In the beginning, and arguably even still today, one of the beautiful things about digital marketing is how measurable it is in (at least close to) real-time compared to other traditional advertising efforts. With better measurement came higher standards, followed by more metrics than are even necessary. Now, many advertisers are getting lost in an...
Measurements Become More Efficient Once Advertisers Realize Metrics Aren’t Everything
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5 Reasons We’re Seeing a Resurgence of Google’s Zero Moment of Truth
In 2011, Google launched the Zero Moment of Truth campaign (ZMOT). It made a strong case for capitalizing on those on-the-go moments in the buyer's journey. For example, when a shopper looks up product reviews on their phone in the store before deciding to purchase an item. However, Google's ZMOT campaign seemed to fall on...
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Analyst Brian Wieser Joins WPP’s GroupM to Drive and Expand Its Thought Leadership Practice
The trade press's most famous source for real-time analysis, industry trends and commentary is going in-house: WPP's GroupM hired Brian Wieser for its the newly-created role of global president, business intelligence. In the role, Wieser will be tasked with driving and expanding GroupM's thought leadership practice and collaborating with GroupM agencies and the broader WPP...
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Spotify Bets Big on Podcasting With 2 Major Acquisitions
Spotify is set to buy podcasting companies Gimlet Media and Anchor in a move that will reshape the landscape of the nascent industry. The streaming service announced the two deals in a blog post from CEO Daniel Ek today, in which he called podcasting the "next growth phase in audio." While Spotify wouldn't disclose the...
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Levi’s CMO Explains Why It’s Worth Taking the Risk to Be Political
With the American political scene about as raucous and contentious as it's ever been, a brand can be forgiven for wanting to steer clear of politics in any way. But Levi Strauss & Co. is willing to wade into that morass--most notably with last year's "Use Your Vote" campaign. The featured spot, along with its...
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Reebok Picks Deutsch as Global Creative Agency of Record to Build Its Fitness Brand
IPG's Deutsch has emerged as the winner of a global creative review launched by footwear brand Reebok. The agency's New York office will lead the business moving forward. The Boston-based company, which was acquired by Adidas in 2005, began the search for a new AOR partner several months after hiring former Crayola executive Melanie Boulden...
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Bethenny Frankel on Making Mistakes, Her Trademark Candor and the Value of Real Housewives
Bethenny Frankel has come a long way since her first season of The Real Housewives of New York in 2008--specifically, from reality star to full-blown business mogul with a multimillion-dollar food and beverage empire, Skinnygirl, to her name. On Wednesday at Brandweek Challenger Brands in New York, Frankel opened up about how she grew her...
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Infographic: What Shoppers Actually Think About the Hottest Direct-to-Consumer Trends
With a bevy of direct-to-consumer upstarts regularly entering the market, we wanted to find out not only how consumers shop but also how they perceive trends within the DTC brand space. That's why Brandweek partnered with YouGov to survey 2,494 adults across the U.S. on their preferences when it comes to online shopping, pop-up shops...
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How Telemedicine Companies Are Making Healthcare Faster and Cheaper, and Its Marketing Edgier
When Zachariah Reitano was a teenager, he suffered erectile dysfunction and--like many of the 30 million American men who experience ED--he was embarrassed by it. Unlike most of them, though, he has a father who's a doctor specializing in men's sexual health, so Reitano was comfortable asking for help. That decision wound up saving his...
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Vp of Communications Caryn Marooney Is Leaving Facebook After 8 Years
Facebook vice president of communications Caryn Marooney is leaving the company after eight years, saying that she wants to return to her roots in tech and product. While there is never a good time for a company to bid farewell to one of its top communications executives, the timing is especially critical for Facebook after...
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Finn Partners Deepens Its Marketing Bench With Purchase of Boston Agency Small Army
Global marketing and communications firm Finn Partners has acquired Small Army, a 45-person Boston marketing and creative agency, for an undisclosed sum. Seven-year-old, New York-based Finn specializes in the travel, health, technology and financial services sectors. It started as primarily a public relations firm but has expanded its capabilities through acquisitions including U.K. travel firm...
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Facebook Is Giving Users More Details When Custom Audiences Are Used
Starting Feb. 27, Facebook will add more information to its "Why am I seeing this?" explanations of ads for users in cases when custom audiences built from customer files were used. The social network said in a Facebook Advertiser Hub post that when a shared custom audience from a customer file is used in an...
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How The Masked Singer Became Broadcast’s Biggest Midseason Hit
The Masked Singer, Fox's bonkers new reality show in which celebrities dressed head-to-toe in outlandish costumes sing anonymously and one contestant is unmasked each week, has become 2019's first midseason hit--and is currently the season's No. 1 entertainment show among adults 18-49. The show's panelists and producers reflected on how the series became a hit...
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Safety Check Is Now Available to All Workplace by Facebook Premium Customers
Facebook's Safety Check feature is now available to all Workplace by Facebook Premium customers. Workplace by Facebook said at its Flow leadership summit last October that the social network's real-time notification feature for times of crisis would be added to its enterprise answer to Slack. System administrators can now enable Safety Check from their admin...
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Microsoft and Google Were the Two Most Effective Super Bowl Ads, According to These Stats
It's the Thursday after the Super Bowl, and everyone has already weighed in on their favorite ads of the game. But which ones actually helped the brands they were advertising connect with potential customers? According to Unruly, which unveiled its list of "most effective" ads based on its EQ score data made up of survey...
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3 Secrets to Peloton’s Astonishing Success
When Tom Cortese and his four co-founders started Peloton in 2012, they were faced with an industry that hadn't seen change in "40-plus years." They set out to shift the fitness landscape--not just where fitness happens, but how people think about it, said Cortese in a keynote today at Brandweek: Challenger Brands. Their main goal...
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Q&A: MediaLink’s New Managing Director on Why Ad Agencies Will Survive
Today MediaLink, the advisory firm that has become a ubiquitous presence in the media and advertising industries, announced the hire of Christopher Vollmer as managing director. The newest member of the firm's leadership team will work in its New York headquarters and report directly to CEO and chairman Michael Kassan. Vollmer joins MediaLink from Strategy&,...
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GroupM Consolidates Commercial Data Benchmarking With COMvergence, Ends Partnership With Recma
WPP's GroupM has consolidated the reporting and analysis of its commercial and business development data with global independent research firm COMvergence in an attempt to be more transparent, something that has been a sore spot for media agencies since the Association of National Advertisers first uncovered nontransparent practices in 2016. The appointment ends GroupM's relationship...
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The Facebook Communities Summit Featured Several Updates for Groups
The Facebook Communities Summit at the company's headquarters in Menlo Park, Calif., Thursday brought with it several updates for groups and other components of the social network. New post-formatting tools were added for group administrators. Facebook Group admins can now inform members when they violate the rules of the group. Facebook Facebook Facebook Facebook Facebook...
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Planet Fitness Names Barkley Its Lead Agency Across Creative and Media
Kansas City-based independent full-service shop Barkley has been tapped as the lead agency for Planet Fitness. The agency said in a statement that it will be tasked with helping the franchisor and operator of 1,600 fitness centers build and strengthen its brand across creative, strategy, experience, design and media planning and buying. Planet Fitness has...
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