Mars' third-place ranking on Fortune's top workplace list proved most popular with readers this week. CPG brands populated most of the Top 10 list, including a story about J.M. Smucker's brand-building strategy and Unilever's new line of probiotic ice cream.
Coca-Cola has signed a sponsorship deal with the McLaren Formula One racing team. The company's Dasani Sparkling and Glaceau Smartwater logos will appear on the team's cars during the Brazilian, US and Abu Dhabi Grands Prix races.
According to a recent report, 46% of American Twitter users access the platform daily, and brands are using it to connect with consumers. Netflix connects with users through pop-culture-based memes and trending items, while ShineText repurposes old content and shares previews.
The desire for craft beverages isn't an end goal, but rather serves as a reflection of consumers' yearning for realness in an uncertain world, writes Andrew Geoghegan, Diageo's global consumer planning director. A brand such as Guinness succeeds not because it's small, but because it connects authentically with consumers, he writes.
Business-to-business marketers must work cross-departmentally to coordinate emails to ensure consistency and avoid sending campaign emails that might conflict with messaging from finance or other departments, Red Hat's Catherine Mears advises. Create a joint calendar to track customer email plans and to identify opportunities for cross-promotion, she says.
Agile marketing focuses sharply on customer needs and reacts quickly, and can help ensure business-to-business marketers have the right drivers for revenue growth. Fusion Marketing Partners CEO Christopher Ryan recommends five ways to prepare a marketing department for greater agility, beginning with building consensus that breaks down silos.
More than one-third of marketers say they're seeing solid returns on conventional technologies for customer relationship management, but that enthusiasm falls off with pure-play automation technologies such as chatbots, according to a study from ON24. These may leave customers feeling as if they're mere numbers, said Joe Hyland, ON24's marketing chief, creating difficulties for marketers trying to "balance between human engagement and growth and invest in digital experiences that help scale one-to-one marketing."
MeUndies' membership model has given the brand a plethora of customer insights with which to inform new product ranges and limited-edition designs. Members account for half of the brand's customers and spend three times more than regular customers, and some have become Instagram advocates by using #MeUndies, says co-founder Jonathan Shokrian.
Canal+'s new short film from BETC Paris and director Ivan Grbovic, "The Idea," vividly displays the creative thinking that inspires shows such as "The Bureau," "Versailles" and "The Young Pope." The spot is intended to convey "the process of how an idea is born, the mysterious ways in which our minds associate one bizarre element to another," says BETC Paris' Stephane Xiberras.
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