INSIGHTS
Are Movements Becoming the New Media?
When content is abundant, participation may be the harder—and more valuable—thing for brands to create. What if the next important evolution in media isn’t another channel? It may be something people choose to join. That’s the provocative possibility that emerged from a recent Internationalist conversation with Scott Goodson, Founder and Chairman of StrawberryFrog and creator […]
Creator Marketing Enters Its Next Phase
As investment grows, the conversation is shifting from authenticity alone to creativity, effectiveness and professional standards. For more than a decade, creator marketing has been one of marketing’s fastest-evolving disciplines. New platforms emerged, creators built loyal communities, brands experimented with new forms of storytelling, and investment grew at an extraordinary pace. Today, creator marketing has […]
THE EDIT | The Best Marketing Solves Something
Sometimes through design. Sometimes through humor. Sometimes through the smallest of ideas. Every once in a while, a handful of seemingly unrelated ideas begin to feel strangely connected. At first glance, they have very little in common. Different companies. Different countries. Different categories. Some are recent. Others are not. Yet I found myself lingering over […]
How Marketing Is Quietly Evolving
One of the privileges of publishing The Internationalist is seeing remarkable marketing from around the world before anyone has labeled it a trend. At first, it’s simply an interesting campaign. And another. Eventually, patterns emerge. Across the work we’ve been reviewing lately—from World Cup activations, Cannes conversations, AI innovation, discussions with marketing leaders, to past […]
BEYOND BECKHAM: The World Cup Marketing that Added Something to the Experience
The official sponsors of the 2026 FIFA World Cup certainly received what they paid for: extraordinary visibility among one of the world’s largest shared audiences. And then there was David Beckham. The former England captain seemed to be everywhere—appearing in campaigns for nearly a dozen brands across sportswear, banking, food, technology, home improvement and telecommunications. […]
Interconnected Threads: Looking Beyond the Headlines from Cannes
Signals Every year, Cannes Lions produces a long list of trends. AI. Creators. Retail media. Commerce. Cultural relevance. Trust. Measurement. Brand experience. Purpose. This year was no different. But looking across the conversations, jury discussions and industry announcements, something more interesting began to emerge. The biggest story wasn’t any one trend. It was the growing […]
When America’s 250th Birthday Party Goes Global
How the FIFA World Cup is helping America—and the world—rediscover one another. More than 13 million visitors are expected to travel across North America during the 2026 FIFA World Cup, with international supporters accounting for roughly 40% of stadium attendance. Many will stay for two weeks or longer, visit multiple cities, and spend more than […]
The Missing Layer in Modern Marketing
Why Creative Infrastructure May Become Creative’s Next Competitive Advantage An Internationalist Conversation with Alexander Augustesen CEO & Co-Founder, Zuuvi Over the past several weeks, The Internationalist has explored an increasingly important question facing global brands. How do great ideas survive scale? We examined why global campaigns often lose coherence as they move across markets, agencies, […]
What the AI for Better Marketing Winners Reveal About Marketing’s Future…
… From Audience Segmentation to Human Understanding… For decades, marketers have relied on demographics to understand consumers. Age. Income. Geography. Household composition. These categories helped brands identify audiences, but they rarely explained what people were actually experiencing. The winners of The Internationalist’s 2026 AI for Better Marketing Awards suggest that a new model is beginning […]
Most Marketers Value Creative Excellence. Few Deliver It Consistently.
Why the industry’s challenge may not be creativity itself—but the systems required to scale it. Most marketers believe creativity drives growth. Far fewer believe their organizations consistently deliver it. That is one of the most striking findings from new research by the World Federation of Advertisers (WFA) and Cannes LIONS, released as the industry gathers […]