TRENDSETTERS
How Mattel’s Nancy Molenda Is Turning 80 Years Into 80 Moments of Purpose …
Celebrating 80 Years of Philanthropy, Play, and Global Impact As Mattel commemorates its 80th anniversary, the company isn’t just reflecting on a storied past of iconic toys—it’s doubling down on a bold vision of purpose. The “80 Moments for 80 Years” campaign is a global philanthropic initiative that brings Mattel’s belief in the power of […]
Breaking Barriers: Bridget Sponsky on Ally’s Bold Play for Equity and Innovation
Few brands in financial services are known for cultural relevance. But Ally Financial, under the brand leadership of Bridget Sponsky, is rewriting that narrative. In 2022, Ally stunned the marketing world by announcing its 50/50 Pledge: a promise to invest equally in men’s and women’s sports media within five years. For decades, women’s sports received […]
EACA’s Charley Stoney on #Campaign4Good: Protecting Children Online and Redefining Purpose
The EACA CEO discusses how a pan-European competition—created in collaboration with the 5Rights Foundation and supported by EU leaders—empowers young creatives to safeguard a digital future for children. Children’s online safety has become one of the most urgent issues of our digital age. The European Association of Communications Agencies (EACA), in partnership with the pioneering […]
The Hidden Operating System of Marketing: Ulli Appelbaum on the Science of Brand Associations
When marketers think about growth, they often focus on purpose, storytelling, or functional benefits. Yet Ulli Appelbaum, brand strategist and award-winning author, argues that the most powerful driver of brand success has been hiding in plain sight all along: brand associations. With his new book, The Science of Brand Associations: Win Minds, Win Markets (out […]
The Future of Agencies? Ask SuperHeroes’ Rogier Vijverberg
SuperHeroes always lives up to its name. The independent agency has built its reputation on making advertising exciting again, or to use their motto: “We Save the World from Boring Advertising.” Whether through a cheeky Netflix x NFL execution that resembles a blimp caught between two buildings or Buick cars reimagined as digital art installations, […]
Visit Sweden’s Nils Persson on Bold Ideas, Big Impact, and the Future of Marketing
How Visit Sweden’s CMO turns national branding into lessons every marketer can use. When most people think of destination marketing, they imagine glossy brochures and aspirational taglines. Nils Persson, Chief Marketing Officer of Visit Sweden, has rewritten that playbook entirely. Under his leadership, Sweden’s national brand has become a global case study in how creativity, […]
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, […]
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 […]
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 […]
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 […]