Deep Dive: Page 5
Industry insights from our journalists
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Permission granted by Peace Out
The business of normalizing taboo topics
From periods and acne to sex toys and toilet plungers, DTC brands are out to disrupt every eyebrow-raising industry under the sun.
Maria Monteros • June 8, 2021 -
Fair use
Celeb-backed agencies are ready for their close-ups
Shaq, Ryan Reynolds, Tony Hawk and Dwayne Johnson are putting their star power behind marketing agencies that are more than just vanity projects.
Aaron Baar • May 24, 2021 -
Retrieved from Taco Bell on August 20, 2020
Yum ramps up transformation with new tech deals. How will they impact marketing?
Broader trends in the QSR category and changing media consumption habits could herald a bigger focus on performance marketing, experts suggest.
Peter Adams • May 12, 2021 -
FilmMagic for YouTube
Digital media's big show loses some glitz just as streaming explodes. Maybe that's not a bad thing
The NewFronts presentations are all-virtual for the second year, but some media buyers don't miss the often hectic in-person event and are excited about innovations in areas like e-commerce.
Peter Adams • May 3, 2021 -
Courtesy of Old Spice
Why brands like Neutrogena and Old Spice are rushing to build internal content studios
While people seek ad-free platforms like streaming services, brands angle to meet the appetite for programming — but they must avoid navel-gazing.
Peter Adams • April 20, 2021 -
Courtesy of Roku
What AVOD's growth means for marketers in search of evolving consumers
As viewer interest in ad-supported video on demand accelerates, marketers are trying to determine how to navigate the channel and avoid new walled gardens.
Chris Kelly • April 13, 2021 -
Fotolia
Brands grow bolder with marketing M&A to fill steep orders on data, e-commerce
An emergence of "asynchronous buyers" like Yum Brands and Walmart speaks to how marketers are asserting more control in the face of an uncertain future.
Peter Adams • March 23, 2021 -
Permission granted by Brinker International
For restaurant chains, marketing virtual brands poses equal challenge and opportunity
Companies including Chili's parent Brinker International have launched off-premise brands to meet evolving diner demands during the pandemic.
Chris Kelly • March 16, 2021 -
Fotolia
Clip or click? How the pandemic has changed the print vs. digital coupon debate
While the demise of paper coupons has been predicted amid a broader shift to digital, the future may not be so straightforward.
Shane Schick • March 15, 2021 -
Photo by Simon Abrams on Unsplash
CMOs reflect on how COVID has reshaped marketing 1 year in — and what they would've done differently
As the U.S. rounds a key milestone, industry leaders dish on switching up strategy during the crisis and getting sick of words like "unprecedented."
Peter Adams, Natalie Black (Koltun) and Chris Kelly • March 8, 2021 -
Courtesy of Lowe's
Brands get back together with experiential marketing in time for Valentine's Day
Dunkin', White Castle and Lowe's are among the brands offering in-person experiences designed to be memorable and safe. But are consumers ready?
Aaron Baar • Feb. 10, 2021 -
Courtesy of Jeep
Super Bowl LV ads highlight marketers' disconnect with reality
Advertisers strained to deliver a message with mass appeal or even to entertain — with a few notable exceptions — on what's supposed to be their biggest night.
Peter Adams, Chris Kelly and Natalie Black (Koltun) • Feb. 8, 2021 -
Courtesy of Chipotle
Super Bowl's status as marketing bellwether diminished as brands play it safe
Some of the biggest announcements so far are advertisers like Budweiser sitting out, but newcomers — particularly brands boosted by the pandemic — are also jumping on the opportunity.
Peter Adams • Jan. 26, 2021 -
8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger
Brands will continue to feel pressure to fill gaps during a patchwork pandemic recovery, while digital channels like streaming and gaming have become enshrined as consumer favorites.
Peter Adams, Chris Kelly and Natalie Black (Koltun) • Jan. 4, 2021 -
John Hazard and Lisa Burdige
Facebook antitrust cases could accelerate power balance shift for social media
A landmark lawsuit filed by the FTC pushes for the tech giant to spin off Instagram and WhatsApp. But cracks were already forming in Facebook's armor, and rivals like TikTok could smell opportunity.
Peter Adams • Dec. 10, 2020 -
eldinhoid via Getty Images
CPG marketers roll the dice on new experiments amid data upheaval
In a quest to get closer to customers through data, brands are asserting their independence from walled gardens by recentering on owned experiences.
Peter Adams • Nov. 23, 2020 -
Photo illustration by Danielle Ternes/Marketing Dive; photograph by fizkes, Nicola Katie and Urfinguss via Getty Images
Is the DTC brand aesthetic bad for business?
Sans serif font and bright colored backgrounds are hallmarks of digitally native brands, but it may not matter if they all look the same.
Cara Salpini • Nov. 16, 2020 -
Kendall Davis/Industry Dive/Marketing Dive, data from Marc Nozell
How a Joe Biden presidency could impact brand marketing
Historically risk-averse marketers embraced causes from immigration to environmentalism under President Donald Trump. Lingering division means the industry shift will be less radical this go-around.
Peter Adams • Nov. 9, 2020 -
Courtesy of Tecate
2020's bevy of brand refreshes reflect new marketing mandates
The pandemic, Black Lives Matter movement and other factors have marketers rethinking logos, packaging and visual ways their identity is presented.
Shane Schick • Oct. 26, 2020 -
Can retailers reinvent holiday cheer in a pandemic?
Mall Santas, tree lighting, Macy's Thanksgiving Day parade — retailers have to rethink every cornerstone of the holiday season, without losing the joy.
Cara Salpini • Oct. 26, 2020 -
Permission granted by Quibi
Quibi calls it quits: Key takeaways from a lesson in how not to build a streaming brand
While the app became a punching bag well before announcing plans to shutter, the news is still likely to disappoint marketers hungry for an ad-supported premium mobile video platform.
Peter Adams • Oct. 22, 2020 -
Courtesy of TikTok
TikTok's marketing spreads a feel-good message. Could it make a difference for the app's future?
Amid the Trump administration's continued aggression, the platform is making a case for saving its business without directly addressing its political woes.
Peter Adams • Oct. 16, 2020 -
Permission granted by Ferrero
Pandemic forces Halloween candy makers to get creative to protect $5B in sales
Mars Wrigley, Hershey and Ferrero, which prepare years in advance for the holiday, have quickly altered their strategies on packaging, selling and marketing their sweets.
Christopher Doering • Oct. 12, 2020 -
Courtesy of TikTok
How TikTok's uncertain future and COVID-19 are transforming influencer marketing
As the TikTok shakeup continues, competitors are wooing influencers and becoming more accessible with new video tools while content evolves to be more frank.
Natalie Black (Koltun) • Sept. 21, 2020 -
Retrieved from TikTok on August 14, 2020
How Oracle's TikTok deal could shake up social media
The enterprise technology firm does not have an established stake in the space, which might help the video-sharing app retain outsider status while opening new capabilities in areas like search.
Peter Adams • Sept. 15, 2020
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