Search Marketing Knowledge Center

The New Renaissance: How Aquent Leveraged Classical Paintings to Promote New Research

In-House Excellence Awards May 19, 2024

Aquent created a campaign that leveraged updated versions of famous Renaissance paintings — created using AI — to highlight a new report that outlined where marketing and creativity were headed.

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How Audi Let Fans Direct a Brand Film Via Instagram

In-House Excellence Awards May 19, 2024

To help send off its popular R8 model, Audi allowed fans to serve as the directors of a farewell film for the car by voting on various creative elements via Instagram Stories.

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How This Food Brand Leveraged Gaming

In-House Excellence Awards May 18, 2024

Drawing inspiration from the perfectly crisp and craveable texture of its own egg-roll wrappers, Pagoda Snacks created a customized “Crispy Mode” challenge for gamers that appears much like a deep-fried meme. Players who mastered “Crispy Mode” were rewarded with a chance to win a trip to the PGL CS2 Major 2024.

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Agile Marketing

ASK Answers May 16, 2024

How can I adopt an agile marketing approach in my organization?

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A Brand Revamp for Schwab

In-House Excellence Awards May 16, 2024

Learn how Schwab earned quick “street cred” among traders and proved that they were committed to providing the same — or better — technology, innovation, support, and education that they’d come to rely on from Ameritrade.

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The Performance Marketing Versus Branding Debate Heats Up

Champions of Growth Podcast May 15, 2024

Lou Aversano, CMO of The Cigna Group, joins host Matthew Schwartz, to discuss the performance marketing versus branded advertising debate heating up throughout B2B precincts, why there’s a growing onus on B2B firms to thread more emotional elements throughout their messaging architecture, and more.

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Why I Have a "Three Scrolls Rule"

Industry Insights May 14, 2024

It’s important to experience your content the way your users are experiencing it. I’ve also known colleagues who have had “secret” or tester accounts. They’ll post content in the secret account first to see how it looks before posting it on the brand account. Your audience is not as invested in your content as you are, so if it doesn’t look good and isn’t compelling to you why would anyone else want to follow you?

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Defining Your Brand’s Narrative and Mission

Industry Insights May 13, 2024

Globalization has increased every business’s opportunities, but it has also increased their competition. Offering a quality product or service is no longer enough to attract customers, meaning businesses must differentiate themselves from other companies and brands if they want to thrive and succeed, which involves taking steps to define their brand narrative and mission.

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How to Build a Brand Universe

Event Recaps May 9, 2024

Marc Simons, co-founder of Giant Spoon, and Emma Rathe, head of event marketing at Reddit, Inc., discussed how to build format-agnostic brand universes that transform your business.

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Quantifying the Impact of Creative

Money Slides May 8, 2024

The Hershey Company shares data that demonstrates the influence that creative exerts on metrics such as sales impact, relative to the influence of media and brand.

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The Importance of a Brand Purpose Creative Brief

Beyond Profit Podcast May 7, 2024

In this episode of <em>Beyond Profit</em>, purpose and brand marketing expert Hope Freedman joins host Ken Beaulieu to provide her perspective on the brand purpose creative brief and how it can make a positive difference in marketing and advertising.

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Captivating Characters in Advertising: Harnessing the Power of Fluent Devices

Knowledge Partners May 7, 2024

System1 shares how leveraging characters can differentiate a brand, enhance branded storytelling, and induces positive feelings among consumers.

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Is Out-of-Home Media Too Expensive and Does Cost Concern Hinder Results?

Industry Insights May 6, 2024

It can be argued that multiplying a low CPM by the scale and flight duration needed for a specific campaign is what makes OOH a wallet-busting undertaking. I call this “OOH commitment issues.” The commitment to media in the remaining 98 percent of an American marketer’s budget is still higher than that made to OOH, so why the double standard?

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How to Create a Culture of Innovation in Your Marketing Team

Industry Insights April 29, 2024

Innovation isn’t just coming up with new ideas and products without producing results. Today’s marketing teams must infuse innovation into everything they do with a structured approach anchored in business reinvention, value creation and differentiation. So, how do you achieve this?

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Wolverine Taps Michigan Football to Showcase Its Blue-Collar Credentials

REGGIE Awards April 28, 2024

In an effort to heighten brand awareness and engagement among younger consumers, work boot brand Wolverine teamed up with Michigan University football for an activation that revealed the grit and toughness of both the brand and the eventual championship-winning team.

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How a French’s Mustard Flavored Skittle Pack Drove Record-Breaking Consumer Engagement

REGGIE Awards April 28, 2024

McCormick partnered with Skittles to create a limited-edition French’s Mustard flavor of the popular candy. Through an influencer-focused strategy, the brand was able to earn a record-breaking 265 million social media impressions across Instagram, TikTok, and X.

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How State Farm Changed the Game on Naming Rights

REGGIE Awards April 27, 2024

State Farm's "The Big Game Came to Us!" campaign revolutionized naming rights strategy by partnering with TikTok's top creator, Khaby Lame, whose single post reached 220 million viewers, doubling Super Bowl viewership.

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How State Farm Connected to Customers with Bobbleheads

REGGIE Awards April 27, 2024

State Farm's Bobblehead YOU! campaign, through a 30-city tour, successfully engaged with potential and existing customers, distributing over 500,000 bobbleheads and generating 121,119 qualified leads across 949 event days.

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