Best Practices

St. Jude is returning to the Super Bowl with a different focus. Here’s how it hopes the Big Game will help achieve its goals.

For its third consecutive Super Bowl ad, Nerds candy is once again pairing a celebrity with a CGI animation of its candy come to life. This time it’s with Bravo’s Andy Cohen.

For its seventh Super Bowl commercial, Protein yogurt brand Oikos has gone with streaming rather than traditional TV, amplified with retail activations, ads on retail websites and social content.

This week’s PR Roundup looks at how brands are approaching high-stakes moments—from the real impact of celebrity Super Bowl ads to lower pricing plays and playful Valentine’s Day stunts designed to cut through the noise.

For organizations that participate, sponsor, host or support mega sporting events, the communications landscape is uncompromising: every message, silence and misstep is amplified and politicized almost instantly.

The “Bad Bunny approach” offers crisis managers a set of lessons that apply across government, philanthropy, business and community networks.

From Spuds MacKenzie to Real Men of Genius to the Bud Knight, Bud Light has been crashing the Super Bowl party since 1987. This year, Anheuser-Busch is bringing back some familiar faces to celebrate the real MVP: the keg. Bud Light SVP of Marketing Todd Allen explains.

Intuit CMO Thomas Ranese discusses the company’s strategy for growth, its new platform positioning, the idea behind the new QuickBooks campaign and leveraging AI in marketing.

For communications leaders, there are moments when the job stops being theoretical. When a city is under a national microscope, and employees are watching from their kitchens, discussing in their group chats, and thinking on their commutes, the questions arrive quickly and personally: Are we safe? Does leadership see what we’re seeing? Are we expected […]

Investment, retirement and life insurance brand John Hancock has seen great returns from prioritizing consumer health and wellness in the form of increased customer loyalty and engagement, CMO Lindsay Hanson told Chief Marketer.