Analyses
Creem and Spin rock again at SXSW. Are their reboots viable or just clouds in our coffee?
One has a new magazine cover that’s too naughty for the USPS.
Meet five Black women business owners breaking barriers and embracing equity
Inspired by International Women's Day earlier this month, Shannie Mears, head of talent at The Elephant Room, profiles five Black women business owners who are building brands and striving to make the world a better place for business, community and self.
Can the metaverse make a comeback in 2023?
Is it game over for the metaverse, or is it just getting started? Many brands gambled and lost last year. Have lessons been learned? And what are the next evolutions of metaverse brand activations we'll likely see this year?
Deinfluencer trend is a ‘cry out’ for more credible partnerships and content experiences
Experts explain why the #deinfluencing movement is a good thing for content creators and brands.
#Unstereotype: Have influencers done a better job of eroding gender stereotypes than advertising?
Many female influencers encourage body positivity, encouraging followers to 'be themselves'. But has this meaningfully eroded harmful gender stereotypes? And is traditional advertising keeping pace?
Female gamers are harassed online. Are platforms doing enough?
Recently, we highlighted the shocking misogyny that female gamers face in esports. Continuing the thread, in the run-up to International Women’s Day, Campaign deep dives into the root cause to find lack of DEI is a systemic problem.
How brands and agencies should talk about sustainability
Amid fears of greenwashing and a new era of greenhushing, brands are tiptoeing around communicating their sustainability journeys.
‘It's going to be messy’: Ad industry scrambles to standardize sustainability
Sustainability working groups and coalitions are still figuring out how to measure and benchmark carbon emissions before reduction efforts can get underway.
Data clean rooms: The solution for brands' identity hurdles?
The demand for DCRs has skyrocketed due to privacy concerns and growing first-party data use by advertisers. We look at how effectively brands are using this tool and what its limitations are.
The creator marketing complex is unprepared for deepfakes
And it could result in victimized creators losing out on brand partnerships.
Twitter remains core to Super Bowl ad plans, but other platforms emerge
Brands still find value on Twitter for the Big Game – but they’re using other platforms too, as they remain wary of potential brand safety issues and ongoing turmoil.
Why TikTok is not the place to be for brands during the Super Bowl
Before and after the game are a different story as brands “scratch the surface” of what they can do on the platform for big events.
Inside the making of Rakuten’s Super Bowl ad
EXCLUSIVE: The shopping and rewards platform’s creative team shares how it worked entirely in-house to conceive, create and produce the Clueless-inspired spot.
The Super Bowl rapid response war room is back, with a virtual twist
Clients and agency partners are once again making plans to get together for the Super Bowl, and with playbooks to rival that of an offensive coordinator.
Martin Sorrell and Wesley ter Haar are ‘optimistic’ about a ‘tougher’ year ahead
The Media.Monks leaders outline their strategy to appease ‘anxious’ advertisers in a deteriorating economic environment that analysts say is ripe for innovation.
Where are all the brands at live gaming events?
Gamers pack out award shows, esports competitions and convention floors — spaces many brands have yet to explore.
Brainstorming, strategy and campaign analysis: Creatives dabble with AI
Agency creatives are beginning to play around with AI tools in the creative process, but applications are limited – and AI is unable to replicate human emotion.
The biggest commerce and retail media trends of 2023
More sophisticated measurement systems, converging commerce and entertainment, new corporate structures. Six commerce experts predict what’s to come for the commerce industry this year. Spoiler: not all brands will prosper.
Changing masculinity: Is advertising doing enough to represent modern men?
Is it time for brands to acknowledge that many of today's men struggle to identify with adland's definition of masculinity and feel misunderstood?
Brands invest cautiously in Disney+ and Netflix
Advertiser appetite for new ad-supported streaming platforms has cooled as user uptake lags, tools remain limited and brands seek guaranteed ROI.
Post-Liver King scandal, brands don’t know which fitness creators to trust
After claiming a natural physique to millions of social media followers, Brian Johnson, AKA Liver King, admitted to using steroids — illustrating the numerous brand safety landmines in the fitness creator category.
As companies hire metaverse specialists, do these roles have longevity?
As the metaverse and Web3 evolve, experts believe they can stay relevant with their strategic minds and ability to understand and explain emerging tech to clients.
As crypto crashes, what’s the next big Super Bowl ad category to emerge?
After FTX filed for bankruptcy this month, agencies are watching for emerging categories at this year’s marketing extravaganza — but they haven’t counted crypto out just yet.
Brands, retailers slash prices for Black Friday amid recession fears
Hoping to clear excess inventory, sales strategies during the kick off to the holiday season will over-index on short-term gains, with heavy discounts predicted to put pressure on margins, according to media buyers.
Reels, Shorts and TikTok: How do advertisers divide spend?
As monetization lags at Reels and Shorts, Campaign US delves into the factors informing how ad spend flows between short video offerings — from performance to audience, maturity and trust.
Struggling to monetize on Reels, creators look to Shorts and TikTok
Even creators with the largest following on Reels are finding it difficult to make a living, making TikTok and YouTube Shorts appealing alternatives.
A break, not a break up: Why agencies are telling clients not to abandon Twitter… yet
Things at Twitter under Elon Musk are weird. Very weird. But not enough for brands to say goodbye to the platform.
To reach diverse audiences, game developers must transform from within
PR and marketing pros discuss how gaming companies and agencies are stepping up initiatives to reach diverse audiences, but internal efforts still lag.
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Twitter ad pause will have ‘little impact’ on media plans, ad buyers say
Social-media platform, which has witnessed a ‘massive drop’ in ad revenue, was already a minor platform on ad plans, according to media agency executives.
Why a midterm ‘red wave’ will put companies’ ESG efforts on the chopping block
Experts predict the Republicans will win at least one house of Congress and wield their power against ‘woke’ corporations.
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