Google Wants the Tools. Meta Wants Your Face. Walmart Wants the Ads.

In this episode, the boys cut in with two breaking stories.
First, Walmart buys Vibe.co, a connected TV advertising platform, in a move that could make Walmart's already-growing ad business even more interesting. Robert believes the strategy is right, especially with Walmart's retail media business and Vizio already in the fold, but thinks the price tag may have been a bit too rich.
Then Joe and Robert revisit the FIFA stadium branding story. FIFA's clean-stadium policy has forced brands like Levi's, Heinz and others to cover up their logos during World Cup matches. But instead of making those brands disappear, FIFA may have created the perfect Streisand effect. Heinz, Beats and Levi's have all turned the restrictions into creative marketing moments. Is FIFA protecting its sponsors, or accidentally giving non-sponsors a bigger story?
In our main stories, Google and A24 announce a partnership around AI filmmaking tools. The big question is not whether AI will make the final movie. It's whether AI will control more of the creative workflow before the final product ever exists.
Then Meta and Snap both make new moves in smart glasses. Meta pushes toward a lower-cost, more mainstream AI glasses play, while Snap launches its new AR-focused Specs. If glasses become the next interface, marketers may have to rethink content for a world where the screen is no longer in your hand. It's on your face.
In Winners and Losers, Joe's winner is TIME Canada. TIME is launching a licensed Canadian edition with a local team, local office, original reporting, video, social, print and events. In a world of generated content, Joe likes the bet on trusted editorial brands with a local heartbeat.
Robert's winner is McDonald's, which is bringing back the fried apple pie. Sometimes nostalgia, timing and a little bit of fried goodness is all the marketing strategy you need.
In Rants and Raves, Joe raves about The Infinity Machine by Sebastian Mallaby, a book about Demis Hassabis, DeepMind and the race toward superintelligence.
Robert delivers a super rant on TuneCore and how independent creators may be getting the short end of the stick as AI music floods the market and distribution platforms try to figure out who gets through, who gets blocked, and who gets paid.
Also mentioned this week: In the Weights, a site that lets you see whether you show up in the "weights" of different AI models: https://www.intheweights.com/
Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.
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Get all the show notes: https://www.thisoldmarketing.com/
Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/
Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/.
Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/
Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/
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This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork