63% of consumers prefer to purchase from purpose-driven brands, study finds

The concept continues to resonate with marketers as well, with trade body the ANA this week naming "Brand Purpose" as its marketing word of the year.

By Peter Adams , Erica Sweeney • Dec. 6, 2018

Accenture among 3 finalists bidding to acquire MDC Partners, Adweek reports

The struggling agency network owns more than 50 shops globally, including 72andSunny and Crispin Porter + Bogusky.

By Peter Adams • Dec. 5, 2018

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

Sony lets fans create personalized music using biometrics at new pop-up

Visitors to the "Lost in Music" installation can record a unique, downloadable track using their own movements, heartbeat, vocals and other elements.

By Erica Sweeney • Dec. 5, 2018

Foot Locker, Nike kick it with hometown rappers, athletes to honor sneaker culture

The "Home & Away" collection touts Houston, Atlanta and Miami via exclusive digital content on social media.

By Erica Sweeney • Dec. 5, 2018

Burger King trolls McDonald's with geolocation stunt

Customers near a McDonald's location can order a Whopper for a penny by downloading Burger King's revamped app.

By Robert Williams • Dec. 5, 2018

Amazon resurrects NYC's famous Carnegie Deli to promote return of 'Mrs. Maisel'

The pop-up is in a different location from the original but is otherwise intended to be a replica, featuring period-accurate décor, pricing and menu offerings. 

By Erica Sweeney • Dec. 5, 2018

Banned Iceland ad soars while John Lewis' Christmas push receives cool reception

Kantar Millward Brown found that simplicity performed better with consumers than bombast this holiday season.

By Peter Adams • Dec. 4, 2018

Comic Dive: Unusual Suspects

Alcohol brands have brought augmented reality, scavenger hunts, Hollywood-style commercials and more to their marketing. Do consumers know what they're selling anymore?

By John Hazard and Lisa Burdige • Dec. 4, 2018

Smirnoff, Stella Artois upgrade travelers stuck in the middle seat

The marketers' independent promotions aim to offer memorable holiday travel experiences and build brand awareness. 

By Erica Sweeney • Dec. 4, 2018

Bacardi promotes premium line in new short film directed by Michael B. Jordan

The omnichannel campaign, which shares the brand's origin story, will run across connected TV, social media, out-of-home and more.

By Erica Sweeney • Dec. 4, 2018

Lane Bryant, Cacique champion women of all sizes in rebuke of Victoria's Secret

The inclusive campaign launched just before Victoria's Secret's annual fashion show, which faces renewed backlash following the CMO's offensive comments last month.

By Erica Sweeney • Dec. 3, 2018

Executive of the Year: Keith Weed, Unilever

No CMO has taken as clear-eyed a perspective on the marketing world's issues in 2018 as Weed, who's been tough on industry darlings like influencers while holding an optimistic view of the future.

By Peter Adams • Dec. 3, 2018

Technology of the Year: Adidas' 'Here to Create Legend'

In an impressive sprint for the Boston Marathon, Adidas used innovative technology to deliver personalized videos to 30,000 runners — all within hours of their crossing the finish line.​

By Peter Adams • Dec. 3, 2018

Champion of the Year: Syl Saller, Diageo

Diageo's CMO has frequently championed an inclusive approach to marketing and creativity by spearheading diversity initiatives and leading stronger pushes for gender representation throughout the industry.

By Peter Adams • Dec. 3, 2018

Deal of the Year: IPG buys Acxiom Marketing Solutions

The $2.3 billion purchase marks a win-win, sharpening IPG's specialization in the crucial field of data while letting the Acxiom unit more deeply collaborate with the ad giant's client roster.

By Peter Adams • Dec. 3, 2018

Marketer of the Year: Nike

The brand made a number of touchdowns in 2018, from a risky ad to groundbreaking digital work, helping to drive the company's sales and stock value and earning it the title of marketing MVP.

By Chantal Tode • Dec. 3, 2018

Disruptor of the Year: Burger King

After scoring one of 2017's top campaigns, Burger King continues its "hackvertist" approach to rack up earned media — and sales growth.

By Chris Kelly • Dec. 3, 2018

Campaign of the Year: Amazon's 'Jurassic World' delivery

The mega-delivery stunt drew buzz for a film premiere and illustrated how co-branding could become more of a mainstay in future omnichannel efforts.

By Natalie Black (Koltun) • Dec. 3, 2018

Nat Geo, WeWork recreate '90s workspaces to promote dot-com bubble series

The campaign features authentic computers and games from the era, along with social vending machines that dispense candy, toys and trading cards. 

By Erica Sweeney • Dec. 3, 2018

Maxwell House's labor-focused campaign drives purchase intent, ad awareness, analysis finds

Since the campaign's launch around Labor Day, brand awareness jumped six percentage points while purchase consideration rose from 17% to 22%.

By Erica Sweeney • Nov. 30, 2018

Captain Morgan hosts holiday contest on Instagram

Actor Adam Devine will "crash" the house party of one lucky winner.

By Robert Williams • Nov. 30, 2018

Payless entices influencers with fake luxury boutique

Attendees offered up to $640 for discount shoes, but rather than pocket the extra cash, the retailer captured influencers' shocked reactions for ads. 

By Erica Sweeney • Nov. 30, 2018

Campaign Trail: Spotify shoots for holiday 3-peat; Stonyfield nods to 'Parks & Rec'; 'Viva La Vulva'

The streaming platform unwraps more data-driven billboards, while a yogurt maker fights against soccer fields sprayed with pesticides and a feminine-care brand gets provocative. 

By Peter Adams , Natalie Black (Koltun) , Chris Kelly • Nov. 30, 2018

BMW drives in the straightest line possible across the country for auto show stunt

To promote its new X5 model, the brand traveled through 11 states and covered more than 3,000 miles to arrive at the LA Auto Show. 

By Erica Sweeney • Nov. 30, 2018

Stella Artois debuts 'robot bartender' that serves drinks, cleans up after itself

Bartending Automatic Robotic Technology, or B.A.R.T., turns a robot vacuum into an autonomous bar cart for the AB InBev beer.

By Erica Sweeney • Nov. 29, 2018