Brand Strategy
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Retrieved from GLAAD on May 13, 2021
P&G, GLAAD partner on initiative to help hesitant advertisers refine LGBTQ messaging
Research tied to The Visibility Project found 81% of advertisers believe inauthentic portrayals of LGBTQ consumers will lead to stronger backlash than no representation at all.
By Peter Adams • May 13, 2021 -
Richard Bord via Getty Images
Ad executives start warming up to in-person events, survey finds
Compared to earlier this year, U.S. advertising executives are more positive about the idea of attending, sponsoring or creating in-person events, though not until later this year.
By Robert Williams • May 12, 2021 -
Retrieved from Taco Bell on August 20, 2020
Deep DiveYum ramps up transformation with new tech deals. How will they impact marketing?
Broader trends in the QSR category and changing media consumption habits could herald a bigger focus on performance marketing, experts suggest.
By Peter Adams • May 12, 2021 -
Courtesy of Hyundai Motor America
Hyundai names first African American AOR amid increased demands for diversity
Maryland's Culture Brands will have a large remit as the automaker seeks to reach and engage African American audiences more effectively.
By Chris Kelly • May 10, 2021 -
Courtesy of Stellantis
Ram dials up musical branding with Foo Fighters partnership
The Stellantis-owned truck brand's latest musical tie-up pays tribute to the heroism of everyday "rock stars."
By Asa Hiken • May 10, 2021 -
Courtesy of Hollister
Hollister launches Gen Z-focused brand with D'Amelio sisters
The Social Tourist sub-brand begins an exclusive, multi-year agreement between the TikTok stars and parent company Abercrombie & Fitch Co.
By Daphne Howland • May 06, 2021 -
Permission granted by Alexander Mann Solutions
Mobile marketers intensify focus on contextual signals amid privacy changes
Paid social will remain key, while advertisers plan to ramp up spending on podcasts, e-commerce and video, per a survey by Advertiser Perceptions.
By Chris Kelly • May 05, 2021 -
Courtesy of Pepsi
Pepsi opens virtual restaurant Pep's Place for food and beverage delivery
Debuting today in select markets, the ghost kitchen offering suggests which food goes best with Pepsi beverages and will be supported with ads.
By Robert Williams • May 03, 2021 -
Courtesy of E.l.f. beauty
E.l.f. Cosmetics courts gamers with TikTok talent series
The deal with TikTok and Enthusiast Gaming reinforces E.l.f.'s commitment to empowering women in the historically male-dominated gaming world.
By Natalie Koltun • April 29, 2021 -
Courtesy of Taco Bell
Taco Bell turns the moon into a billboard for its first global campaign
In the debut iteration of its broader "I See A Taco" push, the brand will give away tacos on a night when the moon looks like one.
By Chris Kelly • April 28, 2021 -
Courtesy of Oscar Mayer
Oscar Mayer introduces extensive brand refresh with pop-art ads
The 138-year-old label's first major effort with agency Johannes Leonardo extends an experimental approach to media, including through five-second ads.
By Peter Adams • April 28, 2021 -
Courtesy of 7-Eleven
Q&A7-Eleven's CMO plans to meet evolving consumers by doubling marketing spend
Marissa Jarratt details a new campaign positioning the brand as an "ingenious accomplice" and how she's approaching digital and experiential channels.
By Chris Kelly • April 28, 2021 -
Courtesy of Procter & Gamble
P&G plans to quickly scale e-commerce capabilities as digital sales grow 50%
A windfall for the channel, where P&G's market share is close to on par with brick-and-mortar retail, is starting to affect factors like packaging design.
By Peter Adams • April 21, 2021 -
Courtesy of Dos Equis
Dos Equis' new brand direction offers a dose of post-pandemic optimism
The Heineken-owned brew delivers a fresh spot that shows people gussying up for their first nights out in a long time while introducing a new look and tagline.
By Natalie Koltun • April 21, 2021 -
Courtesy of Old Spice
Deep DiveWhy brands like Neutrogena and Old Spice are rushing to build internal content studios
As people seek ad-free platforms like streaming services, brands are angling to meet the appetite for programming — but they must avoid navel-gazing.
By Peter Adams • April 20, 2021 -
Courtesy of Volkswagen
How brands are fumbling sustainability — and how they can get it right
Some brands lean too heavily on marketing to drive sustainability, while newer green brands can have more fun with messaging because of their more holistic approach.
By Chris Kelly • April 19, 2021 -
Permission granted by PepsiCo
How PepsiCo leverages startup expertise to keep pace with digital tech trends
Recent partnerships through the PepsiCo Labs venture focus on virtual experiences and new methods of product integration, speaking to a need to think beyond traditional ads.
By Peter Adams • April 16, 2021 -
Courtesy of P&G
How P&G and Lush pursue brand activism with authenticity
Supporting meaningful social change requires a thoughtful approach and corporate buy-in, executives said at the MMA Global's Impact conference.
By Chris Kelly • April 08, 2021 -
Courtesy of Walmart
For Walmart, some pandemic-related marketing changes will endure longer than others
Executives speaking at the MMA's Impact conference talked up strong results for experiential activations on the same day the retailer announced hiring its first chief creative officer.
By Peter Adams • April 07, 2021 -
Courtesy of Neutrogena
Neutrogena opens its first brand studio to create original content
Actress Kerry Washington produced Neutrogena Studios' first offering, a short film titled "In the Sun" that focuses on skin safety.
By Robert Williams • April 06, 2021 -
Courtesy of White Claw Hard Seltzer
White Claw, a brand built on social buzz, focuses on fans in first global campaign
Improvised moments animate the effort that looks to shore up White Claw's place at the top of an increasingly crowded hard seltzer category.
By Peter Adams • April 01, 2021 -
Ikea assembles chief creative officer role as marketing, product development needs converge
Agency vet Linus Karlsson steps into the newly created position as the home goods retailer tries to keep pace with fast-moving consumer trends.
By Peter Adams • March 25, 2021 -
Courtesy of Nike
What Nike's Datalogue deal says about the brand's evolving approach to data-driven marketing
CEO John Donahoe emphasized the importance of aligning traditional creative teams with new tech-oriented capabilities on a call with analysts.
By Peter Adams • March 22, 2021 -
"Woman in Yellow Tshirt and Beige jacket Holding a Fruit Stand" by Anna Shvets is licensed under CC BY 1.0
M&M's leads CPG brands on DTC strategy as more shopper dollars shift online
A mix of engaging content, product personalization and clear loyalty offerings put the Mars marketer at the front of the pack, according to Forrester.
By Peter Adams • March 12, 2021 -
Retrieved from Taco Bell on August 20, 2020
Yum Brands buys Kvantum's AI business to 'fast-track' data-driven marketing
The owner of KFC and Taco Bell will combine Kvantum's machine learning tech with culture-based insights from Collider Lab, a consultancy it acquired in 2015.
By Peter Adams • March 02, 2021
