adidas was a leading partner of the FIFA Men’s World Cup, but when the tournament’s final matches approached, the brand opted to highlight female athletes with a trio of 121-foot by 95-foot murals carved in sand. It unveiled the portraits on the shores of Doha in Quatar, dubbed the “Beach Club Billboard,” to highlight its […]
The marketing industry and the culture at large is adjusting to the sudden influx of large language model generative AI tools, like ChapGPT and Google’s Bard, that could potentially alter the way we work, perform and do business. But whether those changes are perceived as positive or negative depends on who you ask. For a […]
TurboTax is perceived by most consumers as a do-it-yourself tax service, while its live full-service product, which enlists experts to assist users with doing their taxes, is less familiar to the public. Associating TurboTax with the latter is the brand’s primary marketing focus this year, and it’s amplifying that message through campaigns timed to tentpole […]
The results of Chief Marketer’s latest Pulse survey on staffing are in: Twenty-seven percent of marketing departments surveyed were impacted by recent layoffs. And the areas of marketing that experienced the most cuts were events, followed by data and analytics. Here’s our infographic featuring the results, and look out for our next survey topic—AI in […]
A plethora of brands once again engaged attendees at the SXSW conference and festival this year, which included 10 days of content, activities and events geared toward professionals in the tech, music and film industries. And Event Marketer staffers were on the ground from March 13-18 to take in the experiential activations firsthand. Check out this […]
An ad campaign from insurance company Aflac earlier this month illustrated how a recent shift in its marketing plans is taking shape: To conserve the additional media dollars that are required to target consumers in a fragmented digital media space, the brand has moved creative budgets in-house. AdExchanger explores how Aflac now uses its internal […]
While accessing a recurrent revenue stream and a loyal customer base are solid advantages of subscription-based businesses, there’s plenty more to explore—from complementary brand relationships to mapping customer journeys to re-marketing to former customers. Following are five takeaways, according to a piece in Multichannel Merchant, for businesses that rely on subscriptions as a key source […]
The detrimental effects caused by years of pandemic-related quarantines and subsequent social isolation—a phenomenon experienced in solitude and yet shared globally—has shed new light on the importance of mental health and wellness practices. And naturally, that cultural shift has permeated marketing campaigns, even in cases where a brand’s connection to mental health issues isn’t endemic. […]
The annual South by Southwest (SXSW) conference and festival tends to attract experiential marketing-focused brands during the “interactive” portion of the 10-day event, when the marketing and tech crowds are in attendance. But for a brand like White Claw, which was “born out of culture,” according to Vice President of Integrated Marketing and Creative, Kevin […]
The annual South by Southwest (SXSW) conference and festival tends to attract experiential marketing-focused brands during the “interactive” portion of the 10-day event, when the marketing and tech crowds are in attendance. But for a brand like White Claw, which was “born out of culture,” according to Vice President of Integrated Marketing and Creative, Kevin […]