Despite being one of the world’s largest commercial real estate firms, CBRE has a low profile in digital media. Until 2014, all of the 110-year-old company’s marketing was executed through traditional media. Then it hired Paul Suchman as chief marketing officer. An agency vet with a history at Young & Rubicam, OgilvyOne and BBDO, Suchman […]
Statisticians know that correlation does not imply causation – so, applying that same logic to advertising, a consumer who saw an ad and converted could have already been predisposed to purchase. One big issue with attribution, as it exists today, is that many marketers still rely on last-touch. Video also poses unique challenges, since brands […]
Dunkin’ Donuts’ marketing might be known for big awareness campaigns like “America Runs On Dunkin” and “Keep On,” but the brand also breaks down media into smaller, product-specific activations. For instance, when Dunkin’ began serving cold-brew coffee this past summer, it let consumers unlock custom geofilters through a special code on Snapchat. “Coffee is such […]
Cross-device recognition is often the difference between a sale and a fail for Land of Nod, a national retailer of high-end, trendy children’s furniture, bedding and toys. “The question I always ask my team is, ‘Would we really want to show a bunk bed to a new mom?’” said Joe Orlando, Land of Nod’s marketing […]
“We need CMOs to turn up the leadership dial,” Association of National Advertisers CEO Bob Liodice told attendees during his opening keynote at the Masters of Marketing conference Thursday. Liodice rattled off a litany of problems familiar to the contemporary marketer, including fraud, viewability, privacy, talent shortages and poor creative, that have withered the effectiveness […]
Adidas-owned Reebok is in a unique position, both as a challenger to Nike and as a target of other challenger sports and apparel brands like Under Armour. As such, it invests heavily and consistently in content – despite its fluctuating ad spend over the years. Because content must generate larger, measurable performance results, Reebok bets the […]
Sometimes good marketing means less marketing, according to Belkin CMO Kieran Hannon. “Wherever we’re able to provide a superior experience backed by data, we do,” said Kieran Hannon, CMO for Belkin. “Otherwise, we’re more about minimizing our interaction with people so they can get on with what they need to do.” Each of Belkin’s three […]
After many years in leadership roles at media agencies, Jordan Bitterman will move to the brand and media side as chief marketing officer of The Weather Co., the IBM-owned company said Wednesday. Bitterman brings extensive knowledge of how media companies can drive efficiencies in the data-driven milieu. He said The Weather Co. is in a […]
Change isn’t easy. Just ask Farmers Insurance Group CMO Michael Linton and CIO Ron Guerrier. About three or four years ago, the company had a dismal digital presence. Its Net Promoter Score, which ranks customer loyalty from -100 to 100, was in the gutter at -30 and its website bounce rate was about 40%. “Our […]
When Celestial Seasonings first redesigned its iconic packaging last summer to attract more millennial tea drinkers, it didn’t go over well. Although the Boulder, Colo.-based tea brand had invested in promotional and brand marketing to reinforce its new brand look, loyal customers weren’t having it. After engaging in consumer studies – and gathering consumer feedback […]
