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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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Coworking with Audrey Melofchik
Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.Audrey Melofchik is global chief brand experience officer at VML. She’s spent more than three decades in the industry, and has previously served as CEO of Wunderman Thompson NA, president of…
Takeaways from Marketing Brew’s Sports Marketing Playbook
If we did a push-up every time someone said “engagement” at Marketing Brew’s The Sports Marketing Playbook: Mastering Fan Engagement and Experiences event in New York on Tuesday, we wouldn’t have any arm strength left to type this story.At the event, marketers from brands and organizations including Apple, ESPN, the…
Meghan Markle is on ShopMy. Is everyone next?
Even the Duchess of Sussex isn’t above a link in bio.Earlier this month, Meghan Markle joined affiliate marketing platform ShopMy and shared commissionable links for everything ranging from a Reformation button-down to a Uniqlo trench coat.Meghan is certainly not the first public figure looking to make a buck off a…
How Pat McGrath and Candy Crush pulled off a jewelry treasure hunt
Who needs Willy Wonka’s golden ticket when Pat McGrath is offering a diamond ring?To announce the beauty brand’s latest lip- and nail-product collaboration, this time with mobile gaming giant Candy Crush Saga, Pat McGrath sent PR boxes to influencers including Alex Consani and Tefi Pessoa, promising new lipsticks and a…
After Paul vs. Tyson, more marketers are paying attention to boxing
Boxing ended 2025 with a knockout.Not literally—the November fight between Jake Paul and Mike Tyson didn’t have quite that much action—but the viewership packed a punch for Netflix, with 65 million concurrent streams at the event’s peak, and more than 1.4 billion impressions on Netflix’s social channels, according to the…
The WNBA and its sponsors are expanding efforts to keep girls in sports
The first few months of the second Trump administration have been marked by anti-DEI efforts targeting corporate America and the government, and as the administration seeks to prevent trans athletes from competing in sports, athletic organizations are finding themselves in the crosshairs.The WNBA is one of a few sports leagues…
Tubi’s ‘chronically online’ marketing team is building out a new kind of gifting strategy
Timothée Chalamet didn’t win an Oscar this year, but his hardest-working fan did take home a prize.Or, rather, she got one sent to her. Shortly after this year’s Academy Awards, Simone Cromer, who operates Chalamet stan accounts on X, Instagram, and Bluesky under the moniker Club Chalamet, posted a photo…
Coworking with Dirk Poschenrieder
Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.Dirk Poschenrieder is managing director, Havas Life Düsseldorf. He has spent more than 20 years in the marketing and communications business, working for companies including Deutsche Post DHL, Sony, Johnson &…
When will advertisers press play on gaming?
Marketers haven’t fully bought into gaming, but that’s not for lack of trying.Despite there being some 190 million gamers in the US, according to the Entertainment Software Association, gaming is still just peanuts in the eyes of some advertisers, making up just 5% of total digital advertising spend, according to…
Spotify touts GenAI ads and its ad exchange at first upfronts-style presentation
Fresh off its first full year of profitability, Spotify is aggressively courting advertisers.At the first Spotify Advance presentation in New York on Wednesday, Spotify’s version of an upfronts presentation, the audio streaming giant announced several new offerings aimed at increasing advertising investment, including a broader rollout of its ad exchange,…
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