Brand Strategy

Walmart aims to shift Gen Z perceptions with expansive Roblox play

Interactive virtual spaces going live ahead of the holidays cater to different product interests, with a beauty and cosmetics section among the first.

By Peter Adams • Sept. 26, 2022

Why Sonic drove away from in-car commercials for its latest campaign

CMO Lori Abou Habib explains the food-focused change and how the QSR has benefited from parent Inspire Brands' bespoke media unit within Publicis.

By Chris Kelly • Sept. 26, 2022

Apple Music to sponsor Super Bowl Halftime Show as services take spotlight

The deal speaks to how business areas beyond the iPhone are becoming more important, with Apple reportedly also seeking an NFL streaming package.

By Peter Adams • Sept. 23, 2022

Campaign Trail: Kraft wants mayo lovers to let their freak flags fly

Kraft Heinz partnered with Wieden+Kennedy in its latest bid to be the "Mayo of Mayonnaise," celebrating the rituals some have with the divisive condiment.

By Chris Kelly • Sept. 23, 2022

Drizly offers another round of ad solutions for brands

With the launch of Drizly Ads, the alcohol delivery service looks to expand an ad business that counts Diageo and Molson Coors among its clients.

By Sara Karlovitch • Sept. 23, 2022

Clorox wipes the slate clean in new brand platform

“Start Clean,” spearheaded by agencies FCB Chicago, Optimum Media Direction and Ketchum, emphasizes the role cleanliness plays in wellbeing. 

By Sara Karlovitch • Sept. 23, 2022

Duracell calls on tech geeks to energize new TikTok page

A paid program will see self-proclaimed nerds collaborate in a workshop space on battery-powered products and life hack content. 

By Peter Adams • Sept. 22, 2022

Dunkin’ promotes architect behind next-gen push to CMO

Jill McVicar Nelson, who’s been with Dunkin’ since 2011, has spearheaded several menu offerings targeted at the “next generation of guests.”

By Peter Adams • Sept. 22, 2022

Hpnotiq liqueur appeals to Gen Z with blue-hued metaverse push

Virtually hosted by rapper Guapdad 4000, #Hpnoverse includes an augmented reality camera, a scavenger hunt and 4,000 NFTs up for grabs.

By Jessica Deyo • Sept. 22, 2022

Carl’s Jr., Hardee’s refresh brand identity with flavor as inspiration

The changes will debut in an ad campaign and come months after parent company CKE announced plans for a $500 million brand transformation.

By Chris Kelly • Sept. 22, 2022

Tripadvisor pushes beyond banner ads with data-driven content studio

San Diego Tourism Authority is the first external client for the shop that leverages the platform’s first-party insights to reach high-intent travelers.

By Peter Adams • Sept. 21, 2022

Retail media makes up 11% of global ad spend, GroupM says

Global advertising revenue for retail-based companies will grow from $88 billion in 2021 to $101 billion this year and to $160 billion in 2027.

By Chris Kelly • Sept. 21, 2022

Crown Royal teams up with Uber Eats to reward delivery drivers

While parent Diageo is a new official NFL sponsor, Crown Royal has been building a relationship with the league for years.

By Sara Karlovitch • Sept. 20, 2022

Walmart weds data to popular apps like TikTok in latest ad play

A new Innovation Partners program that also features Snapchat and Roku seeks to help brands better understand what engages Gen Z.

By Peter Adams • Sept. 20, 2022

Samsung, NBCUniversal bring Rockefeller Center to the metaverse

"Tonight at the Rock - Powered by Samsung Galaxy" demonstrates how brands and publishers are collaborating in emerging channels like Fortnite.

By Chris Kelly • Sept. 20, 2022

How an empowered creator economy is challenging marketers

Likes no longer equal success, authenticity sells and TikTok’s highest paid contributors just launched their own enterprise, leaving marketers on a continuous pivoting loop.

By Jessica Deyo • Sept. 20, 2022

Brands are driving cultural change — here’s how agencies can too

If agencies want to keep up with cultural shifts, they need to immerse themselves in what’s happening around them.

By Erin Moran • Sept. 19, 2022

League of Legends enlists Lil Nas X for championship anthem

The artist will release the song “Star Walkin’” ahead of the championship event and will also create an in-game cosmetic skin.

By Sara Karlovitch • Sept. 19, 2022

60% of CMOs to cut marketing analytics teams by 2023, Gartner predicts

A survey calls out inefficiencies in data-driving marketing, which has seen rising importance but effectiveness hampered by cognitive bias and cherry-picking.

By Sara Karlovitch • Sept. 16, 2022

How Patagonia’s shakeup challenges marketers to act on sustainability

As the outdoor retailer makes good on its Earth-loving promise in an exceptional way, the bar for value-driven commitments has been elevated.

By Jessica Deyo • Sept. 16, 2022

NYT subway ads unlock Spelling Bee in purpose-driven campaign

As commuters return to the rails, the company is promoting its games offering with QR code-enabled placements and donations to a charitable cause. 

By Aaron Baar • Sept. 15, 2022

Amazon expands email marketing tools for brands seeking new customers

Brands can email message directly to shoppers who don’t follow them by using the free Tailored Audiences tool, which is currently in beta.

By Peter Adams • Sept. 15, 2022

Budweiser focuses on positive change in global World Cup campaign

Soccer stars Lionel Messi, Neymar Jr. and Raheem Sterling run with fans of different ages, nationalities, ethnicities and abilities in a hero ad.

By Sara Karlovitch • Sept. 15, 2022

Why brands are creating original songs for TikTok

McDonald's, Pizza Hut and Trident are among the marketers updating a cultural tactic for the top social platform.

By Chris Kelly • Sept. 15, 2022

Walmart vies for bigger holiday ad budgets with self-service expansion

A format that boosts products to the top of search results is becoming widely available, while Walmart is trying to “reduce the guesswork” for brands.

By Peter Adams • Sept. 14, 2022