Update your strategy to woo today's new class of affluent millennials

Despite their youth and sizable paychecks, the cohort is a more challenging target than its Gen X and boomer counterparts, forcing marketers to use nuanced and counterintuitive approaches, writes Gartner's Tim Barlow.

By Tim Barlow • Oct. 17, 2019

Accenture: More consumers willing to share data when there's transparency

However, more than 75% of consumers said they are uncomfortable with data collection through microphones or voice assistants.

By Robert Williams • Oct. 17, 2019

Explore the Trendline➔

Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

Starbucks outspends pumpkin spice competitors in advertising, adds print to mix

The chain got a jump start on the popular fall flavor trend in August, bringing back its themed drinks and supporting ads.

By Dianna Christe and Chantal Tode • Oct. 16, 2019

Nike's TraceMe acquisition signals bigger digital media ambitions

The startup offers a predication-based platform called Tally, but a source told TechCrunch Nike was more drawn to its tech and talent. 

By Barry Levine • Oct. 15, 2019

How to meet your target market under the media mistletoe

Don't let your marketing messaging get muffled by the competition’s jingling bells. Adjust your brand's content marketing strategy accordingly to make sure your holiday marketing season is merry⁠—and profitable.

By Brooke Pianalto, Product Marketing Coordinator, Inmar • Oct. 14, 2019

A 'painful situation': Publicis' dire Q3 results accentuate sluggish transformation

Releasing earnings early, the company forecast full-year organic revenue growth will drop 2.5%. Investors appear to be growing flustered.

By Peter Adams • Oct. 11, 2019

Retailers spent 6% less on holiday ads in 2018, Kantar finds

Though retailers overall are cutting advertising budgets, digital and social media saw the greatest growth last year.

By Tatiana Walk-Morris • Oct. 11, 2019

White Claw hard seltzer cut media spending 30% as brand's popularity surged, study says

Across the "malternative" category, ad spending jumped 21% as several big brands vied for a share of exploding sales.

By Robert Williams • Oct. 10, 2019

YouTube trumps Netflix as most popular video channel for teens, Piper Jaffray says

For teens, spending is down while worries about the economy are up — a warning sign for retailers as the holiday shopping period approaches.

By Dianna Christe • Oct. 9, 2019

Sorrell's S4 acquires Silicon Valley's largest indie agency

Firewood, which is merging with MediaMonks, focuses on an embedded approach to marketing services and has clients including Facebook, Google and LinkedIn.

By Peter Adams • Oct. 8, 2019

IPG launches martech platform Kinesso to marry Acxiom data with ad campaigns

The move could help IPG agencies better integrate technology and data-driven insights with media and creative.

By Robert Williams • Oct. 8, 2019

Study: Social media overtakes print for 1st time in global ad spending

Advertisers will boost their spending on social platforms 20% to hit $84 billion this year, Zenith forecasts.

By Robert Williams • Oct. 8, 2019

Nike dominated culturally impactful video ads in Q3

Half of the ads on Ace Metrix's ranking tied in an athletic narrative, even when the brand was not endemic to sports.

By Peter Adams • Oct. 7, 2019

Amazon, Disney spat over CTV ad revenue signals shifting power dynamics in media buying

Marketers may actually benefit from the increasingly fragmented channel, which last year surpassed $8 billion in ad spending.

By Peter Adams • Oct. 4, 2019

PepsiCo's 12% increase in ad spending fuels sales growth

The food and beverage giant said net sales rose 4.3% to $17.2 billion in Q3 while its profit narrowed.

By Robert Williams • Oct. 4, 2019

CTV generates twice as many video ad impressions as mobile, study says

Video ad impressions on connected TVs grew to 50% of the total in Q2 from 31% a year earlier.

By Robert Williams • Oct. 3, 2019

MediaMath corrals agencies, publishers and ad tech for 'transparent' media supply chain

Rubicon Project, Havas Media, IBM Watson and others have partnered to create a fully accountable alternative to Google and Facebook.

By Dianna Christe and Chantal Tode • Oct. 2, 2019

Study: Diversity in ads correlates to gains in revenue, brand perception

Those with the highest diversity scores showed an 83% higher consumer preference, according to Deloitte-owned agency Heat.

By Robert Williams • Oct. 2, 2019

Marketers expect budget increases in 2020 despite warning signs, Gartner says

A new survey indicates the confidence could be misplaced, as budgets this year dropped below 11% of company revenue for the first time since 2014.

By Peter Adams • Oct. 1, 2019

General Mills CMO predicts 'amorphous' agencies in the future

Ivan Pollard, who received flak in May for General Mills' RFP process, offered predictions around the gig economy and automation.

By Peter Adams • Sept. 27, 2019

Kantar: Award-winning ads are becoming less effective at brand building

Ads that won recognition at Cannes Lions this year were found to be only half as effective at long-term brand building than winners from five years ago.

By Barry Levine • Sept. 26, 2019

AMA: Marketers face growing 'techlash' among consumers

Marketers are showing a "digital disconnect" from consumers by not taking their concerns about technology seriously enough.

By Robert Williams • Sept. 25, 2019

How mobile helps Hershey manage impulse purchases

Ahead of peak candy-buying season, executives shared how mobile can bring together media, distribution and customer insights.

By Natalie Black (Koltun) • Sept. 24, 2019

Forrester: Agencies' data platforms capture significant ad spend but face challenges

To meet CMOs' need for data-driven performance, agency holding groups have invested more than $12 billion in technology and databases since 2014.

By Robert Williams • Sept. 24, 2019

'Avengers' memes and cheese bunkers: Inside 1 of Kellogg's most successful launches

CMO of North America Gail Horwood dished on the premarket research and real-time response that turned Cheez-It Snap'd into a fan favorite.

By Peter Adams • Sept. 24, 2019