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J.M. Smucker’s CMO on what she’s learned about refreshing ‘dusty’ brands
After handling the CPG giant's business at Publicis, Gail Hollander now leads the marketer's in-house efforts to modernize brands for new audiences.
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Q&A
Meet the agency behind some of CPG’s splashiest brand refreshes
From M&M’s to Manischewitz, JKR has had a hand in high-profile overhauls that try to balance reverence for legacy with modernity.
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DirecTV turns satellite dishes into ‘bird ballparks’ with Randy Johnson
The TV provider’s latest campaign about its dish-less service is inspired by the moment when the MLB legend accidentally killed a bird with a pitch.
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Digital ad revenue defied economic challenges to grow 7.3% in 2023, per IAB
Channels with “privacy by design solutions” are expected to outpace the market going forward.
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Smirnoff Ice unveils summer ‘surpr-ices’ for music festival season
A new campaign that aims to connect the brand to this season’s music festivities features comedian Trevor Noah and actor Travis Bennett.
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Powerade empowers athletes who ‘take a pause’ for global campaign timed to Olympics
The effort is rooted in an emotional spot featuring gymnast Simone Biles and will span TV, social media, on-site experiential activations and more.
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Why CeraVe is using its Super Bowl playbook for a fake rom-com trailer
The L’Oréal skincare brand is playing off genre tropes and double entendres in its influencer-backed "The One Under the Sun" campaign.
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Publicis credits new business tailwinds, tech rebound for continued strength
CEO Arthur Sadoun attributed the group’s performance to three key factors, including data-driven marketing.
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WPP and Google partner to integrate martech and gen AI tools
The sheer size of the partners and the scope of the collaboration could be a tipping point for generative AI within agencies.
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Column
Campaign Trail: StreetEasy illustrates house-hunting odyssey as Renaissance art
Created with Mother New York, “Let The Journey Begin” imagines the steps of buying a home in New York City in the style of Renaissance frescoes.
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Opinion
How marketers can score Gen Z loyalty during festival season
Music fests like Coachella provide an opportunity for brands to reach Gen Z both on and off the festival grounds, says Movers+Shakers’ AJ Pulvirenti.
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Applebee’s taps NFL star as undercover server to promote new burger
To promote the menu item, the chain partnered with Team Whistle on an episode of “Undercover Athlete” that features wide receiver Brandon Aiyuk.
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Oreo reimagines ubiquitous internet menu icon to dole out discounts
A commerce activation exclusively with Kroger offers deals to those who reimagine what is often dubbed the “hamburger menu” as “The Oreo Menu.”
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L’Oréal Paris celebrates setbacks with celebrity resumes on LinkedIn
Eva Longoria, Helen Mirren, Jane Fonda and others created “Worth It Resumes” that highlight both their setbacks and greatest achievements.
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Wow Bao links restaurant rewards to Roblox in platform-first integration
Metaverse hype may have dissipated, but brands remain interested in leveraging games like Roblox to connect with Gen Z and Gen Alpha.
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Hennessy refreshes brand with a focus on versatility
Accompanying a fresh visual identity is “Made for More,” a campaign by Wieden+Kennedy Amsterdam featuring actors Teyana Taylor and Damson Idris.
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Quaker illustrates the power of mornings with interactive photo series
“100 Reasons to Rise” portrays how mornings can unite people, with the stories of 100 “humble heroes” detailed via an interactive digital experience.
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How Christian Dior made virtual try-ons a luxury experience
A virtual activation made with Perfect Corp. and Teads led to a 17% rise in consumers who recognize Christian Dior as a premium brand.
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Puma rallies around sport performance for largest marketing investment yet
The global campaign spearheaded by Matte Projects also marks the first time the sportswear brand has run a unified message across its portfolio.
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Deep Dive
Meet the 4 firms setting the agenda for measuring TV ads amid rapid change
Battles around big data and panels continue as currency certification efforts pick up and the possibility of consolidation looms.
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Choice Hotels targets millennial and Gen Z travelers with first TikTok marketing campaign
The campaign, featuring influencer Jimmy Darts, aims to expand brand awareness for Choice’s Comfort and Cambria properties.
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Dove pledges to not use AI models in lieu of real women in its advertising
Indie agency Soko developed the global marketing effort, with Media.Monks handling social, digital out-of-home and other aspects.
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Miracle-Gro shares Martha Stewart’s gardening secrets in new campaign
“Gro Like Martha” intends to shift the perception of gardening as complex and will span video, paid social, linear, CTV, in-app integrations and more.
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Pedigree adopts AI to give ‘glow ups’ to shelter dog ads
Adoptable combines proprietary artificial intelligence with the brand’s global media reach to create more engaging ads that aim to shorten adoption times.
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Coca-Cola heads to Marvel universe for new spot, packaging campaign
Scannable Coca-Cola and Coca-Cola Zero Sugar packaging will feature more than 30 Marvel characters who come to life via augmented reality.