Best Practices

A few years ago, Foot Locker’s loyalty program had low customer penetration. Today, 50% of the company’s sales are from loyalty program members, up from just 20% one year before. Here’s how the brand made it happen.

On social media, statistics might inform, but storytelling creates connection. Smart communicators don’t stop at the data; they use it as a springboard to craft narratives that resonate, inspire and build brand affinity. Here’s how to approach it.

Enterprise B2B marketers are now emphasizing revenue-focused KPIs over vanity metrics such as clickthrough rates and lead volume, according to a study from B2B marketing specialist 2X and management consultancy Avasant.

We sat down with McKinsey & Co. partner Robert Tas to discuss the report findings, reasons for the CMO-CEO disconnect, how successful companies are handling customer growth and the biggest lessons for CMOs moving forward.

Spangler Candy Company, parent company and maker of beloved lollipops Dum-Dums, in May doubled down on its use of artificial dyes in the colorful, flavorful confections. But when companies take a stand on food (or other) issues, especially in the context of the current administration’s fast-moving policymaking, being prepared and planning for how to respond to key stakeholders is essential.

Multiple brands once again descended upon the Côte d’Azur for Cannes Lions to entertain marketing, advertising and comms professionals with innovative content and technology activations.

Here are five (spoiler-free!) key communication lessons from “Running Point,” and the real-life Buss family, that PR pros can apply in their day-to-day work.

This week’s PR Roundup looks at the viral social media mania surrounding the Labubu doll, Boston University’s indirect response to “Call Her Daddy” Host Alex Cooper’s sexual harassment allegations and a unique campaign pairing authenticity and carbs. 

This discussion addressed the changes in Pride PR, as well as the proactive methods of some who are doubling down on Pride this year. 

Questions from the audience included what size does a company have to be to consider using tools against disinformation and what types of tools can be used for threat protection, among others.