Market research, campaign cases and practical promotion mechanics — with verified data and clear takeaways for brands.
Current events, research, cases and practical mechanics — without press-release rewrites or unnecessary theory.
StarKist appointed Tombras as its agency to turn its 65-year-old mascot into viral content. We explore why mascots are back in trend and what it means for Russian brands.
Open insightSponsorship rights for the FIFA World Cup represent $965M in annual revenue for FIFA. We break down partner protection mechanisms, ambush marketing tactics, and key lessons for brands.
Open insightOn October 20th, Demis Group will host a conference on marketing through cultural code. The agenda features a presentation on cutting lead costs in half using nano-influencers, plus brand case studies.
Open insightPublishers and e-commerce brands have started using LLM-honeypotting — a technique that lures AI crawlers into useless content labyrinths, driving up their costs and degrading data quality.
Open insightMajor events like the FIFA World Cup are becoming more than just part of a campaign—they are the campaign itself. To participate effectively, brands need the infrastructure to make quick decisions.
Open insightYouTube is testing an updated Studio interface with a focus on analytics while tightening requirements for AI-generated content. Here's how this will impact your blogger advertising campaigns.
Open insightTikTok is launching a pilot managed services program in the US, taking on marketing, influencer recruitment, and content creation for sellers. Participation costs $10,000 plus a 10–20% commission on sales.
Open insight74% of media and digital professionals have started optimizing content for neural networks, not just search engines. We break down how content creation approaches are shifting and why expertise is becoming more valuable than popularity.
Open insightAn analysis of ~1,000 ad campaigns revealed that brands spending maximum budgets from the start are more likely to waste funds and lose stakeholder trust. We break down why a phased launch approach outperforms aggressive budgets.
Open insightSkechers has assigned media buying across 31 countries to joint venture Horizon Global. The brand is betting on the AI-powered BluConverged platform to drive omnichannel campaigns and accelerate growth in international markets.
Open insightLight industry associations are urging to shorten the grace period for trademark verification on marketplaces — until March 2027, sellers can list any brand in product cards without proof of rights.
Open insightCrop Media shares its rebranding journey: from uncovering target audience insights to launching a new brand identity. We break down the process, mistakes, and key stages.
Open insightA psychologist with 25 years of experience in adolescent psychology challenges the theory that social media is harmful. A study of 85% of Australian teenagers revealed that bans are ineffective.
Open insightThe UK regulator Ofcom is investigating TikTok's operations: age verification algorithms fail to identify a significant share of underage users. We break down the consequences for brands.
Open insightBritish brand Wild revealed the economics of influencer marketing: nearly £10 mln annual budget, a dedicated team of 20+ specialists, and celebrity contracts valued in seven figures.
Open insightAccording to McKinsey, 50% of consumers use AI search, and 70% turn to AI for information retrieval. We explore AEO tools that help brands track mentions across ChatGPT, Perplexity, and Google AI Overviews.
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