Advertising Week

Why Undervalued Traffic and Last-Click Attribution Are Costing Brands

The future of performance marketing isn’t about choosing the right channel. It’s about understanding contribution and rewarding it accordingly.

The $0.99 Can and the Saga of AriZona Tea—a Lesson in Brand Equity and Brand Risk

This isn’t just an AriZona story. It’s a warning for every brand navigating inflation, loyalty, and cultural relevance. When trust is part of your equity, protecting it isn’t optional—it’s the work.

From AI to ROI: Why Customer Trust Is the Ultimate Growth Engine

From AI to ROI, the path is clear. Brands that focus on trust today will be in a strong position, regardless of how technology evolves.

Inside the Gentle Rebranding of the Snuggle Bear

PopIcon spoke to Allison Feldman, Vice President Fabric Softener and Personal Care Brands at Snuggle, to learn more about the Bear’s rebranding.

Brands Are Sleeping on YouTube: Here’s The Five Biggest Mistakes They’re Making

Every platform requires its own strategy. Instagram, TikTok, and YouTube are not interchangeable.

Does Your Agency Really Understand Your Customers… or Your Business?

It’s time for agencies to get beyond the Mad Men thinking. Their job isn’t to ask how to get the right message across a particular channel to maximise efficiencies, it’s how to get the most useful message out to drive growth where it’s most needed.

CTR is a Strategy That Isn’t Clicking Anymore

Metrics like view-through conversions, watch time, video completion rate and thumb-stop rate offer a far more accurate view of effectiveness.

The Best Spot of the Super Bowl: La Latinidad

Bear with me here—Bad Bunny delivered the best ad of the Super Bowl. Not the best halftime show (who cares about that ranking?), but the best ad.

Creative Intelligence: When AI Becomes a Mirror for Human Taste

AI shows advertisers how well an ad is understood and which components within the creative are going to appeal to the needs and tastes of the target audience.