Rare Beauty recently chose rising actor Ella Bright as its first celebrity ambassador, and what stood out to me most was how new the partnership feels. Beauty campaigns often rely on celebrities audiences already know, already follow, and have already seen represent several other brands. That can create instant attention, but it can also make the campaign feel familiar before it even begins. Rare Beauty took a different route. By choosing someone who is still rising, the bran

Something I keep noticing in the wellness space: GLP-1 drugs quietly reshaped an entire industry's marketing playbook. Weight loss clinics and fitness studios that used to have waitlists have gone quiet. Not because their programs got worse — Mounjaro and Ozempic just became the faster answer to the question these businesses used to own. People didn't stop wanting help with their health. The starting point moved. If your marketing still answers the old question, you're invisi

A new Supermetrics survey of 435 marketing leaders across the U.S., U.K., Germany, Australia, and Singapore just confirmed what a lot of marketers already suspected: the AI hype is way ahead of the AI reality. 85% of organizations have no formal AI strategy or clear ownership of AI initiatives. Only 15% have a defined roadmap with measurable success metrics. And the problem isn't ambition — it's infrastructure. The report points to a few consistent blockers: Weak integration

Vaseline’s partnership with Jennie Kim is such a clear example of the power of brand perception. For years, Vaseline was mostly seen as a simple, affordable, everyday product. It was practical, trusted, and familiar, but not necessarily “aspirational.” With Jennie as its global body care ambassador, the image changes. Suddenly, the product is not just petroleum jelly or body lotion. It becomes part of a beauty ritual. It feels glossy, elevated, and culturally relevant. The s