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YouTube’s cross-platform takeover is putting pressure on creators
When the first YouTube video was uploaded in 2005, the only way to watch it was on a desktop computer.Now, 20 years later, YouTube has moved on to other screens. It’s the No. 1 streaming service on connected TVs (CTV), and in a recent blog post, CEO Neal Mohan called YouTube “the new television.” Even older folks are in on…
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TikTok signs deal to spin off US operations
A few days after the latest TikTok ban extension deadline passed, it seems we may finally have an answer to whether the sale is, in fact, going through.According to multiple reports, TikTok CEO Shou Zi Chew informed employees on Thursday in a memo that as of next month, the company’s…
Coworking with Irina Katsnelson
Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.Irina Katsnelson is the SVP of enterprise sales at the ad-tech company Nexxen, where she is focused on growing adoption of the company’s demand-side platform (DSP). She’s previously worked at companies…
Our favorite (and least favorite) brand collaborations of 2025
Marketing may not be a math-heavy field, but there sure are a lot of Xs.From Chili’s x Tecovas to Wicked: For Good x just about any brand you can think of, 2025 was filled to the brim with collabs. It’s no secret that marketers love a crossover moment, but do…
‘Something super bingeable’: why Maybelline released a holiday microdrama
Lacey Chabert is harboring a Christmastime secret—and this time, it’s not that the actress is dating a snowman-turned-hot-man, a lá her role in the holiday rom-com Hot Frosty. But if your interest is piqued, you’ll need to watch five short, dramatic episodes to find out what it is.For Maybelline’s holiday…
Carnival Cruise Line leans on Nick Offerman to pitch real-world fun
Want a respite from the constant scrolling and nonstop notifications? Looking for some good, old-fashioned fun? Go on a cruise—specifically a Carnival cruise.That’s the message of Carnival Cruise Line’s latest campaign from TBWAChiatDay NY. The campaign, which stars Nick Offerman, leans into the actor’s tough-yet-genial persona to showcase how fun…
Why Sun Cruiser tapped its first athlete partner during her offseason
Nothing says “offseason” quite like cracking open a cold drink. That’s why, for its first athlete partnership, vodka iced tea brand Sun Cruiser chose to work with a player who’s not currently on the court.The brand, which was introduced by owner Boston Beer Company last year, tapped Indiana Fever guard…
This holiday season, more brands are mixing affiliate arrangements into their creator deals
Rockin’ around the Linktree, or so it goes.Whether it’s a creator rounding up the best Black Friday sales or sharing a gift guide on what to buy for friends and family, the holidays have become ripe for affiliate content across social platforms. This November, affiliate holiday content was 17% higher…
The social marketing trends that took over our feeds in 2025
2025: the year when TikTok was banned for approximately one (1) day in January before countless delays and sales talks left the ultimate fate of the platform up in the air. It was also the year when brands grew more silent on social issues and louder on just about everything…
As Omnicom subsumes IPG, a new, stratified reality for Madison Avenue emerges
The makeover of Madison Avenue continues apace.In case you somehow missed it: Omnicom’s deal to buy IPG closed late last month, meaning that two of the biggest ad agency holding companies have now, finally, become one. The $13.5 billion deal is the latest in a long line of agency consolidations,…
Amid marketing’s AI obsession, some consumers are ‘excited for reality’
The current cultural obsession with all things AI may have caused a boomerang effect—a true appreciation for something real.Filmmakers Luke Barnett and Noam Kroll recognized it last month when they rolled out a spec ad for Pepsi. The spot, which they initially shared on X shortly after Coca-Cola released its…
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Creative Ways Startups Can Earn Funding in Tough Economic Times
In a declining economy, startups face an uphill battle when it comes to securing funding.…
I Asked AI to Create a Plan for a Fake Company — The Results Blew Me Away, But Not in the Way You Might Think
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Startups face numerous challenges on their journey to success, and failing to overcome any one…