If personalization is the holy grail of marketing, real-time personalization has been the missing piece. Optimove, the customer-led marketing platform best known for its “Positionless Marketing” approach, is taking a swing at it with Live Formulas, a new capability designed to trigger campaigns the instant customer behavior crosses a threshold.

Instead of waiting hours—or worse, a day—for signals to be processed, marketers can now act in the moment. For example, a high-roller depositing $1,000 within a 12-hour window can trigger an immediate VIP retention campaign, or a shopper browsing multiple luxury items without buying can receive a personalized offer within the hour.

What It Does

Live Formulas, now in closed beta, is baked directly into Optimove’s orchestration engine. It lets marketers create custom, real-time triggers using streaming customer data. The tool supports single or multi-step calculations, like:

• Tracking the sum of deposits within 90 minutes.

• Calculating the ratio of abandoned carts to product views in a two-hour span.

• Flagging churn risk when a player’s deposit-to-withdrawal ratio spikes.

When conditions are met, campaigns fire instantly—no analyst handoff, no engineering intervention, no stale data.

Ben Tepfer, Optimove’s Director of Product Marketing, put it plainly: “Marketers know the pain of seeing customer signals too late. Live Formulas gives them the power to act in the moment with no waiting, no handoffs, just real-time engagement.”

Industry Use Cases

The flexibility means wide-ranging applications:

• iGaming: Trigger retention offers when a player loses above a certain threshold within three hours.

• Retail: Serve up a time-sensitive discount if a customer views multiple high-ticket products without converting.

This kind of speed could help brands pivot from reactive marketing to proactive engagement—intervening before a customer leaves, rather than wooing them back after.

Why It Matters

Real-time engagement has been a buzzword for years, but execution often requires complex data pipelines, engineering resources, and lagging workflows. By embedding Live Formulas into its platform, Optimove is pitching marketers not just automation, but independence—the ability to design, monitor, and launch behavior-driven campaigns without outside dependencies.

Tepfer frames it as the evolution of Positionless Marketing: “Consumers don’t wait, and marketers shouldn’t have to either. With Live Formulas, we’re giving marketers the control to meet their customers in the moment with relevance, speed, and empathy.”

That emphasis on control aligns with an industry trend where marketing teams are demanding autonomy from technical bottlenecks, particularly as personalization becomes table stakes across retail, gaming, and subscription services.

The Bigger Picture

Optimove’s Live Formulas drop into a competitive landscape where rivals like Braze and Iterable have also been building real-time orchestration capabilities. The difference here is how flexible the logic can be—marketers aren’t confined to simple triggers like “clicked an email” or “visited a product page,” but can build multi-variable formulas that calculate ratios, sums, and thresholds across dynamic time windows.

If it works as advertised, Live Formulas could tilt the balance toward truly dynamic, customer-led marketing at scale. The challenge, of course, will be how easy it is for marketers to design these formulas without creating overly complex or error-prone logic.

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Small businesses account for nearly half of the U.S. economy, but when it comes to cutting-edge product design and marketing, they’ve been operating with hand-me-down tools. A new Flagship Pioneering spinout, Extuitive, wants to change that—arming entrepreneurs with AI-driven creative, testing, and validation capabilities once reserved for Fortune 500 giants.

The company, unveiled today with $20 million in seed funding, is built around what it calls “agentic AI”—autonomous software agents trained to think like consumer researchers, marketers, and product designers. In practice, that means a startup founder could generate product concepts, simulate consumer reactions, and test marketing campaigns all inside a single platform, without burning through budget on traditional research cycles.

Leveling the Playing Field

“Small businesses represent more than 40% of U.S. GDP but have been excluded from the tools and research needed to innovate at scale,” said Noubar Afeyan, Co-Founder and Chairman of Extuitive (and Founder & CEO of Flagship Pioneering). “By applying advanced AI to democratize product innovation and marketing, Extuitive is enabling entrepreneurs to create and amplify with the speed, insight, and sophistication once limited to the world’s largest companies.”

Extuitive’s AI-native platform is designed to handle three core functions:

• Creative generation: Produce multiple product concepts or targeted content instantly.

• Simulated consumer testing: Use behavioral models to predict market fit before launch.

• Real-time validation: Continuously test and refine messaging, creative, and designs for specific audiences.

Armen Mkrtchyan, Extuitive’s CEO and Co-Founder, called it “a platform that simulates real human preferences with remarkable precision,” noting that agentic AI collapses the traditional time and cost barriers of product innovation.

Building on Legacy, With AI at the Core

Extuitive isn’t Flagship’s first foray into data-driven product design. The company builds on the legacy of Affinnova, an algorithmic design pioneer also born from Flagship, which was acquired by Nielsen in 2014. Where Affinnova used algorithms to optimize consumer-driven design, Extuitive takes the concept further with autonomous AI agents that can learn, adapt, and validate at speed and scale.

That positions Extuitive at the intersection of several market trends: the growing democratization of AI tools, the rising need for faster go-to-market cycles, and the appetite among SMBs for enterprise-grade insights without enterprise-sized budgets.

The Bigger Picture

The launch comes as AI-native startups are racing to redefine workflows across industries—from content creation to drug discovery. What makes Extuitive interesting is its explicit focus on SMBs, a segment often ignored by AI-first ventures chasing big-ticket enterprise contracts.

If successful, the platform could help level the innovation playing field: giving entrepreneurs the kind of research power Nielsen or McKinsey once charged millions for, at a fraction of the cost and time.

Extuitive’s leadership team includes CEO Armen Mkrtchyan, President Sunand Menon, and Chief Science Officer Chong Guo, with backing from industry heavyweights like Afeyan and David Kenny, Executive Chairman at Nielsen.

For now, the company is in early stages, but with $20 million already committed, Extuitive has runway to develop its platform and start building a user pipeline. Whether SMBs will adopt at scale—and how competitors respond—will be worth watching.

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TotalEnergies is shaking up its North American leadership. The company has appointed Olivier Gauthier as President and Managing Director of TotalEnergies Marketing USA, based in Linden, New Jersey.

Gauthier steps into the role after serving as Managing Director of TotalEnergies Marketing Canada, where he helped expand the brand’s presence in a competitive energy market. He succeeds Franck Bagouet, who is moving into a new position within the broader TotalEnergies Group after a five-year tenure in the U.S.

Leadership Change, Same Strategic Mission

Bagouet described his time at the helm as marked by “meaningful human connections and the privilege of working alongside an exceptional team committed to customer satisfaction.” He expressed confidence that Gauthier’s expertise will continue driving the growth of TotalEnergies’ lubricants portfolio in the U.S. market.

For his part, Gauthier struck a forward-looking tone: “I am honored and proud to lead TotalEnergies Marketing USA. Together with our talented team, we will reinforce existing partnerships and explore new market opportunities.”

What’s at Stake

TotalEnergies Marketing USA is part of the company’s Americas Division, focusing on a range of lubricants and industrial products. Its portfolio includes Quartz Engine Oil, Hi-Perf Motorcycle Engine Oil, Rubia Heavy Duty Engine Oil, Kleenmold Glass Lubricants, and TotalEnergies Industrial Lubricants.

The U.S. remains a growth market for industrial and consumer lubricants, with increasing competition from both multinational giants and regional players. Gauthier’s challenge will be to expand market share while strengthening long-term distributor and customer partnerships—a balancing act that has defined TotalEnergies’ North American strategy.

The Bigger Picture

TotalEnergies, the world’s fourth-largest oil and gas company, has been leaning heavily into its Marketing & Services branch as a way to expand beyond exploration and production. Appointments like Gauthier’s highlight the company’s emphasis on localized leadership, ensuring global scale doesn’t dilute regional responsiveness.

With Gauthier now steering U.S. operations, TotalEnergies Marketing USA is set to continue pushing its mix of product innovation and customer-focused growth in one of its most competitive markets.

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Los Angeles’ PR scene is as competitive as it gets, but Marketing Maven has officially cracked the top tier. The bicoastal marketing and public relations agency has been ranked 10th among the Top PR Firms in Los Angeles by O’Dwyer’s, a long-standing authority in PR industry rankings.

This recognition places Marketing Maven alongside heavyweights like Edelman, Finn Partners, and Team Lewis—firms that have traditionally dominated the region.

A Broader Footprint

Beyond the Top 10 Los Angeles ranking, O’Dwyer’s also recognized Marketing Maven for its strength in multiple sectors, including healthcare, finance, professional services, nonprofit, travel, and technology. The firm’s reach isn’t limited to Southern California either—it operates nationally with offices in both Los Angeles and New York City.

CEO and President Lindsey Carnett, who founded the company 16 years ago, described the milestone as a full-circle moment: “I started Marketing Maven on the West Coast, and it has been exhilarating seeing it grow into a Top 10 Los Angeles PR firm. We are striving to bring our excellence in L.A. to our operations throughout the country.”

Why It Matters

O’Dwyer’s PR rankings are no small feat. Firms are required to submit tax documents verifying revenue, and results are segmented by both geography and vertical. Unlike some industry lists, O’Dwyer’s rankings emphasize PR-specific services like counseling and media outreach, rather than advertising or production-heavy revenue.

For Marketing Maven, this recognition not only validates its cross-sector expertise but also underscores its positioning as a mid-sized agency competing with global giants. With client needs evolving across social media, influencer marketing, digital advertising, and integrated campaigns, the firm’s hybrid offering of research, strategy, and execution seems well-timed.

The Competitive Set

O’Dwyer’s Top 10 Los Angeles PR Firms for 2025:

1. Team Lewis

2. Edelman

3. Davies Public Affairs

4. IW Group, Inc.

5. Lee Andrews Group

6. MMGY Wagstaff

7. Finn Partners

8. Blaze

9. Highwire PR

10. Marketing Maven

For a firm founded outside the traditional PR power hubs, Marketing Maven’s entry into this list signals not only its growth trajectory but also the growing demand for agencies that can blend traditional PR with modern digital marketing disciplines.

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Real estate’s marketing conversation is getting a new name. 1000WATT, the branding and marketing agency known for shaping some of the industry’s boldest identities, has rebranded its flagship Brand & Marketing Summit as “Signal.”

The newly christened event will take place June 2–4, 2026, at the Denver Center for the Performing Arts, putting storytelling, differentiation, and brand strategy center stage.

Why the Rebrand?

According to 1000WATT co-founder Brian Boero, the industry is at a “make-or-break” moment. Consolidation, AI, limited inventory, and intense competition have created conditions where standing out isn’t optional—it’s survival.

“Signal is for those companies, organizations, and practitioners that seek to break through the noise and seize the opportunity in this moment,” Boero said.

Marc Davison, fellow co-founder, added that real estate has always been about meaning and story. “From household names to neighborhood agents, consumers seek beacons of meaning that help them make choices. Signal is where those who feel that truth come to gain inspiration they can turn into action.”

What to Expect at Signal 2026

The event builds on the success of the 2025 summit, which drew over 500 leaders spanning brokerages, proptech startups, franchises, MLS organizations, mortgage firms, and associations. For 2026, attendance will be capped at 600 participants, keeping the conversations focused and high-value.

Details on sessions, speakers, and workshops will be rolled out in the coming weeks, but the overarching theme is clear: real estate brands can no longer just exist—they need to cut through.

Industry Context

The rebrand isn’t just cosmetic. As AI tools reshape how agents reach buyers and sellers, and as proptech startups disrupt long-standing business models, storytelling and brand differentiation are becoming as crucial as market data. Events like Signal put those soft-power levers front and center, giving leaders a forum to sharpen their message before competitors do.

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Avenue Z, one of marketing’s fastest-scaling agencies, has planted a bigger flag in New York. The firm has opened a new office at 156 Fifth Avenue in the Flatiron District—nearly doubling its footprint in the city and signaling its ambitions to become a national powerhouse in marketing and communications.

The new office isn’t just real estate bragging rights. It’s designed as a central hub for Avenue Z’s integrated campaigns, blending earned, owned, and paid media. The move also marks a decisive expansion of its public relations division, giving the firm a strategic edge as brands look for communications partners that can seamlessly combine traditional PR with digital and AI-driven strategies.

Why This Matters

PR has become increasingly intertwined with performance marketing, as companies seek visibility across both human and machine audiences. Avenue Z is leaning into that convergence, making PR part of its broader “AI Optimization” model—aimed at helping brands recover traffic and visibility in a search landscape reshaped by generative AI. It’s a timely bet, as competitors scramble to update their offerings for the AI era.

The People and Clients Behind the Push

Founder and CEO Jeffrey Herzog called the Flatiron office “a reflection of the momentum we’re building,” pointing to recent client wins including Republic Technologies, Prospero, Ualett, and Core VC. The agency continues to service long-term partners such as Sagard, Torch Capital, Athena Capital, and Tassat.

Leadership has also been beefed up, with new hires across media, strategy, and content, alongside internal promotions. VP and Managing Director Libbie Wilcox will anchor the Flatiron team, bringing deep expertise in strategic communications for tech, finance, venture capital, and private equity.

“We’ve built the PR team from the ground up, mixing outside hires with homegrown talent,” Wilcox said. “This office gives us a space to move fast, think big, and deliver meaningful outcomes for clients who are reshaping finance and technology.”

The Bigger Picture

The expansion places Avenue Z squarely in the middle of Manhattan’s competitive agency landscape, where rivals like Edelman, Finn Partners, and Highwire are also fighting for dominance. But with its integrated model—PR fused with performance media, digital marketing, and content strategy—the agency is betting that convergence, not specialization, will define the next chapter of communications.

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Google and PayPal are deepening their relationship in a new multiyear partnership designed to push the boundaries of digital commerce. The collaboration spans everything from AI-powered shopping experiences to embedded payments across Google’s ecosystem—setting the stage for a new era of agentic commerce.

“This is about making online transactions simpler and more secure,” Google CEO Sundar Pichai said, noting PayPal will leverage Google’s AI to enhance services and security. In return, PayPal’s payments infrastructure and branded checkout solutions will be embedded more widely across Google products—from Cloud to Play to Ads.

Agentic Commerce: Beyond the Buzzword

The centerpiece of the partnership is “agentic commerce”—AI-driven shopping and payment flows where intelligent agents handle discovery, purchasing, and personalization on behalf of users. PayPal brings the payments muscle, trusted identity solutions, and global reach; Google contributes AI horsepower and its proposed Agent Payments Protocol, a scalable industry standard for secure agent transactions.

This isn’t just a technical alignment. If widely adopted, agentic commerce could upend how consumers shop, shifting the decision-making from browsers and apps to intelligent intermediaries. That creates both opportunities and challenges for merchants, who may find themselves competing for algorithmic attention instead of shelf space.

PayPal Gets Deeper Into Google’s Stack

As part of the deal, PayPal Enterprise Payments will process card transactions across core Google platforms including Ads, Cloud, and Play. Meanwhile, Google Cloud will support PayPal in reimagining its payments infrastructure—suggesting that PayPal, like many fintechs, sees cloud scale as essential for staying competitive.

PayPal’s branded checkout, Hyperwallet, and Payouts solutions will also be embedded throughout Google products, potentially giving billions of users more consistent and streamlined experiences.

The Big Picture

The tie-up underscores how payment companies and tech giants are jockeying to control the future of digital commerce. Apple has pushed aggressively into payments, while Amazon continues to refine its own checkout and merchant services. For Google and PayPal, this alliance is a chance to create a differentiated standard for AI-driven shopping before rivals define the space.

As PayPal CEO Alex Chriss put it: “Together with Google, we are leading the way for digital commerce, ensuring greater opportunities for merchants and users worldwide.”

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Hightouch, the $1.2 billion data and AI agent platform for marketers, is planting deeper roots in New York City with a new office and a key leadership hire. The company, which helps brands activate their data for personalized, AI-driven marketing, has also doubled its presence in EMEA and now employs more than 250 people worldwide.

NYC Hub for Growth

The new Flatiron-area office is already home to 45 staff across sales, marketing, customer success, and engineering. Co-founder and co-CEO Tejas Manohar called New York “a hub for sophisticated businesses that want to harness their data to grow faster,” noting Hightouch’s east coast momentum.

The company’s distributed workforce model continues to expand globally, with headcount in EMEA doubling to meet demand for localized support.

New HR Leadership

Chelsea Williams joins as Head of HR to scale culture and people operations across Hightouch’s international footprint. Williams, who previously led People & Culture at Cordial, brings a decade of experience building HR programs for high-growth tech firms. Her mandate: strengthen hiring, onboarding, leadership development, and employee experience as Hightouch scales.

“My focus will be to scale a culture where every team member can thrive,” Williams said. “As we expand in New York and globally, we’ll invest in the people and practices that help our teams do the best work of their careers.”

CDP Challenger With AI at the Core

Hightouch is carving out a space as a warehouse-native alternative to legacy customer data platforms (CDPs). By enabling marketing and data teams to work off the same infrastructure, the company promises faster, more flexible personalization without the bottlenecks of older systems.

Recent innovations include AI-powered Adaptive Identity Resolution and expanded AI Decisioning, which automate campaign choices and scale personalization. The company’s backers—Snowflake Ventures, Capital One Ventures, and Databricks Ventures—reflect its role at the heart of the modern marketing stack.

The Bigger Picture

As enterprise marketers wrestle with fragmented data and the rising costs of customer acquisition, platforms like Hightouch are positioning AI not just as a performance enhancer but as an operating system for modern marketing. With its NYC expansion and a people-first approach under Williams, Hightouch seems intent on scaling as fast as the AI-driven marketing movement it champions.

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