The evolution of radio into a multiplatform medium has created opportunities for advertisers, says Audacy's Reggie Shah. Radio offers 60% more ad-supported listening time than Spotify and has maintained its status as a daily habit, allowing advertisers to connect with engaged, loyal audiences across live, online and on-demand channels, according to an Audacy Insights report celebrating National Radio Day. "Radio has become a multiplatform experience that fits seamlessly into daily life," says Shah.

Marketers should focus on building genuine relationships with audiences rather than solely relying on AI, writes Seventh Bear's Robert Rose. While AI can enhance personalization and efficiency, it cannot replace the human touch that fosters trust and emotional resonance, Rose writes, suggesting that marketers use first-party data empathetically, create meaningful interactions and embrace imperfections to make their brands more relatable.

Trust has become the primary growth engine in B2B marketing, with 94% of marketers considering it crucial for success, according to a LinkedIn and Ipsos study. Video marketing has reached 78% adoption, with short-form videos delivering a 41% return on investment. Influencer marketing is also gaining traction, with 55% of companies using it and 29% planning to adopt it within a year.

Marketers say generative AI has yet to deliver on its promise of brand-building, with automated tools like Google Performance Max and Meta Advantage+ being primarily used for performance marketing, where hard data and attribution are more readily available. Brand marketing metrics such as brand affinity and awareness are more challenging to measure, leading agencies to develop proprietary tools to bridge the gap.

Frost Bank's "Unexpectedly True Stories" showcases exceptional customer service, showing bankers retrieving a check from a storm drain and raising a debit card limit to facilitate a car purchase. Nalle Sjöblad directed the Texas-based campaign.

TDA Boulder's "Feel Good Banking" campaign for FirstBank aims to make banking a more uplifting and personal experience. The campaign uses humor, animals and a playful TV spot in which a family is excited about going to the bank. The campaign, also running across print, out of home and radio, targets consumers and businesses seeking an alternative to big banks.

Mastercard has appointed WPP Media to handle its global media account, ending a 10-year partnership with Carat. The move, aimed at using AI and data capabilities, comes at a time for WPP Media during which it went through a restructuring to better integrate its media agencies. Ogilvy will lead global community management, while McCann remains creative agency of record.

For our October Members Only Virtual Event, the FCS is delighted to welcome Stacy Hammond, Managing Director, Chief Marketing Officer for Charles Schwab. Join us on Monday, October 27, beginning at 12 noon ET / 9:00am PT, for our fireside chat with Stacy. She made her FCS debut in June when she spoke at the FCS WEST Education Summit in San Francisco. Learn more.

FCS Philadelphia is excited to invite you to join us for a special "Cocktails wit