Marketing, procurement and agencies agree on more than you might think. So why do the same problems persist? For an industry obsessed with change, marketing has a remarkable ability to keep returning to the same relationship problems. Briefing. Communication. Compensation. Trust. Transparency. Respect. The meaning of partnership. None of these are new concerns. Yet they […]
Marketers have more data, more sophisticated measurement tools and more AI-powered analytics than ever. Ebiquity Global CEO Ruben Schreurs believes the next challenge isn’t measuring more. It’s building organizations capable of acting on what they already know. Marketers have never known more. They have more data, more dashboards, more attribution tools, more sophisticated modeling and, […]
New research from Net Conversion reveals an emerging divide between how consumers choose to use AI—and how they respond when brands use it. Consumers are watching their spending. They are reconsidering what earns their loyalty. They are tuning out advertising more aggressively. And they are adopting artificial intelligence as a shopping tool at remarkable speed. […]
The 2026 Marketing Makes a World of Difference™ winners suggest that marketing’s contribution may be expanding—from communicating value to helping create it. Each year, The Internationalist’s Marketing Makes a World of Difference™ Awards look for work that meets a deceptively simple test: Something meaningful happened because marketing got involved. That means looking beyond awareness, engagement, […]
As the first Chief Marketing Officer of Love’s, Patrick McLean is helping one of America’s largest family-owned businesses move from decades of growth through expansion to its next stage of growth through marketing—without losing what made the company successful in the first place. When most people think of Love’s Travel Stops, they probably think of […]
Out-of-home advertising has been refusing to stay politely inside the rectangle for a very long time. In mid-century Times Square, the famous Camel billboard blew actual smoke over Manhattan. Maxwell House poured an endless cup of coffee. Signs flashed, moved, and became part of New York City’s visual identity. So spectacle isn’t new. Neither is […]
Kevin Freedman on AI, brand drift—and the growing risk of “international marketing debt.” Great global marketing tends to be celebrated for the things we can see: the idea, the creative, the media, the results. Kevin Freedman thinks we should pay considerably more attention to what happens underneath. “Creative often gets the credit for campaigns and […]
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 […]
New global research on “aging well” reveals a striking disconnect between enormous consumer power—and how little attention marketers give it. Ask more than 30 creative directors and advertising experts around the world to name memorable wellness advertising aimed at people over 60, and something unusual happens. They struggle. Some can’t think of an example at […]
What one of the world’s greatest shared cultural experiences can teach us about multigenerational marketing. Before the FIFA World Cup began, The Internationalist’s GenMORE+ Initiative posed a slightly different question about the world’s biggest sporting event. Not simply: Who is watching? But: Who is watching together? We wondered whether a tournament capable of bringing much […]
