In advertising and marketing, the consumer is the most integral part of any advertising campaign. That’s because industry professionals must first truly know what is in the hearts and minds of the consumers who make up their target audience in order to develop a successful campaign. Adweek’s Consumer category is dedicated to how brands and agencies around the world have tapped into the minds of their audience to deliver optimal results, from touch points and journeys to segmenting and analytics.
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The 4 Trends That Defined Commerce in 2022

Retail media was king this year.

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Brave Commerce Podcast: Anton Vincent Talks Brand Experience and Consumer Relationships

On this weeks episode of Brave Commerce, Anton Vincent, president of Mars Wrigley, North America, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss empathy in customer experiences. Brand experiences can [...]

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How Budweiser Builds Community and Relevance by Tapping Into Passion Points

The company launched its largest campaign as a World Cup partner.

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Brave Commerce Podcast: Responding to the ‘No’ and Web3 Integration

CMO of PepsiCo Todd Kaplan discusses the importance of taking risks

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Brave Commerce Podcast: The Changing Landscape of Consumer Habits

Sucharita Kodali of Forrester on consumer spending habits, goal alignment between brands and partners, and the financial future of ecommerce.

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Electrolux Wants You to Know Where Old Clothes Go to Die

The global campaign 'Break the Pattern' has been developed alongside Forsman & Bodenfors.

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South Park Celebrates Its 25th Anniversary With a Traveling Exhibit

The experience culminated in a sold-out 2-day concert in Colorado.

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Modernizing the Marketing of 160-year-old Health Care Giant Bayer

Since 2021, Bayer's marketing operation has more than doubled in size.

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Aura Bora Creates a Different ‘Secret Menu’ for Sparkling Water Loyalists

The brand debuts unique flavors just for its biggest fans

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When Airports Closed, Toblerone’s DTC Reinvention Began

The Mondelez brand is working on growing its online presence while its in-airport stores play catch-up.

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How Innovation Keeps Sunday Night Football the No. 1 Show on TV 

Deciding which innovations are effective with NBC and Flowcode 

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TV’s Role in Measuring DTC Success  

Leveraging TV to drive retention

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Why This New Zealand DIY Retail Campaign Resonated So Strongly

The Mitre 10 campaign came out on top of Kantar's Effectiveness Awards in the category for most effective television campaign.

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Brands Have Yet to Catch Up With the Workday Consumer

While the workday consumer develops, marketers struggle finding the right media mix for the persona, Forrester finds.

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This Convenience Chain Encourages You to Ditch Your Inhibitions With Hilarious Campaign

Convenience brand Sheetz and agency Joan ask consumers, 'Why the Sheetz Not?'