Marketing news, week of August 17, 2026

Machine summary Poppi's social media operation is tuned to reach the beverage brand's fans on TikTok and Instagram rather than the broadest possible audience, according to Sophia Sesto, who leads the brand's social media, creator and ambassador operations. Sesto said fans act as evangelists, a source for social listening and a quick-acting focus group, and that comments have prompted limited time offer launches.

1. Sophia Sesto, who leads Poppi's social media, creator and ambassador operations, said, "We're community first. I like to say it's pop culture."

Reported by Digiday.

• TikTok
• Instagram
• Poppi

Machine summary Digiday reported that major agency holding companies including Publicis, Omnicom, WPP, Havas, Stagwell, S4 Capital and Dentsu have centred their H1 2026 earnings messaging on "delivering outcomes." WPP global CEO Cindy Rose and Dentsu global CEO Takeshi Sano each said clients buy outcomes, according to the report.

1. Digiday reported that Publicis, Omnicom, WPP, Havas, Stagwell, S4 Capital and Dentsu have all decided to zero in on "delivering outcomes" as their stated mission to serve clients.
2. Dentsu's net revenue grew 3.7% over H1 2025 and organic growth was 0.3%, according to the report.
3. Dentsu's operating margin rose to 12.3% from 12%, the report said, trailing Publicis at 17.5%, Stagwell at 16% and Omnicom at 14% but ahead of Havas and WPP.
4. Cindy Rose, WPP's global CEO, told Digiday that stepping away from a time-and-materials model releases her from staffing plans, allowing her to serve clients through a hybrid workforce made up of humans and agents.
5. Dentsu global CEO Takeshi Sano wrote that clients do not buy capabilities but buy outcomes, according to the report.

Reported by Digiday.

• WPP
• Omnicom
• Publicis
• Stagwell
• Dentsu
• S4 Capital

Machine summary YouTube announced updates to its TV app, including the ability for creators in the YouTube Partner Program to designate playlists as shows in YouTube Studio, according to the company. YouTube also added Show and Podcast tabs to the Watch page, a Shorts access point, larger Previous and Next buttons, a new releases shelf for musician pages, an account locking feature using a 4-digit code, a parent code option for the TV app, and an improved QR sign-in flow.

1. YouTube announced updates to its TV app, according to the reports.
2. YouTube said creators in the YouTube Partner Program can designate playlists of videos sharing consistent themes and stories across episodes as shows in YouTube Studio.
3. YouTube added Show and Podcast tabs to the Watch page, a Shorts access point, bigger Previous and Next buttons, and a new releases shelf for musician pages, according to the reports.
4. Reports say YouTube introduced an account-locking feature that uses a 4-digit code, and that a 4-digit parent code can be set by parents and caregivers for the YouTube app on TVs.

Reported by Social Media Today and Marketing Dive.

• YouTube
• YouTube Partner Program

Machine summary Microsoft Advertising has moved AI Max from open pilot to global availability for Search campaigns, giving paid search teams three automation levers — expanded matching, text customization, and final URL selection — with granular controls. Microsoft Advertising rolled out AI Max globally for Search campaigns, with Predictive matching and autogenerated text assets now automatically folded into AI Max settings.

1. AI Max combines three features: expanded search term matching, text customization, and final URL expansion.
2. Through signals from ads, keywords, landing pages, and user intent, search term matching can extend to queries outside an advertiser's keyword list, including conversational searches on Bing and Copilot.
3. Microsoft is retaining ad group-level settings and providing brand inclusions/exclusions, term exclusions for text asset generation, and URL rules to limit final URL expansion.
4. Campaigns already using Predictive matching or autogenerated text assets will have the corresponding AI Max setting enabled automatically.
5. Microsoft Advertising rolled out AI Max globally for Search campaigns.

Reported by Search Engine Journal and Search Engine Land.

• Microsoft
• Copilot
• AI Max
• Bing

Machine summary EQ Inc. reported second quarter 2026 revenue of $2.6 million, up 40% from the first quarter, according to its results announcement. Flowers Foods reported results for its 12-week second quarter ended July 18, 2026, with chairman and CEO Ryals McMullian citing continued challenges in the fresh packaged bread category.

1. EQ Inc. President and CEO Geoffrey Rotstein said revenue increased 40% sequentially and ClearLake delivered a record quarter.
2. Flowers Foods reported financial results for its 12-week second quarter ended July 18, 2026.

Reported by Pr Newswire and finanznachrichten.de.

• Flowers Foods, Inc.
• ClearLake
• EQ Inc.