Paramount+ is embracing the Super Bowl with arms wide open. The streaming service’s “A Mountain of Entertainment” campaign returns to the Big Game for a second consecutive year, this time in a star-studded promo featuring Patrick Stewart, Drew Barrymore, Jeff Probst and Miami Dolphins quarterback Tua Tagovailoa. The two-minute creative, “Hail Patrick,” is the 15th…
In a soon-to-be post-cookie world, marketers realize the power of first-party data to guide their marketing strategies. Those who relied on third-party data are now wondering how to catch up with competitors and build their customer profiles. One company already ahead of the game is Choice Hotels, and on the latest episode of The Speed…
After sitting out the Super Bowl last year, Verizon is making a comeback with a strategy that encompasses an in-game ad, a weeklong collaboration with the Las Vegas Sphere, and exclusive VIP experiences with partners such as Netflix Max, Apple Music and Uninterrupted, the athlete brand co-founded by LeBron James and Maverick Carter. “The ads…
Brands still flock to Super Bowl 58 for its massive reach and potential rewards, but Pop-Tarts and AT&T have worked to make less crowded college bowl matchups into Big Games of their own. On Dec. 28–a Thursday night–in Orlando, Pop-Tarts parent company Kellanova and its creative partners at Weber Shandwick introduced fans to their Frosted…
The Fossil Fuel Non-Proliferation Treaty Initiative, a diplomatic and communications campaign promoting a clean energy transition and funded by the Earth Island Institute, has a new public relations agency of record (AOR): the Stagwell-owned global PR and marketing firm, Allison. The announcement, shared exclusively with ADWEEK, comes nearly five months after the Treaty cut ties…
As buyers spend the next few months figuring out how to accelerate testing alternative identifiers before third-party cookies deprecate, OpenX wants to make it a whole lot easier. The supply-side platform’s (SSP) Cookieless Deal Library, launching Thursday, is a self-serve tool that lets buyers access more than 1,000 different deal IDs (from dozens of data…