Deep Dive

Industry insights from our journalists


  • Ben Affleck wears a branded Dunkin' sweatsuit and introduces The DunKings as part of the chain's Super Bowl LVIII ad.
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    Courtesy of Dunkin'
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    ‘Advertisers tried too hard’: Few Super Bowl LVIII ads win as celeb takeover continues

    Brands that forged true connections to culture broke through the clutter of a broadcast heavy with sociopolitical messages from some advertisers.

    Peter Adams and Chris Kelly • Feb. 12, 2024
  • The Apple logo is displayed on the exterior of an Apple Store.
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    Justin Sullivan / Staff via Getty Images
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    What Apple’s adoption of RCS for iPhones could mean for marketers

    Businesses using the richer text messaging format are expected to drive global operator revenue of RCS to $8 billion in 2025 on the heels of Apple’s move.

    Jessica Deyo • Jan. 25, 2024
  • Futuristic robot solves jigsaw puzzle together with a businessman
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    CreativaImages via Getty Images
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    How generative AI could solve the cookie deprecation puzzle in 2024

    Marketers could turn to artificial intelligence to solve for the tracking and targeting issues caused by the death of the third-party cookie.

    Chris Kelly • Jan. 16, 2024
  • An influencer on a mobile phone having a live stream while receiving positive interactions from followers.
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    simplehappyart via Getty Images
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    Inside the creator marketing trends expected to go viral in 2024

    Some marketers are betting creator-led advertising is the way forward, while social commerce and artificial intelligence could yield fresh potential.

    Jessica Deyo • Jan. 11, 2024
  • Businessperson with balancing balls newtons cradle and business target
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    CreativaImages via Getty Images
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    8 predictions for 2024 as marketing seeks a new normal

    Following a period of extremes, key trends like retail media and ad-supported TV could settle down while experiments in areas like AI ramp up.

    Peter Adams, Jessica Deyo, Chris Kelly and Sara Karlovitch • Jan. 9, 2024
  • Grimace McDonald's
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    Courtesy of McDonald's USA
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    How the best marketing campaigns of 2023 mastered pop culture nostalgia

    Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.

    Chris Kelly, Sara Karlovitch and Jessica Deyo • Nov. 29, 2023
  • A customer walks by a Pride Month merchandise display at a Target store on May 31, 2023 in San Francisco,
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    Justin Sullivan/Getty Images via Getty Images
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    Brand backlash: Are 2023’s epic marketing fails part of a bigger problem?

    High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.”

    Peter Adams • Nov. 28, 2023
  • Sam's Club holiday campaign
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    Courtesy of Sam's Club
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    Sleigh the season: Will caution stifle the holidays or can marketers win?

    Consumer spending is expected to surpass pre-pandemic figures, but brands are proceeding carefully as uncertainty looms.

    Jessica Deyo • Nov. 16, 2023
  • A person holding a Stanley Quencher tumbler.
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    Permission granted by Stanley
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    The rise of the Stanley tumbler: How a 110-year-old brand achieved viral success

    Historically marketed to workmen and outdoorsmen, the brand unlocked the power of women selling to women with the help of a group of influencers.

    Caroline Jansen • Nov. 14, 2023
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    Sean Gallup / Staff via Getty Images
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    Retail media’s standardization race is heating up — what’s at stake?

    Calls for industry unity are growing as marketers stamp their feet about its fragmentary state, but the push for shared best practices faces an uphill battle.

    Peter Adams • Aug. 17, 2023
  • American Eagle Back to School 2023 Campaign featuring Maddie & Kenzie Ziegler.
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    Courtesy of American Eagle
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    Back-to-school 2023: Can marketing transcend the turbulence?

    Top marketers from American Eagle and Amazon weigh in on strategy as the season’s spending forecast paints a gloomy picture.

    Jessica Deyo • Aug. 8, 2023
  • Actor Ben Affleck, wearing a blue plaid shirt and dark coat, stands in front of a Dunkin' sipping a coffee.
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    Permission granted by Dunkin'
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    6 campaigns that broke through the creative rut of H1 2023

    Though tightened advertiser budgets have spurred a sense of dullness, bets on buzzy tech, experiential displays and major refreshes seized the moment.

    Peter Adams and Jessica Deyo • July 11, 2023
  • City of Miami police officers keep an eye on protesters outside of a Target store on June 01, 2023 in Miami, Florida.
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    Joe Raedle/Getty Images via Getty Images
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    Culture wars rage on, forcing marketers to decide whether to reevaluate or retrench

    The dual forces of the backlash to inclusive marketing and the rapid rise of generative AI could lead marketers to reconsider the role of brands and how to advertise in H2 and beyond.

    Chris Kelly and Shaun Lucas • July 11, 2023
  • Blank paste-up posters on a wall.
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    Shaun Lucas/Marketing Dive
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    Marketing in 2023: H1 by the numbers

    Measurement uncertainty, budget changes and platform shifts were top of mind.

    Jasmine Ye Han • July 11, 2023
  • A store display shows a person looking off to the side and tossing their hair, and the words "take pride."
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    Daphne Howland/Marketing Dive
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    How Target went from loud and proud — to silent

    The retailer remains quiet after pulling some Pride merchandise due to safety concerns. LGBTQ+ groups and marketers say that sends the wrong message.

    Daphne Howland • June 7, 2023
  • Maybelline's first-ever CGI avatar, May, which the brand is launching alongside its Falsies Surreal Mascara.
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    Courtesy of Maybelline
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    How legacy beauty brands are aging down to reach Gen Z

    Ever-changing trends and flashy brands like E.l.f. Cosmetics are challenging giants like Estée Lauder and L'Oréal to draw from a new playbook.

    Jessica Deyo • June 2, 2023
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    Retrieved from Unsplash on July 22, 2021
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    Mythbusting the JIC, weaponizing the MRC: What’s up with measurement?

    Execs from a new industry consortium focused on persistent measurement issues have been touting their rapid progress and Nielsen's potential role.

    Chris Kelly • May 15, 2023
  • A logo of Bazooka gum is overlaid on a comic strip.
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    Photo illustration: Bazooka Candy Brands; Industry Dive

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    How Bazooka Gum uses nostalgia to drive sweet success

    More than 75 years after the iconic pink bubble gum first launched, it’s still popular for the flavor, texture and comics that made it famous — and that isn't likely to change.

    Megan Poinski • April 19, 2023
  • Metaverse city concept
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    Kinwun via Getty Images
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    Will metaverse marketing survive the current tech rout?

    Brands remain active despite a lot of doomsaying, though experts agree they must prioritize compliance as platforms like Roblox tighten their policies.

    Peter Adams • April 5, 2023
  • Serena Williams in Rémy Martin's “Inch by Inch” campaign
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    Courtesy of Rémy Martin
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    A new era for alcohol advertising gets a slow start

    AB InBev ended its 33-year hold on alcohol advertising for Super Bowl LVII, inviting new entrants like Crown Royal and Rémy Martin to capitalize on the hype.

    Sara Karlovitch • Feb. 17, 2023
  • Maya Rudolph in  M&M's Super Bowl ad
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    Retrieved from M&M's on February 13, 2023
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    ‘Safe, lazy, boring’: How Super Bowl LVII ads mostly fumbled

    Celebrity fatigue was prevalent in a night overly reliant on famous faces doing goofy humor, while a handful of emotionally driven spots hit the mark.

    Peter Adams and Chris Kelly • Feb. 13, 2023
  • A hand holds up a remote in front of a television screen.
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    RainStar via Getty Images
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    Has TV ad measurement’s day of reckoning finally arrived?

    Major industry players have come together to push for alternative currencies, but Nielsen has proven resilient, even amid challenges to its monopoly.

    Chris Kelly • Jan. 30, 2023
  • Person walks past grocery store
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    Spencer Platt / Staff via Getty Images
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    9 marketing trends to watch as 2023 tests transformation bets

    Pivots to ad-supported streaming, alternative measurement currencies and new social platforms all face challenges as consumers simplify their choices. 

    Peter Adams, Jessica Deyo and Sara Karlovitch • Jan. 18, 2023
  • Casey's
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    Permission granted by Casey's General Stores
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    C-store chains are betting on retail media in 2023. But at what cost?

    On the heels of 7-Eleven announcing its first venture into the space, retail media promises to bring new growth and opportunities — as well as challenges — for c-stores.

    Brett Dworski • Jan. 13, 2023
  • Old Spice's deepfake ad starring Dolph Lundgren
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    Retrieved from Old Spice on February 24, 2022
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    9 campaigns that boosted the mood in 2022

    Amid persistent economic woes, an ongoing war and a series of controversies, efforts by McDonald’s, Old Spice and Chipotle found a way to cut through the noise.

    Peter Adams, Jessica Deyo and Sara Karlovitch • Dec. 12, 2022