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Brands everywhere have made influencer marketing a standard line item in their budgets. Global spending on influencer campaigns reached an estimated $32.55 billion in 2025, and there are no signs of that slowing down. Yet one question continues to frustrate marketing teams at every budget level: what should this actually cost? The honest answer is…

Celebrity marketing is no longer about slapping a famous face on a product and hoping for attention. The campaigns that break through today are more nuanced, more integrated, and far more strategic. From K-pop idols shaping global brand narratives to athletes and actors driving product demand through culture, this article explores 17 celebrity marketing campaigns…

Burger King is leaning into one of the world’s most recognizable franchises to reignite cultural relevance and drive foot traffic. This time, it is teaming up with Disney’s upcoming film The Mandalorian and Grogu to launch a fully integrated campaign spanning menu innovation, packaging, and digital experiences. This article explores how the collaboration fits into…

Target is leaning hard into fandom marketing with its latest collaboration, co-creating a limited-time Pokémon collection to celebrate the franchise’s 30th anniversary. But this is not just another retail drop. It is a coordinated campaign that blends merchandising, creator marketing, and in-store experiences into a single brand moment. This article explores how Target is using…

When a buyer asks ChatGPT, Perplexity, Google AI Overviews, or Gemini who the leaders are in your category, the AI does not roll dice. It applies a small set of repeatable signals that determine which brands get cited and which get summarized out of the answer entirely. 5W’s GEO Reckoning research reduced those signals to four. An…

Outreach has rolled out its Spring 2026 product release centered on Omni, a conversational interface designed to turn revenue insights into actions across the deal cycle. The update also includes Agent Studio for building and scheduling custom agents, plus a set of new and expanded AI capabilities for meeting prep, deal updates, risk alerts, conversation…

ASAPP has expanded its Customer Experience Platform (CXP) with five specialized AI agents aimed at automating enterprise contact center operations from discovery through optimization. The company positions the update as a step toward a more complete “agentic” platform that supports building, testing, governing, and improving AI-driven customer service. The new agents cover discovery, development, simulation,…

Courier Health has raised US$50 million in Series B funding to expand its CRM platform for life sciences teams. The round was led by Oak HC/FT, with continued backing from Norwest Venture Partners and Work-Bench. The funding follows a US$16.5 million Series A in 2024 and brings publicly disclosed funding to about US$70.5 million. Courier…

Starbucks is no longer just selling coffee. It is building cultural moments. From Hello Kitty to Harry Potter, the brand has been steadily expanding its use of entertainment IP to create immersive, collectible, and highly shareable experiences across global markets. This article explores how Starbucks is operationalizing fandom as a marketing strategy, why these collaborations…

Vaseline has taken one of running’s most awkward and under-discussed issues and turned it into a full-scale global marketing platform. At the 2026 TCS London Marathon, the brand positioned itself as the “Official Nipple Protector,” leaning into a real, widely experienced problem that most brands avoid talking about. This article explores how Vaseline’s “Nipple Sponsorship”…