_Editorial Archives

The CMO’s Guide to Ad Fraud

What if you could increase the accuracy of your performance data, reduce wasted cost and reinvest the savings in brand-building initiatives?

To Meet the Needs of Large Enterprises, CDPs Must Evolve and Handle Data at Massive Scales

As enterprise-scale consumer brands face the disruptions caused by COVID-19, their needs eclipse and transcend the marketing use case for CDP technology.

How Organizations Can Cut Through The Social Media Noise In The New Year

Misinformation and disinformation ran rampant in a year marked by a global pandemic, a U.S. election, racial unrest, climate disasters and an economic downturn.

General Mills, Got Milk? Give Beloved Breakfast Icons Milk Mustaches

How have we not thought to give breakfast’s most beloved brand mascots their own milk mustaches?!

Unlocking Headspace’s Inner Brand Character

Does Headspace have a brand mascot? The answer is no, not officially.

There’s No Going Back to Normal (But That’s a Good Thing)

I’d like to take you back to about ten years ago—when advertising was still “easy,” and you asked your agency to create a TVC. Both production and media budgets were solid.

The TV Ecosystem Cannot Support the Supply Chain Economics of the Open-Web DSP

With every new phase of the TV landscape’s evolution over the past decade, traditional capabilities have fallen closer in line with digital media.

How the “New Normal” Should Influence Your 2021 Media Mix

Going into 2021, if you’re not considering modifications to the media strategy you laid out a year ago, you’re likely neglecting new opportunities.

Unlock Online Potential with the Power of Strategic Video Content

If you lead a modern business, you know that your online presence is a crucial component of your financial success.

Yellow & Gray: What the PANTONE Colors of the Year Say About Our 2021 Outlook

A few weeks ago, Pantone announced the 2021 colors of the year. Yellow and Gray. Two colors that in ordinary times are fine, not striking.

Zero-Party Data Strategies Fuel Personalization in 2021

25% of CMOs will adopt zero-party data strategies in 2021. Why? Because they have to.

Collaboration is the Only way to Avoid Competing with your Friends

Collaboration comes in many forms and for the purposes of this discussion, we are going to focus on the benefits of collaborative marketing.

Marketing Data in 2021: The New Pandemic-Era Best Practices

Companies across industries might be prone to disruption in the coming year, but the wheels will keep turning.

Cheerios Remakes Iconic 1999 Commercial For the 2020 Holiday Season

In 1999, a Grandma shared the story of how she travelled to visit her grandchild with the help of Cheerios.

The Sustainability Agenda Drives Innovation

These are challenging times for producers in the FMCG arena. Although Covid has had a detrimental effect on some industries, it has also been very positive for others.

A Digital CES Means Big Opportunity For Bold, Innovative Brands

If there was ever an event that can benefit from using an all-digital format to make significant leaps forward, it’s CES. And there is no doubt that the best practices from CES 2021 will shape what the event will look like for years to come.

How Celestial Seasonings’ Sleepytime Bear Became a Tea Icon

For nearly 50 years, boxes of Celestial Seasonings herbal tea have been adorned with rich illustrations of the Sleepytime Bear.

A Reflection on the Election Process: A Look Inside ResTech and Why it Matters

Let’s take a look at what we mean when we talk about the connection between elections and research technology (ResTech).

Good Design Saves Lives

The words design and creativity are widely misunderstood. If you were to ask people what they first think of when hearing them, they might say painting or drawing.

The Breakdown of Point Solutions in a Platform-Based World

The era of the standalone data management platform (DMP)—along with tech point solutions in general—is rapidly coming to an end. For a lot of brands that are hugely invested in their current tech stacks, this represents an unpleasant reality.

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