Mondelēz International

Performance Marketers Shift From Attribution to Incrementality

The article argues that traditional attribution is weakening as discovery compresses into higher-intent moments driven by AI and fragmented commerce touchpoints. Performance marketers are increasingly prioritizing incrementality — testing whether activity actually causes new revenue — over last-click attribution. Industry research (eMarketer and TransUnion) and practitioner quotes show incrementality rising as a top KPI for retail/commerce buyers. The piece differentiates 'commerce media' (any advertising powered by first-party transaction data across owned touchpoints) from retail media and highlights the 'Transaction Moment' (checkout/confirmation/post-purchase) as a high-signal environment for incrementality tests. Examples cited include Rokt’s partnership with incrementality platform Haus and a Tails.com case (working with Rokt) that drove a 153% uplift in conversion. The article frames the shift as pushing performance teams to evaluate channels by efficiency, provable incremental lift, and long-term customer value.

Brands Navigate America's 250th Anniversary Marketing Risks

America’s 250th anniversary (America250) has become a major national marketing moment stretched into a July 3–5 long weekend, offering retailers and brands wide activation opportunities across retail, media and events. Major consumer brands — including Coca‑Cola, Budweiser, Mountain Dew, Dunkin’ and Oreo — have launched anniversary-themed packaging, promotions and creative, but the coverage warns that 'borrowed' patriotism and shallow iconography can provoke consumer backlash. The article highlights supply‑chain and political complications (heat/firework bans, overseas-made commemorative merchandise, polarisation) and cites polls and rankings (Gallup, Brand Keys) that show mixed national pride and which brands hold the strongest patriotic equity. Agency voices (Richard Exon, Ivan Mato) advise authenticity over opportunism when engaging with national symbolism.

Nike and Adidas escalate World Cup marketing rivalry

Nike and Adidas have launched competing, star-studded World Cup marketing campaigns that highlight divergent brand strategies ahead of the month-long tournament. Adidas debuted a five-minute short, "Backyard Legends," starring Timothée Chalamet and featuring players such as Lamine Yamal, Jude Bellingham and Trinity Rodman, plus product drops and collaborations (Bad Bunny shoe, Bringback jersey collection, Coca‑Cola tie‑in, a WhatsApp activation). Nike released a six-minute film, "Rip the Script," featuring Kylian Mbappé, Vinícius Júnior and numerous celebrity cameos; Nike’s video surpassed 66 million YouTube views in under a week while Adidas’ film has fewer than 7 million views after a month. The pieces aim to drive long‑term football momentum amid differing company trajectories (Adidas showing recent growth; Nike’s revenues more flat), and sit within a broader World Cup ad market expected to inject over $10 billion into advertising spend.