Robert Klara

Robert Klara

Robert Klara is a senior editor for Adweek, where he specializes in covering the evolution and impact of brands. A writer and editor with the magazine since 2006, Robert is also the author of two nonfiction books: "FDR's Funeral Train: A Betrayed Widow, a Soviet Spy, and a Presidency in the Balance" and "The Hidden White House: Harry Truman and the Reconstruction of America's Most Famous Residence."

How Voortman Plans on Taking a Bigger Bite Out of the Cookie Market

Voortman is going all-natural in its re-brand.

How an Immigrant Cabinetmaker Accidentally Invented the Toy That Defined American Childhood

After 75 years, Radio Flyer wagons are still on a roll.

Casper Created a Truly Bizarre Hotline for Insomniacs Last Night and Didn’t Even Make a Sales Pitch

A series of weird 15-second TV spots at 2 a.m. directed viewers to a toll-free number that led to an even weirder phone tree.

How the Ad Council Turned the PSA Into a Powerful Engine for Social Change

It's celebrating 75 years of the most memorable messages in advertising.

WebMD’s Cold and Flu Map Is an Effective Marketing Tool—So Why Does It Make Some People Queasy?

Geo-specific, symptom-specific data on consumers helps WebMD’s corporate partner Reckitt Benckiser, the makers of Mucinex, target advertising.

How a German-Jewish Mystic Created an American Soap Company Determined to Clean Up the Planet

Dr. Bronner’s is a small, Southern California brand with 150 employees, yet its 2015 revenue came in at $95.7 million, a 126 percent increase from 2011.

How EDM Sensation Cash Cash Ended Up Partnering With a 59-Year-Old Instant Ramen Brand

Cup Noodles tries a new beat for the next generation, doing a tie-in with a musical genre known for drawing the fresh-faced crowd.

Axe Turned 30 Influencer Dudes Loose on Instagram Hoping to Get Young Men to Use Hair Products

The brand signed up these style-conscious guys with huge social followings to create 'Instagroom' videos to walk guys through the uncharted realm of hair care.

What’s in a Legendary Name? The Waldorf Astoria Is About to Find Out as It Transitions to Condos

A wild card in the marketing of the apartments will be the cachet of the hotel’s brand name and all it conjures, but will it be enough to lure buyers?

How a Rogue McDonald’s Franchisee Invented the Big Mac and Changed Fast Food Forever

How the Big Mac became the McDonald's behemoth.