Kristina Monllos

Despite the flashy programming announcements, marketers want proven outcomes—which means the week of presentations is “less about the content” than it’s ever been, one buyer told us.

Heineken is using marketing to encourage people out of their homes to make friends. “What we want to do is use technology in a way that actually does bring people together,” Heineken’s CMO told us.

Musical guests and jokes from late-night hosts kept things fun, but not every moment was a winning one.

Seth Meyers, Jimmy Kimmel, and other comedians at the week’s presentations didn’t hold back.

In addition to a campaign playing on sex-sells marketing tropes, the brand created an OnlyFans page.

“In theory, each brand in your portfolio should have a different positioning, a different benefit associated,” one exec told us.

“We’re really focused on giving a voice to a utility that straddles” Big Tech and finance, CMO Catherine Ferdon told us.

A road trip across the country informed the campaign—and the brand updated its iconic jingle from the 1971 spot "Hilltop."

Over the last four years, the company has worked with roughly 800 influencers and celebrities, some of whom have invited followers along to “come with me to see if I have cancer!” The company offers complimentary scans and asks that they post about their experience, but according to Alina Ioani, VP of business development and strategic partnerships at Prenuvo, “we never pay influencers.”

“As more of life becomes automated and impersonal, people are increasingly looking for things that feel more personal, expressive, and human,” the brand’s CMO told us.