Gatorade engages millions of youth athletes each year through its field intelligence program, according to Chief Brand Officer Anju Bhasin, which it uses to mine for data and gather insights to evolve the business. The wealth of data it’s accrued on Gen Z has revealed a shift in how these consumers perceive and interact with […]
B2B marketers are often met with the same sentiment: “No one knows what you do.” This highly specialized industry is a black box to many Americans—and because the linear TV model has typically lent itself to higher-funnel brand awareness campaigns to the masses, TV advertising has not historically made sense for their businesses. The medium […]
Traditional TV viewing continues to decline, with an estimated 46.6 million households moving to streaming platforms exclusively by 2024. That shift presents an opportunity for marketers to reach new audiences through the connected TV market. Explore five ways to boost ROI through CTV and OTT advertising, according to a piece in AdExchanger, from leveraging “binge […]
CM sister pub PRNEWS recently spoke to two CMOs with PR backgrounds, Esther-Mireya Tejeda, Chief Marketing Officer of Anywhere Real Estate, and Kelly Calabria, the Chief Marketing and Corporate Social Responsibility Officer at Blue Cross Blue Shield of North Carolina. The conversation touched on the convergence of PR and marketing, how their earlier roles in […]
Nespresso’s premium coffee and machines hail from Europe, where coffee’s reference point and primary consumption method is a short shot of espresso. But according to the brand’s trend research, Gen Z consumers in the U.S. experience coffee differently than its core customer does. This generation is accustomed to cafes on every corner and beverages that […]
Last week marked the year anniversary of ChatGPT’s public release. Since then, the generative AI tool has amassed 100 million weekly users, altered the way the marketing industry performs work, ignited conversations about AI’s ethical use, and much more. An article in CM sister pub AdExchanger looks at how several brand and agency experts—from Duolingo, […]
The holiday digital marketing frenzy is in full swing, amid rising CPMs for advertising campaigns and intensified competition to reach audiences through paid media. An article in CM sister put AdMonsters addresses strategies for addressing these challenges, from expanding your geographic targeting to refining campaign demographics to using A/B testing to optimize ad spend.
CM sister pub PRNEWS announced its fourth annual Agency Elite Top 100 earlier this week, which highlights the most innovative PR, marketing and communications firms in the business. The companies that made this year’s list demonstrate the wide range of industry specializations and core capabilities that PR, marketing and communications encompass. But they also spotlight […]
CM’s “Marketers on Fire” editorial series highlights the people and campaigns that are shaping, pushing and disrupting the marketing industry. The profiles offer insights from executives at the top of their game, spotlight innovative programs and erudite thinking, and provide career advice to those with C-suite aspirations. Here’s a look back at the last five […]
The world continues to experience the reverberations and after-effects of the “Barbie” movie’s phenomenal success—reflected in no small part by a 16 percent increase in Mattel’s third-quarter sales. It’s also taught influencer marketing teams a few valuable lessons about authenticity, hypertargeting and the dangers of tokenism, according to a column in PRNEWS from marketing agency […]