Weekly Report: Dollar Tree shifts to emotional branding as it eyes $1 billion in untapped sales

Dollar Tree named independent agency Tombras its first-ever creative agency of record ahead of a September brand campaign—what it reveals about the shift from performance marketing to full-funnel brand building. Plus, Quality Meats co-founders launched cannabis beverage Herb Light, using retro beer nostalgia to help THC drinkers understand dosage before they try it; OpenAI expanded ChatGPT's ad infrastructure with new partners including Kochava, though brand safety and independent verification tools are still missing; creator economy veterans launched JERi, a new agency built to give creators a seat at strategy and planning instead of just execution; and Columbia Sportswear closed its eight-month flat earth campaign with adam&eve/TBWA, handing out consolation gift cards after no one could prove the earth is flat. Host Parker Herren breaks down what each story means for marketers navigating full-funnel brand building, emerging ad measurement channels, and the creator economy's shift toward strategic partnership. 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: ~Dollar Tree chooses Tombras as its first creative agency of record ~Quality Meats founders move into cannabis—inside their Herb Light launch ~ChatGPT beefs up ad measurement, but gaps remain for buyers ~A new creator agency with an advisory board model gives talent a seat at the strategy table ~Columbia Sportswear calls off 'Expedition Impossible' but has consolation prizes for Flat Earthers