Watching a company’s reputation go down in flames for being tone deaf is a common occurrence these days.

This week we saw the Hollywood Foreign Press Association, whose lack of diversity—among other criticisms—inspired scores of celebrities and brands to distance themselves from the quagmire. We look at lessons learned from the debacle and how organizations can course-correct amid crises.

In the consumer marketing space, AB InBev’s new strategy is centered around inspiring consumers to leave their homes—from Corona’s recent travel-themed campaign to Stella Artois’ forthcoming experiential activations designed to motivate people to frequent restaurants. Read about the company’s approach to content creation, its emphasis on first-party data and the four pillars that make up its global marketing strategy.

Much attention is given to digital marketing strategies—and rightly so. But where does that leave direct mail? With postage rates increasing annually, and rumors that another USPS rate hike could come this summer, it might be tempting for brands to give up incorporating the strategy into the marketing mix. Yet there’s evidence that direct mail makes a significant impact—especially on millennial consumers—precisely because it isn’t digital. Here’s how companies can get the most out of their direct mail investment.

Lastly, we look at one brand that has represented and supported diverse consumers for decades. Here’s how Barefoot Wine & Bubbly highlights diversity in its new ad campaign and brand ethos, “Barefoot with Us,” by preaching a message of inclusivity.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

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