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Why marketing is shifting from performance metrics to predictive creativity
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The Stranger Things meals campaign offers immersive brand experience
A fast-food brand has rolled out a campaign based on the hit series Stranger Things. The promotion delivers a dual menu experience: regular items on the standard menu, and a themed “Upside Down” menu accessible via an app toggle. The alternate menu includes special items like a “Vecna Burger” and a dessert with a themed sauce. Packaging and interface design reflect the show’s aesthetic, offering fans a playful, immersive experience.
Why it matters
This campaign demonstrates how brands can tap into pop-culture fandom to create emotional engagement and novelty. By tying menu items to a widely known show and blending physical products with digital interaction, marketers gain a chance to connect with younger consumers who value experience and storytelling. It also highlights growing demand for limited-time, culturally relevant promotions that go beyond conventional advertising. Read more
5 Challenges Blocking Marketing Impact, and How to Solve Them
In today’s fast-paced environment, marketing teams face barriers like siloed execution, inefficient processes, and limited visibility. Disconnected tools and manual workflows hinder quick adaptation, alignment on priorities, and demonstrating value to the business. Atlassian’s modern work management unifies work into a single platform, offering marketing teams real-time visibility, standardized processes, and outcome-focused reports. Customizable dashboards and AI automation help teams break silos, adapt quickly, and align campaigns with strategic goals.
Why it matters
Knowing what’s blocking you allows you to move faster, deliver with greater consistency, and prove your impact with confidence, earning trust and influence across the business.
AdTech market growth signals major opportunity for marketers
Global AdTech Market — covering tools and platforms for ad buying, targeting, DSPs, SSPs and more — is expected to grow from USD 748.2 billion in 2021 to USD 2.9 trillion by 2031, with a compound annual growth rate of about 14.7%. Driving factors include rising internet penetration, adoption of advanced technologies (AI, machine learning, AR/VR), growth of social media and gaming, and greater demand for programmatic and data-driven advertising.
Why It Matters
Rapid growth in AdTech means marketers and advertisers have more options than ever. This expansion supports more sophisticated targeting, analytics, and cross-platform reach. Businesses that capitalise on this growth — especially those combining traditional marketing with emerging tech — can gain a competitive edge. At the same time, it underlines that marketing budgets will increasingly flow into programmatic, data-centric, and tech-enabled advertising. Read more.
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Mark Spitznagel, who made $1B in a single day during the 2015 flash crash, warns markets are mimicking 1929. Yeah, just another oracle spouting gloom and doom, right?
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Bonds? Not much better.
Enough warning signals—what’s something investors can actually do to diversify this week?
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Today’s Insight
Why marketing is shifting from performance metrics to predictive creativity
Generative AI is changing how marketing success is measured. Instead of focusing only on past performance metrics like clicks or conversions, marketers are now using AI to test and optimise creative elements — like copy, visuals or tone — before campaigns launch. That lets brands tailor content to audiences in real time and predict what will work rather than rely on historic data.
Key Takeaways
Attribution models and cookie-based tracking are becoming less reliable because of privacy restrictions and “zero-click” behaviours.
AI-driven creative generation enables rapid testing of ad copy, visuals and layout variations at scale.
Creative optimisation helps close the gap between brand storytelling and measurable performance, giving marketers a more nuanced view of what resonates
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