Ulta Beauty began the year with a Golden Globes sponsorship. Then, it showed up at the Super Bowl. Now, the pop culture train is still chugging, and the brand is also keeping an eye trained on DEI initiatives and the effect of tariffs, all with a new marketer at the helm.

At the end of February, Kelly Mahoney, who has been with Ulta Beauty for the last decade, was promoted from interim CMO to CMO, succeeding Michelle Crossan-Matos, who left the beauty retailer in January. We spoke with Mahoney about how the brand is balancing its various marketing priorities in this next phase, and what it will take to pull it all off.

“Beauty is a cultural force,” Mahoney said. “At the center of that is just where you show up, from a culture perspective. Because that’s about relevance, and that’s about making sure that you’re able to live authentically in your purpose, where your customers and where your guests are.”

Continue reading here about Ulta Beauty’s approach.—JN

Data clean rooms are hot with advertisers, and ahead of upfronts season, Warner Bros. Discovery is leaning in.

This year, the company is onboarding several major agency holding companies into its clean room, which is supported through partnerships with the ad-tech company Snowflake and the media measurement provider VideoAmp. Using its ad-tech platform Olli, WBD inputs advertiser data through its clean room and leverages the first-party data in its Audience Graph to serve targeted ads across its inventory through its StreamX platform.

WBD’s clean room securely processes data transfers and aims to more precisely serve campaigns, David Porter, ad sales research, data, and insights head at WBD, said, which the company outlined in a proof-of-concept study detailed in a whitepaper published in January.

“Data clean rooms are a buzzword these days, and we’re hearing a lot about them,” he told Marketing Brew. “It really is an all-purpose utility application.”

Continue reading here about Warner Bros. Discovery’s approach.—JS

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

Rob Wilk is the chief revenue officer of Yahoo. He’s spent nearly three decades in advertising and media and has worked at companies including Snap, Microsoft, and Foursquare.

Favorite project you’ve worked on? Right now, it’s Yahoo’s overall transformation. We’re not simply updating; we’re completely revitalizing iconic properties like Yahoo News, Mail, and Sports, to deliver seamless and highly engaging user experiences. It’s incredibly exciting to be a part of this major undertaking that’s bringing the iconic Yahoo brand to a new generation of users. This includes leveraging AI responsibly, prioritizing data integrity and user trust, and ensuring a positive experience for every user.

What’s your favorite ad campaign? Picking just one is tough. I’m drawn to campaigns that resonate emotionally and creatively. Nike’s “Just Do It” is a timeless classic, known for its simple yet impactful messaging. More recently, Airbnb’s shift toward experience-driven marketing has impressed me. ‌Their focus has shifted from simply being a hotel alternative to creating inspiring and aspirational marketing that appeals to a broad audience seeking unique travel experiences.

One thing we can’t guess from your LinkedIn profile: While my professional life centers on data and marketing analysis, I like to step outside my comfort zone and push my own personal boundaries on a daily basis. I once performed a 15-minute stand-up comedy routine in NYC’s West Village—was definitely a nerve-racking experience!

Read more here.

Nearly 9 in 10 US Gen Zers (89.3%) are on YouTube; the platform far outpaces Instagram, TikTok, and Snapchat.

This cheat sheet highlights five key charts covering ad revenue, viewership, and social media trends—revealing YouTube’s growing influence. Unlock YouTube’s advertising potential.

Mergers and acquisitions, company partnerships, and more.

• Publicis acquired the data and identity marketplace Lotame, which it will fold into its marketing unit Epsilon.
• Mntn, the connected-TV company, sold Maximum Effort back to its co-founders, Ryan Reynolds and George Dewey, recombining the brand marketing agency with its film and television production business bearing the same name.
• Liquid Death inked a deal with the Philadelphia Eagles to become the official iced tea of the reigning Super Bowl champs.
• Unwell Hydration, a beverage brand from podcaster Alex Cooper, signed on as an NWSL sponsor for the 2025 season.
• E.l.f. Cosmetics, meanwhile, became the NWSL’s first leaguewide beauty sponsor.
• Red Bull and Poppi joined MLS’s Inter Miami as sponsors.
• Delta is now the official global airline of the PGA Tour under a multi-year deal.
• AB InBev extended its partnership with the tour, making Michelob Ultra a partner of the PGA of America, the Ryder Cup, and the PGA Championship.