Campaign Chemistry

In an industry often obsessed with the "new," Arnold stands as a titan with an 80-year legacy. However, staying relevant for nearly a century requires more than just history; it requires strong commitment in maintaining relationships and building trust with clients.

In this episode, Arnold CEO George Sargent joins host Emma Thumann to pull back the curtain on how the agency fosters a culture where it’s "safe to be brave." From the recovery of the post-pandemic landscape to balancing the integration of AI without losing the human spark, George explores why curiosity remains the most valuable asset for any marketer. We dive into the resurgence of humor in advertising, the necessity of in-person chemistry for building trust and why the most successful creative solutions are born from deep, long-term partnerships. Whether you’re a seasoned leader or emerging talent, George’s insights on leadership and adaptability offer a masterclass in navigating the shifting tides of modern marketing.

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Liquid I.V. wants you to “take a look at your pee” this Super Bowl and beyond.

The powdered hydration brand appeared last night on America’s “biggest stage,” a la singing toilets, to encourage viewers to pay attention to the major signs of dehydration, particularly during bathroom breaks.

On this episode of Campaign Chemistry, Liquid I.V. CMO Stacey Andrade-Wells joins immediately after the Big Game to give us a behind-the-scenes look at the brand’s journey to its big Super Bowl debut. 

The sound bite

"Could I have imagined that I would be putting singing toilets on the Super Bowl? No, certainly not.”

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On February 8, “the world will dance” to Bad Bunny’s Super Bowl halftime show. But for the Hispanic and Latino community, the sight of a global superstar — with a Spanish-only album currently dominating the charts and, most recently, the Grammy Awards — performing on America's “biggest stage” holds a different meaning against the backdrop of a volatile anti-immigrant climate.

In this episode, host Luz Corona sits down with Orcí CEO Marina Filippelli and EchoCultura Consulting founder Michael León-Rivera to discuss the cultural weight of Bad Bunny’s performance at the Super Bowl and his recent Grammy wins, framing him as a symbol of the “contradictions in Puerto Rican identity.” The group also digs into a ThinkNow study regarding the impact of immigration raids on Hispanic consumer behavior as the sobering data demonstrates the decline of “The American Dream” and how it has led to shifts in shopping habits, including a decrease in in-store visits due to fear and community tension.

Lastly, the group provides insight into how they are staying grounded as Hispanic leaders while navigating a polarizing news cycle.

The sound bite

“The consumers are much more complicated than we make them. We want them to fit within our psychographics, but we need to remember that many Hispanics live in mixed-status households." 

The key takeaways

1. While anyone can buy media reach, real brand love and loyalty are built through actions, respect and a deep understanding of what the consumer is facing.
2. Turning away from multicultural consumers because the conversation feels “too complicated” is dangerous. Inaction allows competitors to capture the loyalty of rising generations such as Gen Z.
3. Brands should focus on making progress rather than achieving “perfection.” Moving forward with small, honest actions aligned with core values is more effective than remaining frozen in fear.
4. Recent data shows a sharp decline in patriotism and optimism among U.S. Hispanics. Marketers must recognize that the traditional “American Dream” narrative may no longer resonate as it once did.
5. Socio-political events, such as immigration raids, directly influence shopping habits. Fear can lead to a reduction in in-store visits and a general pullback in economic spending.
6. There is often a tension between corporate shareholder priorities and a brand’s mission. Marketers must navigate these “internal contradictions” to ensure the brand’s public image remains human-centric.
7. Multicultural marketing is not Illegal. Despite the current political climate and fears of backlash, it is critical to remember that specifically targeting and supporting multicultural communities is a legitimate and necessary business practice.
8. Figures such as Bad Bunny serve as a “pedestal” for the community. When a trusted voice speaks on values like love and empathy, it carries more weight than a traditional brand message.
9. Hispanic households are frequently multi-generational. Younger, more socially conscious members often influence the shopping patterns and brand perceptions of the entire household.
10. In a volatile news cycle, consumers want to feel understood. Approaching marketing with empathy and compassion helps brands maintain a connection even when consumers feel insecure or unsure about the future.

The reference links =

• Immigration Raids Impact Study by ThinkNow
• Standing Together: An Evening of Solidarity Fundraiser on February 20, 2026
• Thought leadership from Rivera:
  • The Curious Case of Puerto Rico Within the Marketing Landscape
  • What Brands Can Learn From the Power of Latinx Superheroes 
  • More Than Family and Soccer: Why HHM Campaigns Can Feel Hollow
• Campaign US Super Bowl coverage

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In an era where consumer attention is more fractured than ever, the traditional "ad" is no longer the cure-all for a brand's woes. 

This week, BBDO Worldwide's Nancy Reyes, global president and CEO, and Chris Beresford-Hill, global chief creative officer, join Campaign Chemistry to pull back the curtain on the agency's next chapter.

Following a whirlwind of acquisitions and industry shifts, the leadership duo discuss the much-needed evolution from "creative department" to "business partners." They dive deep into the necessity of upskilling talent for the AI age, the reality of dwindling brand loyalty and why the most successful creatives of the future will be the ones who understand the ins and outs of the client’s business. 

The sound bite

"Creatives need to think beyond just making campaigns."

The key takeaways

1. Creativity should solve business problems, not just create ads.
2. Understanding how a business makes money is crucial for success in advertising, especially when working at ad agencies.
3. The future of advertising requires a blend of creativity and business acumen.
4. Brand loyalty is diminishing in a fragmented market.
5. Emerging talent should focus on being business-minded to thrive in the industry.

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What does it take to lead one of the most prestigious award brands in the creative world? For CEO Nicole Purcell, it’s based on humility and hospitality. Purcell joined Prometheus Global Media 15 years ago to lead the annual event and has since transformed the Clios into a multi-industry powerhouse spanning sports, music, health and entertainment along with creating rich content that highlights today's creatives. 

In this episode, Purcell discusses her "hospitality first" leadership style — inspired by Danny Meyer’s Setting the Table — and why she believes every CEO must be a creative at heart. She also gives us an exclusive look at the upcoming Clio Creators Awards, the brand's new venture into the influencer space, and explains why, in an AI-driven world, physical experiences and human connection are more valuable than ever.

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We often talk about creators as artists or entertainers, but the reality in 2026 is much simpler: Creators are small business owners. 

In this episode, Tim Sovay, chief partnerships officer at global influencer marketing platform CreatorIQ, breaks down the monumental shift from simple influencer posts to complex creator commerce. The conversation explores why micro-influencers are seeing a resurgence in a world craving authenticity, and why legacy brands such as Gap are finding new life through creator partnerships. Brands face an equally significant challenge: shifting their focus away from “celebrity” influencers and instead identifying the micro-communities that are the true source of strong engagement.

Sovay also dives into the logistical hurdles facing the industry — specifically the “messy middle” of marketing workflows — and how AI is poised to streamline everything from discovery to payments. 

The sound bite

"Every brand became an e-commerce brand overnight."

The takeaways

1. Micro-influencers are gaining traction again due to their higher engagement rates.
2. Brands need to integrate creator marketing into their overall strategies.
3. The constant delay of creator payments are impacting creators’ businesses.
4. AI will play a crucial role in streamlining marketing workflows.
5. Brands must focus on building long-term relationships with creators, versus one-off projects.
6. The rise of creator commerce is reshaping marketing strategies.
7. Understanding ROI is essential for both brands and creators.
8. Legacy brands such as Gap are making a comeback in the creator space.

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When it comes to the world of outdoor apparel, the marketing landscape can often feel like a "sea of sameness" — with endless shots of conquering mountain peaks and intense, solitary struggles against the elements. But for Columbia Sportswear, the outdoors isn't just about survival; it's about enduring conditions that'll warm your heart to great experiences while keeping bodies warm (or cool) in the process.

In this episode, Matt Sutton, SVP and Global Head of Marketing at Columbia Sportswear, joins us to dissect the legacy brand's massive relaunch, its first in over ten years. We dive into the company's rich history, rooted in resilience and founded by a family escaping Nazi Germany, and how that grit translates into their modern day movements. Matt explains the strategic pivot to inject humor and irreverence back into their campaigns to cut through the noise, the challenges of maintaining brand identity in a changing climate, and how they are gearing up for the 2026 Winter Olympics with the US curling team.

Get cozy and have a listen.

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As the curtain closes on 2025, the marketing and advertising landscape looks fundamentally different from what it did 12 months ago. 

It was a year where “impossible” comebacks became reality — led by the butter-soaked resurgence of Red Lobster — and where the “creative agency of record” model was tested by bold new partnerships such as JCPenney and Mischief.

In this special year-end wrap-up, the Campaign US editorial team dives deep into the stories that moved the needle. From the legal battles over AI in Hollywood to the investigative ripples caused by the Cannes awards fallout, we examine the moments that sparked debate in the C-suite and the Slack channels alike. We also take a hard look at the evolving creator economy, the shifting value of industry awards and the resilience of the workforce amidst a year of significant layoffs. 

The sound bite

"2026 is going to be a busy year."

The articles

1. The Social Skinny: Disney, Universal become first Hollywood giants to file AI
2. From a popular CEO to viral seafood boils: The story behind Red Lobster’s biz comeback
3. In the post-bankruptcy chapter of its story, JCPenney names Mischief as its new creative agency
4. Havas and World Vision’s Lessons of Shame under scrutiny after Cannes Lions win
5. Omnicom completes acquisition of IPG, creating world’s largest ad holding company
6. ‘Tracking Bad Bunny’ team hopes Grand Prix win inspires people to find Puerto Rico
7. REVEALED: The most-awarded brands, campaigns and agencies across the world
8. Zulu Alpha Kilo’s new promo, even hardened criminals draw the line at fake case studies
9. Anomaly’s parody-style ‘Greatest Hits’ ad to woo intern applicants is a banger
10. Inside the creator economy's late payment crisis
11. In new Sweethearts campaign, till death do us part no longer holds weight
12. Campaign US unveils new editorial team under leadership of Luz Corona

The takeaways

1. AI's impact on the entertainment industry is significant.
2. Red Lobster's comeback highlights the power of marketing on the bottom line.
3. JCPenney's partnership with Mischief signifies a new direction in bold partnerships.
4. Controversies surrounding awards are reshaping industry standards.
5. Creators are increasingly taking control of their narratives.
6. The importance of ethical practices in advertising is growing.
7. Self-deprecating humor in ads resonates with audiences.
8. 2026 promises to be another transformative year for the industry.

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Home. It’s a simple word, but it holds a lot: safety, stability, a foundation for the future. 

Habitat for Humanity has spent nearly 50 years building homes and communities across the globe, impacting millions of lives. Despite its history and extensive reach, the organization is focused on ensuring its message remains clear, accessible, and inspiring to new audiences. This effort is critical as Habitat for Humanity sets an ambitious goal: to help 50 million more people in the next three years.

This week, we talk with Amy Dunham, chief communications officer at Habitat for Humanity International, about the major brand refresh designed to combat misconceptions and broaden the understanding of their global mission. Dunham shares why "participation is a superpower," how the org uses emotional storytelling to convey the true meaning of home, and the unique challenges and deep rewards of leading communications for a nonprofit facing complex issues like the global housing crisis. 

The sound bite

"Housing insecurity can happen in a flash."

The takeaways

1. Habitat for Humanity has been around for almost 50 years, helping 65 million people.
2. The organization works in over 60 countries, focusing on various housing-related issues.
3. The brand refresh aims to clarify misconceptions about Habitat's work, particularly that it gives away homes.
4. Emotional storytelling is crucial in connecting with audiences about the importance of home.
5. The nonprofit sector faces unique challenges, including funding and measuring social impact.
6. The organization is focused on helping 50 million people over the next three years.

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Pinterest’s VP of global creative explains why trend fatigue is real, the mainstream is fading and what brands need to understand about how people are discovering — and reshaping — culture today.

The era of one-size-fits-all trends is over. What’s replacing it is more personal, more emotional and far less interested in mass appeal. As Xanthe Wells, Pinterest’s VP of global creative, explains, today’s audiences aren’t chasing what’s popular — they’re curating what actually resonates.

In this episode of Campaign Chemistry, Wells joins us to discuss Pinterest Predicts 2026, the platform’s annual report forecasting what’s coming next based on insights from more than 600 million monthly users. We explore why nonconformity, emotional comfort and grounded optimism are shaping the next wave of culture — and what trends such as Glitchy Glam, Cabbage Crush and Laced Up reveal about how people are using inspiration as a form of self-preservation rather than self-promotion.

The conversation also digs into what this shift means for advertisers. With trends moving faster but lasting longer, Wells shares how brands can use predictive insights not to chase hype, but to show up earlier and more authentically — meeting audiences with intention instead of manufactured FOMO.

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