Critical Mass

Will we see you at the Campaign U.S. Agency of the Year Awards tonight? Our own Isabella Kennedy and Grant Owens will be there representing CM—come over and say hi! 👋   This is also our fourth straight year as a Digital Innovation finalist! As always, we're looking forward to spending some time with other marketers who are also at the top of their game. Yes, many of us are fierce competitors, but when we all work a little harder to show brands what they can achieve with creativity and innovation, it reminds them of what our industry can do at its best. And when that happens, we all win. Good luck to all the finalists! 🏆 And thank you Campaign US!

Innovation Alert! We have a little prototype to share! 🚀💡🛍️ But first, let us ask—have you noticed that online shopping has lost its shine? Sure, it’s quick and frictionless, but what good is “fast” when the returns keep piling up and the joy of shopping together is gone?    At CM, when we step back and look at shopping, we see brand ecosystems plagued by disconnected platforms—no delight, no real social connection, no serendipity…    But what if we could make online shopping truly social? Well, we’ve got an answer (see below👇), and we’ve got much more to say about this topic, so stay tuned!

The latest CM Pulse has arrived, and for those who prefer their trend updates in newsletter form, look no further. We’re covering the state of DEI commitments, the acceleration of trend cycles, and a surge in Canadian pride, among other timely topics. Check it out here. (And if you haven't subscribed yet, please do!)

Brands’ DEI policies are withering. Trends are cycling like cyclones. Canadian pride is surging. We’ve got all that (and more) covered in the latest issue of CM Pulse. Check it out here!

It always feels fabulous to ride this wave! The Forrester Wave™ has hit the wire and Omnicom was named a leader!   As if that wasn’t spectacular enough, Omnicom Precision Marketing Group (OPMG) got the highest possible scores in seven categories—creative and content production, creative commerce, influencer marketing, partner ecosystem, performance creative, pricing flexibility and transparency, and talent strategy criteria.   The Forrester evaluation even pointed out that, "Enterprise brands with the need to scale data-driven creativity should consider OPMG." We 100% agree 😉

Our very own Chief Creative Officer Valerie Carlson and her fellow panelists—Marnie Kain, VP, Head of Brand, GrubHub, and Elizabeth Money, SVP, Brand and Creative at BÉIS—crushed it at #CampaignConvene 2025! They shared unique but similar takes on how brands need to deeply connect with people AND connect their marketing ecosystems to stay alive and grow.   Thanks to our moderator Jameson Fleming, Editor In Chief of MM+M and a huge thanks to those who stayed for the last panel of the day. And thanks again to Campaign US for another fabulous Convene!

Finding ways to ease the double duty of working parents is something we care a lot about at CM. Our Senior Director of Human Resources, Matt Jordan, does too. He shared his thoughts with Campaign UK. Is this topic near and dear to your heart? If so, have a look!

Ready to convene with some of the brightest minds in marketing? 🤩 We’ve got just the thing. Our Chief Creative Officer, Valerie Carlson, is joining the panel “The Future of Media Is Short-Form and Shoppable” at #CampaignConvene 2025, presented by Campaign US   Join us tomorrow as world-class experts untangle the web of social media, entertainment, consumer trends, and shopping behaviors—all to shed light on brand opportunities on the horizon.   📍 1 Liberty Plaza, New York, NY 🗓️ Thursday, February 27 ⏰ 4–4:30 PM   Hope to see you there! 👋

🚨 New Work Alert—Starburst 💛 🐰 🐣 Easter can feel like a sea of sameness: the same decorations, same recipes, same crafts. What Easter needs is a burst of different, and who better to bring it than Starburst?   This year we partnered with our clients at Mars Wrigley to inspire consumers with something different for Easter. Collecting strategy from real-world, user-specific use cases, our creative team came together to infuse fun, humor, and creativity into a holiday so strongly associated with tradition. The result is a campaign that highlights real consumer behaviors, product versatility, brand identity…and someone eating an Easter basket.    Thanks to the talented folks who helped this work bloom— 🌷 Alysson Scartz Lauren Rapoport Andrew Lavery Joseph McGlumphy Carla Smith (She/Her) Molly Learner Julia Meade Emma Carelle

Commercials aired during the Big Game highlighted current trends like AI, nostalgia, and second screens, along with a glimpse into the shifting mindset of consumers. So, what’s next for brands?   Adage AMP Spotlight tapped industry leaders for insights on the year ahead, including CM’S Chief Strategy Officer, Grant Owens, who shared his prediction for more product-focused messaging in the first half of 2025, as well as his appreciation of… sloths. 🦥 Read the whole piece here: https://lnkd.in/edhYEWG5