An algorithmic attribution model uses machine learning to assign conversion credit across touchpoints based on observed patterns in your data, rather than applying a fixed rule like last click or linear. Instead of splitting credit evenly or giving it all to the final interaction, the model calculates how much each channel, campaign, or ad contributed…
A partnership marketing example worth studying is one where both businesses grew, not just one. The best real-world cases share a common structure: complementary audiences, aligned incentives, and a commercial outcome that neither party could have reached alone. They are rarely glamorous. They are almost always deliberate. Most of what gets written about brand partnerships…
Agency holding companies are parent corporations that own multiple marketing, advertising, and communications agencies under a single corporate structure. The largest, including WPP, Publicis Groupe, Omnicom, and Interpublic, collectively manage hundreds of agency brands and tens of thousands of employees across dozens of markets. For clients, they offer consolidated buying power and cross-discipline capability. For…
FTC influencer marketing enforcement has moved well past warning letters and educational guidance. The Commission is pursuing brands and creators with civil penalties, mandatory compliance programs, and public settlements that name names. If your influencer program is still treating disclosure as a creative afterthought, the regulatory environment has changed significantly around you. The rules themselves…
Local marketing for national brands is the discipline of adapting a nationally consistent brand to resonate in specific regional, city, or community contexts without fracturing the brand’s core identity. Done well, it closes the gap between national awareness and local relevance, which is where most large brand growth actually stalls. The tension is real and…
Scaling a partner marketing program is one of the harder operational problems in marketing. You are managing multiple relationships, multiple content streams, multiple approval cycles, and multiple performance reporting requirements, often with a team that was sized for a program a fraction of the current complexity. AI is genuinely useful here, not because it replaces…
Partner marketing is a commercial arrangement where two or more companies collaborate to reach audiences, share costs, or create value that neither could generate alone. The best examples go well beyond logo swaps and co-branded PDFs: they open genuinely new distribution, accelerate trust with unfamiliar audiences, and create growth that a brand’s own channels simply…
The most innovative marketing in 2025 is not the loudest. It is the most precise. The brands getting results this year have figured out how to combine sharper positioning, smarter creative decisions, and a more honest read of what their customers actually want, without chasing every new platform or format that gets written up in…
Retail media strategy is the discipline of using a retailer’s owned media inventory, including on-site search, sponsored listings, display placements, and off-site audience extensions, to drive measurable commercial outcomes at or near the point of purchase. Done well, it closes the gap between brand investment and revenue. Done poorly, it becomes an expensive version of…
Native brand ownership refers to which function, team, or individual inside an organisation holds genuine strategic authority over the brand, not just custodianship of the logo or sign-off on the style guide. In most companies, that question has no clean answer. Brand lives in a gap between marketing, product, HR, and the CEO’s office, and…
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