Another Super Bowl is in the books, and it’s no surprise that about one in five viewers tuned in primarily for the latest high-profile, celebrity-driven, big-budget television commercials. For brands and their creative partners, the Super Bowl is, well, the Super Bowl of advertising. These commercials aim to follow in the footsteps of Apple, Pepsi,…
Ian Baer
Dear brand leaders, At $8 million for a 30-second spot, brands have a lot riding on each ad that runs during the Super Bowl. While these commercials have proven to increase product demand, the overall effectiveness of Super Bowl TV advertising has declined 32 percent since 2020. While it's easy to blame the undertow of…
Artificial intelligence is among the most popular conversation topics in marketing today, and retailers are feeling intense pressure for a well-considered point of view and strategy around the technology. In recent roundtable discussions with more than 50 marketing leaders at a global conference, we found a vast range of experiences, organizational commitment to AI, and…
As retailers approach 2025, the political season has brought into focus significant opportunities to learn from consumers based on their tendencies exhibited throughout the election cycle and its outcomes. The brands that perform best in 2025 and the following years will make powerful use of four major strategies. Define Your Brand’s Version of Americanism There…
