Del Monte Evolves Its Media Strategy Around A New Product Portfolio

Consumer food preferences are changing almost as quickly as their media habits. For 130-year-old packaged foods brand Del Monte, keeping up with both required a major revamp. Del Monte used branding marketing campaigns to increase awareness of its canned fruits and vegetables and shopper marketing tactics to drive purchases. But with consumers gravitating toward fresh,Continue reading »

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How Unilever Navigates A Messy Media Landscape

CPG giant Unilever has 400 brands in its portfolio. Multiply that by a fragmented media landscape, an international consumer base and a crowded vendor ecosystem and it’s fair to say that Unilever’s global media manager, Luis Di Como, has a complex job. Unilever, in Di Como’s view, has four main challenges when it comes toContinue reading »

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Qualcomm Keeps Its 5G Marketing Push On Track, Despite External Challenges

Qualcomm CMO Penny Baldwin has the unique challenge of marketing a behind-the-scenes brand. While Qualcomm technology powers smart phones with wireless cellular technology, video streaming and mobile GPS, most people outside of the technology world may not even realize it exists. “Qualcomm has been somewhat of a silent, invisible brand in the background,” Baldwin said.Continue reading »

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Renault Speeds Into Dynamic Creative For Formula 1 Season

The French automaker Renault goes big for its marketing push around the Formula 1 motor speed races. But Formula 1 fans and Renault customers live all over the world, so the brand needed to reach audiences with different languages and cultures in a way that resonated. The challenge wasn’t just a global one, but aContinue reading »

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Marketing Mistakes Can Sometimes Be A Good Thing

Oops emails, TBD subject lines, sending messages to the wrong segment, sending notifications at the wrong time – even the most data-driven marketer is going to screw up sometimes. Embrace the mistakes, said Spencer Burke, VP of growth at Braze, speaking at the MAU show in Las Vegas on Wednesday. “It’s not something you need toContinue reading »

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Prog IO: Brands Are In-Housing And Agencies Are Adapting

The in-housing trend is real, but agencies aren’t getting kicked to the curb. Their role is simply evolving. “Agencies have been around for years, and they’re not going away,” said Freddie Liversidge, HP’s director of digital activation, speaking at AdExchanger’s Programmatic IO show in San Francisco on Tuesday. HP recently completed a multiyear process toContinue reading »

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How Wyndham Personalizes Media And Creative

Travel is a personal experience, and travel marketing should be too, according to Sheila Schottland, senior director of brand marketing at Wyndham Hotels & Resorts. “People travel for different reasons – family, business, leisure – and they have different needs,” she said. “Because these moments are relatable, we make sure that our media mix follows suit,Continue reading »

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After Years Of Chasing Clicks, Monster Doubles Down On Its Brand

After 15 years as the biggest player in the online job search category, Monster got comfortable at the top – and began losing market share to competitors. The company had stopped innovating on its core product and pumped all marketing spend into low-funnel media at the expense of its brand. At the same time, newContinue reading »

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The Real Reason McDonald’s Is Acquiring Dynamic Yield

McDonald’s is buying an Israeli startup called Dynamic Yield that provides personalization software to brands and publishers – but this acquisition is about a lot more than tailoring menus based on the weather or serving up customized content. The deal, announced late Monday, is the first major acquisition McDonald’s has made in around 20 years, andContinue reading »

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The NFL Tackles Targeting With An Assist From Adobe

National Football League players train during the offseason – and so does the NFL’s marketing team. From January through July, Aaron Jones, the NFL’s director for club and international marketing, is busily stress-testing his marketing stack and experimenting with new tools to prepare for August and September, when it’s all about activation. “Then, it’s like BlackContinue reading »

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