A revived lumberjack. A sneaker storytelling debut from Malia Obama. And Meta’s not-so-subtle mission to erase ad agencies. This week’s Marketer’s Storybook is your cheat sheet for the boldest, weirdest, and most strategic brand plays in the game.

This week’s lineup includes:

• Brawny gives its iconic mascot a modern glow-up
• LinkedIn positions itself as the future of B2B streaming
• Google leans harder into AI at NewFronts
• Malia Obama directs a culture-rich Nike spot
• Sephora goes full court press on women’s basketball
• Meta plans to replace ad agencies with AI (yep, really)
• The Honest Kitchen embraces chaotic pets
• QVC targets Gen X with a TikTok livestream
• DOJ tells Google to break up with ad tech
• TikTok’s ban deadline gets a Trump-sized extension (again)

Let’s dive in.

This Week’s Marketing Stories

A curated mix of breaking news, insights, and trends, each with actionable takeaways to inspire your brand storytelling.

1. Brawny Man Gets a Glow-Up

Brawny’s iconic lumberjack is back, but this time he’s filming GRWM videos and speaking Gen Z slang (awkwardly). The campaign, “Summon the Strongest,” supports a new 3-ply product launch while giving the 50-year-old brand hero a culturally fluent makeover. Expect TikToks, influencer collabs, and a fourth-wall-breaking wink.

Key Takeaway: Brand mascots aren’t dead, but they do need to evolve. Brawny shows how heritage can be a strategic asset when paired with fresh cultural cues and digital-first storytelling. Read more

2. LinkedIn Bets Big on B2B Streaming

At its first-ever NewFronts presentation, LinkedIn doubled down on video, spotlighting new creator-led shows and rebranding its video ad program to “BrandLink.” With Gen Z and millennial buyers dominating B2B, LinkedIn is pushing into entertainment to stay relevant.

Key Takeaway: B2B buyers binge content like consumers. To win them, LinkedIn is positioning itself not just as a platform, but as a streaming network for professional inspiration. Read more

3. Google Injects AI into Ad Buying

Google’s DV360 platform just got a major AI infusion. From building custom deal packages to conversational reporting, the pitch is clear: AI will simplify complexity for media buyers. And with retail media on the rise, Google is expanding inventory via new partnerships with Costco, United Airlines, and more.

Key Takeaway: Google is reshaping how advertisers plan, buy, and optimize, and this is just the start. Brands must get fluent in AI-driven media tools or risk falling behind. Read more

4. Malia Obama Makes Her Directorial Debut for Nike

Malia Obama directs two short films for A’ja Wilson’s signature Nike sneaker, the A’One, blending nostalgia, empowerment, and storytelling rooted in place and purpose. From Big T’s Bar-B-Que to a remix of “Miss Mary Mack,” it’s a culturally rich brand moment that feels personal and fresh.

Key Takeaway: Nike continues to prove it’s not just selling shoes – it’s selling stories. When brand, creator, and subject align, the results are unforgettable. Read more

5. Sephora’s Full-Court Press into Women’s Basketball

With three WNBA partnerships, a glam room in a basketball league, and a starring role in Netflix’s Running Point, Sephora is going hard on hoops. It’s part of a broader push to show up across unexpected cultural spaces, especially those resonating with women.

Key Takeaway: Sephora is rewriting the playbook for beauty marketing and showing how a brand can spark relevance by championing new communities and narratives, not just categories. Read more

6. Meta’s ‘Infinite Creative’ Vision Spooks Agencies

In a now-viral quote, Zuckerberg outlined a future where advertisers plug in their bank account and Meta handles everything from creative to copy, targeting, optimization. The industry’s response? Let’s just say, not thrilled.

Key Takeaway: Meta’s ad ambitions aren’t just disruptive, they’re existential. For marketers and agencies, this is your wake-up call to define your value before platforms do it for you. Read more

7. The Honest Kitchen Shows Pets at Their Worst

In its first big brand campaign, The Honest Kitchen embraces the mess: muddy paws, shredded couches, and all. The cheeky message? Even bad dogs deserve good food. It’s a bold move in a category saturated with perfect pets and polished ads.

Bonus: Up through May 10th, the company is hosting a contest offering people a chance to share their pet’s naughtiest moment HERE before May 10th. Entrants will receive a free bag of treats from The Honest Kitchen and be entered for a chance to win a year’s supply of The Honest Kitchen food and a luxury bed bundle from Naturepedic – with an organic mattress for pet and parent.

Key Takeaway: Authenticity isn’t always cute – and that’s the point. This campaign stands out by telling the truth all pet parents know: love is unconditional, even when your carpet isn’t. I also love the voice at the end of the spots, showcasing how people adopt a different tone with their pets. Read more

8. QVC Goes Live on TikTok for Gen X Women

QVC is hosting an 8-hour livestream shopping event on TikTok, featuring 100 creators and exclusive drops targeted at women over 50. It’s part of its “Age of Possibility” platform and proof that Gen X is shopping where you least expect.

Key Takeaway: As someone who grew up with a Mom that constantly was streaming QVC, I cannot help but draw comparisons to the success of live shopping on TikTok – albeit for a younger generated. But, here’s the thing: TikTok isn’t just for Gen Z. QVC is betting big on cross-generational livestream shopping – and the early signals say it’s working. Read more

9. DOJ Tells Google to Break Up Its Ad Business

The U.S. Department of Justice is calling for Google to sell its ad exchange (AdX) and publisher ad server (DoubleClick for Publishers), citing monopoly abuse. The proposed remedy? A forced breakup, stricter rules on interoperability, and a 10-year ban on Google running an ad exchange. Google’s fighting back — but the ripple effects are already here.

Key Takeaway: If you’re a brand relying heavily on Google’s ad stack, it’s time to audit your media strategy. A more fragmented and competitive ad tech ecosystem could be coming. Get ahead by diversifying spend, revisiting your DSPs, and shoring up your first-party data game. Read more

10. TikTok’s Ban Deadline Gets Another Trump Extension

Despite a formal U.S. ban on TikTok pending a U.S. ownership deal, President Trump has extended the sell-off deadline again to June 18th. The reason? Ongoing trade tensions with China and stalled negotiations.

Key Takeaway: Regulatory uncertainty around TikTok isn’t going away. Brands reliant on the platform should build contingency plans now or risk being caught in digital limbo. Read more

My Stories

Life Lately in London: Parks, Plates & Hidden Gems

From Regent’s Park roses and canal strolls to Philly cheesesteaks in a Waterloo tunnel, my latest vlog is a love letter to London’s everyday magic. Whether you’re a visitor or a local, this video is packed with ideas for scenic walks and must-try bites, including the city’s conveyor-belt cheese bar (yes, really).

Your Brand Story Needs The Force

In honor of Star Wars Day, I shared a LinkedIn post reflecting on the time I battled a stormtrooper at a Disney x Sprinklr event and how it reminded me that every great brand needs a great origin story. From emotional resonance to narrative clarity, your story is what makes people care. Read the post

Would Your Brand Pass the Coffee Test?

In a recent post, I asked a simple question: if someone browsed your brand materials over coffee, would they walk away emotionally connected and ready to act? If not, it’s time to revisit your storytelling strategy. Because strong storytelling isn’t just informative, it’s what builds trust, desire, and momentum. Read the post

Unlock More of My Stories

🌍 Website: JessicaGioglio.com Your one-stop shop for all my books, speaking engagements, and blog posts on marketing and storytelling.

📚 Books:

• The Power of Visual Storytelling: Learn how to shape a visual story around your brand using images, videos, GIFs, infographics, and more. Get your copy here.
• The Laws of Brand Storytelling: The definitive guide to using storytelling to win over customers’ hearts, minds, and loyalty. Grab it here.

📱 Social Media:

• LinkedIn
• Twitter/X
• Instagram
• YouTube

Let’s connect and keep the conversation going!

Until Next Time

Thank you for being part of this journey. Whether you’re here for marketing trends, storytelling inspiration, or both, I’m so grateful to have you along for the ride.

Keep telling the stories that matter, Jessica