Pereira O’Dell Rethought Its Growth Strategy. It Won 5 New Clients in January Alone

Last year, Pereira O’Dell (POD) employees evaluated the agency’s marketing tactics as though it were one of their clients, and concluded that it needed to reorganize. Aiming to unify the agency’s external messaging, POD leaders merged its new business, public relations and talent teams, incentivizing each group to work toward a common goal. POD leaders…

Coca-Cola Follows Stray Kids and Itzy Deep Into K-Pop Culture

K-pop groups Stray Kids and Itzy can bring Coca-Cola deeper into South Korean music fandom and its young global audiences, but maintaining those connection requires immersing the brand in the culture behind the pop. Coca-Cola’s Creations platform has linked the brand with musicians including Ava Max, Rosalia, Marshmello and the Jonas Brothers, designers including Pac…

How Ipsy Keeps Customers In the Know and Ahead of Beauty Trends

Everyone has their favorite skincare and makeup products, but how do you keep up with the latest trends and discover new products before they become popular? Ipsy is a personalized beauty membership service that can help with that. Ipsy is a powerful marketing platform for the beauty industry bringing together brands, creators and highly engaged…

Spotify Awards Its Global Media Account to a Dedicated Publicis Media Unit, OneVibe 

Spotify’s media review has concluded today with the account awarding global media duties to Publicis Media. The agency has created a bespoke team, Publicis OneVibe, to service the account. It’s a variation of Publicis Media’s “Power of One” model, which taps agency talent from across its media brands. The global advisory MediaSense kicked off the…

Carhartt’s Resale Program’s Been Good for the Planet—and Good at Luring New Shoppers, Too

In the months since workwear brand Carhartt launched Carthartt Reworked, its trade-in and resale program, Todd Corley has amassed his share of anecdotes from customers. “We get jackets and bibs and overalls from people around the country, with stories about how [they bought their Carhartt garments] for their first job, or that they’ve had it…

What Gap’s Tyla Reset Says About Virality, Nostalgia and Relevance

In late 2023, newly appointed Gap CEO Richard Dickson said it was time to strengthen the eponymous retail group’s catalog of brands–including Gap, Old Navy and Banana Republic–with “crisp identities and purpose” to counter years of sluggish sales. “We have to communicate through innovative marketing to regain a powerful ongoing voice in the cultural conversation,”…

Don’t Let Trends Distract You From Connecting With ‘Unreasonable’ Customers

Today’s marketing so often fixates on the latest trends, chasing the next novel concept–I can’t be the only one fatigued by endless conversations and articles about AI and its impact on our work. While machine learning undeniably accelerates mechanical processes and provides quicker access to enhanced consumer data, marketers should pay equal attention to the…

How Hellmann’s Expands the Funnel Through Retail Media

Critics of retail media have said that the channel reaches customers who would have bought from the advertiser anyway. But at ADWEEK’s Commerceweek, Hellmann’s shared how it has been able to use the channel to expand the funnel. The mayonnaise brand was looking to achieve two objectives. The first was partnering with retailer Kroger to…

Credit One Bank Names Deutsch LA Creative, Branding and Media Agency of Record

Despite being a sizable firm, Credit One Bank found itself struggling to amplify its brand awareness. It’s doubling down on those efforts now, having named full-service agency Deutsch LA its agency of record across creative, media and brand work. It began as a media review. The brand team expanded its focus beyond media, inviting integrated…

Coca-Cola and Time Out Made a Global Travel Guide Inspired by Cultural Moments

Coca-Cola partnered with Time Out to create a new travel guide of food destinations inspired by culture and entertainment. The beverage brand and the media company produced an interactive map of “Foodmarks,” 413 places around the world that have hosted memorable meals paired with Coke over the decades. The campaign, a continuation of last year’s…

Could a Marketing Reset Help Volkswagen Shift Gears?

It’s been a busy February for Volkswagen, which is fresh from airing a blockbuster Americana-inspired Super Bowl spot celebrating 75 years in the U.S. In between perfecting its Big Game moment, the brand also found time to conclude some elements of its marathon $2.6 billion media pitch within the last month, and saw the departure…

Humanizing SAP—A New Chapter for the Tech Business

“We knew that we needed to secure an emotional territory that is very distinct,” explained Julia White, SAP’s chief marketing and solutions officer. “The world of business-to-business marketing and B2B tech is busy, and it can all feel the same. So I wanted to know what our unique place in the world was and what…

Get Married in Cheetos Chapel and Walk the ‘Chip Strip,’ Inside Frito-Lay’s Super Bowl Experience in Las Vegas

This weekend, as the Super Bowl looms large, brand mascot Chester Cheetah is marrying people in his Cheetos Chapel on the Las Vegas Strip. Or at least, a digitized version of Chester appears to welcome bystanders into the “cheesy” pop up chapel. On Saturday a real officiant legally married Frito-Lay employees. The brand’s CEO was…

Brands Thrive on Consistency. Retailers Need Something Else

Breaking the rules: That’s how many branding experts viewed Barnes & Noble’s new, idiosyncratic approach to its store designs as it mounts a comeback and tries to fend off the likes of Amazon. “Unpredictable and dynamic” is how CEO James Daunt described the new approach in The New York Times; experimentation encourages different shopping experiences…

Original Curly Queen Tia Mowry on Simplifying Haircare

It seems like everyone in Hollywood these days is releasing a fragrance, makeup line or other products. Yet with the success of Pattern Beauty by Tracee Ellis Ross, Kylie Cosmetics by Kylie Jenner and Beis by Shay Mitchell, among others, celeb-led brand success cannot be ignored. And, in many cases, that success follows a deliberate…

There’s No ‘Vs.’ Between Brand and Performance Marketing

At a panel entitled “Brand vs. Performance,” the brand marketing, performance marketing and “versus” portions of that thesis were all up for debate. As SeaWorld Parks & Entertainment chief marketing and communications officer Marisa Thalberg told ADWEEK community editor Luz Corona during the Outlook 2024 event, “versus” presents short-term sales–“performance”–and long-term brand building as not…

Q&A: Cotopaxi CBO Brad Hiranaga Details Why It Sponsored Sundance’s Iconic Director’s Jackets

Outdoor apparel brand Cotopaxi sponsored the Sundance Film Festival this year, after the Sundance Institute ended a decade-long relationship with luxury outdoor apparel retailer Canada Goose. The pivot created space for Cotopaxi, a smaller, Utah-based retailer known for its mission-driven strategy and colorful products. Partnering made logistical sense, since Cotopaxi already operated a store on…

The Future of B2B Growth? Your Brand

One common misconception in business-to-business markets is that a great product guarantees success. While it’s true that an exceptional product, technology or customer experience can rapidly build your brand in the market’s consciousness, it doesn’t necessarily guarantee it. The real game-changer? The brand behind your product. Recent studies, including the Liquid x Avasta Challenger Index,…

Page Six’s Video Studio Launch Separates It From the NY Post

Page Six, the celebrity and gossip arm of the New York Post, has spent one year building a new video studio, Page Six Studio, to help the entertainment title dramatically increase the volume of its video content. The project is the latest in a series of efforts undertaken by the Post to position Page Six…

Blood, Sweat and Bravery: How AMV BBDO and Essity Shaped Each Other

Enduring client-agency relationships are a rarity in advertising. Between 1987 and 2020, the average length of these partnerships has steadily declined from seven years to less than three, according to The Bedford Group. Consumer care brand Essity, owner of Libresse, Bodyform, Tena and Knix, has bucked this trend alongside Omnicom-owned creative agency AMV BBDO, with…