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How Spirits Brands Are Moving Beyond Aspiration Selling to Gen Z
Spirits brands ditch lifestyle ads for cultural participation. Nude Vodka's music strategy shows how brands win Gen Z by building brand worlds, not sponsoring lifestyles.
Leighton Cosseboom
Founder of Mission Media. A marketing entrepreneur and veteran operator in Southeast Asia, leading corporate comms at Dunkin' Indonesia and PR & IR at DailyCo. Ex-CMO at ACV Capital, founder of C2 Media, and former Tech in Asia senior editor.
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YouTube's Podcast Strategy Reveals Where Brands Should Advertise
YouTube dominates the podcast market with 1 billion monthly users. New Premium features and platform competition reshape where CMOs should invest their podcast advertising budgets.
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71% of B2B Buyers Now Start Research With AI—Not Google
71% of B2B software buyers now start research with AI chatbots, not Google. Brands invisible to AI systems lose deals before shortlists form.
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Anthropic Cuts Claude Fast Mode Costs by Two-Thirds
Anthropic cuts fast mode costs by 67% with Opus 4.8. Dynamic workflows and improved alignment make frontier AI more accessible for marketing teams.
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CMOs Misallocate 20-40% of Budgets Without Real Competitive Intelligence
CMOs risk misallocating 20-40% of budgets without proper competitive intelligence. Learn why most CI programs fail to translate insights into better decisions.
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Why Publishers Are Finally Drawing a Line on AI Content
CNN filed a landmark copyright lawsuit against Perplexity for copying 17,000 articles. Publishers are finally drawing a line on AI content.
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47% of B2B Firms Cut Marketing Jobs via AI—Quietly
Nearly half of B2B SaaS companies have cut marketing roles due to AI. Wynter's report reveals the trend bypasses senior leaders while eliminating junior pathways, with lasting consequences for talent pipelines.
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Weber Shandwick Lands ROCKWOOL Global Brief as Industrial Brands Consolidate PR
Weber Shandwick lands a retained global brief for ROCKWOOL Group across EMEA and the US, signalling a major shift toward consolidated communications partnerships among industrial brands.
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Axios Targets 43 US Markets With OpenAI-Backed AI Local News
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The Specialist Skills Divide Reshaping Investor Relations
Investor relations firms are consolidating around deep expertise. Prosek and Corbin show how agencies now win deals by offering specialized handling of M&A, restructurings, and crises.
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Why Corporate Teams Are Building Creator Skills Into Professional Development
Bedford's $3,750/year program teaches content creation to corporate executives. With advisors from Google, Wharton, and YouTube creators, it signals how creator skills are becoming essential for professional credibility and enterprise communications.
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Why APAC Brands Are Rewiring Their Influencer Selection Process
APAC brands are abandoning the follower count game. New research from Real Chemistry and Bayer shows that cultural fit, authentic connection, and measurable ROI—not reach—are what actually drive influencer success. Healthcare brands are proving compliance can be a competitive advantage.