Creative: Page 135
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Opinion
Stopping influencer fraud: Who, what and where to look for signs of trouble
More than 11% of engagement on influencer-sponsored posts on Instagram last year were from fraudulent accounts. Captiv8's Krishna Subramanian lays out tips for detecting red flags and ensuring brands get what they paid for.
By Krishna Subramanian • Aug. 6, 2018 -
Athleta bucks 'girls in sports' stereotypes with back-to-school push
The brand aims to boost girls' confidence and promote sports leadership in its first campaign targeting young teenagers.
By Natalie Black (Koltun) • Aug. 6, 2018 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
IHOP's burger sales jumped 4x following controversial name-change stunt
Company officials also claim "IHOb" led to 36 billion earned media impressions and helped the brand reach more than 4 billion people via social media.
By Erica Sweeney • Aug. 6, 2018 -
Jell-O teams with DreamworksTV on animated series for YouTube, Amazon Prime Video
"The Jell-O Wobz" encourages self-esteem and imagination while promoting the marketer's line of edible toys.
By Erica Sweeney • Aug. 3, 2018 -
Ikea refreshes marketing with experiential, digital push and fewer print catalogs
Pop-ups in New York City and Chicago, along with a giant digital catalog in larger urban areas, celebrate the Swedish retailer's 75th anniversary.
By Erica Sweeney • Aug. 3, 2018 -
Column
Campaign Trail: SunnyD shakes things up; Van Heusen grapples with UFC; funeral ads get banned
A sugary beverage maker looks to win back teen tastes, a fashion label suits up fighters and a funeral price comparison site goes head-to-head with the Transport of London in this week's picks.
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • Aug. 3, 2018 -
Unilever's Knorr to deliver free meal starter kits in NYC for Farmers Market Week
The brand is also hosting a pop-up farm stand with cooking demonstrations, tastings and giveaways.
By Erica Sweeney • Aug. 2, 2018 -
The North Face debuts mile-high pop-up showroom in Italian Alps
The experience, which is only reachable by foot, launches the brand's Pinnacle Project and showcases jackets and backpacks worn by its athlete ambassadors.
By Erica Sweeney • Aug. 2, 2018 -
Q&A
Hearst's head of influencers on finding the right fit and why women dominate the industry
Brittany Hennessy, the company's first director of influencer strategy, discussed casting talent for Elle, Esquire and Cosmopolitan and what it's like being at the forefront of a burgeoning field.
By Natalie Black (Koltun) • Aug. 2, 2018 -
Can Papa John's rehabilitate its brand with Endeavor as AOR?
CMO Bozoma Saint John, who joined Endeavor earlier this summer after a stint with Uber, helped lead the final pitch for the pizza maker's account and said the agency aims to provide "cultural help."
By Peter Adams , Erica Sweeney • Aug. 2, 2018 -
P&G increased working media spend by 4% in recent quarter
While the company has been reducing its media supply chain costs, including through agency cutbacks, it continues to support its brands.
By Erica Sweeney • Aug. 1, 2018 -
Nestlé names new CMO for North American water portfolio
Yumi Clevenger-Lee's background in product innovation and launches could help the marketer stay competitive in a quickly moving category.
By Erica Sweeney • Aug. 1, 2018 -
NBA taps MGM Resorts as first official gambling partner
The two will create content integrations across the NBA's platforms, and MGM will promote the league on its land-based and digital sports betting offerings.
By Erica Sweeney • Aug. 1, 2018 -
Teens share their dreams in Best Buys' new campaign supporting tech centers initiative
The effort includes videos of teenagers who have attended the retailer's year-round program that teaches tech skills to youth in underserved areas.
By Erica Sweeney • Aug. 1, 2018 -
Under Armour feels more marketing churn as VP of global brand management departs
Adrienne Lofton led the brand's latest and largest-ever campaign in terms of global reach and investment, which featured Dwayne "The Rock" Johnson.
By Erica Sweeney • July 31, 2018 -
McDonald's debuts burger-backed MacCoin for the Big Mac's 50th anniversary
More than 6.2 million tokens of the global currency will be available in five different designs that each represent a decade in the burger's existence.
By Erica Sweeney • July 31, 2018 -
Deep Dive
How Big Food drives impulse buys online
Whether it's via Instagram, a manufacturer's direct-to-consumer site or a click-and-collect grocery platform, legacy snack and candy brands are fighting to spark last-minute purchases.
By Emma Liem Beckett • July 30, 2018 -
Analysis: Lamborghini, Toyota, BMW lead auto brands in online, offline chatter
Brand narratives featuring trendier digital elements or cause marketing helped bolster some of the stronger performers.
By Erica Sweeney • July 30, 2018 -
Deep Dive
What media agency woes say about marketers' shifting priorities
Analysts speculate 2018 could mirror the notorious "Mediapalooza" that rattled the ad world several years ago and put an estimated $26 billion in spending up for grabs. But there could be key differences this time.
By Peter Adams • July 30, 2018 -
Opinion
How the music industry can set the tempo for brand experiences
Brands can find inspiration in the direction the music industry has taken in creating memorable omnichannel experiences that keep the rhythm of retail going, writes SET strategist Stefan Tauber.
By Stefan Tauber • July 30, 2018 -
American Eagle shows off the dance moves of real customers in fall campaign
As part of the effort, the brand also partnered with Universal Music Group and Brands for a content series spotlighting emerging music artists.
By Erica Sweeney • July 27, 2018 -
Burger King debuts higher-priced 'Chick Fries' to illustrate the Pink Tax
Videos capture women customers' frustrated reactions to being charged more for the same menu item, mirroring an effort the brand ran around net neutrality.
By Erica Sweeney • July 27, 2018 -
Restructuring and layoffs hit Publicis following P&G's production cuts, Adweek reports
Several executives, including Publicis New York's head of production and an executive producer, were reportedly laid off as part of the move.
By Erica Sweeney • July 26, 2018 -
Why trolling IHOP isn't the same as snacking on Papa John's woes
Amid a trend in "clapping back" to brand missteps and stunts, competitors must test the water's temperature before jumping in the social media pool.
By Chris Kelly • July 26, 2018 -
85% of creatives believe AI will have the largest impact among emerging tech
However, a survey by Wrike found just 45% of creatives are embracing automation in their day-to-day workflows.
By Erica Sweeney • July 26, 2018
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