“Second time’s the charm” seems like an appropriate phrase to apply to the TV show Suits.

While the show enjoyed a loyal fanbase for the nine seasons it aired up to its 2019 series finale, the show saw a massive surge in popularity and viewership when it was added to Netflix last summer. In January, Nielsen found that US viewers streamed the series for 57.7 billion total minutes in 2023, more than any other show ever (including previous record-holder The Office).

While Netflix has benefited from the show’s current surge in popularity, some other brands are seeking to get in on it as well. The most recent example is T-Mobile, which, after tapping two of the show’s main actors, Gabriel Macht and Patrick J. Adams, to appear in its Super Bowl ad, now has the pair promoting its Magenta Status perks program.

• The second spot, which rolled out on February 28, shows the pair in various scenarios in which Adams receives discounts on items like movie tickets and a hotel stay because he is a Magenta Status member.

The pair worked well as foils in the spot, Peter DeLuca, T-Mobile’s chief creative officer, told Marketing Brew.

“Suits has been introduced to a whole new audience of individuals,” he said. “[Macht and Adams] have this chemistry which is really unique…that we played off of in this second execution.”

Continue reading here.—JS

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The skit began like so many others in WWE history: a wrestler standing in the ring, boasting to the audience about their accomplishments. But this was no ordinary skit, and the man holding the microphone was no ordinary wrestler.

Instead, Logan Paul, the social media personality turned professional wrestler, was there to make a big announcement: Prime, his sports and energy drink brand, had reached a sponsorship agreement with the WWE. During a segment on WWE’s Smackdown, which airs Friday evenings on Fox, Paul called for a drum roll. A sheet was pulled—presumably by an off-camera WWE staffer—revealing the logo in the middle of the ring.

Going forward, Prime’s logo will be plastered in the middle of the ring during WWE’s Premium Live Events (PLE), which are streamed live on Peacock.

The deal, which represents WWE’s largest-ever sponsorship agreement, is a major step for the global entertainment juggernaut, which is part of TKO Holdings along with the UFC.

• Paul, who has in recent years refashioned himself into a professional wrestler, counts 18.2 million followers on TikTok, and 23.5 million subscribers on YouTube.

Continue reading here.—JN

Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Leslie Lee is global head of marketing at Deel, a payroll and compliance provider. Prior to that she was VP, brand and customer engagement at Atlassian.

What’s your favorite ad campaign? I’m a big admirer of Nike’s “Just Do It” campaign. It’s iconic for its motivational messaging, and it continues to evolve and be relevant with each new generation. The ads go beyond promoting a product; they touch people on a deeper level, creating an emotional resonance with the brand. You know you’ve succeeded in an ad campaign when you can do that.

One thing we can’t guess from your LinkedIn profile: I’m a mom of two teenage girls—yikes!

What marketing trend are you most optimistic about? Least? Authenticity in marketing is not necessarily a new trend, but it’s an evolving one that continually looks different. This trend is about brands connecting with audiences in genuine and transparent ways, emphasizing real stories and experiences. I’m a big fan of communities and user-generated content to enhance brand credibility and enable customers to become your best brand advocates.

As a mom of teenage girls, my least favorite trend is the rise of disingenuous influencer marketing. Have you been into beauty stores lately and seen them overrun by preteens buying retinols and niacinamide? That’s thanks to influencer marketing gone bad! It’s crucial for brands to carefully choose influencers aligned with their values to maintain their credibility.

What’s one marketing-related podcast/social account/series you’d recommend? While it’s not marketing-specific, I love How I Built This, hosted by Guy Raz. It features interviews with entrepreneurs and innovators, uncovering the stories behind the creation and growth of some of the world’s most successful companies. There are always great takeaways I can apply to my own job.

Zoom out and get the whole picture. Understanding what makes video production successful is huge for any biz. Wistia’s Head of Production lays out the entire video life cycle, from planning and pre-production to post-production and distribution. Connect effectively with your audience and achieve your strategy goals with this guide.

Mergers and acquisitions, company partnerships, and more.

• NBCUniversal and AMC will broadcast some Paris Olympics coverage in theaters.
• Two Circles, a sports marketing agency, acquired creative production agency Let It Fly Media.
• The Big East Men’s Basketball Tournament re-upped its partnership with Madison Square Garden through 2032.

How does each generation use social media? Where are the most ad dollars being spent? And what’s next for influencer marketing? Access EMARKETER’s charts outlining the new era of social media and level up your marketing strategy in 2024. Download your copy today.