Ahead of the 2020 Cannes Lions International Festival of Creativity, which activated in person last week in the south of France for the first time in three years, we picked the brain of one of the boldest risk-takers in consumer health marketing at the moment: Patricia Corsi, Global Chief Marketing & Digital Officer at Bayer […]
Conversations about the metaverse are ubiquitous, but not every brand has a strategy in place on how to approach it, or even a solid grasp of the concept itself. To show up in the space authentically, marketing moves will need to take context and personalization into account, rely on existing formats for a time, learn […]
How connection, influence and experience deliver outstanding omnichannel marketing By Barb Edson, Senior Vice President and Chief Marketing Officer at CDK Global — Businesses talk a lot about digital retailing wanting to “provide an Amazon-like experience.” From cars to cookies, shoes to showers, practically anything can be purchased online. However, consumers still want to see, […]
Paul Mitchell’s blooming, garden-themed activation at Ulta’s annual Beauty Field Leadership Conference recently leveraged a mix of augmented reality-fueled storytelling and sensory touchpoints to unveil its newest products and sustainability messaging to attendees. Event Marketer reviews what the experience had to offer.
Claiming that your brand’s marketing philosophy is “social-first” is one thing. Truly walking the walk is another. Boardroom, the sports business media network founded in 2019 by Kevin Durant’s investment company Thirty Five Ventures, is a shining example of the latter. What started as a series on ESPN+ has evolved into newsletters, podcasts, premium video, written […]
Monitoring evolving privacy laws pertaining to digital targeting practices is on many marketers’ to-do lists. But while these new state rules may seem daunting to keep up with (Utah and Connecticut being the latest to weigh in), there are in fact some common features to the forthcoming laws. Here’s how marketers can prepare for future […]
In the world of experiential, audio-centric activations and events are on the rise. Event Marketer covers how five brands have stimulated attendees’ senses to create more compelling and memorable experiences, from FX’s interactive sound sculptures to Valspar’s wellness-based sound baths to Mercedes-Benz’s “sonic tonics.”
Savvy marketers are developing new ways to target consumers using first-party data in anticipation of third-party cookie deprecation. But how exactly is first-party data defined? And how does it relate to consumer privacy, data collection and consent? An explainer piece in AdExchanger looks at what the phrase actually means, plus the differences between various types […]
Chief Marketer’s monthly Marketers on Fire series spotlights high-level marketing executives at the top of their game, leading agile teams, harnessing innovation and embracing the latest marketing trends that move the needle for their brands. Thus far this year, we’ve delved into the data-driven strategies honed by ZenBusiness CMO Ryan Pitylak, the pandemic-inspired pivots helmed […]
When it comes to expanding the reach and value of your marketing efforts, highly-curated brand partnerships are an attractive option that won’t explode the budget. Event Marketer looks at considerations for marketers looking to partner up—from community alignment to event sponsorships to tapping channels that make the greatest impact.