What does it take to lead one of the most prestigious award brands in the creative world? For CEO Nicole Purcell, it's based on humility and hospitality. Purcell joined Prometheus Global Media 15 years ago to lead the annual event and has since transformed the Clios into a multi-industry powerhouse spanning sports, music, health and entertainment along with creating rich content that highlights today's creatives.

In this episode, Purcell discusses her "hospitality first" leadership style — inspired by Danny Meyer’s Setting the Table — and why she believes every CEO must be a creative at heart. She also gives us an exclusive look at the upcoming Clio Creators Awards, the brand's new venture into the influencer space, and explains why, in an AI-driven world, physical experiences and human connection are more valuable than ever.

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We often talk about creators as artists or entertainers, but the reality in 2026 is much simpler: Creators are small business owners.

In this episode, Tim Sovay, chief partnerships officer at global influencer marketing platform CreatorIQ, breaks down the monumental shift from simple influencer posts to complex creator commerce. The conversation explores why micro-influencers are seeing a resurgence in a world craving authenticity, and why legacy brands such as Gap are finding new life through creator partnerships. Brands face an equally significant challenge: shifting their focus away from “celebrity” influencers and instead identifying the micro-communities that are the true source of strong engagement.

Sovay also dives into the logistical hurdles facing the industry — specifically the “messy middle” of marketing workflows — and how AI is poised to streamline everything from discovery to payments.

The sound bite

"Every brand became an e-commerce brand overnight."

The takeaways

1. Micro-influencers are gaining traction again due to their higher engagement rates.
2. Brands need to integrate creator marketing into their overall strategies.
3. The constant delay of creator payments are impacting creators’ businesses.
4. AI will play a crucial role in streamlining marketing workflows.
5. Brands must focus on building long-term relationships with creators, versus one-off projects.
6. The rise of creator commerce is reshaping marketing strategies.
7. Understanding ROI is essential for both brands and creators.
8. Legacy brands such as Gap are making a comeback in the creator space.

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When it comes to the world of outdoor apparel, the marketing landscape can often feel like a "sea of sameness" — with endless shots of conquering mountain peaks and intense, solitary struggles against the elements. But for Columbia Sportswear, the outdoors isn't just about survival; it's about enduring conditions that'll warm your heart to great experiences while keeping bodies warm (or cool) in the process.

In this episode, Matt Sutton, SVP and Global Head of Marketing at Columbia Sportswear, joins us to dissect the legacy brand's massive relaunch, its first in over ten years. We dive into the company's rich history, rooted in resilience and founded by a family escaping Nazi Germany, and how that grit translates into their modern day movements. Matt explains the strategic pivot to inject humor and irreverence back into their campaigns to cut through the noise, the challenges of maintaining brand identity in a changing climate, and how they are gearing up for the 2026 Winter Olympics with the US curling team.

Get cozy and have a listen.

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Home. It’s a simple word, but it holds a lot: safety, stability, a foundation for the future.

Habitat for Humanity has spent nearly 50 years building homes and communities across the globe, impacting millions of lives. Despite its history and extensive reach, the organization is focused on ensuring its message remains clear, accessible, and inspiring to new audiences. This effort is critical as Habitat for Humanity sets an ambitious goal: to help 50 million more people in the next three years.

This week, we talk with Amy Dunham, chief communications officer at Habitat for Humanity International, about the major brand refresh designed to combat misconceptions and broaden the understanding of their global mission. Dunham shares why "participation is a superpower," how the org uses emotional storytelling to convey the true meaning of home, and the unique challenges and deep rewards of leading communications for a nonprofit facing complex issues like the global housing crisis.

The sound bite

"Housing insecurity can happen in a flash."

The takeaways

1. Habitat for Humanity has been around for almost 50 years, helping 65 million people.
2. The organization works in over 60 countries, focusing on various housing-related issues.
3. The brand refresh aims to clarify misconceptions about Habitat's work, particularly that it gives away homes.
4. Emotional storytelling is crucial in connecting with audiences about the importance of home.
5. The nonprofit sector faces unique challenges, including funding and measuring social impact.
6. The organization is focused on helping 50 million people over the next three years.

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Pinterest’s VP of global creative explains why trend fatigue is real, the mainstream is fading and what brands need to understand about how people are discovering — and reshaping — culture today.

The era of one-size-fits-all trends is over. What’s replacing it is more personal, more emotional and far less interested in mass appeal. As Xanthe Wells, Pinterest’s VP of global creative, explains, today’s audiences aren’t chasing what’s popular — they’re curating what actually resonates.

In this episode of Campaign Chemistry, Wells joins us to discuss Pinterest Predicts 2026, the platform’s annual report forecasting what’s coming next based on insights from more than 600 million monthly users. We explore why nonconformity, emotional comfort and grounded optimism are shaping the next wave of culture — and what trends such as Glitchy Glam, Cabbage Crush and Laced Up reveal about how people are using inspiration as a form of self-preservation rather than self-promotion.

The conversation also digs into what this shift means for advertisers. With trends moving faster but lasting longer, Wells shares how brands can use predictive insights not to chase hype, but to show up earlier and more authentically — meeting audiences with intention instead of manufactured FOMO.

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For years, the advertising industry has been obsessed with "purpose." It was the golden ticket for brands looking to connect with a younger, more conscious generation.

But somewhere along the way, the message got muddied by empty promises and shiny PR campaigns that lacked real-world substance. According to Amy Williams, the founder and CEO of Good Loop, that version of purpose-led marketing is officially dead.

In this episode of Campaign Chemistry, Amy joins us to chart the path forward. She shares her journey from a disillusioned ad creative to the founder of a B Corp that has raised millions for charity by reimagining the value exchange between brands and consumers. We dive into Good Loop’s groundbreaking partnership with IAS to tackle the industry’s carbon footprint, the reality of "greenwashing," and why she believes LinkedIn has become the most underrated tool for business growth.

The sound bite

"Purpose-led marketing is dead."

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For years, the retail playbook was simple: Cut the price, drive the sale. But in the age of AI, the playbook is changing every day.

And while Black Friday and Cyber Monday (BFCM) are still the biggest shopping days of the year, the strategies driving them are shifting beneath retailers' feet as brands try to keep up with the rapidly evolving consumer habits fueled by technological advancements.

In this episode, we sit down with Jamie Domenici, CMO of Klaviyo, a marketing platform for e-commerce businesses, to dive into the evolving consumer psyche, explaining how customers are moving beyond just chasing discounts. She details the immediate, massive impact of agentic AI on consumer habits, forcing brands to be quicker, smarter and more adaptable than ever before. Domenici outlines how businesses must shift their focus from single-transaction sales to building deep, lasting customer relationships through personalization tactics and make an effort to gain a deep understanding of what truly drives purchase decisions in the new era of retail.

The key takeaways

1. AI is transforming the shopping experience, making it more personalized and efficient.
2. Consumers are spending earlier this holiday season, indicating a shift in shopping habits.
3. Based on consumer behavior, brands are moving away from deep discounts and focusing on building customer loyalty.
4. Brands must capture every interaction with customers to enhance their shopping experience.
5. The pandemic significantly accelerated the shift toward digital shopping and consumer engagement.
6. Creative marketing and brand identity remain crucial in a world increasingly driven by AI.
7. Consumers are spending more time on product views, demonstrating a focus on purchase consideration before the final transaction.
8. The future of retail will be shaped by how well brands adapt to AI and consumer expectations.

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