When Ramon Soto, Senior Vice President and Chief Marketing and Communications Officer, joined Northwell Health 12 years ago, the health company was grappling with standing out in a crowded market where most hospital advertising looked and sounded the same. As Soto notes, Northwell is “the largest health system in the Metro New York market,” with […]
Ethos’ advertising budget increases 50% as it pours dollars on its celebrity influencer strategy. No one wants to think about needing, let alone buying, life insurance, said Dave Brown, Vice President of Brand and Creative at Ethos. But it’s an important thing to take care of, even if you don’t want to, Brown said. The […]
Consumers have always grumbled about their phone bills, but rising fees and higher rates are pushing more people to scrutinize the line items. As subscription creep, new fees and higher wireless rates hit household budgets, more people are rethinking expenses they once treated as non‑negotiable. That shift is what pushed TextNow, known as a free […]
Sales for the alcoholic spirit known for its bad taste have quadrupled since 2018. The brand’s marketing hinges on consumers trying the shot with friends and sharing their experience. Malört knows it has a reputation for tasting terrible. Director of Marketing Anna Sokratov admits the alcoholic spirit has a unique taste. But the marketer thinks […]
Many consumers remember catchy marketing jingles from their childhood, like Goldfish’s “The Snack That Smiles Back.” The snack cracker debuted the tagline in 1997. Goldfish knows it struck a chord with shoppers as consumers often still refer to it, said Chris Tutor, Vice President of Advertising and Design at The Campbell’s Company, which owns Goldfish […]
Shoppers coming to a retailer’s site from an AI source spend 53% more revenue per visit and have a 60% higher conversion rate than shoppers from a non-AI channel. A shopper visiting a retailer’s website from an AI source like ChatGPT is more likely to browse longer, add items to their shopping cart and, best […]
Andy Lopez was elevated to Chief Marketing Officer of Behr Paint Company last month after spending nine years building its marketing organization. In his new role, Lopez has an expanded mandate that includes product strategy and innovation alongside marketing oversight, with a clear focus on unifying the consumer experience across Behr’s digital ecosystem. In the […]
Most marketers today are tasked with reaching multiple audiences as they seek new paths to growth. For healthcare marketers, however, those audiences can be especially different. They may need to build trust with patients making highly personal decisions while also speaking to physicians, employers or other stakeholders who influence those decisions. That requires marketers to […]
Marketers have long lived by the axiom “You can’t improve what you can’t measure.” But although 50% of consumers today use AI-powered search, according to McKinsey, and such search will influence an estimated $750 billion in consumer spend by 2028, only 16% of brands systematically measure AI-powered discoverability. The lack of a standardized measurement framework […]
Carhartt is in the second year of its campaign that highlights the labor and workers behind building the new National Football League Buffalo Bills Highmark Stadium. The first iteration of the campaign kicked off last season as work was underway and showcased the many skilled trades that go into building a stadium. “The overall brand […]