The Latest
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Yujin Kim/Marketing Dive
Tracking every ad buy for Super Bowl LV
Chipotle and DoorDash will make their first appearances at the big game, while Budweiser opts to sit out and reallocate its budget to COVID-19 support.
UPDATED: Jan. 25, 2021 at 9 a.m. -
Shutterstock
Sponsored by 8th Wall5 reasons WebAR should be part of your marketing plan
Find out why brands are all-in on WebAR and what you need to know to add it to your marketing plans.
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Unilever's ambitious new plan for fighting social inequity includes more diverse advertising
Wide-ranging directives around inclusion and climate change come as the company reportedly preps a significant international media-buying review.
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Courtesy of Kraft Heinz Canada
Kraft Heinz Canada flips amateur artwork into ketchup labels
The campaign was inspired by a global experiment in which people were asked to "draw ketchup" and most drew the iconic bottle from memory.
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Courtesy of Procter & Gamble
P&G expands marketing 7% amid higher demand for household brands
The company is well-positioned to address macro trends like a continued focus on home and stronger preference for reputable brands, per CFO Jon Moeller.
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Courtesy of Publicis
Barilla cooks up pasta timer playlists on Spotify
The world's largest pasta company and agency Publicis released playlists with run times equal to cooking times for different pasta shapes.
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Adthena buys Kantar's paid search business as marketing consolidation ramps up
Kantar clients who use its dedicated search tools can now access Adthena's AI-powered search intelligence product suite.
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Retrieved from Twitch on January 20, 2021
Capital One deepens bet on Twitch to reach ad-averse gamers
By compensating Twitch streamers and lowering the barrier to entry for viewers to support their favorite creators, Capital One aimed to showcase its mission to simplify transactions and financial wellness.
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Retrieved from Triller on October 05, 2020
Triller reportedly preps Super Bowl ad as app looks for breakout moment
The TikTok rival could be looking to the big game as a stage to better familiarize consumers with its brand and scale its user base.
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'Post-truth' climate impacts Gen Z's conflicting brand perceptions, Forrester says
The percentage of 18- to 23-year-olds that said it's "cool" to be associated with a brand on social media fell to 46% in 2020 from 52% in 2019.
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Opinion
Unbound media: 6 lessons for a post-agency world
As digital media increasingly present effective alternatives to traditional ad buys, they also increase the value of and control over data, pushing more marketers to take operations in house.
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Pinterest's new ad format automates personalized messaging
Dynamic creative ads tailor imagery and information to support brands' focus on online shopping as Pinterest plays catch up in automation.
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SOPA Images Limited / Alamy Stock Photo
Home Depot, Omnicom face shareholder questions over advertising's role funding hate speech
In response to questions about shareholder resolutions, both companies outlined their stances against hate speech and steps they've taken to address the issue.
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Courtesy of Sun-Maid
Sun-Maid recruits kids for first 'Board of Imagination'
The packaged food marketer seeks to inspire creativity in kids with its "Imagine That" campaign.
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CMOs will be more cautious in 2021 with growth strategies, Gartner finds
Almost three quarters of marketers said they will rely on existing customers for growth rather than developing new markets in the months ahead.
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Courtesy of Truly Hard Seltzer
Truly Hard Seltzer targets millennials shunning Dry January
To promote new tea flavors, the brand offered free merchandise to the 62% of drinking-age millennials avoiding the alcohol-free movement.
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Retrieved from Clio Awards on July 13, 2020
Nike's apps played crucial role in driving engagement, 2020 digital sales growth
Its app suite underscores a philosophy of accessibility for shoppers, while helping Nike gather data on purchasing habits, personal information and exercise routines that can inform future marketing.
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Volkswagen released "The Wheel" as part of the campaign showing the progression of mobility. This image was retrieved from its video on Jan. 14, 2021.
ColumnCampaign Trail: Volkswagen's ode to the wheel tracks mobility's evolution
A 90-second ad teases the brand's first all-electric car while illustrating the impact of the wheel's revolutionary design on transportation and beyond.
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What to know about second-party data as marketers tilt toward collaboration
Forecasts from Winterberry Group outlined use cases in areas like insights and measurement, while cautioning how second-party data can be misapplied.
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Mobile ad spending surged 26% in 2020 as pandemic fueled demand
App Annie indicates financial pressures sent marketers on the hunt for cheaper ad inventory like interstitials during a banner year for engagement.
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Garnier
Garnier tweaks social strategy to guide at-home hair colorists during pandemic
The L'Oréal-owned brand in 2020 tapped influencers, a new livestream series and virtual consultations via Instagram and YouTube, helping to spur a 9.4% lift in hair color sales.
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Courtesy of Anheuser-Busch
Stella Artois ties with Blue Apron to serve at-home Super Bowl menu
NFL champs Eli Manning and Victor Cruz will demonstrate how to make game-day recipes in a special episode of the beer brand's online cooking series.
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Courtesy of Kia
Kia nixes 'Motors' from name as it sets sights beyond vehicle manufacturing
After revealing a new logo and slogan earlier in the month, the automaker further detailed plans to center more of its business on sustainable areas like electric vehicles and mobility services.
UPDATED: Jan. 15, 2021 at 9:19 a.m. -
ISpot buys Ace Metrix to expand analytics for TV and CTV ads
The deal addresses the need to measure both business outcomes and brand impact for ads amid a media marketplace fragmented between linear and streaming TV.
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Courtesy of Cheetos
Cheetos teases mysterious Super Bowl ad starring Ashton Kutcher
The commercial for Cheetos Crunch Pop Mix will mark the second straight year the Frito-Lay brand has run an ad in the big game.
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This screen grab was retrieved from Twitch streamer Fuslie's livestream on Jan. 13, 2021.
Lexus crowdsources gamer-ready car design on Twitch
The luxury carmaker will customize a full-size version of its 2021 IS sedan based on poll results from Wednesday's livestream.
