Ultimately, the reason everyone has their own “flavor” of SPO is because SPO is not one-size-fits-all.
BRANDS + MARKETERS
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The future of performance marketing isn’t about choosing the right channel. It’s about understanding contribution and rewarding it accordingly.
This isn’t just an AriZona story. It’s a warning for every brand navigating inflation, loyalty, and cultural relevance. When trust is part of your equity, protecting it isn’t optional—it’s the work.
AW SHORTS – BRANDS + MARKETERS
Why follow one track only when you can combine the best of all worlds to maximize returns. This is how you build a real B2B brand that you can actually take to the bank.
Hardhat is an agency that works to marry the best of creativity with an understanding of the ins and outs of human behaviour. Here, Co-Founder Dan Monheit gives us an insight into how he uses psychology to fuel creative output.
There are good reasons that content has long been considered the rightful king. When well placed and targeted, it has the primal ability to connect and spark consumer engagement, both short and longer-term.
As we look ahead to a new wave of winners and losers – yet to be decided in the post-Covid flux – businesses that walk the line between digital and real worlds may well come off the best.
Every decade or so there is a public service ad campaign so iconic that it defines the time in which it was made. The new ‘It’s Up To You’ campaign, aims to educate Americans about the COVID-19 vaccines and will almost certainly be the defining campaign for the 2020s.
Working with a nonprofit can be a powerful way for a brand or corporation to express its values around civic or social issues. Let’s digest what it really means to work with a nonprofit and how to make the most of it.
The business world is moving towards sustainability. The benefits are clear: you can help the planet and help your business. In fact, one-third of consumers prefer sustainable brands according to a report by Unilever.
A key goal for any business is brand loyalty. While one-off sales are always positive, it’s a loyal customer base and repeat business that truly sets a brand up for success.
Reactive marketing is the effort by brands to quickly produce content that responds to a current event, talking point or faux pas in a clever or thought-provoking way. It has roots in the newsprint advertising industry, but social media has been instrumental in its meteoric rise.
The way brands excite consumers may have changed due to the physical, in-person limitations of the pandemic, but it doesn’t mean people aren’t looking for ways to recreate the experiences they had with their favourites pre-COVID-19.
Competition in healthcare grows daily, with the digital marketplace more congested than ever before. Delivering cut-through in this space requires a strong brand, a robust marketing strategy and a class-leading customer experience.
Ads.txt, created in the summer of 2017 by the IAB to help publishers exert more control over their advertising inventory, and Sellers.json, released in 2019 by the IAB for buyers, are both well-intentioned and technologically well-designed.
