Agencies: Page 3
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IPG sells Hill Holliday, Deutsch New York to marketing services upstart
The pair of iconic creative shops will preserve an affiliate relationship with their former parent, which has struggled with the tech downturn.
By Peter Adams • Jan. 8, 2024 -
Snap names Samba TV measurement partner in pitch to entertainment advertisers
The move will offer marketers new insights around the success of their campaigns in driving viewers to linear and streaming programs.
By Jessica Deyo • Jan. 4, 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 -
Geico thaws Caveman on road to the Super Bowl
A new spot from The Martin Agency sees the iconic brand character wake up from a nightmare about the “so easy, a caveman can do it” tagline.
By Chris Kelly • Dec. 22, 2023 -
Peacock’s first exclusive NFL game will go commercial-free for a quarter
Instead of conventional ad breaks, sponsors Capital One, Hyundai and Walmart will run custom content, cutting the broadcast’s ad load by 40%.
By Peter Adams • Dec. 21, 2023 -
In-house agency sophistication rises, output improves: survey
Among the two-thirds of brands now running in-house shops, 33% reported “complete satisfaction,” a significant jump from 2020’s findings.
By Peter Adams • Dec. 21, 2023 -
Oreo sets Super Bowl return a decade after watershed Twitter play
The Mondelez cookie brand’s speedy response to a power outage in 2013 is enshrined as one of the great big game marketing moments.
By Peter Adams • Dec. 20, 2023 -
Gartner: 20% of brands to go ‘acoustic’ amid rising generative AI concerns
One-fifth of brands will lean into being AI-free as a point of differentiation, a trend that contrasts with CMOs’ growing investments in the tech field.
By Peter Adams • Dec. 18, 2023 -
Kargo adds 3 minority-owned publishers to amplifier program
The program counts Discover as a brand partner and supports publishers with content and tech expertise to scale up.
By Aaron Baar • Dec. 18, 2023 -
Trivago introduces brand refresh with ads localized with help from AI
The company enlisted agency DesignStudio for the overhaul, with a focus on its metasearch capabilities and an unfussy, upbeat demeanor.
By Peter Adams • Dec. 15, 2023 -
YouTube reinforces brand safety for growing Shorts format
New capabilities from Integral Ad Science and DoubleVerify will help ensure ads on Shorts run near suitable content.
By Jessica Deyo • Dec. 14, 2023 -
Forget Gen Z: MoonPie targets extraterrestrials in need of a treat
Following July’s congressional hearings on UAPs, the snack brand and AOR Tombras devised outdoor ads that allegedly can only be read by aliens.
By Peter Adams • Dec. 13, 2023 -
Papa Johns taps The Martin Agency, Carat in agency shakeup
Both shops pitched the pizza chain on insight-driven strategies that can drive cultural relevance and improve areas like targeting and loyalty.
By Chris Kelly • Dec. 12, 2023 -
Dentsu: Ad market to grow 4.6% as brands priortize attention over reach
An increasingly fragmented media landscape and higher volume of ads have driven up the costs to reach individual consumers.
By Peter Adams • Dec. 11, 2023 -
IPG Mediabrands strikes deal with Amazon for ad-supported streaming
Amazon’s fledgling ad-supported offering gains a large stable of potential advertisers via the three-year deal.
By Aaron Baar • Dec. 11, 2023 -
What Coca-Cola’s generative AI experiments mean for the brand’s future
Selman Careaga, president of the global Coca‑Cola category, detailed how the brand balances artificial and human intelligence.
By Chris Kelly • Dec. 5, 2023 -
Globant’s deal for Gut points to challenges facing independent agencies
While Gut has been a breakout creative success, its acquisition by the technology consultancy underscores how crucial deep digital know-how is.
By Aaron Baar • Dec. 4, 2023 -
Ad-spending market continues to recover, though 2024 presents mixed picture
GroupM expects that brands may invest more in shared experiences as day-to-day life becomes increasingly atomized and algorithmically dictated.
By Peter Adams • Dec. 4, 2023 -
Bath & Body Works drops 10-foot candle to help holiday shoppers unwind
The installation is part of a new creative platform centered on reconnecting with the senses amid daily stressors like rush hour traffic and work emails.
By Peter Adams • Dec. 1, 2023 -
Denny’s names Mindshare, Finn Partners new AORs
Mindshare will handle audience and media strategy while Finn Partners will tackle public relations, with both appointments already in effect.
By Sara Karlovitch • Nov. 29, 2023 -
RTB House turns to generative AI to improve programmatic precision
A new ContentGPT tool built on first-party publisher data aims to provide deeper reader insights than conventional context-based targeting.
By Peter Adams • Nov. 27, 2023 -
Ad industry ‘not even close’ to realizing net-zero goals, report says
The lagging uptake of standards among agencies and production companies is having a ripple effect down the mar-com supply chain.
By Aaron Baar • Nov. 20, 2023 -
GroupM, Google launch post-cookie readiness program as deprecation nears
The industry-first initiative brings together clients of WPP’s media-buying arm to understand what Privacy Sandbox APIs mean for advertising’s future.
By Chris Kelly • Nov. 15, 2023 -
Opinion
How generative AI can bolster organic search strategies for insurance companies
Insurers can embrace AI to adapt to consumer preferences and offer reliable information, according to New York Life’s Zerlina Jackson and Evan Finkelstein.
By Zerlina Jackson, Evan Finkelstein • Nov. 14, 2023 -
Stagwell enlists Google Marketing Cloud to accelerate generative AI bets
A new partnership supporting the Stagwell Marketing Cloud will touch on functions ranging from campaign planning to market research.
By Peter Adams • Nov. 13, 2023 -
Trade Desk reports strong Q3 earnings as UID2 continues to gain steam
Shares still dropped around 30% due to lower Q4 guidance based on advertiser caution resulting from now-resolved strikes.
By Aaron Baar • Nov. 13, 2023