Deep Dive

Industry insights from our journalists

  • Person walks past grocery store
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    Spencer Platt / Staff via Getty Images

    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

    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

    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
  • 7-Eleven
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    Retrieved from 7-Eleven media kit.

    Behind the making of 7-Eleven’s retail media network — and what c-store operators can learn from it

    The chain’s Gulp Media is the first of what will likely be many retail media enterprises in the industry as companies wrestle with higher costs and an evolving digital landscape.

    Brett Dworski • Nov. 28, 2022
  • A person on a video call/filming/taking photos of a family toasting for a holiday dinner at home.
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    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.
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    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
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    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
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    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.
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    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.
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    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.
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    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
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    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
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    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.
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    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
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    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
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    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.
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    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
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    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
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    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
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    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
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    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
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    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.
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    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
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    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