Deep Dive: Page 2
Industry insights from our journalists
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How Target went from loud and proud — to silent
The retailer remains quiet after pulling some Pride merchandise due to safety concerns. LGBTQ+ groups and marketers say that sends the wrong message.
Daphne Howland • June 7, 2023 -
How legacy beauty brands are aging down to reach Gen Z
Ever-changing trends and flashy brands like E.l.f. Cosmetics are challenging giants like Estée Lauder and L’Oréal to draw from a new playbook.
Jessica Deyo • June 2, 2023 -
Mythbusting the JIC, weaponizing the MRC: What’s up with measurement?
Execs from a new industry consortium focused on persistent measurement issues have been touting their rapid progress and Nielsen’s potential role.
Chris Kelly • May 15, 2023 -
How Bazooka Gum uses nostalgia to drive sweet success
More than 75 years after the iconic pink bubble gum first launched, it’s still popular for the flavor, texture and comics that made it famous — and that isn’t likely to change.
Megan Poinski • April 19, 2023 -
Will metaverse marketing survive the current tech rout?
Brands remain active despite a lot of doomsaying, though experts agree they must prioritize compliance as platforms like Roblox tighten their policies.
Peter Adams • April 5, 2023 -
A new era for alcohol advertising gets a slow start
AB InBev ended its 33-year hold on alcohol advertising for Super Bowl LVII, inviting new entrants like Crown Royal and Rémy Martin to capitalize on the hype.
Sara Karlovitch • Feb. 17, 2023 -
‘Safe, lazy, boring’: How Super Bowl LVII ads mostly fumbled
Celebrity fatigue was prevalent in a night overly reliant on famous faces doing goofy humor, while a handful of emotionally driven spots hit the mark.
Peter Adams and Chris Kelly • Feb. 13, 2023 -
Has TV ad measurement’s day of reckoning finally arrived?
Major industry players have come together to push for alternative currencies, but Nielsen has proven resilient, even amid challenges to its monopoly.
Chris Kelly • Jan. 30, 2023 -
9 marketing trends to watch as 2023 tests transformation bets
Pivots to ad-supported streaming, alternative measurement currencies and new social platforms all face challenges as consumers simplify their choices.
Peter Adams, Jessica Deyo and Sara Karlovitch • Jan. 18, 2023 -
C-store chains are betting on retail media in 2023. But at what cost?
On the heels of 7-Eleven announcing its first venture into the space, retail media promises to bring new growth and opportunities — as well as challenges — for c-stores.
Brett Dworski • Jan. 13, 2023 -
9 campaigns that boosted the mood in 2022
Amid persistent economic woes, an ongoing war and a series of controversies, efforts by McDonald’s, Old Spice and Chipotle found a way to cut through the noise.
Peter Adams, Jessica Deyo and Sara Karlovitch • Dec. 12, 2022 -
Behind the making of 7-Eleven’s retail media network — and what c-store operators can learn from it
The chain’s Gulp Media is the first of what will likely be many retail media enterprises in the industry as companies wrestle with higher costs and an evolving digital landscape.
Brett Dworski • Nov. 28, 2022 -
Gift giving meets revenge living: Why experiences are so important this holiday season
Consumer spending this year could meet last year’s totals, but with fewer gifts expected to be given, landing the sale just got harder.
Jessica Deyo • Nov. 14, 2022 -
As retailers sell more ads, marketers’ frustrations and fears grow
Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants.
Peter Adams • Nov. 8, 2022 -
How an empowered creator economy is challenging marketers
Likes no longer equal success, authenticity sells and TikTok’s highest paid contributors just launched their own enterprise, leaving marketers on a continuous pivoting loop.
Jessica Deyo • Sept. 20, 2022 -
Cold beer, hot planet: How two very different beer brands respond to climate change
Coors Light and Corona have become more environmentally friendly in ways that remain true to each brand’s positioning.
Sara Karlovitch • Sept. 13, 2022 -
Back-to-school challenges marketers as shoppers focus on savings
Brand loyalty is out the window amid economic distress, tasking brands and retailers to find new ways to court once-faithful customers.
Jessica Deyo • Aug. 10, 2022 -
Why NFL sponsors are reevaluating their relationship with the league
This year so far has brought an unusual number of change-ups in how advertisers support the league. Several factors lay behind the shift.
Sara Karlovitch • Aug. 3, 2022 -
On ice: How whiskey brands are marketing to a new crowd
The commercialized whiskey industry is hundreds of years old. If it’s going to survive another 100, the marketing playbook needs to change.
Sara Karlovitch • July 19, 2022 -
Why big agencies are investing in supply chain and inventory services
While pandemic-driven trends have given agencies a peek into clients’ broader operations, getting buy-in for new services could be a challenge.
Aaron Baar • July 18, 2022 -
7 campaigns that transcended the turmoil of H1 2022
Amid global conflict, domestic crises and the continued effects of the pandemic, many marketers struggled to connect with distracted consumers.
Chris Kelly, Sara Karlovitch and Jessica Deyo • July 12, 2022 -
Marketers lost their creative verve amid deluge of challenges
Once-promising categories like crypto went silent due to an economic rout, while much of media investment flowed to performance channels that don’t inspire much in the imagination.
Peter Adams • July 12, 2022 -
Banks eye first-mover advantage to embracing the metaverse
Banks are carving out their own spaces in the metaverse, a virtual world estimated to represent a $1 trillion market opportunity.
Anna Hrushka • June 3, 2022 -
Why the media network craze is just getting started
Marriott’s push to sell more digital advertising marked a first for the hospitality industry, but marketers shouldn’t be surprised if verticals from airlines to financial services follow suit.
Peter Adams • Updated May 31, 2022 -
How Miller Lite and Bud Light’s epic clash shook the marketing world
It’s a feud as old as light beer itself, filled with lawsuits and smear campaigns. However, waning interest in beer has heightened the stakes for both brands.
Sara Karlovitch • May 24, 2022