Engagement
-
Events
Aligning Brands With Key Cultural Moments: Considerations for Marketers
When deciding whether to align your brand with a key cultural moment, whether a forthcoming holiday or a tentpole event, determining the right audience and product fit can make or break consumer response.
-
Profiles & Campaigns
Doritos Marketing Part 2: Creator Partnerships, Gaming Integrations, Experiential and Media
Part two of our conversation with Doritos’ Head of Global Marketing Fernando Kahane reflects on creator partnerships, gaming integrations, experiential marketing and balancing the brand’s media mix.
-
Profiles & Campaigns
True Religion’s First CMO on Influencer Strategies, Creator Collabs and Sports Activations
We spoke to True Relgion CMO Kristen D’Arcy about the brand’s latest accomplishments, from a collab with rapper Saweetie—its first women-fronted campaign—to NFL and NBA activations to a spike in TikTok followers.
-
Digital
Brands on Fire: Crayola Marketing EVP on Courting Educators for ‘Creativity Week’
We spoke with Crayola’s marketing EVP about Creativity Week, including how the brand develops the program, its target audience and marketing outreach.
-
Engagement
Adobe Chief Brand Officer Talks Experiential Strategy at the 2024 Sundance Film Festival
Heather Freeland, Chief Brand Officer at Adobe, talks program strategy, engagement and advice for fellow brand marketers at Sundance.
-
Demand Gen
How Three Brands are Using OOH to Amplify Gamification Strategies
While not “new,” out of home (OOH) is increasingly becoming a channel of choice for brands looking to amplify their gamification efforts. Here are three real-world examples.
-
Demand Gen
State Farm Head of Marketing on Brand Building Tips for Gen Z, Gamification and Experiential Activations
State Farm’s Head of Marketing Alyson Griffin provides tips on building brand awareness, meeting Gen Z consumers where they are and creating experiential activations that stand out from the competition.
-
Demand Gen
Blue Cross Blue Shield CMO on Post-Pandemic Marketing, New Audience Channels and Regional Targeting
Part two of our chat with the marketing chief, which covers the healthcare business post-pandemic, new channels to reach audiences and how regional targeting will factor into Blue Cross Blue Shield’s marketing strategy.
-
Profiles & Campaigns
How 10 Sports Sponsorships Tapped Into the College Football Tailgate Scene
How brands have activated across the tailgate scene, from Bud Light’s Backyard Tour to Nike’s Yardrunners activation to e.l.f. Cosmetics’ pink glow-up bar.
-
Digital
Smirnoff’s Senior Global VP on Executing the Brand’s Largest Campaign in a Decade
Highlights from our conversation with Smirnoff’s Senior Global Vice President, Stephanie Jacoby, about the brand’s latest global marketing campaign.