John Hancock Retires TV Advertising, Goes All-In On Digital To Build Brand Awareness

In 2016, financial services brand John Hancock spent 80% of its media dollars on linear television. Two years later, the brand eschewed TV ads to launch an all-digital awareness campaign last month for its retirement planning services. That abrupt pivot to digital was driven by a need to find a more addressable audience outside ofContinue reading »

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How The NHL CMO Is Bringing Hockey Fever To The Desert

In 2017, the National Hockey League debuted its newest franchise, the Las Vegas Golden Knights. But not only did the NHL have to localize its message in a new market, it had the bigger challenge of reaching a digital-first fan base. Which means NHL CMO Heidi Browning, who is tasked with expanding interest and audiencesContinue reading »

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Job Site Monster.com Roars Back To Life

Monster.com’s new CMO, Jonathan Beamer, has a monster job ahead of him. Since its heyday in the late ’90s and early 2000s, the career site, once the most trafficked job platform in the US, lost ground to upstart competitors such as Indeed.com and ZipRecruiter. Monster rested on its laurels, and what started as a scrappyContinue reading »

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Inside Kayak’s Journey To Bring Programmatic In-House

When metasearch travel site Kayak decided to take programmatic in-house in the spring of 2016, it needed to select a group of vendors that could help it buy media both more efficiently and effectively. After settling on DoubleClick Bid Manager for display buying, Kayak realized it didn’t have an automated or transparent way to buyContinue reading »

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Moen Consolidates Its Social Stack – And Creates A Unified Ads Manager

Moen’s social marketing stack used to include everything but the kitchen sink. “We used seven-plus tools to facilitate our social media program and I always say ‘use’ is a very strong word because we certainly weren’t leveraging all those tools,” said Brittany Neish, senior social strategist for kitchen and bathroom fixture manufacturer Moen. And becauseContinue reading »

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Uber Relies On Automation To Keep Its Paid Social Strategy Humming

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Uber has the pedal to the metal when it comes to paid social automation. The ride-sharing app embeds performance marketing and paid social teams in every region where it does business. Four channel managers on each team make sure campaigns meet their objectives. On Facebook and Instagram, where Uber spends a significant portion of itsContinue reading »

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Verizon Connect Turns To Consumer-Facing Channels To Launch Its B2B Brand

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Verizon Connect, the telco’s telematics business unit that helps companies keep track of their truck fleets, has been around for almost a decade. But after acquiring two smaller companies in 2016, it was time to relaunch its brand and its value prop. On Tuesday, it launched a digital campaign that targets automakers and businesses thatContinue reading »

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Indochino And Daiya Foods Take A Hyperlocal Approach To Targeting

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Can hyper-localized marketing really drive interaction and sales? For made-to-measure men’s suit brand Indochino and healthy foods manufacturer Daiya Foods, the answer seems to be yes. Indochino gained fame as an online suit service, wherein consumers would send their measurements to Indochino via a web portal and have a custom suit made. But in recentContinue reading »

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Why Kimpton Hotels Merged Its Loyalty Program With Parent InterContinental Hotel Group

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When Kimpton Hotels became part of the Intercontinental Hotel Group (IHG) in 2014, it saw potential synergies around data and technology it could share with its parent company and sister hotel groups. IHG has more than 5,000 hotels around the world from brands such as Candlewood Suites, Crowne Plaza, Holiday Inn and InterContinental. By tappingContinue reading »

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Delta Takes Off On Social With Personalized Videos For SkyMiles Medallion Members

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Each year, Delta deploys a campaign to thank its SkyMiles Medallion loyalty program members. Past campaigns used emails sent to top Medallion members. In 2016, Delta began leveraging its members’ travel habits to personalize the campaign, showing each member stats about their year with Delta, said Julieta McCurry, managing director of US marketing communications andContinue reading »

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