| Inside the lucrative, controversial business of hydration breaks. |
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It’s Monday. European Union regulators recently accused Meta of disregarding how its apps’ “addictive” features affect users’ physical and mental health. The regulators are ostensibly focused on young people, but we’d like to know if there are any legal avenues to pursue over serious cases of tech neck. In today’s edition:
—Alyssa Meyers, Jasmine Sheena, Jennimai Nguyen |
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WORLD CUP Pitch pause  Catherine Ivill - Ama/Getty Images |
This summer, the beautiful game has gotten a little bit ugly. During every World Cup match, FIFA has mandated “hydration breaks,” aka three-minute pauses midway between each 45-minute half, a first that essentially breaks the game up into four quarters. In addition to dividing the halves, they’ve also divided stakeholders, including fans, players, and networks. For soccer purists, the breaks change the nature and the flow of the game they hold dear. Some argue they’re necessary for the safety of athletes playing in high temperatures, but they happen regardless of weather and venue. For Fox Sports, the network that paid an estimated $400 million to $500 million for the English-language rights to the tournament, ad revenue generated by hydration breaks could reportedly total “at least $250 million,” according to The Hollywood Reporter. For brands like Powerade—the official hydration sponsor of the World Cup, which is powering the hydration breaks—the scale of the reach, impressions, and overall brand value of the asset are undeniable, according to measurement companies. But could fan ire outweigh the rewards? “Soccer is not new to having sponsors,” said Ashley Shaffer, CMO of Stagwell-owned brand consultancy Redscout, who previously served as fractional CMO of NWSL club Seattle Reign FC. “We can’t be mad that another brand is entering the sport. We can’t be mad that there’s another thing that costs money that someone’s willing to pay for. What we can be mad at is…it’s not really for the players’ benefit; it’s definitely for someone else’s.” Continue reading here.—AM
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Sponsored By Fidelity Private Shares® Once upon an equity…  |
You want to be the executive who can tell a clear equity story. CMOs who know the numbers can win the room, and the best CMOs speak equity as fluently as brand. And knowing how equity works isn’t just finance’s job. It’s what separates executives who talk about growth from those who can actually drive it. If you’re exploring ways to get assistance, Fidelity supports startups, too. Fidelity Private Shares helps early- and growth-stage companies stay investor-ready. Experience an all-in-one equity management platform that helps you maintain a clean cap table, an organized data room, and a clear equity story. Tell your story confidently with Fidelity Private Shares. |
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TV & STREAMING Made for TV  Brew Markets Design, Unsplash |
Most people might browse Pinterest on their phones or their iPads, but the company is increasingly leaning into TV as its next big opportunity. Pinterest’s performance TV ad platform, tvScientific by Pinterest, is rolling out a new initiative called the Certified Measurement Partner Program, the company exclusively told Marketing Brew. Advertisers will be able to leverage launch partners like Incrmntal, Measured, Singular, and WorkMagic, which had preexisting relationships with tvScientific, to measure and attribute their CTV campaigns. Pinterest expects to add more certified partners in the future. The program “delivers measurement interoperability that gives advertisers the flexibility to work with any measurement partner they choose, which is foundational to the ‘trust but verify’ philosophy that gives marketers absolute confidence in their results,” Jason Fairchild, CEO of tvScientific by Pinterest, said in a press release. The announcement comes as Pinterest leverages tvScientific, which it acquired late last year and, per the company, makes TV ads “more accessible, accountable, and measurable for businesses of all sizes.” It also comes as the platform leans into other ad investments to continue attracting advertising dollars. Pinterest CEO Bill Ready said on the company’s Q4 earning call in February that he was “not satisfied” with revenue gains that quarter, noting that tariffs were causing advertisers to pull back on ad spend. The Certified Measurement Partner Program also coincides with a considerable growth in advertiser investment into CTV. Read more here.—JS
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SOCIAL & INFLUENCERS Beach week  Colin Rosenblum, Samir Chaudry |
Creators may have been the talk of Cannes Lions this year, but what makes an international flight and a week’s worth of sweating it out on the French Riviera actually worth it for the creators in attendance? Across the Croisette, it seemed creators were the new A-listers of the marketing industry (a takeaway we also broke down on our special live episode of Marketing Brew Weekly). With creator representation across official Lions programming, on panels hosted by brands like Spotify and Google, and online in their own Cannes content, their presence was undeniable. And while there’s certainly value in being seen at Cannes, there are also tangible steps creators can take to make the most of the business potential while networking in the South of France. Longtime YouTube creators and podcasters Colin Rosenblum and Samir Chaudry, better known as the duo Colin & Samir, have been attending Cannes Lions for the past several years. This year, the pair attended with LinkedIn and Adobe, and Chaudry saw firsthand how creator presence has exponentially grown. “The first time we came was three years ago, and at the time it felt like…there were [what felt like] 12 creators,” he told us. “Every year since then, it’s like 10x the amount of creators that are here.” We chatted with Rosenblum and Chaudry at Creator Beach in Cannes, where they shared their best advice for creators looking to make the most out of their experience ahead of planning for next year. Continue reading here.—JN
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Sponsored By Optimizely  |
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EVENTS Cancel your meetings  Morning Brew Inc. |
You’re currently doing the job of six people. Why spend your September 30th doing more of that? Join us at the Marketing Brew Summit in NYC to hear how Netflix, Taco Bell, and others are navigating the “next big thing” without losing their minds. We’ve got insights, networking, and a full day of content that won’t make you check your inbox. |
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french press  Morning Brew |
There are a lot of bad marketing tips out there. These aren’t those. In the bag: Advice from Dagne Dover’s co-founder and CEO on leveraging word-of-mouth as a marketing channel and results from cutting paid spend. Inbox first: A marketer’s guide to Substack. Old is gold: A breakdown of how brands are marketing to older consumers.
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IN AND OUT  Francis Scialabba |
Executive moves across the industry.
- Airbnb is bringing on OpenAI vet Michael Tabtabai as creative VP, starting next month.
- Whoop, a health-focused wearables company, hired Nike alum Dirk-Jan van Hameren as CMO.
- Petite Plume, a sleepwear and lifestyle fashion brand, hired a new CMO, Rebecca Goldman. She joins from Manolo Blahnik, where she was VP of marketing and communications.
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