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    LeBron James & Hennessy: Viral ‘Second Decision’ Campaign

    LeBron James & Hennessy: Viral ‘Second Decision’ Campaign

    LeBron James' 'Second Decision' campaign with Hennessy achieves social virality, boosting engagement and media value. The partnership aims for a fresh, social-first approach, sparking conversations around sports and LeBron lore.


    Holiday Shopping Trends: Online vs. In-Store & Budget Cuts

    Holiday Shopping Trends: Online vs. In-Store & Budget Cuts

    Holiday shopping sees mixed trends: online growth, budget cuts (Gen Z, Millennials), social media influence (TikTok, Facebook), mass merchandiser preference, and income disparity impacting spending habits.


    Influencer Marketing: Brands Raise Expectations for Creator AORs

    Influencer Marketing: Brands Raise Expectations for Creator AORs

    Brands increase expectations for creator AORs as influencer marketing grows to $13.7B by 2027. Performance, standardization, and strategic alignment are now key for brands and creator agencies.


    CeraVe & NBA: Skincare Meets Sports Culture

    CeraVe & NBA: Skincare Meets Sports Culture

    CeraVe partners with the NBA, becoming its official skincare and haircare brand. This collaboration includes digital activations, gaming integrations (NBA 2K), and a focus on 'medutainment' with social media engagement.


    TikTok, China, and US Influence: A Geopolitical Battleground

    TikTok, China, and US Influence: A Geopolitical Battleground

    TikTok's rise as a viral platform places it at the center of geopolitical negotiations. China's influence operations, US takeover proposals, and content control concerns highlight social media's growing political significance.


    Brand Trips Evolve: New Influencers & Authentic Journeys

    Brand Trips Evolve: New Influencers & Authentic Journeys

    Brands are shifting from typical influencers to Substackers, experts, and photographers for authentic brand trips. This summer focuses on genuine engagement over polished visuals, creating a cultural cachet and long-term brand value.


    Lipton Iced Tea: Bridging Generational Divide

    Lipton Iced Tea: Bridging Generational Divide

    Lipton Hard Iced Tea targets both boomers and millennials with a campaign featuring senior influencers and intergenerational content, aiming to unite generations over a shared love for iced tea and partying.


    CoComelon’s ‘Can Help’ Campaign: Supporting Parents

    CoComelon’s ‘Can Help’ Campaign: Supporting Parents

    CoComelon launches 'CoComelon Can Help,' its first marketing campaign supporting parents navigating developmental stages. Features songs, social media, and community support. Addresses stress and provides resources.