Marketing
Top stories summarized by our editors
5/22/2017

Rick Gomez passed on Columbia Law School to carve out a career in marketing, learning to promote cereal and beverages before signing on at Target in 2013. Gomez is leading the promotion of Target's private-label brands and the retailer's growing investment in digital marketing.

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Advertising Age
5/22/2017

Guinness has teamed up with R/GA London to construct a complete virtual reality experience that introduces customers to its West Indies Porter, Hop House 13 Lager and Guinness Draft. The program, which is set up in Tesco supermarkets, is meant to fully transform and enhance the tasting experience of shoppers as they sample the brews.

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Guinness, Virtual reality, Porter
5/22/2017

Instagram is giving brands triple the amount of engagement of Facebook, and celebrities are getting 3.6 times more engagement, per SocialBakers. The research analyzed hundreds of millions of posts to both platforms.

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Adweek, VentureBeat
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Facebook, Instagram
5/22/2017

TV networks pitched to advertisers at the Upfronts, emphasizing brand safety while admitting digital viewing is changing consumer attitudes toward traditional ad formats. Turner Broadcasting expressed its willingness to cut down on the number of ads during shows, and to offer longer formats for adverts, and spotlighted its data partnerships with Fox Networks Group and Viacom.

5/22/2017

The worldwide electronic health record market is expected to hit $33.41 billion by 2025, driven by government initiatives in multiple countries that support EHR adoption, according to a Research and Markets report. Among the key players in the market are Allscripts, Cerner, Epic Systems, GE Healthcare and McKesson.

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GE Healthcare, Epic Systems
5/22/2017

Heineken has forged a sponsorship deal with CBS that has already placed its products in a parody spot on "The Late Late Show." The agreement means the beer will be served in the show's green room and will involve on-air mentions, show integrations and on-set signage.

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Advertising Age
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CBS
5/22/2017

Diageo aims to boost its marketing effectiveness by maximizing the use of measurement tools. "Our goal is not to spend less, it's to spend better and grow faster," said CMO Syl Saller.

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Campaign UK
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Diageo
5/22/2017

Heineken is looking to its new 0.0 non-alcoholic beer to take advantage of a growing low- and no-alcohol market, and it will need to maintain consistent, recognizable branding to stand out from other companies pursuing similar strategies, writes Leonie Roderick. Brands in this arena will also need to focus on taste and gear marketing efforts at both men and women.

5/22/2017

Eighty-six percent of professionals around the world say email is their preferred communication channel for business messaging, followed by face-to-face at 60% and phone communication at 56%, per HubSpot. Telephone engagement was cited as the most effective way to engage prospects, followed by email.

5/22/2017

This infographic from Propeller reviews the best time to send emails and when they are most likely to be opened.

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Entrepreneur online