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»Advertiser

Diageo’s In-House Ad Buying Boosts Productivity And Brand Safety

As a CPG, Diageo is always looking for efficiencies. And as a spirits’ brand, it's especially vulnerable to brand safety issues. That’s why the beverage giant brought programmatic and social buying in house in North America, a decision that has driven both more control and “a lot of productivity and return,” said Jason Acker, Diageo’s... Continue reading »
by Alison Weissbrot // August 28th, 2019 //
»
How Mars Chocolate Recreates The Impulse Buy Online

Most chocolate and candy bars are bought last minute on the way to the cash register, a difficult experience to recreate online, where there is no physical checkout. Rankin Carroll, Global VP and CMO of Mars Chocolate, oversees a portfolio including Skittles, M&M’s and Snickers, and he must not only transform their business models as... Continue reading »
by Alison Weissbrot // August 22nd, 2019 //
»
The San Diego Padres Score With Vehicle-Based OOH

Major League Baseball team the San Diego Padres is calling out-of-home up to bat. In the past, the Padres generally avoided OOH advertising, because the team doesn’t have an awareness problem in its local market, said SVP and CMO Wayne Partello. Although the Padres do buy local radio and TV to drive conversions among more... Continue reading »
by Allison Schiff // August 21st, 2019 //
»
Madison Reed Enriches Its Data Strategy With A Focus On Lifetime Value

Cost per acquisition (CPA) on Facebook has increased over the last few years as news feed ad load nears saturation. That’s a big problem for advertisers like DTC hair care and coloring company Madison Reed, which spends a large portion of its budget on Facebook. The company is always on the hunt for ways to... Continue reading »
by Allison Schiff // August 19th, 2019 //
»
Why Security Company ADT Brought All Of Its Media Buying In House

Smart home devices are not the first things that come to mind when consumers think of ADT. That caused a perception issue for the 145-year-old home security brand, which is one of the largest smart home security providers in the market. So when ADT brought on ex-Chewy.com, Amazon and eBay marketing exec Jochen “JK” Koedijk... Continue reading »
by Alison Weissbrot // July 26th, 2019 //
»
Del Monte Evolves Its Media Strategy Around A New Product Portfolio

Consumer food preferences are changing almost as quickly as their media habits. For 130-year-old packaged foods brand Del Monte, keeping up with both required a major revamp. Del Monte used branding marketing campaigns to increase awareness of its canned fruits and vegetables and shopper marketing tactics to drive purchases. But with consumers gravitating toward fresh,... Continue reading »
by Alison Weissbrot // July 8th, 2019 //
»
How Unilever Navigates A Messy Media Landscape

CPG giant Unilever has 400 brands in its portfolio. Multiply that by a fragmented media landscape, an international consumer base and a crowded vendor ecosystem and it’s fair to say that Unilever’s global media manager, Luis Di Como, has a complex job. Unilever, in Di Como’s view, has four main challenges when it comes to... Continue reading »
by Alison Weissbrot // June 18th, 2019 //
»
Qualcomm Keeps Its 5G Marketing Push On Track, Despite External Challenges

Qualcomm CMO Penny Baldwin has the unique challenge of marketing a behind-the-scenes brand. While Qualcomm technology powers smart phones with wireless cellular technology, video streaming and mobile GPS, most people outside of the technology world may not even realize it exists. “Qualcomm has been somewhat of a silent, invisible brand in the background,” Baldwin said.... Continue reading »
by Alison Weissbrot // June 11th, 2019 //
»
Renault Speeds Into Dynamic Creative For Formula 1 Season

The French automaker Renault goes big for its marketing push around the Formula 1 motor speed races. But Formula 1 fans and Renault customers live all over the world, so the brand needed to reach audiences with different languages and cultures in a way that resonated. The challenge wasn’t just a global one, but a... Continue reading »
by Alison Weissbrot // May 30th, 2019 //
»
Marketing Mistakes Can Sometimes Be A Good Thing

Oops emails, TBD subject lines, sending messages to the wrong segment, sending notifications at the wrong time – even the most data-driven marketer is going to screw up sometimes. Embrace the mistakes, said Spencer Burke, VP of growth at Braze, speaking at the MAU show in Las Vegas on Wednesday. “It’s not something you need to... Continue reading »
by Allison Schiff // May 3rd, 2019 //
»
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