Profiles & Campaigns
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Shopper/Retail
Purina Dog Chow CMO Brent Gleckler Makes a 3-Year Bet on the Macy’s Parade
Purina Dog Chow commits to floats for three years at the Macy’s Thanksgiving Day Parade to reach a live, engaged audience — and win retail support along the way. Both Dog Chow and the parade turn 100 in 2026.
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Campaigns
Chief Marketer Announces 2026 Campaigns of the Year
The 2026 Chief Marketer Campaigns of the Year Award winners have been announced, recognizing the campaigns, teams and organizations that delivered exceptional results across strategy, creativity and execution this year.
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Shopper/Retail
Ryde Builds Awareness with Athletes, From NIL Interns to Rob Gronkowski
The supplement shot brand offers internships to athletes in its NIL program, and its campaign with the former NFL star reached 20 million consumers and lifted sales of its Focus and Sleep shots.
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Campaigns
Inside Parker’s Decision to Ride a LinkedIn ‘Sell Me This Pen’ Wave
When LinkedIn users began posting one-minute “sell me this pen” videos featuring Parker, Newell’s writing team had to decide whether this was just a curiosity to watch or the start of a live test.
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Profiles & Campaigns
The UPS Store SVP: Character Marketing Isn’t Just For B2C
In this Q&A, The UPS Store’s Senior Vice President of Marketing shares that small-business owners relate to empathetic characters just like everyday consumers, and that can lead to a sticky marketing campaign.
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Social
Dairy Queen Bypasses Athletes for Mascots in Latest Social-Led Campaign
Marketing campaigns featuring athletes have become commonplace. So for a promotion tied to the kickoff of college football season, Dairy Queen highlighted team mascots instead.
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Events
Instructure President Explains What B2B Marketers Can Learn From Consumer Brands
B2B marketers need to feel empathy for the customer’s pain points and spend less time talking about product features, says former CMO, now President Armin Molavi in this Q&A.
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Profiles & Campaigns
Malört Embraces Unique Taste As Growth Driver
Sales for the alcoholic spirit known for its bad taste have quadrupled since 2018. The brand’s marketing hinges on consumers trying the shot with friends and sharing their experience.
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Profiles & Campaigns
Toyota Aims To Build Brand Affinity and Authenticity With OnX Partnership
Toyota extends its marketing initiatives with OnX to include content creators promoting off-road adventure in trucks.
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Shopper/Retail
Gritty Ambassadors To Increase Brand Awareness At Every Man Jack
The personal care brand refreshes its packaging, launches a new brand platform and taps sports influencers in a push to increase its marketing efficiency, said the VP of Brand.
