IN PRACTICE
Cause Marketing Grows Up: From Campaign to Collaboration
For Momentum’s Mollye Rhea on why the strongest cause partnerships are becoming more integrated, more enduring—and more valuable to everyone involved. Cause marketing has come a long way from asking consumers to add a dollar at checkout or promising that a percentage of every purchase will go to a good cause. Those approaches haven’t disappeared—and […]
When Celebrity Becomes Credibility: Why the Best Endorsements Shorten the Distance to Trust
Rob Gronkowski’s relationship with regenerative technology company DNA Vibe offers a timely reminder that the most powerful endorsements don’t simply attract attention. They help consumers understand why they should care. (Image courtesy of DNA Vibe.) Celebrity endorsements are hardly new. For generations, brands have borrowed fame, familiarity and cultural relevance in hopes that some of […]
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 […]
How Marketing Is Quietly Evolving
One of the privileges of publishing The Internationalist is seeing remarkable marketing from around the world before anyone has labeled it a trend. At first, it’s simply an interesting campaign. And another. Eventually, patterns emerge. Across the work we’ve been reviewing lately—from World Cup activations, Cannes conversations, AI innovation, discussions with marketing leaders, to past […]
BEYOND BECKHAM: The World Cup Marketing that Added Something to the Experience
The official sponsors of the 2026 FIFA World Cup certainly received what they paid for: extraordinary visibility among one of the world’s largest shared audiences. And then there was David Beckham. The former England captain seemed to be everywhere—appearing in campaigns for nearly a dozen brands across sportswear, banking, food, technology, home improvement and telecommunications. […]
Mike Nelson: The Delicate Art of Brand Evolution
For nearly two centuries, Martin Guitar has balanced craftsmanship with innovation. Mike Nelson explains why enduring brands don’t choose between heritage and progress—they learn how to honor both. Marketing has always celebrated the new. New technologies. New platforms. New audiences. New ways of reaching consumers. Yet some of the world’s most admired brands have endured […]
What the AI for Better Marketing Winners Reveal About Marketing’s Future…
… From Audience Segmentation to Human Understanding… For decades, marketers have relied on demographics to understand consumers. Age. Income. Geography. Household composition. These categories helped brands identify audiences, but they rarely explained what people were actually experiencing. The winners of The Internationalist’s 2026 AI for Better Marketing Awards suggest that a new model is beginning […]
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 […]