Case studies & trend reports

From 2017 through 2021, Ad Age Studio 30 produced monthly case studies and quarterly trend reports as exclusive editorial “member content” for premium-tier subscribers. Member content was sunsetted in 2022 when Ad Age implemented a hard-wall subscription service to the editorial content on the website, but exclusive content for premium subscribers returned with Ad Age’s All Access service.

Case study: Spotify’s ‘David Bowie Is Here’ subway takeover

How Spotify transformed a museum sponsorship into a city-wide cultural moment. This case study breaks down the brand’s immersive New York City subway takeover celebrating David Bowie—an ambitious partnership with the Brooklyn Museum and the MTA that blurred the line between advertising, public art, and fandom, while driving massive earned media and streaming lift. The campaign was a masterclass in how authentic cultural partnerships and hyper-local execution can scale globally without centering the brand itself. (March 2019)

Trend report: The new personalization—brands as citizens

In an era of social upheaval and rising consumer expectations, silence is no longer an option for brands. This member-exclusive trend report examines the shift toward purpose-led branding and corporate activism, unpacking when taking a stand builds trust—and when it backfires. Featuring expert analysis, real-world examples, and data on Gen Z expectations, the report offers a practical framework for navigating values-driven marketing without slipping into performative action. (April 2021)

Building the brand: Why so many marketers are leaning in to Twitch

As livestreaming explodes beyond gaming, Twitch has emerged as a powerful platform for brands seeking real-time engagement and community-driven marketing. This deep dive explores why marketers—from automakers to entertainment brands—are investing in Twitch, how the platform’s “lean-in” culture reshapes brand storytelling, what it takes to show up authentically with highly engaged audiences, and which strategic and measurement considerations brands must rethink in a live, participatory media environment. (December 2021)

To view the full archive of Ad Age member content 2019-2021, click here.