As transparency and media quality continue to frustrate programmatic buyers, consumer packaged goods giant Kimberly-Clark is tackling these challenges directly by in-housing its ad-tech contracts. Hidden ad-tech fees and ads inadvertently ending up on low-quality media are spurring buyers to use a bevy of tactics to improve their programmatic buying, often by simplifying the path…
With signal loss increasing and marketers exploring transaction data as an alternative identity currency, platforms have been amping up their commerce-related tools for marketers. At Meta, advertisers have been slow to adopt its promotional ad units, introduced last May to make it easier for shoppers to find deals and generate lower-funnel metrics for brands. Its…
To promote the re-release of the McCrispy sandwich in Sweden, burger giant McDonald’s commissioned a piece of classical music based around the crunch made when consumers eat the chicken sandwich. Six-week campaign “The Crunch” was produced by Nord DDB, aiming to convey that the sandwich is “crispier than ever” and becoming a permanent addition to…
CMO tenure is shorter than ever, but that might mean that chief marketing officers are doing their jobs more efficiently, which makes their professional relationship with the CEO even tighter. That’s one of the big takeaways from Boathouse’s third edition of its “CEO Study on Marketing and the CMO.” The study provides insights from 150…
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…
It was my first “real” vacation since the pandemic. On the morning of day three, I got a text from the CMO of a client of mine for the past thirteen years. My only client, in fact. I managed a team of 120 people who were the brand’s digital AOR. “Can u talk tomorrow morning?”…