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Search Results for : Super Bowl

Culture
November 01, 2020 Let's Experience… Something… Together
Communicate explores the world of ASMR, one of the Internet’s strangest audio-based trends, and looks at how brands are cashing in on it.
Culture
December 18, 2019 The History of Influencer Marketing

While the ROI on Influencer marketing is still debatable, the concept has become a popular medium for brands and advertisers to include in their marketing mix. But where did it all begin? Did it only start recently? Or was it around for longer?  Sit back and relax, as  Communicate takes you on a field trip through […]

Industry
November 14, 2019 No Laughing Matter

Rami Abughazaleh, from copywriting agency Yala Creative, explains why you should take humor seriously. A little humor lightens the day and helps build connections Depending on the brand, amusing your target audience can be a highly effective strategy As with any creative approach, it has to be done right to work well The case for […]

Industry
September 09, 2019 How The U.S. Open Became A Branded Juggernaut

By Brian Braiker Evans Nguyen flits inside a giant glass box, hitting a tennis ball against a digital backboard with a moving target on it. The clock is ticking as he scrambles to bank the ball off the wall as many times as he can. He has 90 seconds to move a digital Mercedes sedan across […]

Culture
June 19, 2019 HBO And Droga5 Discuss ‘Game Of Thrones’ #FortheThrone Campaign

By Ann-Christine Diaz and Max Sternlicht At the Cannes Lions Festival of Creativity, Ad Age sat down with and Alex Diamond, HBO’s director of consumer marketing, and Andy Ferguson, group creative director at Droga5, to learn more about the expansive “Game of Thrones” #FortheThrone campaign that kicked off the final season of the popular show—and which […]

Industry
June 16, 2019 The Trio That Created NIKE’S ‘Dream Crazy’

By Ann-Christine Diaz Tennis pro Serena Williams, skateboarder Lacey Baker and high school football player/homecoming queen Alicia Woollcott are among the athletes who “dreamed crazy” in Nike’s 30th anniversary “Just Do It” effort. But Nike dreamed crazy, too. The brand took a stand and threw itself into the center of cultural controversy by featuring former […]

Industry
June 11, 2019 Fortnite Emerges As A Social Media Platform For Gen Z

By George P. Slefo A new study suggests that Fortnite has more in common with Facebook than Call of Duty, with the massively popular game emerging as a new kind of social network for a key demographic of younger consumers that brands covet. “Unlike other platforms and services, Fortnite uniquely combines benefits from gaming, social […]

Industry
April 28, 2019 Going Viral Is Nice But Not A Strategy

By Jose Duarte When it comes to social, brands often still chase the all-consuming, elusive pursuit of virality. While many people can’t even describe what that means, clients and social media managers spend a lot of time seeking, or asking their agencies to get them the next viral moment that will rival moments like the famous […]

Industry
January 28, 2019 Why Coke is NOT running an in-game Super Bowl ad for the first time since 2006

Coca-Cola will not run an in-game Super Bowl ad for the first time since 2006. Instead, the beverage giant this year will air a 60-second pre-game spot right before the National Anthem. The anthem, of course, has emerged as a polarizing moment in National Football League games since Colin Kaepernick in 2016 began kneeling during […]

Industry
July 24, 2018 What will happen to PepsiCo’s in-house studio now?

Another high-ranking marketing executive is leaving PepsiCo. Kristin Patrick, whose duties have included overseeing the company’s in-house content studio, will leave the company by the end of this week. It was her decision to leave, according to a person familiar with the matter. Brad Jakeman, the high-profile president of PepsiCo’s global beverage group who left […]

Industry
June 17, 2018 Is ‘integration’ swallowing individual agency brands?

When Campbell Soup Co. named Publicis Groupe the winner of a massive agency review for digital, creative and media, the press release contained a smorgasbord of buzzwords that have come to typify holding company-level pitches. Publicis will provide an “entire suite of marketing services and provide more accountability and flexibility than traditional marketing models,” its March […]

Industry
May 31, 2018 Is your voice assistant spying on you?

Image credit: Daniel Berman/Bloomberg By Shelly Palmer, CEO of The Palmer Group Some people believe that voice assistant Alexa is listening all the time. This is true. Some people believe that Alexa records every word for posterity. This is false. Some people believe that having an Amazon Echo increases their risk of being hacked. This […]

Industry
May 13, 2018 Advertising on Facebook in Ramadan? Learn from these 3 case studies

Ramadan is the Super Bowl of the Middle East with advertisers spending a majority of their budgets during the Holy Month. Due to reduced business hours and unusual daily schedules, users’ media habits and purchase behaviors also undergo a massive change. Time spent on online platforms peaks during the month, which is a goldmine for […]

Industry
April 10, 2018 P&G is unveiling three new agency models

Earth’s biggest advertiser, Procter & Gamble Co., is “piloting” three new agency models that are fast taking over some of its biggest brands in its biggest countries. Among the most notable changes is a new yet-to-be-named multiagency agency led by Publicis Groupe and covering all of P&G’s North American fabric-care business. That business alone accounts for […]

Industry
February 04, 2018 Wix.com gets Super Bowl offer it can’t refuse

(Image credit: Wix.com. Super Bowl 2017 ad.) Wix.com chief marketing officer Omer Shai woke up on the morning of February 1 to a surprising message from the company’s media buying agency: NBC had presented a “great offer” to buy a spot in the Super Bowl, according to Shai. It was just before 6am in Israel, where […]

Industry
June 28, 2017 The seismic shifts in brand and marketing

By Rakesh Kumar, CEO, Human Films There are seismic shifts in the brand and marketing business. The hot topic today is the debate around the traditional model of advertising; the impact of shorter content and how content should be more real than surreal. Clients, creative agencies, media companies, PR companies, digital agencies are all struggling […]

Industry
March 28, 2017 There’s a fix behind the Google/YouTube crisis. It’s patented.

Major marketers’ ads have likely been showing up on or near YouTube videos promoting terrorism, neo-Nazi groups and other web content for a long time. So why has the brand-safety problem suddenly burst into the open, prompting big advertisers such as General Motors, Walmart, Verizon, AT&T and Johnson & Johnson to stop spending on YouTube […]

Industry
August 22, 2016 Alex Brunori on what ads work on YouTube

Earlier this year, YouTube announced a first of its kind competition for Ramadan ads on the platform. Titled the “Lantern Award”, the program celebrated the best Ramadan ad in 2016 based on an algorithm that took into account views, engagement, and qualitative elements. The winner of The Lantern Award went to VIVA Kuwait for a […]

Industry
June 16, 2016 Cannes YouTube Ads Leaderboard 2016

With Cannes Lions 2016 on the horizon, YouTube has today released its special edition Cannes YouTube Ads Leaderboard celebrating the most popular global video ads since last year’s festival. These ads represent more than six million hours watched and 403 million views for the entire leaderboard. There are a few trends that stood out among […]

Industry
September 17, 2015 Why ad-blocking is good news for almost everyone

The power of Apple is rarely in the new technology it brings to the market, but the new behaviors it popularizes. From mobile payments to near-field communication, MP3 players to smartphones, Apple is rarely first to market — but with its brand, vast market share, swelling coffers and ability to make the complex seem simple, […]

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