While advertising industry professionals and marketers have long focused their efforts on getting their messages across to the consumer, B-to-C advertising actually did not become highly prevalent until the late 1990s. This was the age of the dot-com business, and new B-to-C methods and strategies needed to be developed to reach new audiences. At the same time, it could be said that B-to-C advertising was divided into two factions — those catering to online audiences and those focused on brick-and-mortar retailers. Over the years, as e-commerce merged more completely with traditional storefronts, B-to-C advertising methodology changed yet again. Adweek showcases a collection of content that embodies the most successful examples of B-to-C and how brands today are tapping into new audiences.
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What Brands Can Learn From Mastercard’s Accessible Card Design

The 2-year effort is a blueprint on innovating for accessibility.

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Fanatics Collectibles Brings On Red Bull’s Ken Turner as First-Ever CMO

He will be tasked with growing the trading card maker's base of collectors and fans.

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Nando’s Wants Consumers to Think ‘This Must Be the Place’ to Eat

The U.K. chain has introduced a new brand platform, 'This Must Be The Place,' to promote it as a place where people can be together.

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A James Bond Villain Wants to Teach You Financial Literacy

Oscar winner Christoph Waltz appears in six online films for Allianz's global campaign.

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Philips Domestic Appliances Names OMG Global Media Agency

The contract will begin on April 1.

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DHL Supply’s Marketing Chief Jaclyn Pannell on Telling an Ambitious Logistics Story

The award-winning marketer talks over her outlook on driving brand success

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When Vandals Targeted His Campaign, This CMO Went Guerilla

CMO Romain Jolivet on his move from Danone and the challenges of marketing a plant-based product.

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Samsung Is Already Using AI to Automate Social Marketing Ads

Europe CMO Benjamin Braun on the future of tech, sustainability and 'gut knowledge.'

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Krispy Kreme UK CMO Emma Colquhoun on Brand Consistency and Plan to ‘Unbox Joy’

The company has revealed its new platform while releasing an out-of-home activation to deliver more light into consumer's lives.

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Retailers’ Secret Weapons to Survive a Potential 2023 Recession? Digital Tools and Data

A lot has changed since the 2008 economic downturn in regards to how the industry operates.

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Retailers’ Secret Weapons to Survive a Potential 2023 Recession? Digital Tools and Data

A lot has changed since the 2008 economic downturn in regards to how the industry operates.

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McDonald’s Global CMO Promoted as Brand Outlines ‘Creative Excellence’ Marketing Growth Plan

The fast-food chain has outlined how it aims to "stay ahead" of customer demand.

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10 Certain Retail Predictions for an Uncertain Year

What’s in store for retail media, the metaverse, AI content generation and more?

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Back Market Hires OMD’s Luke Forshaw as First UK Marketing Chief

He will work with the refurbished electronics seller's international team to build awareness.

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The 4 Trends That Defined Commerce in 2022

Retail media was king this year.