Bite-size updates on what happened in marketing and eCommerce this month, to keep you ahead of the curve and inform your campaigns.

Wicked Picks Up the Baton from Barbie: Continuing the “Brand Collaborations” Trend

The recent release of Wicked has sparked lively media discussions, beginning with the film’s star's strong comments about a fan-edited poster and shifting to questions about whether the film has gone a little too far with its extensive retail brand partnerships.

Product placement, a practice rooted in the silent film era, gained prominence during the iconic James Bond films. Over time, it transformed into what we now call "native advertising." Today, films like Barbie and Wicked have taken it a step further, rebranding these integrations as “collaborations” and “partnerships” that seamlessly blend marketing with storytelling. Is it a bit too much or is it just the new take on the old trend?

Bluesky Gains Momentum with New Users

The "rebel" social media platform Bluesky, positioned as an alternative to Elon Musk's X, is experiencing remarkable growth. Recent data from Similarweb shows a 500% surge in U.S. usage and a 350% increase in daily active users in the U.K., with a significant spike in activity following the U.S. elections.

Despite this impressive growth, Bluesky's audience remains much smaller compared to X, making it a platform to watch rather than an essential addition to your social media strategy —at least, for now.

LinkedIn Shares Insights into Global Marketing Job Trends

LinkedIn, the world’s leading professional network, has released its latest report on global marketing job trends, painting an overall positive picture for the industry.

Highlights from the report include:

• Recovery in the Job Market: After a slowdown in 2023, the marketing job market rebounded steadily throughout 2024.
• Job Satisfaction and Mobility: While many marketers report being satisfied with their current roles, a significant number remain open to exploring new opportunities.
• Pressure to Evolve: Marketing professionals are feeling the strain of keeping up with rapid changes and rising expectations in the field.
• Focus on "Human" Skills: Collaborative Problem-Solving has emerged as the most valued skill for marketers in 2024, emphasising the growing importance of interpersonal and adaptive abilities.

For a detailed look at these trends, the full report is available here.