Ulta Beauty’s CMO on Architecting Brand Purpose From the Inside Out
Shelley Haus talks about co-creating brand purpose, emotionally connecting with consumers and how to embrace detours in your career.
How This CBD Beverage Brand Founder Crafted His Own Category-disrupting Playbook
Recess' Benjamin Witte takes us inside the brand's creative and omnichannel strategies and new revenue-generating "realitywear."
My/Mo Mochi Ice Cream CMO Talks Innovations, Influencers and ‘Instagrammable’ Moments
The frozen snack brand's CMO shares the latest product releases and how the brand is going back to its digital roots right now.
Why General Mills and Campbell Soup Are Investing in Up-and-Coming Food Brands
Brand Marketing
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 [...]
OMD’s Julie Fleischer Brings a Pragmatic Approach to the Agency World
Brand Marketing
Specs Who Julie Fleischer Current gig Managing director, OMD Chicago Previous gig Senior director of data, content and media at Kraft Age 49
How Kiehl’s No-Frills Creme de Corps Became the Go-to Lotion for Stars Like Oprah
Brand Marketing
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.
For Its Super Bowl Ad, Colgate Asks You to Turn the Water Off When You Brush
Brand Marketing
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 [...]
Small or Large, Brands Are Betting Big on Programmatic Ads This Holiday Season
Performance Marketing
Programmatic advertisers are bullish on the holiday season, as retailers and packaged-goods companies look to hypertarget audiences more than ever.
Tired of Tradition, Honey Maid’s Marketing Chief Chose to Put the Spotlight on Modern Families
Brand Marketing
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 [...]
Kraft Heinz Calls a Review of All Creative Assignments
Brand Marketing
When Kraft and Heinz united a few months ago, industry watchers expected an agency shakeout.