Agencies: Page 2
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UTA buys Gen Z-focused consultancy amid marketing services expansion
With the deal, UTA is forming a new division called Next Gen catering to marketers’ strategy needs around the hard-to-reach cohort.
By Peter Adams • March 4, 2024 -
Mod Op acquires RTO+P for more creative firepower
Mod Op continues to seek differentiation in a competitive market following past acquisitions of Crenshaw Communications and dPrism.
By Aaron Baar • Feb. 26, 2024 -
Trendline
Top 5 stories from Marketing Dive
A look at how areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.
By Marketing Dive staff -
WPP feels pinch of tech pullback as AI strategy comes into focus
The key U.S. market had a battering close to the year, with like-for-like organic revenue dropping 4.5% in the region.
By Peter Adams • Feb. 26, 2024 -
Welch’s Fruit Snacks appoints new creative AOR to keep pace with culture
Gut Miami previously developed a campaign starring Kristin Chenoweth about parents sneaking a bite of their kids’ snacks.
By Peter Adams • Feb. 22, 2024 -
ANA: Marketing workforce diversity slips, reversing yearslong trend
While progress was lost at the macro level, senior-level marketing roles hit the second-highest level of ethnic representation recorded by the trade body.
By Peter Adams • Feb. 16, 2024 -
Ikea defies ‘don’t try this at home’ in debut creative from McCann
An older gamer and adult and child practicing martial arts in the living room animate the Swedish retailer’s first global marketing campaign.
By Peter Adams • Feb. 14, 2024 -
By the numbers: Super Bowl LVIII
Analyzing the ups and downs of the big game, including breakdowns by social engagement, popularity and more.
By Sara Karlovitch • Feb. 12, 2024 -
IAB, MRC draft preliminary AR measurement guidelines for advertisers
The augmented reality advertising market is projected to generate $1.2 billion in revenue in the U.S. in 2024.
By Aaron Baar • Feb. 12, 2024 -
How Burger King’s AI-generated Whoppers reflect the brand’s heritage
CMO Pat O'Toole explains how the brand leaned into the buzzy tech with a focus on customized orders in an experience created by Media.Monks.
By Chris Kelly • Feb. 8, 2024 -
Google’s cookie deprecation plans draw fresh watchdog pushback
Google claimed a report from the IAB Tech Lab is riddled with “dozens of fundamental errors, inaccuracies and instances of incomplete information.”
By Peter Adams • Updated Feb. 6, 2024 -
NBCU streamlines premium CTV ad buys at local level for auto brands
Auto dealers for launch partner Volkswagen of America can use the tool to target consumers in local markets across NBCU’s portfolio.
By Aaron Baar • Feb. 5, 2024 -
J. Crew awards media AOR duties to PMG following Madewell success
The independent agency won the AOR appointment on the strengths of its data-driven Alli platform and an alignment around inclusivity.
By Peter Adams • Feb. 5, 2024 -
Lay’s time-loop ads inspired by ‘Groundhog Day’ take over ABC
Disney, Ryan Reynolds’ Maximum Effort and Kimmelot developed custom spots that accounted for one-third of ABC’s commercial inventory on Feb. 2.
By Peter Adams • Feb. 1, 2024 -
Dentsu adds new AI tools in expansion of AWS partnership
In a test, the agency improved productivity by combining technology with local teams’ knowledge to customize advertising use cases.
By Aaron Baar • Jan. 29, 2024 -
Ocean Spray reveals first major brand overhaul in 20-plus years
The 95-year-old cranberry co-op teamed with creative studio Stone Strategy & Design to highlight a "wildly uncommon" approach to culture and creativity.
By Chris Kelly • Jan. 29, 2024 -
Marketing playbook: Breaking down industry trends to follow in 2024
Areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.
By Marketing Dive staff • Jan. 26, 2024 -
Publicis’ latest reinvention: an ‘intelligent system’ fueled by generative AI
The company will invest roughly $325 million in the tech over the next three years as it stakes out a leadership position among agencies.
By Peter Adams • Jan. 25, 2024 -
Deep Dive
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.
By Jessica Deyo • Jan. 25, 2024 -
What marketers can expect as Google rolls out conversational AI in search ads
The conversational experience enables advertisers to generate relevant ad content, including creative and keywords, from a website URL.
By Chris Kelly • Jan. 23, 2024 -
LiveRamp boosts data clean room capabilities with Habu acquisition
The deal will help LiveRamp offer data collaboration at scale so brands and agencies can securely share first-party data to create personalized marketing.
By Aaron Baar • Jan. 22, 2024 -
Lotame syncs with Trade Desk’s Unified ID 2.0 as cookie deprecation begins
With the death of the cookie near and channels like CTV continuing to grow, advertisers’ needs for robust identity solutions are increasing.
By Chris Kelly • Jan. 18, 2024 -
Deep Dive
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.
By Chris Kelly • Jan. 16, 2024 -
Global mobile ad spend to reach $402B in 2024 fueled by social, creators
The total will represent a 11% increase over 2023, which saw a mobile ad spend of $362 billion, according to Data.ai’s State of Mobile report.
By Aaron Baar • Jan. 11, 2024 -
Disney ties mood to messaging with contextual ads amid ad-tech roll-out
The media giant also unveiled a new shoppable ad format and expanded its clean room offering at its annual Disney Tech & Data Showcase.
By Chris Kelly • Jan. 11, 2024 -
Deep Dive
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.
By Peter Adams , Jessica Deyo , Chris Kelly , Sara Karlovitch • Jan. 9, 2024