What is really happening in the influencer marketing market — no fluff: numbers, case breakdowns and news about blogger advertising, YouTube, Telegram and media buying.
Terence Reilly, who took Stanley and Crocs to the top of cultural brands, reveals the strategy of counterculture movement: how disregarding industry norms led to global popularity.
Adweek identified how impatience disguised as agility, personal ambitions masked as customer focus, and other systemic decisions erode brand capital.
Jeremy Fein, CEO of Cognitiv, explains why the future of advertising lies in deep learning on big data, not generative AI. How to predict creative effectiveness before purchasing impressions.
Top executives from Omnicom and consulting firms at Cannes Lions shared strategies for agencies to win pitches, adopt AI systems, and transform their approach to influencer advertising. We break down practical insights for the Russian market.
Vestas sells wind turbines over 24–36 months. The company uses video to engage skeptics, buyers, and regulators before the formal pitch even happens.
Dollar Shave Club created its most successful campaign in brand history for $400 using AI — the team spent a week instead of months working with an agency.
The chief editor of Goryashchaya Izba shares her system for working with author content: from feedback structure to detecting AI-generated text. Applicable for brands collaborating with bloggers.
Free marketing mix modeling libraries removed the $150–500k price barrier, but didn't lower the expertise threshold. Why 46.9% of US marketers are investing in MMM yet don't know where to start.
On July 13, 2024, the .me domain registrar blocked t.me following OFAC sanctions compliance verification. Telegram switched to telegram.me — we break down the impact on brands and advertising campaigns.
Assessing the effectiveness of brand participation in marketing conferences: from Cannes Lions to Russian events. What companies get for their conference budgets and why offline remains a relevant promotion tool.
Olivier Rousteing has taken the helm at French fashion house Rabanne following 14 years as creative director at Balmain. We analyze how a change in creative leadership transforms brand strategy and amplifies media communications.
6 billion viewers, sponsorship packages worth $80–100 mln, and large-scale brand activations — we break down the marketing strategy behind the FIFA World Cup.
Evolute manufacturer has proposed cutting EV subsidies from 35% to 10%. Maximum discounts will only apply to highly localized models — but no Russian electric car currently meets the required criteria.
Chipotle opens its first location out of 4,100+ restaurants in Mexico — the country whose cuisine inspired the chain's menu. We explore why American brands fail in their prototype markets and what marketers can learn from it.
Marketing leaders are the first to spot market shifts — from AI to influencer channels — yet find themselves alone while businesses cling to familiar KPIs.
Byron Sharp and Jenny Romanyuk from the Ehrenberg-Bass Institute explained at Cannes Lions why marketers shouldn't follow financial metrics and how to properly select KPIs to measure performance.
U.S. bank Ally invests 40% of its marketing budget in sports media and sponsorships, betting on athlete podcasts and cross-partnerships instead of traditional media buying.
Roskomnadzor announced the Telegram blockade as effective, but all regulatory meeting participants admitted to still using the messenger. Natalia Kasperskaya proposed conducting a study on actual VPN coverage.
Popular TV Time app with 26.4M installations is shutting down due to high server costs. Founder Antonio Pinto is launching Bingers — a new platform with user data import.
Streaming service Netflix is broadcasting MLB Home Run Derby for the first time while deploying unconventional marketing tools: from rhinestone-studded trucks to influencer partnerships and promotional streetcars.
European Commission President Ursula von der Leyen has promised legislation to ban social media for children under 13. Ten EU countries have already announced their own age restrictions ranging from 13 to 16 years old.
How professional ad purchasing works: CPM/CPV metrics, negotiations instead of fixed rates, and the unique dynamics of influencer advertising.
What goes into an influencer campaign, how agencies differ from platforms, and six key criteria for choosing the right partner.
Formats, pricing, and launch checklist: how to run influencer advertising systematically — no fake metrics, ad labeling penalties, or wasted budgets.
YouGov, WFA, and Dentsu have released data on how consumers search for information, who they trust, and where they make purchases. We break down what this means for brands working with bloggers.
Google has launched automatic labeling of ads created with generative AI. The SynthID system recognizes AI-generated content and adds a label to the ad information panel.
Chipotle launched an activation in golf simulator PGA Tour 2K25: by completing in-game challenges, players receive codes for free burritos and double protein portions. Following the loyalty program rebrand, daily sign-ups increased by 25%.
The MAX messenger has introduced comments in public channels, giving bloggers a direct engagement tool with their audience. Within the first 24 hours of the public channel launch, 10,000 new channels were created.
37% of consumers rely on AI over search engines, with 60% of queries not resulting in website visits. Learn why brand reputation in media is now critical for brands — beyond paid advertising alone.
Vitaminwater expanded the Neighborhue platform, partnering street artists and My Code agency to reach 20 mln Latino Americans across the US.
Insurance company Farmers Insurance unveiled a rebrand featuring the 'Honesty Is Our Policy' platform, a pink identity system, and an updated jingle reimagined from its 2009 original melody.
Users turn to ChatGPT and Claude three times more often than branded chatbots to resolve issues with companies. Gartner's research reveals the failure of corporate AI services.
The international triathlon federation has admitted Russians to team disciplines with neutral status. What this means for brands in sports marketing.
Only 15% of marketers base budget decisions on influencer advertising performance data, despite three-quarters planning to do so within three years. Influencer marketing is evolving faster than measurement tools can keep pace.
China's beauty market worth $73.7 bln is built around content, brand streams, and social platforms — we break down seven trends for product and marketing adaptation.
Ilham Aliyev announced consideration of a full withdrawal from the Council of Europe after Azerbaijan lost its voting rights in 2024. We examine how geopolitical shifts impact the media market and influencer collaborations.
Marketer Giles Edwards explains why humor in B2B isn't frivolous—it's a signal of competence. And how it works in blogger advertising.
B2B brands are ditching corporate dryness for human stories: documentaries, ambassadors, and humor instead of faceless presentations. We break down the strategic shift.
L'Oréal deliberately cultivates top executives from marketing teams. We examine the corporation's HR strategy and its approach to digital transformation.
MarTech published a guide on Hermes Agent Desktop — an AI tool for marketers that stores all context locally and allows creating reusable Skills with brand books and guidelines.
LinkedIn boasts 830M+ users and generates $5.91 bln ₽ in ad revenue. We break down the platform's tools for B2B marketing and working with thought leaders.
Scrunch tracks up to 9 AI engines and operates as a standalone layer on top of the SEO stack, while Semrush embeds AEO into its classic SEO suite. We break down when brands need a specialized tool versus an all-in-one platform.
YouTube in Russia in 2026: throttling, 22.4 million daily audience, FAS position on advertising, and VK Video growth. We break down what this means for brands and bloggers.
Comparing an in-house marketer versus an outsourced marketing agency: real costs, savings, when hiring makes sense, and when an agency is the better choice.
Which KPIs reveal a marketing agency's true effectiveness: ROMI, CAC, LTV, CTR, and end-to-end analytics. How to select 3-5 metrics aligned with your business goals.
How to choose a marketing agency: a six-step algorithm, key criteria—case studies with ROI, niche expertise, reporting—and red flags to watch out for.
How to choose an influencer agency for brand promotion: strategy, analytics, influencer fraud detection, payment terms, and red flags in negotiations.
Advertising market research: online services and retail media are growing faster than other digital advertising segments in Russia. We break down the numbers and forecast for 2026.
What an influencer agency does: from strategy and media buying to ad labeling. We break down when a brand benefits more from an agency versus direct deals.
Russian advertising market research: volume grew to 1.9 trillion rubles, digital outpaces other segments. We break down ACAR figures and the 2026 forecast.
Russia's influencer marketing market has reached 57 billion rubles. We analyze why growth is slowing down, where budgets are shifting, and what this means for brands in 2026.
How blogger advertising prices changed in 2026 on YouTube, Telegram and VK: real CPM figures and the distribution of advertising budgets.
Checklist for vetting an influencer before ad integration: follower dynamics, engagement rate, audience geography, and what agencies should look for.
RARA forecast: YouTube's share of influencer marketing budgets may drop to 12%, while Telegram and TikTok are set to grow. We analyze where brands should focus in 2026.
ERIR now cross-checks advertising data in real time in 2026, and document preparation timelines have been cut in half. We break down the new rules for blogger ad labeling.
92% of social media users trust blogger recommendations. How influencer marketing differs from display advertising and when each channel works best.
