Listen To The Show

Transcript

Welcome to The Brief by Kuro House, where we cut through the noise to bring you the marketing stories that matter most. Today, we’re diving into a mix of innovation, transformation, and a few industry shake-ups—so whether you’re on your commute or prepping your next campaign, you’ll leave with actionable insights and a sharper perspective on the shifting landscape.

Let’s start with a major development in the world of programmatic advertising. According to Adweek, The Trade Desk is now requiring all campaign creation to happen on its new Kokai interface, effectively phasing out the older Solimar platform. While users can still manage existing campaigns on Solimar, three agency buyers told Adweek—on condition of anonymity—that they’ve been “locked out” of creating new campaigns there, despite earlier assurances of indefinite access. This forced migration hasn’t been smooth: buyers are running into significant bugs and operational hiccups with Kokai. The move signals The Trade Desk’s commitment to its new technology stack, but it’s also creating friction for agencies that had grown comfortable with Solimar’s tools. For marketers, this is a reminder of how dependent we are on platform roadmaps—and how crucial it is to stay nimble when vendors make sudden changes to core workflows.

Switching gears to the luxury travel sector, Adweek’s Marketing Vanguard podcast featured Kristen Lauria, chief customer and marketing officer at Wheels Up. Lauria’s journey from aerospace engineering to marketing leadership is as fascinating as her approach to brand transformation. Wheels Up is redefining private aviation with innovative membership models and strategic partnerships, but Lauria says the real secret is translating complex business offerings into clear customer value. She emphasizes “customer centricity on steroids”—where personalization goes far beyond remembering a client’s name, extending to anticipating needs like ground transportation or dining preferences before the customer even asks. Lauria also shares a compelling stat: influencer marketing now drives twice as many sales as display advertising, with a 37% higher retention rate. Tools like Awin help brands tap into this power by blending influencer and affiliate marketing for seamless, full-funnel tracking and optimization. Lauria’s leadership philosophy is hands-on and collaborative—she encourages her team to challenge her decisions and bring alternative ideas, fueling innovation during times of change. For marketers, her message is clear: in luxury or otherwise, authentic, anticipatory experiences drive loyalty and word-of-mouth growth.

Now, let’s talk about a global brand making a splash in American pop culture. As Adweek reports, Beijing-based Pop Mart—the company behind collectible toy sensations like Labubu and Mokoko—is making a bold play for North American hearts and wallets. Their biggest move yet? A debut float at the 99th Macy’s Thanksgiving Day Parade this November. The float, titled “Friendsgiving in Pop City,” will feature 16-foot-tall inflatables of characters like Labubu, Mokoko, Skullpanda, Molly, Dimoo, and Peach Riot—taking these typically pocket-sized figurines to massive new heights in New York City. Pop Mart is also launching a holiday pop-up at Macy’s Herald Square and a Skullpanda pop-up at 1 Penn Plaza. With a Hollywood movie in the works for Labubu, Pop Mart is clearly aiming for global stardom, leveraging experiential marketing and cultural moments to build brand love far beyond its Beijing roots.

In the media world, all eyes are on HBO and Warner Bros. Discovery as the company navigates a high-stakes sales process. But as Adweek details, Casey Bloys—HBO and HBO Max’s content chairman and CEO—isn’t sweating the uncertainty. During his 2026 Global Programming Slate presentation, Bloys previewed returning series like The Pitt, I Love LA, and Euphoria, as well as new titles such as Rooster, DTF ST. Louis, and Half Man. When pressed about the future of his division under potential new ownership (with Netflix, Comcast, and Paramount Skydance all reportedly in the running), Bloys told reporters he’s “not concerned.” His advice to his team? Stay focused on creating the most impactful programming, regardless of the corporate chess game unfolding above them. With Warner Bros. Discovery preparing to split its streaming and studios from its cable division by mid-2026, Bloys is keeping his attention on the work, not the speculation—a lesson in leadership under pressure that’s relevant for any marketer facing organizational change.

Finally, let’s look at retail and advertising convergence with Walmart’s latest earnings, as reported by Adweek. Walmart’s global advertising business grew a staggering 53% year-over-year in Q3, a figure that includes its acquisition of Vizio. In the U.S., Walmart Connect saw a 33% jump, while overall Q3 revenue hit $179.5 billion—up 5.8% from last year. Membership revenue also surged, with international membership up 34%, driven by Sam’s Club China. Walmart now reaches 95% of American households with deliveries within three hours, thanks largely to automation: over half of fulfillment center volume now comes from automated systems, translating into lower shipping costs and faster service. Walmart is also moving its stock listing from the New York Stock Exchange to Nasdaq, a move that aligns it with tech-forward peers like Amazon, Microsoft, and Apple. For marketers, Walmart’s transformation is a case study in how retail giants are leveraging technology, automation, and advertising to create new revenue streams and redefine customer convenience.

That’s it for today’s edition of The Brief. Whether you’re navigating platform transitions, reimagining customer experience, or watching the lines blur between commerce and media, these stories remind us that marketing is always in motion. Stay curious, stay adaptable, and we’ll see you tomorrow with more insights to keep you ahead of the curve. Thanks for listening!