Campaign Trail: Kraft wants mayo lovers to let their freak flags fly

The Latest

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  Tripadvisor pushes beyond banner ads with data-driven content studio

  San Diego Tourism Authority is the first external client for the shop that leverages the platform’s first-party insights to reach high-intent travelers.

  Brand Strategy

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  Mike’s Hard Lemonade pays consumers to take PTO

  Consumers who “request” a day off on the promotion’s landing page might be chosen to receive $200 via Venmo or Zelle. 

  Social Media

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  YouTube brings revenue sharing to Shorts as battle for creator talent intensifies

  Short-form video is also becoming a pathway to YouTube’s partner program as it tries to keep creators within its ecosystem and away from rivals like TikTok.

  Mobile

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  Duracell calls on tech geeks to energize new TikTok page

  A paid program will see self-proclaimed nerds collaborate in a workshop space on battery-powered products and life hack content. 

  Brand Strategy

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  E-commerce apps lose pandemic luster

  New research shows downloads and marketing spending is declining amid shifts in consumer behaviors, data privacy changes and recession fears.

  Mobile

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  Retail media makes up 11% of global ad spend, GroupM says

  Global advertising revenue for retail-based companies will grow from $88 billion in 2021 to $101 billion this year and to $160 billion in 2027.

  Brand Strategy

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  Walmart weds data to popular apps like TikTok in latest ad play

  A new Innovation Partners program that also features Snapchat and Roku seeks to help brands better understand what engages Gen Z.

  Brand Strategy

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  Samsung, NBCUniversal bring Rockefeller Center to the metaverse

  "Tonight at the Rock - Powered by Samsung Galaxy" demonstrates how brands and publishers are collaborating in emerging channels like Fortnite.

  Brand Strategy

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  Deep Dive

  How an empowered creator economy is challenging marketers

  Likes no longer equal success, authenticity sells and TikTok’s highest paid contributors just launched their own enterprise, leaving marketers on a continuous pivoting loop.

  Brand Strategy

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  Why brands are creating original songs for TikTok

  McDonald's, Pizza Hut and Trident are among the marketers updating a cultural tactic for the top social platform.

  Brand Strategy

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  How Patagonia’s shakeup challenges marketers to act on sustainability

  As the outdoor retailer makes good on its Earth-loving promise in an exceptional way, the bar for value-driven commitments has been elevated.

  Brand Strategy

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  Little Caesars opens Instagram gallery selling pepperoni-themed art

  A framed oil painting offering a pizza-inspired spin on van Gogh is among the “fanceroni” items available on a first-come, first-served basis for $9.99. 

  Mobile

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  Crown Royal teams up with Uber Eats to reward delivery drivers

  While parent Diageo is a new official NFL sponsor, Crown Royal has been building a relationship with the league for years.

  Brand Strategy

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  Opinion

  Brands are driving cultural change — here’s how agencies can too

  If agencies want to keep up with cultural shifts, they need to immerse themselves in what’s happening around them.

  Brand Strategy

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  League of Legends enlists Lil Nas X for championship anthem

  The artist will release the song “Star Walkin’” ahead of the championship event and will also create an in-game cosmetic skin.

  Brand Strategy

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  60% of CMOs to cut marketing analytics teams by 2023, Gartner predicts

  A survey calls out inefficiencies in data-driving marketing, which has seen rising importance but effectiveness hampered by cognitive bias and cherry-picking.

  Brand Strategy

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  NYT subway ads unlock Spelling Bee in purpose-driven campaign

  As commuters return to the rails, the company is promoting its games offering with QR code-enabled placements and donations to a charitable cause. 

  Brand Strategy

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  ESPN launches creator network to attract Gen Z

  While creators will not be compensated, they will be provided with travel, tickets, access, equipment and a series of learning courses.

  Mobile

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  Roku enlists agencies to help small businesses with streaming ads

  Camelot Strategic Marketing & Media is the first agency to join Roku’s new OneView certified partner program.

  Agencies

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  Apple tees up bigger search ads push ahead of holidays

  New media placements in the App Store follow a report indicating the iPhone maker’s privacy changes have boosted adoption of its search ad products.

  Mobile

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  Amazon expands email marketing tools for brands seeking new customers

  Brands can email message directly to shoppers who don’t follow them by using the free Tailored Audiences tool, which is currently in beta.

  Brand Strategy

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  Budweiser focuses on positive change in global World Cup campaign

  Soccer stars Lionel Messi, Neymar Jr. and Raheem Sterling run with fans of different ages, nationalities, ethnicities and abilities in a hero ad.

  Brand Strategy

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  Dentsu adds Web3 features to advertising tool kit

  Web3 club will help the holding company’s clients navigate the next stage of the internet. 

  Agencies

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  Fox taps Comscore as local TV currency

  Comscore is also running currency trials with Discovery, Warner Media and NBCU as media companies look to evolve their measurement systems.

  Video

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  Deep Dive

  Cold beer, hot planet: How two very different beer brands respond to climate change

  Coors Light and Corona have become more environmentally friendly in ways that remain true to each brand's positioning.

  Brand Strategy

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