Brand Strategy
How a road trip across the USA informed Coca-Cola’s America 250 campaign
“It was probably one of the best road trips I’ve ever had,” Joe Sciarrotta, deputy CCO at Ogilvy Worldwide, told us.
Kristina Monllos is a senior reporter for Marketing Brew. She has spent over a decade covering the advertising business for publications like Digiday and Adweek. Her reporting has also appeared in publications like Rolling Stone, New York Magazine's Vulture and Elle, among others. She is also a filmmaker.
Brand Strategy
Why Coinbase is leaning on product-focused marketing for the first time
“We’re really focused on giving a voice to a utility that straddles” Big Tech and finance, CMO Catherine Ferdon told us.
Brand Strategy
How do holding companies decide which agency brands to sunset?
“In theory, each brand in your portfolio should have a different positioning, a different benefit associated,” one exec told us.
Brand Strategy
Inside Hint’s satirical, sexed-up campaign to make consumers crave water
In addition to a campaign playing on sex-sells marketing tropes, the brand created an OnlyFans page.
Upfronts
The best jokes from this year’s upfronts
Seth Meyers, Jimmy Kimmel, and other comedians at the week’s presentations didn’t hold back.
Upfronts
The highs and lows from this year’s upfronts
Musical guests and jokes from late-night hosts kept things fun, but not every moment was a winning one.
Upfronts
At Upfronts, Warner Bros. Discovery focuses on cultural influence over showmanship
The company promised a short but “impactful” presentation.
Social & Influencers
Can a brand help you make friends? Heineken sure thinks so
“What we want to do is use technology in a way that actually does bring people together,” Heineken’s CMO told us.
Upfronts
This upfront season, measurement is more important than ever
Despite the flashy programming announcements, marketers want proven outcomes—which means the week is “less about the content” than it’s ever been, one buyer said.
Cannes
It’s still ‘business as usual’ for Cannes Lions attendance this year—mostly
Despite rising travel costs and economic uncertainty, the industry is still shelling out to get execs to the South of France. But some are recalibrating their approach.