Search Marketing Knowledge Center

VP of Brand Engagement at Denny’s on TikTok-Inspired Menu

Industry Insights July 1, 2022

COVID-19 caused a significant category-wide decline in in-store traffic, with consumers spending more time engaging with a brand’s digital presence, ordering delivery, and spending more time on social in general - with TikTok playing a starring role. We needed to generate #FOMO for the brand to drive traffic back in-store once COVID-19 receded. To do so, we worked with 24 up-and-coming TikTok stars to act as hype machines to welcome the world back to Denny’s, co-collaborating on unique menu items and social/digital content to drive urgency among their social communities and re-ignite crave for our food.

view

In-Game Advertising

Pulse June 7, 2022

Since their introduction, video games have been widely popular, but they saw a special sort of rise during the pandemic’s lockdowns, where sites like Twitch and the introduction of the Metaverse brought gamers to more sophisticated, communicative worlds that also fostered communities.

view

Why QR Codes Are the Future of Creative Advertising

Industry Insights June 2, 2022

While they aren't a new phenomenon, Coinbase's SuperBowl ad applied a novel approach to something many are exploring: QR codes. The no-context QR code ad, which was so successful that it generated more traffic than the company's app could handle, was likely a once-in-a-lifetime tactic to engage viewers in one of the most challenging advertising environments: the living room.

view

Cracking the Innovation Code, with Tony Ulwick of Strategyn

Marketing Futures June 1, 2022

Innovation doesn’t have to be a mystery. In reality, it’s a process like any other, grounded in concrete, repeatable steps that just about anyone can learn, and ultimately perfect. Today’s guest, Tony Ulwick, CEO and founder of Strategyn, shows us how.

view

How to Create Successful & Effective Content

Industry Insights May 31, 2022

There are a lot of things that go into building a website, but the piece that’s almost universally overlooked and underestimated in the design process is the content.

view

Creativity in Ads Matters More Than Ever

Industry Insights May 24, 2022

Every marketer and brand these days has a little black box of tricks that they can use in advertising technology: animated ads, ad trackers, rich media with video and audio, high-impact playable ads. The list goes on. But while the technology gets ever more sophisticated, and the experience for consumers has arguably gotten much worse.

view

Data as Hero in a B2B Campaign

Event Recaps May 24, 2022

Bloomberg Media and its agency partner Doner outlined the team’s approach to a new, never-before-attempted brand campaign which used rich data insights to inform messaging that aimed to create deeper emotional connections with readers, old and new, by putting their interests and desires at the center of the communications.

view

Data as Hero in a B2B Campaign

Session Videos May 24, 2022

In this video, Bloomberg Media and its agency partner Doner outlined the team’s approach to a new brand campaign that used rich data insights to inform messaging aimed at creating deeper emotional connections with readers, old and new, by putting their interests and desires at the center of the communications.

view

Use This Tactic to Get More Out of Mobile Ads

Industry Insights May 20, 2022

In the movie Moneyball, Billy Beane’s smart take on baseball analytics helped his team, the Oakland A’s, beat much richer franchises. He challenged common assumptions and tested alternative options. This approach became a field of study called sabermetrics - the empirical analysis of baseball.

view

EEC Awards Celebration

Session Videos May 17, 2022

This video brings together the best and brightest in our field and honor their creativity, innovation, and excellence in email marketing. Meet the Stefan Pollard Email Marketer of the Year and the Email Marketer Thought Leader of the Year winners!

view

Scents Make Sense: Using Smell in Marketing and Retail

Ask the Expert Answers May 13, 2022

How can I best communicate scent in my marketing?

view

That's So Meta, with Jason Velliquette of R3

Marketing Futures May 13, 2022

The metaverse is the talk of the marketing industry, yet technically it doesn't even exist yet. Today we talk to Jason Velliquette, Head of Digital at R3, about what the real metaverse will look like in the future, and how brands can prepare today for a virtualized tomorrow.

view

Don’t Be Seduced by the Mystery Box: Creativity in Ads Matters More Than Ever

Knowledge Partners May 12, 2022

Brands are relying on technology for their marketing decisions, but must remember that a good idea and well-executed creative can generate performance and lead to a successful campaign.

view

B2B Brands Deploy 'Always-on' Marketing Strategy to Keep Up with Buyers

B2B Marketer May 4, 2022

There are several reasons B2B buyers seek out new vendors, ranging from a problem with an existing solution to relocating the business. But the reality is that buyers could be on the hunt for new vendors at just about any time. That's why marketers need an "always-on" approach to providing relevant content, according to a recent study, making sure they get on the short list of potential suppliers.

view

Here’s Why Marketers Need to Stop Paying Agencies by the Hour

Soundbites May 3, 2022

Richard Tan of FIG Agency explains why measuring work by time is both wasteful and an inaccurate way of determining the value of creative thought.

view

Creativity Is an Economic Multiplier

Session Videos May 2, 2022

Outstanding creative and business results happen when data and technology are brought together in innovative ways. In this video, Susan Credle, global chief creative officer at FCB Global, shared her perspective on how creativity can be an economic multiplier to drive a client’s business.

view

Creativity Is an Economic Multiplier

Public Videos May 2, 2022

FCB justifies its clients' advertising investments by proving that creativity has financial value.

view

How Swarovski Won Over Generation Z by Creating Some Crystal Halo Swag

REGGIE Awards April 21, 2022

To connect to a younger audience and advance its mission of making luxury available to everyone, jewelry brand Swarovski partnered with Xbox and the popular video game series Halo to create customized crystal giveaways to celebrate the release of a new edition of the Halo series.

view

LEGO Barcelona Flagship Opening Draws Inspiration from Mosiac Culture

REGGIE Awards April 21, 2022

The LEGO Group developed an omnichannel campaign for the launch of its flagship store in Barcelona, inspired by the cities culturally ingrained mosaics.

view