Brand Strategy


  • A family of Vikings drives Hyundai's Santa Fe SUV in a new ad campaign.
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    Permission granted by Hyundai Motor America
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    Hyundai splits CMO role into creative, performance positions

    Longtime CMO Angela Zepeda will serve as chief creative officer as the automaker looks to engage consumers with more data-driven marketing.

    By Aug. 1, 2024
  • a baby plays in the mud
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    Courtesy of Carter's
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    Q&A

    How Carter’s is pitching kids’ clothes to new Gen Z parents

    CMO Jeff Jenkins details the insights and strategy that drove “More Than Just Cute,” the apparel brand’s first work with agency Mischief.

    By Aug. 1, 2024
  • Artificial intelligence helping businessman make strategy and forecast. Explore the Trendline
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    zhuweiyi49 via Getty Images
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    Trendline

    Top 5 stories from Marketing Dive

    A look at how areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.

    By Marketing Dive staff
  • Stouffer’s out-of-home ad featuring a razor
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    Courtesy of Stouffer’s
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    Stouffer’s tackles meal-planning anxiety with ads dispelling ‘dinner dread’

    Strategic billboard buys and print ads masking as placements for other products like jewelry seek to catch hungry consumers off guard.

    By July 30, 2024
  • A person wearing lip stain holds a Chipotle x Wonderskin napkin
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    Courtesy of Chipotle
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    Chipotle drops ‘burrito-proof’ makeup with TikTok-viral cosmetics brand

    Inspired by the popularity of mukbangs, the fast-casual chain teamed with Wonderskin for “Lipotle,” a lip stain timed to National Avocado Day.

    By July 29, 2024
  • Hyundai "It's OK" Advertisement During 2024 Summer Games
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    Courtesy of Hyundai Motor America
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    Why Hyundai shifted gears for more emotional Summer Olympics ads

    CMO Angela Zepeda explained the change in tone and why the brand’s vehicles are taking a back seat for the occasion.

    By July 26, 2024
  • Keanu Reeves in a Palo Alto Networks commercial
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    Courtesy of Palo Alto Networks
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    Column

    Campaign Trail: Palo Alto Networks equips Keanu Reeves with AI-powered weapons

    The cybersecurity firm recruited a Hollywood team to prove that B2B marketing doesn't have to mean “business-to-boring.”

    By July 26, 2024
  • A group of roller skaters in a Vitaminwater ad
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    Courtesy of Vitaminwater
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    Vitaminwater returns to its New York roots in Spike Lee-directed ads

    In an effort by WPP’s Open X, a local angle stands in contrast to the Coca-Cola-owned brand’s last major campaign, which focused on Lil Nas X.

    By July 25, 2024
  • Nikki Rodriguez poses for American Eagle's Fall 2024 campaign.
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    Courtesy of American Eagle
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    Inside American Eagle’s ‘Live Your Life’ brand platform and fall campaign

    CMO Craig Brommers explains how efforts like a social-focused tie-up with Life on Film to capture disposable camera footage are meant to reach Gen Z.

    By July 25, 2024
  • NBCUniversal Olympic broadcast with sponsor logos
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    Courtesy of NBCUniversal
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    How Coca-Cola, Delta are ‘Olympicizing’ campaigns with NBCUniversal

    As total ad sales for the games surpass $1.2 billion, six major marketers will sponsor a commercial-free hour during the opening ceremony.

    By July 24, 2024
  • Best Buy's "spokeshologram," Gram, which debuted as part of a larger refresh and introduction of its "imagine that." tagline
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    Courtesy of Best Buy
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    Best Buy refreshes brand with new tagline and ‘spokeshologram’

    The retailer is leaning into discovery for an effort that includes a new color palette and series of back-to-school ads featuring brand character Gram.

    By July 23, 2024
  • Kellanova portfolio
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    Courtesy of Kellanova
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    Kellanova expands partnership with IPG to accelerate brand growth

    The marketer prioritizes digital-first innovation and “creative firepower” as it shakes up its agency roster for the first time since Kellogg was split in two.

    By July 22, 2024
  • A Nike billboard for the Summer Olympics in Paris
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    Permission granted by Nike
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    Nike kicks off marketing comeback with gritty Olympics ads

    Wieden + Kennedy Portland created spots probing qualities that motivate sporting greats like an obsession with power and an inability to be satisfied.

    By July 22, 2024
  • Deadpool and Wolverine in a Heineken ad
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    Courtesy of Maximum Effort
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    How Heinz, Heineken and other brands got their claws into ‘Deadpool & Wolverine’

    Maximum Effort’s George Dewey explains how the agency approaches brand partnerships and why the film series is not “ashamed” of advertising.

    By July 22, 2024
  • Albertsons
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    Courtesy of Albertsons
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    Q&A

    How Albertsons’ retail media business is incorporating AI, in-store tech and more

    Kristi Argyilan, the retailer’s senior vice president of retail media, talks about the grocer’s priorities and where the industry stands today.

    By Peyton Bigora • July 22, 2024
  • Apple iPad image.
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    Permission granted by Kantar
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    Sponsored by Kantar

    Apple brand far from crushed by the iPad ad stumble

    What can always-on brand guidance metrics tell us about the impact of the “Crush!” backlash on the Apple brand? Storm in a teacup or disaster averted?

    By Brian James, Industry Executive, Technology and Telecommunications • July 22, 2024
  • A person is seated in front of paintings in an art studio. A dog lays at the person's feet.
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    Courtesy of Vans
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    Vans launches ‘Always Pushing’ ad campaign with physical, digital experiences

    The campaign was released as holding company VF Corp. works to transform the struggling brand.

    By Laurel Deppen • July 18, 2024
  • Boost Mobile campaign
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    Courtesy of Boost Mobile
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    Boost Mobile challenges telecom’s big 3 with brand repositioning, campaign

    The wireless carrier is unifying its prepaid and postpaid services under a single brand name and marking the effort with a new look and comedic ads.

    By Aaron Baar • July 18, 2024
  • An individual is pictured from the back, slightly blurred. The phone depics the Burger King game.
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    Courtesy of Burger King
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    Why Burger King is all-in on gamification

    A full pipeline of new and unique in-app games drives engagement for the brand, according to Preston Nix, director of loyalty and CRM. 

    By Amanda Baltazar • July 18, 2024
  • Actress Michelle Buteau stars in Amazon's 2024 back-to-school campaign.
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    Courtesy of Amazon
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    Amazon pushes savings with back-to-school ad, ‘Dorm Roomz’ series

    The e-commerce giant tapped actress Michelle Buteau for a 30-second spot encouraging shoppers to “spend less on your little freeloaders.” 

    By July 18, 2024
  • NFL All-Pro Micah Parsons of the Dallas Cowboys
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    Courtesy of Champs Sports
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    Champs Sports launches brand platform as it works to reposition itself

    As part of the effort, the retailer partnered with the Dallas Cowboys’ Micah Parsons, New York Mets’ Francisco Lindor and Miami Dolphins’ Jaylen Waddle.

    By Howard Ruben • July 17, 2024
  • Audible's AR OOH campaign on a screen in New York. The image reads, "There's more to imagine when you listen."
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    Courtesy of Audible
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    Audible brings storybooks to life with innovative global AR campaign

    The out-of-home ads leverage GroupM’s WinDOOH technology to transport consumers to fantastical worlds without the use of a mobile device.

    By July 17, 2024
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    Alex Wong via Getty Images
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    Kraft Heinz names former Pepsi marketer Todd Kaplan as North America CMO

    The decorated CPG marketer, who spent nearly 20 years at PepsiCo, is tasked with realizing modern marketing capabilities that can unlock new growth.

    By July 16, 2024
  • Mtn Dew's Mountain Dude
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    Courtesy of Mountain Dew
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    Why Mountain Dew introduced the Mountain Dude to refresh ‘Do The Dew’

    Crafted by Goodby Silverstein & Partners, a new campaign features a stylish brand character and a call for consumers to get off their… donkeys.

    By Updated July 15, 2024
  • Honda Twitch Rivals chat memory game
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    Courtesy of Honda
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    Honda drives deeper into gaming, esports with Twitch Rivals sponsorship

    Users will be able to digitally customize a 2025 Civic hybrid sedan through chat polls during an interactive segment called “Chat’s Civic Mods.”

    By July 15, 2024
  • Citroën
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    Courtesy of Citroën
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    Column

    Campaign Trail: Citroën’s revolution liberates electric vehicles from elites

    The Stellantis automaker updated the French Revolution with an anachronistic spot from agency BETC that recalls Sofia Coppola’s “Marie Antoinette.”

    By July 12, 2024