17 Creative Campaigns to Know About Today

Plus: Why last click undervalues channel revenue by over 90%

Author

Avinash Duggempudi
September 17, 2025

ClickZ Indie Agency News

Here's what's happening this week in the world of ecommerce and agency marketing:
- YouTube adds tools, making creators operate like networks.
- LinkedIn taps McCann as global creative AOR.
- 17 creative campaigns to know about today
- S4 Capital’s rescue complicated by Sorrell’s golden share.
- AI-fueled ad tech deals signal leaner stacks.
- LTK opens brand profiles, adds Apple visual search.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

YouTube introduced a new round of creator monetization tools designed to let creators operate more like media networks. This expands programmable, premium-like inventory for advertisers while giving creators more ways to package and sell audiences. Media planners and creator partners should expect more network-style placements and buying constructs on YouTube.

Ad Age spotlights a fresh wave of creative campaigns — from Barilla’s calming pasta spot to Dunkin’s bold activations and EA’s gaming tie-ins. McDonald’s, Modelo, and Topgolf also feature with storytelling-led ads designed to spark cultural conversation. For marketers, the roundup underscores the value of blending brand voice with cultural moments, proving that breakthrough creative often comes from unexpected hooks and emotional resonance.

LinkedIn named McCann its global creative AOR, consolidating partnerships under new CMO and CSO Jessica Jensen, after recently moving media to Publicis and hiring R/GA for LinkedIn Ads strategy. With an estimated $250 million annual media spend and a push beyond B2B, LinkedIn is signaling a bigger brand narrative aimed at consumer reach. Creative and media shops should anticipate more integrated briefs and platform-level storytelling.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

Amazon Ads, Nespresso And The Weeknd Collab: Amazon Ads’ Brand Innovation Lab activated a culture-plus-commerce campaign across TNF interactive ads, Prime Video, audio, Alexa and Fire TV, spotlighting the platform’s end-to-end creative-retail muscle.(More)

Meta’s Automation Push Will Reshape Agency Roles: As Meta moves toward fully automated ad creation, experts warn creative commoditization and a pivot toward upstream strategy, measurement and attribution will separate agencies that adapt from those that fade.(More)

AI-Driven Ad Tech Acquisitions: A flurry of AI-themed deals across DSPs, CTV creative, virtual product placement and data consultancies signals leaner stacks and SMB-friendly CTV; audit overlap and test emerging tools.(More)

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