Marketers

Why Esports May Be the Next Great Frontier for Marketers

In just a few short years, esports has grown from a niche opportunity to a global phenomenon. Think professional gaming attracts a smaller audience than your favorite football rivalry? Think again.

How the Hyphen Is Shaping the Future of Advertising

Every month, some conference, roundtable, festival interview or trade column presents another thought leader offering a jargon-infested declaration stating that whatever you currently accept as normal is now dead.

Heineken Launches Global Search to Find a Second Media Agency

Heineken is launching a search for a second agency to handle global media planning and buying at the world's third-largest brewer. The Netherlands-based company has been working with Starcom Mediavest Group since 2012, when it consolidated work handled by 14 worldwide agency partners into one relationship with the Publicis Groupe media network. 

Why It’s Time for Marketers to Rethink Metrics and Performance Indicators

As media dollars increasingly shift to digital—rising another 22 percent to $27 billion this year for display ads alone—brands of all sizes are striving to extract greater value from their campaigns and to prove their impact on the bottom line.

Newell Shifts Creative Assignments From BBH to JWT for Some of Its Best-Known Brands

Newell Brands is moving global creative work for some of its most visible consumer brands from BBH New York to J. Walter Thompson New York, sources said. 

Applebee’s Bets Big on Relaunching the Brand Around Wood-Fired Steaks

As competitors rely on promotional-driven strategies in a fickle economy, Applebee's Neighborhood Grill & Bar is making a $75 million bet that a menu relaunch will boost weak sales.

Omnicom Adds Ancestry.com to Continue Winning Streak

Omnicom media networks continued their winning streak, with OMD adding Ancestry.com after a media review in which incumbent Ocean Media did not participate, according to people familiar with the search. Earlier this week, Omnicom Media Group's PHD network won Delta Airlines in the U.S., taking the business from Digitas after a review which included UM as a finalist.

4A’s Issues Media Transparency Guidelines Without ANA Support

After a year of contentious industry debate, the 4A's is weighing in with media transparency guidelines covering business arrangements, agency remuneration practices and recommended guidelines for media market participants in the U.S.

Why Visual Search Will Become a Marketing Obsession in the Coming Years


Papa John’s Stands Behind Spokesman Peyton Manning Amid Doping Allegations

Papa John's pizza is the first of star quarterback Peyton Manning's sponsors to publicly throw support behind the Denver Broncos player after doping allegations surfaced last weekend.