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Zoom looks to reshape its story with its biggest brand campaign yet
The explosion in work-from-home culture in 2020 pushed a lot of businesses to the brink.Not Zoom. Instead, the video conferencing tool saw exponentially increased usage and invaluable brand recognition as many industries shifted to remote work. Now, with the future of work morphing once again in the age of AI, the tech company is taking a moment to announce that…
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Axe asks soccer fans to go out on a limb for World Cup tickets
What would you do for a pair of World Cup tickets? Put on a ridiculous outfit and ask someone out on a date, the marketing team at Axe is hoping.The men’s grooming brand, owned by FIFA sponsor Unilever, is activating against the tournament with a campaign encouraging soccer fans to…
Mondelēz taps soccer stars to get people snacking during World Cup
Sports and snacks go hand in hand, and Mondelēz International has a wealth of experience with both. For the World Cup this summer, the food and beverage giant is leveraging its portfolio of products and its athlete partners to get people snacking.Sports fans are no stranger to Mondelēz snacks: It…
Merrell’s pitch to non-outdoorsy consumers: Go outside instead
Touching grass is good for you, and it’s actually not that hard. At least, not according to Merrell.The 45-year-old hiking footwear brand, which is owned by Wolverine Worldwide, recently debuted a spot titled “It Starts Outside” as part of a new brand platform encouraging exploration of the world outside. The…
Meet the newest ‘Running Point’ character: Jake from State Farm
Like a good neighbor, State Farm is there—“there” being the Netflix show Running Point.Today, the insurance company announced a collaboration with the streamer, which includes a co-branded ad featuring characters from Running Point, the basketball-centric comedy starring Kate Hudson. As part of the deal, Jake from State Farm is set…
All things creator marketing with Tiffany Rivers
Tiffany Rivers is VP of emerging media and influencer marketing at Media Cause. She’s set to speak at Marketing Brew’s upcoming event, The Next Phase of Social and Creator Marketing, on May 12.Ahead of the event, we caught up with her to hear how she is advising her nonprofit clients,…
How soccer orgs and sponsors are putting local spins on World Cup campaigns
With 16 host cities across three countries, it’s safe to say there’s no one-size-fits-all marketing plan for this summer’s FIFA Men’s World Cup.Given the scope of the tournament, the leagues, host committees, media rights partners, and sponsors seeking to contribute to the growth of soccer fandom in the US while…
How The Trade Desk is aiming to remain ‘king of the open web’
It’s been more than 10 years since The Trade Desk was named to Forbes’s list of America’s Most Promising Companies. This year, despite industry-wide challenges and a belief among some in the industry of a widespread contraction of the open web, the largest independent demand-side platform in the world is…
How IBM’s Masters campaign marks a shift in its sports strategy
With the Masters Tournament starting today, many golf fans will have Georgia on their minds. Since not all of them will actually be able to experience Augusta National Golf Club in person, IBM is bringing some of the fun north.The tech giant, which is celebrating 30 years as a partner…
Social platforms are facing increased scrutiny. How long will advertisers stick around?
It’s all fines and games for the social media platforms recently.Last month, a New Mexico jury found Meta liable for violating state consumer protection laws and ordered the company to pay $375 million in damages in a case related to child safety on its apps. The next day, a California…
How Meta’s AI push is changing ad creation
Mark Zuckerberg has laid out a vision for the future of Meta’s core business: One day, advertising on the company’s platforms will be as simple as inputting a credit card number and a business goal. AI will take care of the rest.The company has reportedly said that day could come…
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