Brand Strategy: Page 17
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Spencer Platt via Getty Images
Starbucks appoints ex-Chipotle exec as first global chief brand officer
Tressie Lieberman joins the coffee chain as part of new CEO Brian Niccol’s marketing overhaul, which also includes a recent agency appointment.
By Chris Kelly • Updated Oct. 21, 2024 -
Courtesy of Fred & Farid Los Angeles
Rare Beauty celebrates ‘Every Side of You’ for first global campaign
The Selena Gomez-founded cosmetics brand is putting individuality at the center of its marketing as it continues to hold favor among Gen Z.
By Jessica Hammers • Oct. 21, 2024 -
Explore the Trendline➔
zhuweiyi49 via Getty Images
TrendlineTop 5 stories from Marketing Dive
From the evolution of influencer marketing and paid media to the ongoing importance of data and culture, here’s a look at key trends driving marketing in 2025.
By Marketing Dive staff -
Permission granted by Walmart
Inside Walmart’s pop culture-heavy 2024 holiday campaign
A December update to the campaign reunites cast members from movies and TV series like “Gilmore Girls” as Walmart leans further into nostalgia.
By Peter Adams • Updated Dec. 3, 2024 -
Permission granted by Shutterstock
Top takeaways from Advertising Week 2024 marketers need to know
Leading marketers like PepsiCo Foods, Home Depot and Diageo tackled topics ranging from artificial intelligence to media networks at the annual confab.
By Chris Kelly • Oct. 18, 2024 -
Retrieved from Hello on October 16, 2024
ColumnCampaign Trail: Colgate-Palmolive’s Hello makes mundane routines more magical
Indie agency Walrus worked to find a “Goldilocks zone” between fantasy and real life in playful spots for toothpaste and deodorant.
By Chris Kelly • Oct. 18, 2024 -
Permission granted by Domino’s Pizza
Domino’s promotes brand chief to CMO to sharpen global strategy
Kate Trumbull, who helped revamp the chain’s loyalty program, is tasked with scaling its Hungry for MORE initiative to international markets.
By Peter Adams • Oct. 17, 2024 -
Permission granted by Advertising Week New York
Moët Hennessy on balancing generative AI hype with luxury expectations
Everything from programmatic to virtual influencers could be impacted by the emergent tech, executives said at Advertising Week New York.
By Peter Adams • Oct. 17, 2024 -
Courtesy of JCPenney
JCPenney’s holiday playbook: Deals, in-store experiences and Martha Stewart
The embattled department store is leaning into its already successful “Really Big Deal Reveals” campaign and bringing back a nostalgic giveaway.
By Jessica Hammers • Oct. 17, 2024 -
(Photo by Scott Olson) via Getty Images
Starbucks hands US creative duties to WPP amid turnaround push
The agency network is forming a bespoke unit for the chain that is trying to reclaim its status as a premium brand and community coffeehouse.
By Peter Adams • Oct. 16, 2024 -
Courtesy of Amazon
Amazon unboxes advertiser capabilities spanning AI, DSP and insights
The retail media giant refreshed its demand-side platform and rolled out new generative artificial intelligence tools to help marketers utilize its ad services.
By Chris Kelly • Oct. 15, 2024 -
vgajic via Getty Images
OpinionWhy marketers should focus on value over price this holiday season
Beyond affordability, shoppers are hungry for convenience, rewards and an enriching shopping journey, according to Razorfish’s David MacDonald.
By David MacDonald • Oct. 15, 2024 -
Courtesy of KFC
KFC is battle-ready in satirical campaign for chicken tenders debut
Highdive’s first work for the fried-chicken chain playfully nods to competitors like Popeyes in a campaign depicting a chicken tenders war.
By Jessica Hammers • Oct. 15, 2024 -
Courtesy of Advertising Week New York
Q&ADisney, Hershey execs share how holiday marketing campaigns are evolving
Executives spoke during Advertising Week about how the companies are working to engage audiences around cultural moments beyond just ads.
By Chris Kelly • Oct. 14, 2024 -
istockphoto.com/nortonrsx
Sponsored by MarigoldHow 5 brands use relationship marketing to create loyal customers
Strong customer relationships are table stakes. Marigold’s brand rankings report highlights 200 brands across personalization, loyalty and omnichannel experiences.
Oct. 14, 2024 -
Courtesy of Nespresso
Q&ANespresso’s marketing and sustainability maven on her dual role
Jessica Padula discussed acting like a luxury brand and how to navigate growing ESG backlash at Advertising Week New York.
By Peter Adams • Oct. 11, 2024 -
Courtesy of Warner Bros. Discovery
Why Jefferson’s Bourbon became partners in crime with HBO’s ‘The Penguin’
At Advertising Week, the Pernod Ricard brand explained how it teamed with Warner Bros. Discovery to break through the “sea of sameness” in its category.
By Chris Kelly • Oct. 11, 2024 -
Courtesy of Advertising Week New York
Q&AHow United Airlines brought Kinective Media to market — and what’s next
Mike Petrella, the managing director of strategic partnerships for the airline industry’s first media network, shared lessons learned during its quick ramp up.
By Chris Kelly • Oct. 10, 2024 -
Courtesy of Advertising Week New York
How AI gives Hershey an edge for high-stakes Halloween season
Artificial intelligence helps the marketer hit underserved consumers in markets that can be missed by big consumer brands.
By Peter Adams • Oct. 10, 2024 -
Courtesy of Apple
How a focus on performance marketing has cost brands trillions: report
The Best Global Brands 2024 report sees Apple again at the top, though its brand value has fallen for the first time in over two decades by 3%.
By Jessica Hammers • Oct. 10, 2024 -
Courtesy of Advertising Week New York
Duracell CMO’s lessons for bringing low-interest brands into culture
Global Chief Marketing Officer Ramon Velutini explained how a TikTok comment led to a successful campaign around a reality show scandal.
By Chris Kelly • Oct. 9, 2024 -
Permission granted by Frito-Lay North America
Q&APepsiCo Foods creative chief on in-housing and ‘borderless’ content
Chris Bellinger discussed the demands of an always-on content strategy and bringing back Doritos’ “Crash the Super Bowl” at Advertising Week.
By Peter Adams • Oct. 9, 2024 -
Courtesy of Mountain Dew
Why Mountain Dew refreshed its visual identity for a new era of marketing
A new logo was designed by PepsiCo’s in-house team, which includes a mix of veterans and newcomers to both the brand and industry.
By Chris Kelly • Oct. 9, 2024 -
Courtesy of Domino’s
Domino’s brings back Emergency Pizza promo with Twitch’s The Glitch
After last year’s success, the program is back for a more expansive effort that includes a gaming integration and partnership with nail brand Olive & June.
By Jessica Hammers • Oct. 8, 2024 -
Courtesy of Honda
Honda nods to F1 icon Ayrton Senna in emotional ‘Unstoppable Dreams’ ad
The automaker’s latest spot, narrated by John Cena, leverages a reverse poem format to tell a tale of triumph as U.S. viewership for the motor sport grows.
By Aaron Baar • Oct. 4, 2024 -
Courtesy of McDonald’s
McDonald’s debuts Chicken Big Mac with dupe restaurant, livestream push
The burger chain has revealed two spots featuring the limited-time offering starring “Fresh Off The Boat” castmates Randall Park and Hudson Yang.
By Chris Kelly • Updated Oct. 15, 2024
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