Brand Strategy: Page 2


  • A person stands in front of a camera recording themselves
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    Phynart Studio via Getty Images
    Deep Dive

    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 Sept. 20, 2022
  • Two businessmen shake hands over a business deal.
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    Stock Photo via Getty Images
    Opinion

    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
  • Lil Nas X sits in a gold room wearing a black suit.
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    Courtesy of Riot Games

    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 Sept. 19, 2022
  • A diverse group of people working with paperwork on a board room table at a business presentation or seminar.
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    courtneyk via Getty Images

    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 Sept. 16, 2022
  • Patagonia founder Yvon Chouinard sits at a desk.
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    Courtesy of Patagonia

    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 Sept. 16, 2022
  • OOH campaigns promoting NYT's Spelling Bee mobile game
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    Courtesy of New York Times

    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
  • A blue Amazon Prime truck bearing the company's logo is parked outside one of its warehouse centers.
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    Dan Kitwood/Getty Images via Getty Images

    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 Sept. 15, 2022
  • Lionel Messi, Neymar Jr. and Raheem Sterling stand together with a crowd of people behind them in the players tunnel.
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    Courtesy of Anheuser-Busch InBev

    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 Sept. 15, 2022
  • Singer Chloë Bailey blows a gum bubble as part of a Trident campaign
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    Courtesy of Mondelēz International, Inc.

    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 Sept. 15, 2022
  • A sign is posted in front of a Walmart store on November 16, 2021 in American Canyon, California.
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    Justin Sullivan via Getty Images

    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 Sept. 14, 2022
  • Chipotle Garlic Guajillo Steak metaverse
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    Courtesy of Chipotle

    Chipotle launches its Garlic Guajillo Steak in the metaverse

    The chain says the menu item, which will debut in the Chipotle Grill Simulator on Roblox, is the first from a restaurant brand to launch in the metaverse.

    By Alicia Kelso • Sept. 13, 2022
  • Five people hold glasses of SodaStream sparkling water
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    Courtesy of SodaStream Canada

    SodaStream shakes up brand to better recognize interests like mixology

    Creative and design agency Pearl Fisher assisted on the revamp that includes a new S-shaped logo, color palette and premium product line.

    By Sept. 13, 2022
  • A dram of Jameson whiskey sits on a table in a branded cup.
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    Anna Webber/Getty Images for Vulture Festival via Getty Images

    Jameson serves comradery on the rocks in new global campaign

    In its largest U.S. campaign in over a decade, the distiller focuses on spontaneity and personal relationships as Irish whiskey sales grow. 

    By Sept. 13, 2022
  • Molson Coors, beer, Coors Light, packaging
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    Courtesy of Molson Coors
    Deep Dive

    Cold beer, hot planet: How two very different beer brands respond to climate change

    Coors Light and Corona have become more environmentally friendly in ways that remain true to each brand's positioning.

    By Sept. 13, 2022
  • Close up of businessmen came to an agreement in the office
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    skynesher via Getty Images
    Opinion

    Why partnerships are the biggest investment brands should make this year

    The spirit of collaboration shines through post pandemic, with 82% of B2B business leaders looking to add new partners this year, per a Channel/Partner Marketing Benchmark Survey.

    By Jon Stimmel • Sept. 13, 2022
  • NBCUnified logo
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    Courtesy of NBCUniversal

    GM is first brand to integrate with NBCU’s data platform

    Forged through GM’s media agency Carat, the partnership weds consumer automotive profiles with NBCUnified's data on media consumption preferences.

    By Sept. 13, 2022
  • A hand holds a can of Harpoon Rec. League beer while a person plays golf in the background
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    Courtesy of Copper Giants

    Why Liberty Mutual’s in-house agency takes external clients

    Internal shop Copper Giants demonstrates how projects from outside the company, like one for Harpoon Brewery, give creative talent a way to stretch.

    By Aaron Baar • Sept. 12, 2022
  • Burger King gets a fresh look
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    Courtesy of Burger King

    RBI announces $400M marketing and remodel overhaul for Burger King

    Burger King will support menu shifts with $120 million in advertising spend, a 30% increase in its media buying capacity.

    By Aneurin Canham-Clyne • Sept. 12, 2022
  • Gucci opens persistent digital space on Roblox
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    Courtesy of Gucci

    Roblox’s ad expansion plans include 3D portals to branded experiences

    An Immersive Ads format teased during the company’s developer conference helps brands promote their custom worlds to users more seamlessly. 

    By Sept. 12, 2022
  • A promotional image for Starbucks NFT marketplace, Starbucks Odyssey.
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    Courtesy of Starbucks

    Starbucks is launching an NFT marketplace

    Starbucks Odyssey will let users buy tokens and accrue loyalty rewards to unlock access to real-life and digital events, like virtual cocktail classes.

    By Aneurin Canham-Clyne • Sept. 12, 2022
  • Pinterest "Don't Don't Yourself" campaign image
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    Courtesy of Pinterest

    Pinterest takes up social media negatives like doomscrolling in campaign

    “Don’t Don’t Yourself” arrives on the heels of research showing 33% of Americans rank fear of failure as their main roadblock to trying new things.

    By Sept. 12, 2022
  • Group of people with laptops having a business meeting at a conference table.
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    gorodenkoff via Getty Images
    Sponsored by Partnerize

    The innovations most needed in today’s affiliate space

    The future of affiliate requires making a commitment to brand safety and fraud prevention.

    By Matt Gilbert, CEO, Partnerize • Sept. 12, 2022
  • Five pieces of clothing from Mailchimp's NYFW capsule collection
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    Courtesy of Mailchimp

    Mailchimp swings into NYFW with pop-up, capsule collection

    The email marketing platform combines in-person and digital elements as part of its recently launched "Guess Less, Sell More" brand campaign.

    By Sept. 9, 2022
  • A row of oversized NFL helmets.
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    Duane Prokop/Getty Images via Getty Images

    As the NFL season kicks off, advertisers draw from a new playbook

    Fans are front and center in the latest football-related campaigns, with players taking a backseat as marketers try to address a fragmented audience. 

    Sept. 9, 2022
  • Reality TV star Teresa Giudice wears football gear in a DirecTV commercial
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    Courtesy of DirecTV
    Column

    Campaign Trail: DirecTV tackles football, ‘Real Housewives’ fandoms

    Created with TBWA\Chiat\Day LA, the latest iteration of the brand’s "Get Your TV Together" campaign unites live sports and reality TV.

    By Sept. 9, 2022