Best Practices

Even with Pepsi distribution, energy drink Celsius keeps its focus on gyms and in-person events to acquire customers.

Sean Gilpin, CMO at Hyundai Motor America, details the brand’s new marketing campaign, “Mark of a Warrior,” which helps raise funds to fight childhood cancer.

A recent ANA survey suggests that creativity is very important to B2B advertising and marketing communications. But fewer than half said they were equally confident about measuring the impact.

PR roundup covers how MapQuest won a map-naming controversy, what the USPS mail-in voting statement reveals about communicating clearly in chaos, and new research shows corporate credibility eroding fastest among the educated, affluent audiences.

As retailers chase direct-to-consumer sales, Topo stays loyal to specialty retail, even four years after Designer Brands acquisition. 

Advocacy campaigns can often take on companies many times their size, like Meta, throwing them into crisis. Sustained-pressure communications runs on a different logic than defense.

The AI correction phase is a moment for communicators, but only if the industry stops treating it like a siloed IT initiative happening somewhere else in the building.

PR roundup covers Lovesac’s viral complaint response, why a billionaire’s AI-written WSJ op-ed is raising questions and what new consumer data says about how Americans are spending—and what they expect from brands.

In this Q&A, Susie Tappouni, head of Corporate Affairs at Amgen and Sue Schwartz, co-founder of Stand Up To Cancer, discuss how their organizations worked with Beast Philanthropy and the St. Baldrick’s Foundation to bring the patient perspective to a creator-led campaign.

TextNow, known as a free or low‑cost wireless option, has launched its first national brand campaign and is stepping onto a bigger stage by attempting to show its audience the best prices for its wireless plans.