_Editorial Archives

How Milk-Bone Drove Brand Interest With Alexa Interactive Audio Ads

In collaboration with Amazon Ads, Milk-Bone developed a distinctive, delightful campaign in 2022 that leveraged the power of Alexa for interactive audio ads and brand experiences.

AW Throwback: Mr. Zip

Let’s go back in time to the year 1963. This is when the ZIP code first made its introduction.

Maximizing Your Marketing to Draw, Capture and Activate Attention

With so much saturation, consumers easily become blind to advertising and it’s harder for the brand’s message to have any meaningful impact.

Black Women Talk Tech

Group Black profiles Black Women Talk Tech

Group Black: Culture in Cannes

It is no secret that traditionally, the Cannes Lions Festival of Creativity has exhibited a lack of diversity. So, in 2022, Group Black set out on a mission to change that. And 2023, they returned to the festival on a mission to bring even more inclusivity to the beach than ever before.

Get On Board with GA4 Now: Marketers Must Act Swiftly to Uncover Data Insights for Informed Decisions

With an overhauled meaning of the language, what the data marketers are expecting to see will be vastly different. This is one of the major sticking points for those transitioning to GA4.

When Life Needs and Escape Button, We Can Be the Antidote

By leaning into comedy, into creativity, our industry has an opportunity to drive the direction of culture, something that advertising, at its best, has always done.

Understanding Complex Hispanic Audiences With the Right Marketing Research Approach

Hispanic Americans represent a real and growing population of consumers and developing marketing, advertising and messaging that speaks to their unique needs can improve your overall customer portfolio, and if done well, your bottom line.

Consumers 50-Plus Are Online Like Never Before. Here’s How Marketers Can Reach Them

The success of your digital campaign among 50-plus consumers will depend not only on efficient targeting and a compelling offer, but mobile-friendly design and a seamless transaction mechanism that makes buying a breeze.

Why It’s Important for Creators to Diversify Platforms to Strengthen Audience Resilience

With constant shifts and changes in social media, creators face challenges when they over-rely on a single platform for showcasing and monetizing their talents.

Beyond the Screen: Why Brands Should Collaborate With Gaming Creators ‘Away From Keyboard’

For brands, there is always an opportunity to explore partnerships with prominent influencers in the gaming space, providing they allow the creators to remain true to themselves and their audience.

Beyond Conventional Briefs: Maximizing Agency Potential Through Challenge-Focused Briefing

A challenge brief is like an equation. It should be formula based and methodical at every step of the way. Internal and external perspectives must be considered to work through the challenge to find the solution.

We All Lose in the Race to the Bottom With Agency Fees, Especially Brands

Today’s media and advertising fragmentation make data, technology and services more essential than ever before, and by leveraging the industry’s collective data-driven expertise, alongside respect and commitment, agencies will usher in a new chapter of agency-brand partnerships.

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