News Summary:
On October 1, 2026, Toni Poulain, Goodway Group’s Senior Vice President of Media Operations, stated that marketers must learn to "borrow trust" from creators to engage consumers effectively as the creator economy gains mainstream traction in media plans. Poulain highlighted the necessity for marketers to develop a clear framework for creator relationships, drawing a parallel to the disciplined approach adopted for programmatic buying a decade prior. Previously, on September 28, 2026, Goodway Group conducted a comparison of national CPG brand awareness campaigns, finding that those with a diverse creative mix, including static images and video units, strengthened Meta performance more effectively than campaigns using a single ad format. Additionally, on the same day, Goodway Group collaborated with a brand and Publix to activate existing first-party purchase data, aiming to enhance the relevance of Meta brand awareness campaigns by reaching more engaged shoppers while maintaining reach and scale. Earlier, on September 23, 2026, Paul Frampton-Calero, an executive at Goodway Group with over 25 years of experience in the agency and advertising ecosystem, asserted that agencies should focus on growing their clients’ businesses rather than solely their own.
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