Deep Dive: Page 4
Industry insights from our journalists
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Christopher doering/Marketing Dive
Once an afterthought, brand licensing reaps billions for CPGs hungry for growth
Hershey, Conagra and Post are a few companies using the strategy to expand their business, build equity and keep products relevant.
Christopher Doering • Feb. 22, 2022 -
Courtesy of Virtual Brand Group
Should more retailers be on Roblox?
The platform is used by millions of tweens daily, and ignoring it may cost brands loyalty, revenue and a future audience.
Kaarin Moore • Feb. 17, 2022 -
Courtesy of Rocket Mortgage
Super Bowl LVI ads stick to old scripts as digital innovations prove divisive
Celebrities and nostalgia tactics only succeeded when in line with brand identity, while marketers mostly missed an opportunity around purpose.
Peter Adams and Chris Kelly • Feb. 14, 2022 -
Retrieved from BMW on February 09, 2022
'We're back': Humor, optimism make a big return in Super Bowl LVI ads
Celeb-studded campaigns and newcomer categories like cryptocurrency represent an eye on a future less bogged down by today's doom-and-gloom.
Peter Adams • Feb. 10, 2022 -
Retrieved from Unsplash on July 22, 2021
How media conglomerates are plotting the future of measurement and identity
NBCUniversal's moves in advance of the Olympics and the Super Bowl hint at what's to come at the upfronts and beyond.
Chris Kelly • Feb. 8, 2022 -
Thomas Lohnes / Stringer via Getty Images
The path forward for fashion's sustainable future may be affordability
Sustainability sells, but how can retailers market around the trendy topic when eco-friendly products are often inaccessible to the average consumer?
Natalie Black (Koltun) • Feb. 1, 2022 -
What's next for advertisers as Google changes course again on cookie alternatives
Google has replaced its embattled FLoC proposal, complicating the data privacy landscape as the countdown to a cookieless future continues.
Chris Kelly • Jan. 28, 2022 -
oatawa via Getty Images
Can retailers grab more CPG ad dollars without repeating digital media’s mistakes?
While firmly in a boom time — U.S. spending on retail media doubled between 2020-21 — the category contends with saturation and bumpy transitions.
Peter Adams • Jan. 25, 2022 -
Courtesy of DoorDash
Can restaurant marketers get digital right while facing panoply of pressures?
Amid labor, supply chain and inflationary issues, 2022 will be a year of increased pressure to deliver on fronts that span media, ordering and loyalty.
Chris Kelly • Jan. 18, 2022 -
Dia Dipasupil via Getty Images
Looking ahead: 9 trends that will steer marketing in 2022
Marketers face a steep road this year juggling emergent tech and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers.
Peter Adams, Chris Kelly and Natalie Black (Koltun) • Jan. 11, 2022 -
Retrieved from Ford on December 22, 2021
The road ahead: How legacy auto brands will level the EV playing field in 2022
After setting the stage with lofty product announcements, carmakers will focus on value, range and brand heritage to close the gap with disrupters like Tesla.
Peter Adams • Jan. 4, 2022 -
Courtesy of Popeyes
9 campaigns that struck a chord in 2021
Despite the year's unfulfilled promises, efforts by the likes of Coke, Burger King and Tide delivered boldness and resonated with consumers.
Peter Adams, Chris Kelly, Natalie Black (Koltun) and Asa Hiken • Dec. 7, 2021 -
Courtesy of Together Labs
Why the metaverse could be a breakthrough in privacy-compliant digital marketing
Through cookie alternatives and lessons learned from past digital marketing efforts, brands can hit reset on privacy in the metaverse.
Asa Hiken • Nov. 30, 2021 -
Retrieved from Target on November 23, 2021
How brands are turning inclusive holiday campaigns into more than 'inspiration porn'
Target and Starbucks lead the way for marketers trying to authentically embrace diversity and inclusion during a busy yet reflective season.
Chris Kelly • Nov. 23, 2021 -
Permission granted by McDonald's
How intense interest in NFTs and other collectibles is shaping marketing
Consumer appetites for NFTs remain niche, but the format could serve as an important experiment if the metaverse ever takes off.
Peter Adams • Nov. 16, 2021 -
Courtesy of Nike
These traditional brands are shifting to a DTC model. Here's how.
Athletics retailers are in some ways leading this shift, but brands across the industry are doubling down on the model to grow margins.
Cara Salpini • Nov. 11, 2021 -
Courtesy of Hyundai
How Disney balances entertainment and ad sales in the streaming age
The company is positioning itself to take advantage of changing consumer behavior as streaming and digital advertising expand.
Chris Kelly • Nov. 9, 2021 -
Courtesy of Bombay Sapphire
Spirit brands concoct multisensory shindigs for next-gen experiential marketing
Bombay Sapphire, Johnnie Walker and Grey Goose are some of the marketers using the tactic to explore innovation in ways that are specific to their products.
Asa Hiken • Nov. 2, 2021 -
Retrieved from Unsplash on July 22, 2021
CTV 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.
Chris Kelly • Oct. 27, 2021 -
Permission granted by Advertising Week
At 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.
Peter Adams • Oct. 26, 2021 -
CentralITAlliance via Getty Images
How 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.
Natalie Black (Koltun) • Oct. 19, 2021 -
Megan Rapinoe appeared in an ad Subway uploaded to YouTube on July 21, 2021.
Can QSRs meet marketing's new imperatives without alienating franchisees?
National brand building is often in conflict with the needs of local operators — a dichotomy that has only become more apparent in the past 18 months.
Chris Kelly • Oct. 12, 2021 -
Permission granted by Jif
CPG brands ditch domestic tropes for culture-led marketing. Will it pay off?
Marketers face pressure to address a history of propping up gender roles that were woven into the cultural fabric by agencies in the "Mad Men" era.
Peter Adams • Oct. 5, 2021 -
Ocean Spray released a video as part of its Cranberry Chef Collective campaign. The image was retrieved from its video on Sept. 27, 2021.
For influencer marketing to drive sales, trust must translate to real strategies
As the holiday shopping season approaches, boosting confidence in the space could push it toward lower-funnel productivity.
Asa Hiken • Sept. 28, 2021 -
As NFL kicks off 2nd pandemic season, sports marketers exercise cautious optimism
Even as concerns persist around the delta variant, brands feel more confident about their strategies, including the return of experiential tactics and expansion into sports betting.
Peter Adams • Sept. 15, 2021
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