How JCPenney’s new brand positioning is subverting consumer expectations

“Anonymous Ads” was created and executed by new appointments Mischief and VaynerMedia, and helps the brand address a “sea of sameness” in retail.

By Chris Kelly • April 10, 2025

Subway hires CMO from PepsiCo beverages to lead global marketing

Greg Lyons, who left the Pepsi owner late last month, will join Subway as it shifts its creative account to Publicis Groupe’s Leo New York.

By Peter Adams • April 9, 2025

How CMOs can stay reactive as Trump tariff chaos threatens budgets

Industry decision-makers must embrace a willingness to scrap some of their plans and reassess what makes commercial sense, analysts say.

By Peter Adams • April 4, 2025

Marketers are moving at the speed of culture — but can they define it?

Culture has become a central part of brand strategy for companies like Diageo even as definitions remain fuzzy, executives said at an event on April 2.

By Peter Adams • April 3, 2025

Why Olaplex is leading with emotion for its latest refresh, campaign

CMO Katie Gohman explains how talent like “Bridgerton” star Nicola Coughlan is key to connecting with both salon pros and everyday consumers.

By Jessica Deyo • April 2, 2025

PepsiCo names new US beverages CMO amid soda category disruption

Mark Kirkham, a 14-year company veteran, is taking over the role long held by Greg Lyons as PepsiCo ramps up a focus on better-for-you offerings.

By Peter Adams • March 31, 2025

Danone’s CMO on adapting advertising as GLP-1 upends the food industry

Linda Bethea details how the marketer of brands including Oikos and Silk is approaching artificial intelligence and emerging channels like Pinterest.

By Chris Kelly • March 31, 2025

Why California Pizza Kitchen faked a midlife crisis with a rebrand stunt

CMO Dawn Keller explains why a social-first approach is required for a brand that doesn’t have a massive advertising budget.

By Chris Kelly • March 27, 2025

How CMOs can get out of ‘no man’s land’ and on the same page as CEOs

Boathouse CEO John Connors examines the agency’s fourth annual study of the CEO’s perspective on marketing and the role of the CMO.

By Chris Kelly • March 24, 2025

Inside Puma’s new brand positioning and largest global campaign to date

The sportswear company will increase marketing investments by 40% in support of a campaign, “Go Wild,” that was created by Adam&eveDDB.

By Chris Kelly • March 20, 2025

DraftKings sings along to ‘The Gambler’ in responsible gaming push

The gambling company’s multimillion-dollar effort pairs a Kenny Rogers classic with branding support from the NFL, NBA and the PGA Tour.

By Chris Kelly • March 14, 2025

How the National Women’s Soccer League embraces its challenger brand DNA

A Gen Z-centered content partnership with Overtime speaks to how sports content and social media are becoming a potent pairing for marketers.

By Chris Kelly • March 14, 2025

Morgan Stanley’s CMO on bringing brand purpose to life through sports

The exec details a deal with basketball league Unrivaled and shares lessons learned from the brand’s 10 years at the PGA’s Players Championship.

By Chris Kelly • March 13, 2025

Marketing leaders share how consumer backlash strengthened their brands

Speaking at a Female Quotient event during SXSW, Jaguar Land Rover’s U.S. CMO discussed navigating the response to a recent rebrand.

By Peter Adams • March 13, 2025

CMO role paves path to bigger leadership appointments: Spencer Stuart

Nearly two-thirds of CMOs who left their jobs were either promoted internally or moved onto a similar or higher role at a different brand.

By Peter Adams • March 12, 2025

How State Farm pivoted its Super Bowl ad to March Madness and beyond

The insurer and agency Highdive developed a Batman-powered campaign that was originally meant to kick off during the big game.

By Chris Kelly • March 11, 2025

Rare Beauty CMO on winning Gen Z through community-oriented marketing

The brand spent years building up its social media fandom before launching a major ad campaign, CMO Katie Welch said at SXSW.

By Peter Adams • March 11, 2025

How DSW’s CMO is overhauling the brand for a new age of retail

Sarah Crockett detailed her approach to rehabilitating the brand during a keynote presentation at the eTail Palm Springs conference.

By Chris Kelly • Feb. 28, 2025

Ulta taps company vet for chief marketer role

Company veteran Kelly Mahoney will lead the beauty retailer’s brand marketing strategy, innovation, customer engagement and growth.

By Cara Salpini • Feb. 27, 2025

How Powerade’s March Madness campaign takes aim at Gatorade

CMO Tom Gargiulo explains how “It Takes More To Get This Far” seeks to build on the Coca-Cola brand’s recent momentum.

By Chris Kelly • Feb. 25, 2025

27% of CMOs remain reluctant to adopt generative AI: Gartner

A similar share of those surveyed see little to no benefit from the technology when it comes to cost reduction, customer service and scalability.

By Peter Adams • Feb. 19, 2025

Welch’s CMO on shaking off staid marketing, embracing experiential

Scott Utke, who says Welch’s previously underspent on marketing, has led an ambitious rebrand and is in the midst of retooling its agency roster. 

By Peter Adams • Feb. 12, 2025

Inside the marketing industry trends to follow in 2025

During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.

By Marketing Dive staff • Jan. 31, 2025

Why MLS is kicking off a brand campaign around the Super Bowl

CMO Radhika Duggal detailed the strategy behind the league’s “Game On” effort starring rapper Doechii that will premiere before the big game.

By Chris Kelly • Jan. 30, 2025

McDonald’s chief marketer steps down, company veteran steps into role

Tariq Hassan will stay on to support the transition as Alyssa Buetikofer, CMO for the brand in Canada, returns to the U.S. business on Feb. 15.

By Chris Kelly • Jan. 28, 2025