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marketing.
HOW CLOROX BUILT A DTC BRAND WITH THE RESOURCES OF A CPG The ramping up of Clorox's direct-to-consumer capabilities reached new heights with the launch of the Objective Wellness brand in October 2019. Consumer packaged goods (CPG) giants have been developing direct-to-consumer (DTC) capabilities because of the high-growth potential and the way that first-party data allows for deeper consumerCHRIS KELLY
Chris Kelly. Associate Editor. ckelly@industrydive.com. Chris is an associate editor of Marketing Dive. A native of South Florida, he moved to D.C. a decade ago to pursue a career as a political operative before ending up in the lucrative world of freelance arts journalism. Off the clock, he dabbles in cocktail making and voraciously consumes MILLER GENUINE DRAFT SHOWS IT HAS 'NOTHING-TO-HIDE' WITH Molson Coors Beverage has refreshed its Miller Genuine Draft brand to emphasize the beer's "genuineness" and to improve visibility after losing popularity since the 1990s. The brewer worked with creative agency BrandOpus to redesign the beer's logo and packaging, which this month will be introduced in North America, per an announcement emailed WILL LOYALTY PROGRAMS GAIN RENEWED VALUE IN A COOKIE-LESS A KPMG study from November 2019 found Australia, Italy and Canada have the highest rates of loyalty program adoption, with more than half the population making purchases that earn rewards at least several times a week. The U.S. isn't far behind, however, with 42% of consumers doing so. Those statistics may tick upward as more organizations WHY CONSUMERS NAMED PATAGONIA A LEADING INNOVATIVE TECH Dive Brief: Eleven out of 27 brands are newcomers to Brand Keys' annual "Most Innovative Tech Brands" survey, with Patagonia leading the list of first-timers, according to a press release.Other brands debuting on the list are, in order how innovative consumers see them: Shopify, Truepic, Square, Sephora, Unmade, Peloton, Intuit, Duolingo, Oatly and Salesforce. CONSUMERS WANT BRANDS TO ADDRESS SYSTEMIC RACISM, SURVEY Edelman's latest survey follows a July report by Piplsay that found 65% of Americans think brands should take a stand against racism and 46% feel that such actions will lead to a credible change. However, while campaigns by the NBA, Sprite and Papa John's related to the Black Lives Matter movement performed well, efforts by McDonald's andP&G
DIGITAL MARKETING NEWS Marketing Dive provides in-depth journalism covering the most impactful news shaping the marketing industry. We cover topics like social media, video marketing, mobile, data 3 MONTHS IN, HOW COVID-19 HAS PERMANENTLY CHANGED MARKETING 3 months in, how COVID-19 has permanently changed marketing. CMOs are already applying some hard lessons learned in the pandemic's early days to other crises, such as the current protest movement — but some of their confidence might be misplaced. Published June 15, 2020. Mossholder, Tim. (2019). NIKE DRIVES DIGITAL REVENUE WITH 150% JUMP IN DEMAND ON Brief: Nike saw a 150% jump in demand on its app in Q1 2020, as announced in a conference call with analysts to discuss earnings for the most recently completed quarter. In addition, Nike saw an almost 200% increase in demand for its commerce app, with "triple-digit" growth in monthly active users. More than half of members of its Nike Training Club used its app to start a workout, a NIKE'S APPS PLAYED CRUCIAL ROLE IN DRIVING ENGAGEMENT Nike's apps played crucial role in driving engagement, 2020 digital sales growth Its app suite underscores a philosophy of accessibility for shoppers, while helping Nike gather data on purchasing habits, personal information and exercise routines that can inform futuremarketing.
HOW CLOROX BUILT A DTC BRAND WITH THE RESOURCES OF A CPG The ramping up of Clorox's direct-to-consumer capabilities reached new heights with the launch of the Objective Wellness brand in October 2019. Consumer packaged goods (CPG) giants have been developing direct-to-consumer (DTC) capabilities because of the high-growth potential and the way that first-party data allows for deeper consumerCHRIS KELLY
Chris Kelly. Associate Editor. ckelly@industrydive.com. Chris is an associate editor of Marketing Dive. A native of South Florida, he moved to D.C. a decade ago to pursue a career as a political operative before ending up in the lucrative world of freelance arts journalism. Off the clock, he dabbles in cocktail making and voraciously consumes MILLER GENUINE DRAFT SHOWS IT HAS 'NOTHING-TO-HIDE' WITH Molson Coors Beverage has refreshed its Miller Genuine Draft brand to emphasize the beer's "genuineness" and to improve visibility after losing popularity since the 1990s. The brewer worked with creative agency BrandOpus to redesign the beer's logo and packaging, which this month will be introduced in North America, per an announcement emailed WILL LOYALTY PROGRAMS GAIN RENEWED VALUE IN A COOKIE-LESS A KPMG study from November 2019 found Australia, Italy and Canada have the highest rates of loyalty program adoption, with more than half the population making purchases that earn rewards at least several times a week. The U.S. isn't far behind, however, with 42% of consumers doing so. Those statistics may tick upward as more organizations WHY CONSUMERS NAMED PATAGONIA A LEADING INNOVATIVE TECH Dive Brief: Eleven out of 27 brands are newcomers to Brand Keys' annual "Most Innovative Tech Brands" survey, with Patagonia leading the list of first-timers, according to a press release.Other brands debuting on the list are, in order how innovative consumers see them: Shopify, Truepic, Square, Sephora, Unmade, Peloton, Intuit, Duolingo, Oatly and Salesforce. CONSUMERS WANT BRANDS TO ADDRESS SYSTEMIC RACISM, SURVEY Edelman's latest survey follows a July report by Piplsay that found 65% of Americans think brands should take a stand against racism and 46% feel that such actions will lead to a credible change. However, while campaigns by the NBA, Sprite and Papa John's related to the Black Lives Matter movement performed well, efforts by McDonald's andP&G
ANHEUSER-BUSCH UNVEILS DIGITAL VACCINE TRACKERS, OTHER Anheuser-Busch is rolling out digital count-up vaccine trackers and other media to prepare consumers for a safe return to normalcy, according to a press release. The campaign entitled "Let's Grab A Beer, America," is an extension of the brewing company's broader "Let's Grab A Beer" initiative that APPLE DOUBLES DOWN ON PRIVACY, FURTHER COMPLICATING Apple previewed new privacy protections across its operating systems at its annual Worldwide Developers Conference (WWDC) on Monday, revealing how the company plans to bolster its self-described "legacy of privacy leadership" to differentiate itself from competitors including Facebook and Google.. The new changes, in addition to the App Tracking Transparency framework that rolled out KLARNA TAPS A$AP ROCKY TO GUIDE PEOPLE OUT OF 'FASHION With consumers emerging from their homes amid mass vaccinations and declining COVID-19 caseloads, Klarna is among the brands and retailers ramping up their marketing to help people upgrade their wardrobes and guide them out of "fashion hibernation," Klarna CMO David Sandströmsaid in
MIDOL URGES WOMEN TO STOP APOLOGIZING FOR THEIR PERIODS Midol's "Stop Apologizing. Period." campaign uses the Bayer brand's marketing muscle to shine a light on a social issue that it hopes to alleviate: the "toxic stigma" menstruators face when apologizing or hiding their period symptoms. Using an online video as a SOMEWHERE OVER THE RAINBOW The following is a guest post by James Silverstone, account director at agency New Moon. Opinions are the author's own. With June here, brands and organizations are showing their support for global Pride Month. The rainbow social logos, sparkly limited-edition Pride BILLIE REWRITES CLASSIC FAIRY TALES FOR PRIDE ON INSTAGRAM Direct-to-consumer razor brand Billie this week unveiled an Instagram campaign that rewrites classic fairy tales with a more inclusive spin, putting members of the LGBTQ community at the center of these traditional narratives, per details emailed CROWN ROYAL ENLISTS SINGERS ARI LENNOX, ANTHONY RAMOS TO Dive Brief: Crown Royal has enlisted singers Ari Lennox and Anthony Ramos to help bars, stages and clubs that are at risk of closing due to the COVID-19 pandemic, per a press release.The duo recreated Sly and the Family Stone's iconic song "If You Want Me to Stay" as part ofthe effort.
GATORADE COURTS STUDENT ATHLETES WITH HUDL VIDEO SERIES PepsiCo's Gatorade launched a mobile video series aimed at student athletes who have been a core target throughout the sports drink brand's history. Gatorade collaborated with Hudl, a video platform for coaches and athletes to record and share highlight reels, to MICHELOB ULTRA CELEBRATES RETURN TO LIVE SPORTS WITH The lack of attendance at last year's games across sports negatively affected many brand sponsors, with more than 40% of marketers saying live events are their most important marketing channel, according to 2019 Bizzabo data cited by Velocitize. Michelob Ultra is heavily involved in sports marketing and is the official beer partner of the NBA.. Now that many leagues are bringing fans back FITNESS APPS SEE 67% JUMP IN INSTALLS DURING PANDEMIC Brief: Health and fitness apps saw a 67% jump in global installs in late March and early April from a year earlier as the coronavirus pandemic led mobile consumers to find ways to stay in shape while gyms were closed during lockdowns. The higher installs led to a 61% jump in user sessions in May as the apps took time to catch on, per a study DIGITAL MARKETING NEWS Marketing Dive provides in-depth journalism covering the most impactful news shaping the marketing industry. We cover topics like social media, video marketing, mobile, data 3 MONTHS IN, HOW COVID-19 HAS PERMANENTLY CHANGED MARKETING Even as the novel coronavirus continues to spread around the globe and civil unrest surges in the U.S., analyses indicate that ad spending has potentially hit bottom, positioning the battered marketing sector for a rebound in Q3.Through months of turmoil, CMOs have proven surprisingly resilient and frequently savvy, using a period of deep uncertainty to realign their brands around purpose NIKE DRIVES DIGITAL REVENUE WITH 150% JUMP IN DEMAND ON Brief: Nike saw a 150% jump in demand on its app in Q1 2020, as announced in a conference call with analysts to discuss earnings for the most recently completed quarter. In addition, Nike saw an almost 200% increase in demand for its commerce app, with "triple-digit" growth in monthly active users. More than half of members of its Nike Training Club used its app to start a workout, a HOW CLOROX BUILT A DTC BRAND WITH THE RESOURCES OF A CPG Those conversations are likely to proliferate as the shift to e-commerce is set to continue even as the pandemic subsides.With that in mind, Chang outlined the guiding principles that Clorox, Nutranext and Objective have learned about running a DTC brand from within a CPG giant — and how those lessons can help Clorox as a whole. MCDONALD'S PLANS TO MORE THAN DOUBLE SPENDING ON 'DIVERSE McDonald's said it will more than double investments in diverse media partners as part of a new plan to improve representation, according to a press release. The announcement was made the day of its annual shareholders meeting. The fast-food chain currently dedicates 4% of its national advertising NIKE'S APPS PLAYED CRUCIAL ROLE IN DRIVING ENGAGEMENT Nike's apps played crucial role in driving engagement, 2020 digital sales growth Its app suite underscores a philosophy of accessibility for shoppers, while helping Nike gather data on purchasing habits, personal information and exercise routines that can inform futuremarketing.
CHRIS KELLY
Chris is an associate editor of Marketing Dive. A native of South Florida, he moved to D.C. a decade ago to pursue a career as a political operative before CONSUMERS WANT BRANDS TO ADDRESS SYSTEMIC RACISM, SURVEY Dive Brief: Most consumers want corporations and brands to take a stand on ending systemic racism, an issue that has gained greater attention after George Floyd was killed while in WHY CONSUMERS NAMED PATAGONIA A LEADING INNOVATIVE TECH Dive Brief: Eleven out of 27 brands are newcomers to Brand Keys' annual "Most Innovative Tech Brands" survey, with Patagonia leading the list of first-timers, according to a press release.Other brands debuting on the list are, in order how innovative consumers see them: Shopify, Truepic, Square, Sephora, Unmade, Peloton, Intuit, Duolingo, Oatly and Salesforce. WILL LOYALTY PROGRAMS GAIN RENEWED VALUE IN A COOKIE-LESS Recently, for instance, Red Lobster introduced status levels to its program, which first launched in 2017. The update allows customers to earn a more diverse range of points toward rewards based on their individual activity. Providing a name and email address unlocks the lowest Red tier, which activates money-saving offers on a meal. DIGITAL MARKETING NEWS Marketing Dive provides in-depth journalism covering the most impactful news shaping the marketing industry. We cover topics like social media, video marketing, mobile, data 3 MONTHS IN, HOW COVID-19 HAS PERMANENTLY CHANGED MARKETING Even as the novel coronavirus continues to spread around the globe and civil unrest surges in the U.S., analyses indicate that ad spending has potentially hit bottom, positioning the battered marketing sector for a rebound in Q3.Through months of turmoil, CMOs have proven surprisingly resilient and frequently savvy, using a period of deep uncertainty to realign their brands around purpose NIKE DRIVES DIGITAL REVENUE WITH 150% JUMP IN DEMAND ON Brief: Nike saw a 150% jump in demand on its app in Q1 2020, as announced in a conference call with analysts to discuss earnings for the most recently completed quarter. In addition, Nike saw an almost 200% increase in demand for its commerce app, with "triple-digit" growth in monthly active users. More than half of members of its Nike Training Club used its app to start a workout, a HOW CLOROX BUILT A DTC BRAND WITH THE RESOURCES OF A CPG Those conversations are likely to proliferate as the shift to e-commerce is set to continue even as the pandemic subsides.With that in mind, Chang outlined the guiding principles that Clorox, Nutranext and Objective have learned about running a DTC brand from within a CPG giant — and how those lessons can help Clorox as a whole. MCDONALD'S PLANS TO MORE THAN DOUBLE SPENDING ON 'DIVERSE McDonald's said it will more than double investments in diverse media partners as part of a new plan to improve representation, according to a press release. The announcement was made the day of its annual shareholders meeting. The fast-food chain currently dedicates 4% of its national advertising NIKE'S APPS PLAYED CRUCIAL ROLE IN DRIVING ENGAGEMENT Nike's apps played crucial role in driving engagement, 2020 digital sales growth Its app suite underscores a philosophy of accessibility for shoppers, while helping Nike gather data on purchasing habits, personal information and exercise routines that can inform futuremarketing.
CHRIS KELLY
Chris is an associate editor of Marketing Dive. A native of South Florida, he moved to D.C. a decade ago to pursue a career as a political operative before CONSUMERS WANT BRANDS TO ADDRESS SYSTEMIC RACISM, SURVEY Dive Brief: Most consumers want corporations and brands to take a stand on ending systemic racism, an issue that has gained greater attention after George Floyd was killed while in WHY CONSUMERS NAMED PATAGONIA A LEADING INNOVATIVE TECH Dive Brief: Eleven out of 27 brands are newcomers to Brand Keys' annual "Most Innovative Tech Brands" survey, with Patagonia leading the list of first-timers, according to a press release.Other brands debuting on the list are, in order how innovative consumers see them: Shopify, Truepic, Square, Sephora, Unmade, Peloton, Intuit, Duolingo, Oatly and Salesforce. WILL LOYALTY PROGRAMS GAIN RENEWED VALUE IN A COOKIE-LESS Recently, for instance, Red Lobster introduced status levels to its program, which first launched in 2017. The update allows customers to earn a more diverse range of points toward rewards based on their individual activity. Providing a name and email address unlocks the lowest Red tier, which activates money-saving offers on a meal. ANHEUSER-BUSCH UNVEILS DIGITAL VACCINE TRACKERS, OTHER Anheuser-Busch is rolling out digital count-up vaccine trackers and other media to prepare consumers for a safe return to normalcy, according to a press release. The campaign entitled "Let's Grab A Beer, America," is an extension of the brewing company's broader "Let's Grab A Beer" initiative that APPLE DOUBLES DOWN ON PRIVACY, FURTHER COMPLICATING 1 day ago · Apple previewed new privacy protections across its operating systems at its annual Worldwide Developers Conference (WWDC) on Monday, revealing how the company plans to bolster its self-described "legacy of privacy leadership" to differentiate itself from competitors including Facebook and Google.. The new changes, in addition to the App Tracking Transparency framework that rolled out NETFLIX ENTERS E-COMMERCE FRAY AS SUBSCRIPTION GROWTH 14 hours ago · Dive Brief: Netflix launched an e-commerce shop that will sell limited-edition merchandise based on its shows and brand, per a blog post. Netflix.shop is available in the U.S. and will roll out to other countries in the coming months.; The debut collection includes streetwear and action figures based on anime series "Yasuke" and "Eden," along with apparel and decorative items inspired by KLARNA TAPS A$AP ROCKY TO GUIDE PEOPLE OUT OF 'FASHION Dive Insight: With consumers emerging from their homes amid mass vaccinations and declining COVID-19 caseloads, Klarna is among the brands and retailers ramping up their marketing to help people upgrade their wardrobes and guide them out of "fashion hibernation," Klarna CMO David Sandström said in the release. MICHELOB ULTRA CELEBRATES RETURN TO LIVE SPORTS WITH The lack of attendance at last year's games across sports negatively affected many brand sponsors, with more than 40% of marketers saying live events are their most important marketing channel, according to 2019 Bizzabo data cited by Velocitize. Michelob Ultra is heavily involved in sports marketing and is the official beer partner of the NBA.. Now that many leagues are bringing fans back SOMEWHERE OVER THE RAINBOW 1 day ago · The following is a guest post by James Silverstone, account director at agency New Moon. Opinions are the author's own. With June here, brands and organizations are showing their support for global Pride Month. The rainbow social logos, sparkly limited-editionPride
OREO CELEBRATES HUMAN CONNECTIONS MADE DURING LOCKDOWN IN Those concerns have led many consumers to seek comfort in brands they've known for years, a trend that coincides with people cooking more meals at home instead of dining out. In the U.K., the average person started cooking 17 to 21 meals a week during lockdowns, compared with only four to six times before the pandemic, according to a study from grocery chain Tesco cited by The Drum. DEFINITION 6 WELCOMES NOAH LERNER AS VP/CREATIVE DIRECTOR 12 hours ago · Customer experience agency Definition 6 (D6) has hired Noah Lerner as VP/Creative Director. Lerner is an Emmy Award-winning director, writer, and producer with more than 25 years of experience in film and television. Most notably, he was at HBO GATORADE COURTS STUDENT ATHLETES WITH HUDL VIDEO SERIES PepsiCo's Gatorade launched a mobile video series aimed at student athletes who have been a core target throughout the sports drink brand's history. Gatorade collaborated with Hudl, a video platform for coaches and athletes to record and share highlight reels, to FITNESS APPS SEE 67% JUMP IN INSTALLS DURING PANDEMIC Brief: Health and fitness apps saw a 67% jump in global installs in late March and early April from a year earlier as the coronavirus pandemic led mobile consumers to find ways to stay in shape while gyms were closed during lockdowns. DIGITAL MARKETING NEWS Marketing Dive provides in-depth journalism covering the most impactful news shaping the marketing industry. We cover topics like social media, video marketing, mobile, data MARKETING DIVE NEWSLETTER SIGN UP Smart content skip at your own risk! With marketing touching so many elements and trends, you owe it to yourself to spend 10 minutes in the morning and 10 minutes in the evening to stay on top of it all. OREO TURNS COOKIE PACKS INTO EXTRATERRESTRIAL PEACE Oreo is trying to tap into hype around a congressional report on UFOs scheduled for later this month, when intelligence officials will discuss declassified findings related to mysterious objects encountered in U.S. aerospace. Pop culture frequently equates UFOs with aliens, although it's possible NIKE'S APPS PLAYED CRUCIAL ROLE IN DRIVING ENGAGEMENT Nike's apps played crucial role in driving engagement, 2020 digital sales growth Its app suite underscores a philosophy of accessibility for shoppers, while helping Nike gather data on purchasing habits, personal information and exercise routines that can inform futuremarketing.
MCDONALD'S PLANS TO MORE THAN DOUBLE SPENDING ON 'DIVERSE McDonald's said it will more than double investments in diverse media partners as part of a new plan to improve representation, according to a press release. The announcement was made the day of its annual shareholders meeting. The fast-food chain currently dedicates 4% of its national advertising CAMPAIGN OF THE YEAR: PROCTER & GAMBLE'S 'THE CHOICE "The Choice" was the centerpiece of a multimillion-dollar marketing push that comprised P&G's most concentrated effort yet to combat bias, and illustrated how marketers can usher people from conversation to action through additional resources that go beyond an ad. "Communication is just the tip of the iceberg," Procter & Gamble's Chief Communications Officer Damon Jones said on a virtual panel MILLER GENUINE DRAFT SHOWS IT HAS 'NOTHING-TO-HIDE' WITH Molson Coors Beverage has refreshed its Miller Genuine Draft brand to emphasize the beer's "genuineness" and to improve visibility after losing popularity since the 1990s. The brewer worked with creative agency BrandOpus to redesign the beer's logo and packaging, which this month will be introduced in North America, per an announcement emailed GENERAL MILLS CMO DEPARTS AND COMPANY WILL NOT SEEK A General Mills global marketing chief Ivan Pollard has left the company as part of a broader organizational reshuffling, the company confirmed in a statement. Ad Age first reported the news. The owner of brands like Cheerios, Häagen-Dazs and Yoplait said it does not plan to seek a replacement for the global CMO role it created in 2016. DOMINO'S RESURRECTS '80S BRAND ICON THE NOID TO SPOTLIGHT Dive Brief: Domino's is bringing back its infamous brand mascot the Noid to spotlight an autonomous delivery partnership with robotics company Nuro, according to an announcement. First introduced in the 1980s, the Noid is an animated character tasked with thwarting the pizza chain's attempts at speedy delivery — a purpose that's been updated for 2021 to focus on Nuro's driverless R2 P&G HONORS OLYMPIC PARENTS WITH CAMPAIGN FOR TOKYO GAMES Dive Insight: P&G has returned with another heartwarming campaign for the Olympics that honors parents who not only support the athletic achievements of their children, but also raise them to be caring people who respect others, regardless of their differences. The videos use the same "Lead With Love" slogan the company introduced inDecember
DIGITAL MARKETING NEWS Marketing Dive provides in-depth journalism covering the most impactful news shaping the marketing industry. We cover topics like social media, video marketing, mobile, data MARKETING DIVE NEWSLETTER SIGN UP Smart content skip at your own risk! With marketing touching so many elements and trends, you owe it to yourself to spend 10 minutes in the morning and 10 minutes in the evening to stay on top of it all. OREO TURNS COOKIE PACKS INTO EXTRATERRESTRIAL PEACE Oreo is trying to tap into hype around a congressional report on UFOs scheduled for later this month, when intelligence officials will discuss declassified findings related to mysterious objects encountered in U.S. aerospace. Pop culture frequently equates UFOs with aliens, although it's possible NIKE'S APPS PLAYED CRUCIAL ROLE IN DRIVING ENGAGEMENT Nike's apps played crucial role in driving engagement, 2020 digital sales growth Its app suite underscores a philosophy of accessibility for shoppers, while helping Nike gather data on purchasing habits, personal information and exercise routines that can inform futuremarketing.
MCDONALD'S PLANS TO MORE THAN DOUBLE SPENDING ON 'DIVERSE McDonald's said it will more than double investments in diverse media partners as part of a new plan to improve representation, according to a press release. The announcement was made the day of its annual shareholders meeting. The fast-food chain currently dedicates 4% of its national advertising CAMPAIGN OF THE YEAR: PROCTER & GAMBLE'S 'THE CHOICE "The Choice" was the centerpiece of a multimillion-dollar marketing push that comprised P&G's most concentrated effort yet to combat bias, and illustrated how marketers can usher people from conversation to action through additional resources that go beyond an ad. "Communication is just the tip of the iceberg," Procter & Gamble's Chief Communications Officer Damon Jones said on a virtual panel MILLER GENUINE DRAFT SHOWS IT HAS 'NOTHING-TO-HIDE' WITH Molson Coors Beverage has refreshed its Miller Genuine Draft brand to emphasize the beer's "genuineness" and to improve visibility after losing popularity since the 1990s. The brewer worked with creative agency BrandOpus to redesign the beer's logo and packaging, which this month will be introduced in North America, per an announcement emailed GENERAL MILLS CMO DEPARTS AND COMPANY WILL NOT SEEK A General Mills global marketing chief Ivan Pollard has left the company as part of a broader organizational reshuffling, the company confirmed in a statement. Ad Age first reported the news. The owner of brands like Cheerios, Häagen-Dazs and Yoplait said it does not plan to seek a replacement for the global CMO role it created in 2016. DOMINO'S RESURRECTS '80S BRAND ICON THE NOID TO SPOTLIGHT Dive Brief: Domino's is bringing back its infamous brand mascot the Noid to spotlight an autonomous delivery partnership with robotics company Nuro, according to an announcement. First introduced in the 1980s, the Noid is an animated character tasked with thwarting the pizza chain's attempts at speedy delivery — a purpose that's been updated for 2021 to focus on Nuro's driverless R2 P&G HONORS OLYMPIC PARENTS WITH CAMPAIGN FOR TOKYO GAMES Dive Insight: P&G has returned with another heartwarming campaign for the Olympics that honors parents who not only support the athletic achievements of their children, but also raise them to be caring people who respect others, regardless of their differences. The videos use the same "Lead With Love" slogan the company introduced inDecember
ANHEUSER-BUSCH UNVEILS DIGITAL VACCINE TRACKERS, OTHER Anheuser-Busch is rolling out digital count-up vaccine trackers and other media to prepare consumers for a safe return to normalcy, according to a press release. The campaign entitled "Let's Grab A Beer, America," is an extension of the brewing company's broader "Let's Grab A Beer" initiative that APPLE DOUBLES DOWN ON PRIVACY, FURTHER COMPLICATING 1 day ago · Apple previewed new privacy protections across its operating systems at its annual Worldwide Developers Conference (WWDC) on Monday, revealing how the company plans to bolster its self-described "legacy of privacy leadership" to differentiate itself from competitors including Facebook and Google.. The new changes, in addition to the App Tracking Transparency framework that rolled out LOOKING FOR SALES GROWTH IN A POST-PANDEMIC WORLD The following is a guest post by Florian Kahlert, CEO of Helixa. Opinions are the author's own. A few days ago, I spoke with a market researcher for a large brand about the use of brand trackers in 2020. She had just signed up for a new brand-tracking study with a vendor and their first year of SOMEWHERE OVER THE RAINBOW 1 day ago · The following is a guest post by James Silverstone, account director at agency New Moon. Opinions are the author's own. With June here, brands and organizations are showing their support for global Pride Month. The rainbow social logos, sparkly limited-editionPride
MIDOL URGES WOMEN TO STOP APOLOGIZING FOR THEIR PERIODS 1 day ago · Dive Brief: Midol this week launched a campaign in an effort to drive awareness about the stigmas menstruators face and help them restore self-confidence, per a press release.The effort will appear across Amazon, Facebook, Instagram, Pinterest, Snapchat, TikTok, YouTube and as a partnership with Bustle Digital Group, Adweek reports. The campaign includes a 60-second video entitled "No BILLIE REWRITES CLASSIC FAIRY TALES FOR PRIDE ON INSTAGRAM 1 day ago · Direct-to-consumer razor brand Billie this week unveiled an Instagram campaign that rewrites classic fairy tales with a more inclusive spin, putting members of the LGBTQ community at the center of these traditional narratives, per details emailed to Marketing Dive. Throughout Pride Month, the brand BURGER KING TROLLS CHICK-FIL-A WITH LGBTQ DONATIONS DURING Dive Brief: Burger King will make a donation to the Human Rights Campaign (HRC) for every Ch'King menu item sold during Pride month. Through June 30, the chain will contribute 40 cents per chicken sandwich sold, with a maximum donation of $250,000, per the brand's tweets.; The brand says the deal is applicable "even on Sundays," likely a shot at competitor Chick-fil-A, which is closed on MICHELOB ULTRA CELEBRATES RETURN TO LIVE SPORTS WITH The lack of attendance at last year's games across sports negatively affected many brand sponsors, with more than 40% of marketers saying live events are their most important marketing channel, according to 2019 Bizzabo data cited by Velocitize. Michelob Ultra is heavily involved in sports marketing and is the official beer partner of the NBA.. Now that many leagues are bringing fans back MARTIN SORRELL ON HOW S4 CAPITAL IS DISRUPTING THE LEGACY Martin Sorrell on how S4 Capital is disrupting the legacy agency model Three years into his post-WPP venture, the ad world titan explains why his company is prepared for a digital-only future and how it's addressing post-pandemic challenges. QUANTCAST HIRES NEW CHIEF PEOPLE OFFICER, ENTERS NEW STAGE 19 hours ago · Valerie Junger will draw on deep tech industry experience to help reinforce business culture and drive Quantcast’s mission to champion a free and open internet Junger takes a comprehensive, results-oriented approach to managing people and* Deep Dive
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BUD LIGHT BRINGS 'OVERWATCH' TO LIFE AT ESPORTS LEAGUE FINALS Beer will not be served at Philadelphia's Wells Fargo Center for the Overwatch League Finals until 100 fans participate in a real-life version of a game move. Read more ➔TOP STORIES
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GENERAL MILLS CMO PREDICTS 'AMORPHOUS' AGENCIES IN THE FUTURE*
FRITOS GOES DIGITAL-ONLY IN 1ST CREATIVE CAMPAIGN SINCE 1971*
MATTEL CHALLENGES NORMS WITH CUSTOMIZABLE, GENDER-INCLUSIVE DOLL LINE*
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KANTAR: AWARD-WINNING ADS ARE BECOMING LESS EFFECTIVE AT BRANDBUILDING
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GEN Z SWAYS HOUSEHOLD BUYING DECISIONS AFTER SEEING SNAPCHAT ADS,STUDY FINDS
While a majority of the cohort is not the primary purchaser within their homes, 63% of sales for CPG advertisers were linked to ads seen only by Gen Z Snapchat users.Social Media
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EVERLAST RE-UPS ITS 'BE FIRST' CAMPAIGN WITH INCLUSIVITY FOCUS Featured athletes include the first male professional boxer who is transgender and the first above-knee amputee fighter to defeat a "fully bodied" boxer.Creative
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HOW CHIPOTLE SAVED ITS BRAND BY EMBRACING A CENTRALIZED DIGITALMARKETING STRATEGY
CMO Chris Brandt spoke at Advertising Week about ignoring conventional turnaround wisdom to achieve a $1.2 billion revenue increase in threemonths.
Creative
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BANANA REPUBLIC DRAFTS NFL STAR JARED GOFF FOR FALL MEME CAMPAIGN The brand is trying to push its media mix in ways that are most relevant for Goff's fans while being disruptive in the fashioncategory.
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BEHIND THE REBRAND: MARRIOTT AND DUNKIN' ON PINPOINTING ESSENCE Stripping away extraneous visuals and tactics while honoring a brand's heritage is key to not alienating loyal customers amid a refresh, executives said at Advertising Week.Creative
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AMA: MARKETERS FACE GROWING 'TECHLASH' AMONG CONSUMERS Marketers are showing a "digital disconnect" from consumers by not taking their concerns about technology seriously enough.Analytics
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LOUIS VUITTON DESIGNS FOR 'LEAGUE OF LEGENDS' The luxury fashion brand joins the esports marketing rush with a real-world trophy case and in-game digital assets.Creative
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'AVENGERS' MEMES AND CHEESE BUNKERS: INSIDE 1 OF KELLOGG'S MOSTSUCCESSFUL LAUNCHES
At Advertising Week, CMO of North America Gail Horwood dished on the premarket research and real-time response that turned Cheez-It Snap'd into a fan favorite.Creative
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MASTERCARD ADDS TASTE TO BRAND'S POSITIONING WITH CUSTOM MACARONS This sweet new campaign is part of the company's initiative to turn itself into a multi-sensory brand known for making quality experiences possible.Creative
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Deep Dive
HOW FOLGERS HAS USHERED IN ALMOST 170 YEARS OF HAPPY MORNINGS "I don't care whether you're talking about TV advertising or digital advertising, ... they have stayed true to their target audience," says Gary Stibel, CEO of New England Consulting Group.Creative
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LEGO TUNES IN MARK RONSON FOR 1ST GLOBAL BRAND CAMPAIGN IN 30 YEARS Centered on a whimsical animated video, the campaign also includes OOH elements that encourage kids to challenge gender stereotypes.Creative
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Deep Dive
MARKETING WITH MEMES: THE INS AND OUTS OF SHARING VIRAL SOCIALCONTENT
Witty, relatable content is ripe for social sharing, but success takes more than simply repurposing what's buzzy online to snag brandattention.
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FORRESTER: AGENCIES' DATA PLATFORMS CAPTURE SIGNIFICANT AD SPEND BUTFACE CHALLENGES
To meet CMOs' need for data-driven performance, agency holding groups have invested more than $12 billion in technology and databases since2014.
Marketing Tech
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HONDA TAPS CUSTOMERS' STORIES TO HIGHLIGHT SAFETY FEATURES ON SOCIALMEDIA
Generation Z car buyers tend to be more aware of the latest automotive technologies, including safety features.Creative
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BUD LIGHT DEBUTS ALIEN CANS DESPITE 'STORM AREA 51' EVENTCANCELLATION
While the viral Facebook event was called off, AB InBev's flagship brew is doubling down with limited-edition merch and experientialefforts.
Creative
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ROKU'S NEW TOOL MEASURES INCREMENTAL REACH ACROSS OTT, TV ADS Verizon is in the alpha program for a tool that could help brands avoid over-frequency as consumers increasingly watch TV on multipleplatforms.
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COMIC DIVE: PAPA SHAQ'S PIZZA Following a major controversy, Papa John's has called on new board member Shaquille O'Neal to rescue its brand. Will the move be a slamdunk?
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HOW TIKTOK CAN HELP BRANDS GET ON CHRISTMAS WISH LISTS Hashtag challenges are one way to boost awareness with the app's younger audience ahead of Black Friday and Cyber Monday.Social Media
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PHILADELPHIA CREAM CHEESE'S NEW TOOL TURNS ANYTHING INTO A 'BAGEL' The Kraft Heinz brand is selling the novelty "Bagel That" device onAmazon.
Creative
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LAY'S GOES 'INSTA-WORTHY' IN PACKAGING REFRESH TO ATTRACT YOUNGERCONSUMERS
The PepsiCo brand will support its first new package design in a dozen years with TV, digital and OOH ads.Creative
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MCDONALD'S PROMOTES UBER EATS DELIVERY WITH LOUNGEWEAR GIVEAWAY The burger chain celebrated "McDelivery Night In" on Thursday with branded swag for mobile orders in the U.S.Creative
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HOW CPGS LIKE MILLERCOORS, PEPSICO USE PINTEREST TO ENERGIZE PRODUCTLAUNCHES
Oracle Data Cloud research shows that 75% of Pinterest users are "very interested" in trying new products.Marketing Tech
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GOOGLE, AMAZON RANKED TOP TV AD SPENDERS FOR NFL OPENING WEEKEND,STUDY SAYS
Tech companies represented 19% of the TV ad spend during opening weekend, a larger share than any other sector.Video
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KETEL ONE REFRESHES EMMY-LINKED CAMPAIGN WITH ANIMATED ADS "Drink Marvelously​" updates the Diageo vodka brand's cocktail-based campaign from last year's Emmy Awards.Creative
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E!, VANS​ BOOSTED RESULTS WITH FACEBOOK'S NEW INTERACTIVE ADFORMATS
Bobbi Brown Cosmetics, Uber India and Warner Bros. also saw positive results with the mobile platform's new playable, AR and poll ads.Marketing Tech
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