Our 10 best stories of 2018

Take a look back at Marketing Dive's top stories, which captured the biggest developments from executive departures to creative innovation that shaped the industry.

By Marketing Dive team • Dec. 21, 2018

Nike execs see digital as 'the majority' of future business

E-commerce grew by 41% in Q2, and executives said that digitally focused store concepts and initiatives are paying off.

By Cara Salpini • Dec. 21, 2018

Explore the Trendline➔

Influencer Marketing

Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

By Marketing Dive staff

Grey Goose serves holiday travelers with Ferris wheel, pop-up bar at JFK Airport

Travelers can pull a lever to open the door of a mini chalet on the wheel, unlocking a recipe they can photograph and use to make cocktails at home.

By Erica Sweeney • Dec. 21, 2018

Who What Wear launches digital OOH campaign targeting mall shoppers

The digital fashion publication is offering short-form video trend reports, style guides, fashion news and how-to content across 4,500 screens in U.S. malls.

By Erica Sweeney • Dec. 21, 2018

Campaign Trail: Burger King's royal gift; Krispy Kreme takes a stand; nutty holiday sweaters

Ahead of the holidays, marketers fight for gingerbread peoples' rights and offer goofy novelty gifts, including a $99 fire screen and snack-laden knitwear.

By Peter Adams , Natalie Black (Koltun) , Chris Kelly • Dec. 21, 2018

The Players' Tribune, Amazon Prime Video line up series focusing on NBA moms

The effort promotes Amazon Originals' "Jack Ryan" and will premiere during the NBA's Christmas Day games on both platforms.

By Erica Sweeney • Dec. 21, 2018

Nissan drives interactivity at college football tailgates with biometric-powered pop-ups

Converted semi-trucks boasted games that used gesture recognition and skeletal tracking tech to place fans into a virtual sporting experience.

By Erica Sweeney • Dec. 20, 2018

Freshpet, Huggies top list of ads that make an emotional connection

The Ace Metrix analysis used natural language processing and machine learning to measure the impact of ads based on a number of emotions.

By Erica Sweeney • Dec. 20, 2018

Google reimagines 'Home Alone' in new ad showcasing Google Assistant

Macaulay Culkin reprises his role as Kevin McCallister from the 1990 film and uses Google Assistant devices to foil the Wet Bandits.

By Erica Sweeney • Dec. 20, 2018

Behr dips into relaxing ASMR videos of painting process

Soothing sounds of popping open a paint can, swirling the mix and peeling tape off wall edges aim to showcase Behr's color selection and appeal to DIY-ers.

By Erica Sweeney • Dec. 20, 2018

Planters boosts ad awareness, purchase consideration ahead of the holidays, analysis finds

Nearly 40% of consumers said they would consider purchasing the Kraft Heinz brand as of Dec. 15.

By Erica Sweeney • Dec. 19, 2018

Popeyes' 'Emotional Support Chicken' aims to unruffle holiday travelers' feathers

To inject some humor to the holiday travel chaos, meals come in a chicken-shaped box at the Philadelphia International Airport.

By Erica Sweeney • Dec. 19, 2018

Chipotle kicks off college bowl season with 2 fresh campaigns

The company will offer free delivery through Jan. 7 and will have its first float in the Tournament of Roses Parade.

By Alicia Kelso • Dec. 19, 2018

Newell Brands moves global communications business to WPP

The ad holding firm has focused on simplifying how marketers work across the organization, making the Newell win an important endorsement of these efforts.

By Erica Sweeney • Dec. 19, 2018

Comic Dive: Have It Our Way

Burger King's "Whopper Detour" stunt used geoconquesting to troll McDonald's and drive a million app downloads.

By John Hazard and Lisa Burdige • Dec. 19, 2018

Dinosaurs and delis: How Tool of North America crafts epic experiences for Amazon

Two executives at the agency detail how it created innovative activations around "Jurassic World" and "The Marvelous Mrs. Maisel" for the tech giant turned cross-channel marketing platform.

By Chris Kelly • Dec. 18, 2018

Wonderful Halos mandarins partners with 8-year-old YouTube star

Parents can enter their kids to win a play date with the star of ToysReview and receive Wonderful Halos delivered while they're in season.

By Erica Sweeney • Dec. 18, 2018

Kool-Aid Man, rapper Lil Jon debut holiday music video

"All I Really Want for Christmas" is the Kraft Heinz beverage brand's latest move to wow younger consumers.

By Erica Sweeney • Dec. 18, 2018

KFC, Tide, Nike among brands that 'won' Twitter in 2018

U.S. Head of Brand Strategy Ryan Oliver highlights brands that have mastered the social media platform.

By Robert Williams • Dec. 17, 2018

Wendy's shares a syrupy holiday tale on Twitter

Illustrated "'Twas the Night Before Maple Syrup Day" tweets encourage fans to sample the chain's new Maple Bacon Chicken Sandwich.

By Robert Williams • Dec. 17, 2018

Sour Patch Kids wreck gingerbread house in 24-minute Amazon Prime video

The twist on online Yule Log videos is the latest example of brands working with Amazon to create more memorable experiences.

By Erica Sweeney • Dec. 17, 2018

Columbia Pictures promotes film premiere with 360-degree escape rooms

Surviving virtual rooms with themes from the upcoming "Escape Room" enters fans into a contest to win a trip to Los Angeles — and $1 million.

By Erica Sweeney • Dec. 17, 2018

Chevy's global CMO retires amid broader cuts at parent GM

No replacement has been named for Tim Mahoney, who took on the role in 2013 and led initiatives like the brand's "Find New Roads" marketing platform.

By Peter Adams • Dec. 14, 2018

Esurance unrolls 'Surprisingly Painless Gifting' with Dennis Quaid wrapping paper

A limited-edition line of gift wrap, cards, boxes and tags featuring snarky messages and the actor's mug aims to ease stress around the holidays.

By Erica Sweeney • Dec. 14, 2018

Philadelphia's holiday smart bowl snitches on double dippers

The Kraft Heinz brand's novelty "Double Diptector" pairs with a mobile app to warn hosts about the ultimate party foul.

By Robert Williams • Dec. 13, 2018