Brand Strategy
‘Search is everywhere’: How JBL is retooling its search efforts for AI
The audio brand created a new editorial process and search strategy with help from the agency Code and Theory.
Brand Strategy
Brand Strategy
Why Cinemark is testing an industry-first brand campaign
The theater brand is advertising its experiences, not just its movies, in an effort to stoke brand loyalty, execs told us.
Brand Strategy
Blended and branded: The business behind Erewhon smoothie collabs
Some brands are paying to be on the gourmet grocer’s monthly drink menu to boost brand awareness and offer product samples.
Brand Strategy
Is ‘Black November’ a problem?
Extended sales windows ahead of the shopping holiday are changing the season for marketers.
Brand Strategy
To promote “Bugonia,” Focus Features invited fans to step into the world of alien conspiracists
The studio brought elements of the film to the real world to deepen fan engagement and get people talking.
Brand Strategy
Coworking with Sierra Ripoly
She’s head of integrated communication, Flamingo.
Brand Strategy
An ‘antidote’ to short-form video: Why some brands are leaning into short films
Advertisers are taking cinematic liberties with longer lengths and Hollywood-style direction in their campaigns—but the approach comes with some risk.
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