Ingredients In Great Beer: Yakima Valley’s Light, Heat, and Water

Hops are the floral element in beer, and he who farms the best hops wins the hearts of passionate beer makers and drinkers—for instance, the people who work for California brewery, Firestone Walker. The brewery has made a short film that celebrates the brewer’s journey and the agricultural roots of beer. The film follows Brewmaster […]

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Modernizing the Marketing of 160-year-old Health Care Giant Bayer

The success of any good relationship, personal or professional, can come down to one thing: trust. For global pharmaceutical and biotech company Bayer, that’s where things began with Oliver Group, the BrandTech Group-owned marketing consultancy. “We just became an extension of what they were doing as brand marketers,” said Kristi VandenBosch, president of Oliver US….

WeTransfer Appoints Angelique Temple as CMO to ‘Supercharge’ Brand

As it looks to scale up its subscription offering and increase its global reach, WeTransfer has found a new chief marketing officer (CMO) in Angelique Temple. The exec has joined the business from the unrelated WeWork, where she spent four years as vice president of growth and revenue marketing. There, she was responsible for the…

The Future of Content Is Personalized 

Personalization is the future of content as consumers look for ideas and entertainment beyond “traditional” social feeds on surfaces that are both tailored to their interests and privacy. To remain competitive, brands will not only need to diversify their media mix across platforms, they’ll need to deliver more snackable, visually compelling stories that “click” with…

Data Powered Marketing: A Framework for Engagement

Beverly Jackson, global vp of brand and consumer marketing for Twitter, stopped by Adweek’s Social Media Week to share her successful formula for delivering breakthrough marketing campaigns that deliver big results, including how brands can tap into millions of social conversations to unlock valuable data and insights, how the creator community can amplify your most…

Laptops Light Up the Sky in Cinematic Ad From Asus

Focusing on the grand brand platform “Incredible Comes From Within,” a global campaign from Taiwanese technology company Asus aims to celebrate creation of great things through the release of its latest Zenbook series, centered around a film showcasing the ability to create light art in the night’s sky. Created by Looping Group, which was appointed…

Building a Successful Branded Content Playbook With Colman Domingo 

With a career spanning over three decades, a quick glance at Colman Domingo’s r?sum? reveals he’s pretty much done it all: plays, musicals, television, movies, talk shows, playwriting, and directing. In one of his more recent projects, Domingo partnered with AMC Networks to launch Bottomless Brunch at Colman’s. What started off as a branded content…

The Brands Reviving the Lost Art of Letter Writing to Drive Loyalty

In a world abuzz with Whatsapp pings and email notifications, handwritten notes are a rarity. Whether it’s a poem in a birthday card, an apology letter or silly scribble on a Post-It, the written word has the ability to evoke emotions in ways that can elude the digital form. Customer loyalty–and the drivers behind it–are…

Instagram Tweaks Ranking System to Give Original Content More Visibility

To give original content on its platform more visibility, Instagram is making some changes to the algorithm that controls its ranking system. An Instagram spokesperson said the updates to the ranking algorithm will make users’ feed less likely to recommend reposts of Reels and accounts with content filled with reposts from other users. Head of…

Oatly’s Editorial Team Aims to Break Storytelling as We Know It

Best known for its boisterous billboards and TV ads mocking dairy-loving dads, Swedish plant-based brand Oatly has never been afraid to take risks. Recent investments in a spoof true-crime podcast and a puppet-fronted YouTube series show this ethos is bleeding into its branded content too. So much so, it’s been quietly building an entire editorial…

This Connected TV Channel is Making Money From Branded Content, not Ads

Lightbeam.TV, a video publisher, is creating a TV channel funded by branded content, rather than 30 and 60-second spot commercials. The startup currently exists on social channels like Instagram and TikTok and is set to debut as a connected TV publisher in 2023, according to CEO and co-founder Stephanie Sharis. As a TV channel, it…

Cannabis Brand Develops New Show for VICE TV

Weedmaps is producing a new, original cannabis-centric docuseries called Tumbleweeds with Killer Mike. Hosted by rapper and activist Killer Mike, the series was produced by Wheelhouse DNA and Wheelhouse Labs and distributed through VICE Media Group. The first two episodes of the four-part series will air on VICE TV on April 20 starting at 10 […]

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Google’s Taskmaster Partnership Falls Foul of Britain’s Ad Regulator

In late October last year, British broadcaster Channel 4 announced that it was to enter a six-week partnership with Google and Avalon, the latter of which created the comedy series Taskmaster. This would see a takeover of an entire ad break each Thursday evening during the broadcast of an episode for the duration of the…

Top YouTube Marketing Trends You Should Already Be Using in 2022

It’s well known that YouTube is one of the most-visited websites in the world. This makes it critical to identify the latest YouTube marketing trends to get an edge above the rest and make your presence felt on it. But why should you leverage YouTube for marketing in the first place? One of the major…

Affiliate Content Is Bringing Brand and Performance Marketing Together

Content’s role in affiliate marketing has been growing at a rapid clip in recent years. In 2019, content accounted for 40% of affiliate traffic–by 2020, content’s share of traffic had grown to 50%, and in 2021, it was reported content drove 65% of traffic. By our own estimation, content-driven affiliate traffic continues to grow much…

7 Digital Marketing Strategies to Boost Lead Generation

It’s never been easier, or more challenging, to find and engage with new customers. But for sustainable revenue growth through steady customer acquisition, generating leads isn’t enough. You need to make these leads convert. And that’s where the money lies. Before discussing the top ways to generate leads, you first need to understand that different…

Super Bowl LVI Brand Advertising Highlights (A Monday Mandatory)

The Pepsi halftime show won the Super Bowl. #HipHopWonTheSuperBowl I can see the argument for this claim. A star-studded 14-minute hip-hop medley has the kind of impact that no ad will ever deliver. But does it make people want to drink more Pepsi? This ROI question hangs over all the brands who invest in Super […]

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Alfonso Marian Named Global CEO and Creative Officer of Mediabrands Content Studio

IPG’s Mediabrands Content Studio (MBCS) has named Alfonso Marian its new chief executive and head creative. Marian comes from Ogilvy, where he was chairman of Ogilvy Spain and co-chief creative officer of Ogilvy New York. The company’s move and the leadership changes come as its parent company, IPG, is broadening the size and scope of…

How WeTransfer Went From Tech Service to Oscar Qualifier

To many people in the creative industry, the file-sharing service WeTransfer is a functional backdrop of their workdays. But the tech company is also the co-creator of a film that has qualified for the Oscars. The Long Goodbye–a short film made by WeTransfer’s editorial platform, WePresent; actor and musician Riz Ahmed; and director Aneil Karia–won…

Media.Monks Strengthens in Italy, Merging With Content Business Miyagi

Media.Monks has merged with creative content marketing agency Miyagi, which will see it form its content practice in Italy. The deal will add to the S4 Capital-owned business and integrate the strategy, creativity and production expertise of Miyagi into Media.Monks, with Miyagi’s staff of 70 based in Milan joining the group. Founded in 2013 by…