ARTICLES
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 […]
THE EDIT | When Proof Becomes the Concept
Some brands are still focused on visibility. Others are beginning to recognize that visibility alone is no longer enough. In an environment shaped by skepticism, overload, and constant exposure, marketing increasingly faces a different challenge: not simply getting attention, but demonstrating credibility, usefulness, transparency—or even self-awareness. This week’s examples from Shein, a Finnish bakery brand, […]
THE CMO ROLE IS BEING REWRITTEN
It’s easy to look at the latest data and conclude that marketing has a performance problem. But that may not be the real issue. It may be a definition problem. Recent research from Boathouse suggests a growing disconnect inside organizations. CMOs are seen as more aligned with the business than ever before—more committed, more integrated, […]
Scaling Authenticity in an AI World
Why what feels real is becoming more valuable—and more selective. Marketing has never been more capable. Ideas can be generated instantly.Content can be produced at scale.Experiences can be designed, extended, and optimized across platforms. And yet, something is shifting. Not in what marketing can do— But in what people choose to believe. In a world […]
Retail Media, Connected Commerce & the New CPG Playbook
A conversation with Mary Katherine “MK” Woltz of Danone on how media is being redefined—from a channel to a growth system. Media Isn’t Supporting Commerce Anymore It’s becoming inseparable from it. For years, retail media was treated as an extension of shopper marketing—a powerful but contained layer focused on conversion. That distinction is disappearing. As […]
Same Industry. Different Experience.
Why Client–Agency Relationships Feel Aligned—Until They Don’t. A new study reveals that the challenge isn’t disagreement—it’s a gap between what’s intended, what’s said, and what’s actually experienced. For years, the industry has told itself the same story. And yet, little seems to change. The question is no longer what people say about these relationships. It’s […]
Media Innovation 2026: From Participation to Impact
The winners of The Internationalist’s 18th Annual Awards for Innovation in Media offer more than a collection of strong ideas—they provide a clear view of how media is evolving. Across categories, markets, and budgets, one theme stands out: media is no longer simply a channel for communication. It is becoming a system for participation, utility, […]
From Performance to Protection: How ROCKWOOL Is Reframing Marketing in a Changing World
In a market defined by pressure on costs, on supply chains, and on expectations, brand performance remains essential. But increasingly, marketing is being asked to do more than communicate performance; it must clarify what it enables and why it matters now. At ROCKWOOL, that shift is taking shape in a deliberate and meaningful way. With […]
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 […]
Signals of a Changing Media Landscape
Media Innovation Awards 2026 Finalists… This year’s finalists for The Internationalist’s 18th Annual Awards for Innovation in Media reflect more than strong execution—they offer an early read on how media is evolving. If recent years proved that media could perform, this year’s finalists suggest it can participate. Across markets, categories, and approaches, a few clear […]