Brand Strategy

Progressive inks esports naming rights deal in latest sign of category's maturation

Regular sponsored Twitch streams and a shared space with Immortals in Minecraft demonstrate how media tactics differ from traditional sports tie-ups.

By Peter Adams • Jan. 14, 2022

Tic Tac inspires kindness and connection via AR messaging

The activation is tied to limited-edition packs featuring positive messages like "Keep Your Day In Mint Condition" and "Up For An Adventure?"

By Chris Kelly • Jan. 13, 2022

Campbell's teams with experiential toy company Camp on candles, activity guides

The tie-up comes as parents seek ways to keep their children entertained, whether stuck inside due to cold weather or pandemic-related school closures.

By Chris Kelly • Jan. 13, 2022

Starbucks commits to a more diverse supply chain

To improve representation in its paid media, the chain will allocate 15% of its ad budget to minority-owned and targeted media companies in the next year.

By Alicia Kelso • Jan. 12, 2022

Gap taps Frank Ape creator for NFT drop focused on spreading positivity

Making its first crack at the crypto format, the retail brand is trying to gauge what consumers want out of a more digitally-led world.

By Peter Adams • Jan. 12, 2022

Avocados from Mexico fuses branding, performance marketing for Super Bowl return

 A virtual home experience hosted by Drew Brees speaks to a larger premium on e-commerce and first-party data acquisition. 

By Peter Adams • Jan. 11, 2022

Cancel culture: Trouble for brands or just noise?

Though cancel culture has proliferated across society, fueled by social media and divisive partisanship, it impacts people more than brands, Forrester finds.

By Nina Lentini • Jan. 11, 2022

Looking ahead: 9 trends that will steer marketing in 2022

Marketers face a steep road this year juggling emergent tech and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers.

By Peter Adams , Chris Kelly , Natalie Koltun • Jan. 11, 2022

Why newsletter sponsorships are the future of targeted advertising

Discover why newsletter sponsorships are taking over the advertising industry.

Jan. 10, 2022

Oreo rewinds to 2007 with Blockbuster takeover promoting Cakesters return

Collaborating with the last standing location of the video-rental store aligns with other experiential activations that have leaned on fondness for past decades.

By Peter Adams • Jan. 7, 2022

P&G takes first step into the metaverse with BeautySphere

At CES, the CPG giant joined other marketers on the nascent virtual landscape with an experience tied to its purpose-driven efforts.

By Chris Kelly • Jan. 6, 2022

Frito-Lay and Rick Astley renounce New Year's deprivations

Focused on leaning into what brings joy, "New Year, New You" gives TikTok users an opportunity to duet on the singer's hit "Never Gonna Give You Up."

By Nina Lentini • Jan. 5, 2022

Lexus offers spin on hustle culture with digital-heavy campaign

Promoting its NX line, the automaker is emphasizing channels like esports and streaming that cater to a busy, more diverse audience. 

By Peter Adams • Jan. 4, 2022

The road ahead: How legacy auto brands will level the EV playing field in 2022

After setting the stage with lofty product announcements, carmakers will focus on value, range and brand heritage to close the gap with disrupters like Tesla.

By Peter Adams • Jan. 4, 2022

Retailers tailor holiday paid social to Gen Z, with YouTube grabbing biggest spend

The findings show Gen Z wields growing purchasing power and is more comfortable buying through apps like YouTube and Instagram as social commerce booms.

By Peter Adams • Dec. 23, 2021

Under Armour's 'wearable' NFTs honor Steph Curry shattering 3-point record

A collection dedicated to the NBA star and brand ambassador integrates across multiple platforms, including VR space Decentraland.

By Peter Adams • Dec. 22, 2021

Warner Bros. puts 'Matrix' tweets at center of global DOOH campaign

By bringing local tweets to digital billboards in real time, Warner Bros. hopes to engage fans around the excitement for the first "Matrix" film in nearly 20 years.

By Nina Lentini • Dec. 22, 2021

McDonald's sells AI tech firm Dynamic Yield to Mastercard

Franchisees complained Dynamic Yield hadn't delivered the sales boosts they expected at the drive-thru. The deal reflects McDonald's pivot toward outsourcing its technology.

By Emma Liem Beckett • Dec. 21, 2021

Super Bowl LVI: Tracking every ad

Expedia's spot will introduce a fresh creative approach, while electric vehicle charging brand Wallbox will air its first TV ad during the game.

By Annie Fu • Updated Jan. 13, 2022

LeBron James reps a second PepsiCo brand with Ruffles effort

In his latest PepsiCo campaign since making the jump from long-time partner Coca-Cola, the NBA superstar highlights a Frito-Lay snack staple.

By Chris Kelly • Dec. 21, 2021

UTA buys MediaLink as marketing, entertainment convergence persists

By acquiring a strategic advisory firm whose focus includes marketing transformation, the talent agency also beefs up its own entertainment marketing consultancy.

By Chris Kelly • Dec. 20, 2021

PepsiCo's in-house content studio head on preserving brand trust as demand soars

Saying no to projects isn't out of the question as Louis Arbetter tries to maintain quality while building out new capabilities in areas like social listening.

By Peter Adams • Dec. 20, 2021

KFC previews new marketing approach with year-long Jack Harlow partnership

Reflecting the celebrity collaboration craze, the work with multicultural shop Nimbus arrives as KFC is expected to switch up agencies.

By Peter Adams • Dec. 20, 2021

Forever 21's metaverse venture lets Roblox users customize virtual fashion stores

Players and fashion influencers can design, own and manage stores as they try to become the "top shop."

By Nina Lentini • Dec. 20, 2021

The new non-negotiables for reader monetization in 2022 and beyond

Following two years of uncertainty in everything from public health to politics to the economy, consumers are craving trust and transparency.

Dec. 20, 2021