With cereal sales taking a dive over the last three years, according to Nielsen, and younger consumers, in particular, gravitating toward healthy, organic snacks or fresh fruits and vegetables, CPG giants are looking for ways to innovate and enter new product categories. They're doing so by investing in emerging food brands that cater to the Whole Foods crowd.
Specs Who Julie Fleischer Current gig Managing director, OMD Chicago Previous gig Senior director of data, content and media at Kraft Age 49
Every brand hopes for a free plug on TV—"earned media," as the trade calls it—but endorsements don't get much better than they did on Oct. 25, 2012.
Colgate, a first-time Super Bowl advertiser, today released the full 30-second spot it will air on Feb. 7. You won't find any Colgate products in the ad. Instead, the spot discusses a larger issue—the importance of saving water.
Programmatic advertisers are bullish on the holiday season, as retailers and packaged-goods companies look to hypertarget audiences more than ever.
It always seemed strange to Gary Osifchin that the characters in traditional advertising were so, well, traditional. "There was the Caucasian female lead, with the French manicure," Osifchin says, "or the black guy in a secondary role only."
Believe it or not, 100 variations of the same ad are not enough for some digital marketers anymore. That's one of the reasons the stars appear to be aligning for tech vendors that have been developing systems for what they call creative programmatic advertising.
Welcome to Adweek's 2015 Super Bowl Ad Tracker, a frequently updated roster of the brands and agencies taking part in the year's biggest advertising event.