Brand Strategy


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    Courtesy of Immortals

    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 Jan. 14, 2022
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    Courtesy of Ferrero North America

    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 Jan. 13, 2022
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    Courtesy of Campbell Soup Company

    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 Jan. 13, 2022
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    Retrieved from Starbucks on May 22, 2020

    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
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    Courtesy of Gap

    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 Jan. 12, 2022
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    Courtesy of Avocados From Mexico

    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 Jan. 11, 2022
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    Sean Gallup / Staff via Getty Images

    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
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    Dia Dipasupil via Getty Images
    Deep Dive

    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 , , Jan. 11, 2022
  • Sponsored by Paved

    Why newsletter sponsorships are the future of targeted advertising

    Discover why newsletter sponsorships are taking over the advertising industry.

    Jan. 10, 2022
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    Courtesy of Oreo

    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 Jan. 7, 2022
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    Courtesy of P&G

    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 Jan. 6, 2022
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    Courtesy of Frito-Lay

    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
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    Courtesy of Lexus

    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 Jan. 4, 2022
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    Retrieved from Ford on December 22, 2021
    Deep Dive

    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 Jan. 4, 2022
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    Courtesy of Walmart

    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 Dec. 23, 2021
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    Retrieved from Under Armour on December 22, 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 Dec. 22, 2021
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    Courtesy of Warner Bros.

    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
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    Adeline Kon/Marketing Dive

    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 Updated Jan. 13, 2022
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    Courtesy of Frito-Lay North America

    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 Dec. 21, 2021
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    Delmaine Donson via Getty Images

    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 Dec. 20, 2021
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    Courtesy of Pepsi
    Q&A

    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 Dec. 20, 2021
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    Retrieved from KFC on December 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 Dec. 20, 2021
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    Courtesy of Virtual Brand Group

    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
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    monkeybusinessimages via Getty Images
    Sponsored by Sailthru

    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