Campaign Chemistry

In this conversation, E.l.f. Beauty’s Chief Brand Officer, Laurie Lam, gives us a glimpse into the foundation behind the foundation-maker, taking us through some of the innovative marketing strategies and campaigns that have defined the disruptive beauty brand's success and fueled its growth to a nearly $2 billion a year business. Lam shares insights into the company’s unconventional history, its...

In a world that feels increasingly messy and contradictory, how do brands find a clear path forward? This week, we sit down with Marie Stafford and Emma Chiu, global directors at VML Intelligence, to explore the findings of their annual Future 100 report. The conversation dives deep into the cultural phenomenon of "dysoptimism," a state where consumers are bracing for a dystopian future while simu...

Abstract : In this episode, we explore how PayPal Ads is transforming CTV from a black box into a revenue-driving channel by tying ad exposure directly to verified purchases. With its new Curated Ads offering and PayPal Ads ID solution, PayPal introduces financial-grade data and deterministic identity, giving marketers and CFOs something they have long lacked: clear, cross-platform proof of real b...

On this weeks edition of Campaign Chemistry Rewind, we revisit an episode featuring NBCU's Karen Kovacs, which originally aired in April 2025. With the Super Bowl and Winter Olympics on the horizon, NBCUniversal is preparing for one of its biggest upfront seasons yet. In this episode, Luz Corona sits down with Karen Kovacs to unpack NBCU’s multi-platform strategy — from the cultural dominance of B...

In an era when we are more connected yet more distracted than ever, the greatest luxury isn’t just a five-star suite — it’s quality time. This week on Campaign Chemistry, we sit down with Anna Tomicevic, VP of global brands for Hyatt’s Inclusive Collection. With a career spanning from Marriott to overseeing 11 distinct brands at Hyatt, Tomicevic has a front-row seat to the shifting tides of the tr...

If you are a brand experiencing massive growth, your first instinct might be to just keep doing exactly what you’ve been doing.  Luckily for Thorne consumers, Mary Beech, the brand’s chief growth officer, and Ivan Kayser, the CEO of Redscout, refuse to do anything but. In this episode, we’re taking a fly-on-the-wall look at how Beech, Kayser and their teams worked together to define Thorn’'s brand...

In this day and age, the comments section on social media can range from community to chaos. On Reddit, all comments are welcome … as long as they adhere to the platform’s community guidelines.  Brands, however, are held to higher standards. In this episode of Campaign Chemistry, Kris Kennedy, creative strategy manager at Reddit’s in-house creative agency KarmaLab, discusses the importance of comm...

In an industry where every brand is racing for a piece of the lifestyle pie, Brooks Running has stayed remarkably obsessed with one thing: the run. But as the running community undergoes a massive cultural shift—moving from solitary miles to a booming, community-driven movement—the brand is finding itself in a new position of influence. In this episode, Mike Peck, Vice President of Creative at Bro...

The 2026 Agency of the Year Awards was a night of high fashion, hard-won trophies and heartfelt reflections on what it means to lead in today's advertising and marketing landscape. In this special episode, we’re coming to you live from the celebration, capturing the raw energy of the industry's biggest night. We dive into the deeper, personal side of the business, discussing the "small town" feel...

Soccer in America is no longer just "the sport of the future" — it is the business of the present. With the 2026 FIFA World Cup on the horizon, the landscape of fandom, brand partnerships and consumer behavior is shifting beneath our feet. In this special episode, recorded live at our annual Campaign Convene conference that took place on February 25, 2026, we step inside "The Business of Sports" f...

What happens when a Puerto Rican superhero steps off the page and into the heart of a social movement?  For Edgardo Miranda-Rodriguez, creating La Borinqueña wasn't just about drawing capes and powers; it was about addressing a profound void in the stories we tell. As a graphic novelist and advocate, Miranda-Rodriguez has woven the real-world struggles, culture and resilience of Puerto Rico into a...

In an industry often obsessed with the next quarterly report, Rethink has built a legacy by focusing on “good, not growth.” This week, Campaign sits down with Rethink global chief strategy officer and partner Sean McDonald for a dive into an agency culture that prioritizes independence and a fierce commitment to creative excellence. From the iconic It Has to be Heinz campaign to the genius of the...

Who are the newest marketers changing the game and what do they have to say about the industry? Last week, Campaign celebrated its first Spark Awards , an initiative to spotlight emerging marketers with under five years of experience who demonstrate creativity, agility and new perspectives. From scripting segments of NBC’s Saturday Night Live 50th Anniversary Special to writing and art-directing N...

This week, we revisit a conversation from last August when we first sat down with Justin Thomas-Copeland, who was in his first 100 days as the new CEO of the 4As. We get to catch up with Thomas-Copeland again at our annual Convene conference on February 25th in NYC for the highly anticipated session, State of the Nation. In this conversation, the new CEO discusses his transition into leadership an...

The countdown is on.  With only two weeks to go until Campaign Convene, marketers are getting their passes ready for Campaign’s one-day conference in New York City. In this episode, editor Luz Corona sits down with Campaign data journalist Cecilia Garzella to peel back the curtain on the programming and themes defining this year’s gathering for marketing and advertising professionals. They dive in...

In an industry often obsessed with the "new," Arnold stands as a titan with an 80-year legacy. However, staying relevant for nearly a century requires more than just history; it requires strong commitment in maintaining relationships and building trust with clients. In this episode, Arnold CEO George Sargent joins host Emma Thumann to pull back the curtain on how the agency fosters a culture where...

Liquid I.V. wants you to “take a look at your pee” this Super Bowl and beyond. The powdered hydration brand appeared last night on America’s “biggest stage,” a la singing toilets, to encourage viewers to pay attention to the major signs of dehydration, particularly during bathroom breaks. On this episode of Campaign Chemistry, Liquid I.V. CMO Stacey Andrade-Wells joins immediately after the Big Ga...

On February 8, “the world will dance” to Bad Bunny’s Super Bowl halftime show. But for the Hispanic and Latino community, the sight of a global superstar — with a Spanish-only album currently dominating the charts and, most recently, the Grammy Awards — performing on America's “biggest stage ” holds a different meaning against the backdrop of a volatile anti-immigrant climate. In this episode, hos...

In an era where consumer attention is more fractured than ever, the traditional "ad" is no longer the cure-all for a brand's woes.  This week, BBDO Worldwide's Nancy Reyes, global president and CEO, and Chris Beresford-Hill, global chief creative officer, join Campaign Chemistry to pull back the curtain on the agency's next chapter. Following a whirlwind of acquisitions and industry shifts, the le...

What does it take to lead one of the most prestigious award brands in the creative world? For CEO Nicole Purcell, it’s based on humility and hospitality. Purcell joined Prometheus Global Media 15 years ago to lead the annual event and has since transformed the Clios into a multi-industry powerhouse spanning sports, music, health and entertainment along with creating rich content that highlights to...

We often talk about creators as artists or entertainers, but the reality in 2026 is much simpler: Creators are small business owners.  In this episode, Tim Sovay, chief partnerships officer at global influencer marketing platform CreatorIQ, breaks down the monumental shift from simple influencer posts to complex creator commerce. The conversation explores why micro-influencers are seeing a resurge...

When it comes to the world of outdoor apparel, the marketing landscape can often feel like a "sea of sameness" — with endless shots of conquering mountain peaks and intense, solitary struggles against the elements. But for Columbia Sportswear, the outdoors isn't just about survival; it's about enduring conditions that'll warm your heart to great experiences while keeping bodies warm (or cool) in t...

As the curtain closes on 2025, the marketing and advertising landscape looks fundamentally different from what it did 12 months ago.  It was a year where “impossible” comebacks became reality — led by the butter-soaked resurgence of Red Lobster — and where the “creative agency of record” model was tested by bold new partnerships such as JCPenney and Mischief. In this special year-end wrap-up, the...

Home. It’s a simple word, but it holds a lot: safety, stability, a foundation for the future.  Habitat for Humanity has spent nearly 50 years building homes and communities across the globe, impacting millions of lives. Despite its history and extensive reach, the organization is focused on ensuring its message remains clear, accessible, and inspiring to new audiences. This effort is critical as H...

Pinterest’s VP of global creative explains why trend fatigue is real, the mainstream is fading and what brands need to understand about how people are discovering — and reshaping — culture today. The era of one-size-fits-all trends is over. What’s replacing it is more personal, more emotional and far less interested in mass appeal. As Xanthe Wells, Pinterest’s VP of global creative, explains, toda...