If you’ve liked or engaged with content about Jellycats, having a sister, or listening to Taylor Swift, chances are good that Niamh Adkins has made an appearance on your For You page.

The 28-year-old creator has built an audience of more than 3 million followers across TikTok, Instagram, and YouTube by posting comedic content about her life and interests. As she’s built her following, she’s worked with brands like Neutrogena, Uniqlo, Supergoop, Kosas, and Laneige.

Ahead of her appearance at Marketing Brew’s Perfecting Your Influencer IQ event, we spoke with Adkins about what she looks for in a brand partner, her most effective campaigns to date, and how she thinks marketers should approach building relationships with creators.

Adkins says she thinks partnerships work best when brands view creators as creative partners and consultants. “If you’re paying [creators] to come up with something best for your product, get your money’s worth,” she said. “Let them come up with something that, with their specific set of marketing skills, will work best.”

Continue reading here.—KH

Did you know there are five fewer days between Thanksgiving and Christmas this year? Someone should probably do a PSA for the last-minute holiday shoppers.

But for those savvy marketers, it’s important to understand when, where, and how customers will shop. Luckily, Roku Advertising offers predictions and recommendations every year on holiday consumer behaviors.

Last year, they discovered that the top five most-streamed weekends all took place between mid-November and New Year’s. This year, they expect consumers will spend and stream even more (especially during Cyber Week).

We’re less than six months out from the busiest shopping and gifting time of the year. Flip through Roku Advertising’s tips for strategies on driving more engagement and sales this holiday season.

They say history repeats itself, and streaming is no exception.

Amid increasing streaming fragmentation, the rapid arrival of new multi-company streaming bundles on the market, like Venu (ESPN, Fox, and Warner Bros. Discovery) and StreamSaver (Peacock, Netflix, and Apple TV+), is prompting some (including us) to say we’re getting something like cable 2.0.

Comcast, which is offering the StreamSaver bundle to Xfinity subscribers, is bullish on bundles. That’s in part because it can keep some change in consumers’ pockets: At $15 a month, StreamSaver could save consumers already subscribed to all three services more than $100 a year, Todd Arata, SVP of brand marketing at Comcast, told Marketing Brew. We talked to him to learn more about the company’s plans for StreamSaver and how it plans to market the bundle.

What a steal: Comcast is leading the charge on marketing StreamSaver, Arata said, as opposed to the individual streaming services included in the package. The company, which has an internal marketing team working on it, is already promoting StreamSaver on the Comcast Xfinity site, since StreamSaver is only available for Xfinity customers. There’s also a variation of the StreamSaver bundle that includes the Comcast live TV offering Now TV that runs for $30 a month.

Instead of considering StreamSaver as a brand in and of itself, Arata says he sees it more “as a name. It’s a name to a package.”.

“For me, it’s all about reduction and putting less layers in between,” Arata told Marketing Brew. “I see it as a really new enhanced package that will either accentuate the Now [TV] brand or the Xfinity brand.”

To help boost awareness, StreamSaver will receive media placement during the upcoming Paris Olympics, which will stream on Peacock. Omnicom’s Goodby, Silverstein, & Partners will help with the marketing campaign, he said.

Continue reading here.—JS

Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Brittney Polka is VP of ready-to-drink beverages at Danone North America, where she oversees brands like Evian, Stōk Cold Brew Coffee, and International Delight Iced Coffee. She’s also overseen Danone brands like Horizon Organic, and she previously worked at Mars on brands like Skittles and 5 Gum.

Favorite project you’ve worked on? The Stōk Cold Brew partnership with Wrexham AFC is easily one of my favorite projects, as a self-proclaimed Wrexham fangirl. Last year, we became the first-ever stadium sponsor of Wrexham’s Racecourse Ground (now named the Stōk Cae Ras | Stōk Racecourse) just in time to celebrate the club as it rejoined the English Football League after a 15-year hiatus. In a video announcement, club owners Ryan Reynolds and Rob McElhenney secretly replaced the team’s traditional afternoon tea with bold and smooth Stōk Cold Brew Coffee to see if the team would notice—they were surprised, to say the least. We took this partnership a step further this year, debuting an ad during the big game that shamelessly challenged traditional American football culture with Sir Anthony Hopkins. When personal passions and work projects come together, it makes it even more worthwhile. We continue to work with Wrexham on this partnership, and I’m excited to see how it will continue to evolve.

What’s your favorite ad campaign? Hands down, DunKings at the big game this year. Who wouldn’t want to see Tom Brady, Ben Affleck, and Matt Damon dancing around in neon tracksuits? And, at Danone, we make Dunkin’ Extra Extra and Dunkin’ Salted Caramel creamers, so it was fun to see the brand in the limelight in such a fun way.

Continue reading here.

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As Gen Zers enter adulthood and increase their spending power, brands new and old are fighting for a larger share of their dollars.

In EMARKETER’s free guide, explore what Gen Z cares about, where they spend their time online, and how they shop so marketers can reach this valuable target audience.

Get the full guide.

Mergers and acquisitions, company partnerships, and more.

• Gopuff announced a multi-year deal with Tom Brady (a Gopuff investor) that will see him involved in content creation and product development.
• Michelob Ultra is collaborating with Puma on a line of merch as part of its “Summer of Team USA” marketing campaign.
• Target is working with Shopify to add brands to its third-party marketplace, Target Plus.