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Kaveri Camire, CMO, DXC Technology
Marketers are living in an era of technological disruption — a pivotal moment that is challenging every business, department and executive to rethink what’s possible and prepare for what’s next.
AI is affecting both work and society by redefining how people learn, adapt, generate ideas and make decisions. And it is reshaping the marketing playbook by...
They say a watched pot never boils. That isn’t stopping media agency buyers from keeping a close eye on the ad spend flowing to streamers as this year’s TV upfronts season approaches the finish line.
By some counts, we’re on the cusp of streamers like Netflix and Amazon, alongside a bevy of FAST channels, nabbing half the dollars on the table — a significant tipping point. By others’ estimates...
To launch a new sparkling water in the U.S., Nestlé Waters turned to the country’s most well-known “love affair” with Italy (as the brand’s global CMO puts it): The Sopranos.
The campaign — featuring Sopranos stars Michael Imperioli (Christopher) and Steve Schirripa (Bobby) — highlighted “the craft” of creating the new beverage, Sanpellegrino CIAO!, from harvested citrus in Sicily, said Elisa...
Amid an uncertain economy, some marketers are reconsidering their former dependence on performance strategies. They’re not cutting back on digital, though. Instead, they’re running with an updated playbook layering CTV, creator marketing and audio on top of search and social.
Consider the case of Opensky, a financial services brand that offers secured credit cards to customers with poor credit...
Between the TikTok ban and the tariffs eating into marketing budgets, the first half of the year was full of growing pains in the creator economy. As the second half of 2025 shifts into focus, trends in how brands spend and creators monetize are coming into full view.
Amid the so-called cultural wars, marketers are pulling back on diversity, equity and inclusivity-driven campaigns,...
Sign number 108 that creators aren’t just a tactic for marketers anymore: they’re hiring agencies of record to manage them.
It might not be as headline-grabbing as Unilever’s influencer pledge or Publicis buying up Captiv8, but it signals the same shift: marketers are, for the umpteenth time, done dabbling. The era of patchwork partnerships and borrowed budgets is giving way to strategy,...
Some creators are wary of YouTube’s AI slop cleanup, but marketers see it as a win for the platform.
On July 15, YouTube updated its creator policies for the YouTube Partner Program, renaming the platform’s pre-existing repetitious content guideline to more broadly cover “inauthentic content” such as repetitive uploads of slideshows with similar narrations or narrated stories with few...
The speed at which marketers are adopting AI-powered tools is moving faster than rules and regulations can keep up. Inadvertently or not — the ad industry at-large has put concerns over intellectual property, brand misuse and other long-term risks in the rearview as it chases speed and scale.
Brands and agencies are rapidly adopting AI tools to boost productivity and find efficiencies, without...
In ad circles most of the AI chatter has centered on media — how it’s bought, sold and optimized. But the conversation is starting to shift. According to Publicis Groupe CEO Arthur Sadoun, creative is now coming into focus.
“Production is a big topic right now,” he told analysts on Thursday’s earnings call, signaling a shift in where clients are starting to probe.
These conversations tend...
As generative AI reshapes how content is surfaced, scraped, summarized and monetized, new vocabulary to describe those processes is cropping up daily in the media industry.
In strategy decks, licensing talks, research reports and closed-door meetings, publishers are navigating a flood of new terms, including “zero-click traffic,” “RAG agents,” and “Model Content Protocol.”
Here’s a jargon...