For years, the advertising industry has been obsessed with "purpose." It was the golden ticket for brands looking to connect with a younger, more conscious generation. 

But somewhere along the way, the message got muddied by empty promises and shiny PR campaigns that lacked real-world substance. According to Amy Williams, the founder and CEO of Good Loop, that version of purpose-led marketing is officially dead. 

In this episode of Campaign Chemistry, Amy joins us to chart the path forward. She shares her journey from a disillusioned ad creative to the founder of a B Corp that has raised millions for charity by reimagining the value exchange between brands and consumers. We dive into Good Loop’s groundbreaking partnership with IAS to tackle the industry’s carbon footprint, the reality of "greenwashing," and why she believes LinkedIn has become the most underrated tool for business growth.

The sound bite

"Purpose-led marketing is dead."

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For years, the retail playbook was simple: Cut the price, drive the sale. But in the age of AI, the playbook is changing every day.

And while Black Friday and Cyber Monday (BFCM) are still the biggest shopping days of the year, the strategies driving them are shifting beneath retailers' feet as brands try to keep up with the rapidly evolving consumer habits fueled by technological advancements.

In this episode, we sit down with Jamie Domenici, CMO of Klaviyo, a marketing platform for e-commerce businesses, to dive into the evolving consumer psyche, explaining how customers are moving beyond just chasing discounts. She details the immediate, massive impact of agentic AI on consumer habits, forcing brands to be quicker, smarter and more adaptable than ever before. Domenici outlines how businesses must shift their focus from single-transaction sales to building deep, lasting customer relationships through personalization tactics and make an effort to gain a deep understanding of what truly drives purchase decisions in the new era of retail.

The key takeaways

1. AI is transforming the shopping experience, making it more personalized and efficient.
2. Consumers are spending earlier this holiday season, indicating a shift in shopping habits.
3. Based on consumer behavior, brands are moving away from deep discounts and focusing on building customer loyalty.
4. Brands must capture every interaction with customers to enhance their shopping experience.
5. The pandemic significantly accelerated the shift toward digital shopping and consumer engagement.
6. Creative marketing and brand identity remain crucial in a world increasingly driven by AI.
7. Consumers are spending more time on product views, demonstrating a focus on purchase consideration before the final transaction.
8. The future of retail will be shaped by how well brands adapt to AI and consumer expectations.

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This week, we revisit our conversation with Asha Shivaji, the CEO of SeeMe Index, a platform that uses AI to score brands’ purposes, ads and products on identity and inclusivity. SeeMe Index’s COO and cofounder, Jason Klein, recently spoke at Haymarket’s AI Deciphered panel on AI, ethics and marketing.
 

Shivaji shares her journey from digital marketing to founding a company focused on inclusive marketing. She discusses the importance of measuring inclusivity in brands, the role of AI in uncovering insights and the evolving conversations around diversity in the beauty industry, an observation she noted during her time working in the beauty space. Shivaji reflects on the lessons learned throughout her entrepreneurial journey, all the way from taking the leap to what she wished she knew when she first began her career. 

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Few things unite the world like sport. Global sporting events like the Super Bowl, FIFA World Cup and Olympic & Paralympic Games represent high-stakes marketing battlegrounds where brands not only compete for relevance, trust and eyeballs, but for ways to drive tangible business impact. In today’s complex operating environment, a modern approach is required that puts communications at the center to drive positive storytelling that excites and unites stakeholders while also protecting reputation.

J.J. Carter is President and CEO of FleishmanHillard and a trusted advisor to brands in their biggest moments and on the largest global stages. J.J. will join us to discuss what communications at the core of sports sponsorships means and the evolving role that comms is playing in helping brands multiply ROI for their global investments and moments under the brightest lights. 

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Is the agency world in trouble?

Despite the current landscape of layoffs, restructuring and acquisitions, agencies are still consistently producing a stunning 20% return on equity. It’s a number that explains why private equity firms are continuing to invest in agencies, but also fueling a tension between making money and making bold moves.

On this episode of Campaign Chemistry, Brian Wieser, CEO and principal of Madison and Wall, and Olivia Morley, founder of Fusion Front Media, join to discuss the current state of agency business affairs and what the industry can expect in 2026. The group debates the future of independent agencies in the age of PE funding, dissect the right way to invest in AI and talent and challenge the idea that creativity is more than a means to an end.

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Josh Earnest knows a thing or two about navigating turbulence.

Earnest spent years behind the podium at The White House, shaping the national conversation as former President Obama's press secretary. Today, he is EVP of communications and advertising at United Airlines and has played a critical role in reshaping the airline's communication strategies to engage with customers effectively. Earnest shares how his political background has shaped his approach to crisis management, particularly during the pandemic, the importance of differentiation in advertising and the need for a customer-centric approach in the airline industry, especially in times of crisis such as the current government shutdown.

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AI Deciphered is back for a second year!

On Thursday, November 13, three Haymarket Media publications – PRWeek, Campaign and MM+M – will reunite for a daylong conference focused on the ongoing AI revolution.

Attendees will get to hear from leaders across a variety of industries and sectors about how AI is impacting their work and what the future holds for these innovations.

The opening keynote will feature the chief data scientist at The New York Times and the closing keynote speaker will be the global head of generative AI at The Coca-Cola Company.

To preview the second annual AI Deciphered conference are the three editorial leads from Haymarket Media: PRWeek editorial director Steve Barrett, Campaign editor-in-chief Luz Corona and MM+M editor-in-chief Jameson Fleming.

Register here for tickets to the 2025 AI Deciphered conference.

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Every great brand story begins with trust — and a customer who feels seen. 

In this episode of Campaign Chemistry, Christina Garnett, marketing strategist and author of Transforming Customer-Brand Relationships, joins editor Luz Corona to explore what truly drives loyalty in today’s world of constant noise and performance metrics.

The conversation breaks down the psychology of emotional connection, how game theory reveals surprising insights into customer behavior (think Prisoner’s Dilemma) and why brands such as Chewy are rewriting the playbook on empathy and service. They also unpack modern-day brand scenarios, such as whether American Eagle’s Sydney Sweeney Has Great Jeans campaign was intentionally executed by the brand to achieve the cultural backlash it received.

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This week we revisit a conversation from last June with Adeela Johnson, CEO and co-founder of travel gear brand Béis, who shared her journey from being a mom of three to leading the successful D2C brand she co-founded with actress and entrepreneur Shay Mitchell. Johnson discussed the importance of consumer-centric design, the importance of relatability in influencer marketing and what the Béis team learned from its early beginnings that helped the brand come out on top in a post-pandemic economy. Johnson also emphasized the significance of community engagement and experiential marketing in building brand loyalty, such as the "Béis Wash" pop up event and teased future Béis plans and innovation.

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Alyson Griffin’s journey from Silicon Valley to State Farm has been an award-winning one for a reason: Since joining the brand nearly five years ago, she and her team have breathed new life into the 103-year old brand’s marketing, partnering with up-and-coming sports and creator talent, gamifying insurance to engage future consumers and capitalizing on opportunities using its own and established IP to remain part of cultural conversations.

In this conversation, State Farm’s head of marketing discusses her transition from the tech industry to the insurance sector, highlighting the unique challenges of marketing in a low-interest category. She emphasizes the importance of clever strategies and innovative campaigns, including celebrity collaborations, to engage customers and break through the competitive landscape. The discussion also covers the significance of brand assets such as jingles and the strategic pivot from a Super Bowl campaign to March Madness. 

Griffin talks about State Farm’s innovative strategies to connect with younger consumers, particularly through gaming and cultural collaborations. She highlights the importance of building future demand and brand awareness, especially for younger audiences who may not yet consider insurance. The discussion also covers the success of the Gamerhood initiative, partnerships with Apple TV and the cultural impact of Jake from State Farm. In addition, Griffin emphasizes the calculated risks taken in marketing and the company's commitment to community engagement through initiatives such as the Red Nets Initiative in basketball.  

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