Deep Dive: Page 6
Industry insights from our journalists
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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 -
Sports marketing is no longer the safe bet, but bolder brands could win out
NFL season kickoff might serve as a litmus test for how the space realigns as it grapples with the dual forces of a pandemic and widespread civil unrest.
Peter Adams • Sept. 10, 2020 -
Big CPGs struggle to gain market share during COVID-19 despite sales boost
IRI data shows while large manufacturers grabbed shelf space at the height of the pandemic, upstarts are taking advantage of out-of-stocks and demand for variety to win it back.
Christopher Doering • Aug. 31, 2020 -
Microsoft
Microsoft's bid to buy TikTok: A 'head-scratcher' or surprisingly sensible?
Some analysts think an acquisition would make a poor match. But areas of Microsoft's business, like LinkedIn, key into potentially overlooked synergies.
Peter Adams • Aug. 11, 2020 -
Permission granted by Cheetah
Grocery apps get smart during the pandemic
Adoption has skyrocketed in recent months, and now retailers are considering how to update mobile platforms that have become a critical part of the store experience.
Jessica Dumont • Aug. 3, 2020 -
Retrieved from JanSport on July 09, 2020
Back-to-school marketing is more somber under COVID-19, but carries silver linings
Ads addressing activism, mental health and remote learning arrive in place of typically sunny seasonal fare, but they might resonate more with grounded Gen Z teens.
Peter Adams • July 27, 2020 -
Doritos
9 campaigns that show how mobile marketers pivoted in the pandemic during H1
The year's best campaigns so far came in the wake of the pandemic's changes to the landscape, as marketers rushed to meet consumers in digital channels.
Chris Kelly, Chantal Tode and Peter Adams • July 13, 2020 -
Retrieved from Procter & Gamble on June 11, 2020
9 pivotal campaigns that show how marketing transformed in H1
Rocked by disruption, marketers were pressed to address both a pandemic and racial injustice amid slashed budgets. Some efforts stood out with fresh creative, a hopeful tone or tangible action.
Peter Adams, Chris Kelly and Chantal Tode • July 13, 2020 -
Marketers' Facebook boycotts are just the 1st step toward change
Ambitious pledges from companies like Unilever have the opportunity to spur real changes at Facebook and elsewhere. Stopping paid advertising is only one part of the solution, analysts said.
Peter Adams • June 30, 2020 -
Some CPG brands face no easy way forward amid historic reckoning with race
Remaking Aunt Jemima or Uncle Ben, where the characters are baked into brand identity, will require heavy investments. A pandemic-related windfall could help.
Peter Adams • June 24, 2020 -
Mossholder, Tim. (2019). "The Image". Retrieved from Unsplash.
3 months in, how COVID-19 has permanently changed marketing
CMOs are already applying some hard lessons learned in the pandemic's early days to other crises, such as the current protest movement — but some of their confidence might be misplaced.
Peter Adams • June 15, 2020 -
John Hazard and Lisa Burdige
Is Facebook using the pandemic to shore up its influence?
The social giant stirred controversy in acquiring the popular image-sharing platform Giphy last month, but marketers shouldn't be surprised by further consolidation in the broader tech landscape.
Peter Adams • June 3, 2020 -
Coronavirus brings thorny issue of worker treatment to the marketing fore
Consumers are putting more value on brands that treat their employees well during the pandemic, but the crisis has sharply amplified labor tensions.
Peter Adams • May 20, 2020 -
John Hazard and Lisa Burdige
Why QSRs must move past competitive sparring in the COVID-19 era
After years of hijacking each other's campaigns and snarky social media posts, marketers in the category will need to find new tones and tactics as coronavirus upends their business model.
Chris Kelly • May 18, 2020 -
Where does TikTok go from here?
Amid soaring downloads, and brands and influencers flocking to capitalize on the growth, TikTok's evolution is being shaped by changing media habits during the pandemic.
Natalie Black (Koltun) • May 18, 2020 -
Why sustainability could be more crucial — and difficult — for brands in the COVID-19 era
Calls for public good are on the rise amid the pandemic, which has dispelled myths around cost and created higher expectations for ethical practices.
Peter Adams • May 12, 2020 -
Are CMOs failing brands or are brands failing CMOs?
A pandemic has made the role of the chief marketing officer even more complex, but the position has been under attack for years.
Cara Salpini • May 5, 2020 -
Marketing M&A stalls as pandemic disrupts deal-making
While a rebound in H2 is possible, deals have mostly come to a halt except for ad tech, location data and potential bargain buys.
Robert Williams • April 21, 2020 -
Why CPG marketers can't afford to go dark despite coronavirus risks
Sales for the category remain strong, but marketers must rethink their strategies now to sustain momentum through a recession and adjust to altered shopper habits.
Peter Adams • April 14, 2020
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