Bacardi is debuting a digital video spot for its Martini brand featuring celebrity bartender Simone Caporale, American model Madisyn Ritland and other celebrities. The 60-second short film, which is set in Rome, seeks to align the brand with the enjoyable, leisurely and carefree Italian way of living, said Global Brand Director Caroline Hipperson.
Amazon invested $2.6 billion in US advertising in 2016, a 30% increase, Ad Age reports. In contrast, many major retailers such as Target, Macy's and Kohl's have pulled back their ad spend, apart from Wal-Mart, which invested $2.2 billion in US ads last year.
Website design is beginning to turn away from a solitary flat color and toward soft and wavy lines. Carrie Cousins explains the many variations of this trend, noting that "[i]t's one of those trends that can almost sneak up on you because it appears in so many forms."
New managers should strive for a work-play balance when interacting with employees, but recognize the process entails a learning curve, Marissa Connelly writes. Fresh leaders should also avoid fretting mistakes and getting hung up on missteps as their responsibility is to drive forward, she adds.
Coca-Cola is partnering with streetwear designer Kith to produce a limited-edition Converse Chuck Taylor All Star sneaker with a frayed top and the Coca-Cola logo emblazoned in red print. This is the beverage brand's second collaboration with Kith following a previous line that featured hats, shirts, jackets and hoodies.
Business-to-business marketers should tap look-alike modeling on social platforms to identify and engage with prospects who exhibit behavior and interests similar to existing customers. Target social users based on their professional criteria, and integrate your first-party customer data with social platforms.
The advertising industry must introduce a code of ethics for the use of artificial intelligence as advertisers glean ever-greater insights about individuals and acquire increasing power to influence their behavior, writes Havas' Jason Jercinovic. "[W]e must establish best practices for the use of AI in advertising, and understand the differences between what we can know, should know, and shouldn't know," he writes.
Western Union's Libby Chambers explains why marketers must possess financial acumen and describes how her team identified efficiency savings to boost spending on growth initiatives. She explains that the science behind marketing efficacy hasn't changed, saying, "What's changed is we're trying to make the whole analysis through insight through decision cycle more rapid."
Experian CMO Kristen Simmons led a marketing paradigm shift at the company, directing the focus away from gaining new customers to instead center on improving services to existing customers. Simmons states of the strategy, "From our standpoint, the most important thing is understanding the consumer's intent and their larger goals in life, and then helping them on that journey."
Consumers 50 and older have increased their time spent on social media by 64%, accounting for 20% of their total media consumption, Nielsen reports. Engage with this audience by working with older influencers and by delivering content of value to them, Carusele's Amanda Fuquay writes.
- Page 1