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As retailers face economic challenges from inflation, chief marketing officers are allocating more money on social media...
26/08/2022

As retailers face economic challenges from inflation, chief marketing officers are allocating more money on social media as well as offline advertising, according to research from Gartner shared with Retail Dive.
The survey of 405 marketing decision makers across the globe between February and April showed that retail CMOs are spending 11.2% of their budgets on social advertising, more than any other channel and ahead of search ads. Sixty-three percent of retail respondents said they increased offline co-op and partner ad spend, demonstrating confidence for in-store shopping, according to Gartner.
Overall marketing budgets have increased to 9.1% of company revenue since they were slashed to 6.3% in 2021, but they are not back to pre-pandemic levels (10.4%) based on Gartner’s 2019 survey.

Pepsi launched a national contest today (Aug. 18) to give away one Pepsi Gametime Fridge TV, a 55-inch TV with a built-i...
25/08/2022

Pepsi launched a national contest today (Aug. 18) to give away one Pepsi Gametime Fridge TV, a 55-inch TV with a built-in, 16-can mini-fridge, to promote its Pepsi Zero Sugar beverage and amp up NFL fans ahead of the upcoming season, per details shared with Marketing Dive.
The novelty product pokes fun at the dilemma sports fans face when leaving the couch mid-game for a drink. To enter the giveaway, entrants must share who they will be watching football with this season using the hashtags and on Twitter or Instagram. The contest will close Aug. 20.
The contest ties into Pepsi’s “Better with Pepsi” platform and precedes two national TV spots that demonstrate how Pepsi will continue its NFL relationship, despite no longer sponsoring the Super Bowl halftime show.

In the latest move to diversify its beverage portfolio, PepsiCo earlier this month invested $550 million into Celsius Ho...
24/08/2022

In the latest move to diversify its beverage portfolio, PepsiCo earlier this month invested $550 million into Celsius Holdings, the maker of the eponymous energy drink. The deal, which includes a long-term distribution agreement, gives the Pepsi owner an 8.5% stake in the company and director’s seat on its board. It is intended to boost Celsius’ growth agenda, eventually driving efficiencies and consolidating efforts in other areas like marketing.

American Eagle detailed a back-to-school campaign that includes metaverse activations and the first brand application of...
23/08/2022

American Eagle detailed a back-to-school campaign that includes metaverse activations and the first brand application of TikTok’s SoundOn feature, per a press release.
The seasonal effort centers on music through partnerships with three emerging Gen Z acts. The retailer also enlisted an artist from SoundOn for a custom song, which serves as the campaign’s anthem and part of a TikTok hashtag challenge.
On the metaverse front, American Eagle produced a virtual reality (VR) experience for Meta Quest 2 that will go live in eight store locations on Aug. 20. The retailer additionally is putting on an interactive Roblox performance with one of its music partners on Aug. 19 as it seeks to bridge digital and experiential tactics.

Gaming was one of the big winners of the pandemic, seeing an uptick in players along with viewers willing to tune into l...
23/08/2022

Gaming was one of the big winners of the pandemic, seeing an uptick in players along with viewers willing to tune into livestreams on platforms like Twitch. Like a lot of digital categories that once saw a boost from COVID-19 closures, the narrative has changed quickly. Video game growth has come back down to earth in recent months, aligning with an overall less certain economic picture. There’s also been a draught of high-profile releases following blockbusters earlier this year like “Elden Ring.”

Dentsu Creative, the holding company’s creative network, announced the launch of Dentsu VI, a virtual identity service t...
23/08/2022

Dentsu Creative, the holding company’s creative network, announced the launch of Dentsu VI, a virtual identity service that provides brands with a virtual face and personality to use across digital platforms, per details shared in an email with Marketing Dive.
Powered by CGI specialists from Dentsu Creative Singapore, the service applies gaming and film industry motion capture and streaming technology to create fully customizable virtual identities that can serve as avatars, character skins or non-playable characters in metaverse and gaming environments.

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