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30/08/2022

Nike has selected PMG and Initiative to handle its media business, the company said in an emailed statement. The brand kicked off the review process — the most substantial for its media account in a decade — in December.
PMG, an independent shop based out of Fort Worth, Texas, will serve as the athletic apparel marketer’s integrated media agency of record in North America and a partner on global digital capabilities, per an announcement. Nike will leverage the firm’s Alli marketing technology platform for media operations.
Initiative, an agency under Interpublic Group of Companies, is taking over global integrated media duties following previous work with Converse. Nike is in the midst of wresting greater control over its sales channels and making bigger pushes into areas like data-driven personalization.

28/08/2022

Ad spending in the year’s second half is expected to be 7% higher than what marketers originally planned, according to a new survey of media decision-makers conducted by the Interactive Advertising Bureau (IAB).
However, sentiment is uneven in category breakouts. Travel is forecasting 27% higher spending than anticipated while tech is 15% higher. But automotive foresees spending that’s 2% lower versus original plans while health and wellness is projected to be down 5%.
Buyers pulling back pointed to a number of reasons, including a tightening economy (cited by 66%), supply chain issues (45%) and consumer inflation (38%). Marketers now expect full-year media spending to increase 9% over 2021, down from a prior outlook of a 13% gain.

26/08/2022

As specialty grocers fight to stay relevant and the grocery industry explores live and social commerce, The Fresh Market is so far seeing success in using shoppable content and livestreaming.

The Fresh Market has been working in recent months with live commerce platform Firework on content aimed at appealing to next-generation consumers.

26/08/2022

“Summer Made Sensational: A PATRÓN Pop-Up Series” features cocktail-themed quests and virtual venues to explore. Visitors are greeted by a host and tasked by a bartender to seek drink ingredients for each. Completing a mission opens a portal to the next location.
Participants can claim a limited-edition cocktail jacket and collect badges to upgrade the gear. Acquiring three badges enters users for a chance to win a trip for two to Punta Mita, Mexico, layering a real-world element into the campaign as the premium tequila marketer continues to experiment in the metaverse.

24/08/2022

Pure Leaf established a TikTok “hotline” for giving women advice with actor and singer Coco Jones, per a press release from PepsiCo. The tie-up promotes the new Subtly Sweet Lower Sugar Iced Teas from Pure Leaf, a brand that comes under the Pepsi Lipton Tea partnership between PepsiCo and Unilever.
Questions for the Subtly Sweet “Hotline” center around women navigating the expectation to always appear sweet, even when they don’t really feel that way. Those interested in hearing practical tips from Jones can leave a comment on her TikTok profile starting today (Aug. 2) at noon ET.

24/08/2022

More than half (60%) of brands that increased media investment during the last recession saw ROI improvements, according to the latest ROI Genome Intelligence Report by marketing intelligence provider Analytic Partners.
While brands that increased paid advertising saw a 17% rise in incremental sales, those that cut spending risked losing 15% of business to competitors that boosted their spending. The report also found that brand messaging outperforms performance messaging 80% of the time.

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