Mass marketing is not the growth plan for baby monitor brand Owlet. And that’s because it has a limited target audience of first-time parents, who are only looking to purchase the product once during a nine-month window. Instead, Owlet’s marketing efforts have to be extremely targeted, according to Liz Teran, Chief Parent Officer and former Chief Marketing Officer. We spoke with Teran about the need to get creative with marketing spend, its product launch during a promotional season and what the company learned when it shut off Google search ads.

Jewelry brand manufacturer Pandora is looking to the Los Angeles shopper to rediscover its brand and its new collection. The company’s month-long pop-up store in L.A. had top-performing foot traffic and sales compared to other L.A. stores, and 80% of customers were new — which was the No. 1 KPI for the activation. Here’s a look at Pandora’s customer acquisition strategy for the pop-up.

Barkman Honey chose a baby blue color for its newly rebranded Busy Bee Raw Honey packaging, which first hit stores in September. Because while honey manufacturers tend to rely on yellow and golden hues that resemble the actual product, the color blue helps Busy Bee stand out from its competition, according to Jessica Cummings, Marketing and Communications Director at Barkman Honey. Along with the new packaging, Cummings’ team devised a new media plan, which will run through the holiday season and well into 2026.

Hallmark Channel’s “Countdown to Christmas” marathon of holiday programming gets underway in October and continues until the big day. But each year, the network finds a new way to get the merriment rolling. We spoke with Hallmark Chief Communications Officer Annie Howell about how the brand is ringing in the season and leaning into a “One Hallmark” approach that makes Hallmark Media a more cohesive part of the overall brand.

Lastly, Chief Marketer just published our 2026 Agencies of the Year list, which spotlights the most innovative marketing agencies of the past year across dozens of capabilities and industry specializations. Check out the full list here.

Until next week,