#brand-marketing

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#tiktok-shop

Big brands are wary of TikTok Shop's livestreaming bet

TikTok Shop is encouraging brands to adopt live shopping as a strategy to increase consumer reach and sales.

TikTok Adds Refundable Samples Option for TikTok Shop, Refunding Creators Based on Performance Criteria - Lindsey Gamble

TikTok Shop's Refundable Samples option streamlines creator-brand collaborations by linking refunds to performance metrics, optimizing costs for creators and brands.

Big brands are wary of TikTok Shop's livestreaming bet

TikTok Shop is encouraging brands to adopt live shopping as a strategy to increase consumer reach and sales.

TikTok Adds Refundable Samples Option for TikTok Shop, Refunding Creators Based on Performance Criteria - Lindsey Gamble

TikTok Shop's Refundable Samples option streamlines creator-brand collaborations by linking refunds to performance metrics, optimizing costs for creators and brands.
moretiktok-shop

Sauce brand Rao's, under Campbell's, makes a play for a national audience with a beefed-up budget

Rao's Homemade is leveraging its acquisition by Campbell's to enhance its brand visibility and marketing strategy, particularly through participation in major events.

Should brands be so online? Nutter Butter's extreme social persona speaks to changing brand dynamics

Brands are shifting from polished content to embracing chaos and subcultures on social media.
#advertising

TikTok Unveils New Self-Serve and AI-Powered Ad Automation Tools

TikTok announced AI-powered tools for advertisers aiming to simplify and enhance the creation of relevant ads on the platform.

Election night is Calm's 'Super Bowl,' so it's buying 30 seconds of silence on CNN and ABC

Calm effectively uses serene ad breaks during election nights to stand out amidst the chaos, enhancing brand recognition and engagement.

Medical apparel brand Figs finds a new Olympics ad opportunity in heart-rate monitors for athletes' parents

Figs, an apparel brand, becomes the first brand sponsor of a heart-rate monitor for parents of athletes during the Olympic Games for innovative advertising.

How Peacock's Love Island USA Drives Brand Impact

Competition reality TV significantly boosts brand likeability and engagement, creating valuable marketing opportunities for advertisers.

Remitly taps ads to woo new clients

Remitly boosted its advertising budget to build its brand and attract new customers.
The company increased online ads and targeted brand marketing to drive customer acquisition.

Are 'fake ads' helping or hindering the advertising industry?

Sharing fake ads can spark debates in the industry.
Fake ads can serve as valuable learning tools for marketers.

TikTok Unveils New Self-Serve and AI-Powered Ad Automation Tools

TikTok announced AI-powered tools for advertisers aiming to simplify and enhance the creation of relevant ads on the platform.

Election night is Calm's 'Super Bowl,' so it's buying 30 seconds of silence on CNN and ABC

Calm effectively uses serene ad breaks during election nights to stand out amidst the chaos, enhancing brand recognition and engagement.

Medical apparel brand Figs finds a new Olympics ad opportunity in heart-rate monitors for athletes' parents

Figs, an apparel brand, becomes the first brand sponsor of a heart-rate monitor for parents of athletes during the Olympic Games for innovative advertising.

How Peacock's Love Island USA Drives Brand Impact

Competition reality TV significantly boosts brand likeability and engagement, creating valuable marketing opportunities for advertisers.

Remitly taps ads to woo new clients

Remitly boosted its advertising budget to build its brand and attract new customers.
The company increased online ads and targeted brand marketing to drive customer acquisition.

Are 'fake ads' helping or hindering the advertising industry?

Sharing fake ads can spark debates in the industry.
Fake ads can serve as valuable learning tools for marketers.
moreadvertising

How Meta's Experiential Marketing Brings its Products to Life

Innovation and experimentation are essential for brands to create resonant experiences with their audiences.

Media Giants Neil Vogel, Brian Stelter, Janice Min, and More Headline Mediaweek

Mediaweek brings industry leaders together to navigate dynamic media strategies and drive brand growth.
#social-media

Kingfisher's Eloi Casali on his brand marketing epiphany and the dangers of promotions

Eloi Casali transformed his view on branding, advocating its crucial impact on advertising effectiveness within the evolving digital landscape.

AI in ads? Fake it 'til you make it, I say

AI can enhance advertising by providing escapism, engaging users more effectively.
Creative fictional content can be a valuable tool for brands to connect with customers.

Council Post: How Can Busy Entrepreneurs Leverage X? Here Are 16 Expert Tips

Brands must evaluate the worth of engaging on X amidst its evolving culture and user dynamics.

Kingfisher's Eloi Casali on his brand marketing epiphany and the dangers of promotions

Eloi Casali transformed his view on branding, advocating its crucial impact on advertising effectiveness within the evolving digital landscape.

AI in ads? Fake it 'til you make it, I say

AI can enhance advertising by providing escapism, engaging users more effectively.
Creative fictional content can be a valuable tool for brands to connect with customers.

Council Post: How Can Busy Entrepreneurs Leverage X? Here Are 16 Expert Tips

Brands must evaluate the worth of engaging on X amidst its evolving culture and user dynamics.
moresocial-media

Branding has changed. You now need a sonic identity too

Brands should adopt sound-first design for more immersive consumer connections.
Sound can elevate brand identity and enhance emotional connections with consumers.
Ignoring audio elements in campaigns can result in a brand falling behind.
#nike

Nike's new Wemby logo is out of this world

Nike teases new logo for partnership with NBA player Victor Wembanyama using a crop circle and an alien theme.
The new logo and upcoming Nike GT Hustle 2 'Alien' sneakers are connected to Wembanyama's nickname and unique design elements.

Prediction: This Will Be Nike's Next Big Move | The Motley Fool

Nike's new CEO Elliott Hill aims to revitalize the brand by returning to its roots in marketing and product emphasis.

Nike's new Wemby logo is out of this world

Nike teases new logo for partnership with NBA player Victor Wembanyama using a crop circle and an alien theme.
The new logo and upcoming Nike GT Hustle 2 'Alien' sneakers are connected to Wembanyama's nickname and unique design elements.

Prediction: This Will Be Nike's Next Big Move | The Motley Fool

Nike's new CEO Elliott Hill aims to revitalize the brand by returning to its roots in marketing and product emphasis.
morenike
#marketing-strategy

Marketing Briefing: Why marketers are all about 'nontraditional formats' now

Marketers are increasingly adopting nontraditional advertising formats to engage with consumers amid budget constraints.

Why Media Shouldn't Drive Your Creative Process

A strategic, long-term marketing plan is crucial, balancing media commitments with creativity-driven flexibility.

How do you know it's time to invest in brand marketing? Lessons from Ruggable

Brands that have grown online must determine the right time to invest in brand marketing to sustain growth.

Unifying Brand and Performance Marketing With Meta

Combining brand and performance marketing is essential for delivering outcomes and results for the company.

What can a potential US TikTok ban teach marketers? | MarTech

TikTok faces potential U.S. ban due to recent legislation, showcasing risks of relying solely on third-party platforms for marketing.

What to Do Next When Your Brand Gets Surprise Earned Media

Leveraging unexpected brand mentions like Applebee's in popular TV shows requires a strategic and innovative marketing approach.

Marketing Briefing: Why marketers are all about 'nontraditional formats' now

Marketers are increasingly adopting nontraditional advertising formats to engage with consumers amid budget constraints.

Why Media Shouldn't Drive Your Creative Process

A strategic, long-term marketing plan is crucial, balancing media commitments with creativity-driven flexibility.

How do you know it's time to invest in brand marketing? Lessons from Ruggable

Brands that have grown online must determine the right time to invest in brand marketing to sustain growth.

Unifying Brand and Performance Marketing With Meta

Combining brand and performance marketing is essential for delivering outcomes and results for the company.

What can a potential US TikTok ban teach marketers? | MarTech

TikTok faces potential U.S. ban due to recent legislation, showcasing risks of relying solely on third-party platforms for marketing.

What to Do Next When Your Brand Gets Surprise Earned Media

Leveraging unexpected brand mentions like Applebee's in popular TV shows requires a strategic and innovative marketing approach.
moremarketing-strategy
from Digiday
1 month ago

Why live sports could be the 'killer app' of the metaverse and a new arena for big brands

Live sporting events in the metaverse could attract users and brands, enhancing engagement opportunities.

Carhartt Names Norma Delaney VP of Brand Marketing

Norma Delaney has joined Carhartt as VP of brand marketing and creative, bringing 20 years of industry experience.

I can honestly say that I have never worn anything like it before' The most comfortable football boots money can buy aren't by any of the so-called big brands

Mizuno offers superior comfort in football boots but struggles with brand visibility and marketing against giants like Nike and Adidas.
#e-commerce

How Ben & Jerry's has found the balance between activism and advertising

Ben & Jerry's leverages its long-standing commitment to social activism to navigate modern e-commerce marketing challenges.

Is TikTok Becoming the Next QVC? All About TikTok Live Shopping

TikTok Live Shopping is a new way for brands to showcase and sell products in real-time, fostering interaction with customers.
Viewers can purchase products directly from the live broadcast or wait to browse items later via a shopping cart icon.

How Ben & Jerry's has found the balance between activism and advertising

Ben & Jerry's leverages its long-standing commitment to social activism to navigate modern e-commerce marketing challenges.

Is TikTok Becoming the Next QVC? All About TikTok Live Shopping

TikTok Live Shopping is a new way for brands to showcase and sell products in real-time, fostering interaction with customers.
Viewers can purchase products directly from the live broadcast or wait to browse items later via a shopping cart icon.
moree-commerce

Sierra Nevada Is Brewing A CTV Strategy - But Without Video | AdExchanger

Sierra Nevada is reframing its brand marketing to emphasize its family-owned status while utilizing innovative advertising techniques.

Amazon Briefing: Despite its ubiquity, brands are rethinking and scaling back their Amazon strategies

Brands face challenges on Amazon due to the platform's focus on convenience at the expense of profitability.

How private equity's obsession with this one marketing metric stunts brand growth

ROAS, while popular for measuring marketing effectiveness, hinders long-term growth for private equity-backed brands by oversimplifying performance metrics.

How Samsung, Pampers and NBC struck gold at Paris Olympics

The Paris 2024 Olympics are seen as a cultural shift in brand marketing, focusing heavily on digital engagement to attract a younger audience.

Third-party cookies are hanging on, but Epsilon says brand marketers should still focus on first-party data

Brand marketers should focus on testing cookie-less targeting solutions despite Google possibly changing its approach to third-party cookie deprecation on Chrome.
#linkedin

Insider Q&A: LinkedIn is bullish on AI. Will that help job seekers?

LinkedIn focuses on generative AI for job search assistance and brand marketing.

LinkedIn's chief product officer discusses how AI will help hiring and recruitment

LinkedIn focuses on generative AI for job search and brand marketing.

Insider Q&A: LinkedIn is bullish on AI. Will that help job seekers?

LinkedIn is heavily invested in generative AI to enhance its platform features for users.

Insider Q&A: LinkedIn is bullish on AI. Will that help job seekers?

LinkedIn focuses on generative AI for job search assistance and brand marketing.

LinkedIn's chief product officer discusses how AI will help hiring and recruitment

LinkedIn focuses on generative AI for job search and brand marketing.

Insider Q&A: LinkedIn is bullish on AI. Will that help job seekers?

LinkedIn is heavily invested in generative AI to enhance its platform features for users.
morelinkedin
#influencers

Why brands are ditching celebs for influencers

Influencers are gaining power in shaping consumer opinions and purchase decisions, signaling a shift in brand marketing strategies.

Why Influencers Want You in Their Group Chats

Broadcast channels on Instagram allow influencers to connect with followers in a more intimate and private setting, fostering deeper engagement.

Neon Coat is NYC Businesses' Secret Marketing Weapon | amNewYork

Neon Coat revolutionizes local business branding with professional model and influencer collaborations.

Why brands are ditching celebs for influencers

Influencers are gaining power in shaping consumer opinions and purchase decisions, signaling a shift in brand marketing strategies.

Why Influencers Want You in Their Group Chats

Broadcast channels on Instagram allow influencers to connect with followers in a more intimate and private setting, fostering deeper engagement.

Neon Coat is NYC Businesses' Secret Marketing Weapon | amNewYork

Neon Coat revolutionizes local business branding with professional model and influencer collaborations.
moreinfluencers

NIL rules give brands new Olympics approach - PR Daily

Companies leverage Olympics to boost brands through athlete endorsements.

The Assembly CEO Valerie Davis on what brands can learn from US political campaigns

Political advertising influences all marketing efforts, requires real-time strategies, and impacts brand visibility and messaging during election cycles.
from MarTech
3 months ago

How marketers are leveraging Olympics' focus on women's sports to drive engagement | MarTech

Gender parity at 2024 Olympics highlights opportunities for brands to leverage women athletes' star power through digital media and cultural connections.
#digital-advertising

Exclusive: How The New York Times' Granular Gen AI Tool Drives Campaign Performance

The New York Times is utilizing gen AI through BrandMatch for targeted ad campaigns, yielding higher CTR and brand lift results.

Brands Ditch Tweets for TikTok and Instagram for Super Bowl 58

Brands are spending Super Bowl-level digital budgets as early as two weeks before the game to drive sales.
Other platforms like TikTok, YouTube Shorts, and Instagram are gaining a share of ad dollars previously reserved for Twitter.

Exclusive: How The New York Times' Granular Gen AI Tool Drives Campaign Performance

The New York Times is utilizing gen AI through BrandMatch for targeted ad campaigns, yielding higher CTR and brand lift results.

Brands Ditch Tweets for TikTok and Instagram for Super Bowl 58

Brands are spending Super Bowl-level digital budgets as early as two weeks before the game to drive sales.
Other platforms like TikTok, YouTube Shorts, and Instagram are gaining a share of ad dollars previously reserved for Twitter.
moredigital-advertising

Big Brands Pivot To Indie Agencies; Sports And Digital Drive Record Growth For NBCU | AdExchanger

Independent agencies are gaining popularity for their senior talent, quicker work, and cultural connections.
Brands are seeking smaller agencies for bold work and closer connections to marginalized communities.
Licensing sports content is becoming a revenue diversification strategy for platforms like Reddit.
#influencer-partnerships

Research Briefing: Publisher events and influencer partnerships offer key brand marketing opportunities

Publisher-hosted events and influencer partnerships are key marketing opportunities for brands in 2024.

How This Under 30 Lister Uses Sports Sponsorships To Boost Brand Sales

Brands can work with various talent levels on marketing campaigns.
In-person interactions drive successful brand engagements in today's marketing landscape.

Research Briefing: Publisher events and influencer partnerships offer key brand marketing opportunities

Publisher-hosted events and influencer partnerships are key marketing opportunities for brands in 2024.

How This Under 30 Lister Uses Sports Sponsorships To Boost Brand Sales

Brands can work with various talent levels on marketing campaigns.
In-person interactions drive successful brand engagements in today's marketing landscape.
moreinfluencer-partnerships

In the gaming industry, immersive integrations are winning the battle for marketing dollars - for now

Gaming is increasingly included in brand marketing budgets through customized brand integrations, moving away from traditional programmatic methods.

This colorful new font doesn't use a single letter

A new font, Poly Mono, challenges the traditional concept of what a font is by using shapes instead of letters.
#performance-marketing

Council Post: Performance Vs. Brand Marketing: A Guide For Small Businesses

Performance marketing focuses on immediate results through direct responses and measurable outcomes.
Brand marketing aims to build long-term brand presence, awareness, and perception to drive loyalty.

Council Post: Brand Entertainment: Brands Are Turning To Entertainment For Engagement

Brand marketing is on the rise due to escalating performance marketing costs and data privacy regulations, challenging brands to creatively connect with audiences through brand entertainment.

Fashion Executives Examine the Industry Swing From Performance to Brand Marketing

71% of executives plan to increase brand marketing spend in 2024, while only 46% intend to do the same for performance marketing.
Challenges for brands include swinging back to brand marketing, avoiding inflated ROIs, and adopting an incremental view of the business.

Why does everyone seem to be re-thinking B2B marketing? | MarTech

B2B marketing is shifting from a solely performance-based approach towards a more balanced strategy involving brand marketing and empathy.

Council Post: Performance Vs. Brand Marketing: A Guide For Small Businesses

Performance marketing focuses on immediate results through direct responses and measurable outcomes.
Brand marketing aims to build long-term brand presence, awareness, and perception to drive loyalty.

Council Post: Brand Entertainment: Brands Are Turning To Entertainment For Engagement

Brand marketing is on the rise due to escalating performance marketing costs and data privacy regulations, challenging brands to creatively connect with audiences through brand entertainment.

Fashion Executives Examine the Industry Swing From Performance to Brand Marketing

71% of executives plan to increase brand marketing spend in 2024, while only 46% intend to do the same for performance marketing.
Challenges for brands include swinging back to brand marketing, avoiding inflated ROIs, and adopting an incremental view of the business.

Why does everyone seem to be re-thinking B2B marketing? | MarTech

B2B marketing is shifting from a solely performance-based approach towards a more balanced strategy involving brand marketing and empathy.
moreperformance-marketing

Football stars Jack Grealish, Vini Jr, others juggle it out at Wembley in Pepsi-Uefa push

Pepsi launches a global ad campaign in partnership with UEFA Champions League, featuring well-known football stars in a street football game.
#collaboration

laire's Introduces The Collab Initiative to Collaborate with Gen Z Alphas on the Brand's Creative Direction - Lindsey Gamble

Claire's collaborates with Gen Z Alphas for creative direction
Creators from The Collab actively participate in brand content and events

Pop-Tarts didn't ask for the Jerry Seinfeld movie. Kellanova wants in on the joke anyway

Jerry Seinfeld's long-standing love and dedication to Pop-Tarts is highlighted in the film 'Unfrosted,' leading to a unique marketing collaboration.

laire's Introduces The Collab Initiative to Collaborate with Gen Z Alphas on the Brand's Creative Direction - Lindsey Gamble

Claire's collaborates with Gen Z Alphas for creative direction
Creators from The Collab actively participate in brand content and events

Pop-Tarts didn't ask for the Jerry Seinfeld movie. Kellanova wants in on the joke anyway

Jerry Seinfeld's long-standing love and dedication to Pop-Tarts is highlighted in the film 'Unfrosted,' leading to a unique marketing collaboration.
morecollaboration

The case for and against organic social

Organic social reach for brands is declining, highlighting the need for paid strategies over relying solely on organic growth.

T-Mobile Has Appointed Kristin Harrer As Senior Vice President and Chief Brand Officer

Kristin Harrer appointed as T-Mobile's SVP and Chief Brand Officer.

Brand Marketing: How To Build a Brand Marketing Strategy (2024) - Shopify

Brand marketing communicates brand values and vision to drive consumer engagement.

The Winners and Losers of a TikTok Ban

The possibility of a U.S. government ban on TikTok will have profound implications on various stakeholders in the digital landscape.
#consumer-engagement

Soiled briefs: your parody ad won't make a mark, here's the fix

Parody ads must be done purposefully with creativity to avoid devaluing the brand.
Replacing Hollywood stars with ordinary individuals in parodies can become cliché quickly.

WhataBurger and McGarrah Jessee on boneless wings, humor and super-fandom

Older brands must adapt marketing strategies to evolving culture while respecting history.
Humor is a powerful tool for providing relief and connecting with consumers, especially during challenging times.

Soiled briefs: your parody ad won't make a mark, here's the fix

Parody ads must be done purposefully with creativity to avoid devaluing the brand.
Replacing Hollywood stars with ordinary individuals in parodies can become cliché quickly.

WhataBurger and McGarrah Jessee on boneless wings, humor and super-fandom

Older brands must adapt marketing strategies to evolving culture while respecting history.
Humor is a powerful tool for providing relief and connecting with consumers, especially during challenging times.
moreconsumer-engagement
#tiktok

TikTok Will Have Ads Featuring AI-Generated Versions of Real People

TikTok introduces AI-generated avatars for ads, enhancing brand marketing with language customization and human touch.

TikTok Shares Tips on How Brands Can Tap Into the Paris Olympics Conversation

TikTok videos with Summer Games hashtags received 6.9 billion views between July and August 2021.
Brands can still participate in the Olympic conversation on TikTok through in-app communities.

TikTok is pushing brands to post photos instead of videos

TikTok is diversifying into a photo platform with features like Carousel posts.
Brands are leveraging TikTok's Carousel function for increased engagement and brand awareness.

TikTok Will Have Ads Featuring AI-Generated Versions of Real People

TikTok introduces AI-generated avatars for ads, enhancing brand marketing with language customization and human touch.

TikTok Shares Tips on How Brands Can Tap Into the Paris Olympics Conversation

TikTok videos with Summer Games hashtags received 6.9 billion views between July and August 2021.
Brands can still participate in the Olympic conversation on TikTok through in-app communities.

TikTok is pushing brands to post photos instead of videos

TikTok is diversifying into a photo platform with features like Carousel posts.
Brands are leveraging TikTok's Carousel function for increased engagement and brand awareness.
moretiktok

Las marcas se preparan para la temporada de festivales con activaciones en Coachella y Stagecoach

Brands targeting music festivals for marketing
Collaborations between fashion brands and festivals

Solo Stove ignites the age-old brand versus performance marketing debate

Solo Brands invested heavily in brand marketing for the fourth quarter, focusing on Solo Stove and other outdoor-focused brands like Oru Kayak and Chubbies.
The unique fourth-quarter marketing campaigns did not lead to the expected sales lift, prompting a reevaluation of the marketing strategy and allocation of resources.

Ad tech, agency firms continue to prop up MFAs despite crackdown pledges

Top brand ads still on click-bait MFA websites
Concerns over credibility and wasted ad spend due to MFAs

'We know she's going to Target': Stanley announces new hands-free, carry-all Quencher cups

Stanley 1913 launched two new products at the South By Southwest panel: a hands-free Quencher cup and a soft cooler.
The impressive profit increase from $75 million in 2019 to $750 million in 2023 was attributed to focusing on women as consumers and digital marketing strategies.

Could AI promote longer client-agency relationships?

Longevity of agency-client relationships has decreased, affecting smaller agencies
AI integration in brand organizations may incentivize longer-term agency relationships

Trendflation makes it impossible to discern between priceless and worthless trends

Brands face challenges in navigating current cultural trends
The concept of trendflation is impacting the marketing landscape

How Gap's latest ad campaign starring Tyla signals the brand's new strategy under CEO Richard Dickson

Revival efforts are underway for Gap brand's financial and cultural setback.
New Gap leadership aims to blend nostalgia with a modern sensibility in brand marketing.

Team Taylor - why Swift's brand works so well and how it could come under threat

Taylor Swift is a global brand with cross-generational appeal.
Consistent messaging, differentiation, and brand experience are keys to Taylor Swift's success as a strong brand.

Range Media Partners Hires Becky Astphan, Allegra Salke-Hussey, Melissa Mondello & Colleen Bailey

Range Media Partners expanded by adding Becky Astphan, Allegra Salke-Hussey, Melissa Mondello, and Colleen Bailey to its team.
New offering Social Marketing+ provides strategic guidance and end-to-end social media marketing for clients.

Post navigation

Oxford Road released a manifesto on the value of audio and the need for audio-explicit leadership in brand marketing.
The manifesto includes quotes from brand marketing executives discussing topics such as endorsement advertising, metrics, attribution, and futurism.
#tv-advertising

How Toyota Uses TV Home Screens To Reframe The Camry Brand | AdExchanger

TV home screens could soon have as many ads as content recommendations.

Skin + Me marketing boss on bringing 'grit and realness' to skincare sector

Skincare startup Skin + Me has launched its first TV ad after securing £10m in funding.
The brand aims to cut through a saturated market by featuring real-life stories in its advertising.

How Toyota Uses TV Home Screens To Reframe The Camry Brand | AdExchanger

TV home screens could soon have as many ads as content recommendations.

Skin + Me marketing boss on bringing 'grit and realness' to skincare sector

Skincare startup Skin + Me has launched its first TV ad after securing £10m in funding.
The brand aims to cut through a saturated market by featuring real-life stories in its advertising.
moretv-advertising
#anne-globe

Imax Names Anne Globe as Chief Marketing Officer

Imax Corporation has appointed Anne Globe as its Chief Marketing Officer.
Globe will oversee brand, film marketing, creative, and social media for the global entertainment technology platform.

Imax Names Skydance & DreamWorks Animation Vet Anne Globe As Chief Marketing Officer

Imax has appointed Anne Globe as its new Chief Marketing Officer.
Globe brings extensive experience in brand marketing and creative work from her previous roles at Skydance Media and DreamWorks Animation.

Imax Names Anne Globe as Chief Marketing Officer

Imax Corporation has appointed Anne Globe as its Chief Marketing Officer.
Globe will oversee brand, film marketing, creative, and social media for the global entertainment technology platform.

Imax Names Skydance & DreamWorks Animation Vet Anne Globe As Chief Marketing Officer

Imax has appointed Anne Globe as its new Chief Marketing Officer.
Globe brings extensive experience in brand marketing and creative work from her previous roles at Skydance Media and DreamWorks Animation.
moreanne-globe

Council Post: 20 Expert Predictions On The Biggest Agency Trends Of 2024

Clients will prioritize first-party data
Brand marketing will win out over performance marketing
AI's content optimization at scale will be transformative

How can CMOs find common ground with CFOs for B2B brand building in 2024?

Mismatch of opinions between CMOs and CFOs on investing in B2B brand marketing
CMOs optimistic about convincing the board to invest more in brand marketing

Calvin Klein taps Jeremy Allen White to bring new thirst to its iconic brand campaign

Calvin Klein's Spring 2024 rollout featuring Jeremy Allen White has created an online frenzy and speculation among fans.
Calvin Klein's pioneering ad campaigns have shaped cultural ideals and influenced how other brands market to men.

The Year Ahead: Why Brand Marketing in 2024 May Reclaim Its Glory Days

Fashion companies are shifting their focus from performance marketing to brand marketing due to factors like cost and data privacy regulations.
71% of fashion executives plan to increase brand marketing spend in 2024, marking a significant shift in priorities.
#brand marketing

Asos plans to spend its extra 30m marketing pot doing 'cooler' work

Asos opens its first-ever pop-up store as part of a marketing shift to revive the brand
The company is investing £30m in brand marketing to rebuild its struggling image

Research Briefing: TikTok tops brands' holiday wishlist

More brands are investing in TikTok for their holiday marketing efforts.
39% of brand and retailer pros invest a lot in creating original content for TikTok.

'Destination' e-commerce stores: Why search and performance are no longer everything

Brand marketing is becoming essential to online retail, as performance marketing loses its sway.
Online retailers are creating new measures and indicators of brand perception.
Google's ranking measurements have shifted to prioritize user experience over keywords.

Asos plans to spend its extra 30m marketing pot doing 'cooler' work

Asos opens its first-ever pop-up store as part of a marketing shift to revive the brand
The company is investing £30m in brand marketing to rebuild its struggling image

Research Briefing: TikTok tops brands' holiday wishlist

More brands are investing in TikTok for their holiday marketing efforts.
39% of brand and retailer pros invest a lot in creating original content for TikTok.

'Destination' e-commerce stores: Why search and performance are no longer everything

Brand marketing is becoming essential to online retail, as performance marketing loses its sway.
Online retailers are creating new measures and indicators of brand perception.
Google's ranking measurements have shifted to prioritize user experience over keywords.
morebrand marketing

Queer influencers are feeling the Pride marketing squeeze

Brands are scaling back on Pride sponsorships due to pressure from anti-LGBTQ+ conservatives.

Ikea remodels remote work with paid positions for Roblox store

Ikea launches a virtual game on Roblox offering paid positions, focusing on potential employees and aiming at younger consumers.

Create a Career-Catalyzing CMO Legacy Beyond Your Tenure

CMOs have a short median tenure of 28 months, just when brand marketing gets stimulating.

Creepy big brand experiment shows how far AI art has come

AI image generators are improving in accuracy and detail but still lack human-like connection for brands.

How to measure the impact of brand marketing | MarTech

Brands are shifting investment back up the funnel to focus on the impact of brand marketing on future growth.

Retail Media Challenges Hinder Growth, Marketers Say in Cannes

Marketers facing challenges aligning measurement in the evolving commerce media landscape.

'I've never had a ROAS like this': Brands get scrappy with flyers, road trips & other guerrilla marketing tactics

Brands are getting scrappy with marketing tactics to combat rising costs.

How brands are addressing the content landfill problem

Brands need to focus on activating and maximizing the use of all their creative assets to avoid wasting resources.

Brands are embracing ad-free features on social media, like comments and DMs

Brands need to engage in comments sections for user attention beyond traditional ads.
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