Brand Strategy: Page 82

  • A person's hand types on a keyboard while the other hand holds a credit card.
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    IPG says ‘majority’ of clients are making contingency plans for a downturn

    The ad holding group still raised its full-year organic growth guidance, joining Publicis and Omnicom in bucking macroeconomic trends.

    By • Oct. 24, 2022
  • Gillette stadium glows green at night.
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    Courtesy of Gillette
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    Gillette kicks off first NFL live broadcast mixed-reality commercial

    The stadium activation features a razor being built before viewers, with participation from mascot Pat the Patriot.

    By • Oct. 24, 2022
  • A person holding a phone with "Ai" and a box that says "prompt" above it. Explore the Trendline➔
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    Trendline

    Top 5 stories from Marketing Dive

    From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.

    By Marketing Dive staff
  • Oreo Thins and Microsoft 365 promo image for its "Thinvite" campaign.
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    Courtesy of Oreo
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    Oreo Thins, Microsoft 365 encourage workers to take a snack break

    The tie-up will see three 15-minute snack breaks added to consumers’ schedules, with a Microsoft Teams invite linking to a video of playful puppies.

    By Aaron Baar • Oct. 24, 2022
  • Subway plans to add 50,000 jobs this summer
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    Courtesy of Subway
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    Subway, Arby’s top QSR TV ad impressions in Q3

    While QSRs increasingly invest in digital marketing, they remain an important driver of TV ad impressions, accounting for 27.5 billion impressions in Q3.

    By Aneurin Canham-Clyne • Oct. 24, 2022
  • iHeartMedia's metaverse activation, iHeartLand
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    Courtesy of iHeartMedia
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    Why brands should go beyond a metaverse cameo

    During an Advertising Week panel Thursday, panelists from iHeartMedia, Vatom and Procter & Gamble discussed the shift to an always-on metaverse strategy. 

    By • Oct. 21, 2022
  • A football stadium with lights on the field.
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    Why Mercedes-Benz jumped to advertise on Amazon Prime’s ‘Thursday Night Football’

    Early audience numbers point to where the future of live sports may be headed, with more targeted advertising holding a strong appeal for brands. 

    By • Oct. 21, 2022
  • A trio of drag stars dressed as witches hold a stacked sandwich over a kitchen table for a new Dietz & Watson Halloween campaign.
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    Permission granted by Dietz & Watson
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    Column

    Campaign Trail: Dietz & Watson summons ‘SandWitch Sisters’ in riff on Halloween classic

    Drag queens bring a trio referencing “Hocus Pocus” to life for the brand’s largest paid TikTok effort to date and latest collaboration with agency RTO+P.

    By • Oct. 21, 2022
  • A bottle of Captain Morgan Rum sits on a table with a red video game controller as two people hang out.
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    Courtesy of Diageo
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    Captain Morgan adds some spice to its ads

    A new brand platform positions “spice” as an element of fun, including with a spot that debuted on the NFL Network which depicts fans of rival teams.

    By Aaron Baar • Oct. 20, 2022
  • Best Buy announces earlier Black Friday.
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    Courtesy of Best Buy
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    Leveling up success: Inside Best Buy’s efforts to reform a long-standing campaign

    At Advertising Week, executives discussed how taking a more inclusive approach to an annual esports program resulted in higher completion and viewing rates. 

    By • Oct. 20, 2022
  • Actors Kate McKinnon and Dan Levy for Tostitos' “For the Love of Chips and Dip” campaign last year.
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    Courtesy of Frito-Lay
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    More than a crunch: How a 1.5 second tune changed the Tostitos brand

    The Frito-Lay brand revealed at Advertising Week that its recent introduction of a sonic identity upped brand recall by 38%.

    By • Oct. 20, 2022
  • Three limited-edition Pepsi Soda Shop cans lined up on a diner table.
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    Retrieved from PepsiCo Beverages North America on October 18, 2022
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    Pepsi CMO on state of media fragmentation: ‘A double-edged sword’

    At Advertising Week, Todd Kaplan discussed the overvaluation of paid media and his view of emergent channels like the metaverse, calling it a “fat word.”

    By • Oct. 19, 2022
  • A group of young people as part of American Eagle's 2022 back-to-school campaign
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    Courtesy of American Eagle
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    American Eagle CMO says now’s the time for marketers to take risks

    At Advertising Week, the exec cited evidence that stepping outside the box has reaped major benefits, like becoming Roblox’s second most visited virtual brand.

    By • Oct. 19, 2022
  • Three cheerful female friends communicating and having fun in a pub during the night out. Focus is on woman in the middle.
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    Getty Images
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    How AB InBev evolves inclusive marketing from good intentions to long-term strategy

    Industry research discussed at Advertising Week found that ads scoring higher on a gender-equality index led to 24% higher short-term purchase intent.

    By • Oct. 19, 2022
  • A person smiles at smart phone being held up on a tripod.
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    Courtesy of Walmart
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    Walmart launches beta version of content creator platform

    The retailer is strengthening its reach into social commerce by allowing creators to set up affiliate links and access performance data.

    By Dani James • Oct. 18, 2022
  • Water brand Liquid Death turns haters' comments into album
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    Courtesy of Liquid Death
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    Why Liquid Death doesn’t chase viral social media trends

    An Advertising Week panel featuring Liquid Death, Xbox and Hot Pocket showcased how each takes a different approach to chasing virality.

    By • Oct. 18, 2022
  • Two characters from Stranger Things as part of a Domino's partnership
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    Courtesy of Domino's
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    Inside Domino’s recipe for success with ‘Stranger Things’ fanatics

    At Advertising Week, executives laid out how a campaign centered on a “mind ordering” app paid off despite an average response from a general audience.

    By • Oct. 18, 2022
  • Heineken serves up virtual brew in new metaverse space
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    Courtesy of Heineken
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    How to leverage sports communities for brand engagement

    As the fan experience becomes a focus, a Heineken exec discussed the role of players and subcultures during an Advertising Week panel. 

    By • Oct. 17, 2022
  • Diverse teenage students using digital smart phones mobile at college campus.
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    Gen Z in 2022: How to meet the cohort where they are

    Gen Z’s preferences evolve quickly. Here’s how to connect with this tough-to-reach demographic across CTV, the metaverse, esports and social media.

    By • Oct. 17, 2022
  • Crowds of people walking through a busy crosswalk at the intersection of 23rd Street and Fifth Avenue in Midtown Manhattan, New York City..
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    What to expect at Advertising Week: More meeting space and metaverse buzz aplenty

    Organizers hope to deliver a tighter balance between networking and programming as marketers seek tactical takeaways in a tough economy.

    By • Oct. 17, 2022
  • Ritz crackers "Our Holidays" campaign cookbook cover
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    Courtesy of Ritz
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    Ritz holiday campaign celebrates diverse cultural traditions

    “Our Holidays” features a 15-second spot, video content series and cookbook highlighting the foods and traditions of various cultures. 

    By Aaron Baar • Oct. 17, 2022
  • A person in a coat rides a bicycle holding a red DoorDash bag.
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    Michael M. Santiago/Getty Images via Getty Images
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    DoorDash expands self-service ad tools for CPG brands

    PepsiCo and Clorox are embracing the platform’s ad push to support goals like building out their in-house ad platforms and acquiring new customers. 

    By • Oct. 17, 2022
  • Invisalign's Roblox Livetopia storefront
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    Courtesy of Invisalign
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    Invisalign’s Roblox activation sees over 2 million users

    The company’s head of marketing shares what was considered when creating the virtual world and what he’s learned since its launch.

    By Aaron Baar • Oct. 17, 2022
  • Four people sit on a blue couch sharing food.
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    Courtesy of Tyson
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    Tyson’s Twitch series pairs Friday night gaming with chicken

    “Chicken and a Video Game” features professional athletes eating chicken and playing video games.

    By Aaron Baar • Oct. 14, 2022
  • A woman stares off into the distance.
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    Courtesy of Toyota
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    Toyota shifts advertising into a new gear with expansive campaign

    “Never Settle” puts stories in the foreground, a change from the brand’s traditionally car-centered marketing.

    By • Oct. 14, 2022
  • The Netflix logo on a black background beside a similar logo for YouTube
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    Pascal Le Segretain via Getty Images
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    Netflix’s ad tier is barebones at launch, but cheaper than Disney’s for viewers

    Now confirmed to launch in early November, the service includes partnerships with DoubleVerify, Integral Ad Science and Nielsen and is “nearly sold out” of inventory.

    By • Oct. 13, 2022