Robert Klara

Robert Klara

Robert Klara is a senior editor for Adweek.
Robert Klara is a senior editor for Adweek, where he specializes in covering the evolution and impact of brands. He is also the author of three nonfiction books: "FDR's Funeral Train: A Betrayed Widow, a Soviet Spy, and a Presidency in the Balance," "The Hidden White House: Harry Truman and the Reconstruction of America's Most Famous Residence" and "The Devil's Mercedes: The Bizarre and Disturbing Adventures of Hitler's Limousine in America."

You Don’t Have to Tickle Him if You Don’t Want To

Elmo became a tv star and remains a hot toy.

If Gen Z Consumers Are So Digital, Why Do They Like Paying With Cash?

It’s an article of faith among marketers that members of Gen Z (the age cohort that’s now between 4 and 24 years old) are digitally savvy.

How Chobani Is Making Healthy Food More Accessible

"If you do this," CMO Peter McGuinness said at Brandweek, "you’ll be around for a long time."

You Can Thank Prohibition for Martinelli’s Sparkling Cider

While there are other sparkling products out there, Martinelli’s points out that it’s the only one that’s 100% juice.

Can a Reindeer With a Diversity Agenda Topple the Christmas Elf From His Shelf?

Do enough Americans want a new holiday tradition that the Reindeer in Here can flourish in the shadow of the Elf on the Shelf?

How Adweek Survived Wars, Recessions and Advertising’s Ups and Downs

Forty years ago today, Ken Fadner was one of the three co-founders of Adweek.

How the Macy’s Thanksgiving Day Parade Ballooned Into a Cherished Holiday Tradition

The Macy's Day Parade, as it's known, is a great branding vehicle itself.

Gap Is Spotlighting Yesterday’s Classics in Hopes of Driving Tomorrow’s Sales

CMO Alegra O’Hare explains the preppy clothing brand's strategy of "reclaiming the icons we're known for."

Adweek Honors 2019’s Best Marketing Collaborations With Constellation Awards

Brandweek wraps with inaugural honors for team-driven marketing.

Target Taught Fashion Designers That Plus Sizes Were a Profitable Idea

The true disruption the retailer began two decades ago didn’t have as much to do with prices as it did with sizing.