Campaign Chemistry

Liquid I.V. wants you to “take a look at your pee” this Super Bowl and beyond.
The powdered hydration brand appeared last night on America’s “biggest stage,” a la singing toilets, to encourage viewers to pay attention to the major signs of dehydration, particularly during bathroom breaks.
On this episode of Campaign Chemistry, Liquid I.V. CMO Stacey Andrade-Wells joins immediately after the Big Game to give us a behind-the-scenes look at the brand’s journey to its big Super Bowl debut. 
The sound bite
"Could I have imagined that I would be putting singing toilets on the Super Bowl? No, certainly not.”

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On February 8, “the world will dance” to Bad Bunny’s Super Bowl halftime show. But for the Hispanic and Latino community, the sight of a global superstar — with a Spanish-only album currently dominating the charts and, most recently, the Grammy Awards — performing on America's “biggest stage” holds a different meaning against the backdrop of a volatile anti-immigrant climate.
In this episode, host Luz Corona sits down with Orcí CEO Marina Filippelli and EchoCultura Consulting founder Michael León-Rivera to discuss the cultural weight of Bad Bunny’s performance at the Super Bowl and his recent Grammy wins, framing him as a symbol of the “contradictions in Puerto Rican identity.” The group also digs into a ThinkNow study regarding the impact of immigration raids on Hispanic consumer behavior as the sobering data demonstrates the decline of “The American Dream” and how it has led to shifts in shopping habits, including a decrease in in-store visits due to fear and community tension.
Lastly, the group provides insight into how they are staying grounded as Hispanic leaders while navigating a polarizing news cycle.
The sound bite
“The consumers are much more complicated than we make them. We want them to fit within our psychographics, but we need to remember that many Hispanics live in mixed-status households." 
The key takeaways
While anyone can buy media reach, real brand love and loyalty are built through actions, respect and a deep understanding of what the consumer is facing.
Turning away from multicultural consumers because the conversation feels “too complicated” is dangerous. Inaction allows competitors to capture the loyalty of rising generations such as Gen Z.
Brands should focus on making progress rather than achieving “perfection.” Moving forward with small, honest actions aligned with core values is more effective than remaining frozen in fear.
Recent data shows a sharp decline in patriotism and optimism among U.S. Hispanics. Marketers must recognize that the traditional “American Dream” narrative may no longer resonate as it once did.
Socio-political events, such as immigration raids, directly influence shopping habits. Fear can lead to a reduction in in-store visits and a general pullback in economic spending.
There is often a tension between corporate shareholder priorities and a brand’s mission. Marketers must navigate these “internal contradictions” to ensure the brand’s public image remains human-centric.
Multicultural marketing is not Illegal. Despite the current political climate and fears of backlash, it is critical to remember that specifically targeting and supporting multicultural communities is a legitimate and necessary business practice.
Figures such as Bad Bunny serve as a “pedestal” for the community. When a trusted voice speaks on values like love and empathy, it carries more weight than a traditional brand message.
Hispanic households are frequently multi-generational. Younger, more socially conscious members often influence the shopping patterns and brand perceptions of the entire household.
In a volatile news cycle, consumers want to feel understood. Approaching marketing with empathy and compassion helps brands maintain a connection even when consumers feel insecure or unsure about the future.
The reference links =
Immigration Raids Impact Study by ThinkNow
Standing Together: An Evening of Solidarity Fundraiser on February 20, 2026
Thought leadership from Rivera:The Curious Case of Puerto Rico Within the Marketing Landscape
What Brands Can Learn From the Power of Latinx Superheroes 
More Than Family and Soccer: Why HHM Campaigns Can Feel Hollow

Campaign US Super Bowl coverage

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In an era where consumer attention is more fractured than ever, the traditional "ad" is no longer the cure-all for a brand's woes. 
This week, BBDO Worldwide's Nancy Reyes, global president and CEO, and Chris Beresford-Hill, global chief creative officer, join Campaign Chemistry to pull back the curtain on the agency's next chapter.
Following a whirlwind of acquisitions and industry shifts, the leadership duo discuss the much-needed evolution from "creative department" to "business partners." They dive deep into the necessity of upskilling talent for the AI age, the reality of dwindling brand loyalty and why the most successful creatives of the future will be the ones who understand the ins and outs of the client’s business. 
The sound bite
"Creatives need to think beyond just making campaigns."
The key takeaways
Creativity should solve business problems, not just create ads.
Understanding how a business makes money is crucial for success in advertising, especially when working at ad agencies.
The future of advertising requires a blend of creativity and business acumen.
Brand loyalty is diminishing in a fragmented market.
Emerging talent should focus on being business-minded to thrive in the industry.

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

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