Brands’ interest in “Grand Theft Auto” is mounting — but questions about brand safety remain

Brands’ interest in “Grand Theft Auto” is mounting — but questions about brand safety remain

By Alexander Lee  •  February 20, 2025  • Ivy Liu As the release of “Grand Theft Auto VI” grows closer, brands’ interest in the game is increasing, even if the specifics of its marketing opportunities remain unclear. In recent years, video games such as “Roblox” and “Fortnite” have evolved into creator platforms — and, accordingly, have…

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How Reformation hopes viral moments help it become ‘part of a cultural conversation’

How Reformation hopes viral moments help it become ‘part of a cultural conversation’

By Kristina Monllos  •  February 20, 2025  • Ivy Liu Reformation recognizes the power of a viral moment. The sustainable, direct-to-consumer fashion brand is on the heels of another such moment after its Valentine’s Day campaign featuring comedian Pete Davidson as the brand’s “official boyfriend” made the proverbial internet rounds last week. But that doesn’t…

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