Brand Strategy


  • promotional photo of an Intuit-NFL sponsored concert in Roblox
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    Courtesy of Roblox

    Intuit, NFL team up for concert on Roblox with Saweetie

    The virtual performance will be broadcast repeatedly in the run up to the big game, while Roblox’s Super NFL Tycoon seeks to teach financial literacy.

    By Feb. 3, 2023
  • Collage of three TikToks that are part of Neutrogena's Hydro House content
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    Retrieved from Neutrogena on February 02, 2023
    Column

    Campaign Trail: Neutrogena lathers up reality TV parody on TikTok

    Movers+Shakers mined dating show tropes to turn one of the skincare brand's products into the "bombshell" of "Hydro House."

    By Feb. 3, 2023
  • Campaign image showing Instacart and Michelob Ultra's shoppable TV commercial timed to Super Bowl LVII
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    Retrieved from Instacart on February 01, 2023

    Michelob Ultra, Instacart support Super Bowl push with shoppable TV ads

    The tie-up represents parent company Anheuser-Busch InBev’s first shoppable TV commercial and Instacart’s first major CPG co-marketing campaign.

    By Feb. 2, 2023
  • Actor Michael B. Jordan drinks from a bottle of Propel Fitness Water
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    Courtesy of PepsiCo

    Propel Fitness Water’s new look emphasizes Gatorade connection

    For the overhaul, the brand has teamed up with actor Micheal B. Jordan for a partnership that includes an integration with upcoming film “Creed III.”

    By Feb. 2, 2023
  • Will Ferrell appears in a Super Bowl ad around Netflix's partnership with General Motors
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    Courtesy of GM

    General Motors, Netflix team for strategic alliance around EVs

    The partnership spans product placement in the streamer’s shows, a Super Bowl spot and a sustainability push.

    By Feb. 2, 2023
  • starry soda pepsico
    Image attribution tooltip
    Courtesy of PepsiCo

    PepsiCo’s new Starry brand named official soft drink of NBA, WNBA

    The lemon-lime offering targeted at Gen Z aims to bring a “fresh perspective” as Mtn Dew steps back from events like the NBA All-Star weekend. 

    By Feb. 1, 2023
  • The NHL All-Stars logo.
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    Courtesy of NHL

    Disney sells out ad time for NHL All-Star events

    Major buy-ins include Chipotle, Discover and Honda for a combined total of 12 unique sponsors and 34 unique advertisers.

    By Feb. 1, 2023
  • The words, "ChatGPT" appear on a multicolored background
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    chaofann via Getty Images

    ChatGPT might change advertising — but it won’t revolutionize it

    Even though it’s unlikely to upend the ad world any time soon, the buzzy conversational AI model could prove useful for savvy marketers.

    By Jan. 31, 2023
  • Smirnoff on display at an event next to glasses.
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    Photo by Bryan Bedder/Getty Images for New York Taste via Getty Images

    Smirnoff to unveil inaugural cocktail coordinator during Super Bowl LVII

    The winner of the season-long contest will join Smirnoff as guest of honor for the big game as marketers embrace pre-game hype.

    By Jan. 31, 2023
  • Mature man looking at a digital tablet that a colleague is showing at work.
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    FG Trade via Getty Images

    Many brands are ‘reluctant buyers’ of ads on retail media networks

    While the majority of marketers surveyed by the ANA use at least five retail media networks and expect to spend more going forward, some have concerns.

    By Jan. 31, 2023
  • A phone screen depicts questions from DraftKing's High Stakes Beer Ad contest.
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    Courtesy of Molson Coors

    Molson Coors and DraftKings turn Super Bowl ad into betting opportunity

    The high-stakes tie-up challenges consumers to bet on various aspects of the brewer’s big game spot for the chance to win a portion of a $500,000 prize. 

    By Jan. 30, 2023
  • Singer Sarah McLachlan sits in a tent next to a wolf as part of Busch Light's 2023 Super Bowl commercial.
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    Courtesy of Anheuser-Busch InBev

    Busch Light enlists Sarah McLachlan for Super Bowl LVII

    The beer brand’s game day commercial will revive the singer’s ASPCA anthem, “Angel,” as part of a playful miscommunication about outdoor survival tips.

    By Jan. 30, 2023
  • Yves Saint Laurent Beauty ties NFTs to online shopping experience
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    Courtesy of Yves Saint Laurent Beauty

    Yves Saint Laurent Beauty ties Web3 to online shopping experience

    All revenue generated by NFT sales will be donated to partners of the Abuse is Not Love program, which fights against intimate partner violence.

    By Jan. 27, 2023
  • Business men in a dark room standing in front of a large data display
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    SolStock via Getty Images

    Blockchain, metaverse continue to command CMO interest despite snags

    Just 10% of surveyed marketers think the metaverse isn’t relevant to their industry while 41% plan to use blockchain in 2023, per Deloitte.

    By Jan. 26, 2023
  • A KFC branded basketball court.
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    Courtesy of KFC

    KFC Canada unveils winterized outdoor basketball court

    As part of the “KFC Buckets Are Life” campaign, the court features pre-warmed basketballs and nets made to look like the chain’s chicken buckets.

    By Jan. 26, 2023
  • Disney Tech & Data Showcase 2023 promo photo
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    Courtesy of Disney

    Unilever first to test Disney’s identity integration with Trade Desk

    Disney continues to enhance its ad business, partnering with EDO around outcome measurement and improving ad targeting on Disney+.

    By Jan. 26, 2023
  • A man in a Dogfish Head Jersey and red helmet play a Game of Electric Football.
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    Courtesy of Dogfish Head

    Dogfish Head’s budget big game ad showcases electric football

    The craft brewer spent only $7,000 on a hyper-local ad to promote its role as the official beer of the Electric Football World Championship.

    By Jan. 25, 2023
  • A billboard showing an add for Netflix's and Bumble's campaign.
    Image attribution tooltip
    Courtesy of Bumble

    Netflix helps Bumble matches find common interests with game about popular shows

    “Find the Date You’ve Been Watching For” was inspired by research showing it’s easier for people to talk to a match when they share similar tastes in TV.

    By Jan. 24, 2023
  • Martha Stewart in a campaign image for Oreo promoting its Oreoverse metaverse activation.
    Image attribution tooltip
    Courtesy of Oreo

    Martha Stewart makes metaverse debut with Oreo

    The celebrity chef and DIY homemaker will document her journey through the Oreoverse with a livestream on Facebook and Instagram.

    By Jan. 24, 2023
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    Mario Tama via Getty Images

    P&G touts big savings from fabric care in-housing strategy

    Wresting more control over media buying and selling and developing proprietary tech to better place TV ads created $65 million in annual savings.

    By Jan. 23, 2023
  • Campaign image for Gatorade Fast Twitch's Super Bowl ticket giveaway challenge
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    Courtesy of The Gatorade Company

    Gatorade marks Fast Twitch rollout with big game giveaway

    To enter, consumers must post a video of themselves on TikTok or Instagram that shows what their pre-game stadium run-through would look like.

    By Jan. 23, 2023
  • Maya Rudolph in a behind-the-scenes photo from the shooting of M&M's Super Bowl ad
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    Courtesy of Mars

    M&M’s spokescandies take ‘indefinite pause’ amid polarizing rebrand

    An ad starring Maya Rudolph debuted Wednesday as part of a new storyline that includes the characters and will resolve with their appearance in a Super Bowl spot.

    By Updated Jan. 25, 2023
  • NBA app
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    Courtesy of NBA

    NBA, StellarAlgo team up to streamline fan data across channels

    The league has also taken an equity stake in the customer cloud platform in a bet on the growth potential for leveraging data to boost engagement. 

    By Jan. 20, 2023
  • Kraft Mac & Cheese video ad image
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    Retrieved from YouTube on January 18, 2023
    Column

    Campaign Trail: Kraft Mac & Cheese animates the transformative power of noodles

    Made in collaboration with agency Johannes Leonardo, short-form ads turn "struggles" into "snuggles" and "rush hour" into "happy hour."

    By Jan. 20, 2023
  • Youtube billboard saying "More than just viewers."
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    Sean Gallup / Staff via Getty Images

    YouTube reclaims VidCon title sponsorship, replacing TikTok

    The Google-owned platform had been a routine sponsor since 2013 but was replaced last year by its ByteDance competitor.

    By Jan. 19, 2023