Warehouse retailer Sam’s Club is tapping its most loyal customers — members of its current membership — to become influencers. We spoke with Diana Marshall, Executive Vice President and Chief Experience Officer, about how its recently launched creator network will represent a key part of the brand’s marketing pie in 2026, and why she believes community will drive repeat buying.

Wellness stickers sold by the brand NatPat are worn on consumers’ clothing and diffuse essential oils into the air. BuzzPatch, for instance, is a natural insect repellent sticker aimed at solving the problem of putting chemical-based repellents on children’s skin. For the past three years, the brand has had a blossoming relationship with retail chain Target — and that collaboration has been a major growth driver for the brand. We spoke with CEO and co-founder Michael Jankie to get the scoop.

On the self-care app Finch, users care for a personalized digital bird by completing small acts of self-care like drinking water, tidying up and performing breathing exercises. But one of the most popular pre-set goals on the app is something much more basic: literally surviving the day. We explore the motivation behind the creative for the campaign, which intentionally avoided using AI-generated imagery.

Lastly, we recently announced the winners of the 2026 Chief Marketer Network IGNITE Awards, a new program recognizing excellent work across the full spectrum of modern marketing. Take a look at the winners here.

The CM team wishes you all a wonderful Memorial Day weekend.

Until next week,