- ClickZ
- Posts
- The Rise of Vibe Marketing
The Rise of Vibe Marketing
PLUS: Dirt Is Good's Global VP of Marketing on Culture, Technology, and Leading with Brand Essence
Follow us on LinkedIn 🔗
Hi there!
Highlights from today's newsletter:
📊 How to build a winning marketing playbook
🤖 The State of AI in Marketing report findings
📝 The Frank Slootman framework for ad creation

EDITOR’S PICK
#EXCLUSIVE Q&A

At SXSW London, Dirt Is Good (known as Persil and OMO globally) showed what brand essence looks like in motion. In our Q&A with Tati Lindenberg, Global VP of Marketing at Unilever, she explains why “every stain should be part of the game,” how storyliving trumps storytelling, and what it takes to build campaigns that are culturally grounded, locally authored, and creatively disciplined.

#EXPERT INSIGHTS
What Cannes 2025 Got Right (and Missed) About Brand
✍️ By Sam Carter, CEO of Fospha
At Cannes Lions this year, one word kept surfacing: brand.
In a performance-obsessed world, brand feels harder to defend. It doesn’t show up in ROAS or fit neatly into a reporting cycle. But that doesn’t mean it’s not driving results.
As Rory Sutherland put it, “A brand is like a pension… one day you wake up and go: bloody hell, where did all this equity come from?”
He’s right. Data at Fospha shows brands investing more than 10% in upper-funnel activity see 2x the overall marketing efficiency. But belief isn’t the issue — buy-in is.
To protect brand budgets, we need better evidence. That’s why we’ve identified early signals—like branded search and engaged visits—that connect brand activity to business outcomes.

WHAT WE ARE READING
![]() | Vibe marketing leverages AI to create culturally resonant content rapidly, transforming marketing strategies by reducing costs and time. Using AI for content creation and workflow automation, it enables single marketers to design campaigns quickly, challenging traditional marketing approaches. |

![]() | Generative AI can effectively capture your brand voice when trained properly with clear guidelines and consistent feedback. The process involves selecting an AI platform, teaching it your specific style, providing examples, and iteratively refining outputs. This is crucial for marketing teams aiming for consistent, efficient content aligned with brand messages. |

![]() | AI in marketing is rapidly advancing, but challenges like misinformation and inconsistent output quality persist. While tools such as ChatGPT enhance efficiency, AI's role in strategic outcomes remains limited without human insight. Marketers must focus on content integrity and procedural oversight to harness AI's potential effectively. |


WHAT WE ARE LISTENING TO
🎙 THE MARKETING MILLENNIALS
Kyle Coleman, Global VP of Marketing at ClickUp, shares insights on achieving a $100 million incremental pipeline in a year and discusses the significance of "No Lead Left Behind" in enhancing brand awareness and sales success.
His experience highlights the value of uniting sales and marketing efforts, essential for tackling an AI-saturated market, proving crucial for the growth of platforms aiming for enterprise deals.


Editorial
Contact an editor to create content for your business.
Reply