Trends

When Marcelo Kertész joined Manscaped roughly five years ago – before becoming CMO in 2022 – the men’s grooming brand was spending nearly three-quarters of its budget on performance marketing. It was a page right out of the DTC playbook. Performance is “the perfect tool for breaking through,” Kertész said, “because you can get exposure on par […]

E.l.f. Beauty’s “So Many Dicks” campaign targets corporate leaders via contextual advertising with the goal of increasing diversity in corporate boardrooms.

Chief Marketer spoke with Manscaped CMO Marcelo Kertész about risk-taking in brand marketing, striking a balance between brand and performance, and what political campaigns taught him about staying agile.

Baby blue probably isn’t a color most shoppers expect to see in the honey aisle at their local supermarket. But that dissonance is exactly why Barkman Honey chose that color for its newly rebranded Busy Bee Raw Honey packaging, which first hit stores in September.

It takes a certain kind of advertiser to want to promote its brand alongside a headline like “RFK Jr. Greets Trick-Or-Treaters With Big Bowl Of Ape Glands.” That’s a real headline on The Onion, by the way. It’s no surprise, then, that the satirical news site has to get creative with its marketing and monetization, […]

The storied Ryder Cup, held in September at the Black Course of Bethpage State Park in Farmingdale, NY, was not without its headline-making moments beyond the game of golf. Widely regarded as the Super Bowl of the sport, the tournament, which is played every two years globally and every four years in the U.S., featured […]

Laser Eye Center struck the balance between human creative and AI usage by partnering with creative marketplace Kartel to generate ads for a local TV network.

Social media ads, generative AI and Prime Day boost online October sales. Holiday sales are expected to slow, as consumers pull forward their holiday shopping.  

A new survey from Forrester suggests that many B2C CMOs are planning to make the customer experience (CX) their top priority in 2026 — a notable shift from last year, when CX didn’t even crack the top five priorities in the same survey.

If you think NIL deals are only for powerhouse football programs or Final Four contenders, think again. There are plenty of more affordable options for brands.