The Latest
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Lexus marks 25 years of ‘December to Remember’ with nostalgic ads
Two new commercials under the brand’s long-running holiday campaign see it continuing to focus on striking a balance between product and emotion.
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Knorr targets zillennials in campaign celebrating holiday cooking blunders
“#EffortisEverything” includes tie-ups with everyday individuals to showcase images of their cooking fails across social media and out-of-home ads.
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Pop-Tarts will send another edible mascot to ‘mouth heaven’ at bowl game
The Kellanova brand is ramping up the intrigue around the return of a stunt that went viral on social media last December.
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Viant seeks CTV edge with IRIS.TV acquisition
IRIS.TV uses an artificial intelligence-enhanced proprietary video content identifier that provides contextual and brand-suitability data to advertisers.
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Pepsi swaps out burger chain soda orders in brand’s latest video stunt
“Undercover Cups” social content shows reps going into McDonald’s, Burger King and Wendy’s to replace soft drink orders with Pepsi.
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Column
Campaign Trail: Totino’s spaces out with ‘I Think You Should Leave’ crew
The General Mills brand and Dentsu Creative — with the help of an animatronic alien — took an entertainment-first approach to deliver a value message.
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MediaSense acquires R3 to expand global footprint, service capabilities
The U.K.-based media advisor, which recently aided reviews for Amazon and Unilever, acquired a marketing unit from PwC earlier this year.
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Why Tide is shifting to social-first marketing for its latest NFL blitz
The Woven Collaborative, a unit comprised of various agencies and Tide’s internal creative team, is behind the brand’s most content-rich NFL effort yet.
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McDonald’s holiday cups entertain with Doodles content, digital collectibles
A collaboration with a Web3-fueled entertainment brand includes a “pack ripping” experience on the chain’s app, a merch drop, new song and more.
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Target debuts ‘weirdly hot’ Santa for second holiday advertising push
The retailer is running two distinct holiday campaigns for the first time to appeal to consumers who view the season as too transactional.
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Deep Dive
‘Merry and bright’: How marketers are evolving for ambitious holiday shoppers
Amid record spending intentions by shoppers, holiday marketing campaigns reflect more diverse media mixes and experiments with artificial intelligence.
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Kroger plans Shop the Scene experience on Hulu for holiday campaign
Central to the effort is a 60-second spot, “The Case of the Disappearing Food,” that details how the act of sharing food can ignite the holiday spirit.
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How Sprite remixed ‘The Night Before Christmas’ for its holiday campaign
The brand’s first new holiday campaign in three years promotes a popular seasonal flavor by turning NBA star Anthony Edwards into “Anta Claus.”
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Nordstrom leverages generative AI for holiday app refresh
Among the new app features are trend reports, which blend the expertise of Nordstrom stylists with artificial intelligence to deliver relevant trends.
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Foot Locker celebrates sneaker culture in star-studded holiday campaign
NBA players Anthony Edwards and LaMelo Ball and musician Coi Leray are featured in ads that will air across paid media, in-store, social and more.
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Purina races onto Roblox with game focused on virtual pets
The Nestlé-owned brand wants to be an early pet-care mover on a platform that is increasingly key to reaching Gen Z and Gen Alpha.
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Keurig Dr Pepper taps new CMO to accelerate digital-first marketing
Drew Panayiotou, most recently of Pfizer, is tasked with embracing new technology and keeping up momentum for brands like Dr Pepper.
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REI taps former Sephora, Williams-Sonoma exec for chief marketer
Abigail Jacobs will oversee all marketing functions at the outdoor retailer, which has struggled to return to profitability in recent years.
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Netflix helps brands deepen NFL integrations with new ad partnerships
The streaming platform, which now boasts 70 million global ad-tier users, also collaborated with Kia in Korea around the upcoming season of “Squid Game.”
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Wesson recasts gender roles in Thanksgiving campaign
The effort comes two years after the 125-year-old brand underwent a refresh and jump-started its marketing strategy.
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Heineken USA names new CMO focused on brand building
Alison Payne, who succeeds longtime marketer Jonnie Cahill, previously revamped brands like Dos Equis and oversaw global beer offerings.
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DoorDash puts fresh spin on family meals for Hispanic Gen Zers
The delivery platform’s first work from Gut Miami puts a refreshing spin on the common childhood occurrence of being told there’s food at home.
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Column
Sociable: How will Trump’s second term impact social media companies?
A look at what Trump said about social media platforms during the campaign.
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TV advertising drives brand results: Here’s what the numbers say
A review of first-time TV advertisers indicates the channel supports mid-funnel activity like consideration.
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Trade Desk’s strong Q3 underscores key strengths as digital marketing evolves
The advertising platform has posted a 20% revenue gain for 11 straight quarters.