Gen Z and Gen Alpha have quickly emerged as the new dominant consumer groups. Raised in a digital-first environment, where technology is woven into nearly every aspect of their daily lives, both generations have redefined the ways brands communicate and engage with their consumers, with authenticity, personalization, and interactivity becoming non-negotiable expectations. Gone are the days when traditional marketing was enough to drive engagement – today’s brands must create dynamic, innovative, and purpose-driven experiences that resonate with the values and interests of these generations to truly capture their attention and stay ahead of fast-moving trends.With this year’s Big Game in the rearview mirror, we spoke with several industry leaders to get their take on the evolving Super Bowl landscape. Specifically, we asked whether they believe brands are getting their money’s worth, what factors make this high-profile investment truly valuable, and whether the steep cost of a Super Bowl ad is justified in today’s media environment. We also encouraged leaders to reflect on this year’s stand-out ads and why these spots resonated with them.

Jill Crawford, CMO of Selerix and a veteran in HR tech, shares how deep industry knowledge, smart content strategies, and sales alignment fuel marketing that connects at every stage of the customer journey

Sariah Dorbin, EVP and Executive Creative Director at Quigley-Simpson, explores the power of embracing a holistic approach that combines insights, performance-driven strategies, and creative to maximize impact at every stage of the consumer journey

The Associate Director of Marketing at Sports Innovation Lab empowers brands to precisely target consumer segments, optimize media investments, and inform better business decisions

Jon Bond, Founder and CEO of Bond World, reflects on his decades of experience in advertising and reveals how equity-linked compensation models can transform the relationship between brands and agencies to align business goals for sustainable growth

Gurkan Sener is the Vice President of Global Marketing Analytics and Targeting at NBC Universal Destinations and Experiences, where he oversees an advanced analytics team that specializes in marketing data science, audience science, and measurement science.

Randi Stipes, CMO of The Weather Company, explores the far-reaching impact of weather intelligence across industries and shares how data and technology are key to fostering brand trust

Each year, the Super Bowl presents an alluring opportunity for brands to engage with millions of viewers in a matter of minutes. As the excitement surrounding the game endures among dedicated sports fans, recent research suggests that the Super Bowl’s grip on advertising dominance may be waning. The likeability of advertisements has steadily decreased over recent years, and advertiser retention has dipped, with attrition rates surpassing 50%. Despite this, the cost to secure a spot hit record highs this year, with some brands investing up to $8 million for just 30 seconds of airtime.   

With this year’s Big Game in the rearview mirror, we spoke with several industry leaders to get their take on the evolving Super Bowl landscape. Specifically, we asked whether they believe brands are getting their money’s worth, what factors make this high-profile investment truly valuable, and whether the steep cost of a Super Bowl ad is justified in today’s media environment. We also encouraged leaders to reflect on this year’s stand-out ads and why these spots resonated with them.

Angelina Lawton, Founder of Sportsdigita, reflects on the transformative impact of purposeful storytelling and innovation, and shares valuable advice for aspiring female entrepreneurs

Wendy Wahl opens up about her extensive expertise in healthcare marketing and highlights the transformative power of connecting brand strategy and consumer well-being to create marketing campaigns that resonate

Kiran Smith reflects on her diverse marketing career and discusses the power of blending brand storytelling, consumer data, and personalization to drive customer retention and brand evolution

Deb Holt, CMO and CIO at Our Home, reflects on her extensive career in food marketing and shares key strategies for launching successful snack brands that balance consumer demand, product quality, and profitability in a highly competitive marketplace.

In 2024, we witnessed several trends define the marketing landscape, from the surge of generative AI and automation tools to growing concerns around data privacy and AI regulation. Industry leaders also grappled with finding the right balance between technological innovation and authentic storytelling, a central theme at major conferences throughout the year.

At the beginning of 2024, The Continuum interviewed David Shing to discuss the key market trends he anticipated would shape the year ahead.  For the first piece of the new year, we asked Shingy to look back at his predictions about major trends and how they would reshape the marketing landscape. We asked him to examine where his predictions came true and which ones might have missed the mark. We also asked him to share where he sees the industry heading in the year ahead.

Gurkan Sener is the Vice President of Global Marketing Analytics and Targeting at NBC Universal Destinations and Experiences, where he oversees an advanced analytics team that specializes in marketing data science, audience science, and measurement science.

Sheryl Daija, Founder of BRIDGE, reflects on her extensive marketing career and shares how the organization’s research-backed framework is helping companies reshape the narrative around DEI, foster meaningful change, and drive sustainable growth.

Eric Koehler, EVP of Research and Strategy, reflects on his extensive career in advertising and reveals how the innovative Brand Momentum tool empowers brands to better understand consumer behavior and deliver personalized messaging that resonates

Judy Jackson, Founder of JLC Ventures, draws from her dynamic career in Human Resources to highlight the long-lasting power of integrating DE&I into the core of an organization to foster connectivity, community, and opportunities for employees to thrive.

James Rhee, acclaimed CEO and Founder of red helicopter, explores the key elements of his operating system and reveals how individuals and organizations can harness this mental model to lead with intuition, steer their own path, and thrive amid complexity.

The Harvard Business School Senior Lecturer shares insights from his latest book, PERSONALIZED: Customer Strategy in the Age of AI, and discusses how personalization, AI, and consumer data can drive consumer engagement and brand loyalty.