Ad Age Marketer's Brief

Coterie has surpassed $200 million in annual sales while taking a deliberately selective approach to growth. The baby care brand has expanded beyond its direct-to-consumer roots into retailers including Whole Foods Market and Wegmans, while treating store shelves as marketing opportunities—what Lindsey Kling calls a "giant billboard." Kling says 43% of Coterie's new customers now come through word of mouth. Kling, Coterie's senior VP of brand marketing, partnerships and business development and one of Ad Age's 2026 Mid Size Brand Leaders, joins the Marketer's Brief podcast to share lessons from Coterie's growth. She discusses why "more is not more" when expanding into new categories, how the brand balances measurable returns with longer-term brand building, and how Coterie is trying to preserve its agility after being acquired by Mammoth Brands. Dig deeper: Lindsey Kling leads DTC babycare brand Coterie's charge into retail Introducing the 2026 Ad Age Mid Size Brand Leaders Why CMOs need a system for continuous self-improvement—and how to build one Brands struggle with purchase consideration amid economic pressures

Most marketing leaders get involved after a product is built. SharkNinja Chief Brand and Experience Officer Michelle Crossan-Matos says her role exists because that's too late—she now oversees creative, marketing and customer experience under one roof, with her team co-creating alongside engineers and product teams from the earliest stages of development. The reasoning is growth, not just structure: Crossan-Matos says double-digit quarterly growth only comes from focusing on the full consumer experience, which is why one person now owns every touch point rather than splitting it across departments. Crossan-Matos also details the AI Jailbreak Hack Week that produced an internally built tool for predicting which product features will drive sales and five-star ratings—part of how her team stays involved upstream in product development, not just downstream in marketing it. Dig deeper ~How SharkNinja became a viral marketing machine—and what new hires from Ikea and Ulta Beauty signify ~How Claire's reorganized to meet Gen Alpha demand—starting with squishy hunting for viral NeeDohs ~Raja Rajamannar on why CMOs must become enterprise growth leaders ~The Ad Age CMO Survival Guide ~What CMOs should do in their first 100 days on the job

Saint James Tea Co-Founder and CEO Brad Neumann says a single packaging switch—from cardboard cartons to resealable aluminum bottles—nearly tripled the three-year-old, better-for-you iced tea brand's sales velocity overnight. The bigger signal: Saint James sits in less than 17% of possible retail doors, yet has ranked as the country's fastest-growing iced tea brand in every four-week SPINS reporting period for almost two years. Why the switch worked: it solved a consumer complaint (the old packaging didn't keep tea cold), and opened channels, including convenience stores, that the old packaging couldn't reach. The bigger philosophy: build the brand first and let distribution follow. "Our strategy from day one has always been: focus on the brand. Distribution and sales will come," Neumann says. He also details how Saint James uses Costco to drive volume in-store while boosting sales in other retail channels, discusses high-profile brand collaborations including "The White Lotus" and Juicy Couture, and explains how the brand's growing in-house marketing team is helping it compete against much larger companies. Dig deeper ~5 food and beverage marketing trends to watch in 2026 ~ Why the drinks people carry matter more to marketers now ~How this protein soda is marketing to everyday consumers in the GLP-1 era ~How Coca-Cola interns started Sprite + Tea, a new TikTok-friendly variety ~Honest Tea founder on what its shutdown means for purpose-based brands

Most marketing budgets are built to capture demand—people already searching—but Indeed CMO James Whitemore says that's leaving future demand on the table. He explains why Indeed is shifting spend beyond traditional demand capture toward passive and future job seekers, using culture, fandom and brand-building campaigns like "Jobs Need People" to do it. Whitemore also breaks down how Indeed balances that brand investment with performance marketing, including the blackout and holdout tests it runs to prove top-of-funnel spending actually improves lower-funnel results rather than just adding cost. He also discusses why he believes the current anxiety around AI and the labor market calls for a more empathetic approach to advertising—and what other marketers can learn from matching their tone to consumers' emotional state. Dig deeper ~Indeed turns workplace nightmares into punchlines in Tombras campaign ~How America's Hottest Brands are winning with feedback, fandom and smart collaborations ~Performance marketing vs. brand-building—how the best brands weave them together ~5 CMOs share their biggest AI fears—and how they fixed them ~Belonging is the new brand loyalty for financially squeezed consumers

An idea isn't a strategy. Kayak's marketing team gets plenty of raw material—search behavior, trending topics, notions floating around a meeting room—but treats none of it as ready for creative until research confirms it's real. That process turned a theory about group travel into "Bookboards": 84% of travelers have watched a group trip stall in the chat, and 90% blame one friend who won't commit. The travel brand's senior VP of global brand marketing Carolina Montenegro walks through how Kayak separates a real consumer pattern from a passing one, how the brand teases familiar behavior without punching down, and what that discipline looks like for marketers outside travel. Dig deeper: ~Kayak's 'Bookboards' let friends shame a holdout who won't commit to a trip ~Millennials get thrashed in Kayak's biting booking campaign ~How brands can separate passing fads from valuable consumer insights ~Circana's Cara Pratt on inventory versus insight, and why more data isn't the answer

As brands try to make their campaign dollars stretch farther, they're looking to culturally resonant marketing that creates engagement—comments, likes and shares—and results in sales gains. Calvin Klein's Spring 2026 campaign with actress Dakota Johnson is an example of how the clothing brand is using content to 'game the algorithm,' according to Jonathan Bottomley, global chief marketing officer of Calvin Klein and executive VP, group consumer and brand strategy at parent company PVH Corp. Not only did the provocative campaign attract 26 million views on Instagram, but it also helped create a single-digit increase in women's underwear sales and a double-digit increase in women's denim sales, Bottomley said, noting that 30% of Calvin Klein's audience is actively engaged on Instagram. By cultivating such engagement on social media, the brand is building a sense of virality, he said. On the podcast, Bottomley also discusses the role of community and product-led marketing, as well as how Calvin Klein is evolving its brand messaging to connect with Gen Z consumers. Dig deeper -https://adage.com/brand-marketing/aa-winners-losers-calvin-klein-jeopardy-seafood-city-rei-david-campbells/ -https://adage.com/events-awards/cannes-lions/aa-cmo-marketing-trends-budgeting-ai-measurement-agencies/

What does it take to be one of America's Hottest Brands? We comb through our annual list of 20 brands having a moment to discern marketing lessons applicable to brands of any type or size. Find out how NeeDoh and Pink are taking consumer listening to the next level and what Grillo's did to strike smart brand collabs. Ad Age's E.J. Schultz and Adrianne Pasquarelli also discuss other lessons, including how Dutch Bros taps into fan passions and what Nuuly did to break down operational silos. Plus, find out how Costco cracked the list, absent any really expensive advertising. America's Hottest Brands not only provides marketing lessons, the list speaks to the moment we are living in. Two sustainable fashion brands made the cut—Nuuly and Depop—and so did an AI brand—Claude, which is locked into a marketing battle with OpenAI that is the modern-day version of Coke versus Pepsi. Not that the Knicks need more love, but we could not keep them off the list, given how the team stole the sports marketing conversation for weeks this summer. Dig deeper: Lessons from America's Hottest Brands America's 20 Hottest Brands

Too often, brand sponsorships stop at awareness when they could offer consumers something more. Jonnie Cahill, chief marketing officer of PepsiCo International Foods, says the strongest partnerships give the brand a credible role and make the experience better for the people taking part. His filter is straightforward: Has the brand earned the right to show up, and what can it add to the moment? For Lay's and the FIFA World Cup, that meant building a WhatsApp watch-party community designed for 10 million people; signing up roughly a quarter of a million people a day, with two-to-three-minute dwell times per session. Cahill applies the same test to Doritos' Formula 1 push, built around a specific gap: F1 is the fastest-growing sport in the world, yet 99% of fans will never see a race live. Drawing on more than two decades in marketing, including 12 years at Heineken, Cahill also breaks down how to evolve iconic brands without diluting them and where AI is speeding up creative work without replacing it. Dig deeper ~How Coca-Cola is using AI and emotion in bid to win World Cup fans ~Why Unilever built a World Cup activation for influencers~AI Marketing Playbook: How marketers are really using AI ~Watch World Cup campaigns from brands

As marketers reach for AI to explain every new capability, it's easy to overstate its role. Helen Melluish, VP of marketing at Expedia-owned Vrbo, says the hyperlocal targeting behind this summer's travel campaigns runs on traditional data science and machine learning—not AI. Vrbo tracks booking trends by origin and destination market, then shifts local messaging and media spend within a matter of weeks, if not days, once a route or region shows momentum, no AI overlay required. For Melluish, that speed matters this summer: as gas prices push travelers toward drive-to destinations and away from early bookings, Vrbo's data lets the brand chase the shift in real time. AI still plays a role elsewhere at home-rental brand, scaling creative production and handling routine customer service, but it isn't what's driving this particular decision. Dig deeper ~How brands are approaching summer travel with high gas prices and inflation ~Expedia Group's CMO on AI ~AI Marketing Playbook: How marketers are really using AI ~How brands are investing in local marketing—and why it's so important

Shoppers don't remember what they bought—they remember the experience around it. Macy's Executive VP and Chief Marketing Officer Sharon Otterman explains how the retailer is shifting from one-off transactions to "retailtainment": in-store activations, engraving stations and immersive events tied to moments like prom, Father's Day and an upcoming 50th annual July 4th fireworks. She also breaks down how the team tests new activations in select stores before scaling fleet-wide, and the media mix modeling and attribution tools shaping where marketing budget goes. Dig deeper ~Macy's launches creative agency review ahead of 100th Thanksgiving Parade ~Macy's celebrates summer in its first campaign from new CMO and agency ~Opinion: How CMOs can prove their growth impact—the metrics that matter ~Inside Pacsun and LAFC's playbook for building a culturally relevant sports partnership