Blog

PepsiCo’s Bubly will give away $100,000 worth of gifts to make up for epic Mother’s Day fails.Read More

Fox’s converged media platform delivers audience modeling and targeting ahead of the upfront.Read More

Hinge created an anthology of real love stories that will run on Substack and as a physical book.Read More

The firm has launched podcasts and newsletters, plus worked with brands to produce content highlighting initiatives like access to menstrual health products.Read More

The deck notes that ROI on existing channels like Meta and Google has declined from 50% to 37% due to saturation.Read More

Shivdasani is the agency’s first global C-suite hire under new ownership.Read More

Upscale uses OpenAI’s Whisper, Google’s Gemini, and Eleven Labs to create and targeting ads on streaming TV.Read More

The largest share of money now goes to paid media.Read More

One big reason this happens is the knee-jerk dismissal of media planning as boring.Read More

…but it’s often overlooked.

A farmer might yearn for twice as much land. But it’s far more efficient to double the yield on the land he already has.

Marketers often hustle to get the word out. To reach more people. And yet, activating the fans you already have–the ones who trust you, who get the joke, who want to go where you’re going–is far more reliable.

If you want to win an election, don’t waste a lot of time persuading people who have chosen to oppose you and your work. Instead, simply create the conditions for those who agree with you to choose to actually show up and vote. And, along the way, to bring their friends.

This is the overlooked secret of my book streak. I write books for my readers instead of trying to find readers for my books.

Marketers face a choice every day: hustle for new people or serve the ones who care. Activation is much more productive than persuasion.

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