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 […]
Rob Gronkowski’s relationship with regenerative technology company DNA Vibe offers a timely reminder that the most powerful endorsements don’t simply attract attention. They help consumers understand why they should care. (Image courtesy of DNA Vibe.) Celebrity endorsements are hardly new. For generations, brands have borrowed fame, familiarity and cultural relevance in hopes that some of […]
When content is abundant, participation may be the harder—and more valuable—thing for brands to create. What if the next important evolution in media isn’t another channel? It may be something people choose to join. That’s the provocative possibility that emerged from a recent Internationalist conversation with Scott Goodson, Founder and Chairman of StrawberryFrog and creator […]
As investment grows, the conversation is shifting from authenticity alone to creativity, effectiveness and professional standards. For more than a decade, creator marketing has been one of marketing’s fastest-evolving disciplines. New platforms emerged, creators built loyal communities, brands experimented with new forms of storytelling, and investment grew at an extraordinary pace. Today, creator marketing has […]
Sometimes through design. Sometimes through humor. Sometimes through the smallest of ideas. Every once in a while, a handful of seemingly unrelated ideas begin to feel strangely connected. At first glance, they have very little in common. Different companies. Different countries. Different categories. Some are recent. Others are not. Yet I found myself lingering over […]
One of the privileges of publishing The Internationalist is seeing remarkable marketing from around the world before anyone has labeled it a trend. At first, it’s simply an interesting campaign. And another. Eventually, patterns emerge. Across the work we’ve been reviewing lately—from World Cup activations, Cannes conversations, AI innovation, discussions with marketing leaders, to past […]
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. […]
For nearly two centuries, Martin Guitar has balanced craftsmanship with innovation. Mike Nelson explains why enduring brands don’t choose between heritage and progress—they learn how to honor both. Marketing has always celebrated the new. New technologies. New platforms. New audiences. New ways of reaching consumers. Yet some of the world’s most admired brands have endured […]
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 […]
