In the competitive landscape of advertising to college students, simply showing up when they're actively searching isn't enough. By then, they've likely already formed opinions and narrowed their options. To truly capture their attention and loyalty, brands need to operate in what we call the "Dark Funnel"—the crucial, often unseen, stage where students are absorbing information and forming perceptions long before they ever type a query into a search bar.
In the world of advertising, the "Agency of Record" (AOR) model is the traditional gold standard. Large, generalist firms offer a seductive promise: one roof, one point of contact, and a massive...
As we settle into the early months of 2026, the image of a student walking across campus has fundamentally changed. They aren’t just dodging frisbees or rushing to a 9:00 AM lecture; they are moving...
If you are trying to reach college students today, you already know the organic reach game is harder than ever. Algorithms change weekly, and Gen Z’s BS detector is sharper than any of their...