Ad Age Creativity Editor Tim Nudd breaks down this year's Halloween marketing trends: the move from ads to products and experiences, the blend of horror and comedy, nostalgia and IP tie-ins and a wave of brand-to-brand partnerships. He covers Pringles' burial urn, Rivian's Ghostbusters campaign, Twix's Zombie Claus and Cheetos' horror shorts with Blumhouse, plus the horror-parody trope he'd like to retire.

Host Parker Herren and Tim also get into what marketers can carry past October: dig into your brand's weirdness, use physical marketing to stand out from the scroll and weigh whether IP will outshine your brand. Follow Ad Age Insider wherever you listen so you don't miss the next episode.

See this year's Halloween Marketing Awards winners:

~Hay Day, Haunted Farms (Scariest Ad, runner up)

~McDonald's U.K., Spooky Sauce Face Paints (Best Spooky Product, runner up)

~Pringles, Once You Drop (Best Spooky Product)

~Herb Light, ScareBnB (Most Unique Take, runner up)

~Twix, Zombie Claus (Most Unique Take)

~Rivian, Ghostbusters (Halloween Campaign of the Year)

Bose topped Ad Age's Gen Z brand tracker, ahead of Liberty Mutual, The Farmer's Dog, Electronic Arts and Hollister—what it reveals about humor and nostalgia, in-person experiences, and growing AI skepticism among young consumers. Plus, Dentsu Creative hires Michael Aimette as U.S. chief creative officer; ChatGPT begins running ads alongside AI-generated images; the ANA, 4As and IAB team up on AI, talent and cross-media measurement; 350 Action unveils a life-size gallium statue of Ron DeSantis that melts.

Host Parker Herren breaks down what each story means for marketers navigating Gen Z trust, AI skepticism, agency creative leadership and cross-media measurement. Subscribe for weekly industry news roundups, plus biweekly deep-dive conversations with Ad Age reporters.

Dig deeper on the topics mentioned in this week's episode:

~20 brands catching Gen Z's attention right now and how they are doing it

~Dentsu Creative hires Michael Aimette as US chief creative officer to raise creative ambitions

~Inside OpenAI's pitch to brands for ads alongside AI-generated images in ChatGPT

~Inside ANA, 4As and IAB's closed-door talks on AI, talent development and ad measurement

~Ron DeSantis melts down in striking Florida climate change installation

Novig released a second Sydney Sweeney ad after the first drew criticism and tripled trading volume, and what it reveals about celebrity partnerships. Plus, Vice Media named Shannon Washington president and creative leader of Virtue Worldwide; Apple fixed the Safari change that blocked The Trade Desk's ads; Parke, Reale Actives, and Dairy Boy showed how creator-led brands use social listening and community building; Even Realities debuted a 10-part horror series.

Host Parker Herren breaks down what each story means for marketers navigating celebrity risk, platform dependence, agency rebuilds, and creator-led growth. Subscribe for weekly industry news roundups, plus biweekly deep-dive conversations with Ad Age reporters.

Dig deeper on the topics mentioned in this week's episode:

~Novig expands controversial Sydney Sweeney campaign as trading volume triples

~Virtue appoints Shannon Washington president as the Vice-owned agency plots a rebrand

~Apple fixed The Trade Desk's Safari ad problem—but broader ad tech restrictions could be next

~3 strategies marketers can borrow from creator-led brand playbooks

~Even Realities microdrama explores the horrors of smart-glasses surveillance