Best in Class
For many marketers, the first half of 2025 summoned unwelcome parallels to the early days of the pandemic. The rush to batten down the hatches, trim budgets and adjust media plans on the fly returned in force — and even included another on-again, off-again TikTok ban — but this time ...
Best in Class
The best sports marketing campaigns aren’t on the sidelines—they’re changing the game.And they’re playing to win. This year alone, the Entertainment Lions for Sport at the Cannes Lions Festival of Creativity saw entries rise by 15.2%. Topping the category was ‘Haaland Payback Time’ for Clash of Clans, launched in spring ...
Trends
Whether you’re a B2B or B2C brand, at the end of the day, you’re still marketing to people. The same individuals who scour the internet for their next vacation are also the ones making business decisions. This means many of the content formats and storytelling techniques that hook B2C consumers ...
How To
In 2025, every corner of the digital world is saturated with content. Algorithms shift, cookies crumble, and audiences get savvier by the day. For marketers, that means cutting through the noise is harder than ever, with the question remaining: how do we reach the right people at the right time ...
Best in Class
Dive Brief:Pepsi is taking another shot at its chief competitor with a summer marketing effort riffing on the iconic “Share a Coke” campaign, per details shared with Marketing Dive.Rather than sell bottles bearing different names, as Coke does, Pepsi is using the concept to promote its positioning around food pairings. ...
Trends
June 1 came and went without the usual cascade of rainbow logos. Meta, Pepsi, and Ubisoft — brands that embraced LGBTQ+ marketing with Pride colors just two years ago — stayed monochrome, betting that neutrality equals safety. For a decade, we criticized these brands for 'rainbow washing,' accusing them of ...
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