Campaign Chemistry

In this special edition of Campaign Chemistry, the Campaign US editorial team unpacks the journey of the Campaign Cup, from early matchups to its two finalists, both Super Bowl ads. They explore the evolving role of nostalgia, celebrity influence and cultural resonance in advertising, while sharing their behind-the-scenes insights from the selection process. Plus, hear their predictions, hot takes and what today’s most iconic ads reveal about the future of creative strategy.   campaignlive.com [https://www.campaignlive.com/]   What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. [https://shop.haymarket.com/camus/webcast22/]

Much like the Campaign award she received a few weeks ago, Asha Shivaji is an inspiring woman [https://www.campaignlive.com/article/campaign-us-reveals-2025-inspiring-women/1907224].   The CEO of SeeMe Index — a company that uses responsible AI to track how inclusive brands really are — 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. campaignlive.com [https://www.campaignlive.com/]   What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. [https://shop.haymarket.com/camus/webcast22/]

Technology has evolved and driven new consumer behaviors — forcing advertisers to rethink how they can attract new customers, retain loyal ones and what they can do to drive the most impactful campaigns. Commerce and transaction data is one of the last truly intent-driven indicators available. Dr. Mark Grether, SVP of PayPal Ads, joins Campaign to discuss the rise, advancements and value that commerce media provides advertisers in driving truly impactful campaigns. campaignlive.com [https://www.campaignlive.com/]   What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. [https://shop.haymarket.com/camus/webcast22/]

What does it take to modernize one of the most recognizable brands in the world? For Pepsi, it means tapping into nostalgia, doubling down on data, and making sure every creative decision is backed by strategy—and legal. In this episode, I talk with Jenny Danzi, Pepsi's head of brand marketing, about the ‘Food Deserves Pepsi’ campaign and how her team is adapting to reach Gen Z and Millennial audiences. We dig into the brand’s sampling and trial efforts, the importance of internal culture and what it looks like to launch new products in a world where attention is scarce. It’s a snapshot of how big brands are staying agile — and why the collaboration happening behind the scenes is just as important as what hits the screen. campaignlive.com [https://www.campaignlive.com/]   What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. [https://shop.haymarket.com/camus/webcast22/]

We Are Rosie wants people to work. The marketing solutions platform was created in 2018 by former ad exec Stephanie Nadi Olson to provide freelance marketers with opportunities to create project-based work with the flexibility that comes with working remotely. In return, they would receive exposure to opportunities of working with major brands without having to upend their lives, in addition to receiving benefits that typically come with full-time employment. In this episode of Campaign Chemistry, We Are Rosie managing director of creativity Marie Lamonica joins to spotlight the evolution of Rosie over the years, from navigating the uptick in layoffs and industry challenges to building an inclusive culture grounded in transparency and trust. The nontraditional employment structure is now powering a community of over 30,000 freelancers, affectionately referred to as “Rosies and Brosies.” Lamonica also shares career and life lessons learned from years of being a working mom in advertising and why failure can be a good thing. campaignlive.com [https://www.campaignlive.com/]   What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. [https://shop.haymarket.com/camus/webcast22/]