Brand Strategy

  • Actor D'Arcy Carden speaks to a group alongside a painted portrait of Target mascot Bullseye in a holiday ad from the retailer.
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    Permission granted by Target
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    Target unwraps high-concept holiday ads focused on gift-giving academy

    Actor D’Arcy Carden serves as Chief Giftologist in a new campaign that will be supported by a bigger creator push around YouTube and TikTok.

    By • Oct. 21, 2026
  • Domino's Minecraft collaboration
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    Courtesy of Domino's Pizza
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    Domino’s links with Minecraft to push personal pizza via gaming

    The collaboration with the popular video game includes creator content, in-game items, packaging and giveaways in support of the new Domino offering.

    By • Oct. 21, 2026
  • Explore the Trendline➔
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    Spencer Platt via Getty Images
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    Trendline

    Multichannel Optimization

    There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including streaming TV, social media and others.

    By Marketing Dive staff
  • Marriott Bonvoy
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    Courtesy of Marriott
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    How Marriott Bonvoy got scale, speed with global creator-led campaign

    Instead of taking a traditional approach to ad production, the company went from brief to delivered assets across 23 destinations in just four weeks.

    By • Oct. 19, 2026
  • Cover art for Peacock's Your Bravoverse experience.
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    Courtesy of Peacock
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    Wendy’s signs on as first sponsor for in-app Bravo fan experience

    The hub features a personalized feed of content curated from popular franchises and an artificial intelligence-generated avatar of Andy Cohen.

    By • Oct. 15, 2026
  • The iconic Nike swoosh design is displayed in a window of the athletic company's new store on Broadway in Manhattan on April 24, 2026 in New York City.
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    Spencer Platt via Getty Images
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    Consumer goods giants step up ad intensity as other big spenders pull back: report

    Divergent paths for tech firms and categories like CPG and beauty and cosmetics underpin what WARC calls a “two-speed marketplace.”

    By • Oct. 15, 2026
  • Mr. Pibb
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    Courtesy of The Coca-Cola Company
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    How Coca-Cola’s Mr. Pibb became the fastest-growing brand of 2026

    The caffeinated, spicy-cherry-flavored soda is finding traction with “zillennial” consumers and grew volume more than 20% during Q2 2026.

    By • Oct. 15, 2026
  • Four executives sit on a stage at the Advertising Week New York conference in October, 2026.
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    Permission granted by Sarah Merians Photography for Advertising Week New York
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    5 ways marketers can make a lasting impact with Gen Alpha

    Brands, agencies and platforms with a finger on the pulse took to Advertising Week to break down the group’s habits with AI, creators and co-viewing.

    By • Oct. 14, 2026
  • An evening photograph of a corner of an Applebee's restaurant
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    M. Suhail via Getty Images
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    Q&A

    Applebee’s CMO on differentiating marketing in a value-obsessed industry

    Michelle Chin digs into how the casual dining chain’s marketing is evolving, including through a new partnership with agency BBDO Chicago.

    By • Oct. 14, 2026
  • Creative for Chipotle's "Big Ass Chipotle Bag"
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    Courtesy of Chipotle
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    Brand new bag: Chipotle, Unreal Snacks reach for fashion relevancy

    A “Big Ass Chipotle Bag” and a clutch made to fit Unreal treats join a trend that has seen a handful of marketers use fashion as a way to grow loyalty.

    By • Oct. 13, 2026
  • Nikola Jokić for Sprite
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    Courtesy of Sprite
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    How Sprite is refreshing its NBA sponsorship with a global focus

    The brand is looking to deepen its connection with basketball culture similar to how Coke drove engagement and sales around the World Cup.

    By • Oct. 12, 2026
  • NY-NJ FIFA Fan Fest 2026
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    Courtesy of MLS
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    Q&A

    Volkswagen’s CMO on driving emotional connection through partnerships

    Rachael Zaluzec digs into the brand’s newly expanded work with U.S. Soccer and NBCUniversal.

    By • Oct. 9, 2026
  • Panelists at Advertising Week New York
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    Permission granted by Sarah Merians Photography for Advertising Week New York
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    Why Free People prioritizes cultural co-authorship in celeb tie-ups

    At Advertising Week, CMO Jack Reynolds explained why the Urban Outfitters-owned retailer ceded control when working with musician Willow.

    By • Oct. 9, 2026
  • Omaha Steaks campaign imagery for its "No Bull" campaign.
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    Courtesy of Omaha Steaks
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    Inside Omaha Steaks’ efforts to ditch marketing bull and attract Gen Z

    The century-old meat delivery company emphasizes credibility for a “No Bull” campaign that spans TV, radio, paid social and influencer partnerships.

    By Danielle McLean • Oct. 8, 2026
  • Alex Cooper holds a bottle of Unwell for NWSL
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    Courtesy of NWSL
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    Opinion

    Your brand can do almost anything — and that’s the problem

    Marketers are good at measuring attention, but struggle to understand what that attention means, writes Motto’s Sunny Bonnell and Ashleigh Hansberger.

    By Sunny Bonnell and Ashleigh Hansberger • Oct. 8, 2026
  • A man stands in a board room, looking out on the horizon
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    Getty Images
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    CMOs see their internal influence rising. Has it come at a cost?

    Marketers at Advertising Week say growth mandates have given them a bigger seat at the table, but research points to downsides for external brand trust.

    By • Oct. 7, 2026
  • Panelists at Advertising Week New York
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    Permission granted by Sarah Merians Photography for Advertising Week New York
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    How Liquid Death is building an AI-native marketing organization

    Benoit Vatere, chief media and digital commerce officer at the brand, explained at Advertising Week how it is using the tech to move faster than competitors.

    By • Oct. 7, 2026
  • Nutella jars on a store shelf
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    Christopher Doering/Marketing Dive
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    Nutella heads to Super Bowl, part of Ferrero’s $50M marketing bet in 2027

    The marketer of sweet snacks will air two commercials during next year’s game following a successful 2026 debut for its Kinder Bueno brand.

    By • Oct. 6, 2026
  • Professionals gathered, engaging in conversations and exchanging ideas at a corporate conference or seminar.
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    Getty Images
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    Top marketing conferences to attend in 2027

    A list of all the must-attend events for advertising executives looking to network and refine their strategies across culture, technology and more.

    By • Updated Oct. 16, 2026
  • Panelists at Advertising Week New York
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    Permission granted by Sarah Merians Photography for Advertising Week New York
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    How marketers can fuel social, discoverability with experiences

    At Advertising Week, VaynerX’s Gary Vaynerchuk and marketers from Target and JPMorgan Chase discussed balancing content and activations.

    By • Oct. 6, 2026
  • Panelists at Advertising Week New York
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    Permission granted by Sarah Merians Photography for Advertising Week New York
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    How brands’ deeper creator deals are unlocking cost efficiencies, results

    Marketers at Chili’s, Disney and Alaska Airlines spoke about how far the creator canvas has broadened at Advertising Week.

    By • Oct. 6, 2026
  • Panda Express's mascot PeiPei standing in front of fireworks in a digital environment.
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    Courtesy of Super League
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    Why Panda Express is embracing an ‘always-on’ gaming strategy

    The brand is adopting a more permanent strategy when it comes to gaming, including the release of its Roblox game as a persistent virtual destination.

    By • Oct. 5, 2026
  • Streamer Kai Cenat in a contemplative pose alongside a can of Poppi soda.
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    Permission granted by BFA, Deonté Lee
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    Q&A

    How Poppi keeps its cultural marketing fizz without over-relying on data

    Partnerships ranging from the Dallas Cowboys to New York Fashion Week designers are largely driven by gut instinct, Head of Culture Sophia Sesto says.

    By • Oct. 5, 2026
  • An image of Papa Johns sign on a store
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    Courtesy of Papa Johns
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    Papa Johns’ CMO on how the brand is reasserting itself as delivery evolves

    Newly appointed Global CMO Chris Lyn-Sue digs into the chain’s Walmart Express Delivery partnership and his plans for the rest of the year.

    By • Oct. 5, 2026
  • Reese's Halloween Council
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    Courtesy of The Hershey Company
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    Reese’s searches for ‘trick-or-treatiest street’ in multichannel effort

    The Hershey brand is teaming with creators and celebrities for a social content series analyzing 150 of the best streets for Halloween festivities.

    By • Oct. 1, 2026
  • A person interacts with a registration desk at Advertising Week
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    Permission granted by Shutterstock
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    Inside Advertising Week’s changes — and a bid for $100M in creator deals

    The show, which starts Monday, is doubling down on topics like creators to differentiate in a crowded events calendar and court more decision-makers.

    By • Oct. 1, 2026