Marketing 101

Who is gen Z? How are brands marketing to this generation?

Mark Kanner of UnitedHealthcare discussed how the company balances data-driven insights with business context to guide smarter decision-making.

7UP sought to revive consumer perception of the brand as a beloved lemon-lime soda, reconnect emotionally with consumers aged 35 and older, and drive long-term loyalty and increase usage frequency.

Eli Lilly showcased how pharmaceutical brands can maintain competitive advantage in an increasingly fragmented media landscape by implementing unified measurement strategies that track deduplicated reach and frequency across linear TV and streaming platforms.

DoorDash leveraged its ongoing partnership with the NBA and WNBA to deepen engagement with basketball fans — a core audience already highly active on the platform.

Delta Dental sought to define and communicate its unique strengths as an employer through a refreshed employee value proposition (EVP).

Best Buy set out to redefine its brand relevance with tech-savvy consumers, particularly the Self-Serve segment.

BNY sought to position INSITE 2024 as a business acceleration engine for the wealth management industry, as well as equip professionals with tools, education, and connections to thrive amid industry transformation.

Michael Moynihan shared how The LEGO Group creates, measures, and manages brand value to drive consumer impact and guide marketing and innovation efforts.

LinkedIn demonstrated how it transformed marketing from a cost center into a growth catalyst by implementing a comprehensive measurement framework that combined media mix modeling, incrementality testing, and modeled attribution to drive business decisions and optimize performance across the full customer journey.

Nielsen, Realeyes, and Captiv8 demonstrated how attention measurement represented the next frontier in marketing analytics, enabling brands to move beyond traditional reach and frequency metrics to predict sales outcomes and optimize campaign performance across platforms.

Ram Trucks transformed a simple movie partnership into a high-impact, multi-channel campaign that drove awareness, engagement, and sales for the Ram 1500 RHO.

What do Superman and next-gen marketing have in common? More than you think. In this POV, we break down how a behind-the-scenes Instagram video for DC’s new Superman film became a masterclass in ambient marketing and what your brand can learn from it.

Find out how to actually maximize your data sets with this step-by-step guide from Mike Berberich, senior director of content strategy and Marketing Futures at the ANA.

How can a brand use the power of nostalgia to connect with consumers?

PepsiCo’s team adopted a novel approach of using organic social performance to guide its decisions about what content to support with paid media, rather than committing media dollars from the outset.

Raid's in-house agency OLIVER created the Earaid campaign during the historic 2024 double cicada emergence, using social listening to identify frustrated users and surprise them with custom cicada-quieting headphones, generating over 1 million views and 74,000 user-generated content views with no paid support.

American Express created a first-of-its-kind short-form training series using TikTok-style videos to educate over 5,000 Customer Care Professionals globally on new Delta Amex Cobrand Cards benefits, replacing traditional static training materials with engaging, digestible content that enabled better customer connections.

Chi Ogbuehi, VP of marketing technology and consumer products at NFL, shared three best practices any marketer can implement to leverage data more effectively, regardless of their budget.

ETS shared its vision for preparing 100 million people for the future of work by 2035, emphasizing the importance of measuring human capability. The organization is advancing the science of measurement to empower individuals and organizations to thrive in an AI-driven world.