Social media platforms used to be digital town squares, opening up interaction between brands and shoppers. Now, platforms function more as short-form entertainment hubs. The quiet shift is forcing brand marketers to rethink the role social plays in their marketing strategies, how creative gets made and success metrics. In some ways, brands are having to act like media companies, adapting by producing platform-native entertainment while still staying accountable to sale

Having the confidence to keep awareness channel campaigns on for longer, and tell the “honest” story about when marketing is and isn’t contributing effectively – and in business outcome terms – are growing realities for H&R Block, thanks to a rethink of its media modelling approach.

Gen X is known as “the forgotten generation,” and that appears to apply to the way they are treated by marketers: New research from Curion Insights reveals that 93% of Gen Xers feel “brand messaging misses them entirely.”

Coca-Cola has launched a global review of its media, data science and technology business across most of its major markets. The review is facilitated by consultancy Mediasense and is expected to see incumbent WPP Open X compete against Publicis Groupe for the account. In addition, it coincides with the renewal cycle of Coca-Cola's five-year partnership with WPP Open X, which began in 2021.