Brand Marketing
Can humans and robots coexist in harmony? TD Bank thinks so
A technology-focused future isn’t one of doom and gloom in the bank’s new brand platform.
Kristina Monllos is a senior reporter for Marketing Brew. She has spent over a decade covering the advertising business for publications like Digiday and Adweek. Her reporting has also appeared in publications like Rolling Stone, New York Magazine's Vulture and Elle, among others. She is also a filmmaker.
Retail Media
‘Data is what we do’: Why Mastercard entered the commerce media race
With roughly 160 billion transactions annually, Mastercard’s data is key to its pitch to marketers, an exec said.
Brand Strategy
Realism over romance: Why some brands weren’t lovey-dovey for Valentine’s Day
“In order to draft off the pop culture fun of Valentine’s Day, you can’t fake it,” one exec told us.
Brand Strategy
Getting in the game for a ‘bargain’: How brands hacked the Super Bowl
Skittles and DoorDash are some of the companies that saw big results from outside-the-broadcast approaches.
Brand Strategy
About that AI Bowl: Reception of AI ads ‘sharply negative’ as brand beefs, misinformation brewed
Meanwhile, a viral Alexander Skarsgård video was rumored to be for AI hardware, and while the video is real, OpenAI said it wasn’t made by them.
Data & Tech
OpenAI’s CMO on the brand’s Super Bowl spot, the AI Bowl, and Anthropic’s ads
“We so strongly believe in people and that these are tools to extend, not replace, people,” Kate Rouch told us.
Brand Strategy
As AI dominates the zeitgeist, some brands are going retro for the Super Bowl
Squarespace, Volkswagen, and Instacart used film and tube cameras for the vibe, aiming to heighten drama, capture realism, and reflect brand commitments to quality, marketers told us.
Brand Strategy
‘He Gets Us’ wants to be more than ‘the Super Bowl ad about Jesus’
The campaign is returning to Big Game for the fourth consecutive year.
Brand Strategy
Behind Instacart’s ‘bananas’ Super Bowl ad
With Spike Jonze behind the camera and Benson Boone and Ben Stiller in front of it, the brand built out a universe for a faux-’80s Europop duo.
Brand Strategy
‘The year of Hershey’s’: Inside the confectioner’s first brand platform in 8 years
The brand is tapping into cultural moments like the Winter Games, World Cup, and America250 to bring its message home, an exec said.