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»Advertiser

French Grocery Chain Swaps Print Circulars For Programmatic

Intermarché, the third-largest supermarket chain in France, distributes close to 970 million printed circulars a year. Beyond requiring beaucoup papier, “a lot of younger people simply don’t read them anymore,” said Anne-Marie Gaultier, Intermarché’s CMO. And that’s if they even receive them. It’s difficult for Intermarché to know if its flyers are making it into... Continue reading »
by Allison Schiff // February 17th, 2020 //
»
GoPro Shoots For Growth In A Market Crawling With Competitors

Todd Ballard, GoPro’s CMO, has his work cut out for him: Encourage people to buy action video cameras when nearly half the humans on Earth already have access to a sophisticated, high-quality camera embedded directly in their phone. Once a darling of Wall Street, GoPro’s stock has mainly been on a downward spiral, with a... Continue reading »
by Allison Schiff // February 4th, 2020 //
»
4 Ways The Death Of The Cookie In Chrome Could Affect Marketers

Ad buyers aren’t thrilled about Google Chrome’s decision to phase out third-party cookies, but they’re thankful it’ll take about two years; Safari and Firefox didn’t extend such a courtesy. During that time, most buyers intend to rebuild their targeting and measurement strategies. But Google’s proposed Privacy Sandbox solution is still too theoretical for there to... Continue reading »
by Alison Weissbrot // January 17th, 2020 //
»
6 Brand Leaders Offer Their 2020 Predictions

Throw a brick and you’ll hit a 2020 marketing prognosticator, but in a way there’s only one cohort whose predictions matter in this industry: the marketer, who sets strategy and writes all the checks. So we asked six leading brand marketers the following question: "What will be the biggest challenge and opportunity for marketers in... Continue reading »
by Zach Rodgers // January 2nd, 2020 //
»
Hungryroot: ‘Our Real Growth Opportunity Comes From Retention, Not Acquisition’

The direct-to-consumer food space is hugely competitive. You’ve got the meal kit delivery guys such as Hello Fresh, Plated and Sun Basket; the online grocery delivery folks, including FreshDirect and Peapod from Stop & Shop; and Grubhub, DoorDash and Uber Eats for people who can’t be bothered with meal prep. And then there’s Hungryroot, a... Continue reading »
by Allison Schiff // November 27th, 2019 //
»
Tim Armstrong: Rely Too Much On Third-Party Platforms And ‘You’re Really Putting Yourself At Risk’

Ever fall down the YouTube rabbit hole or mindlessly scroll through the news feed and then suddenly wake up 30 minutes later with no idea where the time went? Of course you have – and so has Tim Armstrong, former CEO of Oath (now Verizon Media) and AOL. The current business model of the internet is... Continue reading »
by Allison Schiff // November 22nd, 2019 //
»
‘The Biggest Issue Is Validation’: How Unilever Tackles Influencer Fraud

Most of the information brands have about influencers is flawed. “There’s no validating evidence from the platforms,” said Casey DePalma McCartney, head of PR, influencer marketing and digital engagement at Unilever, at an ANA conference in New York on Thursday. “The biggest issue is validation of the data.” Since Unilever sparked an industry conversation about... Continue reading »
by Alison Weissbrot // November 22nd, 2019 //
»
The Glenlivet’s Marketing Mix Is A Cocktail Of Digital, Social And Experiential

The single malt scotch category calls to mind images of cigar-puffing captains of industry sitting on expensive leather chairs in exclusive smoke-filled clubs. The Glenlivet is looking to change that perception with a marketing strategy focused on attracting new customers with a progressive attitude, said Sona Bajaria, VP of marketing at French multinational wine and... Continue reading »
by Allison Schiff // November 21st, 2019 //
»
Pandora Jewelry Digs Into The Data To Revamp Its Brand Experience

For years, Pandora Jewelry sat comfortably at the top of its category. And then it noticed a disconcerting mystery: a drop-off in customer consideration. “People know us,” said Charisse Hughes, CMO at Pandora Jewelry. “The question is, why aren’t they buying?” Hughes has been leading a two-and-a-half year effort to get to the bottom of... Continue reading »
by Alison Weissbrot // November 1st, 2019 //
»
Mondelēz Refines Its Brand Safety Strategy With Prebid And A Dose Of Due Process

Mondelēz takes a better-safe-than-sorry approach to programmatic. Sex, drugs, news, violence – any content that could lead to a negative association with one of its brands goes on the block list, said Jennifer Mennes, North America media director for Mondelēz International. But the initiative wasn’t always efficient. Mondelēz was running post-bid measurement and paying for blocked... Continue reading »
by Allison Schiff // October 28th, 2019 //
»
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