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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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Blended and branded: The business behind Erewhon smoothie collabs
If there’s one thing Erewhon is known for, it’s a spendy smoothie.The California-based gourmet grocery store’s drink collabs began in 2021 with influencers like Christina Najjar, who is known online as Tinx, and Marianna Hewitt, co-founder of skin-care brand Summer Fridays. But it was Hailey Bieber who really kickstarted Erewhon’s…
Disney’s holiday short is a story of friendship and imagination
A doodle on a Christmas list isn’t a mistake or a smudge but an opportunity for a new friend in Disney’s heartwarming holiday short directed by Taika Waititi.Over the course of the nearly three-minute spot, from adam&eveDDB, a young girl finishes her Christmas list with a doodle and leaves it…
Exclusive: Google and McLaren extend partnership deal
Google is extending its partnership with the McLaren Formula 1 Team, execs from the companies shared exclusively with Marketing Brew.The announcement comes the day before the start of the Las Vegas Grand Prix weekend, where Google will activate with McLaren and the Las Vegas Sphere, according to Nick Drake, global…
Jim Beam is taking its American roots to global fans with sports sponsorships
It’s hard to overstate the role of leagues like the NFL and NBA in American culture, but a few other sports have been giving them a run for their money: Soccer is on the rise, MLB had one of its most exciting postseasons in recent history, and Formula 1 has…
To promote “Bugonia,” Focus Features invited fans to step into the world of alien conspiracists
If alien activity has been of concern lately, good news! All suspicions of extraterrestrial life can be collected and discussed on a website made for that very purpose.Bugonia, the latest film from Oscar-nominated director Yorgos Lanthimos, centers on two conspiracy theorists kidnapping a pharmaceutical CEO, and the marketing team decided…
How brands are aiming to build ‘algorithmic trust’ ahead of an AI agent-powered Black Friday
Whether you’ve got your eyes on the latest pair of Meta Ray-Ban shades, a cozy sweater from The Row, or a Ms. Rachel stuffed plushie, shopping may look a little different this holiday season.While consumers aren’t entirely relying on AI to handle their shopping this gift-giving season, some brands are…
Is ‘Black November’ a problem?
It used to be that the frenzy of Black Friday and Cyber Monday was tied to a set few days at the end of November.That’s no longer the case.The window for holiday-timed sales has crept up earlier and earlier, with major brands like Ulta, Lowe’s, and Best Buy pitching preliminary…
The most marketable college athletes in winter sports: report
It’s not really peak college basketball season until March, but winter is coming, and marketers might be thinking about their NIL portfolios in the winter sports space sooner rather than later.Basketball players dominated the NIL platform Out2Win’s list of the top 50 most marketable college athletes in winter sports, with…
How ‘Barbie’ ushered in the era of the brand movie
It took more than 10 years to bring Mattel’s fashion doll brand Barbie to the big screen, but boy, was it worth it.Barbie, the live-action film based on the toy of the same name and co-written and directed by Greta Gerwig, became 2023’s highest-grossing movie globally with $1.44 billion earned…
Why CarMax is switching up its messaging but sticking with sports
In the basketball marketing world, CarMax is something of a fixture. It’s been an official sponsor of the NBA and WNBA for half a decade, and has for years used superstars from both leagues, like Stephen Curry and Sue Bird, in its ads, some of which have gone viral.In the…
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