Deep Dive: Page 6
Industry insights from our journalists
-
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 -
John Hazard/Marketing Dive
Brands recalibrate to community-building during quarantine
Social distancing mandates upended in-person activations, leading brands like Chipotle to get creative with cultivating connections online. But can they sustain momentum once the pandemic subsides?
Natalie Black (Koltun) • April 6, 2020 -
How will coronavirus pressures shape the agency in-housing debate?
The in-house model's focus on cost and efficiency may be appealing in a tough economy, but existing problems with the approach may be amplified.
Peter Adams • March 30, 2020 -
What coronavirus means for sports marketing
The Olympics have been postponed. Major leagues are suspending their seasons. How can brands pivot and still reach fans?
Shane Schick • March 26, 2020 -
Why brands are doubling down on hip-hop talent
Marketers are more deeply integrating rappers into campaigns to target wider audiences, providing a way forward after the current pandemic subsides.
Chris Kelly • March 23, 2020 -
CDC/Hannah A Bullock; Azaibi Tamin. (2019). "covid-19 coronavirus microscopic image with blue colored viral particles". Retrieved from https://www.cdc.gov/media/subtopic/images.htm.
How brands are taking extra precaution to avoid coronavirus insensitivities
Campaigns are getting dropped for fear of associating with the virus, but an overreaction also has its downsides.
Peter Adams • March 16, 2020 -
Courtesy of Sephora
Will loyalty programs gain renewed value in a cookie-less era?
Brands from Sephora to Red Lobster are revisiting their rewards strategies amid tighter ad-targeting restrictions and greater demands for data privacy.
Shane Schick • March 4, 2020 -
Why marketers must evolve their outlook on gender — or lose out
From consumer campaigns to product design, the adoption of less narrow, binary definitions of gender could be critical to growth and winning over audiences like Gen Z.
Peter Adams • Feb. 24, 2020
Previous
