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Courtesy of Gap
Deep Dive7 top campaigns from 2024 and the tactics that drove success
These breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less.
By Peter Adams , Jessica Deyo , Sara Karlovitch , Chris Kelly • Dec. 3, 2024 -
Courtesy of Yum Brands/Pizza Hut
Pizza Hut adds Deutsch, VML to agency roster
Deutsch will lead mass media brand and creative strategy while VML will handle omnichannel strategy, loyalty and CRM efforts and more.
By Aaron Baar • Dec. 2, 2024 -
Explore the Trendline➔
zhuweiyi49 via Getty Images
TrendlineTop 5 stories from Marketing Dive
From a surge in brand refreshes and artificial intelligence to the retreat from sustainability and cookies, a look at the key trends driving marketing in 2024.
By Marketing Dive staff -
Courtesy of Kargo
How Sierra Nevada’s AI-powered CTV campaign captured consumer attention
The brand is an early adopter of Kargo’s Narrative format that uses artificial intelligence to generate connected TV ads from images and scripts.
By Chris Kelly • Nov. 25, 2024 -
Alexander Koerner / Stringer via Getty Images
Publicis Sapient teams with Google Cloud to boost AI marketing efforts
The agency will enhance its AI usage in marketing areas including retail media networks, customer data platforms and content supply chains.
By Aaron Baar • Nov. 25, 2024 -
Violeta Stoimenova via Getty Images
Mediaocean acquires Innovid to sharpen focus on creative, CTV
Innovid will be merged with Flashtalking to create a new omnichannel platform that can act as an independent alternative to Google, executives said.
By Peter Adams • Nov. 21, 2024 -
Courtesy of Kleenex
How Kleenex’s new visual identity serves as a platform for storytelling
The Kimberly-Clark brand tapped Turner Duckworth and FCB for a brand refresh and new campaign, respectively, as it marks its 100-year anniversary.
By Chris Kelly • Nov. 20, 2024 -
Permission granted by R3
MediaSense acquires R3 to expand global footprint, service capabilities
The U.K.-based media advisor, which recently aided reviews for Amazon and Unilever, acquired a marketing unit from PwC earlier this year.
By Peter Adams • Nov. 18, 2024 -
Courtesy of Viant
Viant seeks CTV edge with IRIS.TV acquisition
IRIS.TV uses an artificial intelligence-enhanced proprietary video content identifier that provides contextual and brand-suitability data to advertisers.
By Aaron Baar • Nov. 18, 2024 -
Courtesy of True Religion
Deep Dive‘Merry and bright’: How marketers are evolving for ambitious holiday shoppers
Amid record spending intentions by shoppers, holiday marketing campaigns reflect more diverse media mixes and experiments with artificial intelligence.
By Jessica Deyo • Nov. 13, 2024 -
Courtesy of Netflix
Netflix helps brands deepen NFL integrations with new ad partnerships
The streaming platform, which now boasts 70 million global ad-tier users, also collaborated with Kia in Korea around the upcoming season of “Squid Game.”
By Chris Kelly • Nov. 12, 2024 -
tomazl via Getty Images
Trade Desk’s strong Q3 underscores key strengths as digital marketing evolves
The advertising platform has posted a 20% revenue gain for 11 straight quarters.
By Aaron Baar • Nov. 11, 2024 -
Courtesy of DoorDash
DoorDash puts fresh spin on family meals for Hispanic Gen Zers
The delivery platform’s first work from Gut Miami puts a refreshing spin on the common childhood occurrence of being told there’s food at home.
By Jessica Deyo • Nov. 11, 2024 -
Courtesy of Goodness
How Oreo’s new DTC platform fits into Mondelēz’s evolving data strategy
The cookie brand’s work with digital commerce agency Goodness is at the core of its marketing transformation agenda.
By Chris Kelly • Nov. 5, 2024 -
Giuliano Benzin via Getty Images
Nielsen gets shot in the arm from MRC’s livestream accreditation
Advertisers increasingly rely on multiple sources for insight into viewing habits, but Nielsen remains the leading TV currency despite recent setbacks.
By Aaron Baar • Nov. 4, 2024 -
Bennett Raglin/Getty Images for Bustle via Getty Images
GroupM doubles advertiser spend on women’s sports within months
Over 20 brands in the agency’s portfolio leveraged its dedicated marketplace to prioritize and monetize women’s sports advertising.
By Sara Karlovitch • Oct. 29, 2024 -
PeopleImages via Getty Images
VML unites design capabilities, talent under new studio offering
A dedicated agency design unit, one of several to launch this year, could help VML capitalize on ongoing demand for brand refreshes.
By Peter Adams • Oct. 28, 2024 -
Courtesy of WPP
WPP bounces back from tough H1 with key new business gains in Q3
Drivers of the holding group’s strong quarter include growth from top 10 clients and big wins like Unilever’s media, retail media and creative accounts.
By Aaron Baar • Oct. 28, 2024 -
Courtesy of Columbia Sportswear
Columbia revamps creative strategy with new top marketer, agency
Matthew Sutton, previously of digital-first brands like The Black Tux, is tasked with bringing product strategy and marketing closer together.
By Peter Adams • Oct. 25, 2024 -
sanjeri via Getty Images
Publicis again raises guidance as personalization bets attract clients
Account wins from marketers like Hershey underpinned a positive quarter that delivered 5.8% organic growth and saw two large acquisitions.
By Peter Adams • Oct. 21, 2024 -
Courtesy of California Pizza Kitchen
California Pizza Kitchen’s new agency roster arrives for milestone year
The chain under new chief marketer Dawn Keller has lined up agencies Iris, Blue Engine, Acadia and Push ahead of its 40th anniversary next year.
By Aaron Baar • Oct. 21, 2024 -
Permission granted by Shutterstock
Top takeaways from Advertising Week 2024 marketers need to know
Leading marketers like PepsiCo Foods, Home Depot and Diageo tackled topics ranging from artificial intelligence to media networks at the annual confab.
By Chris Kelly • Oct. 18, 2024 -
(Photo by Scott Olson) via Getty Images
Starbucks hands US creative duties to WPP amid turnaround push
The agency network is forming a bespoke unit for the chain that is trying to reclaim its status as a premium brand and community coffeehouse.
By Peter Adams • Oct. 16, 2024 -
Pekic via Getty Images
IAS tests tool for brand-safe ad placements on Meta’s platforms
Content Block List is being tested across Facebook and Instagram feeds and Reels with the goal of opening it up to all advertisers in early 2025.
By Aaron Baar • Oct. 14, 2024 -
FG Trade via Getty Images
Advertisers see data standards strategies as critical, but confidence lacks
Respondents believe they could see an average 33% ROI increase by having data standards strategies, per a report from Advertiser Perceptions.
By Aaron Baar • Oct. 14, 2024 -
Courtesy of Advertising Week New York
Q&AHow United Airlines brought Kinective Media to market — and what’s next
Mike Petrella, the managing director of strategic partnerships for the airline industry’s first media network, shared lessons learned during its quick ramp up.
By Chris Kelly • Oct. 10, 2024
