activations Brand Marketing Life-Sized Action Figures Are Popping Up Around the World to Promote Overwatch Sometimes, a big video game launch requires something suitably big to promote it. To mark the launch of its long-awaited new title, Overwatch, Blizzard Entertainment has partnered with Droga5 to create three life-sized action figures (mint condition in box, with all accessories) from the game and placed them around the planet. Brand Marketing Is Brand Activation Marketing Finally Getting Respect as a Truly Creative Field? Jim Carlton has long struggled to characterize what it is, exactly, he does for a living. "It's a question my parents have often asked me," he tells Adweek, adding, "Design was hard enough to explain to them!" Digital 6 Keys to Conquering SXSW Austin’s SXSW is never about just one thing, it’s about one more thing. Brands look to outdo each other, startups look to outshine each other and parties look to be more epic than the last. Starting today with the interactive portion of the festival, Austin is a case study in the social media phenomenon of “fear of missing out,” or FOMO.