Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Weird First Dates … I Mean Data Nothing beats the holidays for first-party data gimmicks, but summer is putting on a show. On Friday, Cheetos, a Pepsi brand, announced a giveaway for “fannie macs” – as in fanny packs for summer festivals that […]
Normally, when Kellogg’s launches a new product, it goes all out with national marketing and big TV budgets. But Kellogg’s broke all its own rules when its 12-person “speed team” created and brought to market two new products in less than a year: Joybol, a protein-packed smoothie bowl, and Happy Inside, a prebiotic and probiotic […]
When CKE Restaurant Group, the owner of Carl’s Jr. and Hardee’s, launched a Kellogg’s Froot Loops-inspired mini doughnut last Thursday, it needed to make sure customers walked through its doors to buy. So CKE went all-in on digital with a campaign that spanned YouTube, Instagram, Snapchat, Spotify and Twitter and included a custom partnership with […]
by Allison Schiff, Alison Weissbrot, Sarah Sluis, James Hercher and Ryan Joe Getting a big brand to shift its marketing approach is about as easy as moving a planet out of orbit. Yet, many see the writing on the wall: If they don’t change, consumers will leave them behind. As such, big marketers have to […]
The past couple of years have been tough for CPGs, as consumers move toward fresher and healthier items and ecommerce disrupts the way goods are sold. The Q1 earnings season has only reinforced the trend. At Kellogg’s and Kraft-Heinz, net sales fell about 3% year over year in Q1 2017. Mondelez grew organically a meager […]
Last week’s layoffs at demand-side platform (DSP) Turn underscored uncertainty in the way advertisers and agencies pay for their buying platform technology. Turn invested heavily in implementing a SaaS-based revenue model – one that priced the technology on a monthly subscription basis – and that investment ultimately did not pay off. By extracting the cost of […]
Krux is looking to overcome its industry perception as a publisher-focused data-management platform (DMP). This is one of the reasons why it hired Jon Suarez-Davis – previously Kellogg Co.’s VP of global media and digital strategy – as its chief marketing and strategy officer. Suarez-Davis officially starts Thursday and will report to Krux CEO Tom Chavez. “My […]
During his three years at Kellogg Company, Bob Arnold became a poster child for programmatic buying at the brand marketer level. Arnold, who recently quit cereal to join Google, presented his rules for programmatic at the Association of National Advertisers’ Media Leadership Conference in Boca Raton, Fla., on Tuesday. His key message: Don’t let complexity […]
“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 Lung Huang, vice president of digital advertising, global partnerships, at dunnhumby. I moderated a panel last month at D2 Cincinnati, a digital marketing conference focused on customer centricity. The panel, […]
“Brand Aware” is a column from the marketer’s point-of-view on the data-driven, digital ad ecosystem and written by Bob Arnold, Associate Director of Global Digital Strategy at Kellogg Company. As consumer adoption of online video continues its rapid ascent, there’s understandable buzz about video’s potential move into the programmatic space and the opportunities for marketers […]
Welcome to “Brand Aware,” a column from the marketer’s point-of-view on the data-driven, digital ad ecosystem and written by Bob Arnold, Associate Director of Global Digital Strategy at Kellogg Company. I’ve never worked in the publishing industry. I’ve been on the marketer side of the equation for my entire career, so I’ll be the first […]
Bob Arnold, associate director, Global Digital Strategy at the Kellogg Company, got a huge round of applause during a talk about the cereal marketer’s approach to programmatic buying when told the crowd at the IAB’s Advertising Technology conference not to talk to bring up the topic of banner ad clicks in a meeting with him. […]
