Both brands find themselves at a pivotal moment, with their flagship campaigns highlighting their soccer credentials alongside the sport’s biggest stars and other pop culture icons.
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This summer, one in three Americans is expected to tune in to the World Cup, prompting many brands to explore last-minute sponsorships, proximity-based marketing efforts and social media activations linked to the event. While official sponsorships come with a hefty price tag, brands can still...
As a key element of its broader “Sport Offense” strategy, Nike is developing what it describes as “a universe of football” in the run-up to the FIFA World Cup.
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The shift nobody put in the media plan: AI as a transaction channel
Search used to be simple: people typed queries, Google sent clicks, you optimized for blue links and maybe a featured snippet. Today, a growing share of those “searches” are conversations with AI systems that:
Don’t...
The real shift: AI is quietly becoming your new media channel
Look past the noise about “AI tools” and “productivity boosts.” The deeper shift already underway is simpler and more brutal:
AI is becoming the interface between your customer and the internet.
That...
The shift nobody is budgeting for: search is becoming a results market
Scan those headlines and a pattern jumps out:
answer engines, automated SEO, AI visibility going from “citation” to “transaction,” declining referral traffic, AI-powered lead gen, ChatGPT ads data....