MarketingStrategy
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. […]
Interconnected Threads: Looking Beyond the Headlines from Cannes
Signals Every year, Cannes Lions produces a long list of trends. AI. Creators. Retail media. Commerce. Cultural relevance. Trust. Measurement. Brand experience. Purpose. This year was no different. But looking across the conversations, jury discussions and industry announcements, something more interesting began to emerge. The biggest story wasn’t any one trend. It was the growing […]
The Missing Layer in Modern Marketing
Why Creative Infrastructure May Become Creative’s Next Competitive Advantage An Internationalist Conversation with Alexander Augustesen CEO & Co-Founder, Zuuvi Over the past several weeks, The Internationalist has explored an increasingly important question facing global brands. How do great ideas survive scale? We examined why global campaigns often lose coherence as they move across markets, agencies, […]
When Great Ideas Don’t Survive Scale
The most dangerous moment for a great marketing idea is not when it is created. It is when it is scaled. A global idea is approved. The strategy is clear. The creative platform is strong. The brand team is aligned. Then the idea enters execution. It is adapted, resized, translated, rebuilt, localized, versioned, reviewed, approved, […]
From Precision to Purpose: How AI Is Reshaping Marketing
Artificial intelligence is no longer an emerging force in marketing.It’s reshaping how marketing works—right now. Not just how campaigns are executed—but how decisions are made, how audiences are understood, and how brands respond in real time. What’s emerging is not simply a more efficient version of marketing. It’s a different model altogether—one that blends precision […]
Skechers and the Power of Aligning with Real Life
Not every brand reshapes culture loudly. Some simply align with it more honestly. Skechers is one of them. With nearly $9 billion in annual sales and strong growth driven in part by the 50+ market, the brand has built its success around comfort, accessibility, and everyday use—not aspiration. It has leaned into “comfort technology,” targeted […]
Longevity Is Reshaping Brand Strategy — Not Just Representation
Marketing has spent years treating demographic aging as context. It is not context. It is structure. The first phase of The Internationalist’s GenMORE+ Index — based on 268 cross-generational evaluations of 40 curated ads featuring people over 50 — suggests that longevity is not a niche consideration. It is redefining the architecture of brand growth. […]
What “Near Me” Search Trends Reveal About Brand Power in Fast-Casual Dining
In marketing, we often look at sales data to understand momentum. But search behavior tells us something earlier. Between November 2023 and December 2025, My Telescope search data shows a dynamic reshuffling of attention in U.S. fast-casual dining — with one brand dominating volume, several surging in growth, and others quietly losing ground. The story […]
Signal: The Age of Scaled Sameness
If AI risks making brands invisible through sameness, marketing’s real work is to build a collaborative architecture of meaning, authenticity, and trust that creates enduring relationships and distinguishing relevance — which become the actual drivers of value and true growth. For years, marketers have worried about distrust. But the more immediate danger may be quieter […]
The Longevity Blind Spot: What Better Not Younger Reveals About Marketing in a New Age-Inclusive Economy
Founder Sonsoles Gonzalez on brand evolution, ageism in marketing, and why the industry must rethink its assumptions about relevance, confidence, and growth. For decades, marketing has quietly operated on an outdated timeline. Career momentum peaks early. Innovation belongs to youth. And women, in particular, are often treated as if their relevance fades just as their […]