MARKETING MAKES A WORLD OF DIFFERENCE™
Marketing’s Reset
A More Complete View of What Drives Growth … Marketing is not starting over.It’s stepping into a more complete—and more accountable—version of itself. At the center of that shift is something familiar, but newly urgent: trust. Across industries, leaders are being asked to deliver growth under new conditions—greater efficiency, faster cycles, and higher expectations for […]
Signals | When Effectiveness Meets Democracy
Effie’s new “Democracy” category suggests marketing is no longer just influencing consumers—it’s being asked to influence society itself. There are moments when an industry quietly redraws its boundaries.This may be one of them. At its Spring Conference in Lisbon, the European Association of Communications Agencies (EACA), together with Effie Awards Europe, introduced a new category: […]
e.l.f. and the Business Case for Cultural Fluency
We’ve spent years celebrating creativity and purpose. But we’ve spent far less time connecting marketing decisions to actual business outcomes. e.l.f. Beauty is one of the clearest examples that the two are not at odds. They are, increasingly, the same thing. Not Just “On Culture”—Built With It e.l.f. is often described as a brand that […]
Skechers and the Power of Aligning with Real Life
Not every brand reshapes culture loudly. Some simply align with it more honestly. Skechers is one of them. With nearly $9 billion in annual sales and strong growth driven in part by the 50+ market, the brand has built its success around comfort, accessibility, and everyday use—not aspiration. It has leaned into “comfort technology,” targeted […]
Burger King and the Shift from Brand to Participant
Burger King’s latest campaign does something few brands are willing to do. It gives up control. By retiring its long-standing King mascot and placing the crown on its customers, the brand signals a deeper shift—one built over years of operational change, listening, and response. Burger King is putting its guests in the spotlight with a […]
Paris, Texas—and the New Geography of Relevance
JCPenney has spent years trying to find its way back into relevance. Not through a single campaign, but through a series of decisions—each one suggesting a brand that understands it must change not just what it sells, but how it shows up in culture. Its latest moves are deceptively simple. And that’s exactly why they […]
At 50, Habitat for Humanity Looks Forward: Opening the Door to What Comes Next
Fifty years after its founding, Habitat for Humanity stands at a rare intersection of legacy and urgency. What began as a bold experiment in community-driven housing has grown into a global movement that has helped more than 65 million people access safe, decent, and affordable homes. Yet, as Habitat marks this milestone, the organization is […]
The Evolution of Purpose: Ten Years of Marketing Signals Under Pressure
An INSIGHTS analysis from The Internationalist. For more than a decade, the marketing industry has debated the role of purpose. At times the concept has been celebrated as the future of brand building. At other moments it has been criticized as performative, political, or unsustainable. Both interpretations miss a more important reality. Purpose has never […]
Santa in a Bulletproof Vest: The Peace Campaign Cutting Through Holiday Noise
How Finland’s CMI Peace Foundation uses a universal icon to confront an unstable world. At a time when global conflict dominates headlines and uncertainty shapes public mood, Finland’s CMI Peace Foundation has reimagined one of the world’s most familiar symbols—Santa Claus—to deliver an urgent message about the fragility of peace. The creative boldness of placing […]
When an “Old Dog” Leads a New Purpose
How The Farmer’s Dog and Macy’s Turn Thanksgiving Into a Spotlight on Senior Pets. This year, a special four-legged icon is helping shine a light on one of the most overlooked causes in animal welfare: senior dog adoption. For the 99th Macy’s Thanksgiving Day Parade, Macy’s and The Farmer’s Dog brought back an unexpected celebrity—Freida […]