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Burn Boot Camp has named Marshmello as an equity partner, franchise partner, and executive partner for creative and music as part of a long-term collaboration. The company outlined the partnership in an official announcement, positioning music as a core lever in its in-gym experience and programming. Table of contents Jump to each section: What Burn…

Most brands running gifting programs are shipping skincare sets and activewear to lifestyle creators. B2B marketers have largely stayed on the sidelines, assuming the tactic belongs to consumer brands. That assumption is costing them. Gifting, adapted for the B2B context, is one of the most cost-efficient ways to seed genuine creator relationships before a dollar…

Yes& has acquired Modo Modo, adding a B2B-focused agency known for work in healthcare, fintech, manufacturing, energy, and technology. The deal extends Yes&’s B2B branding, strategic marketing, sales enablement, and omnichannel media capabilities, while deepening its operating presence in Atlanta. The acquisition is Yes&’s third B2B-focused move in roughly 18 months, following Beacon Digital Marketing…

As AI becomes a primary research tool for consumers, new survey data from Skyword suggests brands are facing an emerging credibility challenge. When AI-generated information conflicts with a brand’s own messaging, consumers are increasingly unwilling to accept either source at face value. The survey of 1,000 U.S. consumers found that only 29% trust the brand…

24/7 FITNESS has introduced a new brand proposition, “Ready for challenge,” and named local artist Tyson Yoshi as its latest brand ambassador in Hong Kong. The company framed the update as an evolution of how it wants to be perceived in-market, tying the message to its member community and to how it has built its…

OpenAI is using Cannes Lions to position ChatGPT ads as a new way for brands to reach consumers when they are researching and comparing options, not just browsing or searching. The company is framing this as a shift from an “attention economy” toward an “intelligence economy” where conversations carry more context than keywords. ChatGPT ads…

Snap is pushing advertisers toward more automated campaign setup and optimization with a set of new AI-driven ad tools. The updates include a chat assistant designed to guide campaign tasks and an MCP server intended to support tool integrations. The move signals Snap’s continued investment in AI-assisted buying and creation workflows, especially as platforms try…

Marketing accountability is no longer a quarterly reporting conversation. It is being built directly into agency models, event platforms, commerce media networks, and AI-assisted buying systems. That should be good news for senior marketers. Finance teams want clearer links between spend and outcomes. Operators want faster feedback. Agencies and vendors want commercial models that look…

MG Motor Australia has launched a new national campaign aimed at tightening the link between “EV” and the MG brand in a market where more automakers are competing for mainstream consideration. The work was created by Elevencom and runs across TV, outdoor, cinema, radio, and digital. MG has outlined the campaign details in an official…

The National Basketball Players Association has launched Plyrs Untd, a consumer-facing commercial brand designed to manage name, image and likeness (NIL) rights for NBA players and structure player-led brand partnerships. Positioned as a replacement for the NBPA’s previous business-to-business arm Think450, Plyrs Untd is set up to combine licensing, content, merchandise, experiences, and collaborations under…