Hasta La Creative!

On Tuesday night’s “Late Show,” Stephen Colbert helpfully explained the current U.S. government shutdown with the help of beera conceit inspired by a news item: “The government shutdown is holding new craft beers hostage,” per Business Insider (“breweries can’t get labels approved for new beers”).

Colbert has done this kind of skitin which he shoehorns a bunch of brand names into a short monologuebefore. But somehow the deployment of, specifically, beer brands (just when many of us could really use a drink) makes it extra hilarious. Anyway, shout-out to Miller High Life, Schlitz, Amstel Light, Guinness, Heineken, Modelo, Yuengling, Blue Moon, Busch, Busch Light, Natural Light, Samuel Adams, Bass, Coors and Stella Artois. Plus a certain made-up beer brand called “Mueller.”

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The importance of content marketing cannot be underestimated, yet it’s still underappreciated. In the form of articles, buying guides, custom research and educational content, such marketing can bridge the chasm between top-funnel awareness efforts like TV advertising and bottom-funnel, conversion-focused efforts like search.

Yet at a time when brand marketers demand growing precision and accountability for our media buys, we have a basic problem when it comes to content marketing: We don’t have a clear understanding of its impact, audience and value. That’s a failing of technologyour ability to connect the dots between content and conversion, and then tie that to customer lifetime value, is severely limited within today’s toolsetsbut also of mindset. Both threaten companies’ future investments in content marketing.

As an industry, we can and must do better. And that starts with recognizing and addressing the pain points.

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As CES 2019 kicked off Tuesday with the usual rush to the convention floor and scramble to make it to meetings and panels on time, Adweek caught up with three CMOs from very different categories to see where their interests and expectations lie for the coming week. While Fernando Machado, CMO of Burger King and…

Trader Joe’s–the grocery store chain known for private labels, Hawaiian shirts, maritime bells and Two Buck Chuck–was once again the top retailer in consumer data company Dunnhumby’s annual survey of America’s favorite grocery stores. Dunnhumby asked 7,000 U.S. households about price, quality, digital, operations, convenience, discounts/rewards and speed to determine which of the country’s largest…

O Twitter já havia avisado no ano passado que estava trabalhando em recursos para estimular “conversas saudáveis na plataforma”, exatamente como definiu Jack Dorsey, CEO da rede social. Os mesmos recursos foram confirmados pela empresa na CES 2019 e chegam para testes já nas próximas semanas, ainda para poucos usuários. O recurso é um indicador de …

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A Amazon apresentou oficialmente na CES 2019 o Amazon Echo Auto, dispositivo que leva a Alexa para o seu carro. E apesar de mal ter sido lançado, o aparelho já acumula mais de 1 milhão de encomendas. A bem da verdade, algumas semanas atrás o Echo Auto começou a enviar convites para um “pequeno” grupo …

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