Campaigns
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Research
B2B Marketers Are Rethinking Creative Effectiveness
A recent ANA survey suggests that creativity is very important to B2B advertising and marketing communications. But fewer than half said they were equally confident about measuring the impact.
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Shopper/Retail
Why Retail Stores — Not D2C — Are Key to Topo Athletic’s Marketing
As retailers chase direct-to-consumer sales, Topo stays loyal to specialty retail, even four years after Designer Brands acquisition.
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Shopper/Retail
How Amika’s CMO Kept Product Launch Momentum Going For Months
Amika launches The Protector with limited distribution for the first six weeks. The hair care brand chose its direct-to-consumer website, where 45% of customers are repeat buyers, and Ulta as its initial distribution channels.
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Branding/Marketing
How TextNow’s Deeper Research Led to its First National Brand Push
TextNow, known as a free or low‑cost wireless option, has launched its first national brand campaign and is stepping onto a bigger stage by attempting to show its audience the best prices for its wireless plans.
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Campaigns
Why Life Insurance Company Ethos Is Increasing Spending on Celebrity Marketing
Ethos’ advertising budget increases 50% as it pours dollars on its celebrity influencer strategy.
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Campaigns
Goldfish Reignites Decades-Old Campaign
Chris Tutor, Vice President of Advertising and Design, shares the strategy behind recycling ‘The Snack That Smiles Back’ tagline in this Q&A.
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Shopper/Retail
Open Farm CMO Says Brand Awareness Campaigns Need to Drive Sales
Premium pet food brand Open Farm launches its first brand-building campaign. Sales are up in its test markets, faster than expected.
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Top Women Network
Samples, Short Videos Drive Supergoop’s Marketing Strategy, CMO Says
CMO Lauren Weinberg drives growth with highly visible retail placements, short videos and changing what isn’t performing.
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Shopper/Retail
Target’s VP of Creative Shares Tips After Winning In-House Marketing Agency of the Year
Target’s in-house team of 400 marketers creates worlds and stays true to its brand identity, VP of Creative Scott Swartz says in this Q&A.
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B-to-C Events
Crayola Grows Up: How a 123-Year-Old Kids’ Brand Is Rewriting its Playbook for Adults
With the launch of Crayola All Grown Up, the brand is making its biggest push yet toward marketing to adults.
