Mars' marketing team strategically divides its budget to focus on different areas for growth, allocating 80% for media channels with a proven return on investment, 15% for testing and 5% for innovative campaigns, said former global chief marketing officer Andrew Clarke. "It's getting that balance right of providing enough space to innovate, but with some clear guidelines because you don't want complete chaos," Clarke said.
Marketers should engage with local communities when trying to win over specific geographical locations by employing creative that shows an understanding of the culture of their towns, their sense of pride and their needs, writes Grant Covell. "Local impact, national influence -- the true value of localism," he writes.
Tools rooted in classic design concepts are on trend for August, as well as a few new items focusing on 3D effects. Carrie Cousins takes a look at two dozen new tools on the design scene, including Font Playground, Rockstar and Fondu.
PRSSA will challenge participants of the 2019 Bateman Case Study Competition to develop, launch and promote a PR campaign for the PRSA Foundation focusing on diversity in the profession. For details and updates, visit here.
Coca-Cola has joined forces with fashion label Kith for a third branded collection of clothing and accessories. The offerings include swimwear, shoes, skate decks, lawn bowling pins and surfboards.
Red Bull hosted its first Innovation Summit last week, where college-age entrepreneurs worked on their business ideas and perfected their investor pitches. The event was part of the Red Bull Launch Institute, which was founded in 2017 to offer support to select startups.
General Mills is looking to expand its marketers' digital knowledge, particularly focusing on its e-commerce strategy. The company's plan to create a balanced media plan with increased spending "depends on the needs of the brand and what message or consumer objective we have and making sure we have the right mediums to do that to get the right ROI," said Mark Brown, General Mills' marketing director for Northern Europe.
Peoples Bank will plant 173 piggy banks with $30 cash in each throughout the communities it serves. The piggy banks, which will be placed Wednesday, encourage those who find them to keep $15 and "pay it forward" with the other $15.
The Commerce Department's David Redl spoke at a recent event about the government's data privacy plans. "Bottom-up, consensus-based processes create policies that are trusted throughout the Internet ecosystem," he said, noting that the administration aims to create policy that "ensures America's prosperity and clears the way for innovation."