Organic food delivery service Thrive Market has one prodigious asset that nearly all marketers covet: more than 1,000 points of useful customer data that it harvests for everything from personalization to product development.
Univision vs Telemundo: a Fierce Battle for US Hispanic Audiences and Ad Dollars
Telenovelas are known for their fiery passion and drama. That same passion is playing out this upfront season, as Univision Communications and NBCUniversal’s Telemundo Enterprises battle for the attention of US Hispanic audiences and the advertisers attempting to reach them.
Sorrell Wants “Slow Growth” Traditional Advertising “Expunged”
Sir Martin Sorrell has shared his fast-paced vision for S4 Capital during a lecture at The City College of New York.
“I don’t want to have anything to do with anything traditional,” Sorrell said, in discussion with professor Michael Farmer, author of Madison Avenue Manslaughter. “I want it expunged. It’s slow growth.”
Mack Trucks’ Marketing Chief Blurs B2B and B2C Strategies
“We’re using every tool in the toolbox to amplify our message and sell more trucks,” John Walsh, Mack Trucks’ vice-president of global marketing, said during a fireside chat at Oracle’s Modern Customer Experience conference. Those tools include some very B2C-like influencer and video marketing strategies, which Walsh balances with more traditional partner marketing.
MGM Resorts’ Tomovich Goes Vegas-Style Big on Experience
Whether you love it or hate it, the one thing you have to admit about Vegas is that it’s exactly as over-the-top as it promises to be. So, if you have a presence in Las Vegas and you’re going to make a brand promise, you had better deliver on it.
Lilian Tomovich, chief marketing and experience officer for MGM Resorts International, is one person who’s gone all in to ensure that the entertainment behemoth delivers on its promise of wowing its customers not only in Vegas, but also across its portfolio globally.
Marketers Are Wrong to Write Off TV, Research Finds
TV has many marketers conflicted. “They want addressable and attribution and want to cut linear budget,” Justin Evans, vice-president, data strategy, for Comcast Spotlight, told The Drum. “Then, at the water cooler, they’re talking about all the shows they’re binging on.”
What’s Next for Data-Driven Marketers? Avoid Being “Brand Regressive”
“Marketing is nothing if not a me-too industry. Once one big company asks for a new deal, everyone else will, too.”
LiveRamp chief executive officer Scott Howe made that assertion during an intimate press breakfast at the identity resolution vendor’s customer conference, RampUp 2019. Howe also made several predictions, based on where technology and the largest advertisers are headed:
Diversity Is Not Optional If Advertising, Marketing, and Media Are to Grow and Thrive
Jack Myers is on a mission. The founder of MediaVillage and AdvancingDiversity.org has spent the past two years amping up his efforts to bring more diversity and inclusion to media, marketing, and advertising. In this Q&A with The Drum, he reminds industry leaders why diversity is vital to their future success and shares steps they can take now to build a more diverse workforce.
Love, and Profit, Are in the Air for the “Most Intimate Brands”
An emotional connection with a brand can be a powerful motivator. In fact, brands considered to be the “most intimate” in the US outperform other companies in the S&P 500 and Fortune 500 lists in terms of revenue and profit, according to research from agency MBLM.
Who are those most intimate brands?
Men’s Wearhouse Marketing Leader on Trusted Agency Relationships
Bruce Hershey has seen marketing from multiple perspectives — as an agency exec, entrepreneur, marketing and sales leader, strategist, and now as vice-president of marketing for Tailored Brands. That multifaceted view has made his approach to agency relationships somewhat unique, and especially effective and rewarding. Hershey shared that strategy and its benefits with The Drum.
Ginger Conlon 