MarketingInnovation
How Marketing Makes a Meaningful Difference
The 2026 Marketing Makes a World of Difference™ winners suggest that marketing’s contribution may be expanding—from communicating value to helping create it. Each year, The Internationalist’s Marketing Makes a World of Difference™ Awards look for work that meets a deceptively simple test: Something meaningful happened because marketing got involved. That means looking beyond awareness, engagement, […]
Why Some of Advertising’s Oldest Real Estate Suddenly Feels Surprisingly New
Out-of-home advertising has been refusing to stay politely inside the rectangle for a very long time. In mid-century Times Square, the famous Camel billboard blew actual smoke over Manhattan. Maxwell House poured an endless cup of coffee. Signs flashed, moved, and became part of New York City’s visual identity. So spectacle isn’t new. Neither is […]
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 […]
The Grumpy Innovator: Why Good Ideas Don’t Always Win
Costas Papaikonomou on disruption, decision-making, and the overlooked power of the obvious. Innovation has become a kind of corporate reflex. When growth slows or markets shift, the instinct is often the same: disrupt, reinvent, transform. But according to Costas Papaikonomou, an innovation expert, entrepreneur, co-founder of Una Terra, and author of The Disruption Fallacy and […]
Marketing Is Moving Beyond the Message
IN PRACTICE | The Cases Shaping Marketing Now What five award-winning campaigns reveal about the future of marketing. At first glance, these examples seem unrelated. Different countries. Different categories. Different audiences. Different objectives. Yet together they reveal something important: Marketing is moving beyond the message. Across this year’s highest-scoring Internationalist Award winners, the most innovative […]
Sunny Sky’s Manos Spanos Discusses Innovation and Technology Amid Marketing’s Many Business Goals…
Throughout his career, Manos Spanos has been consistently motivated by the intersection of marketing, innovation, and technology—whether working for large multinationals or startups. Now, as the Chief Commercial Officer of Sunny Sky Products, a leading producer of beverage solutions, he talks about turning bold ideas into realities while offering his perspective on the potential of AI, […]
Pete Blackshaw, an “Urgent Optimist,” Sees the Convergence of Green and Gaming
Pete Blackshaw operates at the heady nexus of marketing innovation, digital transformation, and entrepreneurial thinking. Throughout his career, Pete has been a marketer at Procter & Gamble and Nestle, an entrepreneur, a digital guru, an author, a data analyst, and a community service leader. Much of his success is tied to how he often manages to […]