Roy Rogers Restaurants Taps New Marketing Chief To Beef Up On Digital

Mark Jenkins spent his first two weeks as the new senior director of marketing at Roy Rogers Restaurants, manning the drive-thru window, making gravy, frying chicken and prepping salads. “As a marketing guy, I need to really understand the ops platforms inside the restaurant, the experience and the way things are built,” said Jenkins, whoContinue reading »

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Church’s Chicken CMO Hector Munoz Tries To Reinject Life Into The Brand With A New Campaign

Hector Munoz knows quick-service restaurants (QSRs), having worked in the space for more than 25 years. Munoz rose through the ranks at Burger King, then spent six years as CMO of Popeye’s Chicken. In February 2017, he became CMO at Church’s Chicken, which launched a brand campaign called “Here’s the Deal” on Friday. “If weContinue reading »

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24 Hour Fitness Markets Mindset, Not Just Amenities

24 Hour Fitness is trying to transform into a brand that customers will consider even outside of the gym. “The goal is to keep people engaged with fitness and to be this companion along their fitness journey,” said CMO Tom Lapcevic. “That’s where digital really enters the picture. We now have the ability to provideContinue reading »

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The World Surf League Catches A Data-Driven Wave

As the governing body for professional surfers globally, the World Surf League (WSL) promotes the sport to both casual fans and diehards. But just a few years ago, the WSL – at the time called the Association for Surfing Professionals – lacked a cohesive marketing strategy, and campaigns for different surf events were heavily siloed.Continue reading »

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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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