Ilyse Liffreing

1 week ago | thecurrent.com | Ilyse Liffreing

The lines between tech, creativity and culture continue to blur at Cannes Lions. The melting pot that is the International Festival of Creativity saw the industry move beyond buzzwords and into business mode this year. AI was once again the dominant force driving most conversations, but unlike last year, marketers came armed with real use cases.

1 month ago | thecurrent.com | Ilyse Liffreing

LAS VEGAS — Picture this: It’s the height of the holiday season. A young mom, juggling work, kids, and chaos sees an ad that doesn’t try to be clever — it simply gets her. It acknowledges her stress, offers empathy, and suggests a mental health tool that might actually help. That ad wasn’t dreamed up late at night by a team of agency creatives. It was built by AI. That’s what Headspace and Monks achieved in their latest seasonal campaign.

1 month ago | thecurrent.com | Ilyse Liffreing

Volkswagen’s recent TV spot for its all-electric 2025 ID.4 doesn’t just tout performance and design — it has a message tailored to the current moment. The tagline: “Proudly assembled in Chattanooga.” In a political and economic climate where “Made in America” carries growing significance, it’s a strategic pivot designed to signal stability, trust and value. And VW isn’t alone.

1 month ago | thecurrent.com | Ilyse Liffreing

RADIO CITY MUSIC HALL, NY —To kick off NBCUniversal’s 2025 upfront, the company’s global ad chief, Mark Marshall, descended from the ceiling of Radio City Music Hall on a bubble-like lift, decked out in a pink blazer — a theatrical nod to its Oscar-winning hit Wicked. “I just want everyone to think about over the next couple weeks when you’re allocating where you’re going to put your dollars,” Marshall joked.

2 months ago | thecurrent.com | Ilyse Liffreing

Just days after a U.S. federal court ruled Google a monopolist in digital advertising — the second time within the last year — the tech giant is walking back a key privacy update in Chrome. Instead of rolling out a new prompt for third-party cookies, Google says users will continue managing cookie settings as they always have. The decision sparked a mix of relief, frustration and no small amount of skepticism across the industry.