beyond.

Becoming a parent marks a monumental shift in a woman’s life. Stepping into motherhood is not just about new experiences and responsibilities,  it’s also the onset of a transformative consumer journey.

Creative is most effective when audiences see themselves reflected in it, so being cognizant of these key concerns when planning creative will drive impact by building relevance.

Here are four ways the ad industry can recapture and sustain its sizzle as a destination for the best and brightest

Advertising Week gathered insights from the advertising, media, and technology experts who attended.

Critically thinking about cultural exploration is a pursuit worth pouring effort into. Not only does it make us more effective marketers, it makes us more open-minded people.  

Common ground between Gen Z and Baby Boomers may seem worlds apart, but as advertisers we can use our craft to bring them closer together and achieve powerful, effective campaigns simultaneously – just by relying on the Heart, Art and Science.

Federal government shutdowns cast a long shadow of uncertainty over the advertising industry. These shutdowns are not merely inconveniences; they have severe financial repercussions.

Avoid ageist stereotypes and biases and meet 50+ consumers where they are with a holistic approach that taps into 50+ adults’ wide-ranging information needs, engaged lifestyles, and willingness to invest in themselves, and you’ll enhance your brand’s connections with this dominant demographic in business-building ways.

In the categories of fashion, lifestyle and gaming, the study found that Black creators generate 10.5x the media value of their non-Black creators. You can find the full study here.

This first Impact Report describes the progress we’ve made towards that mission across a range of stakeholders from the period of June 2022 to June 2023.  

All players have a role in providing credible guidance and advice around  carbon emissions associated  with marketing and the clock is ticking, so it’s time for everyone to roll up their sleeves and get to work on projects that will make a difference.

We spoke to four leaders in adland about how they utilise their commutes, both to and from work, to gear them up for the day ahead.

We can build more successful partnerships by rehumanising the process of hiring an agency and refocusing on what each side needs from the other.

Group Black profile of Pod Digital

Group Black profile of Audiomob

Group Black profile of Cxmmunity

Group Black profile of Reach TV

Group Black profiles Black Women Talk Tech

Hispanic Americans represent a real and growing population of consumers and developing marketing, advertising and messaging that speaks to  their unique needs can improve your overall customer portfolio, and if done well, your bottom line. 

The success of your digital campaign among 50-plus consumers will depend not only on efficient targeting and a compelling offer, but mobile-friendly design and a seamless transaction mechanism that makes buying a breeze.

The power of brand to influence consumer behaviour is well acknowledged, but how can advertisers help their clients tell compelling and evidence-based stories to encourage people and businesses to make more sustainable choices?

Marketing shouldn’t be mentioned in the same breath as the air travel industry when it comes to waste—it’s a “bad look,” to say the least.

Women’s sports have steadily gained popularity with a significant increase in viewership across a variety of leagues and tournaments on a global scale.

Human beings collaborating to be creative and innovative with ideas on how to connect brands to people who choose to buy into them is one of the most important investments a brand should use to succeed and thrive.

In a consumer market as sophisticated and nuanced as Asia, such hollow gestures fall flat. Dollars and polish might form part of a premium experience; but they do not, in themselves, define the concept.

By going beyond surface-level problems and digging deep into the behavioral roots, we can unlock insights that have the potential to reshape entire industries.

As a recovering UK economy continues grappling with high inflation, the advertising industry is showing strong resilience by maintaining small but steady growth, according to the latest AA/Warc report.

Nostalgia is often dismissed as the preserve of older generations, harking back to a rose-tinted, long-gone view of the world. But, in reality, it is an intense human emotion that works across all ages – and music can unlock its power and energy in ways that little else can.

In light of the ongoing Women’s World Cup, we wanted to explore the ever-evolving landscape of fandom.

The lines between commerce, social, streaming, and gaming platforms have blurred. Often our digital identities are fueling how and where we shop.

Businesses are eager to reduce that impact while leveraging the benefits of technology. The question is, how? That’s where the concept of green IT comes into play. 

By using simpler language, we invite more people into a relationship with art with the sort of fervour that rivals the watercooler discussion of any drama series finale.

What with the recent release of Netflix’s latest sports series ‘Tour de France Unchained’, and the conclusion of the Tour 2023 this weekend, it might be time for brands to start considering whether they’re making the most of an excellent marketing opportunity. 

Don’t be afraid to buck the trends, open doors and embrace opportunities to elevate trailblazers.

Despite the strong proof of enduring benefits around brand purpose, if committing to a purpose-driven transformation doesn’t feel right for your brand, it probably isn’t.

From police forces to politicians to TV presenters, trust in the establishment has sunk to an all-time low. Mike Foster, founder and strategic creative director at Straight Forward Design, asks how brands can step into the breach.

The choice to use music or not use it, is crucial, but it’s a choice you must make, not one to just let happen

For businesses as both employers and as brand owners, the LGBTQI+ community and its allies are important demographics to consider and support through Pride, and Pride related marketing and promotions.

NBA Star Chris Paul sits down with HBCU students from across the country to discuss his upcoming book, Sixty-One: Life Lessons from Papa, On and Off the Court.

I can recall a time when business culture and culture culture were not only separate, but uninterested in each other. Boundaries were present. But today, business culture is culture. And it’s about time we recognize it.

Disney. Lyft. Buzzfeed. Whole Foods. From big brands to small businesses, from layoffs to closures, the recession is affecting everyone.

This struggle between studios and writers may be an age-old challenge, but this strike shines a light on something that should make every advertiser take notice.

The real change doesn’t come when we discuss sustainability on a yacht. Real change happens with two additional steps.

Here are three tips for marketers looking to reach this ‘holy grail’ audience.

Mining the quantitative and qualitative data on Asian American consumers can result in the understanding needed to engage this coveted population segment in an authentic manner.

This report is just a small sample of Claritas’ vast data and insights that are available to help drive more effective marketing.

While everyone likes easy money, there is a silver lining to the newfound focus on every dollar spent in advertising. With more measurement in place, we’re in a better position to keep track of our carbon footprint.

To bridge the gap and effectively engage different subgroups and communities, financial services firms must offer equitable opportunities and ensure that their workforce reflects the diversity of their customer base.

As a more flexible, feature-rich, and cost-effective solution, cloud calling is poised to carry enterprises into the next phase of hybrid work and empower tomorrow’s businesses to perform at their best.

With explosions visible on the horizon, I found myself and my family confined to our house in a village 15 miles north of Kyiv.

Marketers looking to advance their careers should consider doing a zig zag. instead of just moving up, try moving to a new industry.

Now that they have much more choice and freedom in how and where they spend their time, brands have to allocate spend to meet new clients, customers and employees not just where they are but where they want to be.

As brands prioritize diversity and inclusion, they need to ensure intent and education converts to action.

For AAPI Heritage Month, we sat down with Lynnwood Bibbens, CEO of ReachTV, and Keshia Hannam, Editor in Chief of Eastern Standard Times, to discuss the important and impact of their partnership.

The 50+ audience has the spending power, freedom and flexibility to enjoy a wide range of travel experiences, and they’re making plans now.

The benefits of working in a network for career development and movement can be built on for employees at all levels but it is particularly relevant for early-stage talent.

The biggest shift lies in changing the mindset and structure around professional ascension being focused on people management.

Whatever deals are struck, the sheer energy of women’s sports coverage means brands will be racing to land endorsements.

Recent research suggests that carbon emissions driven by advertising are still increasing, rising by 11% between 2019 and 2022.

Why not start building advocacy with the most engaged (and captive) audience you have: your employees!

Older Americans control 70 percent of disposable income. Reaching them is both an advertising imperative and career opportunity.

Budget cuts, changes in consumer behavior, and increased competition are only a few of the potential effects of recession on our industry.

There are clear signs that the entertainment industry is finally embracing and representing the 50-plus demographic.

Until recently we’ve lived in a society where women were supposed to just stay home and raise kids. But this isn’t the case anymore.

Some of the most enduring news visuals captured by Getty Images photographers and videographers have been heart-breaking events sparked by our climate crisis.

I have found these tried and tested processes to be invaluable for finding simplicity and clarity amid complexity.

As we move into 2023, the uncertainty and speed of change for businesses that started in 2022 shows no sign of letting up.

Q&A with Helenor Gilmour, Director of Insight & Strategy at Beano Studios

To get through to Gen Zers, brands need to pay much closer attention to where they are placing their content.

2023’s International Women’s Day theme – DigitALL: Innovation and technology for gender equality explores the impact of the digital gender gap

2023’s International Women’s Day theme – DigitALL: Innovation and technology for gender equality explores the impact of the digital gender gap

Gender inequality in the tech sector is evident, an issue that requires more investment, more support, and more action.

Why does the UK Government choose to support UK advertising businesses at global events from Advertising Week to SXSW to Cannes Lions or Shanghai International Advertising Festival?

Now is the time to rethink audience targeting, ditch the green tax, embrace new cultures and lean into humour.

Local news matters, and local TV is still the leading way (even when the path darkens) to reach a local audience.

In this report, we provide unique data, analytics and actionable industry insights that will help you effectively engage the fast-growing Hispanic population.

Until 24 February 2022, we were just a strategic communications agency. After that day, we became a real family with a unique history.

Culturally there is a lot of division right now, and not everyone is going to agree on anything – especially cultural issues.

Instead of clinging to overly rigid standards, today’s leaders should be digging in on the places where their organization falls short.

Long term thinking is key for decades to come, when COVID-19, the recession and 2023 are all but distant memories.

Brands have shifted toward creating more live experiences around the big game that foster a deeper connection with consumers.

Transparent measurements are the key to giving brands the ability to dissect the exact carbon impact of their campaigns and partners.

The next time you think about your bottom line, don’t discount “goodvertising” as a part of the overall marketing plan.

Accenture proclaims “The Modern CEO is a sustainable CEO.” That is of course true, but I believe it is much more.

Super Bowl TV audiences are predicted to once again rise; increasing on last year’s half-decade peak of 112m viewers

As a leader of an organization, the journey for balance starts with creating margin and releasing control to grow on an everyday basis.

Brands from virtually every segment have been hard hit by the economic downturn, which has led to layoffs, hiring freezes and budget cuts.

Pointing to surprisingly fair weather, the IPA Bellwether report has revealed better-than-expected results for Q4 and potential cause for temporary celebration, despite ongoing economic uncertainty.

Digital experiences cannot be replicated in print, and vice versa. Neither cancels out the other and both have a valid place in marketing.

Downturns are painful on many levels, but in some ways, they provide opportunities. There’s less competition in advertising as marketers hold back, which makes it easier for brands willing to market to stand out.

At year-end, we’ll look back to see how accurate our soothsaying was. We’ll measure our hits and misses and then, as always, make a new set of predictions for 2024.

Representation matters in creativity on every level. We all know that. The truth is without true representation, the work suffers.

Now is not the time to hit the snooze button on your PR and communications efforts, but to invest time and effort into crystallizing your company’s story and fortifying its reputation in the marketplace.

A focus on autonomy and collective ownership allows employees to belong to and own their role far more intrinsically than they could in an over-engineered hierarchy.

Empathetic and in-depth support should be a given from employers, especially against the backdrop of the pandemic and current cost-of-living crisis.

The opportunity to grow a gift subscriber into a long-term customer is exactly the source of growth most retailers are seeking—the legendary conversion!

According to Kelly Revestijn, Senior VP, Strategic Planning at Advantage Unified Commerce, the pandemic “created lost time for GenZ and Millennial consumers.

Only time will tell if Musk’s recent interventions have shaken the foundations of the social media marketplace or proven to be little more than a storm in a Tweet cup.

Cultural sensitivities are changing fast and brands need to keep up. That doesn’t mean you will always get it right, but you have to try.

The very act of binary gender targeting is hopelessly out of date. Will the ID solutions and CDPs ever offer a ‘they/them’ audience attribute alongside he and she?

From in-store shopping to gifts laced with meaning, brands will need to pay attention to this generation as it gains spending power.

Only by knowing the true worth of their product can brands make sure they deliver value to consumers, while avoiding the race to the bottom, writes Mike Foster, founder & strategic creative director at Straight Forward Design.

If marketers truly want to strive towards a more sustainable future, they need to ensure they’re not only providing traffic that is high in value, but are also implementing techniques that truly optimise the user journey.

In summary, find the people who are passionate about making a difference and give them the opportunity to have a bigger impact. Work with the right partners, such as B-Corp, THG Eco and MyCarbon.

As brands prioritize diversity and inclusion, they need to ensure intent and education converts to action.

At the end of the day, the key to evolution is and has always been agility. Those who are willing to remain flexible and adapt to new and better ways of working will always succeed.

There isn’t a brand in existence that doesn’t need to implement health and wellness into itsidentity from the inside out, starting with its own employees and internal culture, and sharing that self-love out to its customers.

By Maxwell Hills, Founder, Hills Law Group As a service-based business, one of the most…

Brand suitability solutions are a powerful tool during Qatar 2022, allowing them to benefit from the huge audiences, while not being seen as endorsing controversial views.

There is a fine line between fostering inclusivity to align with brand ethos and being opportunistic.

Economic turbulence can be daunting, but companies shouldn’t lose sight of the bigger picture.

I’m confident in the future of our creative industry for a few reasons, but the big one is represented by the one thing that AI cannot replicate: nuance.

The ultimate test is to challenge everyone to have accountability in the outputs they oversee. This will keep skills developing, engagement high and your team operating like a best-in-class marketing organization.

By remaining vigilant and demonstrating that brands understand their customers’ concerns, companies stand to build meaningful, loyal relationships.

By deeply understanding our audiences first, we can meet users with the right message at the right time, empowering both us and our advertising partners to make a difference in their health and wellness journeys.

While the economy and consumer confidence continue to fluctuate, retailers can still win this upcoming holiday season.

Dealing with bias requires examining your assumptions and the assumptions of other professionals’ work for a brand or entity’s communication.

Unfortunately, 2022 is throwing retailers another curveball. Rising inflation and accompanying monetary policies have ushered in profound economic uncertainty.

The dedicated, undistracted and undiluted resource provided by an independent business transformation team can fix your problems, regardless of their nature.

Advertising Week caught up with Raconteur CEO Will Brookes to discuss how marketing shifts during recession, what to invest in should a recession happen, and the tone of voice brands should be using when times are tough.

The more products you sell to a home, the more loyal it is and the harder it is for that home to switch—in large part out of habit and convenience.

Across skincare, beauty, and broader health & wellness, audiences want information they can trust. But all too often, they get a skewed version of reality from social media, or encounter misinformation in online resources.

In our report, we explore what people need for relief — and how we, as health and wellness marketers, can better reflect their experiences and provide actionable resources. 

Audiences are more focused than ever on building their overall, long-term well-being. But many people experience a gap between intention and action, showing they need greater support in setting and reaching their goals. 

Jokes aside, working at Wanderlab is a privilege. We get to produce award-winning work for clients, whilst having fun along the way.