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The End of Burst-Only Influence: Why Brands Must Build Always-On Creator Programs
The future of brand influence is not about the loudest single moment. It is about the longest presence.
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The Agency of the Future
The forces reshaping agencies are not simply cost-cutting measures, they are a response to how brands market and how consumers behave.
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The Search Traffic Collapse Is Forcing Publishers to Adapt
The AI search reckoning isn’t a temporary disruption. It’s a permanent restructuring of how audiences discover and consume content.
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Why Everyone Has Their Own ‘Flavor’ of SPO
Ultimately, the reason everyone has their own “flavor” of SPO is because SPO is not one-size-fits-all.
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Reclining and Redefining: How Couch Time Became Conversion Time
Antonia Faulkner, Head of Corporate Communications and Ads Marketing, Analytics and Insights EMEA, Samsung Ads explores how the home screen is evolving from a passive starting point into one of the most compelling marketing environments.
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How AI Is Transforming Marketing Measurement
Marketing has always been about creativity, connection, and impact. Today, thanks to AI, it is also about precision.
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Why Undervalued Traffic and Last-Click Attribution Are Costing Brands
The future of performance marketing isn’t about choosing the right channel. It’s about understanding contribution and rewarding it accordingly.
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The $0.99 Can and the Saga of AriZona Tea—a Lesson in Brand Equity and Brand Risk
This isn’t just an AriZona story. It’s a warning for every brand navigating inflation, loyalty, and cultural relevance. When trust is part of your equity, protecting it isn’t optional—it’s the work.
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From AI to ROI: Why Customer Trust Is the Ultimate Growth Engine
From AI to ROI, the path is clear. Brands that focus on trust today will be in a strong position, regardless of how technology evolves.
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Inside the Gentle Rebranding of the Snuggle Bear
PopIcon spoke to Allison Feldman, Vice President Fabric Softener and Personal Care Brands at Snuggle, to learn more about the Bear’s rebranding.
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Brands Are Sleeping on YouTube: Here’s The Five Biggest Mistakes They’re Making
Every platform requires its own strategy. Instagram, TikTok, and YouTube are not interchangeable.
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Does Your Agency Really Understand Your Customers… or Your Business?
It’s time for agencies to get beyond the Mad Men thinking. Their job isn’t to ask how to get the right message across a particular channel to maximise efficiencies, it’s how to get the most useful message out to drive growth where it’s most needed.
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CTR is a Strategy That Isn’t Clicking Anymore
Metrics like view-through conversions, watch time, video completion rate and thumb-stop rate offer a far more accurate view of effectiveness.
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The Best Spot of the Super Bowl: La Latinidad
Bear with me here—Bad Bunny delivered the best ad of the Super Bowl. Not the best halftime show (who cares about that ranking?), but the best ad.
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Creative Intelligence: When AI Becomes a Mirror for Human Taste
AI shows advertisers how well an ad is understood and which components within the creative are going to appeal to the needs and tastes of the target audience.
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Why 2026 Is the Year Performance Marketing Finally Stops Guessing
If your measurement only exists inside the platforms, your strategy isn’t owned, it’s rented.
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Retail Media Can Expand the Funnel — or Finally Expand the Market
Retail media’s next chapter will be shaped by whoever succeeds in making the broader retail landscape work as a system rather than a collection of silos.
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Tips for Optimizing Ad Performance for Your FIFA 2026 Campaigns
With the FIFA World Cup less than six months away, are your advertising and marketing plans set?
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How Pringles Built “Pringleleo” in Their 2026 Big Game Ad
Is it possible to build your dream man? The answer is yes, according to Pringles Big Game ad (and their mascot Mr. P.
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Looking forward: How AI is Reshaping Ad Creative and Propelling MMM into a New Era
AI promises to redefine MMM entirely, ushering in an era of live, organic intelligence systems that fundamentally alter the human role in strategic marketing.
