On this episode of Brave Commerce, Simon Miles, vp of global omnichannel commercial strategy at The Coca-Cola Company, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about strategies for navigating the complexities of the global marketplace, breaking down silos within organizations and driving innovation in retail media. Miles opens the conversation by highlighting the…
On this episode of Brave Commerce, Gabrielle Wesley, chief marketing officer at Mars Wrigley, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about brand strategy, the importance of Halloween in the candy industry, and the company’s commitment to fostering an inclusive internal culture. Wesley delves into how Mars Wrigley ensures its brands remain culturally…
On this episode of Brave Commerce, Andrew Katz, chief marketing officer at Athletic Brewing Company, joins hosts Rachel Tipograph and Sarah Hofstetter to talk about the evolving nonalcoholic beer market and how Athletic Brewing is seizing this opportune moment. Katz takes us on a journey into Athletic Brewing’s origins, tracing it back to founders Bill…
Why on earth would a brand whose product can’t be boxed up and shipped out advertise on a retail media network, you ask? Let me count the ways. But first, what is non-endemic advertising, and why is it effective? Non-endemic advertising is precisely what it sounds like: brands that are not endemic to a retailer’s…
Keeping up with shifting shopping habits pushed many legacy advertisers into making big changes fast. Unilever, the 90-year-old advertising behemoth that manages more than 400 brands, changed its organizational structure in 2022 to better mesh brand and performance marketing and come up with a full-funnel approach. Most consumers are at least familiar with its haircare…
Advertising investments should grow 5% this year, according to a new industry forecast released today by analyst Brian Wieser. Marketers and advertisers should regard this relatively modest growth as a return to normal, pre-pandemic economic conditions. Since ecommerce boomed during the pandemic and led to increases in retail media investments and other online direct-to-consumer sales,…
There’s no sign of a slowdown for retail media networks (RMN). However, as with any emerging technology, for the brand budget investment to continue flowing, RMNs must work toward standardization, something Europe’s Interactive Advertising Bureau aims to achieve by bringing together retailers in the region. Retail media is currently the third fastest-growing advertising channel, forecast…
In this episode of Brave Commerce, Amina Pasha, chief marketing officer at Thrive Market, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the intricacies of mission-driven marketing and the strategies that have fueled the ecommerce retailer’s growth. Speaking about leadership and brand experience, Pasha highlights that being a leader in the marketing field goes…
On this episode of Brave Commerce, Vinny Rinaldi, head of media and analytics at The Hershey Company, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the significance of holistic understanding, collaboration, data-driven insights and consumer-centric strategies in marketing. Rinaldi’s career journey stands out for its curiosity-driven approach. He describes his career as a series…
In this episode of Brave Commerce, Pierre-Yves Calloc’h, chief digital officer at Pernod Ricard, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the evolving landscape of the alcohol industry, shifts in consumer behavior and the impact of digital transformation. Talking about the dynamic nature of marketing within the alcohol industry, Calloc’h highlights the expansion…
As Ukraine continues to fight for its sovereignty against Russia’s invasion, the country is also attempting to shore up its economy. As part of that, a nonprofit organization and campaign, Spend With Ukraine (SWU), has been established to promote products and services that are available for access to customers all around the world. The online…
As back-to-school season rolls around, it’s a given that parents will worry about the welfare of their progeny–their safety, academic performance, the risk of cyberbullying and even what’s in the cafeteria lunches. But a survey conducted by OnePoll a few years ago revealed a concern that few people talk about: 42% of parents admitted they…
Before the pandemic, UM was working with a handful of clients on retail media and commerce investments that totaled about a few hundred million dollars in billings. Now, as many 40 clients are driving $2 billion in global commerce billings for the agency. The retail media space is ballooning, and not just at UM. By…
Walmart launched the View in Your Home augmented reality platform in its flagship mobile app in 2022, allowing shoppers to see a selection of products in AR before making a purchase. Now, the retailer is expanding its View in Your Home offerings with new AR features. Shoppers can now place multiple items into the room…
In this episode of Brave Commerce, Diana Haussling, svp and general manager of consumer experience and growth at Colgate-Palmolive, joins hosts Rachel Tipograph and Sarah Hofstetter to share valuable insights into navigating the corporate world, making brave career choices and building meaningful relationships that foster professional growth. Haussling’s approach to leadership stands out as she…
Retail isn’t dead. At least not in the way you think. The biggest takeaway from Commerceweek 2023 was that today’s customers care more about the shopping experience than the actual transaction. Savvy marketers are responding by driving innovation and delivering individualized commerce. Catch up on all the great insights with every main stage and workshop…
In this episode of Brave Commerce, Hamid Saify, senior vice president of digital retail at Liquid Death, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss marketing strategies that disrupt traditional ecommerce markets. Hamid shares that Liquid Death’s exceptional success lies in taking a basic product like water and marketing it with the same energetic…
As the retail media sector expands and evolves, moving up the marketing funnel to include formats such as display, video and connected TV, it becomes even more important for companies to find ways to appear in contextually relevant and brand-safe environments. Rose Jia, head of growth marketing at Amazon, and Melanie Zimmermann, vp of Macy’s…
The instant commerce industry–made up of companies promising groceries and other essentials delivered in 30 minutes or less–has taken convenience to the next level, fulfilling consumers’ wants and needs in mere minutes with just a few clicks. During Adweek’s Commerceweek, Daniel Folkman, svp of business at the instant commerce company Gopuff, talked delivering convenience with…
“Sometimes people say being early is the same as being wrong,” said Stu Landesberg, founder and CEO of sustainable home care brand Grove Collaborative. “I believe being early is the same as having a head start.” This mantra has been fully embodied by the work of Grove Collaborative. From humble beginnings in a 900-square-foot storage…
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