How CEO Micky Onvural Sees Retail And Reach Reshaping Bonobos’ Marketing

The online clothing retailer Bonobos is at the center of upheaval in US retail and ecommerce. The company was acquired by Walmart last year for $310 million last year and has opened 58 brick-and-mortar stores in the past five years. Bonobos also exemplified the direct-to-consumer category in September when former CMO Micky Onvural was promotedContinue reading »

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IZOD’s Latest Campaign Scores With In-House Marketing

An ad campaign launched this month by IZOD, the men’s fashion company, encapsulates the advantages of in-housing marketing, from creative strategy and production through post-campaign attribution. The company doesn’t work with outside agencies, but has an agency model that serves constituents within the company instead of various brand customers, said Mike Kelly, chief marketing officerContinue reading »

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Can Criteo CEO JB Rudelle Adapt To The Changing Media Environment?

With the rapid pace of change in the advertising technology industry, a couple of years can seem like a generation of change. Which is why it was a surprise to see JB Rudelle, Criteo’s founder and CEO until 2016, return as chief executive in April, retaking the reins a month before the implementation of GDPR.Continue reading »

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Criteo’s Attempts To Broaden Its Portfolio Stymie Growth For Now

Criteo has lowered its full-year revenue guidance as it seeks to evolve its pricing model, the company said during its Q2 earnings call Wednesday. Other headwinds, like mobile privacy policies and GDPR regulations, did affect Criteo’s revenues as dramatically. The company initially anticipated growth between 3% to 8% and now expects growth to be flat.Continue reading »

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Amazon Competitors Capitalize On Prime Day

July is historically a slow month for the US retail industry. It splits Memorial Day and Labor Day shopping spikes, and foot traffic dwindles as consumers travel or hit the beach. But this year, ecommerce and brick-and-mortar retailers are pouncing with mid-July promotional events, hoping to seize the shopping energy stirred up by Amazon PrimeContinue reading »

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Shopper Marketing Undergoes A Digital Evolution

Shopper marketing, a longtime favorite of CPGs typically used for in-store signage or to get products on eye-level shelves, is undergoing a massive transformation thanks to the spread of ecommerce and online shops. Of the $178 billion marketers spend annually on in-store marketing, $55 billion could shift from traditional retail trade marketing to online ads,Continue reading »

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CPGs Focus On Marketing In Tough US Retail Landscape

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The world’s largest consumer product brands are struggling to grow their US businesses. While some of the challenges are macro-economic, like increased transportation costs, the biggest factor is the growth of retail private-label brands, which can’t be acquired or stamped out like startup competitors. Large CPGs are also adjusting to new direct-to-consumer and ad-heavy startupContinue reading »

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Why Kroger Wants To Be A Walled Garden – And Why It’s An Uphill Battle

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The revelation that Kroger is developing a data-driven ad platform, Kroger Precision Marketing (KPM), to launch next year, underscores how brick-and-mortars are trying to exert control over their data in the same manner as an ecommerce company. Yet the goal of a true brick-and-mortar walled garden is fraught with challenges. For decades retailers sold anonymizedContinue reading »

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Criteo Sees New Products And Growth In Data Cooperatives

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Criteo on Friday released a suite of products, including audience matching and customer prospecting, as well as a new policy beginning in the fourth quarter to give buyers and DSPs impression-level transparency into every unit of inventory. At the heart of Criteo’s string of product releases this year is a newfound willingness among retailers andContinue reading »

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Shopper Marketing Is Moving Online As Brands Open Data To Stores

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Ad tech vendors are clicking “add to cart” on first-party retailer data. As brands and retailers grow more comfortable sharing first-party data, shopper marketing budgets – traditionally spent on last-leg marketing efforts like high-performing shelf space, in-store signage, coupon circulars and co-marketing (“Find us at your nearest…”) – are moving online. “Merchants are talking to meContinue reading »

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