What’s on our radar: Listening vs. watching, WALL-E, Frye Fiasco II and Snoop lightin’ up

Listen Up!

Audio marketing is poised to dominate in 2025, driven by our increasingly multitasking lifestyles and the desire to reduce screen time. A staggering 74% of podcast listeners engage with content while performing other tasks, such as commuting, exercising, or doing household chores. This trend aligns perfectly with the growing preference for audio-based entertainment and information consumption. As we seek to balance productivity with personal development, audio content allows us to learn, be entertained, and stay informed without being tethered to a screen. The shift is particularly pronounced among Gen Z, with 55% of this demographic listening to podcasts monthly, indicating a strong preference for audio-based media consumption.

Moreover, the push to decrease screen time is gaining momentum across all age groups, with audio offering a compelling alternative. By 2025, it's projected that digital audio ad spending will reach $7.89 billion in the US alone, reflecting marketers' recognition of audio's growing importance. This surge in audio marketing isn't limited to traditional formats like podcasts and streaming music. Even video-centric platforms are experiencing a shift, with many users "watching" YouTube videos, Reels, or TikToks by simply listening to the audio while multitasking. This behavior opens up vast opportunities for marketers to capitalize on audio-first strategies, ensuring their messages resonate with audiences who are increasingly listening rather than watching.

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Keeping the Humanity in Artificial Intelligence

It’s no secret that Artificial Intelligence (AI) is changing the game. While we’re not quite at the robots are everywhere WALL-E level of technology yet (but really, WALL-E and EVA are #CoupleGoals), there’s a ton of implications about AI and what it means for us all.

Honestly, it’s something we struggle with as an agency. When do we use it? What should we use it for? What are the best ways to use it? And how do we educate ourselves and our clients about it?

AI is great, don’t get us wrong. But we can’t lose the human aspect of what we, as marketers, do. It’s incredibly easy (maybe too easy) to take a prompt and enter it into ChatGPT. Or, by the same token, enter some keywords into an image generator and have it pull together an image. But what’s missing from the output is, more often than not, what we’ve worked so hard to identify - the essence of what makes a brand so unique.

What’s in the voice? What are those quirky human intonations? What are those spur-of-the-moment things that humans can relate to that a computer can’t speak to? And how about emotion? A computer can’t recognize that.

And let’s look at it from a legal perspective. If we’re just copying and pasting…what about copyright issues? We all saw that Scarlett Johanson was less than pleased about an imitation of her voice being used on an AI platform. If you tell a program to write using the characteristics of a celebrity persona, since AI pulls from information on the internet, isn’t it possible that you’re using a quote/copywritten material from them without realizing it? As marketers, we are responsible for doing the due diligence and ensuring we’re keeping our clients safe.

Does AI create efficiencies? Absolutely. Has it been helpful for our agency? Without a doubt. But there are still a ton of gray areas. The truth is that preserving the human element in AI development and use is crucial to ensuring that this technology enhances what we do rather than diminishes it.

Comeback Kids & Snake Oil Salesman of the Century

Anyone remember Toys “R” Us? They went bankrupt in 2018, another big box retailer who got squeezed out by Amazon and Walmart - and video games. Believe it or not, they’re coming back with a vengeance.

They used to have cavernous 40,000 square feet of retail space; this time around, stores will be around 10,000. Instead of stacking inventory to the ceilings like a Home Depot, they’re taking a page out of the Bass Pro Shops playbook with lots of experiential ways to try out products: VR stations, video game zones, LEGO building areas. With 24 new stores planned in the US, they’re also partnering with British retailer WH Smith to have another 37 shops-within-stores. Here’s to hoping they’re successful with their comeback.

Conversely, there’s Billy McFarland, our generation’s P.T. Barnum. Recently released from prison, he’s promoting Frye Fiasco II. Despite 5,000 ticket holders and $26MM in defaulted loans from the original Frye Fiasco, would you believe that 100 presale tickets at $500 sold out immediately? According to Rolling Stone, the cheapest tickets will be around $1,400, while the most expensive packages will cost $1.1 million and supposedly come with things like luxury yachts, scuba diving, and travel between Caribbean islands.?Apparently, there’s a reputable events company that owns 51% of Frye Fiasco II, but who in their right mind would believe this guy? If you’re on the fence and haven’t watched it yet, Netflix’s?Frye documentary is worth a watch.

Celeb Pitchers

Celebrity endorsements can significantly impact a brand's image, with both positive and negative outcomes. By leveraging the star power of well-known personalities, companies aim to create an emotional connection with their audience, making products more appealing and relatable. However, the impact of these endorsements can be a double-edged sword. While a successful partnership can lead to skyrocketing sales and enhanced brand loyalty, a poorly chosen celebrity can tarnish a brand's image and result in public backlash.

The landscape is filled with triumphs and pitfalls, from iconic collaborations that have defined marketing strategies to cautionary tales of endorsements gone wrong.?

Let’s explore some of the best and worst celebrity endorsements, highlighting how these partnerships have shaped consumer perceptions and influenced brand success.

BEST

• Michael Jordan and Nike: Jordan's partnership with Nike revolutionized sports marketing, creating a legacy that continues to generate significant revenue through the Air Jordan line. And p.s. If you haven’t seen Air, watch it—it’s great.

• Snoop and Bic: This partnership to promote the EZ Reach lighter features a humorous and engaging campaign alongside Martha Stewart. The campaign showcases their chemistry as they navigate light-hearted scenarios that emphasize the lighter's practicality and appeal, particularly in the context of cannabis culture.

• Justin Bieber for Proactiv: Targeting a young audience, Bieber's endorsement resonated with teens struggling with acne, leading to increased sales and brand loyalty.

WORST

• Chris Brown and Wrigley Doublemint Gum: After being arrested in 2009 for allegedly assaulting his then-girlfriend Rihanna, the Wm. Wrigley Jr. Company suspended the major marketing campaign for Doublemint gum, which featured Brown’s song, “Forever.”

• Jared Fogle for Subway: Following serious legal issues, Subway severed ties with Fogle, highlighting the risks of aligning with celebrities whose reputations can quickly deteriorate.

These examples underscore the delicate balance brands must maintain when choosing celebrity endorsers. It's a responsibility that requires careful consideration and diligent decision-making. By learning from both successful and unsuccessful endorsements, we can navigate this terrain with greater confidence and insight.