Remember this simple concept when discussing creative ideas with a client: Do not make Jaws without the shark. This was insight from on-fire agency Mischief regarding how to get a great idea across the finish line. No matter what, hold on to the core idea you agreed to with the client and guard it with...

As sports marketing spreads across platforms and fandoms, it's become increasingly important for broadcasters, sponsors, leagues and teams to know their fans. Manny Puentes, GM of advertising at sports data and analytics firm Genius Sports, has been in advertising for 26 years and has watched sports fans' online experience evolve. From fans reading...

We've grown accustomed to accepting wildly overdesigned and unnecessary packaging because brands want their products to stand out on the shelf--and, perhaps inspired by politics, because the one who shouts the loudest gets the most attention. In reality, consumers have shifted their decision-making criteria about product purchases to include more than...

At this year's TV upfronts, one of the leading players in streaming opened its event with a video set inside its app's instantly recognizable user interface. One after another, familiar TV characters and talent appeared on screen to flex an impressive catalog of IP across comedies, dramas, theatrical film, news, reality and live sports. But...

Corona sent actor Pedro Pascal to the beach in bilingual ads that emphasize the beer's Latinx roots. Created by agency MullenLowe, the commercials continue the brand's "La Vida Mas Fina" platform-Spanish for "the fine life"-which launched in 2020 with ads starring the famously chill Snoop Dogg. Now Pascal, the Emmy--and Golden Globe-nominated actor...

TikTok announced new tools for advertisers today at its fourth annual TikTok World event, focusing on artificial-intelligence-powered automation and measurement tools that make it quicker and easier for marketers to create relevant ads on the platform. The first set of tools, TikTok One, is a hub that gives advertisers access to creators, creative tools,...