October 2025 brought another round of senior marketing leadership moves, mandate shifts, and organisational resets across major brands. The pattern is familiar but worth paying attention to: CMOs are moving faster than ever, the roles they’re stepping into look different from the ones they’re leaving, and the gap between what boards expect and what marketing…
Experiential marketing in 2025 is splitting into two camps: brands creating genuine, memorable interactions that shift how people feel about them, and brands spending significant budgets on elaborate stunts that generate Instagram content and very little else. The gap between those two outcomes is not a creative problem. It is a strategic one. The trends…
The Ad Age Nextgen Marketing Summit is an annual gathering where emerging marketing leaders and senior practitioners exchange ideas on where the discipline is heading. If you attend expecting a clean consensus on what works, you will leave disappointed. What you get instead is a useful cross-section of the tensions currently running through the industry:…
Experiential campaigns put people inside a brand rather than in front of it. Done well, they create the kind of memory and emotional association that no banner ad or sponsored post can replicate. Done poorly, they are expensive theatre that impresses the marketing team and no one else. The difference between the two has very…
Impact is a partnership management platform that helps brands recruit, track, and pay partners across affiliate, influencer, and commerce channels from a single interface. It is one of the more capable tools in this category, but like any platform, what you get out of it depends almost entirely on what you put in strategically before…
An impact brand is a business that has built its identity around a clear and credible social or environmental purpose, where that purpose is structurally integrated into strategy, not bolted on as a communications layer. The distinction matters because most brands that claim impact status are doing the latter. They have a purpose statement, a…
The Pizza Hut rebrand is a calculated bet on nostalgia over novelty. After years of chasing fast-casual trends and losing ground to Domino’s on delivery, Pizza Hut has moved back toward its roots: the red roof, the dine-in experience, and the cultural memory of a brand that genuinely meant something to a generation of consumers….
Omnicom acquisitions have followed a consistent logic for decades: buy capability, buy scale, buy market access. The IPG deal, the smaller specialist pickups, the data and technology plays , each one tells you something about where the holding company believes the industry is heading, and more importantly, where the money is moving. For senior marketers,…
Convergence strategy is the deliberate alignment of multiple marketing channels, messages, and moments so they reinforce each other rather than operate in isolation. Done well, it creates a compounding effect where each touchpoint amplifies the next, making your marketing more efficient without necessarily spending more. Most marketing organisations are not doing this. They are running…
Brand ambassadorships work when there is genuine alignment between what a person stands for and what a brand actually delivers. When that alignment is absent, the arrangement becomes expensive decoration: visible, costly, and commercially inert. The mechanics are straightforward enough. A brand partners with an individual, whether a celebrity, athlete, industry figure, or loyal customer,…
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