Morning Brew - ☕ It takes two

Making brand partnerships work.
March 31, 2023

Marketing Brew

Intuit Mailchimp

Today is Friday. We hope your day is as good as Gwyneth Paltrow’s after winning (Gwynning?) her court case. She may never get that half day of skiing back, but we’ll always have the memories.

In today’s edition:

—Alyssa Meyers, Ryan Barwick, Minda Smiley


Collaboration nation

Two shaking hands on a light blue background with two abstract lines Amelia Kinsinger

Some brand collabs, like Doritos and Taco Bell, just make sense. Others are more…surprising, like Balenciaga and Crocs, or Crocs and Hidden Valley Ranch, or Hidden Valley Ranch and Van Leeuwen, or Van Leeuwen and Kraft Macaroni & Cheese. We could continue the chain, but we’ll spare you.

The popular move, which some marketers said originated in the fashion and sneaker industries, ideally benefits both brands involved. But some have also gone awry (remember Target and Neiman Marcus, or Lego and Shell?).

“Setting out to do a collab just to say you’ve done a collab—and I do think some brands do that—it never works, because people see right through that,” Stacy Taffet, SVP of brand marketing for Frito-Lay, told Marketing Brew. “If it’s not something that is giving your fans, giving your consumers something of value…it’s probably not worth doing.”

So when is it worth doing? Marketers with experience crafting collaborations told us it’s important for brands to focus on creating a unique offering and finding brand alignment, even if that means turning down partnerships from time to time.

Synergize: Collabs are all about “synergy,” a term used by more than one exec. Taffet said that’s one of the first things she discusses with potential brand partners. Take Doritos and Stranger Things: Both brands are rooted in nostalgia, with strong ties to the ’80s (the Cool Ranch flavor rolled out in 1986), she explained.

If brand alignment is missing, Taffet said her team will walk away from offers—and has had other brands walk away from them. “It’s definitely not worth hurting the equity of your brand,” she said.

Continue reading here.—AM



Next-level email marketing, delivered

Intuit Mailchimp

Email marketing has always been essential, and marketers are no strangers to sending customized messages. But what they may not know is how much more they could be doing with their emails.

Is your content engaging with the right audience at the right time? Not sure? No sweat. Mailchimp can help you elevate the effectiveness of your emails from creation to post-send.

Start with their Segmentation tool to specify your send list, employ Automation to customize the customer journey, and mix in some snazzy Design and Content Generation capabilities to spice up your style. Think that’s all? It’s only the start.

See how Mailchimp can level up any send.


AMERICA versus ad tech?

apps on a phone P. Kijsanayothin/Getty Images

Big Tech is really just Big Ad Tech, it seems.

An antitrust bill introduced this week in Congress would require digital advertising companies to divest or sell parts of their businesses if they process more than $20 billion in digital ad transactions. That threshold would be comfortably (or, perhaps, in their cases, uncomfortably) cleared by the likes of Google and Meta.

The Advertising Middlemen Endangering Rigorous Internet Competition Accountability Act, or the AMERICA Act, was introduced by Sen. Mike Lee (R-UT), and, according to him, is “functionally identical” to a bill he introduced last year, per AdExchanger.

  • Specifically, the new bill would prohibit digital advertising companies from “owning more than one part of the digital ad ecosystem” if they meet that $20 billion threshold, according to the fact sheet shared by Lee and the bill’s sponsors.
  • A demand-side platform couldn’t own a supply-side platform, and a supply-side platform couldn’t own a demand-side platform, for instance, and “buyers and sellers of digital advertising” couldn’t own either (unless it was for their own inventory), the sheet says.
  • It would also require companies that process more than $5 billion in digital ad transactions to disclose their revenue streams, detailing where the money comes from, according to AdExchanger.

So far, the bill has bipartisan support, with co-sponsors including Senators Amy Klobuchar, Lindsey Graham, Elizabeth Warren, and Ted Cruz. The Department of Justice and state attorneys general would handle enforcement.

Big picture: Lately, it seems like Google hasn’t been able to catch a break. The company is currently being sued by the Department of Justice for operating what the DOJ alleges is an ad-tech monopoly. If this bill is passed without any changes and signed into law, it would, presumably, complicate things for the rest of Big Tech, too.—RB



What now?

SNL gif SNL/NBC via Giphy

It’s been about a week since the CEO of TikTok testified before Congress. Since then, many have wondered what’s next for the app and what a ban might look like.

Last week, we asked if you were rethinking your approach to TikTok right now. Nearly a third said that you are, while the rest said you’re in wait-and-see mode.

Marketers we spoke with said if a ban does happen, they’ll likely pivot to Instagram Reels and YouTube Shorts. If there are other platforms you’re eyeing, hit Reply and let us know.

This week’s poll: If you work in influencer marketing, we’d love to know more about your experiences working with celebrities. At last year’s Marketing Brew summit, House of Wise founder and CEO Amanda Goetz said onstage that even though “every single Kardashian” posted about the brand on Valentine’s Day, their posts ultimately led to “zero sales.”

In your experience, do you typically have more luck with big names when it comes to driving sales, or are smaller influencers the way to go?

Big names
Smaller influencers


French press

There are a lot of bad marketing tips out there. These aren’t those.

Better together: An intro to Collaborative Collections on Instagram.

Look ahead: Keep an eye on trends that could have an impact on your Facebook strategy this year.

Mail time: Check out these tips on email marketing that could help increase factors like clickthrough rates.

Under pressure: Former Global CMO of Amazon Prime Video & Studios Ukonwa Kuzi-Orizu Ojo knows all about growth through change. Hear her keynote on pairing creativity with tight budgets at Iterable’s Activate Summit from April 17–19. Register here.*

*This is sponsored advertising content.


The Brief speaker spotlight: Aidaly Sosa

The Brief speaker spotlight: Aidaly Sosa

If you haven’t noticed, we have an all-star roster of accomplished marketing execs lined up for The Brief. We can’t stop bragging about them!

We’re bringing in Aidaly Sosa, head of Marketing USA at Tony’s Chocolonely, to discuss “Doing Good is Good Business.” Chocolate and marketing—name a more perfect match!

Get ready to ask questions and spur unique conversations with pros like Aidaly.

Snag your ticket today.


  • ByteDance is growing the creator partnerships team for its app Lemon8, per Insider.
  • Steph Curry signed a deal with Under Armour that will extend “beyond his playing days.”
  • Italian regulators have placed an “effective ban” on ChatGPT over what the regulators described as the “unlawful collection of personal data.”
  • Twitter is losing ad dollars due in part to Elon Musk’s “Twitter antics,” according to Bloomberg.


Share Marketing Brew with your coworkers, acquire free Brew swag, and then make new friends as a result of your fresh Brew swag.

We’re saying we’ll give you free stuff and more friends if you share a link. One link.

Your referral count: 2

Click to Share

Or copy & paste your referral link to others:


1. Didn’t seem sanitary, anyway.

✢ A Note From Intuit Mailchimp

This is sponsored advertising content.


Written by Minda Smiley, Katie Hicks, Alyssa Meyers, and Ryan Barwick

Was this email forwarded to you? Sign up here.

Take The Brew to work

Get smarter in just 5 minutes

Business education without the BS

Interested in podcasts?

  • Check out ours here

Update your email preferences or unsubscribe here.
View our privacy policy here.

Copyright © 2023 Morning Brew. All rights reserved.
22 W 19th St, 4th Floor, New York, NY 10011

Key phrases

Older messages

☕ New factory settings

Friday, March 31, 2023

Can you build a car only on wi-fi? March 31, 2023 Emerging Tech Brew TOGETHER WITH Graze Welcome to Friday. While the first of April is for fools, April was named after the idea “to open” in Latin—a

☕ Unprecedented

Friday, March 31, 2023

Trump becomes the first former prez indicted... March 31, 2023 View Online | Sign Up | Shop 10% Off Morning Brew TOGETHER WITH Good morning. Congrats, everyone—we made it to the final day of

☕ Seed money

Thursday, March 30, 2023

The challenges of navigating banking for cannabis businesses. March 30, 2023 Retail Brew TOGETHER WITH Bloomreach Happy opening day, everyone. By the time you read this, the first games of the MLB

☕ Can you relax?

Thursday, March 30, 2023

Cannabis advertising ins and outs. March 30, 2023 Marketing Brew TOGETHER WITH Hulu Ad Manager Happy Thursday. It is now officially appropriate to start your day with Cup Noodles, since the brand has

☕ Mr. Schultz goes to Washington

Thursday, March 30, 2023

Why tech leaders are saying AI needs a timeout... March 30, 2023 View Online | Sign Up | Shop 10% Off Morning Brew TOGETHER WITH vin social Good morning. If you're looking to spice up your email

What A Day: Border to tears

Friday, June 2, 2023

Inhumane border policies cannot be laid solely at the feet of the GOP. Friday, June 2, 2023 BY JULIA CLAIRE & CROOKED MEDIA - Disgraced former president Donald Trump doing some classic word salad

Millennials Will Not Age Into Voting Like Boomers

Friday, June 2, 2023

Columns and commentary on news, politics, business, and technology from the Intelligencer team. Intelligencer Stay informed about business, politics, technology, and where they intersect. Subscribe now

Salesforce shrouds Slack and Tableau financial results

Friday, June 2, 2023

Startup wants to automate college admissions counseling | Microsoft sets aside $425M for potential fine ADVERTISEMENT GeekWire SPONSOR MESSAGE: Money Hacks is a financial education series from GeekWire

What's hot right now

Friday, June 2, 2023

Happy June ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

☕ Cooking with Dash

Friday, June 2, 2023

Dash brand co-founder and CEO Evan Dash. June 02, 2023 Retail Brew TOGETHER WITH mntn It's Friday. To be more precise, it's the first summer Friday of the year—for some and, well, the last day

We are grateful for you

Friday, June 2, 2023

We are here for you, because of you ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

☕ Get a clue

Friday, June 2, 2023

Perhaps a contextual advertising clue? June 02, 2023 Marketing Brew SPONSORED BY Audacy It's Friday. And another Twitter exec has left the building, this time it's the head of trust and safety,

We Ranked Every ‘Succession’ Episode

Friday, June 2, 2023

View in your browser Twitter Facebook Instagram Share | Subscribe The Ringer June 2, 2023 Happy Friday from your friends at The Ringer! Here are some things you might have missed on our site this week.

GeekWire Startups Weekly

Friday, June 2, 2023

News, analysis, insights from the Pacific NW startup ecosystem View this email in your browser This Univ. of Washington startup wants to automate college admissions counseling Read more » Microsoft

Art Beings

Friday, June 2, 2023

The Art of Compression // We Are Not Human Beings Art Beings By Sylvia Bishop • 2 Jun 2023 View in browser View in browser The Art Of Compression Richard Hughes Gibson | Hedgehog Review | 31st May 2023