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Limited merch drops are basically their own fandom language now: scarce, story-driven, and designed to feel like you own a tiny piece of the world on screen. When a film carries the Christopher Nolan aura, that collector instinct gets even louder, especially with an IMAX-first production that’s already being framed as a technical milestone. In…

Kraft Heinz is adding $100 million to its turnaround plan, with most of the incremental investment concentrated on marketing as it targets at least 6% of net sales for marketing in 2026. The company framed the shift as both a spend increase and a discipline change: fewer, higher-impact media partnerships, tighter measurement of direct sales…

There’s a specific kind of energy that hits when a fandom crossover feels like it was built for screenshots. Fortnite has trained players to look for those moments: the instant your locker becomes a mood board, and your squad is suddenly roleplaying without trying. Epic Games is leaning into that collectible culture with a new…

Limited drops hit differently when they feel like a city-specific flex, not a generic menu add-on. For fans of heat (and anyone who treats new sauces like collectibles), this kind of collab is about taste, status, and the small thrill of trying something you cannot get anywhere else. Shake Shack is leaning into that energy…

Big film releases do not just live in theaters anymore. They spill into streetwear group chats, sneaker rumor accounts, and the kind of collector culture where “limited for one week” is basically a siren. Cactus Jack is leaning into that behaviour with a collaboration tied to Christopher Nolan’s The Odyssey and IMAX. Details were shared…

An influencer campaign report should do more than prove that posts went live and collected engagement. It should tell leadership what the campaign changed, which creator and content choices caused that movement, how confident the team is in the data, and what decision should follow. That standard matters even more in B2B, where creator content…

Nielsen has agreed to acquire DoubleVerify in an all-cash deal valued at about US$2.15 billion, bringing audience measurement and digital ad verification under one ownership structure. The transaction would give Nielsen a broader role in how advertisers judge media, not only by who an ad reaches but also by whether the impression appears in a…

Christopher Nolan fans have a specific relationship with time. It is not just a theme in his films, it is the thing you end up thinking about after the credits roll, then debating online later when you try to explain the plot to a friend. That’s why Hamilton using Nolan’s latest film, The Odyssey, to…

Snapchat has published new guidance on how brands can use humor to connect with younger audiences, positioning comedy less as a “tone” and more as a social behavior marketers need to understand. The details were outlined in the company’s Snapchat for Business post. The research was conducted with Omnicom Advertising, surveying more than 6,000 social…

Sneaker culture has always been bigger than performance. It’s music videos and movie scenes, “first pair” memories, and the feeling of finally finding the exact colorway you’ve been hunting for. It’s also a retail ritual: walking into a store, scanning the wall, and trusting someone who actually knows what’s heat and what’s history. In that…