Brand Strategy: Page 87
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Retrieved from Unsplash on July 22, 2021
Deep DiveCTV is exploding, but can marketers capitalize on its promise?
Executives at Advertising Week spoke about the opportunity connected TV presents despite persistent issues with fragmentation and measurement.
By Chris Kelly • Oct. 27, 2021 -
Courtesy of DoorDash
3 ways brands approach working with content creators
Executives from DoorDash, Equinox and Diageo showcased creator partnerships that run the gamut in terms of opportunity and process.
By Asa Hiken • Oct. 27, 2021 -
Explore the Trendline➔
sefa ozel via Getty Images
TrendlineAI and Marketing Data
Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data.
By Marketing Dive staff -
Courtesy of Chipotle Mexican Grill
Chipotle hosts virtual restaurant on Roblox for Halloween experience
An extended digital play sees the chain tying its annual 'Boorito' promotion to interest in the metaverse while dishing out $1 million in free food.
By Asa Hiken • Oct. 27, 2021 -
Courtesy of Reebok
Reebok builds on new brand direction in latest campaign
With a deal in hand to be acquired by Authentic Brands Group, the company is trying to reinvent its brand image after years of challenges.
By Cara Salpini • Oct. 26, 2021 -
Permission granted by Advertising Week
Deep DiveAt Advertising Week: Less fluff and increased candor around industry's uncertain future
Across four days in New York, marketers stepped out of their comfort zones with optimism that occasionally belied ongoing supply chain and engagement issues.
By Peter Adams • Oct. 26, 2021 -
Permission granted by Advertising Week
How Hot Pockets joined Gen Z gamer culture through Twitch Bits
A couponing push drove six times higher conversion rates than past efforts, helping the brand gain relevancy with key young cohorts, an exec said at Advertising Week.
By Peter Adams • Oct. 25, 2021 -
Illustrator Anna Broadhurst
Sponsored by Zappar5 key ways marketers can leverage augmented reality for retail
Augmented reality is leading the charge in the new retail revolution - find out how.
Oct. 25, 2021 -
Honey Bunches of Oats released a video as part of its "Make a Bunch Happen" campaign. The image was retrieved from its video on Oct. 21, 2021.
ColumnCampaign Trail: Honey Bunches of Oats emphasizes self-care to fuel mornings
In the Post brand's first national effort in three years, "Make a Bunch Happen" includes happiness "hacks" on social and tie-ups with radio show hosts.
By Natalie Black (Koltun) • Oct. 22, 2021 -
Permission granted by Mondelez International
How Mondelez deploys empathy to sidestep personalized marketing's 'creepy chasm'
At Advertising Week, Global Vice President of Consumer Experience Jon Halvorson emphasized that efficiency is driven by smarter creative and a simpler media plan.
By Peter Adams • Oct. 22, 2021 -
Hellmann's first Super Bowl ad stars comedian Amy Schumer. The image was retrieved from the brand's YouTube video on Jan. 27, 2021.
How Unilever and other marketers work to avoid greenwashing
The CPG giant's chief digital and marketing officer said a gap exists between consumer attitudes and actions around sustainability because of complexity.
By Chris Kelly • Oct. 21, 2021 -
Scott Olson via Getty Images
Kroger's new private programmatic marketplace courts CPGs with 'pre-optimized audiences'
Cara Pratt, of Kroger Precision Marketing at 84.51°, tells Marketing Dive about why the platform enables brands to use their DSP of choice.
By Peter Adams • Oct. 21, 2021 -
Asa Hiken/Marketing Dive
NIL offers fertile ground for brands, but it needs 'turnkey' solutions to grow
Sports marketers at Advertising Week detailed how platforms, such as group licensing programs, could streamline how brands partner with college athletes.
By Asa Hiken • Oct. 21, 2021 -
Courtesy of Mars Wrigley
How Mars approaches contextual advertising as a cookieless future looms
There is no one-size-fits-all solution for agencies looking across categories and brands, said the head of investment and activation at GroupM's Wavemaker.
By Chris Kelly • Oct. 20, 2021 -
Asa Hiken/Marketing Dive
For Jose Cuervo, marketing success means engaging consumers more directly
The marketer's strategy has shifted away from a heavy reliance on brand awareness, the CMO of parent Proximo Spirits said during Advertising Week.
By Asa Hiken • Oct. 20, 2021 -
Courtesy of Procter & Gamble
P&G: Marketing efficiency breeds effectiveness, leading to more investment
As consumers seek out trusted brands, the CPG marketer's quarterly results show it reaping the benefits of investments in digital marketing, supply chain and data analysis.
By Chantal Tode • Oct. 20, 2021 -
Asa Hiken/Marketing Dive
Diageo's Pronghorn eyes cross-industry impact via a diversity 'blueprint'
The spirits marketer is angling for long-term impact by demonstrating how to best enact tangible change, according to executives at Advertising Week.
By Asa Hiken • Oct. 19, 2021 -
CentralITAlliance via Getty Images
Deep DiveHow product shortages and an extended shopping season are upending holiday marketing
Preparing contingencies for different holiday scenarios puts additional pressure on brands and agencies working to keep up amid their own staffing challenges.
By Natalie Black (Koltun) • Oct. 19, 2021 -
Retrieved from General Motors on October 18, 2021
Cadillac's CMO on shifting brand strategy to address supply chain, cookie challenges
Melissa Grady said holiday ads would focus more on brand-building for the Lyriq, Cadillac's first EV, versus typical deals-oriented messaging.
By Peter Adams • Oct. 19, 2021 -
Anthony Devlin via Getty Images
Stellantis taps Black-owned agency to shore up multicultural marketing
Detroit-based Ignition Media Group will serve as a "sounding board" on DEI efforts for the automaker behind brands including Chrysler, Dodge and Jeep.
By Chris Kelly • Oct. 18, 2021 -
Drew Angerer / Staff via Getty Images
Advertising Week reflects on adland's many changes during tumultuous period
Hot topics are likely to include new ways to collaborate, emerging business models and societal issues as many attend their first conference in a long time.
By Aaron Baar • Oct. 18, 2021 -
Courtesy of Campbell's
Campbell's brand modernization continues with musical QR codes on cans
Along with a partnership with Universal Music Group, the CPG brand will let customers submit cooking-inspired songs for a chance to win $20,000.
By Chris Kelly • Oct. 18, 2021 -
Kaarin Vembar/Marketing Dive
Under Armour names first chief consumer officer as marketing chief plans exit
Massimo Baratto will take over the functions of the CMO in the new position, overseeing global marketing, e-commerce and retail.
By Cara Salpini • Oct. 18, 2021 -
https://www.pexels.com/photo/mother-with-baby-using-laptop-7282634/
Sponsored by UserTestingTackling post-pandemic CX challenges with a focus on empathy
How leading customer experience (CX) teams are using empathy to mitigate post-pandemic challenges and meet the needs of customers.
By Janelle Estes • Oct. 18, 2021 -
Courtesy of Abercrombie & Fitch Management Co.
Hollister unveils gamer apparel from new 'chief gaming scout'
Kyle "Bugha" Giersdorf, who has 4.8 million Twitch followers, will also help to lead the brand's gamer training program.
By Asa Hiken • Oct. 15, 2021 -
Courtesy of Crockpot
Crockpot fires up NFT to target next generation of at-home cooks
Moving its slow cooker from the cupboard to the blockchain, the brand wanted to avoid an overt nostalgia play as it celebrates 50 years.
By Peter Adams • Oct. 15, 2021
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