R.R. Donnelley & Sons Company (RRD), a leading global provider of marketing and business communications, earned recognition in Ad Age’s 78th Agency Report as one of the top 10 largest advertising and marketing services agencies in the U.S. The 2022 report represents the fourth consecutive year RRD Marketing Solutions is featured on the list. Produced by Ad Age DataCenter, the industry’s most authoritative source of competitive intel, the Ad Age Agency Report includes rankings of advertising, marketing services, and media agencies based on 2021 revenue.

Following the publication of Collage Group’s “2025 State of Brand Cultural Fluency” report, the cultural intelligence data company also looked at which brands are most resonant with Gen Z, and which brands are more differentiated in appealing to the generation (compared to consumers overall). Oreo was the top-performing brand overall with Gen Z, followed by YouTube, and Pringles. Nerds, Sour Patch Kids, and Spotify were the most differentiated brands with the generation. Marketing Daily caught up with Collage Group senior director of cultural insights Jack Mackinnon to discuss the report’s results, key points for marketers about how to appeal to Gen Z, and what marketers should avoid. How would you characterize the list of brands that are top-scoring or most-differentiated with Gen Z?  Jack Mackinnon: They look like Gen Z to me, and by that I mean people sometimes forget they’re young because they have this seriousness to them in response to the threats – economical, environmental, and health-related – they grew up with. But they’re still young, teenagers in some cases. They’re still gravitating toward candy brands, Pocky, Capri Sun. There’s also a factor of nostalgia as a stabilizing force. So these are brands that have a playful origin but have found a voice that has an edge to it. Duolingo is a good example of that. They tap into that annoying and aggressive side. Sour Patch Kids has had a similar approach of injecting an edginess into marketing emphasizing their sourness for a few years now. CeraVe has had some real playfulness with how they merge beauty, personal care and health with some humor that taps into Gen Z’s obsession with beauty.

Rising postal rates pose a significant challenge for industries that rely heavily on direct mail. However, increased costs don’t have to spell the end of your direct mail strategy. With a few strategic adjustments and considerations, brands can offset these higher rates while continuing to achieve their marketing goals. Here are some strategies to consider: 1. Optimize Mail Specifications - Postal rates often vary based on the size, weight, and format of your mail. By designing your mail pieces to fit cost-effective dimensions, you can reduce postage expenses. 2. Purchase Paper Directly from Midland - Paper costs can make up a significant portion of your direct mail budget. One effective way to manage these costs is by purchasing paper directly from Midland. 3. Utilize Postal Discounts and Programs - Take advantage of postal discounts and incentive programs offered by postal services. For example, USPS often has promotions that can help reduce costs. 4. Test and Analyze Campaigns - Regularly test various aspects of your direct mail campaigns—such as design, copy, offers, and targeting criteria. Use the results from these tests to refine and optimize future campaigns. 5. Invest in High-Quality Creative - Eye-catching, high-quality designs can significantly boost response rates. Unlike website or email designs, direct mail benefits from professional, compelling visuals and copy.