Analyses
The C-suite tangle: Why CMOs need to speak a new language to win over critics
Four CMOs explore the evolving dynamics, essential skills, and how CMOs need to speak more CFO and CEO to be the executive pulse of the organization.
Why women’s health has become a priority for brands
Check out how marketers can best reach women and discuss their health needs in a post-pandemic world.
How brands are going for gold at the Paris Olympics
How brands are maximizing ad spend at the mega sporting event, the keys to a winning marketing strategy, and the best platforms to engage young fans.
Meta’s CMO on navigating cuts, competition and critics
Longtime executive Alex Schultz details the complexities of marketing a technology giant.
Brands plan for a quiet Pride Month
Agencies report dwindling projects and an overall lack of communication from clients regarding Pride Month plans.
Will zero-party data restore consumers' trust in brand value?
Allowing individuals to willingly and conveniently share their data in exchange for better experiences can be a win-win. But as Campaign discovers, certain conditions and challenges must be met for all to benefit.
Takeaways from the 2024 upfronts: Maintaining the status quo
Nielsen panel remains primary currency as buyers chart familiar territory.
Legacy media faces swirl of challenges as 2024 Upfronts kick off
Disney, NBCUniversal, Warner Bros. Discovery and Paramount will pitch their wares at the annual buying showcase as ongoing business struggles hover in the background.
What are the top triggers for consumer boycotts across global markets?
Shunning companies whose products pose health risks stands out as the primary motivation for consumers worldwide to cancel brands.
The Tesla trial: Can brands thrive without a traditional marketing team?
Tesla CEO Elon Musk reversed course from a traditional advertising push last month by scrapping a freshly formed marketing team. Can brands survive or even thrive without a marketing team?
How US higher education can save its reputation
Americans are quickly losing faith in colleges and universities. It’s up to schools to make the case for their future to the general public.
Why Microsoft Advertising is doubling down on AI
Following a restructure, the tech giant is aggressive in its integration of advertising with AI through Copilot and other tools.
How Google, Meta, Snapchat and TikTok are attempting to eclipse each other
At the 2024 NewFronts, tech platforms glided over legislative issues and focused on outshining each other with technology and performance, appealing to cost-focused media buyers.
WPP’s Mark Read: Why 2024 will improve after Q1, clients delaying decisions and Cannes plans
New business pipeline looks good overall, but some project work is under pressure because 'client decisions are taking longer to happen', CEO tells Campaign.
Cindy Gallop: 'Hire women: They do all the work and take none of the credit’
Adland veteran Gallop gets real about 'radical simplicity', women-led industry change, why the agency model is devaluing itself, and her sex-positive venture.
Diverse-owned media companies flex data-driven insights to prove their worth
In a challenging year for DE&I, networks owned by and targeting marginalized groups pitched advertisers at the 2024 NewFronts on new tools and authentic connections with a growing audience.
How Porsche zeroes in on smaller details to improve customer experience
The German automaker uses open text mining to enhance its customer IDs, focusing on language and personalization to elevate satisfaction to excitement.
Is there a place for 'fake OOH' ads in the industry?
New technologies like Gen AI and CGI are lowering the barrier and opening the floodgates.
Earnings analysis: AI costs rack up at Alphabet, Amazon, Meta and Microsoft
Big tech firms are on track to significantly increase capital expenditures this year as they invest in computing resources to power AI.
'Devastating': What happens when an agency loses a top client
One in five agencies participating in this year’s School Reports lost one of their biggest-spending clients in 2023 – so how did they cope?
News publishers call out stringent brand safety policies at IAB NewFronts
Publishers sounded the alarm for advertisers to support news by reviewing blunt keyword blocking during a critical time for democracy.
Gen AI has created an 'iPhone moment': Coca-Cola's ASEAN marketing chief
Coca-Cola's Matthias Blume explains how the brand continues to grow.
A forced TikTok sale has agencies wary of an X repeat
Agencies fear the wrong owner could push users off the platform.
How agencies are modernizing their parental leave policies
Agencies have expanded and evolved their benefits since the early pandemic with extended time off and enhanced offerings.
Why does such a lack of transparency still exist in adtech?
New business models and auditing practices are challenging the status quo to demonstrate value for clients.
Why brands are leaning into spoofing film genres
Leaning into entertainment storytelling catches consumer attention while giving brands more creative freedom.
Is there a future for the brand mascot?
From Ronald McDonald to Tony the Tiger and the Michelin Man, brand mascots used to be ubiquitous and beloved. But where have they all gone?
Agency Performance Review 2024: The making of a modern return-to-office policy
Employers and their employees butted heads over increasing and enforced return to office requirements in 2023. Here’s the current state of the debate.
Agency Performance Review 2024: The evolution of offshoring in advertising
Typically viewed as a cost-cutting measure for back-office roles, offshore talent is increasingly valuable for scaling client support and offering new perspectives.
Campaign US Agency Performance Review 2024
Campaign US reveals its annual evaluation of 53 leading U.S. agencies' business performance.
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