Chief Marketer

Public relations practitioners spent decades building measurement frameworks that answered a single question: did the story land? Metrics included coverage counts, AVEs, share of voice, sentiment scores and reach estimates. These metrics were never perfect, but they shared a common assumption: that the desired audience was, at some point, reading the coverage generated.

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By Aaron DeBevoise, CEO of Spotter

Reach is abundant. Media buyers see this play out every quarter: you can purchase impressions at scale across dozens of platforms, hit your GRP targets, and still watch your client’s brand slide past an audience that never looked up from their scroll. Volume and attention are not the same thing, and the gap between them is wi...

The biggest AI risk in digital advertising is probably not the one most people are talking about.

It’s not creative generation.
It’s not job replacement.
It’s not whether AI can optimize campaigns faster than humans.

The real risk is what happens when autonomous systems begin making commercial decisions without clear ownership, governance or accountabili...

Sex sells many products, so why not water?

Hint Water doubled its marketing investment from last year with a lust-forward campaign that showcases its brand evolution as water that tastes “really freaking good,” said Allison Cullman, senior vice president of marketing.

“There are definitely some things that we’re doing that will raise eyebrows,” Cullman said.

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Rise Literary recently launched a partnership with veteran TV producer Joy Gorman to help guide authors for book-to-screen adaptations. The partnership will also launch a publishing imprint with Simon & Schuster that focuses on connecting TV and film IP with publishing opportunities.We caught up with Kristen McGuiness, CEO & Publisher of Rise, to tal...