Boston University AdLab

“Their savviness in navigating newer social spaces is a magnet for clients chasing younger, digital-native audiences—and hitting the mark where it matters most” The creative landscape is shifting, and the smaller shops are leading the charge! In her blog, Carly Zymet explores how boutique agencies are shaking up the industry, proving that bigger sizes don’t always equal success. From agile teams and bold creative risks to leveraging cutting-edge tech and cultural insights, small agencies are bringing fresh ideas to big players. The days of chasing big names for validation are gone—today’s top brands are turning to smaller, more dynamic agencies to craft campaigns that truly resonate. Whether it’s tapping into Gen Z trends or responding to viral moments, these shops are redefining the rules of creativity. Check out her blog here to discover how agility, adaptability, and fearless innovation drive this revolution in the ad world. https://lnkd.in/duAcrKdk

We were thrilled to welcome Angela Herbst, VP of Client Strategy at Mighty Union, back to AdLab for an insightful talk on effective client strategy and creative development. With a wealth of experience at top agencies like Hill Holliday and PJA, Angela shared her expertise in crafting “sticky” campaigns that leave a lasting impact. She also emphasized the unique challenges of B2B marketing, blending creativity with strategy to connect with audiences. AdLabbers had the chance to ask questions and gain invaluable advice on navigating client expectations, staying creative under pressure, and building long-term industry relationships.

“The genius of the marketing strategy lies in its unpredictability and the brand’s willingness to embrace the internet’s strange humor. The marketing team committed to the bit, which paid off a year later.” Nutter Butter is taking a bold, unexpected approach to social media marketing—and it's paying off. In Sophia Doiron’s latest article, she dives into how the brand absurdist humor and TikTok’s chaotic energy is helping it stand out in a crowded market. From eerie, glitchy animations to meme-inspired content, Nutter Butter is redefining what it means to engage Gen Z. The results? A surge in followers, viral content, and a 190% spike in Amazon sales. Find out how this unconventional strategy is reshaping cookie marketing and why the unexpected may be the future of brand storytelling. Read the full blog here: https://lnkd.in/d6D7QAxz

That’s our EVP ❤️

“In our ever-changing marketing world, the change from celebrity influencers to micro-influencers represents a broader movement toward authenticity and genuine connections. While celebrities still hold value for certain large-scale campaigns, micro-influencers offer brands a cost-effective, highly engaging alternative that taps into niche communities.” Our new blog post is live! Julie Wang expertly highlights the shift from celebrity influencers to micro-influencers, emphasizing the cost-effectiveness, higher engagement rates, and authenticity that these smaller creators bring to the table. By showcasing successful brands like Glossier, Inc., she illustrates how genuine connections and personal storytelling reshape the marketing landscape, making micro-influencers a powerful force in today's digital world. Read the full blog here https://lnkd.in/d2z4S99s

Honor to host former BBDO Worldwide Chief Creative Officer David Lubars at Boston University College of Communication recently. The Executive Board of Boston University AdLab (which David's father Walter created) had an exclusive sit down with David and talked "shop." Words of wisdom were not in short supply.

🔎 Help Shape the Future of Youth Empowerment 🔎 We're conducting a brief survey to better understand the needs, motivations, and behaviors of corporate sponsors interested in partnering with an organization that supports Opportunity Youth thrive in creative industries. Your insights will guide us in creating programs and content that resonate and drive impactful change in creative fields. Please fill out this survey if you have been a sponsor of The Loop Lab in the past, or are interested in becoming one! ⏳ It only takes 3-5 minutes, and your input will be invaluable in supporting youth empowerment. Join us in making a difference — take the survey today!  https://lnkd.in/d9AdFDpy

“When your face is locked in, your mind is ready to go.” Milani Cosmetics is making waves at the intersection of beauty and athletics. In AdLab’s latest blog, Valentina Ross explores how the brand empowers women to take on their toughest workouts without sacrificing confidence or performance. With a focus on long-lasting products like their 24-hour setting spray, Milani is setting a new standard for being strong, resilient, and beautiful. In a world where beauty and athleticism are finally getting the recognition they deserve, Milani is leading the charge. Read more about their innovative approach to “athbeauty” and the cultural shift that’s reshaping both industries. https://lnkd.in/dhQqsqzW

“You need a unique voice. A big part of advertising is not making ideas that you think would be good ads, but ideas you're passionate about and believe connect to the brand voice." The Incubator's new episode "Storytelling in Advertising" is LIVE! In our latest episode, hosts Sahiti Pawar, Carly Zymet, and Sophia Groen dive into the magic of storytelling and how it’s flipping the advertising world on its head! From tugging at your heartstrings with nostalgia to making you chuckle with humor, storytelling is the secret sauce that helps brands connect with audiences in ways that *actually* stick. Whether you’re in the advertising game or just love a good ad, this episode is packed with juicy insights into how storytelling can transform an ad into something unforgettable. Hit play and learn how to craft ads that truly get your audience—and keep them coming back for more! Check out the new episode on Spotify or YouTube. https://lnkd.in/dq4-Qs4y https://lnkd.in/dB9TgHac

This past Monday, AdLab had the pleasure of hosting Matthew McRoberts, BU class of ‘96, SVP at Braze, and proud COM alumnus. We were excited to listen as he shared a fascinating deep dive into the cutting-edge world of marketing technology. Matt’s insights on how platforms like Braze transform customer engagement through personalized messaging, data-driven automation, and real-time communication left us all with plenty to think about. Matt’s talk wasn’t just a masterclass in marketing tech; it was a wake-up call on how to use data and technology to craft smarter, more effective strategies that drive real results. His thought-provoking discussion sparked lively conversations across the team and gave us a clearer understanding of how we can integrate these tools into our work for maximum impact. A big thank you to Matt for sharing his expertise and helping us stay ahead of the curve. We’re excited to apply these insights and take our future projects to the next level!