Let’s play a game of Guess the Advertiser. Ready? Picture an attractive young woman in a sundress strolling through a field of lavender–in Provence, perhaps, or maybe someplace in Portugal. She trails her hands along the blossoms, then luxuriates on her back amid the luscious hedges. What brand would use footage like this? L’Occitane, right?…
If you’ve used a credit card, flown an airline, shopped at a hardware store or had software correct your grammar or fill out your tax return, you’ve interacted with a business-to-consumer company. Or have you? For various companies, the product or service they offer consumers has value to businesses as well. Retailers require payment systems,…
Faced with the concurrent problems of overflowing landfills, a warming climate, and–on a much more quotidian level–the incredible headache of moving or replacing furniture, brands like Kaiyo and Fernish are building more circular, sustainable and convenient ways of furnishing our homes. When it comes to furniture, waste is growing fast–and major barriers to recycling remain…
Davide Grasso might not be a household name, but the brands he’s led certainly are. Over the course of 12 years, Grasso rose steadily through the ranks at Nike, starting as brand marketing director in the U.S., then overseeing Asia-Pacific marketing (including the 2008 Olympics in Beijing) and subsequently heading up Nike’s global football effort….
The speed of technological innovation continues to accelerate. It seems like just yesterday we were fawning over the metaverse when ChatGPT bashed down the door as the next trend for agencies to utilize and monetize. With technology overload, agencies need specialists who can keep up with these dizzying changes and can spot how best to…
The agency pitching process is broken, bloated and overtly complex, according to a new Forrester Research report. Fixing the model requires both brands and agencies to make major changes, said the report’s author, Forrester principal analyst Jay Pattisall. Making those changes will be economically beneficial for everyone involved, and probably lead to happier partnerships. At…
Earlier this week, the Association of National Advertisers held its annual Advertising Financial Management Conference that gives marketers and agencies a look inside procurement, the financial side of agency-client relationships and the economy as a whole. Adweek’s marketing and agencies team sat in on nine panels to highlight the biggest takeaways from the conference that…
In the United States, Formula 1, Haas Racing and MoneyGram are all bound by one common trait: potential. Before 2022, Formula 1 never hosted more than one event in the U.S. in a year–if it held one at all. Since the race circuit’s Drive to Survive series caught viewers’ attention on Netflix during the pandemic,…
Late last summer, television host and comedian John Oliver used this metaphor to describe carbon offsets: “[It’s] like winning a Kid’s Choice Award. It doesn’t really mean much, but it will help you temporarily look a little bit greener.” A kid covered in Nickelodeon’s trademark green slime then appeared on the screen next to Oliver–resulting…
What distinguishes a good business gift from a bad one? Where it ends up after you open it. According to a survey of 158 b-to-b marketing leaders released late last year by Forrester Consulting and direct-mail marketing firm PFL, 81% say they are very likely to open a package that arrives for them at work….
In August 2022, an ad for Unilever’s Persil brand was banned by the U.K.’s advertising watchdog, the ASA, for claiming the detergent was “kinder to the planet.” Part of its longstanding “Dirt Is Good” campaign, which espouses the benefits of getting muddy while encouraging young people to act on social and environmental issues, the TV…
Since 2015, Charles Skuba, professor emeritus at Georgetown University’s McDonough School of Business, has taught an elective course on luxury marketing. And to each class, he gives the same assignment. A wealthy relative, he tells his pupils, plans to give each of them a gift of $50,000 on graduation day–with the proviso that the money…
A relaxed, vulnerable, behind-the-scenes moment with an athlete or celebrity is one of the most coveted commodities of the digital age. It’s also extremely difficult to achieve if your media agency is intimidated by a star’s entourage, or the talent has to uncomfortably discuss the concept with someone who’s never shared their spotlight. Almost a…
When Mo Said left Droga5 to start his own agency in 2018, he launched Mojo Supermarket with a couple of key tenets to guide the shop. He pledged to only collaborate with brands and people the agency loved, and not to work for free. Following that framework, the agency has soared to $16 million in…
There is a cyclical trend within global marketing teams, vacillating from a centralized structure to one that is decentralized. Which way a brand goes depends largely on the economy and the cost savings that can be had. Despite success by major brands in running local, decentralized teams, the pendulum is swinging toward more centralized systems….
Moments after Mastercard chief marketing and communications officer Raja Rajamannar finished his talk on experiential storytelling and stepped off the stage at SXSW 2019, a colleague from Mastercard approached him to casually pitch a new product: a credit card for people who are blind or have limited vision. One of the hot topics of conversation…
Much has happened since the White House declared Covid-19 a national emergency three years ago. Millions of people downloaded TikTok. Bars and restaurants closed, then either reopened or went out of business. Office workers went home. Many are still there. The pandemic also altered people’s sense of community. This shift in culture presents marketers with…
To get the full picture of Doug Zarkin’s marketing turnaround of Pearle Vision, it helps to imagine the CMO poring over his aging father’s inbox. “At some point, we all have to start parenting our parents,” said Zarkin, who became vice president and chief marketing officer of the eye care brand in 2012, when his…
At the 95th Academy Awards on Sunday, Disney is set to make several new properties part of your world. Last year’s awards bounced back from a ratings low with an average of 16.6 million total viewers and a 3.8 rating in the key adults 18-49 demo. And the company is looking to build on those…
The brief was simple: Make an ad that’s as relatable as possible to be seen by 100 million people. That was the goal Kia America vp of marketing Russell Wager set for his agency David&Goliath for the brand’s 14th Super Bowl commercial. Oh, and the stunt-filled spot, which came in at No. 11 in the…
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