Brand Strategy

  • The Airbnb logo is displayed on a computer monitor and cell phone.
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    Mario Tama / Staff via Getty Images
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    Airbnb names new CMO on tails of major platform overhaul

    Former Meta and Apple executive Rebecca Van Dyck is taking the reins as the company pushes further into travel services and experiences.

    By • June 6, 2025
  • McDonald's Snack Wrap Files homepage
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    Retrieved from McDonald's on June 03, 2025
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    McDonald’s goes behind the scenes to hype fan-favorite Snack Wrap return

    The campaign will include a new spot, a Snapchat activation and a throwback web portal that features behind-the-scenes content.

    By • June 5, 2025
  • A data center server room. Explore the Trendline➔
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    sefa ozel via Getty Images
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    Trendline

    AI and Marketing Data

    Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data. 

    By Marketing Dive staff
  • Chipotle burrito and app on the beach
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    Courtesy of Chipotle
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    Chipotle’s brand chief on turning up the heat where brand meets culture

    The chain plans to meaningfully ramp up marketing spend as it seeks to bounce back from its first same-store sales decrease since the pandemic.

    By • June 5, 2025
  • Four Lego figures
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    Courtesy of Lego
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    Lego rebuilds Run-DMC’s ‘It’s Like That’ as girls’ empowerment anthem

    A campaign responding to persistent gender stereotypes around who gets to be a “builder” comes as inclusion initiatives are under fire. 

    By • June 4, 2025
  • Dove's #ShareTheFirst OOH ads
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    Courtesy of Dove
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    How Dove’s first creator-led campaign paves way forward for Unilever

    Brand executives discuss how the #ShareTheFirst effort fits into Unilever’s plans to shift 50% of ad spend to social media, particularly influencers.

    By • June 4, 2025
  • A person with curly hair holds up stacked crackers in an ad from Instacart
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    Permission granted by Instacart
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    Instacart embraces ‘90s nostalgia with throwback ads and prices

    Childhood staples from the era like Bagel Bites are seeing prices slashed this summer as the grocery delivery platform leans into value. 

    By • June 3, 2025
  • A social media post hovers in front of an office work standing solitary on a hill in a promotional video for RXBar.
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    Permission granted by RXBar
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    RXBar scrubs corporate jargon from social feeds in battle against B.S.

    Wannabe thought leadership posts shared on platforms like LinkedIn land in the crosshairs of the Kellanova brand’s Chrome web extension.

    By • June 2, 2025
  • A Formula 1 driver in a Gatorade ad
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    Courtesy of PepsiCo
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    PepsiCo looks for global audiences with Formula 1 deal

    Sting Energy, Gatorade and Doritos will be featured in a deal with a sport that generated more than $2 billion in total sponsorship revenue last year.

    By Aaron Baar • June 2, 2025
  • A nurse drinks Celsius at a hospital
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    Courtesy of Celsius
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    Celsius targets active lifestyles in brand’s largest campaign to date

    The energy drink is marketing around a wider definition of fitness that moves beyond athletes and gym-goers.

    By • June 2, 2025
  • Lindsay Lohan appears in an Old Navy campaign
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    Courtesy of Old Navy
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    Old Navy shows off activewear with Lindsay Lohan in ‘80s-inspired spot

    The Gap brand, which reported a ninth consecutive quarter of market share gains, is now the No. 5 player in the active category.

    By • May 30, 2025
  • Steve Schirripa and Michael Imperioli in a Sanpellegrino ad
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    Courtesy of Sanpellegrino
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    Column

    Campaign Trail: Sanpellegrino taps ‘Sopranos’ stars to say ‘ciao’

    Michael Imperioli and Steve Schirripa go from wise guys to nice guys in a social-first campaign created by Ogilvy New York.

    By • May 30, 2025
  • Pizza Hut Book It app
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    Courtesy of Pizza Hut
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    Pizza Hut brings 40-year-old Book It initiative into the mobile age

    The effort follows a previous mobile-focused activation that saw the QSR launch an AI-powered second-screen app timed to March Madness.

    By Aaron Baar • May 29, 2025
  • A woman drinks Sprite in music festival attire
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    Courtesy of Sprite
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    Sprite targets ads around scorching temps for global summer campaign

    Out-of-home ads will assess factors like location and ambient temperature to serve up messages to consumers most in need of chilled refreshment. 

    By • May 29, 2025
  • Stitch Fix's mobile app
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    Courtesy of Stitch Fix
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    Q&A

    How Stitch Fix’s brand platform is helping drive transformation

    CMO Debbie Woloshin speaks about artificial intelligence and staying agile in her first interview since joining the apparel company.

    By • May 29, 2025
  • Sisters using mobile phone in the bedroom at home
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    FG Trade Latin via Getty Images
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    Marketing to Gen Alpha: How brands can win over the next generation

    The dynamics between the cohort and their millennial parents signal what’s to come in advertising, according to research from Horizon Media.

    By • May 29, 2025
  • Oliver Widger on Twitch for e.l.f.
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    Retrieved from Twitch on May 28, 2025
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    E.l.f. sets sail with viral TikToker Oliver Widger

    The cosmetic brand is working with the social media star, famous for sailing from Oregon to Hawaiʻi with his cat, on a Roblox-based activation.

    By • May 28, 2025
  • A sign advertising a digital ordering app is displayed at a McDonald's.
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    Justin Sullivan via Getty Images
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    Deep Dive

    How restaurant chains are updating their marketing menus in tough economy

    Brands including McDonald’s and Starbucks are taking big swings with creative campaigns, evolving loyalty strategies and digital technology investments.

    By • May 28, 2025
  • Tyla in a Coca-Cola ad
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    Courtesy of Coca-Cola
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    Coke pushes Gen Z to ditch digital noise and embrace summer fun

    “Enjoy the moment with a Coca-Cola” was created with WPP Open X, led by Ogilvy, with support from VML and Publicis.

    By • May 27, 2025
  • Goodpop Yes Kit via GoPuff
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    Courtesy of Goodpop
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    GoodPop wants to empower parents to say ‘yes’ this summer

    A Gopuff partnership encourages parents to embrace spontaneity with the chance to win free, better-for-you alternatives to the usual seasonal treats.

    By • May 27, 2025
  • El Pollo Loco logo and tagline
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    Courtesy of El Pollo Loco
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    Why El Pollo Loco’s rebrand invites diners to ‘Get Loco’

    CMO Jill Adams shares how a new tagline serves as a call-to-action and a play to engage with consumers around their passions.

    By • May 22, 2025
  • McCain Foods Farms of the Future imagery
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    Courtesy of McCain Foods
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    Why McCain Foods made an AR mobile game to teach regenerative farming

    The company’s first global campaign for its frozen fries was designed to make sustainability more easily digestible, explains CMO Christine Kalvenes.

    By • May 22, 2025
  • A Lenovo out-of-home campaign at Piccadilly Circus in London.
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    Courtesy of Lenovo
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    Q&A

    How Lenovo’s CMO balances B2C and B2B marketing in the age of AI

    Emily Ketchen discusses bringing artificial intelligence into the marketing organization and how to stay agile during periods of macro pressure.

    By • May 21, 2025
  • A hotel suite with Uno-themed decor. A game table is featured prominently in the foreground.
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    Courtesy of Mattel
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    Uno plays into game night trend with themed social clubs

    Consumers can enter to win a stay at a themed suite in Las Vegas by posting a TikTok video using a new Uno Reverse Card filter.

    By • May 21, 2025
  • A trio of trucks with see-through glass displays hit the streets of Manhattan as part of Urban Outfitters' back-to-school campaign.
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    Permission granted by Urban Outfitters
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    Urban Outfitters deepens Gen Z experiential strategy for back to school

    A “UO Hauls” campaign features citywide scavenger hunts, immersive pop-ups and a U-Haul partnership aimed at helping graduates move out.

    By • May 20, 2025
  • Tiffani Thiessen in a Chili's ad
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    Retrieved from Chili's on May 15, 2025
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    Q&A

    Chili’s CMO on how ‘culture pops’ supercharge the chain’s sales

    The casual dining chain’s executives have cited marketing as a key factor behind two straight quarters of same-store sales growth of more than 31%.

    By • May 20, 2025