Heineken has been named the world's most awarded advertiser of 2016, moving up five slots from the year before, according to a list by the Gunn Report for Media. On the strength of campaigns such as "The Most Interesting Man in the World" and "The Dilemma," the brewer beat out stalwart brands such as Coca-Cola (which came in second place) and PepsiCo (ranked 10th) to take home the gold.
Zima, which debuted in 1993 to great fanfare, is coming back to shelves this year, thanks to a revival by parent company MolsonCoors. The brand was discontinued in the US nine years ago after sales slowed, but has remained popular in Japan, where it comes in four varieties.
Pepsi said Thursday it hopes an "Uncle Drew" movie will expand on the viral success of the character played by NBA star Kyrie Irving for the brand since 2012. The Creators League, Pepsi's internal production unit, is partnering with Temple Hill Entertainment to produce the film, characterized by a Pepsi rep as a "Blues Brothers-meets-love-of-basketball film."
A story about Tyson Foods' management changes won big with SmartBrief readers this week, as did news of Snyder's-Lance's new snack product introductions. Also among the top 10 stories this week were news about the 2017 Product of the Year award winners and the debut of Bolthouse Farms' premium salad dressing line.
Marketers should centralize measurement platforms so they can more easily mine the data for insights, according to a report from Gartner. "This way, everyone can agree on how to measure effectiveness and how to improve it without necessarily always throwing more technology at it," said Gartner's Andrew Frank.
Sprout Social's Scott Brandt explains how a previous role in a business-to-business software company taught him that taking a reactive or promotional approach to social media is the wrong strategy. He advises marketers to mine social data and act on customer insights, use social to nurture existing customers and improve retention rates, and track word-of-mouth referrals.
Infer's Sean Zinsmeister discusses how predictive technology can help marketing and sales work better together. This is accomplished through improved lead scoring, by identifying the most valuable prospects, and through collaborating to build the best solutions for both departments.
Amanda Dooley outlines how to improve results from content. Her recommendations include making sure content is insightful and relevant for your audience, ensuring that sales reps have in-depth knowledge to talk intelligently with customers, and giving prospects time to digest downloaded content before following up with a sales pitch.
Ralph Lauren has chosen agency veteran Jonathan Bottomley as the brand's first marketing chief, part of a larger plan to reorganize the company's leadership and strengthen its main brands. The fashion retailer's revenue in the third quarter last year dropped 12% from the same period in 2015.
Cinemagraphs -- looping seamless images used in animated GIFs -- have been growing in popularity since first appearing on the design scene in 2011. This collection of 10 sites looks at some of the top cinemagraphs currently available.
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