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»content marketing

Will Misselbrook, chief creative & digital officer, Washington Commanders
Why The Washington Commanders Don’t Have A CMO

The newly renamed Washington Commanders are the only team in the NFL with a chief creative and digital officer rather than a marketing chief. Will Misselbrook, who hails from the UK (where football is soccer and soccer is football) took the job in 2021 after nearly three years as global head of creative at The… Continue reading »
by Allison Schiff // August 17th, 2022 //
»
Rachelle Kuramoto, VP of brand and content, Dragon Army
QR, UGC, ROI: How Content Marketers Will Win In 2022

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Rachelle Kuramoto, VP of brand and content at Dragon Army. Smart content marketers are thinking about new ways to use tried-and-true technology as well as ways to integrate new innovations… Continue reading »
by AdExchanger Guest Columnist // November 16th, 2021 //
»
Trampoline Brand Springfree Uses CDP Tech To Lower Its CPA By Leaps And Bounds

Not everyone’s in the market for a trampoline. And with the rising cost of customer acquisition, it’s vital to get the jump on consumers who are serious about making what’s both a niche and pricey purchase. For that, you need unified data across channels, said Saugar Sainju, VP of growth marketing at Goba Sports Group,… Continue reading »
by Allison Schiff // January 20th, 2020 //
»
The Rationale Behind S4 Capital’s Acquisition Of Digital Agency Circus Marketing

S4 Capital, Martin Sorrell’s scrappy new holding company, acquired Mexico City-based multicultural digital content agency, Circus Marketing, on Wednesday – its 11th deal in just over a year. Here’s why: an expanded footprint, more capacity in existing markets and data, data, data. “It’s a smart deal that makes sense for their strategy,” said Jay Pattisall, a… Continue reading »
by Allison Schiff // January 9th, 2020 //
»
BMW On Influencers: ‘These People Just Want Your Money’

Nathan Poekert has reason to be cynical about the influencer industry. As global director of communications and marketing at BMW Group he’s seen influencers Photoshop their metrics or completely whiff on their contractual obligations. He’s stumbled across engagement pod communities where influencers pool support for each other in a quid pro quo effort to game… Continue reading »
by Allison Schiff // September 23rd, 2019 //
»
New Ladders CMO To Data-Driven Marketing: You’re Hired.

Jordan Cohen’s resume has a clear theme: data-driven marketing. In April, Cohen joined Ladders, a job board for positions that pay $100,000 or more. But before going brand-side, he spent most of his career in the performance space, with recent stints at email content marketing platform Movable Ink and performance marketing company Fluent. Cohen plans… Continue reading »
by Allison Schiff // July 6th, 2018 //
»
How Marriott’s Loyalty Data Program Is Driving Its Media Ambitions

Many large brands have in-housed advertising technology as part of a data-driven marketing overhaul. But for Marriott, the data-driven plan has meant taking more ownership of media production, including travel news sites and documentary features, as data ties creative content to bottom-line results. Last year, Marriott consolidated data from its Marriott and Ritz-Carlton rewards programs… Continue reading »
by James Hercher // January 23rd, 2018 //
»
McAfee: The Goal Of Good Content Is To Educate, Not To Sell

B2B buyers are doing more of their product research online – and that was becoming a problem for security software provider McAfee. “We could grow the business when we had a seat at the table with our install base,” said Lisa Matherly, VP of content marketing at McAfee. “But when potential customers were conducting their research… Continue reading »
by Allison Schiff // November 21st, 2017 //
»
Chemistry Communications Uses PulsePoint To Make Content Distribution Programmatic

As Chemistry Communications’ clients created more content and more ambitious distribution plans, manually distributing that content to dozens of native and social platforms became untenable. Chemistry turned to Story by PulsePoint to make content distribution more cost- and time-efficient. The agency serves clients not only in content marketing, but through media buys across digital, video… Continue reading »
by Sarah Sluis // June 8th, 2017 //
»
Intel Bets Its Chips On B2B Marketing

For years, Intel’s five-note jingle was one of the most recognizable sounds on TV and helped build solid brand awareness for its consumer-facing PC business. But a jingle isn’t going to encourage network administrators at a telco to embrace Intel’s open architecture or get senior decision-makers to consider Intel’s hybrid cloud platform. “In the past,… Continue reading »
by Allison Schiff // May 16th, 2017 //
»
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