Campaign Chemistry

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, today’s audiences aren’t chasing what’s popular — they’re curating what actually resonates.In this episode of Campaign Chemistry, Wells joins us to discuss Pinterest Predicts 2026, the platform’s annual report forecasting what’s coming next based on insights from more than 600 million monthly users. We explore why nonconformity, emotional comfort and grounded optimism are shaping the next wave of culture — and what trends such as Glitchy Glam, Cabbage Crush and Laced Up reveal about how people are using inspiration as a form of self-preservation rather than self-promotion.The conversation also digs into what this shift means for advertisers. With trends moving faster but lasting longer, Wells shares how brands can use predictive insights not to chase hype, but to show up earlier and more authentically — meeting audiences with intention instead of manufactured FOMO. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.  What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

For years, the advertising industry has been obsessed with "purpose." It was the golden ticket for brands looking to connect with a younger, more conscious generation. But somewhere along the way, the message got muddied by empty promises and shiny PR campaigns that lacked real-world substance. According to Amy Williams, the founder and CEO of Good Loop, that version of purpose-led marketing is officially dead. In this episode of Campaign Chemistry, Amy joins us to chart the path forward. She shares her journey from a disillusioned ad creative to the founder of a B Corp that has raised millions for charity by reimagining the value exchange between brands and consumers. We dive into Good Loop’s groundbreaking partnership with IAS to tackle the industry’s carbon footprint, the reality of "greenwashing," and why she believes LinkedIn has become the most underrated tool for business growth. The sound bite"Purpose-led marketing is dead." campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.  What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

For years, the retail playbook was simple: Cut the price, drive the sale. But in the age of AI, the playbook is changing every day.And while Black Friday and Cyber Monday (BFCM) are still the biggest shopping days of the year, the strategies driving them are shifting beneath retailers' feet as brands try to keep up with the rapidly evolving consumer habits fueled by technological advancements.In this episode, we sit down with Jamie Domenici, CMO of Klaviyo, a marketing platform for e-commerce businesses, to dive into the evolving consumer psyche, explaining how customers are moving beyond just chasing discounts. She details the immediate, massive impact of agentic AI on consumer habits, forcing brands to be quicker, smarter and more adaptable than ever before. Domenici outlines how businesses must shift their focus from single-transaction sales to building deep, lasting customer relationships through personalization tactics and make an effort to gain a deep understanding of what truly drives purchase decisions in the new era of retail.The key takeawaysAI is transforming the shopping experience, making it more personalized and efficient.Consumers are spending earlier this holiday season, indicating a shift in shopping habits.Based on consumer behavior, brands are moving away from deep discounts and focusing on building customer loyalty.Brands must capture every interaction with customers to enhance their shopping experience.The pandemic significantly accelerated the shift toward digital shopping and consumer engagement.Creative marketing and brand identity remain crucial in a world increasingly driven by AI.Consumers are spending more time on product views, demonstrating a focus on purchase consideration before the final transaction.The future of retail will be shaped by how well brands adapt to AI and consumer expectations. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.  What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This week, we revisit our conversation with Asha Shivaji, the CEO of SeeMe Index, a platform that uses AI to score brands’ purposes, ads and products on identity and inclusivity. SeeMe Index’s COO and cofounder, Jason Klein, recently spoke at Haymarket’s AI Deciphered panel on AI, ethics and marketing. Shivaji shares her journey from digital marketing to founding a company focused on inclusive marketing. She discusses the importance of measuring inclusivity in brands, the role of AI in uncovering insights and the evolving conversations around diversity in the beauty industry, an observation she noted during her time working in the beauty space. Shivaji reflects on the lessons learned throughout her entrepreneurial journey, all the way from taking the leap to what she wished she knew when she first began her career.  campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.  What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Few things unite the world like sport. Global sporting events like the Super Bowl, FIFA World Cup and Olympic & Paralympic Games represent high-stakes marketing battlegrounds where brands not only compete for relevance, trust and eyeballs, but for ways to drive tangible business impact. In today’s complex operating environment, a modern approach is required that puts communications at the center to drive positive storytelling that excites and unites stakeholders while also protecting reputation.J.J. Carter is President and CEO of FleishmanHillard and a trusted advisor to brands in their biggest moments and on the largest global stages. J.J. will join us to discuss what communications at the core of sports sponsorships means and the evolving role that comms is playing in helping brands multiply ROI for their global investments and moments under the brightest lights.  campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.  What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Is the agency world in trouble?Despite the current landscape of layoffs, restructuring and acquisitions, agencies are still consistently producing a stunning 20% return on equity. It’s a number that explains why private equity firms are continuing to invest in agencies, but also fueling a tension between making money and making bold moves.On this episode of Campaign Chemistry, Brian Wieser, CEO and principal of Madison and Wall, and Olivia Morley, founder of Fusion Front Media, join to discuss the current state of agency business affairs and what the industry can expect in 2026. The group debates the future of independent agencies in the age of PE funding, dissect the right way to invest in AI and talent and challenge the idea that creativity is more than a means to an end. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.  What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Josh Earnest knows a thing or two about navigating turbulence.Earnest spent years behind the podium at The White House, shaping the national conversation as former President Obama's press secretary. Today, he is EVP of communications and advertising at United Airlines and has played a critical role in reshaping the airline's communication strategies to engage with customers effectively. Earnest shares how his political background has shaped his approach to crisis management, particularly during the pandemic, the importance of differentiation in advertising and the need for a customer-centric approach in the airline industry, especially in times of crisis such as the current government shutdown. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.  What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

AI Deciphered is back for a second year!On Thursday, November 13, three Haymarket Media publications – PRWeek, Campaign and MM+M – will reunite for a daylong conference focused on the ongoing AI revolution.Attendees will get to hear from leaders across a variety of industries and sectors about how AI is impacting their work and what the future holds for these innovations.The opening keynote will feature the chief data scientist at The New York Times and the closing keynote speaker will be the global head of generative AI at The Coca-Cola Company.To preview the second annual AI Deciphered conference are the three editorial leads from Haymarket Media: PRWeek editorial director Steve Barrett, Campaign editor-in-chief Luz Corona and MM+M editor-in-chief Jameson Fleming.Register here for tickets to the 2025 AI Deciphered conference. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.  What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Every great brand story begins with trust — and a customer who feels seen. In this episode of Campaign Chemistry, Christina Garnett, marketing strategist and author of Transforming Customer-Brand Relationships, joins editor Luz Corona to explore what truly drives loyalty in today’s world of constant noise and performance metrics.The conversation breaks down the psychology of emotional connection, how game theory reveals surprising insights into customer behavior (think Prisoner’s Dilemma) and why brands such as Chewy are rewriting the playbook on empathy and service. They also unpack modern-day brand scenarios, such as whether American Eagle’s Sydney Sweeney Has Great Jeans campaign was intentionally executed by the brand to achieve the cultural backlash it received. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.  What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This week we revisit a conversation from last June with Adeela Johnson, CEO and co-founder of travel gear brand Béis, who shared her journey from being a mom of three to leading the successful D2C brand she co-founded with actress and entrepreneur Shay Mitchell. Johnson discussed the importance of consumer-centric design, the importance of relatability in influencer marketing and what the Béis team learned from its early beginnings that helped the brand come out on top in a post-pandemic economy. Johnson also emphasized the significance of community engagement and experiential marketing in building brand loyalty, such as the "Béis Wash" pop up event and teased future Béis plans and innovation. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.  What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.