When Kevin Warren took on the role of UPS CMO in 2018, he faced a head-scratcher of a problem. The company was losing market share with small- and medium-sized businesses despite their dependence on a shipper like UPS. Warren’s team surveyed customers, including a persona test, and discovered that customers pegged UPS as an older,…
Imagine walking into the first day of your new role as a CMO to find your biggest rival has used a Super Bowl ad to declare war over … corn syrup. That was Michelle St. Jacques’ introduction to Molson Coors in 2019. Navigating the great corn syrup marketing kerfuffle of 2019 didn’t deter St. Jacques…
“Unboring My Boardroom” mostrou para as agências participantes como é a jornada do consumidor dentro da plataforma
Leia Com reality show B2B, Pinterest transforma salas de reunião de agências em espaços criativos na íntegra no B9.
If you’d been lucky enough to catch Bill Gates on the talk circuit in the 1990s, you might also have noticed a fresh-faced assistant at his side, often carrying a canvas bag stuffed with books about everything from China to the U.S. military to how to improve your bridge game. That tenderfoot was Chris Capossela,…
The first-ever Lego toy might be unrecognizable to current players: It was a wooden duck, fashioned in a workshop opened by Danish carpenter Ole Kirk Christiansen in 1932. The plastic brick–now the cornerstone of the brand–wasn’t introduced until 1949. Today, Lego is known for the colorful bricks that generations of children have spilled onto their…
As an undeniable authority in the tech and printing space, HP doesn’t have to worry about raising consumer awareness. Since stepping into his global CMO role in 2018, Vikrant Batra has instead focused on uniting a diverse catalog and consumer base under a central message. Whether HP is selling 3D printers to global companies or…
If you’ve seen a marketing campaign from Disney in the last few years, chances are Shannon Ryan has had her hand in it. Since she joined the company in 2019, Ryan’s marketing purview has expanded to include ABC Entertainment, ABC News, Freeform, Onyx Collective, Disney Television Studios, Disney Branded Television, National Geographic and Hulu’s overall…
Marca mantém a receita que lhe rendeu Grand Prix de Filme em Cannes Lions 2023
Leia Com foco em bateria e segurança, Apple lança mais dois comerciais divertidos para iPhone 14 na íntegra no B9.
Understanding customer use cases is a core part of a marketing strategy, but JPMorgan Chase CMO Carla Hassan is the rare Fortune 500 executive who can recall these kinds of customer success stories offhand. This is because Hassan’s imperative is customer centricity. Much of the work she’s done on behalf of the brand centers on…
After initial public offerings and breakneck hiring in 2021 and early 2022, job openings for ad-tech roles have dramatically slowed in the past year, according to recruiters and industry sources. New jobs are down by approximately 60% since June 2022, when hiring first began to slow, said Josh Marmer, managing director of digital recruiting at…
‘Two Miles an Hour’ by Ludacris provides the perfect backdrop for a dusty tale about iPhone 14 Plus’ battery life.
Warning: Google Chrome’s latest campaign might “Break Ya Neck.” That’s because the search engine has partnered with the legendary purveyor of some of hip-hop’s fastest flows, Busta Rhymes, alongside fellow rapper, Lil Yachty, and McLaren F1 racing driver, Lando Norris, for a high-octane music video showing how Chrome satisfies the need for speed. In the…
Gen Z is the driving force behind several trends—middle parts, TikTok videos and influencer marketing are just a few. Yet one thing the cohort is especially good at is attracting new popularity to established brands. That skill is evident in Ad Age’s 2023 list of America’s Hottest Brands, an annual feature including 20 products, people and services. Nearly half of the marketers on the list were founded prior to 2000, but have found newfound fame and virality thanks to the attention of a generation that largely wasn’t yet born when the brands began.
The pop superstar’s global outing spotlighting her decades of hits will begin in October in Europe. “My focus now is my health,” she wrote on social media.
Nine-year-old Ella is like many other children born in an age of social media. Her parents often post about her life on the platforms, sharing birthday parties, play time and silly moments. But neither Ella nor her parents are aware of how these carefree posts could harm her future. The latest campaign from telecommunications company…
The new feed is one of several features unveiled at TwitchCon Paris.
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