The Latest

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  P&G bets on WNBA and women’s sports with new multibrand sponsorship

  Olay, Secret and Downy are among the brands included in a multiyear deal that arrives as the league draws record viewership.

  Brand Strategy

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  Sponsored by ERM Marketing & Communications Agency

  Yes. Now is actually the best time to tell your organization’s sustainability story.

  Compliance is coming. Sustainability is about to become your advantage.

  Brand Strategy

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  Five Guys serves up largest integrated brand campaign to date

  Created by indie agency Chemistry, “Your Burger Guy” will roll out across film, social, digital, audio and in-store channels.

  Brand Strategy

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  Kikkoman embraces Gen Z’s love of Japanese culture in new campaign

  “Unleash Legendary” leverages the look and feel of anime to show off the brand’s teriyaki line and includes paid social and influencer partnerships.

  Creative

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  KFC’s Colonel dances in the name of affordable fried chicken in new ads

  A campaign and accompanying song, “Finger Lickin’ Machine,” see the mascot defy greedy boardroom executives to keep prices low. 

  Brand Strategy

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  Q&A

  Brooks CMO on shaping a global brand vision, with help from Cynthia Erivo

  The “Wicked” and “Dracula” star is featured in video ads and social content as part of a new campaign tied to her training for the London Marathon.

  Brand Strategy

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  US Bank inks NFL sponsorship in latest step of brand’s cultural evolution

  CMO Michael Lacorazza details a deal that enlists likely top draft pick Fernando Mendoza as the bank’s Chief Financial Playmaker.

  Brand Strategy

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  Coca-Cola says ‘I’d Like to Buy America a Coke’ in America250 campaign

  The soda giant reimagined the song from its iconic 1971 “Hilltop” ad for an effort that includes limited-edition packaging that be scanned for prizes.

  Brand Strategy

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  Estée Lauder names WPP first global media partner to centralize media efforts

  The move is designed to improve media effectiveness and represents the next step in the company’s Beauty Reimagined initiative.

  Agencies

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  Dollar Shave Club swipes at competition in first women’s grooming push

  CEO Larry Bodner calls the company’s new line “anti-Venus, anti-Billie, anti-Flamingo” and an antidote to “pink, sparkly, frilly” products pitched to women.

  Brand Strategy

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  Bic reignites ‘Flick Your Bic’ tagline for a new generation

  A humorous ad created with agency Doner cheekily sets the mood and highlights the manufacturer’s line of lighter products.

  Brand Strategy

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  How MLB is leveraging automation and data to enhance fan messaging

  The sports league has expanded its partnership with Adobe so individual clubs can create marketing that better matches how individual fans enjoy sports.

  Data/Analytics

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  E.l.f. promotes affordable beauty with true crime-inspired mockumentary

  “Vanity Vandals” attributes cluttered bathroom counters to a surplus of its affordable beauty products and includes a giveaway and Roblox experience.

  Mobile

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  Go Figure: 3 big marketing numbers from March

  From Instagram advertising to Papa John’s marketing investment, here are some important numbers marketers may have missed.

  Data/Analytics

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  Heineken raises a glass to connecting via shared musical tastes

  At Coachella, the brand’s Clinker band will sync data from Spotify and YouTube music and light up when similarities are found between consumers’ interests.

  Mobile

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  Coca-Cola reasserts fast-food dominance over Pepsi in new campaign

  For the first time, the soda giant is bringing together more than a dozen QSRs to demonstrate how diverse customers are united by their drink orders.

  Brand Strategy

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  Q&A

  How Scotts Miracle-Gro evolves marketing as gardening goes year-round

  The lawn care company is using influencers, AI and sports marketing to be an always-on partner for gardeners of all ages.

  Brand Strategy

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  Inside Walmart’s creator-driven social commerce playbook

  The company’s head of content, influencer and commerce shared the retail giant’s social principles and detailed its Walmart Creator program.

  Brand Strategy

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  Publicis sharpens sports marketing focus with 160over90 acquisition

  Publicis CEO Arthur Sadoun described sports as the firm’s “next big bet” as it tries to bring cohesion to an increasingly valuable but fragmented market.

  Agencies

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  How brands and agencies are operationalizing AI as the tech matures

  Yum Brands and WPP officials discussed what is and isn’t working with artificial intelligence during IAB’s annual Public Policy & Legal Summit.

  Brand Strategy

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  Column

  Sociable: Meta highlights improvements to its ad serving program

  The updated Adaptive Ranking Model will use less computing power to deliver more relevant ads and drive better return on ad spend.

  Mobile

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  Mike’s Hard Lemonade looks to win over Gen Z with animated lemons

  A trio of tough-talking citrus mascots anchor a new creative platform around authenticity that is rolling out with digital, social and streaming support.

  Brand Strategy

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  Fanta reaches out to gamers with Xbox anniversary collaboration

  The brand’s first global campaign focused on gaming includes limited-edition packaging with a QR code that unlocks special challenges and rewards.

  Brand Strategy

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  Q&A

  Albertsons on its ChatGPT ads test and push for retail media transparency

  Liz Roche, VP of media and measurement at Albertsons Media Collective, discussed the strategic thinking behind its AI experiment at the NewFronts.

  Data/Analytics

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  Mars gum brands mix memes, ‘borrowed nostalgia’ in global campaign

  The “Total Overthink of The Head” campaign includes a TikTok-first live experience called “Channel Your Inner Goat.” 

  Brand Strategy

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  Jack in the Box names CMO to strengthen product innovation, loyalty

  Katelyn Zborowski previously spent over a decade at Yum Brands, where she helped develop more than 40 limited-time offerings for Taco Bell.

  Brand Strategy

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