Deep Dive

Industry insights from our journalists


  • A person on a video call/filming/taking photos of a family toasting for a holiday dinner at home.
    Image attribution tooltip
    FG Trade via Getty Images

    Gift giving meets revenge living: Why experiences are so important this holiday season

    Consumer spending this year could meet last year’s totals, but with fewer gifts expected to be given, landing the sale just got harder.

    Jessica Deyo • Nov. 14, 2022
  • A person looking at product listings on a computer.
    Image attribution tooltip
    AndreyPopov via Getty Images

    As retailers sell more ads, marketers’ frustrations and fears grow

    Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants.

    Peter Adams • Nov. 8, 2022
  • A person stands in front of a camera recording themselves
    Image attribution tooltip
    Phynart Studio via Getty Images

    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.

    Jessica Deyo • Sept. 20, 2022
  • Molson Coors, beer, Coors Light, packaging
    Image attribution tooltip
    Courtesy of Molson Coors

    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.

    Sara Karlovitch • Sept. 13, 2022
  • A row of desks sit empty in a classroom with the desk in the forefront having a notebook and pencil sitting on top.
    Image attribution tooltip
    diane39 via Getty Images

    Back-to-school challenges marketers as shoppers focus on savings

    Brand loyalty is out the window amid economic distress, tasking brands and retailers to find new ways to court once-faithful customers.

    Jessica Deyo • Aug. 10, 2022
  • An American flag is unfurled over a football field as fireworks go off.
    Image attribution tooltip
    Brian Bahr/Getty Images via Getty Images

    Why NFL sponsors are reevaluating their relationship with the league

    This year so far has brought an unusual number of change-ups in how advertisers support the league. Several factors lay behind the shift.

    Sara Karlovitch • Aug. 3, 2022
  • A bartender adds an orange peel to a whiskey drink with ice.
    Image attribution tooltip
    MaximFesenko via Getty Images

    On ice: How whiskey brands are marketing to a new crowd

    The commercialized whiskey industry is hundreds of years old. If it’s going to survive another 100, the marketing playbook needs to change.

    Sara Karlovitch • July 19, 2022
  • Container yard port
    Image attribution tooltip
    Courtesy of DHL

    Why big agencies are investing in supply chain and inventory services

    While pandemic-driven trends have given agencies a peek into clients' broader operations, getting buy-in for new services could be a challenge.

    Aaron Baar • July 18, 2022
  • Two characters from Stranger Things as part of a Domino's partnership
    Image attribution tooltip
    Courtesy of Domino's

    7 campaigns that transcended the turmoil of H1 2022

    Amid global conflict, domestic crises and the continued effects of the pandemic, many marketers struggled to connect with distracted consumers.

    Chris Kelly, Sara Karlovitch and Jessica Deyo • July 12, 2022
  • Shot of a young businesswoman looking stressed while using a laptop during a late night at work.
    Image attribution tooltip
    Layla Bird via Getty Images

    Marketers lost their creative verve amid deluge of challenges

    Once-promising categories like crypto went silent due to an economic rout, while much of media investment flowed to performance channels that don’t inspire much in the imagination.  

    Peter Adams • July 12, 2022
  • Quontic Bank outpost Decentraland
    Image attribution tooltip
    Permission granted by Quontic Bank

    Banks eye first-mover advantage to embracing the metaverse

    Banks are carving out their own spaces in the metaverse, a virtual world estimated to represent a $1 trillion market opportunity.

    Anna Hrushka • June 3, 2022
  • Image attribution tooltip
    Courtesy of Marriott International, Inc.

    Why the media network craze is just getting started

    Marriott’s push to sell more digital advertising marked a first for the hospitality industry, but marketers shouldn’t be surprised if verticals from airlines to financial services follow suit. 

    Peter Adams • Updated May 31, 2022
  • Bud Light can and a Miller Lite can on a bubbly background.
    Image attribution tooltip

    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images

    How Miller Lite and Bud Light's epic clash shook the marketing world

    It’s a feud as old as light beer itself, filled with lawsuits and smear campaigns. However, waning interest in beer has heightened the stakes for both brands.

    Sara Karlovitch • May 24, 2022
  • Image attribution tooltip

    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images 

    Burger wars: How Burger King's rivalry with McDonald's reverberates through adland

    Despite McDonald's boasting twice as many restaurants, five times the ad budget and 10 times the revenue, Burger King's marketing innovations have had lasting impact.

    Chris Kelly • May 17, 2022
  • Image attribution tooltip

    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images 

    Brand rivalries that helped define modern marketing

    In this series, Marketing Dive explores enduring showdowns that have shaped the industry and how those dynamics are again shifting as brands prep for a post-pandemic world.

    Julia Himmel • May 10, 2022
  • Image attribution tooltip

    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images

    Sneaker supremacy: Nike and Adidas battle for brand love

    Duking it out over six decades, the athletic wear companies influenced sports marketing and culture like few others. Who dominates in the stretch ahead may hinge on innovation and acting on pledges.

    Natalie Koltun • May 10, 2022
  • Image attribution tooltip

    Photo Illustration: Shaun Lucas/Industry Dive; Getty Images 

    How Coke and Pepsi's rivalry shaped marketing — and where it goes next

    As the most enduring consumer brand rivalry enters a new phase in the metaverse, tall orders around sustainability may demand cooperation over competition.

    Peter Adams • May 3, 2022
  • How prepared is the ad industry for a cookieless future?

    Despite shifts in marketer priorities and stark warnings from experts, it's still not clear how advertisers will navigate the landscape after third-party cookie deprecation.

    Chris Kelly • April 26, 2022
  • Hostess Brands, Donettes, Twinkies
    Image attribution tooltip
    Permission granted by Hostess Brands

    With a portfolio of iconic snacks, Hostess Brands sweetens its business for another century

    Just a decade after bankruptcy, the Twinkies maker is thriving under CEO Andy Callahan, who has prioritized innovation and moving its iconic offerings into faster-growing occasions.

    Christopher Doering • April 1, 2022
  • Interior of Lego store.
    Image attribution tooltip
    Courtesy of Lego

    Brick by brick: How Lego continues to build a toy empire

    The retailer celebrates its 90th anniversary this year. With over $8 billion in sales and IP deals that tap into pop culture, it shows no signs of slowing down.

    Kaarin Vembar • March 29, 2022
  • Image attribution tooltip
    Leon Neal / Staff via Getty Images

    Brands face another test as emotions run high around Ukraine war

    There's clear consumer demand to cut ties with Russia, presenting a moral quandary for companies wanting to support employees or provide vital products.

    Peter Adams • March 16, 2022
  • Image attribution tooltip
    Courtesy of Burger King

    How QSR marketers are riding the plant-based food wave

    Marketing plant-based foods, whether made in-house or with industry partners, comes with its own challenges as chains stay true to their brands.

    Chris Kelly • March 8, 2022
  • Image attribution tooltip
    Anthony Kwan via Getty Images

    Can brands stay safe in the metaverse?

    As marketers explore how the metaverse fits into their strategy, brand safety should be top of mind.

    Sara Karlovitch • March 1, 2022
  • Hershey, a2, milk
    Image attribution tooltip
    Christopher doering/Marketing Dive

    Once an afterthought, brand licensing reaps billions for CPGs hungry for growth

    Hershey, Conagra and Post are a few companies using the strategy to expand their business, build equity and keep products relevant.

    Christopher Doering • Feb. 22, 2022
  • Forever 21's metaverse venture lets Roblox players customize virtual fashion stores
    Image attribution tooltip
    Courtesy of Virtual Brand Group

    Should more retailers be on Roblox?

    The platform is used by millions of tweens daily, and ignoring it may cost brands loyalty, revenue and a future audience. 

    Kaarin Vembar • Feb. 17, 2022