NEWS + VIEWS
Posts:Travel and Tourism
The Rise of “Maxxing”: TikTok’s Extreme Food Trend Rhetoric
by Dylan Bailey, MS, RD, FAND| August 12, 2025
TikTok’s new “maxxing” lexicon reflects an era of extreme food trends – often hyperbolic, sometimes satirical, yet deeply influential. The latest craze, “fibermaxxing,” encourages dramatically boosting fiber intake for health benefits. Hundreds of TikTok posts with the #fibermaxxing hashtag have flooded feeds, making high-fiber diets suddenly “cool.” Meanwhile, adjacent memes like “Red 40 maxxing” (ironically […]
Creativity is everyone’s business—because it can reshape every business
by Tamara Norman| June 13, 2025
For decades, many leaders have viewed “creative” as a defined role, department, or end product for a campaign. In today’s rapidly changing environment—where tech-fueled disruption runs rampant and where expectations for business outcomes keep growing—creativity is, in fact, not a role – it’s a mindset. It’s everyone’s job, and it needs to be everywhere, embedded and nurtured in every corner of the organization, permeating the enterprise.
Opportunity, disruption, and Ketchum’s vision for AI creativity
by Heather Hughes| June 12, 2025
Every CMO and creative director is gearing up for Cannes with one thing on their minds: artificial intelligence. In the past two years, generative AI has emerged as a game-changer for creative work, especially in public relations, where the art of earned media thrives on innovation and timely storytelling. AI is doing for marketing now what the iPhone did in 2007, ushering in a new era of possibilities. This time, the disruption spans the creative process, from writing press releases to designing immersive visuals.
