Marketing

With brand budgets under pressure, marketers are reaching for every lever they can pull to make their campaigns more efficient. One area that’s often overlooked? The creative itself. Creative quality contributes to nearly 50% of media impact, according to Kantar, ahead of reach or frequency control in the pecking order. Keeping quality consistent isn’t easy, […]

WPP’s acquisition of data clean room InfoSum has raised eyebrows both inside and outside the industry, not just because of what it signals about the holding company’s ambitions but also because of what it reveals about its anxieties. Let’s start with the upside.  The holdco has bought a business it believes, rightly or wrongly, can

When Temu sneezes, paid social advertising catches a cold.  The Chinese e-commerce juggernaut has been one of the most aggressive spenders in digital advertising, blitzing Facebook and Instagram with a volume and velocity of ads few could match. But that spending spree is now showing signs of strain – thanks to a familiar force: President

Sabrina Sierant joined Mondelez more than 12 years ago, working on some of the company’s candy brands like Sour Patch Kids and Swedish Fish and its confectionery business. In December 2019, she took on marketing for the US Chips Ahoy! business, as Mondelez orchestrated a major rebrand and reinvestment in its cookie brand. Five years

It’s like that line from “The Godfather: Part III”: ​​“Just when I thought I was out, they pull me back in.” OG ad tech entrepreneurs just can’t seem to stay away from ad tech. Case in point: Firsthand, a startup that describes itself as an “AI-powered brand agent platform,” which was launched last year by

When I started working with marketers in the early 2000s, they were advertising on fewer digital channels than today, and there were fewer nefarious challenges, like fraud and malicious advertising attacks. But brand marketing has gotten more challenging over the years. Today, marketers expect their partners to monitor and measure viewability, engagement and conversions, because

The brand, a fast-growing light beer brand in the U.S., leverages its connection to the Kelce family through a story-heavy marketing approach.

To reach Gen Z, the 93-year-old brand taps into ‘90s nostalgia and enduring interest in what happens when its mints are mixed with cola.

OpenAI is exploring the idea of building a social media platform to rival Elon Musk’s X and Meta’s Instagram, according to a source familiar with the plans reported to CNBC. The project is still in early development and stems from the popularity of OpenAI’s new image-generation tool, which has been straining the company’s servers under…