INSIGHTS
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, […]
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 […]
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, […]
What Does Better Marketing Look Like in the Age of AI?
By Deborah Malone, Founder of The Internationalist, Updated April 22, 2026 After reviewing the first wave of AI AWARDS FOR BETTER MARKETING work, I found myself asking a deceptively simple question: What does “better marketing” really mean in the age of AI? Today, that question feels even more relevant—and more urgent. Because AI is no […]
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 […]
The Trillion Dollar Blind Spot: Why Brands Are Ignoring Their 2025 Lifeline
By Lee Brody, Co-Founder and President at Openly Gray and Lee St. James, Co-Founder and ECD at Openly Gray Let’s be honest: Hitting your year-end 2025 goals is more of a pipe dream every day. The first half of 2025 has been unprecedented. Unstable global markets, pervasive downsizing, and shifting consumer sentiment have conspired against […]
TRENDING…. Purposeful Gaming: A Winning Combination for Brands and Players…
Gaming and Purpose may not immediately seem to go hand in hand, but the combination is making a difference to many categories of business, from consumer goods to nonprofits. In 2022, during an interview with the forward-thinking Pete Blackshaw, while CEO of the Cincinnati-based Cintrifuse, he foresaw the convergence of “Green and Gaming.” Pete, a veteran of […]
Clarifying Purpose Amid Increased Uncertainty
Notions of purpose, like so many other concepts and ideals, have evolved over the past year. Currently, we are at a significant crossroads as our research points to a more sophisticated approach to adopting purpose. According to 89% of those surveyed, the challenge of getting purpose right lies in doing it meaningfully, systematically, and authentically. The […]
Alignment at the Surface, but Many Concerns Run Deep
The Good, the Bad, and the Ugly of CLIENT-AGENCY-MARKETING PROCUREMENT Relationships Without question, the relationships among marketers, marketing procurement, and advertising agencies are crucial to the effectiveness of contemporary marketing initiatives. Each entity plays a distinct yet complementary role in achieving strategic business success. Simply said, marketers drive strategy, procurement ensures efficiency, and agencies deliver […]