Setup Pulse - 3.18.24

Welcome to Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on.

Read about what’s being talked about this week!

New + Noteworthy

Social Media Updates to GMB Listings

Google has now added a social media section to their business listings where you can showcase which of your social media links are shown to customers. In some cases, these may be added automatically, so make sure to check and edit any links to ensure they’re up to date.

Ad Of The Week

CeraVe gets smart on who to partner with in their new Michael CeraVe ad that debuted at the Super Bowl. Michael claims the cream as his, making the spot both satirical and dramatic. Fans claimed it was the “smartest ad in a while” and explains why Cera was seen in NYC signing moisturizer bottles.

Come back soon for the next “Setup Pulse” where we give you quick trend and campaign reports! If you want more in-depth industry content, including interviews by CMOs and Marketing Executives, subscribe to our Newsletter below!

Blog

A New Era for Innovation | Navigating the High-Tech Landscape

Advancements in AI over the last few years have shifted customer expectations. With all of this power and access, however, comes more responsibility on marketers to lead with intention and care. Explore the biggest shifts in High-tech + Innovation and how marketing leaders can act accordingly.

Why Chemistry Matters When Choosing a Marketing Agency

When it comes to picking an agency, chemistry between brands and agencies is often overlooked in the selection process, but it’s one of the biggest indicators of long-term success. Yes, you need a business partner with the right capabilities and experience, but when it comes down to the final candidates, chemistry is what truly sets long-term partners apart.

Top 5 Growth Strategies for Agencies in 2025

The path to growth for marketing Agencies in 2025 is no longer about simply acquiring new Clients; it’s about scaling effectively. With evolving Client demands, technological advancements, and increasing competition, Agencies must focus on strategies that enable sustainable and efficient expansion.

Based on insights from Setup’s research, expert advice, and industry trends over the last 10 years, here are five key strategies to help Agencies scale effectively in 2025.

Super Bowl LIX: 2025 Marketing Ad Champions + Fumbles

Super Bowl LIX wasn’t just about football—it was a masterclass in marketing. Each year, brands gamble big (to the tune of $8 million per 30-second ad) for a chance to capture the nation’s attention. With such high stakes, the challenge isn’t just making a good ad—it’s making an ad that resonates long after the final whistle blows.

This year, amid a landscape of economic uncertainty and shifting consumer sentiment, many brands leaned away from risk-taking and played it safe. "Nowstalgia"—pairing rising stars with established icons—dominated, while humor, celebrity cameos, and absurdist comedy took center stage. And while some brands nailed it, others flopped despite their star-studded casts.

Overcome Challenges + Master Agency Growth in 2025

As competition intensifies and Clients get more selective about what they want, Agencies must navigate hurdles that directly affect their ability to meet Client expectations and learn to adjust. Let’s dive into the core obstacles Agencies are tackling this year, why they’re critical to address, and practical strategies to stay ahead in an ever-changing industry.

How to Choose the Right Marketing Agency in 2025

Choosing the right marketing Agency in 2025 is about more than finding a vendor—it’s about building a partnership that can adapt to your needs, communicate effectively, and drive long-term results. Start with clear goals, leverage trusted referrals, and prioritize compatibility and communication. Remember, the right Agency won’t just execute campaigns—they’ll act as an extension of your team, helping your Brand navigate challenges and seize opportunities.

Marketing Agency Matchmaking: What Clients Crave in Agency Partnerships

While our previous blogs recapping the Marketing Relationship Survey highlight key communication tactics and needs to sustain and improve the Agency-Client relationships, today we’re simply asking: What kind of work is getting noticed and needed by Clients, and what should Agencies prioritize?

The Breakup Blueprint: Fixing Agency-Client Relationships Before They Fail

In the 6th annual Setup Marketing Relationship Survey, we uncovered that 40% of Clients intended to switch Agencies in the next 6 months. Although this is significantly less from previous years, the sentiment remains the same: Clients desire more from their Agency partners. This blog breaks down exactly what Clients desire from their Agency partners and how the two parties can work together to create harmonious relationships.

The Truth About Agency Breakups: What Clients + Agencies Really Think

The Setup Marketing Relationship Survey revealed that 40% of Clients surveyed will switch Agency partners in the next six months. This is consistent with our 2023 survey results where Ad Age concluded that more reviews may be coming. Why are reviews coming and what could make the Agency-Client relationship stronger?

10 CMO Secrets for Your 2025 Marketing Strategy

The marketing world is always changing, but the core principles of great leadership stay the same. To help you navigate this evolving landscape, we’ve gathered insights from some of the top CMOs in the business from our featured 2024 CMO Spotlight interviews. These ten lessons are just as relevant now as they’ll be in 2025, offering practical advice on leading with impact and staying adaptable in a fast-moving marketplace.

From Spotify Wrapped to Cow Appreciation Day - How Marketers Leverage Consumer Anticipation

Spotify Wrapped, launched in 2016, has significantly contributed to Spotify's growth by engaging users through personalized listening data and encouraging social media sharing. There are a number of Brands that have created cultural touchstones that create hype and consumer anticipation. How can you implement these learnings into your own marketing strategy?

Harness the Hype: Wicked Melted Audiences With Marketing Magic

When Wicked debuted in theaters in 2024, it didn’t just break records—it created a cultural moment (some would say it defied expectations). With a jaw-dropping $164 million opening weekend surpassing other notable Broadway film adaptations like Les Miserable and Mean Girls, the beloved story featuring some of the world’s biggest stars was immediately a box office triumph and a marketing masterpiece. Behind its success was a multifaceted strategy picking out the perfect partnerships that not only thrilled fans of the original, but also reached entirely new audiences of all ages and preferences (even the musical haters).

Navigating the New Black Friday

Black Friday has undergone a dramatic transformation since its chaotic in-store origins in the 1960s. Once synonymous with one-day-only doorbuster deals and frenzied shopping, the event is now a weeks-long digital phenomenon, shaped by evolving consumer behavior, economic pressures, and innovative retailer strategies, not to mention some potential trust issues with consumers. Here’s a comprehensive look at how Brands and consumers are navigating Black Friday 2024.

Why Valuing Clients + Your Team Pays Off Big

Whether you’re an Agency or Brand marketing leader, or the point person (Account Services/Project Manager) in an Agency-Client relationship, it’s important to make people feel valued. We’ve compiled notes from countless conversations on what makes a relationship sustainable, and what can ruin it. Check it out!

Pulse Report 10.21.24

Welcome to the Setup Pulse for Brands + Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about tech-savvy Brands, Heinz's misstep, the Marketing Relationship Survey results, and more.

‘Tis the Holiday Season to Gather... and Build Brand Loyalty

The holiday season means show time for a number of industries, meaning Brands need to be on their A-game. With fierce competition and distractions abound, how can your company leave a lasting impression during the holidays to maintain Brand loyalty during the holidays and beyond?

How Data-Driven Decision Making Transforms Agency-Client Partnerships

At Setup, we regularly conduct Agency Assessments where we interview Agencies and their past and current Clients about an Agency's performance, strengths, and weaknesses. Surprisingly, when the results are presented, Clients tend to comment about a lack of data-driven practices, or a need for more.

If data-driven decision making is so impactful, then why are some companies lacking in data usage?

The Case of “Dark Socials” - Tracking the Untraceable

The user's ability to share content privately (or otherwise known as "Dark Social") creates a blind spot for most digital marketers, almost embodying the same effectiveness as a TV spot or a billboard on the street. So how can marketers track the clues to measure what is behind closed doors or hidden in the shadows?

Travel and Hospitality Marketing: Prioritizing the Customer Experience

The fluctuating economy leading to job and spending uncertainty, shifts consumer preferences in ways that significantly impact marketing strategies - especially in Travel and Hospitality. To stay ahead, Brands need to rethink how to engage with customers to maintain their loyalty and their business. Here are some strategies to keep in mind as marketers prepare for the holiday season and approach 2025.

6 Tips to Maximize Your Marketing Budget

With economic uncertainty, shifting consumer expectations, and evolving digital trends (AI, anyone?), it has become more of a challenge to sort budgets. Last year’s numbers may not be a great indicator of future success. One thing is certain, however: demonstrating the ROI from marketing efforts is crucial for brands to stay competitive.

Check out key budgeting challenges that marketers often face and practical solutions to help marketing leaders craft a stronger, more agile budget.

Pulse Report 9.16.24

Welcome to the Setup Pulse for Brands and Agency marketers alike! We provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about Client team layoffs + increased budgets for Agencies, sprint models, football season + more...

It’s Giving… Marketing to Gen Z

Gen Z is expected to have $2.7 trillion in global spending power, and its influence will only grow, projected to reach $12 trillion by 2030. They currently make up about 25% of the worldwide population. While Millennials have more established careers and spend more, Gen Z has the power to shape trends and is increasing its purchasing power as it continues to take over the workforce.

Gen Z is a big deal, and marketers need to pay attention.

What Marketers Need to Know About the Next Generation: Gen Alpha

Although Generation Alpha is not yet old enough to be purchasing leaders, this tech-savvy generation was the first born into a digitally established world, and their influence may cause marketers to change priorities and adapt to new tactics.

Is Your Agency Missing the B2B Boom While Chasing the B2C Bust?

Many Agencies focus on B2C tactics but could be missing out on untapped B2B opportunities. Learn how you can apply the same powerful B2B strategies you use for Clients to fuel your Agency’s growth.

Pulse Report 8.26.24

Welcome to the Setup Pulse for Brands and Agency marketers alike! We provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about being ~demure~, Heinz's standout ads, the DNC branding + more...

The Expert’s Irony: Are Agencies Losing Their Own Game?

Agencies excel at helping businesses grow, but many fail to apply their own successful strategies internally. Explore why Agencies often struggle with their own growth and how to change that.

Talk the Talk: Mastering Workplace Communication + Collaboration

People overall are not feeling heard or understood. When that happens, team members don’t feel valued, and they usually leave a place of employment or end a partnership. We provide suggestions to improve culture, collaboration, and communication for marketing leaders, including our Team Building service.

The Good, The Bad, and The Mediocre: 2024 Cannes Lions

Setup’s Manager of Strategic Partnerships listed his favorite Cannes Lions campaigns from Coca-Cola to Pop-Tarts and more, and the takeaways for marketers.

5 Ad Campaigns that Inspire Change

Being purpose-driven leads to stronger relationships with consumers rooted in trust, a positive perception of the Brand, excited employees and stakeholders who feel like their work has meaning, and more. By leaning into cause-driven marketing, Brands make a stronger impact, and gain more traction. Past studies show that consumers want Brands to care, especially when it comes to values that align with their own.

Through our research and discussions, we were inspired to point out a few ad campaigns that use their influence for good.

Here are five of our favorite marketing campaigns that amplify what it means to be purpose-driven:

Setup Pulse 7.8.24

Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about TikTok influencer marketing, AI + humans team up, the strength of paid media, and more…

Setup Pulse ReportSetup - marketing matchmakersMarch 18, 2024pulse reportComment

Setup Pulse - 3.18.24

Trending Topics

B2B Presence at Music Festivals

What is Brand Purpose… Really?

8th Annual Insurgent Brands List

New + Noteworthy

Social Media Updates to GMB Listings

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