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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Prog IO: VW Is More Than Willing To Pay Higher CPMs For Guaranteed Viewability

If there’s one thing that frustrates Oliver Maletz, Volkswagen AG’s head of international communications and media planning, it’s paying for nonviewable ads. His complaint is a perennial one. Advertisers have been banging the viewability drum for years, but it remains a major pet peeve. “Marketers should not have to pay for an ad that aContinue reading »

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W Hotels Wakes Up To The Power Of The GIF

W Hotels turned to a new kind of cultural language to publicize its Wake Up Call music festival last month: the GIF. The Marriott-owned brand teamed up with Giphy for both the pre-campaign awareness push and an on-site activation for the festival, which W launched in 2016 and plans to roll out globally this year.Continue reading »

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Harry & David’s Omnichannel Marketing Strategy Is Starting To Bear Fruit

Loyalty has never been a problem for Harry & David, an 84-year-old company that sells and delivers premium foods and gift baskets. When December rolls around, most of its customers don’t need to be reminded that it’s time to order their holiday-themed gourmet treats. The challenge is getting people to engage with the 1-800-Flowers-owned brandContinue reading »

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Carl’s Jr., Hardee’s And … Froot Loops? Inside CKE’s First-Ever All-Digital Campaign

When CKE Restaurant Group, the owner of Carl’s Jr. and Hardee’s, launched a Kellogg’s Froot Loops-inspired mini doughnut last Thursday, it needed to make sure customers walked through its doors to buy. So CKE went all-in on digital with a campaign that spanned YouTube, Instagram, Snapchat, Spotify and Twitter and included a custom partnership withContinue reading »

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