Novig expands controversial Sydney Sweeney betting campaign

Ad Age’s Brian Bonilla reports that sports prediction company Novig is rolling out a second iteration of its provocative Sydney Sweeney campaign, which drew criticism from female athletes and national attention.

Why it matters. Marketers weighing deliberately polarizing celebrity campaigns now have a company willing to cite controversy-driven engagement as proof of concept rather than reputational risk.

Signal from adage.com · Brian Bonilla · read the original.

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