The Latest
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How Dr Pepper passed Pepsi by marketing around football, flavor innovation
The 140-year-old soda brand has relied on investment, patience and agile marketing to become the number two soft drink in the U.S.
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IAS launches deepfake measurement offering ahead of 2024 election
The tool, currently in beta testing, helps marketers avoid placing ads next to deepfakes, which have grown more sophisticated with the rise of AI.
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United Airlines takes flight with airline industry’s first media network
Macy’s and Dentsu are among the launch partners of Kinective Media, which uses consumer insights to drive ads across its app and seatback screens.
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Ocean Spray unveils ‘Just Add Cran’ campaign to fuel future creative
The effort introduces a new brand character, Johnny, the “straight-shooter cousin” of the iconic farmer duo featured in the marketer’s past creative.
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Omnicom consolidates global production under one banner
Omnicom Production will be led by former Publicis Production Global CEO Sergio Lopez and is the holding company’s latest bid to streamline creativity.
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Pepsi CMO Todd Kaplan departs as cola wars heat up
After nearly two decades at PepsiCo, the marketing executive who oversaw the flagship brand's turnaround and visual overhaul will pursue a new opportunity.
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Column
Campaign Trail: Crayola reunites adults with childhood art to spur creativity
In partnership with Dentsu Creative, the effort features a tear-jerking short film that shows the power of creative self-expression across generations.
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On Running appoints Zendaya as brand partner in multiyear deal
As legacy rivals like Nike face fresh pressures, On is looking to shore up its sport and fashion credibility with help from a major star.
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Ikea remodels remote work with paid positions for Roblox store
The Swedish retailer is offering jobs to 10 people to staff the digital space and drive real-world recruitment.
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WARC: Retail media’s meteoric growth to cool down in ‘25
As trade marketing budgets become “exhausted,” dominant players like Amazon are tightening their grip on the category.
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Givenchy Beauty makes over Roblox space for Pride Month
The luxury brand overhauled its space on the platform to feature rainbows, flags and a pop-up showcasing virtual wearables from LGBTQ+ designers.
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Jif dips into ‘Succession’ to promote peanut butter, chocolate merger
A short film starring J. Smith-Cameron documents a fictional deal between The Peanut Butter Group and Chocolatey Corp. in the style of the HBO hit.
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Opinion
Marketers should stop being fearful of Reddit — here’s why
Opportunities for research, community engagement and amplified reach make the platform a worthy player, according to Boathouse’s Geoff Gates.
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Advocacy group taps creators to call for gender equality in ad industry
Women in Advertising, Communications and Leadership’s new campaign asks women creators what representation in the industry means to them.
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Q&A
What Ballantine’s has learned from 10 years of music marketing
The Pernod Ricard Scotch whisky brand’s True Music platform has showcased over 800 artists and hosted events in 32 countries.
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Walmart opens access to off-site customer journey insights for suppliers
With Digital Landscapes, Walmart is looking to help suppliers answer questions about customer journeys beyond the retailer’s website and app.
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Column
Sociable: Gen Z prefers social media to Google for some searches, study says
Google Search still reigns for finding local services while TikTok takes the lead on discovery for gift ideas, hair and makeup and well-being.
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CTV closes in on linear for consumer ad attention, report finds
While linear ads still outperform for viewer attention, ads on premium CTV apps have now bested the channel, according to DoubleVerify and TVision.
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U.S. Bank taps AI to create audience models for national campaign
“The Power of Us” used Supernatural AI’s tech to create avatars of the bank’s core target groups and test the baseline idea and initial creative.
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Ads next to controversial news articles: Here’s what the numbers say
Recent Stagwell data finds little difference in purchase intent between ads placed near controversial articles and articles on safer topics.
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Inside Sonic Drive-In’s new brand platform and ‘crazy fun’ campaign
CMO Ryan Dickerson explained how the Inspire Brands QSR is personifying the chain with a new duo years after replacing its fan-favorite "Two Guys."
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Toyota turns review into music video for ‘vibe’-heavy Camry campaign
The automaker’s campaign is the latest effort from T2, the multiagency model that brings together mainstream and multicultural marketing.
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Dentsu now expects global ad spend to reach 5% growth in 2024
Following a strong start to the year, advertisers are likely to open the spigots in the months ahead for digital opportunities, the Olympics and the U.S. election.
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Tastemade launches shoppable home improvement series using Shopsense AI
Tapping Hedley & Bennett’s founder as host, the series focuses on redesigning kitchen spaces while viewers shop the products.
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LG fuels positivity on social media with ‘Optimism your feed’ playlist
The global playlist is a compilation of influencer-backed content that, when viewed, is meant to spur the delivery of more positive content by algorithms.