Brands can shell out the big bucks for a lukewarm celebrity endorsement, or invest in the true powerhouses when it comes to influence: micro and nano creators.
As fast food brands capitalize on the growth of plant-based diets, they have the scale to take a growing movement mainstream
Consumers are embracing a world of hybrid digital and physical experiences — and brands are getting on board.
Brands that lean into sustainability, especially through strong imagery, will connect with a broad consumer audience on one of the most universally important issues of our time
Corporate social responsibility only succeeds when it comes from the top down.
"In this environment, it is more important than ever that brands clearly understand their role in consumers’ lives and know how to take action based on that role."
The 2018 Winter Olympics in PyeongChang were a marketing fail, says Organic's VP of client services.
What audiences say about a brand is more important than what the brand says about itself, says AHA's executive creative director.
Brands that don't look deep within to find their souls will make hollow progress, says TBWA\Chiat\Day LA's chief strategy officer.
Just like the athletes, whether or not marketers have what it takes will play out on the global stage, says Momentum Worldwide's president and CMO.
A host of new and well-financed players are moving in and complicating the picture for content producers, says Possible's Rebekah Smith.
Brands will have to decide what purpose they wish to serve, says Stylus' head of media & marketing.
Chris Uettwiller, executive producer and partner of Oscar-nominated production company Dirty Robber, discusses the importance of fluidity in creating compelling content.
The gaming industry is still often missing the mark when it comes to reaching and engaging with women in impactful ways, says Untitled Worldwide's CEO.
Thanks to the ease of organizing, consumers are protesting brands with the very same force they use to protest social issues, says Droga5's chief intelligence officer.
While his comments often come across to some as ridiculous or outrageous, it's hard to deny his choice of words is powerful, says Persado's co-founder.
Meaningful transformation isn't about tacking on a new product service but about designing a total brand experience, says Redscout West's head of strategy.
This quick-and-dirty attempt to bolster online ratings is like fast food: It might taste great at first, but it eventually comes back to haunt you, says the founder of Convince and Convert.
A new study unmasks the growing disconnect between what juries view as a success and public reaction says Ace Metrix's CEO.
The grocery retailer's efforts to fix the "Whole Paycheck" problem means big brands can help fill a void with their own offerings.
Companies that want to set up a base in a new city should consider a few things first, says JWT Atlanta's head of innovation.
After the U.S. Men's National Soccer Team's devastating loss, how can brands pivot their messaging?
Dove had a compelling message it wanted to communicate, but somewhere along the internal process, it got lost in translation, say Stylus' head of media & marketing.
Marketers must apply the same level of rigor and attention that is given to their visual identity to sound, says creative music agency Listen.
Compared to just three years ago, there is a sense of excitement and anticipation about the trajectory of the category, says Geometry Global's CCO.
Users require a brand that aligns with their values and sparks a personal connection, says Blackbaud's svp of global marketing.
Here's how brands can capture the attention and hearts of sports fans and turn them into loyal customers, says Oath's head of US field sales.
Brands are using their platforms and capital to support greater inclusion and diversity, says a strategist at Siegel+Gale.
To build a strong core, a brand's highest priority should be instilling its employees with a larger sense of purpose, says Brand Union's senior manager of development.
Achieving the clear articulation of a simple purpose is anything but simple, says Mono's CMO.
Retail is being eaten alive by Amazon and brands could be next, writes the director at Furthr.
Brands must understand that there's often a gap between intended meaning, and how that meaning is received by others.
Brands typically dramatize transformative product benefits, but instead inadvertently take consumer power away, writes the director of strategy for Burns Group.
If Western agencies are serious about helping Japanese brands go international, they need to treat them with the respect they deserve.
WFA advertiser members were quizzed on their views regarding online advertising and their investment intentions for the year ahead. This is what the survey found.
Our brains are wired to react to newness and the potential for reward, writes an associate strategy director at Deutsch.
Quantitative methodologies can tell you the what, but they often fail to tell you why, writes Possible's global chief strategy officer.
Agencies seem to have forgotten our job is to sell stuff, says the chief creative officer at Droga5 London.
The CMO of Airbnb on the evolution of entertainment as a marketing platform and how brands can carve out new creative spaces for consumers.
In an era when two companies seemingly own the customer, it's no wonder marketers are seeking the elusive "third option," writes the chief strategy officer at iCrossing.
The Kendall Jenner ad confirms suspicions that brands only want to do good in a transactional and inauthentic way, writes the co-author of "Good is the New Cool: Market Like You Give a Damn."
The company needs to give brands the visibility and transparency they deserve, writes the founder of The&Partnership.
The democratization of information and publishing comes at a price. That price is societal and commercial risk, writes GroupM's chief digital officer.
Daryl Fielding, who has worked with both companies, gives her view on the aborted merger.
"Capture Different" outperformed the camera brand's user-gen videos, according to Ace Metrix.
Clients love them, but not every brand can pull off an inspirational message, says a principal and writer at Young & Laramore
Thousands of emails leaked from the Clinton campaign reveal little about the Democratic presidential nominee's beliefs, writes chief global analyst at Kantar Millward Brown
The 4-minute animated film is Ace Metrix's highest-rated QSR ad of all time, writes its VP of marketing
Resonance China's Jerry Clode explains how a poorly-chosen Chinese brand name can cause "silent damage" to your brand over the long run
The 30-second spot featuring a self-driving car outperformed nearly 100 ads tested in the category, writes Ace Metrix's VP of marketing
Spend is up, and recall is down. It's time to adopt new approaches to content distribution, writes Heat's managing director
The minute-long spot held viewers' attention and affection, writes Ace Metrix's VP of marketing
A winning combo of comedy and authenticity, right down to the accents
Intellectual property is a matter of opinion in Parks vs Park's, writes Siegel+Gale naming strategist
Liquor brand scores high by taking research on Millennialls to hear, says Ace Metrix's VP of marketing
Both ads scored high, but one hit home with people shopping for cars, says Ace Metrix's VP of marketing
Frpm Trump to Equinox, brands with polarizing positions are proving popular, writes the Brand Union strategist
We need trust to break down traditional barriers of working if we want game-changing creativity, Keith Weed writes
What gives one moniker greater power than another?
Wieden + Kennedy delivers another knockout punch, according to Ace Metrix research
Anyone who won an award for VW work last year should be running to give it back, writes the co-founder of Genius Steals
The CEO of The BAM Connection examines the unintended consequences of project work
Beardwood & Co. managing partner offers three strategies for success
Take out the enemy like a martial arts master, says Conversant's SVP of products
Trade associations and conferences won't solve what's wrong with online advertising
How smart brands are using language to brand themselves in a way simple images never could
The 'party game for horrible people' has a lot to teach us about taking risks and throwing out the rule book
What separated the winners from the losers in the year's big media pitches? The CEO of search consultancy ID Comms gives an inside glimpse
The time is right for brands to deliver valuable educational experiences, writes the president of GoKart Labs
Three leading child development scientists offer some ideas on how to advertise to kids better
Genius Steals' co-founder says betrayal always hurts more when it's someone you really like
While many ad agencies claim to have deep expertise in content strategy and creation, there are few that can actually deliver against it, says Meredith Xcelerated Marketing's EVP
The manifestation of interface brands in the offline world is a collective yell for substance, writes TBWA\Chiat\Day LA's chief strategy officer
With Baby Boomers controlling 60% of consumer spending in the US, marketers who obsess over Millennials are missing out on a huge opportunity
Tash Whitmey, CEO of Havas Helia, argues it is time for brands to make friends with Snapchat
The courage to lead rather than follow is a virtue the industry must reward
72andSunny partner and ECD says "Like a Girl," "The Other Side" and "Penguin" will continue their awards season sweep right down The Croisette
The worldwide director of J. Walter Thompson's Innovation Group takes the measure of the next market
Grace Blue's North American CEO describes what it takes to bring a brand back from the brink
Cintell CMO says Whole Foods' demographic segmentation is primed to backfire
Online Marketing Manager Undisclosed Adagio Tea, Skokie, IL
Marketing Director - Greater Los Angeles Undisclosed Cushman & Wakefield Inc, Irvine, CA
Senior Marketing Manager Undisclosed Mediamath, New York, NY
Senior Marketing Manager/ VP of Marketing Undisclosed Snapsheet, Chicago, IL
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