DTC Mattress Startups Nectar And DreamCloud Are Obsessed With Tests

There’s no rest for direct-to-consumer mattress marketers. “We’re constantly running tests,” said Scott McLeod, co-founder of DreamCloud, a mattress startup housed under Nectar Home, parent company to a growing portfolio of DTC sleep and home furnishing brands, including Nectar Sleep and ecommerce rug brand Wovenly. “We have disdain for the idea of running something withoutContinue reading »

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CES 2019: Can Apple’s Billboard Shift The Conversation To Consumer Privacy?

If Apple has its way, privacy will be a topic of conversation at this year’s Consumer Electronics Show (CES). The tech giant posted a giant billboard outside Springhill Suites Marriott Hotel in Las Vegas with a message that plays on the infamous Vegas catchphrase: “What happens on your iPhone, stays on your iPhone.” The poster,Continue reading »

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Samsonite’s Amazon Strategy In Four Words: “Play Chess, Not Checkers”

Working with Amazon is about going in with your eyes open, said Charlie Cole, global chief ecommerce officer at luggage juggernaut Samsonite and chief digital officer at Samsonite-owned Tumi. “Amazon has a proven track record of creating brands in a data-centric way,” Cole said. “I’m always a little surprised when people on the brand sideContinue reading »

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Toyota Uses Programmatic OOH In Turkey To Spread The Word On Hybrid Cars

Toyota needed to put out a wide-reaching message to raise awareness about its hybrid vehicles in Turkey, a market where the concept is new and not widely adopted. To do so, it turned to the broadest reach medium there is: out of home (OOH). But Toyota wanted to introduce some targeting to reach its intendedContinue reading »

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Next Stop, Brand Lift: DTC Sofa Startup Burrow Sees Success With Subway Ads

Digitally-native direct-to-consumer brands are super-smart performance marketers, but they also appreciate the importance of branding – and they’ve been spending big on out-of-home advertising, particularly in the New York subway system. “The MTA is very excited,” said Erica Amatori, director of marketing at Burrow, a less than two-year-old DTC customizable sofa brand headquartered in Manhattan. “They’veContinue reading »

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Hershey Speeds Up Its Content Strategy By Bringing Production In-House

The Hershey Co. is finding cheaper and easier ways to produce content by bringing a team in-house and forging direct relationships with vendors. The iconic brand, which has worked with big creative agencies for years, has built a content team to produce quicker and less expensive videos for social, said Hershey CMO Jill Baskin. “IContinue reading »

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At ANA Masters, Marketers Take Control

After years of banging the drum about gaining more control, transparency and efficiencies from service providers, marketers are doing it themselves. Cost and speed to market are necessities for marketers struggling to drive growth, but too many third-party relationships often slow things down. “Our current situation is unproductive, unsustainable, undesirable and untenable,” ANA CEO BobContinue reading »

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T-Mobile And Anheuser-Busch InBev Expand Their In-Housing Initiatives

The marketers at T-Mobile and Anheuser-Busch InBev have to support very different businesses. T-Mobile competes in the hotly contested world of US telcos, while AB InBev sells beer around the world. But both have started bringing aspects of their marketing initiatives in-house, and their respective strategies differ based on their unique marketing needs and whereContinue reading »

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TriNet Launches First Omnichannel Brand Campaign Without A Creative Agency

Human resources software provider and outsourcer TriNet launched its first-ever omnichannel brand campaign in October – without the help of an advertising agency. While the company worked with DWA as its media agency and Bombora, The Trade Desk and Nativo as ad tech partners, it was on a tight deadline to reposition the brand withoutContinue reading »

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Bayer To Bring Programmatic In-House

Consumer health and pharmaceutical giant Bayer is taking programmatic in-house. Bayer will partner with MightyHive to in-source its digital and programmatic media planning, buying and execution over the next two years. MightyHive will handle execution for the first year and phase out during 2020, Josh Palau, VP of digital strategy and platforms at Bayer, saidContinue reading »

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