Search Marketing Knowledge Center

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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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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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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A Marketer’s Guide to Practical AI Implementation with Caitlin Blewett

On Scope December 11, 2025

Genpact CMO Caitlin Blewett shares real world examples of how her team thoughtfully implements AI, how brands can maintain differentiation in AI’s growing “sea of sameness,” and how you can convince leaders caught up in the hype cycle to pump the brakes and be more strategic about AI rollouts.

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Your Media Is Optimized. Your Tech Stack Is Solid. Your Work Is ... Forgettable.

Webinar Rewinds December 9, 2025

B2B marketing is finally having its moment: bigger budgets, smarter targeting, better tech. But while we’ve optimized everything from channels to data pipelines, there’s one thing we’ve neglected: the work. This webinar unpacked what it really takes to make marketing that moves minds and moves business.

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Marketing News Quiz for December 6, 2025

Marketing News Quiz December 6, 2025

In this week's marketing news quiz: global advertising spending predictions for 2026, a condiment brand suits up for the upcoming Super Bowl, a holiday-themed augmented reality platform from Snapchat, and more.

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WSAN Puts the Full Court Press on Audio Advertising

Trends and Technology December 5, 2025

Laura Correnti, founder and CEO of Deep Blue Sports + Entertainment, says the Women's Sports Audio Network could be a boon for the growing number of partnerships between brands and women's sports.

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Audio Advertising Gets Some Fine Tuning

Trends and Technology December 3, 2025

Despite the dizzying number of media channels — or maybe because of them — radio continues to provide advertisers with effective reach at lower cost per thousand than linear or streaming programming. At the same time, the industry is trying to address some gaps in measurement when it comes to ad buys.

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Hellmann's Suits Up for Super Bowl LX

Marketing News December 2, 2025

Hellmann's on Tuesday announced that it will premiere a new ad during Super Bowl LX on February 8, 2026, the sixth time the mayonnaise brand has suited up for the "Big Game." It's yet another thread in Hellmann's growing ties to the NFL.

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Burger King Rolls Out SpongeBob Movie Menu

Marketing News December 1, 2025

Burger King on Monday announced it is partnering with "The SpongeBob Movie: Search for SquarePants" to launch the SpongeBob Menu. The new menu, pegged to the holidays, features a limited-edition collection of sea-inspired menu items based on SpongeBob movie characters. "The SpongeBob Movie: Search for SquarePants" hits theaters December 19.

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National Geographic’s Lisa Lytton on Their Bold Move into B2B Storytelling

Pulse November 25, 2025

Denise McDevitt, SVP of award programs at the ANA, connects with Lisa Lytton, VP of the Storytellers Collective at National Geographic, who shares how the brand’s legendary storytelling legacy was reimagined for the business world — and why emotional resonance, when paired with strategic utility, is reshaping how organizations communicate, align, and lead.

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How Georgia Pacific Is Driving Business Results Through Accurate Portrayals of Women

Event Recaps November 24, 2025

Representatives from Georgia-Pacific shared how the organization is using SeeHer and GEM scoring to drive authentic portrayal of women in advertising and boost brand performance.

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The Hidden Growth Opportunities in Aligning Creative and Media Teams

Leading Edge November 20, 2025

Many organizations are not prioritizing creative measurement while modernizing. Throwing in influencers, retail media, and generative AI only amplifies the risk as content volume continues its exponential growth, turning a fast-moving process into an increasingly high-stakes gamble.

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Four Science-Backed and Evidence-Based Growth Drivers for Brands

Leading Edge November 19, 2025

Ulli Appelbaum, founder of First The Trousers Then The Shoes Inc., outlines four science-backed and evidence-based growth drivers that, if applied consistently, can dramatically improve the impact of your brand building activities.

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Carhartt’s Joel Kile on Redefining Recognition via B2B Holiday Gifting

Pulse November 18, 2025

Denise McDevitt, SVP of award programs at ANA connects with Joel Kile, CCG D2B marketing manager at Carhartt, to spotlight Carhartt’s “For Crews Who Make the Holidays” campaign, a B2 Award-winning effort that redefined what seasonal gifting can mean for hardworking teams across industries.

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Here's How to Write Better Social RFPs

Leading Edge November 17, 2025

Today, too many social RFPs read like a Costco receipt: a long checklist and not a recipe in sight. If you want a partner who can think with you, lead with you, and help you build a sustainable, scalable, agile social practice at scale, the RFP must change. Here’s what clients are getting wrong and how to fix it.

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How AARP Turned Data Insights into Stellar Age-Inclusive Marketing

Event Recaps November 16, 2025

Representatives from AARP and partner company Interloq shared illuminating results from AARP’s annual “Mirror/Mirror” study and highlighted how AARP used these insights to develop a campaign that provided a massive lift in brand equity among women.

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Springboard.ai Offers Marketers Insights and Tips for Using LLMs

Event Recaps November 15, 2025

Springboard.ai discussed the lack of creativity that large language models (LLMs) provide and shared the best approaches for marketers using LLMs during an October 2025 Marketing Futures Committee meeting.

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