The heat is on across much of the U.S. this weekend. That makes it a perfect time to stay inside and catch up with the coolest stories that came across our desks this week.

After one of its subsidiaries went through a very public bankruptcy last year, FirstEnergy needed to do some serious brand building to reassure customers it was still focused on their electric needs. Their bright idea? An engaging campaign spotlighting their employees, the men and women who literally keep the lights on.

Video was a key component of the FirstEnergy initiative. If you’re looking to shine a light on your B2B brand, check out our round-up of great tips that will get more eyes looking at your next great clip.

There’s a lot of chatter about whether B2B brands should look to their B2C counterparts for great marketing ideas. Charles Long says not so fast. Check out whey he thinks B2B brands need to remember why their customer experience is such a different animal.

But if you are a B2C brand, success in your first experiential tour doesn’t always equate to success in Take 2. Santa Margherita winery has big plans for the upcoming iteration of its summer tour. Jane Scott, vp marketing, gives us the scoop.

Another brand playing off a previous success story is Glad Press’n Seal. Its latest hilarious video stars comedian and TV and podcast host, Grace Helbig, who can be seen bumping along a country road in a kitchen built on the back of a moving flatbed truck. She’s trying to make an elegant, “Instagram-worthy” poke bowl and Press’n Seal comes to the rescue. It’s enough to make you cry with laughter.

Meanwhile, marketers with in-house agencies are having difficulty keeping their creative teams energized, and are also concerned about attracting top-tier creative talent. A new study lays out the stubborn issues, but also offers some nifty solutions.

Find a shady spot, stay hydrated and we’ll see you next week.

Beth Negus Viveiros
Managing Editor
Chief Marketer