Page 2

NFTs remain technology in search of clear brand strategy. Can agencies bridge the gap?

Bespoke new services from shops like Vaynermedia represent big rolls of the dice on a space that's already seeing some of its initial media fervor cool.

Toyota deepens commitment to esports with Twitch stream doubling as virtual race

A collaboration with esports organization Gen.G, the 10-day competition arrives as Toyota changes its marketing plans around the Olympics.

Mediaocean to buy ad server Flashtalking in boost to its omnichannel push

A year after its 4C Insights buy, the advertising software firm looks to provide marketers with a neutral alternative to Big Tech ad platforms.

Infiniti taps celebrities on Cameo for online shopping Q&A

Consumers can submit a question about the brand's new QX60 model and receive a personal video response from a celebrity via Cameo.

Marketing in a recovery: H1 2021 by the numbers

With data, privacy and shifting consumer preferences top of mind during the first six months of the year, U.S. digital ad spending is on pace to grow at its fastest rate since 2018.

Column

Campaign Trail: I Can't Believe It's Not Butter slathers on the satire in 'perfume' ad

A spot parodies luxury fragrance ads in a social-first effort that plays up the brand's unique spritz packaging and marks a return to its comedic roots.

Publicis goes all in on retail media with CitrusAd buy

The SaaS platform, whose clients include Macy's and Lowe's, will integrate with Epsilon as Publicis pushes harder on services centered around first-party data.

TikTok integrates Vimeo's video-creation tools to attract more small business marketers

Courting small- and medium-sized businesses by making it easier to produce high-quality videos is another sign of the app's maturity.

Triller pivots to long-form videos, shoppable livestreams with brand partners

Dr. Pepper and L'Oreal's NYX are among the brands looking to drive buzz or direct sales through the app that has refocused on longer-form content.

Taco Bell releases anime-style ad, manga tie-in to hype Nacho Fries' return

Drawing on iconography from franchises like Gundam, the brand targets a more niche community compared to past campaigns that mimicked Hollywood blockbusters.

Arby's serves up AI app to identify French fry variety

Following crinkle fries' recent addition as a permanent Arby's menu item, a new camera-powered feature arrives in honor of National French Fry Day.

Deep Dive

9 campaigns that showed marketers staying nimble despite haze of H1 2021

As consumers navigate the stop-start nature of pandemic recovery, some brands have proved adept at addressing their anxieties and tech needs by offering a dose of optimism, in-person events or NFTs.

Data privacy evolved at a dizzying pace in H1, with more still to come

Google delayed the death of third-party cookies, but brands, agencies and other partners can't be complacent in finding long-term alternatives and working toward a privacy-friendly future.

Absolut helps drinkers express social boundaries with cheeky merch

The #MixResponsibly campaign hinges on research that found 56% of U.S. adults have not expressed to friends their social distance expectations.

Google begins supporting email authentication protocol to guard against phishing

The Brand Indicators for Message Identification framework verifies identity by presenting a company's logo alongside its official emails in Gmail inboxes.

Facebook to invest $1B in creators in bid to bolster Reels, livestreaming offerings

Beefing up creator perks comes as the company faces increasingly stiff competition from TikTok and significant changes to user tracking.

Lipton casts T-Pain as 'Cousin T' in sitcom-inspired digital ads around family unity

Developed with creative agency Ten35, the content play signals how brands are dipping their toes back into tactics that have been waylaid by COVID-19.

Marketing budgets slip in relation to revenue, shrinking to 6.4%, Gartner finds

The firm's latest CMO Spend Survey found that allocations to areas like external agencies continued to drop while investments in digital and commerce remained strong.

Sweetarts spins online music mixer with candy-inspired sounds

Fans who create beats through the mixer can enter a contest to win a professional recording experience with Christina Aguilera.

7-Eleven to launch Slurpee into space in a nod to its delivery service

By ordering on the app, fans can vote for which flavor will be sent and enter to win commemorative cups returning from space.

Why a creative veteran is bullish on next-generation customer experiences

Following a decade at award-winning shop R/GA, David DeCheser recently became Valtech's first senior vice president, executive creative director for North America.

Dentsu buys LiveArea in $250M bet on Merkle's commerce expansion

The deal aligns with the agency group's larger ambition to generate 50% of revenue from customer transformation and technology services.

Panera tailors swimwear collection to those who eat soup in hot weather

An e-commerce gambit featuring a bread bowl pool float and other merchandise arrives as record heat rocks parts of North America. 

Asics invests proceeds from NFT shoe drop back into digital arts community

The activewear company is encouraging creators in its Digital Goods Artist-In-Residence Program to make new work inspired by the brand's philosophy.

6 campaigns that stood out amid H1 growth in mobile usage, app spending

Popular apps in the audio, social and video categories are driving growth and opening ways for brands like Chipotle, Heinz and Burger King to reach people.