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When it comes to the world of outdoor apparel, the marketing landscape can often feel like a "sea of sameness" — with endless shots of conquering mountain peaks and intense, solitary struggles against the elements. But for Columbia Sportswear, the outdoors isn't just about survival; it's about enduring conditions that'll warm your heart to great experiences while keeping bodies warm (or cool) in the process.In this episode, Matt Sutton, SVP and Global Head of Marketing at Columbia Sportswear, joins us to dissect the legacy brand's massive relaunch, its first in over ten years. We dive into the company's rich history, rooted in resilience and founded by a family escaping Nazi Germany, and how that grit translates into their modern day movements. Matt explains the strategic pivot to inject humor and irreverence back into their campaigns to cut through the noise, the challenges of maintaining brand identity in a changing climate, and how they are gearing up for the 2026 Winter Olympics with the US curling team.Get cozy and have a listen.
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As the curtain closes on 2025, the marketing and advertising landscape looks fundamentally different from what it did 12 months ago. It was a year where “impossible” comebacks became reality — led by the butter-soaked resurgence of Red Lobster — and where the “creative agency of record” model was tested by bold new partnerships such as JCPenney and Mischief.In this special year-end wrap-up, the Campaign US editorial team dives deep into the stories that moved the needle. From the legal battles over AI in Hollywood to the investigative ripples caused by the Cannes awards fallout, we examine the moments that sparked debate in the C-suite and the Slack channels alike. We also take a hard look at the evolving creator economy, the shifting value of industry awards and the resilience of the workforce amidst a year of significant layoffs. The sound bite"2026 is going to be a busy year."The articlesThe Social Skinny: Disney, Universal become first Hollywood giants to file AIFrom a popular CEO to viral seafood boils: The story behind Red Lobster’s biz comebackIn the post-bankruptcy chapter of its story, JCPenney names Mischief as its new creative agencyHavas and World Vision’s Lessons of Shame under scrutiny after Cannes Lions winOmnicom completes acquisition of IPG, creating world’s largest ad holding company‘Tracking Bad Bunny’ team hopes Grand Prix win inspires people to find Puerto RicoREVEALED: The most-awarded brands, campaigns and agencies across the worldZulu Alpha Kilo’s new promo, even hardened criminals draw the line at fake case studiesAnomaly’s parody-style ‘Greatest Hits’ ad to woo intern applicants is a bangerInside the creator economy's late payment crisisIn new Sweethearts campaign, till death do us part no longer holds weightCampaign US unveils new editorial team under leadership of Luz CoronaThe takeawaysAI's impact on the entertainment industry is significant.Red Lobster's comeback highlights the power of marketing on the bottom line.JCPenney's partnership with Mischief signifies a new direction in bold partnerships.Controversies surrounding awards are reshaping industry standards.Creators are increasingly taking control of their narratives.The importance of ethical practices in advertising is growing.Self-deprecating humor in ads resonates with audiences.2026 promises to be another transformative year for the industry.
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Home. It’s a simple word, but it holds a lot: safety, stability, a foundation for the future. Habitat for Humanity has spent nearly 50 years building homes and communities across the globe, impacting millions of lives. Despite its history and extensive reach, the organization is focused on ensuring its message remains clear, accessible, and inspiring to new audiences. This effort is critical as Habitat for Humanity sets an ambitious goal: to help 50 million more people in the next three years.This week, we talk with Amy Dunham, chief communications officer at Habitat for Humanity International, about the major brand refresh designed to combat misconceptions and broaden the understanding of their global mission. Dunham shares why "participation is a superpower," how the org uses emotional storytelling to convey the true meaning of home, and the unique challenges and deep rewards of leading communications for a nonprofit facing complex issues like the global housing crisis. The sound bite"Housing insecurity can happen in a flash."The takeawaysHabitat for Humanity has been around for almost 50 years, helping 65 million people.The organization works in over 60 countries, focusing on various housing-related issues.The brand refresh aims to clarify misconceptions about Habitat's work, particularly that it gives away homes.Emotional storytelling is crucial in connecting with audiences about the importance of home.The nonprofit sector faces unique challenges, including funding and measuring social impact.The organization is focused on helping 50 million people over the next three years.
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Pinterest’s VP of global creative explains why trend fatigue is real, the mainstream is fading and what brands need to understand about how people are discovering — and reshaping — culture today.The era of one-size-fits-all trends is over. What’s replacing it is more personal, more emotional and far less interested in mass appeal. As Xanthe Wells, Pinterest’s VP of global creative, explains, today’s audiences aren’t chasing what’s popular — they’re curating what actually resonates.In this episode of Campaign Chemistry, Wells joins us to discuss Pinterest Predicts 2026, the platform’s annual report forecasting what’s coming next based on insights from more than 600 million monthly users. We explore why nonconformity, emotional comfort and grounded optimism are shaping the next wave of culture — and what trends such as Glitchy Glam, Cabbage Crush and Laced Up reveal about how people are using inspiration as a form of self-preservation rather than self-promotion.The conversation also digs into what this shift means for advertisers. With trends moving faster but lasting longer, Wells shares how brands can use predictive insights not to chase hype, but to show up earlier and more authentically — meeting audiences with intention instead of manufactured FOMO.
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For years, the advertising industry has been obsessed with "purpose." It was the golden ticket for brands looking to connect with a younger, more conscious generation. But somewhere along the way, the message got muddied by empty promises and shiny PR campaigns that lacked real-world substance. According to Amy Williams, the founder and CEO of Good Loop, that version of purpose-led marketing is officially dead. In this episode of Campaign Chemistry, Amy joins us to chart the path forward. She shares her journey from a disillusioned ad creative to the founder of a B Corp that has raised millions for charity by reimagining the value exchange between brands and consumers. We dive into Good Loop’s groundbreaking partnership with IAS to tackle the industry’s carbon footprint, the reality of "greenwashing," and why she believes LinkedIn has become the most underrated tool for business growth. The sound bite"Purpose-led marketing is dead."
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For years, the retail playbook was simple: Cut the price, drive the sale. But in the age of AI, the playbook is changing every day.And while Black Friday and Cyber Monday (BFCM) are still the biggest shopping days of the year, the strategies driving them are shifting beneath retailers' feet as brands try to keep up with the rapidly evolving consumer habits fueled by technological advancements.In this episode, we sit down with Jamie Domenici, CMO of Klaviyo, a marketing platform for e-commerce businesses, to dive into the evolving consumer psyche, explaining how customers are moving beyond just chasing discounts. She details the immediate, massive impact of agentic AI on consumer habits, forcing brands to be quicker, smarter and more adaptable than ever before. Domenici outlines how businesses must shift their focus from single-transaction sales to building deep, lasting customer relationships through personalization tactics and make an effort to gain a deep understanding of what truly drives purchase decisions in the new era of retail.The key takeawaysAI is transforming the shopping experience, making it more personalized and efficient.Consumers are spending earlier this holiday season, indicating a shift in shopping habits.Based on consumer behavior, brands are moving away from deep discounts and focusing on building customer loyalty.Brands must capture every interaction with customers to enhance their shopping experience.The pandemic significantly accelerated the shift toward digital shopping and consumer engagement.Creative marketing and brand identity remain crucial in a world increasingly driven by AI.Consumers are spending more time on product views, demonstrating a focus on purchase consideration before the final transaction.The future of retail will be shaped by how well brands adapt to AI and consumer expectations.
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This week, we revisit our conversation with Asha Shivaji, the CEO of SeeMe Index, a platform that uses AI to score brands’ purposes, ads and products on identity and inclusivity. SeeMe Index’s COO and cofounder, Jason Klein, recently spoke at Haymarket’s AI Deciphered panel on AI, ethics and marketing. Shivaji shares her journey from digital marketing to founding a company focused on inclusive marketing. She discusses the importance of measuring inclusivity in brands, the role of AI in uncovering insights and the evolving conversations around diversity in the beauty industry, an observation she noted during her time working in the beauty space. Shivaji reflects on the lessons learned throughout her entrepreneurial journey, all the way from taking the leap to what she wished she knew when she first began her career.
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Few things unite the world like sport. Global sporting events like the Super Bowl, FIFA World Cup and Olympic & Paralympic Games represent high-stakes marketing battlegrounds where brands not only compete for relevance, trust and eyeballs, but for ways to drive tangible business impact. In today’s complex operating environment, a modern approach is required that puts communications at the center to drive positive storytelling that excites and unites stakeholders while also protecting reputation.J.J. Carter is President and CEO of FleishmanHillard and a trusted advisor to brands in their biggest moments and on the largest global stages. J.J. will join us to discuss what communications at the core of sports sponsorships means and the evolving role that comms is playing in helping brands multiply ROI for their global investments and moments under the brightest lights.
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Is the agency world in trouble?Despite the current landscape of layoffs, restructuring and acquisitions, agencies are still consistently producing a stunning 20% return on equity. It’s a number that explains why private equity firms are continuing to invest in agencies, but also fueling a tension between making money and making bold moves.On this episode of Campaign Chemistry, Brian Wieser, CEO and principal of Madison and Wall, and Olivia Morley, founder of Fusion Front Media, join to discuss the current state of agency business affairs and what the industry can expect in 2026. The group debates the future of independent agencies in the age of PE funding, dissect the right way to invest in AI and talent and challenge the idea that creativity is more than a means to an end.
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Josh Earnest knows a thing or two about navigating turbulence.Earnest spent years behind the podium at The White House, shaping the national conversation as former President Obama's press secretary. Today, he is EVP of communications and advertising at United Airlines and has played a critical role in reshaping the airline's communication strategies to engage with customers effectively. Earnest shares how his political background has shaped his approach to crisis management, particularly during the pandemic, the importance of differentiation in advertising and the need for a customer-centric approach in the airline industry, especially in times of crisis such as the current government shutdown.
campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
AI Deciphered is back for a second year!On Thursday, November 13, three Haymarket Media publications – PRWeek, Campaign and MM+M – will reunite for a daylong conference focused on the ongoing AI revolution.Attendees will get to hear from leaders across a variety of industries and sectors about how AI is impacting their work and what the future holds for these innovations.The opening keynote will feature the chief data scientist at The New York Times and the closing keynote speaker will be the global head of generative AI at The Coca-Cola Company.To preview the second annual AI Deciphered conference are the three editorial leads from Haymarket Media: PRWeek editorial director Steve Barrett, Campaign editor-in-chief Luz Corona and MM+M editor-in-chief Jameson Fleming.Register here for tickets to the 2025 AI Deciphered conference.
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Every great brand story begins with trust — and a customer who feels seen. In this episode of Campaign Chemistry, Christina Garnett, marketing strategist and author of Transforming Customer-Brand Relationships, joins editor Luz Corona to explore what truly drives loyalty in today’s world of constant noise and performance metrics.The conversation breaks down the psychology of emotional connection, how game theory reveals surprising insights into customer behavior (think Prisoner’s Dilemma) and why brands such as Chewy are rewriting the playbook on empathy and service. They also unpack modern-day brand scenarios, such as whether American Eagle’s Sydney Sweeney Has Great Jeans campaign was intentionally executed by the brand to achieve the cultural backlash it received.
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This week we revisit a conversation from last June with Adeela Johnson, CEO and co-founder of travel gear brand Béis, who shared her journey from being a mom of three to leading the successful D2C brand she co-founded with actress and entrepreneur Shay Mitchell. Johnson discussed the importance of consumer-centric design, the importance of relatability in influencer marketing and what the Béis team learned from its early beginnings that helped the brand come out on top in a post-pandemic economy. Johnson also emphasized the significance of community engagement and experiential marketing in building brand loyalty, such as the "Béis Wash" pop up event and teased future Béis plans and innovation.
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Alyson Griffin’s journey from Silicon Valley to State Farm has been an award-winning one for a reason: Since joining the brand nearly five years ago, she and her team have breathed new life into the 103-year old brand’s marketing, partnering with up-and-coming sports and creator talent, gamifying insurance to engage future consumers and capitalizing on opportunities using its own and established IP to remain part of cultural conversations.In this conversation, State Farm’s head of marketing discusses her transition from the tech industry to the insurance sector, highlighting the unique challenges of marketing in a low-interest category. She emphasizes the importance of clever strategies and innovative campaigns, including celebrity collaborations, to engage customers and break through the competitive landscape. The discussion also covers the significance of brand assets such as jingles and the strategic pivot from a Super Bowl campaign to March Madness. Griffin talks about State Farm’s innovative strategies to connect with younger consumers, particularly through gaming and cultural collaborations. She highlights the importance of building future demand and brand awareness, especially for younger audiences who may not yet consider insurance. The discussion also covers the success of the Gamerhood initiative, partnerships with Apple TV and the cultural impact of Jake from State Farm. In addition, Griffin emphasizes the calculated risks taken in marketing and the company's commitment to community engagement through initiatives such as the Red Nets Initiative in basketball.
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It’s not every day a 112-year-old brand becomes the must-have accessory of the moment.But thanks to its commitment to its consumers, Stanley 1913 has gone from rugged and reliable to viral and vibrant. In this episode of Campaign Chemistry, Stanley chief brand officer Kate Ridley discusses the brand's rich history, its evolution over the years and the strategies that have led to its recent resurgence in popularity (including appearances in this summer’s viral Amazon Prime show, The Summer I Turned Pretty). Ridley shares insights on how Stanley listens to its consumers and adapts its product offerings accordingly through strong cross-functional collaboration, while also highlighting the brand's commitment to sustainability. She also shares a peek under the hood at the brand’s approach to working with famous brand ambassadors and sports teams, with more to come in 2026. Stanley 1913 is a brand of PMI WW Brands, LLC.The sound bite“Hang out a little. Not everything needs to be a deck or a data point.”The takeawaysLegacy alone doesn’t always guarantee relevance. Ridley shares that a core principle at Stanley is that it is a brand with heritage, not a heritage brand.Listening is the new R&D. Similar to the Béis brand, Stanley starts with deep consumer insight — online, in person and through community interaction — so product innovation is always grounded in real behavior.Cross-functional collaboration is what brings the big ideas to life. Ridley shared a BTS look at how the product innovation, engineering, design, merchandising and marketing teams are “a super tight crew.”Let the product prove the promise. Ridley recounts a viral Stanley story from 2023 in which a woman shared on TikTok how her Stanley cup survived a car fire.Base partnerships on authentic brand affinity, not contracts. Stanley’s collaborations — from Post Malone to Lionel Messi — grow from brand trust that translates into credibility and viral moments.
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This week on Campaign Chemistry, we’re revisiting a conversation that first aired back in February. ‘Creator-preneur’ Jayde I. Powell discusses her unique approach to content creation when working with B2B platforms including Hootsuite and Sprout Social.Emphasizing the importance of being true to oneself and her belief that “B2B doesn’t have to be B2Boring,” Jayde Powell brings a breath of fresh air to this sector of marketing.In this episode of Campaign Chemistry, editor Luz Corona sits down with the multi-hyphenate content creator to discuss Powell's unique approach to content creation on B2B platforms such as LinkedIn, Hootsuite and Sprout Social. “Jayde of all trades” elaborates on her strategies for repurposing content, balancing freelance work for brands such as Timberland with her own personal projects, and the payoff that comes with creative freedom these partnerships provide. Powell also discusses the changing landscape of B2B marketing, driven by younger generations who seek more creative and engaging marketing strategies.
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On this episode of Campaign Chemistry, Luz Corona talks with Geno Schellenberger and Jack Westerkamp, co-founders of Breaking and Entering about their journey from college students to entrepreneurs, the scrappy early days of starting up during quarantine and the role of fun in content creation. They open up about hiring for vision and culture over technical and building a team that thrives on positivity, and reflect on how industry recognition has fueled their growth. With an eye on the future, they share what it takes to stand out in advertising and keep the creative spark alive.
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In this episode, which first aired last February, Campaign's Luz Corona and Leslie Blount went "off-site" to visit the Nespresso office in New York City's Herald Square and chat with Jessica Padula, VP of marketing and head of sustainability for Nespresso US. Padula shined a light on how Nespresso integrates purpose into every aspect of its business, from empowering farmers through beekeeping initiatives to driving trust in recycling programs. The group explored the influence of celebrity ambassadors such as George Clooney and now Eva Longoria, the power of experiential marketing as seen in its then-recent Grand Central activation and how luxury is evolving to be more about accessibility than value today.
campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
Being a creator these days is costly.In this episode of Campaign Chemistry, Hannah Campbell, founder and managing director of U.K.-based One Twelve Agency, and Campaign reporters Cecilia Garzella and Julia Walker join in to discuss the late payment crisis in the creator economy impacting all key stakeholders. Campaign recently published Inside the creator economy’s late payment crisis, an in-depth look at the $250 billion creator economy, exposing flaws in a financial system that touches every corner of the industry. The group discusses the ripple effect of Net 30- 60-, 90-day payment terms when it comes to creators, identifying the ways it impacts their livelihoods, in addition to the toll it takes on the smaller shops representing them. They also take a look at the complexities within the ad agency payment system that lead to the late payment systems and possible solutions for the future.The sound bite"What can we do to solve this?"The takeawaysThe creator pay system typically involves long payment terms, affecting creators' cash flow.Delayed payments can lead to significant financial strain on creators and agencies. Creators have reported the long payment terms impact their livelihoods, from providing for families to paying for bills, etc.The creator economy is a “Wild West,” as the lack of legislation and regulation allows brands to exploit creators' vulnerabilities. The U.K. has implemented legislation and in the U.S., SAG-AFTRA introduced an influencer agreement in its contracts in 2021.Many creators lack the financial literacy to negotiate fair payment terms.There is a growing awareness and willingness to discuss payment issues in the industry, as opposed to merely a year ago when it was difficult to get stakeholders to go on record for fear of retribution on brand deals.Smaller agencies struggle more with delayed payments compared to larger firms.The conversation around creator pay is evolving, with more voices advocating for change and services popping up to aid in the payment crisis.Proposed solutions include upfront payments, escrow accounts for creators and regular audits of agency fees.
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The Grinner. Medusa. The Sheriff.No, these aren’t winners of a Halloween costume contest — they’re archetypes in Mita Mallick’s latest book, The Devil Emails at Midnight: What Good Leaders Can Learn from Bad Bosses.The Wall Street Journal and USA Today bestseller author Mita Mallick joins the newest episode of Campaign Chemistry to discuss what all of us can learn from bad bosses. She emphasizes that communication isn't just about emails and meetings; it’s about fostering a culture in which people truly feel seen. In today’s climate of layoffs, dwindling retention and rising attrition, we tackle issues such as accountability, the risks of toxic positivity and the reason empathy may be advertising’s most underrated leadership skill.From managing up and journaling for self-reflection, to acknowledging grief and personal challenges at work, Mallick’s new book offers a road map for leaders seeking to improve — and for employees navigating difficult dynamics.The sound bite"It's not easy being a boss.”The takeawaysIt is critical to treat employees as valued consumers.Bad bosses are made, not born.Effective communication is crucial for good leadership and team dynamics.Leaders should regularly check in with their teams to foster a supportive environment.Journaling can help leaders reflect on their behaviors and improve over time.Asking for coaching and feedback from team members can enhance leadership effectiveness.Managing up is essential for employees to navigate difficult boss relationships.Empathy for bosses can grow from understanding their challenges and pressures.Toxic positivity can undermine team morale and lead to burnout.Leaders should acknowledge personal struggles and the impact these struggles can have on work relationships.
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