FRIDAY PRESS REVIEW - March 27 2026
Here are some of the most interesting articles of the last weeks selected by The Consultancy Group:
WHY THE SUPER BOWL STILL MATTERS FT. THE CMOs OF MARS, COMCAST, LIQUID I.V. & THE SAN FRANCISCO 49ers
MARKETING - The Super Bowl is one of the biggest stages in the world; not just for the game and its players, but for marketers too. So, how do you make sure you win the game? As brands compete for attention during this high-stakes moment, leading CMOs from companies like Mars Wrigley, Comcast, and Liquid I.V. reveal how to justify massive investments, create campaigns that blend bold creativity with clear business strategy, and extend impact far beyond game day.
From trusting instinctive consumer reactions to measuring long-term ROI and navigating a rapidly evolving landscape shaped by AI, their playbooks offer a fresh perspective on what it really takes to stand out... More HERE
WALMART, VIZIO OUTLINE STRATEGY FOR TYING CTV ADS TO RETAIL OUTCOMES
ADTECH - NEW YORK - In their first unified NewFronts presentation, Walmart and Vizio this week provided a closer look at how they’re building a content-to-commerce strategy that ties connected TV advertising closer to retail product discovery and transactions.
During the showcase Monday afternoon, executives from both businesses emphasized the scale of their audiences : 150 million weekly U.S. customers for Walmart and 92 million households for Vizio and how Walmart’s first-party data can enhance activations on the living room screen... More HERE
WHEN IT COMES TO CTV, BRANDS NEED TO STOP INTERRUPTING AND START IMMERSING
MARKETING - Hannah McNally argues in The Drum that CTV advertising must evolve from disruptive, traditional spots to immersive, integrated content that aligns with viewer fandom, as seen in examples like McDonald’s in Emily in Paris and branded collaborations for Bridgerton. This shift leverages shoppable TV and experiential marketing to transform viewers into brand ambassadors by coexisting within beloved cultural content… More HERE