From Apathy to Adaptability: How Brands Can Matter in 2025
“78% of brands could disappear tomorrow—and most people wouldn’t care.” — Meaningful Brands 2025. For nearly 17 years, Havas has tracked the evolving relationship between people and brands through its annual Meaningful Brands™ study. Since its launch in 2009, the report has served as a global barometer of how brands create value in people’s lives—functionally, […]
Air Jordan at 40: Search Data Reveals How Legacy and Limited Editions Drive the Next Era of Greatness
When Nike first released the Air Jordan 1 to the public in April 1985, sneaker culture as we know it was born. Michael Jordan’s black-and-red shoes did more than break NBA uniform rules—they ignited a cultural phenomenon, sparking decades of obsession with athletic footwear, retro releases, and the blending of sport, fashion, and identity. Now, […]
Circle These Dates: Marketing’s Next Big Season
Upcoming Advertising, Marketing & Media Events Worldwide Have you ever landed in Miami, only to learn the big conference wrapped the day before? Or flown to Singapore for meetings—only to discover your event collided with another industry gathering? Or arrived in Paris a day early—only to find it’s a national holiday and everything’s shut tight? […]
Colin Westcott-Pitt: Building a Billion-Dollar Brand on Brilliant Basics…
When Colin Westcott-Pitt joined Glanbia Performance Nutrition nearly a decade ago, he brought with him a portfolio of some of the world’s most memorable beverage campaigns—from Dos Equis’ legendary Most Interesting Man to Heineken’s digital-first innovations. But at Glanbia, the mission was different. The focus shifted from refreshment to results: helping people everywhere achieve their […]
The New Brew Blueprint: What Marketers Can Learn from Evolving Beer Trends
As consumer tastes continue to evolve, search behavior is offering fresh insights—and a few unexpected twists—into what’s capturing attention in today’s beer market. From nostalgic favorites making a splash to the rapid rise of non-alcoholic brews, the U.S. beer landscape is undergoing a subtle yet significant transformation. Traditional beer brands are adapting to the rise […]
How IBM’s Joe Prota Is Reimagining Brand Marketing for a New Era…
In a world of constant transformation, few brands embody longevity and reinvention like IBM. Once known for mainframes and ThinkPads, today’s IBM is leading in hybrid cloud, AI, and quantum computing—while continuing to stand for trust, innovation, and global leadership. At the helm of IBM’s brand marketing is Joseph (Joe) Prota, whose mission is to […]
Coca-Cola Leads Global Soda Interest Amid Rising Competition and Flavor Innovation
From June 2024 to June 2025, Coca-Cola maintained its dominance in global soda interest, with a 24% increase in trend index and the highest search volume. Competitors like Pepsi and Dr Pepper showed notable growth, while Mountain Dew experienced a decline, reflecting shifting consumer preferences and heightened competition. The Internationalist shares marketing insights through discussions, […]
Undifferentiated and Under Pressure: Robin Bonn on Redefining Agency Advantage in a “Sea of Sameness”…
Robin Bonn, founder of the UK-based consultancy Co:definery, has never been one to shy away from hard truths. And his new book—Market of One: How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage— does just that. In a climate where ad agencies are being asked to deliver more, faster, and for […]
What Is Better Marketing Today?
This edition of COMMENTARY is by: Deborah Malone, Founder of The Internationalist After reviewing the winners of The Internationalist’s inaugural AI AWARDS FOR BETTER MARKETING, I found myself asking a deceptively simple question: What does “better marketing” really mean in the age of AI? The answers—if you look closely—are as powerful as they are uplifting. […]
Winners in the AI AWARDS FOR BETTER MARKETING Signal a Turning Point for the Industry. Cases Offer an AI BLUEPRINT.
Twelve Brands Use AI to Achieve Exceptional Customer-Focused Marketing Success The inaugural Internationalist AI AWARDS FOR BETTER MARKETING revealed a striking truth: artificial intelligence is no longer just an emerging tool—it is fundamentally reshaping how marketers deliver relevance, resonance, and results. A BLUEPRINT FOR AI & MARKETING Twelve pioneering campaigns from around the world showed that AI doesn’t […]