Hey friends,

September has been a big month around here. We raised a glass at AMA’s “Marketing on the Rocks” (cheers to everyone who came out!), Kevin kicked off his AEO series, and Jordan brought us back the goods from Finovate. Oh — and no big deal — SourceCode was just named to PR News’ Agency Elite Top 120 list. That’s two years running we’ve been recognized among the best in the biz. 

Shameless plug: if you haven’t already, check out Kevin’s latest piece on how algorithms are reshaping PR,  it’s basically required reading for anyone trying to future-proof their comms. 

On a personal note, we also celebrated SourceCode UK’s 2nd birthday (with plenty of baby pics to prove we’ve glowed up). And with Adweek NY around the corner, our crew is already mapping out where we’ll be. Drinks are on us if you’re in town.

Let’s get into this week’s mix: brand mashups that shouldn’t work but do, fast food’s AI takeover, and why JCPenney thinks laughter might just sell more sweaters.

Becky & Greg

Go out on a limb: Brands are creating unexpected partnerships to break through the noise

TL;DR: Brand crossovers are nothing new, but historically, they were typically cohesive. Recently, there’s been an uptick in crossovers that seemingly don’t make sense, like Heinz Ketchup and Kate Spade, Urban Outfitters and Chipotle, and Tevocas and Chili’s. 

Takeaway: Partnering with another brand is a great way to increase your exposure to new audiences, enhance your brand credibility, and gain buzz and attention that drives organic and media conversations. However, like most successful marketing strategies, crossovers are becoming saturated and overdone. Developing partnership campaigns now requires a bit more innovation, creativity, and experimentation if you want your brand to break through the noise. 

Consider: 

• Going through old partnership requests you may have previously rejected due to ‘misalignment.’ Are there any unique opportunities for a unique collaboration? 

• Many of the crossovers mentioned in the article involve merch drops, co-branded packaging, or limited-time pop-ups that create urgency. How can your brand turn a partnership into a cultural event that drives social sharing and repeat impressions?

Supercharge your marketing: How AI is transforming fast food giants like Taco Bell

TL;DR: Yum Brands has developed what they call an “AI factory” for its digital marketing, generating personalized communications powered by AI and consumer data. The early results are strong: more than 200 million AI-generated touchpoints recently, and in many cases, a multiple-fold improvement in ROI vs what was done conventionally.

Takeaway: It’s no secret that AI is here to stay, but when used correctly, it’s nothing to be intimidated by. In fact, this move from Yum Brands underscores a growing trend: major companies are treating AI not just as a tool, but as core infrastructure. Yum’s strategy highlights the importance of owning data pipelines and integrating AI into campaign workflows rather than relying solely on vendor tools. It also points to a future where in-house AI capabilities become as essential as media buying or creative development, because the advantage lies in speed. 

Consider:

• Evaluate your data ownership. If your data lives in silos (CRM, ESP, analytics platforms, etc.), are there ways to integrate and standardize it now, to create the foundation for AI-driven personalization later?
  

• Reframe AI as infrastructure, not a plug-in. What are some ways that AI could underlie your entire marketing workflow? Think creative production, audience targeting, or performance measurement. 

Lead with humor: JCPenney is leaning on comedy to acknowledge economic uncertainty during the holiday season

TL;DR: JCPenney is getting a head start on its holiday marketing campaign by rolling out the third season of its “Really Big Deal” show, which premiered on Amazon Prime on 9/11. Each week, the episodic program will feature a stand-up bit from a comedian revolving around a new deal that JCPenney is promoting, and will run through Christmas. 

Takeaway: In a season where every retailer is vying for attention, JCPenney is betting on levity to build an emotional connection. Humor in advertising isn’t new, but using it to reframe value shopping makes the brand more approachable and memorable. What’s especially important here is how tone can act as a differentiator, especially when price and promotions aren’t enough. Humor not only drives awareness but can soften a brand’s image, making it more shareable across social channels where comedic content is the most popular type of short-form content.

Consider:

• If your brand is entering a noisy seasonal market, how can tone give you an edge? Testing tone-driven creative on social first can help you find what resonates before scaling it across channels.

• How can your campaign mechanics become a talking point in themselves? Naming promotions creatively or framing discounts in an unexpected way can generate earned media and make your offers stick in consumers’ minds.

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