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Riot Games on How Fandom Can Guide Marketing Strategy

Listening to consumers and owning your own IP are critical.

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Seeking Growth, Nutrabolt Turns to Star Athletes and Influencers

CMO Rajaa Grar also just launched the sports nutrition brand's first global ad campaign.

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How the Largest Jeweler in the US Is Preparing for Life Beyond the Mall

After sales slid double digits, Signet is adapting for the digital age.

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The Dodo and Sesame Street Are Helping Rescue Dogs Find Homes

New online series Families for Furry Friends features characters like Elmo and is sponsored by Target.

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Mastercard’s Gambit: World Chess Master Magnus Carlsen Added as Brand Ambassador

“I enjoyed The Queen’s Gambit and love how the show has helped fuel chess’s popularity,” Carlsen told Adweek. “Growing the chess community is very important to me, so I’m thrilled [...]

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Funko Grows Up With Baby Yoda for its Macy’s Thanksgiving Day Parade Debut

“The main challenge the team faced was keeping the character's integrity while still making sure the balloon will fly,” said Dave Beré, Funko’s senior director of Marketing.

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MTV’s The Challenge Uses Cameo to Connect With Core Fans

The ViacomCBS property created nearly 400 Cameos that sold out in less than 10 minutes.

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Queer Eye’s Fab 5 Get a Precious Lego Makeover

The Netflix hit's loft headquarters gets the ultimate Lego treatment.

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Jennifer Lopez to Be Honored as Adweek’s 2021 Brand Visionary

The singer, actor, producer and entrepreneur will lead our upcoming awards issue and appear at this month's Brandweek summit.

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J.Crew Looks for a Fresh Start With Tracee Ellis Ross

Fall campaign aims to 'reignite the love' people have for the brand.

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Thumbtack’s New Head of Marketing Sets Her Sights on Customer Experience

Amanda Reierson wants to make the platform "part of the fabric of a homeowner's life."

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Amid NFL Coverage and Her Apparel Line, Erin Andrews Is Still Not Busy Enough

The broadcaster, podcaster and fashion mogul on doing it all.

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Pepsi and Dapper Dan Blend Fashion and Sports With Capsule Collection

The release furthers soft drink giant's efforts to connect with youth culture.

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Moldy Whopper Sequel: Burger King Bans 120 Artificial Ingredients

Nelly, Anitta and Lil Huddy lend their real names to new celebrity meals, now with no additives.

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Inauguration Poet Amanda Gorman Is the Face of Estée Lauder—and a New Literacy Initiative

The poet will be the new face of the beauty brand, and together they'll launch Writing Change.