Paul Hiebert
Paul Hiebert is Adweek's senior reporter covering data and insights.
CMOs Can’t Defend What They Can’t Define
New data suggests the struggle to prove ROI persists.
Infographic: The Time Is Right for Private-Label Brands to Sway Shoppers
Price is just one of many factors that can get consumers to switch from national brands.
Why Brands Should Be Thinking More About Community
In a post-pandemic world, people have a renewed desire to belong.
Infographic: Diverse Audiences Value Brands That Show Up Where They Are
Infographic: There are good reasons for marketers to diversify their investments.
The Future of Marketing Is Earned
As consumer behavior shifts and ad budgets shrink, earned media is becoming more important.
The M&M’s Mascots Return as Official Spokescandies
The characters address America in a post-Super Bowl press conference.
The Former Creatives Behind M&M’s Mascots Believe the Characters Are Adding Fun to Cancel Culture
The former creatives behind modern M&M's mascots believe they're having fun with cancel culture.
What the Heck Is M&M’s Doing With Its Spokescandies?
The brand's sales and reputation have remained in good health despite mascot backlash.
Making the Case for Your Marketing Budget in Turbulent Times
CMOs must become data-driven storytellers who speak the language of the CEO and CFO.
How Virtual Brands Attract Real Customers
Restaurants branching into the space can attract new consumers—but transparency is key.