Aquila shares progress report as it works to fix cross-media measurement

Executives from the ANA-owned entity and Unilever discussed what’s next for the platform and named Comscore a new TV partner at an ARF event. 

By Chris Kelly • March 31, 2025

Twix ditches left-right divide for new brand position around unity

The $70 million effort acknowledges young consumers are sick of polarization and capitalizes on the growing fondness for maximalism.

By Peter Adams • March 26, 2025

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Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

Estée Lauder dupes beauty sleep with Kristen Bell for global campaign

The effort promotes the brand’s Advanced Night Repair Serum as a solution for poor sleepers and will span digital, social media and retail platforms.

By Jessica Deyo • March 24, 2025

McDonald’s mascots land in Minecraft to tap into video game fandom

New ads, meal collectibles and in-game skins see McDonaldland icons get “blockified” in anticipation of the Minecraft movie adaptation.

By Peter Adams • March 21, 2025

Hostess speaks the language of snacks with pun-heavy brand platform

The campaign, which follows a packaging overhaul, includes activations aimed at driving cultural impact, such as one timed to weed holiday 4/20.

By Peter Adams • March 20, 2025

Macy’s cracks into scripted TV as brand, entertainment converge

The retailer has secured the exclusive option to adapt a nonfiction bestseller that profiles the women who shaped department stores.

By Peter Adams • March 18, 2025

Coke Zero Sugar applauds sports fans’ hard work in March Madness campaign

The brand is extending its “Best Coke Ever?” platform with an effort spanning TV, out-of-home, experiential and a Coke Zero Sugar Thirsty Fan Cam.

By Jessica Deyo • March 18, 2025

Wonder bets on media network with Tastemade acquisition

The owner of Blue Apron and Grubhub gains a creative studio and CTV know-how in Tastemade as it looks to ramp up ad programs for brands.

By Aaron Baar • March 17, 2025

Buffalo Wild Wings riffs on infomercial tropes for March Madness

The chain is pitching a pair of novelty goggles as the perfect way to watch all of the games at once and will support the effort via Snapchat.

By Jessica Deyo • March 13, 2025

Amazon shores up stronger CTV position with Complete TV solution

The new tool utilizes Amazon’s real-time data insights to maximize a campaign’s reach and frequency across linear and streaming channels.

By Aaron Baar • March 10, 2025

Priceline tells Gen Z travelers to stop ‘dreamscrolling’ in new ads

The travel site’s campaign kicks off with a basketball-themed spot and DraftKings partnership to encourage consumers to book their dream trips. 

By Jessica Deyo • March 10, 2025

Papa Johns invites pizza fans to ‘Meet the Makers’ for TV, social ads

Handled by the Martin Agency, the chain’s first work under CMO Jenna Bromberg includes tie-ups with food influencers and real team members.

By Jessica Deyo • March 6, 2025

Twitch simplifies sponsorship, revenue opportunities for streamers

A Creator Profile feature and partnership with StreamElements enables creators to make professional connections directly from their dashboards.

By Aaron Baar • March 6, 2025

How Walmart Connect is growing the ‘connective tissue’ of retail media

The launch of its Display Advertising API gives brands more opportunities to bridge the gap between offsite and paid search ads to drive performance.

By Chris Kelly • March 5, 2025

5 Oscars advertisers unite for multi-ad ode to stunt work

The largest such ad stunt in the award show’s history was shot in Los Angeles following wildfires that have devastated the film industry. 

By Peter Adams • March 4, 2025

Lay’s takes soccer stars on chip-fueled pub crawl to boost fan engagement

Timed to UEFA Champions League play, the PepsiCo brand’s “No Lay’s, No Game” campaign includes a robust social media presence.

By Sara Karlovitch • March 4, 2025

Saucony celebrates intersection of running and culture for global ads

“Run as One” showcases the sense of connection captured when individuals run together and includes events like coffee shop residencies.

By Jessica Deyo • March 4, 2025

Disney, Paramount link with VideoAmp’s new cross-screen planning tool

VXP will help marketers reach and track audiences across linear TV from more than 40 million homes and 65 million devices.

By Aaron Baar • March 3, 2025

Gap and Parker Posey celebrate self-expression in spring campaign

“Feels like Gap” sees the actress star in a 90-second spot that will be amplified across digital, social media and out-of-home channels. 

By Jessica Deyo • Feb. 27, 2025

Chipotle debuts national TV ad on Roblox to promote sustainability

Created by Venables Bell & Partners, the effort demonstrates how the chain is working to link gaming, content and real-world rewards.

By Chris Kelly • Feb. 26, 2025

Sling TV to provide a home for Sabio’s Creator TV

The tie-up with the free ad-supported television channel Creator TV points to ongoing growth in streaming and interest in user-generated content.

By Aaron Baar • Feb. 24, 2025

Walmart’s global ad biz grew 27% in 2024 ahead of Vizio integration

Advertising offerings continue to be a growth driver for the big box retailer, which saw revenue increase 4.1% in Q4.

By Chris Kelly • Feb. 21, 2025

Apple boosts MLS Season Pass with expanded content, programming

Android users can now download the Apple TV app from the Google Play app store and subscribe to MLS Season Pass using their Google Play account.

By Aaron Baar • Feb. 20, 2025

Dove’s first crack into humorous ads riffs on ‘moist’ aversion

A new spot sees the Unilever brand experiment beyond purpose-driven marketing and will extend to social platforms like YouTube and Instagram.

By Peter Adams • Feb. 20, 2025

Maker’s Mark celebrates determination in global campaign

The brand’s first effort from Carmichael Lynch, “Perfectly Unreasonable,” includes activations across social, digital, podcasts and beyond.

By Sara Karlovitch • Feb. 19, 2025