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Walmart went bigger with 121%, and Temu increased its media spend by a staggering 404%."},{"_id":"WZ3XL5AM3RCIVBSNW7TEAXIABA","additional_properties":{"_id":1743621616786},"type":"text","content":"By analyzing a companyâs SOV alongside its year-over-year growth (or decline) in media spend, MediaRadar developed a useful framework to identify âTitansâ (dominant industry players) and âFuture Titansââchallenger brands that arenât yet dominant incumbents but are rapidly closing the gap by unabashedly investing in their brand and using original creative and media strategies to stand out. Using that framework, we recognized the Chinese e-commerce company Temu as a Future Titan in 2024."},{"_id":"RAPTI57FPFAGLGDTGLFI5M2V6M","additional_properties":{"_id":1743621616787},"type":"text","content":"Accolades are nice, but the key benefit of the Future Titans framework is that it allows us to identify media patterns worth emulating. For example, letâs look at what retailers could learn from Temuâs recent media strategy."},{"level":4,"_id":"BSBBJQKNJREFLFFSIRQHXNKIYI","additional_properties":{"_id":1743621616788},"type":"header","content":"Be different, stay agile"},{"_id":"46ZOI3JZCVAKVDYVUZ4QI7USMM","additional_properties":{"_id":1743621616789},"type":"text","content":"Temu made a big splash with multiple showings of its Super Bowl ad in 2023, but the new online retail darling only spent 8% of its media budget on TV that year. Fast forward to 2024 (and another Super Bowl ad), and that number dropped to 2%. So where is the company spending the bulk of its advertising budget? Nearly two-thirds (64%) go to digital channels like paid search, display and online video, and one-third (34%) went to paid social."},{"_id":"BWUFVBLBQVCS5J5K7OHZXBLTP4","additional_properties":{"_id":1743621616790},"type":"text","content":"Two things stand out about Temuâs media mix: itâs considerably different from its peers, and itâs also very different from one year to the next."},{"_id":"LJVBGJ7ODJAKRB5RVHJRHFA24M","additional_properties":{"_id":1743621616791},"type":"text","content":"Many top retailers still rely heavily on TV to build their media presence. Loweâs, for instance, spent 30% of its budget on TV in 2024, and Kohlâs spent 27%. Not Temu. And while the rest of the retail world remains relatively timid with paid social (it represented just 11% of media budgets among all retailers in 2024, and only 9% among top retailers), Temu threw caution to the wind and allocated 34% of its budget to paid social. The brand is now nearly ubiquitous (and largely unchallenged) on Facebook and Instagram, where itâs able to target consumers of all ages with personalized offers."},{"_id":"XK4F7KW7BVEBBLCG5JCNWQCKFM","additional_properties":{"_id":1743621616792},"type":"text","content":"To deliver on that strategy, Temu reallocated nearly 60% of its budget to different channels in 2024 while the industry averaged 5%. Itâs difficult to predict how âthe worldâs biggest online dollar storeâ will fare in 2025 considering the impact of new tariffs and anticipated changes to de minimis provisions in the U.S., but Temuâs willingness to stand apart and experiment with its media mix are big reasons for its success."},{"level":4,"_id":"KQYRGDJVMVH6NMZTFDV26HFZOI","additional_properties":{"_id":1743621616793},"type":"header","content":"Donât spend less, spend smarter"},{"_id":"24OETY2HZBFAZCTQGVN6IPW3M4","additional_properties":{"_id":1743621616794},"type":"text","content":"Marketing budgets are often the first to get hit during difficult times, but there are plenty of cautionary tales of brands that stopped advertising during a crisis and never fully recovered. For Titans like Amazon and Walmart and Future Titans like Temu, a crisis is an invitation to make every dollar work harder, not cut spending."},{"_id":"DHJXBJCTNFC7BP2TIV4IQMEN4Q","additional_properties":{"_id":1743621616795},"type":"text","content":"Those leaders showed the way in 2024 by filling the void left by their competitors, fine-tuning their creative messaging to highlight their price advantage and remixing their media investments to engage consumers more strategically. âWe have to acknowledge that we are in an uncertain time,â Walmart chief financial officer John David Rainey said during a recent earnings call, âand we donât want to get out over our skis here, (...) but we feel good about our ability to navigate the environment.â"},{"_id":"ILC7FVFB2NAQNEZSH4ZK6PP33Y","additional_properties":{"_id":1743621616796},"type":"text","content":"Itâs time to start thinking like a Titan."},{"_id":"5546RMS4A5BPJAAW6B6GBY6GW4","additional_properties":{"_id":1743621616797},"type":"text","content":"MediaRadar, now including the data and capabilities of Vivvix, powers the mission-critical marketing and sales decisions that drive competitive advantage. Our competitive advertising intelligence platform enables clients to achieve peak performance with always-on data and insights that span the media, creative, and business strategies of five million brands across 30+ media channels. By bringing the advertising past, present, and future into focus, our clients rapidly act on the competitive moves and emerging advertising trends impacting their business."}],"subheadlines":{"basic":""},"description":{"basic":"The Future Titans of Retail report shows that top retailers like Walmart, Amazon and Temu are increasing their share of voice and diversifying their media mix."},"language":"","source":{"system":"Drupal","name":"crain","source_type":"article","source_id":"3b4ce339-b803-46ac-9d3e-15623bbe184d"},"taxonomy":{"sections":[{"path":"/advertising-news","parent":{"default":"/"},"_website":"adage","parent_id":"/","name":"News Archive","description":null,"_id":"/advertising-news","additional_properties":{"original":{"parent":{"default":"/","primarySidebarNavigation":null,"headerNavigationLinks":null},"site":{"url_alias":"/advertising-news","site_description":null,"site_title":"News Archive"},"inactive":false,"node_type":"section","_website":"adage","name":"News 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Each role sharpens me, making me a more intuitive, strategic and compassionate leader. Motherhood taught me to prioritize what truly matters, delegate with trust and embrace the beauty of imperfection. Leading in advertising fuels my ambition, challenging me to think bigger and push further. These roles donât competeâthey collaborate. They make me more attuned to the needs of my team, more open to fresh perspectives and more determined to create space for others to thrive. I donât check parts of myself at the door; I bring my whole self to the table. My definition of success isnât about doing less; itâs about showing up fully. 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And thatâs exactly what makes them such good creative thinkers. Every woman in advertising that Iâve met comes to the table already comfortable with challenging the way things have always been done. Having navigated obstacles throughout their careers, theyâve developed a knack for spotting outdated processes and finding better ways to get things done. The result is their teams tend to move faster and adapt more readily to changes in the market. They have an implicit agility in responding to market shifts and consumer demands. Their willingness to disrupt established norms stems from practiced resilience and strategic insight gained by being comfortable running through brick walls. âTaylor Marks, director of strategy, SixSpeed"},{"_id":"O5MDUHKWRVBBHN345M7CGLU3F4","additional_properties":{},"type":"text","content":""},{"owner":{"id":"crain"},"address":{},"auth":{"1":"ca95a75ba0021ddeaf06ba4f92a6681c27e9fba0ea24e050fb67f12f89a0cffb"},"caption":"Vanessa Duff, Finn Partners","source":{"system":"Drupal","source_type":"other","source_id":"ca243cfe-afd9-4389-9255-c3f4b2a2b08c","additional_properties":{"editor":"photo center"}},"type":"image","distributor":{"mode":"reference","reference_id":""},"version":"0.10.9","url":"https://cloudfront-us-east-1.images.arcpublishing.com/crain/6UDDHS4V2F3QIIXCTZPV4J7EUU.jpg","licensable":false,"planning":{},"alt_text":"","credits":{"affiliation":[{"name":"Finn Partners","type":"author"}],"by":[]},"subtitle":"","width":400,"_id":"6UDDHS4V2F3QIIXCTZPV4J7EUU","additional_properties":{"fullSizeResizeUrl":"/resizer/v2/6UDDHS4V2F3QIIXCTZPV4J7EUU.jpg?auth=ca95a75ba0021ddeaf06ba4f92a6681c27e9fba0ea24e050fb67f12f89a0cffb","keywords":["aa_drupal"],"proxyUrl":"/resizer/v2/6UDDHS4V2F3QIIXCTZPV4J7EUU.jpg?auth=ca95a75ba0021ddeaf06ba4f92a6681c27e9fba0ea24e050fb67f12f89a0cffb","link":"","originalUrl":"https://cloudfront-us-east-1.images.arcpublishing.com/crain/6UDDHS4V2F3QIIXCTZPV4J7EUU.jpg","published":true,"resizeUrl":"/resizer/v2/6UDDHS4V2F3QIIXCTZPV4J7EUU.jpg?auth=ca95a75ba0021ddeaf06ba4f92a6681c27e9fba0ea24e050fb67f12f89a0cffb","thumbnailResizeUrl":"/resizer/v2/6UDDHS4V2F3QIIXCTZPV4J7EUU.jpg?auth=ca95a75ba0021ddeaf06ba4f92a6681c27e9fba0ea24e050fb67f12f89a0cffb&width=300","version":0,"originalName":"AA_20250321_Vanessa-Duff_400X400.jpg","mime_type":"image/jpeg","restricted":true,"galleries":[]},"created_date":"2025-03-24T11:48:44Z","last_updated_date":"2025-03-24T11:48:44Z","alignment":"left","height":400},{"_id":"MAF5PUNLLJA37KBLCGXHONCYEU","additional_properties":{},"type":"text","content":"As with many professions, the original rules for success in this industry were written with only certain people in mind. Iâve watched women play at games where they felt they had to be the strongest man in the room. That formula works, but it can still exclude authentic perspectives from half the population. I say thank you to those women who played the manâs game so the rest of us donât have to. Today, I donât see women playing games as much as I see them building community. This is in the market, on social media and in the workplace. Itâs not that women arenât good at sports, but competition with each other is not us at our best. We make strides when we share our tips for success, take risks together and understand that a win for each other is a win for us all. âVanessa Duff, senior partner and executive creative director, Finn Partners"},{"owner":{"id":"crain"},"address":{},"auth":{"1":"789cd1c0e55afe5d1c69767e695d574321148ced23df2812bf9d4a270a26479f"},"caption":"Lisa Beshara, OneVue/UM","source":{"system":"Drupal","source_type":"other","source_id":"d47e960f-ffb2-4d7f-81d5-8a9d187688da","additional_properties":{"editor":"photo center"}},"type":"image","distributor":{"mode":"reference","reference_id":""},"version":"0.10.9","url":"https://cloudfront-us-east-1.images.arcpublishing.com/crain/F2DRROGWWWFR4CCGKTSRDZJFM4.jpg","licensable":false,"planning":{},"alt_text":"","credits":{"affiliation":[{"name":"OneVue/UM","type":"author"}],"by":[]},"subtitle":"","width":400,"_id":"F2DRROGWWWFR4CCGKTSRDZJFM4","additional_properties":{"fullSizeResizeUrl":"/resizer/v2/F2DRROGWWWFR4CCGKTSRDZJFM4.jpg?auth=789cd1c0e55afe5d1c69767e695d574321148ced23df2812bf9d4a270a26479f","keywords":["aa_drupal"],"proxyUrl":"/resizer/v2/F2DRROGWWWFR4CCGKTSRDZJFM4.jpg?auth=789cd1c0e55afe5d1c69767e695d574321148ced23df2812bf9d4a270a26479f","link":"","originalUrl":"https://cloudfront-us-east-1.images.arcpublishing.com/crain/F2DRROGWWWFR4CCGKTSRDZJFM4.jpg","published":true,"resizeUrl":"/resizer/v2/F2DRROGWWWFR4CCGKTSRDZJFM4.jpg?auth=789cd1c0e55afe5d1c69767e695d574321148ced23df2812bf9d4a270a26479f","thumbnailResizeUrl":"/resizer/v2/F2DRROGWWWFR4CCGKTSRDZJFM4.jpg?auth=789cd1c0e55afe5d1c69767e695d574321148ced23df2812bf9d4a270a26479f&width=300","version":2,"originalName":"AA_20250321_Lisa-Beshara_400X400.jpg","mime_type":"image/jpeg","restricted":true,"galleries":[]},"created_date":"2025-03-24T11:49:23Z","last_updated_date":"2025-03-25T06:23:19Z","alignment":"left","height":400},{"_id":"NSYZE72GHVETJEL33PEXAQI7BM","additional_properties":{},"type":"text","content":"Womenâs leadership has been and will continue to be vital to the evolution of advertising. My career has been shaped by inspiring female mentors who embody compassion, organization and unwavering dedication. Working mothers, in particular, demonstrate incredible strength and resourcefulness, balancing demanding careers with family life while shaping corporate culture with their leadership. In addition, organizations like She Runs It are crucial to advancing women in the industry through mentorship and networking. Iâm proud to be involved in that mission, both through She Runs It and by creating a support network for working mothers called MUMs across IPG Mediabrands. This collective effort empowers women, fosters diverse perspectives and ultimately strengthens the advertising landscape and the way we tell brand stories. âLisa Beshara, executive VP, U.S. managing partner, OneVue/UM"},{"level":4,"_id":"GK7RIYRLVFGIZJRWFU2AG534TQ","additional_properties":{},"type":"header","content":"A defining moment for women"},{"owner":{"id":"crain"},"address":{},"auth":{"1":"d8da5feff252b7d647063118cd81f18df581759ee910f34617678670778fbb8c"},"caption":"Jeannette Bohné, Serviceplan Berlin","source":{"system":"Drupal","source_type":"other","source_id":"19523cf8-7697-482d-a9a1-4c36a0fd0ef1","additional_properties":{"editor":"photo center"}},"type":"image","distributor":{"mode":"reference","reference_id":""},"version":"0.10.9","url":"https://cloudfront-us-east-1.images.arcpublishing.com/crain/KLK4QAQP65VWBEMG3VJCSJBYKM.jpg","licensable":false,"planning":{},"alt_text":"","credits":{"affiliation":[{"name":"Serviceplan Berlin","type":"author"}],"by":[]},"subtitle":"","width":400,"_id":"KLK4QAQP65VWBEMG3VJCSJBYKM","additional_properties":{"fullSizeResizeUrl":"/resizer/v2/KLK4QAQP65VWBEMG3VJCSJBYKM.jpg?auth=d8da5feff252b7d647063118cd81f18df581759ee910f34617678670778fbb8c","keywords":["aa_drupal"],"proxyUrl":"/resizer/v2/KLK4QAQP65VWBEMG3VJCSJBYKM.jpg?auth=d8da5feff252b7d647063118cd81f18df581759ee910f34617678670778fbb8c","link":"","originalUrl":"https://cloudfront-us-east-1.images.arcpublishing.com/crain/KLK4QAQP65VWBEMG3VJCSJBYKM.jpg","published":true,"resizeUrl":"/resizer/v2/KLK4QAQP65VWBEMG3VJCSJBYKM.jpg?auth=d8da5feff252b7d647063118cd81f18df581759ee910f34617678670778fbb8c","thumbnailResizeUrl":"/resizer/v2/KLK4QAQP65VWBEMG3VJCSJBYKM.jpg?auth=d8da5feff252b7d647063118cd81f18df581759ee910f34617678670778fbb8c&width=300","version":0,"originalName":"AA_20250321_Jeannette-BohneÌ_400X400.jpg","mime_type":"image/jpeg","restricted":true,"galleries":[]},"created_date":"2025-03-24T11:49:29Z","last_updated_date":"2025-03-24T11:49:29Z","alignment":"left","height":400},{"_id":"T3KCSCSBGJDRDDCKNRRGPMHG6I","additional_properties":{},"type":"text","content":"Why is female or non-cis-male representation more important than ever? Because you have to see it to become it. With every female rising to the C-level, with every girl, woman or female-identifying creative at the table, we broaden the horizon, we shatter the ceiling and we create a path that will turn into a highway for all creatives out there. Because guess what: We donât bring bouncers. We leave the door open. No golden credit card needed. We are actively creating new spaces where we can all shineâyes, most of us were raised on the idea that fame and fortune are limited, but luckily this is simply not true. 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Itâs not modeled after someone elseâbecause for many of us, there werenât women above us to model it after. Itâs not performative, or driven by unchecked ego, or rooted in the belief that leadership only comes from the top. Itâs about showing up as we areâleading with honesty and vulnerability. Thereâs no set title or path. It can be a manager who builds a culture where others thrive, or a freelancer whose work makes everyone jealous. Creatively, women are proving their ideas, references, perspectives, humor and impact arenât just validâthey matter. Theyâre making the work feel truly new, shaping it at every level: concepting, directing and fighting for the small things that make all the difference. 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I have leaned into leading with empathy, curiosity and an unwavering commitment to challenging the status quo. Industry trailblazers reflect this shift: Madonna Badger led the charge against objectification in advertising with her #WomenNotObjects campaign, pushing for a more responsible and empowering portrayal of women (including changes in the Cannes Lions). Marisa Thalberg transformed brands from Estée Lauder to Taco Bell and Loweâs, proving brand storytelling isnât just about selling but connecting on a deeper level. Bozoma Saint John has infused brands like Pepsi, Apple Music and Netflix with unapologetic, culture-driven storytelling, proving that the most memorable marketing comes from authenticity and bold vision. 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(See it here.) âThere have been three people who have had the biggest impact on my career, and theyâve all been women. Women mentor people that are othered better than men.â When I heard him say that the first time, I immediately thought of Shannon Washington of Gotham. Iâve seen her mentor the next generation through radical transparency and fearless feedback in a way I find truly inspiring. She takes the time to share her full self through her mentorship, be it formal or informal. But most importantly, this isnât leadership through fitting a formula. 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Led by Christy Hiler, CEO of Cornett, and Jean Freeman, CEO of Zambezi, âOwn Itâ has evolved from tracking women-owned agencies into an unignorable force of feminine power and influence. Today, less than 1% of North American ad agencies are female-owned. In January, âOwn Itâ hosted its second Womenâs Agency Ownership Summit in L.A., drawing nearly 250 female agency leaders (and their male allies) with one goal: to grow their agencies, their influence and their industry presence. I was lucky enough to attendâand it was pure magic. 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Weâre introducing new perspectives, leading with empathy and a killer instinctâthink tenacity on rocket fuel. Take Susan Golkin, one of most talented creative leaders at VML and the visionary behind Hellmannâs âWhen Harry Met Sallyâ Super Bowl spot. Pure genius. Re-creating an iconic scene, casting Sydney Sweeney and making it resonate with a whole new generation? Thatâs not just luck. Thatâs vision, grit and the ability to bulldoze through every ânoâ until you get to âhell yes!â Susan knew that story would connect, and she fought for it every time a stumbling block got in the way. âAudrey Melofchik, global chief brand experience officer, VML"},{"_id":"FSQSZ6XCVJEYLAWI4FON6SE7PQ","type":"divider"},{"level":4,"_id":"RMQJUAIMJZBJ7BINKBSQTW7Q3I","additional_properties":{},"type":"header","content":"About Amp"},{"_id":"J6X2K3NN3NFUNFK36RZDN62KXU","additional_properties":{},"type":"text","content":"Amp is a platform thatâs integrated with Ad Age and Ad Age Creativity, allowing you to leverage our editorial credibility while showcasing your expertise, accolades and campaigns. For more information visit our FAQ page. Not an Ad Age Amp member? Find your page and claim it today."}],"subheadlines":{"basic":"Amp spotlight: Women are changing the storytelling and the culture, bringing authentic representation, collaboration and emotional intelligence"},"description":{"basic":"Women leaders are transforming advertising with empathy, creativity and collaborationâreshaping how brands connect with culture and consumers."},"source":{"system":"Drupal","name":"crain","source_type":"article","source_id":"34ea22b4-31c8-4e18-ad53-3d052988ba93"},"taxonomy":{"sections":[{"path":"/advertising-news","parent":{"default":"/"},"_website":"adage","parent_id":"/","name":"News Archive","description":null,"_id":"/advertising-news","additional_properties":{"original":{"parent":{"default":"/","Possible-Conference":"/","primarySidebarNavigation":null,"headerNavigationLinks":null},"site":{"url_alias":"/advertising-news","site_description":null,"site_title":"News Archive"},"inactive":false,"node_type":"section","_website":"adage","name":"News 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