The 2026 FIFA World Cup is shaping up to be less of a sporting event and more of a global marketing cage match. With the tournament spread across the United States, Canada, and Mexico and expanded to, for the first time, a monstrous 48 teams, brands are treating WC26 like the Super Bowl, Olympics, Coachella, the Oscars, and Comic-Con all rolled into one giant, sweaty, stressed-out, emotionally unstable soccer ball. Obviously, hundreds are hitching their summertime train to this global event....

Emotion is the best way to create work that works Just a few years ago - OK, I am pretty old, so it was likely more like a LOT of years ago - I was at a creative directors' seminar listening to and interacting with folks from some of the biggest agencies in the country at the time. This Wieden & Kennedy, Chiat/Day, Goodby, BBDO - you get the drift. At that time one of the presenters mentioned that we are subjected to 3000 ad messages a day. He went on to say that we can only process 300 of...