Author: Kimeko McCoy

Search & Affiliate Marketing Strategist since 1993

The case for and against influencer-led Super Bowl ads

While creators have established themselves as essential marketing assets, A-list celebrities continue to dominate Super Bowl ads. At $8 million for a 30-second Super Bowl spot, celebrities are expected to maintain their monopoly on Big Game commercials this year, keeping influencers and creators in the wing for social and experiential campaigns.

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The Creator Economy

After early success, the NFL plans more creator-led broadcasts

“It’s just viewership demographics. You cast a really wide net of people watching it, and you want as many people as possible to recognize the person you’re putting on the screen,” said Jerry Hoak, chief creative officer at The Martin Agency. (Ritz, a client of The Martin Agency, will air a 30-second commercial during the third quarter of this year’s Super Bowl. The agency declined to share further details about the spot.)

Brands like Bud Light and Raisin Bran will feature celebrities in their Super Bowl ads this year.

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Epsilon, MiQ and Pinterest are among this year’s WorkLife Awards finalists

Companies are prioritizing people-first cultures that support employees as whole humans, not just workers. In this landscape, flexible, modern work models are becoming foundational — giving employees autonomy while maintaining strong connections and collaboration. As reflected by this year’s WorkLife finalists, workplaces are investing in community-building programs that foster stronger connections, whether employees are new, remote or navigating major life stages.

For instance, in the Best Onboarding Process category, finalist Epsilon is recognized for an onboarding program that reinforces the company’s core values while helping nearly 9,000 associates across global teams feel connected from day one. Built for a workforce shaped by growth through acquisition, the program addresses the complexity of Epsilon’s business with a structured three-day experience that blends IT and HR essentials with clear insights into the company’s platforms, clients and mission. Rather than treating onboarding as a one-time event, Epsilon positioned it as a launchpad, ensuring new hires quickly understand how their roles contribute to broader business outcomes and client value. 

MiQ is nominated in the Best Employer for Parents category for its inclusive approach to parental support, designed to eliminate inequity between birthing and non-birthing parents. MiQ introduced a unified parental leave framework that treats all caregivers equally, regardless of how a family is formed. The policy provides six months of fully paid leave, protects bonus eligibility and commissions and encourages employees to take meaningful time off to focus on family and recovery, reinforcing that care and ambition can coexist. MiQ extended that commitment beyond policy with programs, such as the Parent Pals program, that support parents before, during and after leave.

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