P&G’s Marc Pritchard Challenges Marketers to Pursue Growth in New Ways

Now is not the time for marketers to avoid conversations about periods or explosive infant pooping: Now is the time for growth. Following several years of pandemic-driven uncertainty and faced with a market continually troubled by geopolitical upheaval and rapid technological advances, Procter & Gamble chief brand officer Marc Pritchard took the stage for his…

P&G’s Marc Pritchard Challenges Marketers to Pursue Growth in New Ways

Now is not the time for marketers to avoid conversations about periods or explosive infant pooping: Now is the time for growth. Following several years of pandemic-driven uncertainty and faced with a market continually troubled by geopolitical upheaval and rapid technological advances, Procter & Gamble chief brand officer Marc Pritchard took the stage for his…

How New York Comic Con Brings the Brands to the Fans

From Oct. 11-14, more than 200,000 people made the pilgrimage to Manhattan’s Javits Center for New York Comic Con, the annual gathering of fans across movies, television, comic books, anime and video games. The massive convention floor was filled with activations of all sizes from some of the world’s most recognizable brands like Marvel, Nickelodeon…

Glenmorangie’s CMO-Turned-CEO Raises a Glass to Creativity

For luxury conglomerate LVMH, Scotch brand Glenmorangie is a jewel in the crown of its wine and spirits portfolio. In 2022, the category brought in just over $7 billion in revenue for the French group. Since 2018, Glenmorangie doubled its profits and charted record sales under the leadership of former president and CEO Thomas Moradpour….

Why Adidas, Alaska Airlines and Gatorade Had a Brand Breakfast With Julio Rodríguez

Seattle Mariners centerfielder Julio Rodr?guez is many brands to many people. To viewers, his Instagram feed, YouTube channel, TikTok and new website–he’s The J-Rod Show. To fans in the outfield at T-Mobile Park in Seattle, he’s the wall-climbing patroller of the No Fly Zone. To the nearly 20 brands he’s partnered with during his two…

LG Has Been Saying ‘Life’s Good’ for 20 Years. Now, It’s Finally Explaining What That Means

Twenty years ago, Times Square swelled with millions of tourists who’d flocked to New York to start their holiday shopping and marvel at 161 megawatts’ worth of electronic billboards. The world’s leading brands had all paid top dollar for a piece of this spectacle and, several stories above the sidewalk, they vied for attention: Toyota,…

How Convenience Stores Aim to Remain True to Their Name

In the 1980s, U.S. convenience stores had a dilemma: embrace pay-at-the-pump or not? Those in favor argued the self-service technology made life easier for people looking to fill their car with gas and go. Those opposed worried it would prevent customers from entering the store, where they might purchase a bag of Twizzlers or can…

Why Brand Assets Are So Important in B2B Marketing

Oracle is instantly recognizable by its bold red logo. Salesforce has Astro Nomical, its “warm and welcoming” mascot. Intel has that catchy chime. These are all examples of “brand assets,” and they’re increasingly important to B2B marketing success. At LinkedIn’s B2B Institute, we commissioned one of the biggest studies ever on B2B branding. We partnered…

The Philadelphia Inquirer Launches Brand Campaign Celebrating Its ‘Philly Bias’

The Philadelphia Inquirer unveiled a multiplatform, multi-month brand marketing campaign today, part of a broader effort from the 194-year-old publisher to reintroduce itself to readers following a brand refresh spearheaded by chief executive and publisher Lisa Hughes. The campaign, created by Philadelphia media agency Red Tettemer O’Connell, centers around the sense of pride Philadelphians have…

Captain Morgan’s First 0.0% Booze Ad Asks, ‘Why You Always Whying?’

If you’ve spent any amount of time on X (formerly Twitter) since 2015, chances are you’re familiar with Nicholas Fraser–the face of the “Why You Always Lying?” meme. Fraser first rose to fame eight years ago with a Vine video of him performing a funny, homemade song his backyard to the tune of the 1998…

Mastercard’s CMO on Driving Revenue From Web3 Initiatives and Brand Sonic Identity

This year started on a musical note for Mastercard with the launch of the Mastercard Artist Accelerator in April, a Web3-based program supporting emerging artists. So far, the results are music to Mastercard’s ears. The financial payment processor’s bullish Web3 investments have positioned Mastercard as a technologically advanced company that has led to a positive…

Luxury Brands Are Moving From Haute Couture to ‘Haute-spitality’

For London Fashion Week in September, Burberry gathered the glitterati to peruse its Autumn/Winter 2023 collection in an unlikely setting: an old-fashioned greasy spoon with checkered curtains on the windows and over-easy eggs on the plates. The tie-up with Norman’s Caf?, situated in the U.K. capital’s Archway area, was a testament to the vision of…

Olivia Rodrigo Shows Sony How to Make Gen Z Headphones

Olivia Rodrigo is a three-time Grammy winner, a multiplatinum artist and–for the better part of next year–a relentless touring salesperson for her latest album, Guts, released earlier this month. To Sony Electronics, however, she’s both a creator and instructor. Last year, Sony released its $200 LinkBuds S wireless earphones as a go-between for its $280…

What Marketers Can Learn From the Indomitable Deion Sanders Brand Playbook

Everybody’s eyes are on Coach Prime this fall. Deion Sanders, a pro player-turned-coach Hall of Famer, has captivated football fans throughout his career with his larger-than-life talent and personality. As for career success, Sanders is the only athlete to play in both a Super Bowl and a World Series. In the last year, he left…

Proud of Your Brand’s Offbeat Spelling? Maybe You’d Better Check the Dictionary

If you were to look up the famous French perfume Chanel No. 5 on Wikipedia, you’ll come across an admonition right up at the top: “Not to be confused with Channel 5.” Hang on. Who could possibly confuse a French luxury fragrance with a TV network? Turns out, plenty of people. Consider the results of…

Why Zach Braff and Donald Faison

When it comes to crafting creative, brands can get too focused on the product and forget to include the creativity: the stuff that evokes some sort of emotion. T-Mobile’s long-running partnership with comedic actors Donald Faison and Zack Braff has elevated that brief into beloved campaigns that have gone all the way to the Super…

Social Media Malpractice: Hijacking a Brand’s Social Account

It started with a move that a social media marketing manager (SMM) thought industry peers would rally behind. A former NBA employee woke up and chose violence on the league’s Facebook page this morning pic.twitter.com/e8KkIl0z4m — Joe Pompliano (@JoePompliano) August 21, 2023 The now-former SMM’s post from the NBA account about fair pay and balanced…

Netflix Beats McDonald’s, Nike as Gen Alpha’s Favorite Brand

Members of Gen Alpha–those born after 2010–may not yet have the same purchasing power as their Gen Z and millennial elders. However, brands put off getting to know them at their own peril because this demographic had already made up its mind about what’s cool, and what isn’t. Netflix has been crowned the “coolest” brand…

Take a Page From the Motion Identity Playbook

It’s no secret that the social media landscape is changing at a breaking speed. Instagram and TikTok are placing evermore emphasis on video, tweaking their algorithms to favor moving content over static images. Reels are drawing the lion’s share of attention in people’s feeds, and we’re yet to see the full impact of Generative AI…

Hyper-Realistic CGI Ads Are Taking Over Your City, And Your Timeline

A giant Barbie towers over Dubai’s business district, unfixing her long limbs from a plastic Mattel box as high as the Burj Khalifa skyscraper. Meanwhile, in London an underground carriage adorned with eyelashes rolls into a station, coating them with a lick of Maybelline’s “Lash Sensational” mascara on the way. These aren’t real ads, they’re…