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Skip to main content CONTINUE TO SITE ➞ DON’T MISS TOMORROW’S MARKETING INDUSTRY NEWS Let Marketing Dive’s free newsletter keep you informed, straight from your inbox. * Daily Dive M-F view sample Topics covered: Social media, brand strategy, advertising, marketing technology, data/analytics, content marketing * Mobile Weekly Every Thursday Topics covered: Campaigns, platform developments, apps, gaming, trends * Agencies Weekly Every Monday Topics covered: Campaigns, reviews, strategy, partnerships, technology, results By signing up to receive our newsletter, you agree to our Terms of Use and Privacy Policy. You can unsubscribe at anytime. * Deep Dive * Library * Events * Press Releases * Topics Subscribe * Search * Subscribe Search * Brand Strategy * Mobile * Creative * Social Media * Video * Agencies * Data/Analytics * Influencer Marketing * Ad Tech * CMO Corner Permission granted by Papa Johns PAPA JOHNS TAPS THE MARTIN AGENCY, CARAT IN AGENCY SHAKEUP Both shops pitched the pizza chain on insight-driven strategies that can drive cultural relevance and improve areas like targeting and loyalty. Read more ➔ TOP STORIES 1. OSCAR MAYER, MINT MOBILE DOLE OUT FREE BACON FOR NATIONAL CAMPAIGN 2. Opinion WHY BRANDS AREN’T FULLY INVESTED IN RETAIL MEDIA NETWORKS 3. FRITO-LAY REAFFIRMS COMMITMENT TO DIVERSE CREATORS WITH NEW CAMPAIGN 4. COCA-COLA ENLISTS HOLLYWOOD TALENT FOR CHRISTMAS SHORTS 5. IPG MEDIABRANDS STRIKES DEAL WITH AMAZON FOR AD-SUPPORTED STREAMING THE LATEST * Access now➔ Pete Bellis via Unsplash Trendline HOW BRANDS ARE HARNESSING INFLUENCER MARKETING Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers. * Roni Bintang / Stringer via Getty Images DENTSU: AD MARKET TO GROW 4.6% AS BRANDS PRIORTIZE ATTENTION OVER REACH An increasingly fragmented media landscape and higher volume of ads have driven up the costs to reach individual consumers. Social Media * Courtesy of Pizza Hut PIZZA HUT CELEBRATES DELIVERY DRIVERS WITH QR CODE DOORMAT AND FREE PIZZA Delivery drivers who see the Reverse Delivery doormat displayed on a doorstep can scan the QR code to receive a courtesy pizza. Brand Strategy * pixelfit via Getty Images Opinion HERE’S WHAT SEPARATES A GOOD MARKETER FROM A BAD ONE At the core is the desire to gain a holistic understanding, according to Meta Reality Labs’ Dave Kaufman. Brand Strategy * Illustration: Derek Abella for Industry Dive Tracker SUPER BOWL LVIII: TRACKING EVERY AD Pringles will appear in the big game for the seventh consecutive year with a spot that will showcase a “playful, new direction” for the Kellanova brand. Brand Strategy * Access now➔ Pete Bellis via Unsplash Trendline HOW BRANDS ARE HARNESSING INFLUENCER MARKETING Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers. Access now➔ Pete Bellis via Unsplash Trendline HOW BRANDS ARE HARNESSING INFLUENCER MARKETING Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers. * Courtesy of Twitch TWITCH LAUNCHES ANNUAL RECAP WITH NEW GAME, MARKETING PUSH The Amazon-owned platform’s end-of-year community recap is being bolstered by a side-scroller game and streamer-focused marketing campaign. Brand Strategy * Permission granted by McDonald’s 6 KEY DETAILS ABOUT COSMC’S, MCDONALD’S NEW FAST FOOD CHAIN CEO Chris Kempczinski said he believes McDonald’s has “the right to win” the afternoon “beverage pick-me-up occasion” with the new concept. Brand Strategy * EvgeniyShkolenko via Getty Images THANKSGIVING, BLACK FRIDAY FOOTBALL BROADCASTS WERE A MARKETING WIN: HERE’S WHAT THE NUMBERS SAY Retail ads during Amazon’s first NFL Black Friday game were 35% more likely to drive engagement compared to category primetime averages, EDO found. Brand Strategy * Permission granted by Verizon Communications PELOTON CMO JUMPS TO VERIZON AFTER LESS THAN A YEAR IN ROLE As top marketer, Leslie Berland will have a wide remit and “usher in a new chapter” for the telecom’s brand, CEO Hans Vestberg said. Brand Strategy * Access now➔ Pete Bellis via Unsplash Trendline HOW BRANDS ARE HARNESSING INFLUENCER MARKETING Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers. * Courtesy of Anheuser-Busch InBev AB INBEV’S KONA BIG WAVE ADDRESSES TOXIC SURF CULTURE IN NEW CAMPAIGN “Share the Big Waves” includes a QR code activation and three-minute video that attempts to unpack perceptions around surf culture. Brand Strategy * Phynart Studio via Getty Images ADVERTISERS WILL RAMP UP SPEND ON CREATORS IN 2024, IAB FORECASTS Growth in digital video consumption is being driven by consumer interest in creator content, per a new report from the IAB and TalkShoppe. Brand Strategy * Courtesy of Team Whistle STATE FARM TAKES INSIDE LOOK AT NFL PLAYERS AND ‘AT-HOME TEAMMATES’ Made with sports media company Team Whistle and agency Optimum Sports, “Home Team” blends brand messaging with football fandom. Brand Strategy * Courtesy of Coca-Cola WHAT COCA-COLA’S GENERATIVE AI EXPERIMENTS MEAN FOR THE BRAND’S FUTURE Selman Careaga, president of the global Coca‑Cola category, detailed how the brand balances artificial and human intelligence. Brand Strategy * Courtesy of Hinge HINGE DATING APP LAUNCHES $1M INITIATIVE COMBATTING GEN Z LONELINESS “One More Hour” will support Gen Z-focused social groups and organizations in New York City, Los Angeles and Atlanta with grants up to $25,000. Brand Strategy * Retrieved from Alibaba on December 06, 2023 Column SOCIABLE: THE AGE OF VIRTUAL INFLUENCERS IS COMING, BRINGING NEW CONSIDERATIONS FOR BRANDS The next stage of virtual influencers could make it increasingly difficult to differentiate real from fake. Social Media * iStock / Getty Images Plus via Getty Images ANA: JUST 36% OF PROGRAMMATIC SPEND REACHES CONSUMERS DUE TO ‘COST WATERFALL’ Marketers could realize $22 billion in efficiency gains with better practices, a figure representing one-quarter of the open web market. Data/Analytics * Courtesy of Domino’s Pizza Q&A WHY DOMINO’S IS AWARDING HALF A MILLION DOLLARS IN SNOW PLOWING GRANTS Chief Brand Officer Kate Trumbull explained how the chain’s latest effort shows off an “experienced by few, seen by many” ethos. Brand Strategy * Courtesy of Hellmann’s HELLMANN’S QUADRUPLE DIPS ON SUPER BOWL WITH ‘MOST IMPACTFUL’ AD YET The Unilever marketer will run a 30-second spot developed with agency Wunderman Thompson that plans to combat food waste. Updated Dec. 5, 2023 Brand Strategy * Courtesy of Diageo SMIRNOFF CELEBRATES CONNECTION IN NEW GLOBAL CAMPAIGN Inspired by data that found a decrease in emotional connection, the Diageo vodka brand wants to spark feelings of togetherness. Brand Strategy * Courtesy of Anheuser-Busch InBev BUD LIGHT TEAMS WITH NFL LEGENDS ON AD FOR SUPER BOWL LVIII GIVEAWAY A new ad starring Peyton Manning and Emmitt Smith timed to the NFL playoffs kicks off the brand’s biggest Super Bowl ticket giveaway to date. Brand Strategy * Courtesy of Globant GLOBANT’S DEAL FOR GUT POINTS TO CHALLENGES FACING INDEPENDENT AGENCIES While Gut has been a breakout creative success, its acquisition by the technology consultancy underscores how crucial deep digital know-how is. Creative * Courtesy of Bath & Body Works BATH & BODY WORKS DROPS 10-FOOT CANDLE TO HELP HOLIDAY SHOPPERS UNWIND The installation is part of a new creative platform centered on reconnecting with the senses amid daily stressors like rush hour traffic and work emails. Brand Strategy * Courtesy of McDonald’s USA Deep Dive HOW THE BEST MARKETING CAMPAIGNS OF 2023 MASTERED POP CULTURE NOSTALGIA Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads. Brand Strategy * Justin Sullivan/Getty Images via Getty Images Deep Dive BRAND BACKLASH: ARE 2023’S EPIC MARKETING FAILS PART OF A BIGGER PROBLEM? High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.” Brand Strategy * danielvfung via Getty Images AD-SPENDING MARKET CONTINUES TO RECOVER, THOUGH 2024 PRESENTS MIXED PICTURE GroupM expects that brands may invest more in shared experiences as day-to-day life becomes increasingly atomized and algorithmically dictated. Social Media * Courtesy of Steak-umm Column CAMPAIGN TRAIL: HOW STEAK-UMM DEEPFAKED REAL VEGANS INTO MEAT EATERS Created with agency Tombras, “DeepSteaks” arrives as generative AI makes it even easier for bad actors to manipulate peoples’ likenesses. Brand Strategy More stories GET THE FREE NEWSLETTER Subscribe to Marketing Dive for top news, trends & analysis Email: * Select Newsletter: Daily Dive M-F * Select Newsletter: Mobile Weekly Every Thursday * Select Newsletter: Agencies Weekly Every Monday * Select user consent: By signing up to receive our newsletter, you agree to our Terms of Use and Privacy Policy. You can unsubscribe at anytime. Sign up A valid email address is required. Please select at least one newsletter. MOST POPULAR 1. Coca-Cola enlists Hollywood talent for Christmas shorts 2. Pizza Hut celebrates delivery drivers with QR code doormat and free pizza 3. 6 key details about CosMc’s, McDonald’s new fast food chain 4. 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