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How New York City FC got its pigeon mascot
On a Sunday in late March, MLS fans packed into Yankee Stadium—the temporary home of New York City FC—to watch Thiago Martins, Aiden O’Neill, and the rest of the home team take on Inter Miami FC and Leo Messi.Before the players took the pitch, though, all eyes were on the giant pigeon dancing in a pair of Timberland-esque boots at…
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How marketers are thinking about the next era of transparency
Don’t understand how the AI models running ads for your brand work? That could be cause for concern, according to Bob Lord, president of Horizon Media Holdings and interim CEO of Horizon Global.“There are going…
Meet the newest ‘Running Point’ character: Jake from State Farm
Like a good neighbor, State Farm is there—“there” being the Netflix show Running Point.Today, the insurance company announced a collaboration with the streamer, which includes a co-branded ad featuring characters from Running Point, the basketball-centric…
Merrell’s pitch to non-outdoorsy consumers: Go outside instead
Touching grass is good for you, and it’s actually not that hard. At least, not according to Merrell.The 45-year-old hiking footwear brand, which is owned by Wolverine Worldwide, recently debuted a spot titled “It Starts…
How soccer orgs and sponsors are putting local spins on World Cup campaigns
With 16 host cities across three countries, it’s safe to say there’s no one-size-fits-all marketing plan for this summer’s FIFA Men’s World Cup.Given the scope of the tournament, the leagues, host committees, media rights partners,…
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Where should retail media networks make their pitch for ad dollars?
Retail media is in a liminal space.WPP’s 2025 forecast has retail media accounting for almost a fifth of total ad…
Hockey-stick growth: The year of the PWHL
Women’s hockey found massive success on the international stage this year, with record-breaking viewership of the overtime Olympic gold-medal game…
Tech companies are churning out agentic AI tools, but agencies are still scratching their heads
Super Bowl viewers who were able to peel their eyes away from the spectacle of a brunette Guy Fieri in…
How Paramount+’s ‘Dutton Ranch’ came blazing to life at SXSW
Since 2023, Paramount+ has taken up residence at South by Southwest with The Lodge, an interactive, multilevel popup that shows…
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Geico plans to stake its claim in women’s sports, starting with March Madness
If anyone picked their March Madness brackets based on the talent in Geico’s campaign for the tournament, they might find themselves in good shape: Both of the college stars featured in its work, UConn Huskies guard Azzi Fudd and Michigan Wolverines guard Trey McKenney, are headed to the Final Four.The…
OpenAI’s CMO on the brand’s Super Bowl spot, the AI Bowl, and Anthropic’s ads
Each Super Bowl there are typically a few dominant themes. Some are questionable (ahem, Toilet Bowl), while others are expected (the Beverage Bowl and, maybe, the Wellness Bowl).It’s no surprise that this year could also be called the AI Bowl, as companies like Google, Amazon (with spots for Alexa+ and…
Beverage ads are flooding the Super Bowl, threatening to drown out beer brands
Beer and the Super Bowl go together like a (Budweiser) horse and carriage.But in 2026, four years after AB InBev’s 34-year reign as the exclusive alcohol advertiser of the game came to an end, screens across the country are set to be saturated with beverage ads of all kinds on…
Meta’s ad revenue climbs amid immense AI push
Advertisers just won’t quit Meta.The company’s ad revenue increased 24% year over year to $58.1 billion in the company’s most recent quarter, Meta CFO Susan Li told investors Wednesday during the company’s earnings call.That includes an 18% increase YoY in ad impressions delivered across Meta’s family of apps in Q4,…
Brands are using generative AI to make fun of generative AI
Have your slop and eat it, too. At least, that seems to be the strategy for some brands using generative AI.In recent months, brands like Dollar Shave Club, Almond Breeze, and Equinox have all used AI-generated content while also making fun of AI “slop” in creative campaigns. Almond Breeze and…
How a trade org is using a conservation icon to promote battery recycling
The year is 1971. John Lennon’s “Imagine” was taking over the airwaves and NPR had just started broadcasting when Secretary of Agriculture Clifford Hardin introduced Woodsy Owl, a new conservation mascot aimed at encouraging Americans to curb pollution. Hardin hoped that Woodsy would educate the masses about the consequences of…
New York Road Runners rebrands amid a swelling interest in running
New York Road Runners, the nonprofit that puts on the TCS New York City Marathon and dozens of other races every year, is hitting the ground running with a new look.This week, the organization rolled out a new logo and brand platform, its first rebrand in 15 years. The new…
As Sundance takes its last bow in Utah, marketer interest in the festival continues to grow
Sundance is taking over Park City, Utah, for the last time.The film festival, which kicked off Thursday and runs until Feb. 1, has drawn the film industry and marketers keen on branded entertainment opportunities to the ski destination for years. As the festival prepares to take its last bow in…
TikTok’s US operations sale is official
After a yearslong saga, TikTok’s US operations are now under new management.The $14 billion deal that was signed last month to form the TikTok USDS Joint Venture was finalized late Thursday night after the US and Chinese governments gave it the green light. Moving forward, Oracle, Silver Lake investing, and…
As hockey fandom heats up, Florida Panthers ink deal with hair care brand
Hair has always been a big deal in men’s hockey, if the timeless “hockey flow” style of many players’ tresses is any indication. But beauty and hair brand sponsorships haven’t always been common in men’s professional sports.That tide is starting to turn, including in South Florida, where back-to-back Stanley Cup…
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Wikipedia’s 25th anniversary is a celebration of human knowledge
Wikipedia is, in many ways, the backbone of the internet. The free encyclopedia boasts more…
Why brands are hitting the slopes for the 2026 Winter Games
Nothing beats the feeling of taking off ski boots after a day on the slopes.…
For some impacted by layoffs, content creation is a new safety net
Paul Butler had long dreamed of moving to New York City. So when he finally…
After 10 years in retirement, Dos Equis’s Most Interesting Man is back
He’s baaaaccckkk.After 10 years in retirement, Dos Equis’s iconic character, the Most Interesting Man, is…
Coworking with Shereen Ladha
Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to…