What do you do when internet culture takes over your brand? If you’re Unilever Global CMO Leandro Barreto, you don’t try to control the narrative. You lean in. From "slugging" to bizarre internet hacks, Barreto embraced the organic chaos to build the Cannes Titanium Lion-winning “Vaseline Verified” campaign. In our latest newsletter, he shares why the modern marketing playbook requires shifting away from being an "architect" of culture and learning to be a great guest at the party. Key takeaways for marketing leaders: 🌎 𝐉𝐨𝐢𝐧 𝐞𝐱𝐢𝐬𝐭𝐢𝐧𝐠 𝐰𝐨𝐫𝐥𝐝𝐬: Stop trying to build communities from scratch. Find where your audience is already gathering and learn their language. 🚫 𝐇𝐚𝐯𝐞 𝐭𝐡𝐞 𝐝𝐢𝐬𝐜𝐢𝐩𝐥𝐢𝐧𝐞 𝐭𝐨 𝐬𝐚𝐲 𝐧𝐨: Protecting your brand consistency means passing on trends that don't align with your core values. 🤝 𝐄𝐦𝐛𝐫𝐚𝐜𝐞 𝐫𝐞𝐚𝐥 𝐡𝐮𝐦𝐚𝐧 𝐝𝐞𝐭𝐚𝐢𝐥𝐬: Don't shy away from unfiltered, taboo topics. True relevance lives where other brands are too terrified to touch. Read the full article and listen to the episode 👇 P.S.: Stay tuned to our channel for daily updates and on-the-ground, unfiltered highlights from Joshua Spanier at #CannesLions2026! #FrontierCMO #CMOInsights #MarketingLeadership
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Welcome to the era of the Brand Systems Architect 👷 Are your days consumed by bouncing from one creative approval meeting to the next? You might be caught in what Harvard Business School senior lecturer and digital pioneer David Edelman calls the "CMO factory problem." For decades, marketing leaders have been forced to act as the final gatekeepers of campaigns. But a fundamental shift is happening 👀 Forward-thinking brands are leveraging a new wave of AI tools to fuse an executive's taste, guardrails, and brand codes directly into their team's software tools from the very start. In our latest Frontier CMO edition, Joshua Spanier shares a few key lessons from his conversation with David on how we actually get there 👇 #FrontierCMO #CMOInsights #MarketingLeadership
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Walmart Connect audiences are launching in Google Display & Video 360. Through this collaboration, brands can combine YouTube’s scale with Walmart’s customer intelligence to reach high-intent shoppers when they are streaming video on YouTube. Hear from Courtney Rose and Ryan Mayward on what you can expect: ✅ Closed-loop measurement: Accurately measure how campaigns impact omnichannel sales at Walmart. ✅ Unified scale: Combines YouTube’s reach with Walmart Connect's omnichannel audiences built on real shopping behavior. ✅ Maximize performance: Tap into Walmart Connect’s audiences and measurement alongside the Gemini advantage to improve campaign performance and drive sales outcomes. Learn more: https://goo.gle/3S4c332
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Marketers, the data is clear: AI isn't just changing how we search, it’s completely expanding what is 𝐬𝐞𝐚𝐫𝐜𝐡𝐚𝐛𝐥𝐞 🚀 One year after AI Mode launched in the U.S., it has officially crossed 𝟏 𝐛𝐢𝐥𝐥𝐢𝐨𝐧 𝐦𝐨𝐧𝐭𝐡𝐥𝐲 𝐚𝐜𝐭𝐢𝐯𝐞 𝐮𝐬𝐞𝐫𝐬 𝐠𝐥𝐨𝐛𝐚𝐥𝐥𝐲 🌎✨ Here are 3 emergent trends you need to know: 🗣️𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐬𝐡𝐢𝐟𝐭𝐬: The average AI Mode search query is now 3X the length of a traditional keyword search. 📸 𝐁𝐞𝐲𝐨𝐧𝐝 𝐭𝐞𝐱𝐭: More than 1 in 6 queries are multimodal, with image inputs tracking as one of the fastest-growing types. 🔄 𝐃𝐞𝐞𝐩 𝐝𝐢𝐯𝐞𝐬: Follow-up queries are up over 40% month-over-month as users interactively refine their ideas. Discover the insights shaping the future of digital discovery in the full PDF👇
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Want to know the secret to diversifying across export markets profitably? 🌍 Eve Liu (International Growth Consultant, Google) and Mina Mi (Agency Development Manager, Google) highlight how China-based agency SparkX Marketing paired global expertise and Google AI to enable leading brands like WYBOT, Laifen, and Jackery to enter new markets and increase ROI. Read the full article here: https://goo.gle/4xgJwrh #ThinkWithGoogle #MarketDiversification #GlobalGrowth #ExportStrategy
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Are you actually a skilled marketer? 🤨 Data from a recent partnership between Mark Ritson and Ipsos reveals a brutal truth: 𝟕𝟎% 𝐨𝐟 𝐭𝐡𝐞 𝟏,𝟎𝟎𝟎 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐩𝐫𝐨𝐟𝐞𝐬𝐬𝐢𝐨𝐧𝐚𝐥𝐬 𝐭𝐞𝐬𝐭𝐞𝐝 𝐟𝐚𝐢𝐥𝐞𝐝 𝐚 𝐛𝐚𝐬𝐢𝐜 𝐞𝐱𝐚𝐦 𝐨𝐧 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐟𝐮𝐧𝐝𝐚𝐦𝐞𝐧𝐭𝐚𝐥𝐬, 𝐛𝐫𝐚𝐧𝐝 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲, 𝐚𝐧𝐝 𝐜𝐨𝐫𝐞 𝐦𝐞𝐝𝐢𝐚 𝐜𝐨𝐧𝐜𝐞𝐩𝐭𝐬. In our latest edition of Frontier CMO, Joshua Spanier sits down with Ritson to break down how frontier CMOs can couple the horsepower of AI machines with the strategic discipline of humans. The answer to your current marketing challenge doesn't live inside an LLM — it lives in the strategic reality of your next team meeting. Read the full article and watch the conversation👇 #FrontierCMO #CMOInsights #MarketingLeadership
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New stats just dropped! Cricket YouTube views went from 50B (mid-2024) to 190B in the 2026 season 🏏 For the play-by-play details, here’s the playbook 📎 goo.gle/WinFans #ThinkSports #SportsMarketing #YouTube #TheresOnlyOneYouTube #Marketing
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👋 Marketers, are you ready to apply the latest ads innovations to your campaigns? We’re moving past the buzzwords to deliver the knowledge you need to scale your business with confidence. From Asset Studio to new features in Demand Gen, the goal remains the same: connecting people with the businesses they need. Check out the latest updates from Google Marketing Live and learn how to use the best of AI, YouTube, and Search. ⬇️
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Are you mixing up agentic autonomy and automation? 🤖 In 60 seconds, Paul Remitz, the CEO of Omnicom Media Germany, shares his takes on: ✅ The danger of chasing efficiency instead of creating real value. ✅ Why AI will never solve for empathy and context. ✅ AI governance as the key to an agency's future. Watch his full take now 👇
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The magic isn't in the model — it's in the human imagination driving it ✨ At #GML2026, Joshua Spanier sat down with creative visionary Robert Wong and engineering lead Josh Woodward to explore a profound concept: the soul of AI. Here are 3️⃣ ways to lead with a "human-first" AI mindset: ✨ 𝐋𝐞𝐭 𝐩𝐞𝐨𝐩𝐥𝐞 𝐢𝐧𝐬𝐩𝐢𝐫𝐞 𝐭𝐡𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭: Evaluate AI tools that give your team the agility to explore ideas, not just outsource the thinking. 👏 𝐀𝐬𝐤 𝐟𝐨𝐫 𝐠𝐫𝐞𝐚𝐭 𝐰𝐨𝐫𝐤, 𝐩𝐞𝐫𝐢𝐨𝐝: The tool itself doesn't matter. We must demand work that connects emotionally; the technology used shouldn't be what we celebrate — the work itself should be. 🏌️♂️ 𝐋𝐨𝐰𝐞𝐫 𝐭𝐡𝐞 𝐬𝐭𝐚𝐤𝐞𝐬 𝐭𝐨 𝐭𝐚𝐤𝐞 𝐛𝐢𝐠𝐠𝐞𝐫 𝐬𝐰𝐢𝐧𝐠𝐬: High pressure suffocates breakthroughs. Create low-stakes "sandboxes" where teams can play with tools like "AI Breakfast Clubs" to foster creativity without the weight of KPIs. Read the full article for more insights on the creative frontier 👇 #FrontierCMO #CMOInsights #MarketingLeadership