Giovana B. | What About Mkt

Creators Became the World Cup’s Real Broadcasters

At the 2026 World Cup, creators outpaced traditional media on speed and trust. For brands, that shift rewrites who tells the story and how fast.

What the World Cup’s Winning Brands Understood That the Rest Missed

Over $10 billion in ad spend collided in six weeks of World Cup coverage. The brands that broke through shared five habits the rest ignored.

A Dentist Ad Beat Every Soccer Spot at the World Cup

The World Cup’s most effective ad never mentioned soccer. EDO’s ranking of every tournament spot exposes which brands turned attention into intent.

Omnicom Wins the Uber Media Fight and Plants a Bigger Flag in Brazil

Uber’s media review ended where it started, with Omnicom. But the renewal came with a prize that says more about the agency’s ambitions than the account.

The Best World Cup Marketing Was Planned Years Before the Whistle

Marketers at Adweek’s Sports Summit argued that reacting fast to live sport is a planning problem, not a creative one.

Hinge Made an Ad Campaign With No Artificial Intelligence in It

Hinge’s new European campaign was built entirely by hand, from puppets to end cards. In a feed full of synthetic content, that is the product claim.

Retailers Want to Be Your Agency Now

Albertsons made a 22-episode series with P&G. Instacart opened a creative studio. Retail media is after a bigger slice of the budget.

Adidas Won the World Cup Final Before a Ball Was Kicked

Spain beat Argentina 1-0. Adidas outfitted both finalists, and the German brand’s €1.5 billion tournament was decided long before kickoff.

The Four Smart-Looking Decisions That Slowly Erode Strong Brands

Agility, consumer-centricity, creativity, and financial discipline can each hide a bad strategy. Great brands erode one harmless-looking refresh at a time.