Campbell Soup’s journey over the past several years is a study on how to find what your customers really care about - versus what you think they care about.
McDonald’s, the fast food giant, isn’t leaving its long-term media agency, OMD, but it is holding its first global media review in more than a decade in an effort to work with a roster of preferred agencies rather than a single partner.
Hotels.com’s North American media planning and buying business is up for grabs as they seek to combine their U.S. and Canadian accounts to gain a strategic advantage in the travel reservation market.
Papa John’s Pizza is looking for a new creative partner, and whether or not you’re one of the ten agencies Chief Marketing Officer Brandon Rhoten contacted, if you have a pizza-loving customer base, this pitch brief may be of interest.
When Amazon took over Whole Foods in the summer of 2017, a whole new segment of people opened their eyes to the brave new world that is Amazon’s oyster (now on sale for $2.95!). In its bid to win every type of product and entertainment-related business on a global scale, Amazon’s growth is nothing short of epic.
Lenovo has been called “the most successful of China’s technology companies in a global context,” and at last count, was worth $43bn. They’ve been acquiring IBM’s PC business and server business, along with Motorola Mobility, and developing brands like Moto, Thinkpad and Yoga. But when you’re doing so many things on many diversified fronts, your brand story can get spread too thin.
Unlike most other fast food chains, Subway doesn’t target young men who are unfathomably able to down entire buckets of chicken and absorb multiple BBQ bacon cheeseburgers without showing any ill effects. Subway has, at least for the past two decades, been the fast food chain for the health conscious.
That has not changed.
In 1971, 1 percent of the U.S. population described themselves as vegetarians. According to Vegetarian Times, that number has more than tripled, which still isn’t an alarming number to meat industries at 3.2 percent.
2016 will be remembered as the year in which Influencer Marketing went mainstream.
According to a survey published by Linqia, including responses from 170 marketers across a variety of industries, 86% of marketers used this channel to expand brand reach in three significant ways:
Sixty-three percent of American shoppers agree: Toys aren’t just for kids - they can be for adults too. One group of young adults, in particular, may be the next target of LEGO, the building-block game and (increasingly) multimedia powerhouse.
Fast fashion is a huge industry built around the concept of reproducing the season’s hottest trends as quickly and as cheaply as possible, and getting them to market. The focus is on speed and profit, not necessarily quality. And the target audience is, by and large, women.
Airbnb, the online marketplace for short-term private rentals, has launched a global creative advertising review to help them achieve their next phase of growth – and they’ve been growing quickly. Tapping the market of budget and quality-conscious travelers, Airbnb properties have been successfully luring away travelers from hotels. HVS, a hospitality consulting firm, estimated a loss of $450 Million in direct revenues per year, all because of Airbnb.
Fage is a brand of Greek yogurt sold in health food stores (in fact, it’s the second-biggest Greek yogurt company in the U.S.). If you haven’t heard of Fage, it’s probably because you buy Chobani – its primary competitor. Recently, Fage broke with its former creative agency, MullenLowe, which handled creative, digital, social, media planning and buying, brand strategy and public relations.
Budweiser and Bud Light are not just global beer brands, they are the two largest global beer brands. And sales have been sliding down – at least among American consumers.
MINI, the BMW-owned company that makes Mini-Coopers and less-mini Coopers (they come in all sizes now), has parted ways with their creative agency BSSP. Their agency review is happening now, causing us to take a closer look at their marketing, current customers, and the customers they should be targeting next.