BATAVIA, Ohio (AdAge.com) -- If it doesn't work at the store, it's no longer a good marketing idea for Procter & Gamble Co., which increasingly is driving home this concept, known as "store back," with all its agencies, not just its so-called shopper-marketing shops. Global Brand-Building Officer Marc Pritchard dealt with store back at length in a presentation at P&G's agency summit in Cincinnati
Levi Strauss needed a win in early 2002. The venerable jeans maker had been in a years-long decline heading into that year’s Super Bowl. Since 1997 its sales had fallen by roughly 40%, and it had closed 29 U.S. factories. To pull itself out of its slump, the owner of the Levi’s brand bought air time during Super Bowl XXXVI and devised a plan to up its chances that viewers would like its ad: In the
Don Fox, the chief executive officer of Firehouse of America LLC noticed something strange a couple of years ago: during the midday lunch rush, his sandwich shops were relatively empty, but sales were better than ever. "I'd be thinking, 'Boy, business must be pretty bad.' But the numbers were telling me a different story." People are still eating restaurant food-- they're just not doing it at rest
The New York Times is taking a page straight out of Facebook's playbook by becoming a recommendation feed of sorts. During the 46th annual UBS Global Media and Communications Conference in New York, Meredith Kopit Levien, chief operating officer at The Times, said the publication will aggressively invest in hiring people with backgrounds in artificial intelligence, machine learning, data science a
It might be hard to believe based on what you see, but some marketers are trying not to inundate people with the same ads over and over. But this so-called "frequency capping"—a strategy growing in popularity—is easier said than done. How much is too much? It depends whom you ask. Research suggests the optimal number varies by medium, category, objective and type of ad. Then, even if you have a nu
When it comes to marketing, knowing your customers is absolutely essential. If you don't know them, how then can you best serve them? But despite many platform vendors' promises to help brands understand everything, like where customers live and shop, and when they go online, the world of customer data technology can be murky and rife with misinformation. Accurate customer intel is essential for b
Galloway: Amazon is biggest tech threat out of 'The Four' | Digital - Ad Age
Scott Galloway's book "The Four" is about tech giants Google, Facebook, Apple and Amazon and how they pose a threat to just about every other business on the planet. But he's mulling a sequel, because he now thinks the first three need to fear the fourth. "Amazon is beating up on the other three wherever it intersects," said Galloway in a provocative speech to the Brandemonium conference in Cincin
Glossier is one of the most successful beauty companies around. At one point, there were 10,000 people on a waitlist just for its lipstick. But before founder Emily Weiss landed $52 million in Series C funding, no one predicted anything like Glossier. In fact, 11 investors turned Weiss down. Across industries, success is arguably more unpredictable than ever. Much of it is driven by social influen
Marketers are clamoring for the opportunities internet-connected TVs and over-the-top platforms like Roku and Amazon Fire provide, namely to reach audiences who are unsubscribing to traditional cable and the targeting capabilities that come from IP-delivered content. But currently it's extremely cumbersome to buy audiences across OTT, connected TVs and video-on-demand to achieve any sort of meanin
Spotify is hoping to deliver another blow at rival Pandora, all in an effort to dominate the fast growing, $1.6 billion market that is digital audio advertising. The company says it's running a test in Australia that will allow listeners to skip audio and video ads any time they want, as often as they want, allowing them to quickly get back to music. Listeners who don't pay for a subscription curr
Ed Raldiris, an Atlanta-based creative director, was hunting for a job in early June when he got a promising lead for a gig at IPG-owned PR firm Weber Shandwick. Radiris got an email claiming to be from the company — saying it was regarding a position listed on ZipRecruiter, a job site, for a work-from-home graphic designer position. But alarm bells started to go off for Raldiris when the company
Snapchat has developed a private marketplace for advertisers that could help publishers on the platform sell commercials directly to brands and raise the value of the ad inventory. On Wednesday, Snapchat said advertisers are now able to book ad space in specific shows and channels created by publishing partners, including Hearst, Vice, BuzzFeed, NBC Universal, ESPN and others, through its self-ser
The ad industry generally accepts that reducing TV's commercial clutter would be valuable for marketers. But just how valuable it would be is shaping up as a flashpoint at this year's upfronts, where networks will offer the bulk of their commercial inventory in the upcoming season. While ad buyers and sellers agree that fewer interruptions are key to fighting Netflix and other rivals, the economic
At WPP's annual meeting in June 2017, WPP Chairman Roberto Quarta was called upon to defend CEO Martin Sorrell's then $62.2 million pay package. "Sir Martin Sorrell has built this business from nothing," Quarta said. "He is totally committed to this business. I don't think pay is what keeps Martin here at WPP. He's been here for 30 years and hopefully we will keep him here for many more years." Le
MillerCoors and Anheuser Busch InBev are struggling to grow their biggest brands, but Constellation Brands is sailing along as Corona and Modelo keep outperforming Bud Light, Coors Light and Miller Lite. Now the marketer is trying to seize on its momentum with new drinks that blur the lines between liquor and beer: a flavored malt beverage version of Corona, a Svedka-branded premium spiked seltzer
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