Brand awareness doesn’t pay the bills, said Mark Sapir, Chief Marketing Officer at Open Farm. Even though awareness is the metric he is fixated on, Sapir knows Open Farm’s campaigns and overall marketing strategy have to drive sales. Fortunately for Sapir, the brand’s most recent campaign is doing just that: In March, the premium pet […]
Influencer marketing has become a staple of many media plans, yet new research suggests most brands still haven’t pushed the channel as far as they could. According to a new report from Circana, fewer than 10% of brands have fully saturated their influencer investments, meaning most marketers still have room to increase spending before seeing […]
Creators are a buzzword in retail marketing right now. Most retailers know that content creators need to be a pillar of their marketing strategy. Many merchants are clamoring to invest in the technology and partners that can best propel their brand forward to stand out, be authentic and cut through the noise. Jack Gray, CEO […]
Shoe brand Clarks is bolstering its marketing efforts with more influencers to increase brand awareness and generate more digital content, said Mario Protano, Director of Performance Marketing. In Q2, the U.S. arm of the Clarks brand switched its affiliate marketing provider to Awin, which is the same vendor that its U.K. team has used for […]
With 98% brand awareness, Toyota’s marketing focus is often on driving brand affinity or boosting awareness with specific products, said Alex Ahrendsen, Manager of Vehicle Marketing and Communications. For Toyota, that’s its trucks. “Even though the brand as a whole has a lot of awareness, that’s still a space that we’re trying to grow in, […]
When NetApp pushed out an AI‑generated Super Bowl campaign in just two weeks at roughly one tenth the usual cost, it looked like a clear victory. The work shipped fast, hit one of the biggest stages in advertising and proved the creative team could move at AI speed. Then it stalled. Because the team had […]
OxiClean’s marketing program with Major League Baseball is the brand’s highest return on investment of all its programs — period, said Kevin Sherlock, Vice President of Fabric Care Marketing. The laundry brand has worked with MLB for the past 13 years and 2026 has delivered the highest fan engagement and ROI of any year in […]
Federal rules requiring the inclusion of women as participants in most NIH‑funded clinical research were not put in place until 1993. That history is one of the core reasons Evvy CMO Laine Bruzek and her cofounder launched the company and a main driver of its strategy. If the female body has been under‑studied, she argues, […]
After an informative pop-up store, Povison learned shoppers want more power recliners, as the product accounted for 39% of sales with a 30% higher AOV. Operating just one store has unlocked more sales and deeper customer engagement at furniture brand Povison, said Shirley Han, General Director at Povison. In June, the direct-to-consumer furniture brand opened a […]
Chief Digital Officer Ben Spiegel wants shoppers to know Polywood is more than just a place to buy a great chair. He wants the outdoor furniture brand to stand for a lifestyle of living well outside. Spiegel joined Polywood in March 2026, attracted to both the brand and the idea of building the outdoor living […]