The Implications of Banning TikTok for Millions
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Black Friday 2024 vs Black Friday 2025: What This Year’s Data Tells Us and How Brands Should Prepare for the Holiday Rush
November 28, 2025
Black Friday 2024 vs Black Friday 2025: How Performance Is Shifting and What Brands Must Do to Win This Year Black Friday doesn’t happen in a vacuum. It’s the culmination of twelve months of shifting platform behavior, rising costs, new consumer expectations, and the subtle changes you feel long before the holiday discounts roll out. [...]
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Navigating Common Objections for Marketers with Structure, Not Spin
November 26, 2025
Why Objections Matter More Than the Pitch Every growth conversation eventually circles back to the same set of questions. They appear in different forms, with different phrasing, at different points in the relationship, but they always surface. A founder might whisper them. A CMO might sharpen them. A private-equity partner might mask them in spreadsheets. [...]
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Management Fees for Agencies Explained: What They Are, Why They Exist, and How Both Sides Benefit
November 26, 2025
Marketing budgets rarely fail because of the creative. They fail because the business relationship is unclear, underfunded, or structured in a way that forces the agency to make tradeoffs their clients never see. That is where management fees come in. They shape how an agency allocates time, talent, and accountability. They influence how a client [...]
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2025 Hawke Media BFCM Deal Roundup : Your Guide to the Season’s Best Brand Moments
November 24, 2025
The holiday season always reveals something about the state of commerce. Every year carries its own tempo. Some years feel experimental. Others feel conservative. But this year feels particularly intentional. Brands are approaching Black Friday and Cyber Monday with the calm focus of seasoned operators who know that performance comes from preparation, not panic. As [...]
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Last-Minute BFCM Hacks That Actually Work
November 24, 2025
Black Friday and Cyber Monday always feel like they arrive faster than anyone expects. You spend weeks preparing, but somehow that final stretch still feels like a sprint down a hallway where the lights are turning off behind you. Marketing leaders call this the scramble zone, and every year it reveals the same truth: even [...]
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Fly By News - Week of 11.14
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November 14, 2025
This week’s Fly By News is all about clarity. Platforms are getting exposed, brands are getting bolder, and marketers are gearing up for 2026 with a mix of caution and ambition. If you work in digital, paid media, creative, or strategy, these are the stories that actually move the needle. Scam Ads and Brand Safety: [...]
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Fly By News - Week of Oct 31
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October 31, 2025
There’s a new kind of accountability sweeping through marketing right now, and it’s coming from every direction. Regulators are cracking down on deceptive claims, search algorithms are punishing lazy content, and creators are being treated like growth channels instead of glittery billboards. The result is a market correction of sorts: authenticity, substance, and measurable impact [...]
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Brita’s Subversive TikTok Strategy: Personified Voice and Viral Engagement
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October 24, 2025
Brita has recently rebranded its social media presence, especially on TikTok, into a surreal, subversive performance that’s racking up millions of views. Gone are traditional, polished product ads. In their place? Singing sharks, glum robots, and a kitten-inspired hydration anthem called “Bwita.” These chaotic characters anchor Brita’s absurdist, meme-friendly content strategy. They croon, lament thirst, [...]
Read More![Grow Smart: The ROI-Driven Marketing Playbook [Part 2]](https://hawkemedia.com/wp-content/uploads/2025/10/v1-Part-2-Karlon-Group-Social-Post-819x1024.jpg)
Grow Smart: The ROI-Driven Marketing Playbook [Part 2]
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October 21, 2025
This is the second article in a five-part series about ad spend ROI, authored by Karlon Group. In this article I’ll explain how to look at ad spend ROI in the early days, when you have a modest marketing budget, a limited marketing tech stack, and a lean team. Before diving in, let’s recap a [...]
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Fly By News - Week of Oct 17
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October 17, 2025
Ad industry leans into “humanness” as AI looms larger The creative pendulum is swinging back to the human touch. At Advertising Week New York, speaker after speaker echoed the same mantra: emotion is the last moat. As generative AI floods feeds with infinite sameness, the industry is rediscovering the value of lived experience, imperfection, and [...]
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Paris Fashion Week 2025: What Happened, Why It Matters, and How to Turn the Afterglow into Growth
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October 14, 2025
Paris closed the season with a burst of new leadership, high-impact staging, and a reassuring signal that luxury appetite is stabilizing. What follows is a clean, marketer-friendly readout you can hand to your CMO or use to brief your team. It blends the on-runway story with practical moves you can execute across ecommerce, content, and [...]
Read More![Grow Smart: The ROI-Driven Marketing Playbook [Part 1]](https://hawkemedia.com/wp-content/uploads/2025/10/v2-Karlon-Group-Social-Post-819x1024.jpg)
Grow Smart: The ROI-Driven Marketing Playbook [Part 1]
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October 7, 2025
Article #1 Introduction: The Fundamentals of Performance Marketing ROI This is the first article in a five-part series about performance marketing ROI, authored by Karlon Group. The series is meant for professionals in the digital consumer space that want to better understand how to measure ad spend ROI. If you’re a CEO, CFO, or CMO [...]
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The AI Advantage for Black Friday and Cyber Monday: Do’s, Don’ts, and Lessons Learned
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October 1, 2025
The best Black Friday and Cyber Monday teams do not win with bigger promo codes. They win with sharper decisions made faster than the competition. Generative AI helps you do that at scale, but it only pays off if you pair the tools with real customer insight, guardrails, and a clear revenue model. Consider this [...]
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Black Friday Without the Bleed: The Deep Discount Dilemma
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September 16, 2025
Every November, the digital marketplace feels like a battlefield. Retailers drop prices by 40, 50, sometimes even 70 percent, hoping to drown out competitors and capture fleeting customer attention. But behind the curtain, a different story plays out: profits shrink, returns surge, and customer loyalty erodes. One founder described it bluntly after last year’s Black [...]
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The Labubu Playbook: Turning Oddities into Obsessions
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September 4, 2025
Walk down any street in Hong Kong or spend a few minutes on TikTok and you will encounter that plush-faced, rabbit-toothed creature that has become one of the most recognizable icons in Asia’s pop-culture zeitgeist. Labubu, created by Kasing Lung for the The Monsters series from POP MART, has transcended toy status to become a [...]
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