Search Marketing Knowledge Center

AI Thrives on Voluntary Signals

Leading Edge December 18, 2025

Sisi Zhang, chief data and analytics officer at Razorfish, discusses why marketers should leverage zero-party data.

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Short-Termism Is Killing Your Business and Other Lessons from Season One

On Scope December 18, 2025

The On Scope team reflects on some of the most valuable lessons shared by guests during the show’s first season, highlighting insights from marketing masters like former Mastercard CMO Raja Rajamannar, Deloitte Digital’s Maggie Gross, eos’s Soyoung Kang, and more.

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Five Ways B2B Marketers Can Finally Unlock the Power of Their Data

POVs December 17, 2025

Recent research shows that B2B brands are lagging behind their B2C counterparts when it comes to leveraging data, significantly hurting their bottom-line success. These five key strategies will ensure your B2B brand is not one of them.

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What This Year’s Annual Super Poll Revealed

Leading Edge December 16, 2025

For the fourth year in a row, Platinum Rye Entertainment (PRE) conducted an annual survey of viewers’ habits and practices for Big Game Ads.

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ABX x SeeHer Report Links Updated Male Roles to Stronger Female Representation

Knowledge Partners December 16, 2025

SeeHer and ABX reveal how outdated male portrayals undermine female representation and ad effectiveness. This report offers GEM®-based strategies to modernize character roles, elevate authenticity, and drive stronger brand resonance and ROI.

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SeeHer and Ipsos Deliver Actionable Insights for Elevating Women’s Representation in Ads

Knowledge Partners December 16, 2025

Ipsos and SeeHer reveal how authentic, multidimensional portrayals of women in advertising drive measurable growth, expose industry gaps, and offer a category-by-category playbook to align representation with business outcomes.

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Ipsos and SeeHer Report Reveals Authentic Female Portrayals Drive Measurable Brand Growth

Knowledge Partners December 16, 2025

Ipsos and SeeHer’s 2025 Strive for More 2.0 report reveals authentic portrayals of women in advertising drive growth, exposes industry gaps, and delivers actionable insights for marketers to align representation with measurable outcomes.

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Tips for a Successful B2B Influencer Brand Trip

Event Recaps December 15, 2025

During a session at a December 3, 2025 ANA Members-Only Conference, Mikaela Maloney, senior manager, content and communications at IDEAL Industries, explained how to make an influencer brand trip successful in B2B marketing, despite having a niche audience and limited budget.

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From Chaos to Cohesion: Labcorp’s Roadmap for Scalable Alignment

Event Recaps December 15, 2025

Labcorp leveraged brand strategy principles to align marketing and sales, creating a field activation model that improved sales readiness, accelerated growth, and delivered consistent messaging across complex B2B environments.

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How to Maintain Brand Differentiation When Using AI | On Scope

Podcast Clips December 14, 2025

We’ve all heard of the “sea of sameness” that is expected to flourish with AI implementation. Caitlin Blewett, CMO at Genpact, shares her thoughts on how marketers might avoid falling into this trap, discussing the ways in which humans can continue to have a critical role in marketing practices, even with AI adoption.

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Are These Brand-Celebrity Pairings a Match Made in Heaven? | On Scope

Podcast Clips December 14, 2025

In what might become a regular game on the On Scope podcast, host Mike Berberich and show producer Ryan Dinger discuss which brands should consider partnering with celebrities like Tyler The Creator, Sabrina Carpenter, and Tracy Morgan.

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Marketing News Quiz for December 13, 2025

Marketing News Quiz December 13, 2025

In this week's marketing news quiz: Subway revives its 20-year-old loyalty program, Dove suits up for the Super Bowl, a new campaign from P&G brand Native, and more.

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Procter & Gamble's Native Preps First Branded Feature-Length 'Microsoap'

Marketing News December 12, 2025

Procter & Gamble's Native on Wednesday announced that it is launching what it calls the first branded feature-length "microsoap" in the U.S. The marketing effort hitches the personal care brand to the rise of so-called "microdramas," or "verticals" that are filmed in portrait orientation and are designed to be viewed on cellphones.

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How to Make Your ABM Unforgettable

Event Recaps December 12, 2025

Andy Penkalski, associate director at Bader Rutter, discussed how to blend a traditional account-based marketing (ABM) approach with a media and data activation strategy that goes beyond traditional B2B channels and make your marketing messages not just unavoidable but totally unforgettable.

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What Holiday Movies Teach You About Marketing — Without Trying

Leading Edge December 12, 2025

Holiday movies aren’t business textbooks. They’re glossy, snow-drenched, and awash in manufactured feeling. But look past the bells and whistles, and you'll notice how often these chestnuts roast on the same fire: commerce. Somebody's chasing a bonus, a rating, a product launch, and a family moment that's been packaged like a Q4 campaign. When the chase turns sour, the movie accidentally tells the truth about what makes people stay. Here are five lessons from seven tinsel-laden Tinseltown classics that still work in July.

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How to Advertise with More Character

Trends and Technology December 12, 2025

Zoe Oz, CMO at Bilt, talks about how the financial services brand's new sitcom, Roomies, has been critical to the four-year-old company's effort to create an emotional bond with customers, and how building that relationship is at the core of its marketing strategy.

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These Brand Misconceptions Are Killing Your Bottom Line | On Scope

Podcast Clips December 12, 2025

Brand Finance’s Alfred DuPuy shares the popular misconceptions about brand value that are eating into your profit margin.

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Arnold Worldwide’s Rosetti Talks Marketing Measurement

Event Recaps December 12, 2025

Bre Rossetti from Arnold Worldwide outlined why the future of marketing measurement depends on building a shared strategic language that unites the entire enterprise.

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Zoom Homes in on Comedy for New Brand Campaign

Marketing News December 11, 2025

Zoom on Wednesday announced the launch of its "Zoom Ahead" campaign that kicks off on New Year's Eve during the U.S. College Football Playoffs. Starring comedian and SNL cast member Bowen Yang, the spot was developed by SNL colleague Colin Jost's No Notes Productions and satirizes irksome video technology while encouraging users to take a stand for the platform they actually want.

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