For years, marketers have relied on simple metrics like ROAS and CPA that are clean and easy to interpret. But there’s a problem: These metrics can’t tell you if your ad spend actually made a difference. Incrementality asks the harder, more important question: Would this result have happened if we didn’t spend the money and ..
Tag : Voice
In a country as politically divided as the United States, few topics elicit stronger emotional responses than guns. Gun violence is the leading cause of death for children and adolescents in the U.S., and in June 2024, the surgeon general officially declared it the country’s most urgent public health crisis. In this environment, it can ..
The ability of AI to generate hyperrealistic text, images, and websites, causes a growing—and largely invisible—threat for brands known as domain spoofing. What used to be a niche cybersecurity concern can now cause a mainstream brand crisis. Fraudulent websites are not only easier to create with the emergence of AI, but they are also harder ..
The future is a promise to the human imagination, inspiring us to look beyond what the world is and envision what it could be. But if the future is so rife with possibilities, why have marketers’ ideas of what it looks like—or rather, what they believe audiences think it will look like—converged on such a ..
After months of anticipation, when Google’s verdict was finally announced, the tech giant was found to be in violation of antitrust law. This was a surprise to almost no one. We have to wait for the judge to rule on remedies, and also wait for appeals and other parts of the legal process to be ..
Last week, Guinness debuted its first campaign with Uncommon Creative Studio, “A Lovely Day”—a sweeping, 5,057-mile journey across the U.S. spotlighting real people, diverse communities, and the passions that unite them. More than a brand film, it’s a journalistic ode to the richness of American life, delivered through a lens of optimism and humanity. It ..
The winds of global trade are shifting, and with the onslaught of tariffs, a familiar phrase is poised to gain even greater prominence in the marketing lexicon: “Made in the USA.” For brands and consumers alike, this label carries significant weight. As tariffs potentially reshape supply chains and increase the cost of imported goods, the ..
If Google hoped that the second Trump administration would offer it a reprieve from the crushing antitrust blow delivered by Biden’s Department of Justice last year, it must now be feeling pretty disappointed. Rather than deliver a genteel smack on the wrist, it instead proposed one of Google’s worst possible outcomes. In order to chip ..
Few events elevate out-of-home advertising quite like Coachella. Held this year across the weekends of April 12–14 and April 19–21, the iconic desert music festival isn’t just a celebration of music and art—it’s a high-stakes proving ground for bold, buzzworthy marketing. From cheeky billboards (looking at you, Sabrina and Finneas) to cryptic messages hinting at ..
This season of The White Lotus is a fever dream of power, pills, and moral collapse, and right in the middle of it, one of the most powerful brands in sports and education—Duke University—made an uninvited cameo. Duke’s reactionary complaint unfolded across headlines, begging an existential question in marketing: Can you control how your brand ..
