David Ward

Adapt or die. In order to succeed these days — and bolster their overall value — CMOs must be true agents of change.

As brands boost their spending on influencer marketing programs, new tools and metrics are emerging to maximize investments in this rapidly growing area.

Older generations are beginning to join millennials in opting for streaming services like Hulu and Netflix over linear TV and it’s creating new opportunities for brands. But the complexity and fragmented nature of the space are presenting some challenges as well.

Understanding what consumers think of your brand is critical, but it’s not always an easy thing to determine — or understand. Here’s how marketing experts at Hershey, USPS, and Huge, among others, measure consumer brand affinity.

Multichannel attribution marketing — identifying each consumer touchpoint across both online and offline channels on the path to purchase — is a relatively recent phenomenon and many brands are trying to figure out how to make the best use of it.

Celebrities still hold sway over the purchasing decisions of their fans, but influencer marketing is changing the nature of that relationship, and deepening exposure of celebrities’ online lives is creating brand safety issues marketers must learn to navigate.

Cannabis is a potential boon for the advertising industry, which will be tasked not just with creating new brands, but with educating consumers regarding the uses and benefits of marijuana products. Here's what experts recommend.

Brands and email specialty firms have become much savvier about leveraging new tools and strategies to boost deliverability rates, increase automation, and maintain email’s integral role in B2B marketing. Here are five trends likely to gain traction in 2019 and beyond.

Determining the best time to revitalize a brand can be tricky, but certain factors signal a need to breathe new life into a corporate identity. Here’s how marketers at Denny’s, American Express, Deluxe, and Tuesday Morning approached revitalizing their brands.

Dunkin' Brands CMO Tony Weisman discusses the rebrand set to keep Dunkin' running well into the future.

Marketing is busy and fast-paced. Miscommunications between teams or external vendors can have dire consequences for a brand’s bottom line. Here’s what marketing organizations, agencies, and industry experts say helps to keep communication flowing free and clear.