Anheuser-Busch InBev has put its global media buying account into a review with the aim of cutting down the number of agencies on its roster. The brand's US media is currently handled by WPP's MediaCom and spent $1.68 billion on advertising in 2015, per Ad Age Datacenter.
Dr Pepper Snapple Group is able to manage its programmatic and data operations at a more transparent, granular level since recently bringing those functions in-house. "We know where consumers are consuming media, but would like to be more forward thinking with where we're targeting them and why we're targeting them," said Brit Sundberg, the brand's manager for programmatic media and data strategy.
Budweiser has recruited artists in cities that house Major League Baseball franchises to create home-team-inspired fan cans for the 2017 baseball season. "This year, we wanted to leverage our long-standing partnership with MLB to raise a toast to the fans by giving them a piece of their hometown to enjoy right in the palm of their hand," said Vice President of Marketing Ricardo Marques.
After winning a coveted advertising slot during the 2016 Super Bowl, Death Wish Coffee saw sales soar from $3 million to $20 million. "In 30 seconds, we tripled in size," said Operations Manager John Swedish.
Online wine merchant Vivino is launching a feature called Market that puts wines from many retailers together for easier consumer browsing. "We see ourselves as the Netflix of wine; we use historical preference data and the power of our growing community to provide recommendations that wine drinkers can feel confident about, without even needing to taste test before purchase," Vivino founder and CEO Heini Zachariassen said.
Facebook has launched a third-party technology partner program to bring header bidding to its platform, giving equal opportunity to all advertisers competing for ad space. Amazon Publisher Solutions has joined the program, and General Manager Ken Leeder said, "Facebook and Amazon share the core tenet of leading with transparency to serve publishers."
Publicis Group and Microsoft are deepening their partnership by uniting the holding company's Cosmos A.I. marketing technology with Microsoft's Cortana Intelligence Suite and Azure cloud platform to help advertisers gain deeper consumer insights. "Together, we want to bring the power of artificial intelligence to help brands create new customer experiences and transform digital operations," Microsoft's Joseph Sirosh said.
Advertisers rated their digital capabilities an average of 57 out of 100, the same grade they gave themselves 18 months ago, according to a recent Boston Consulting Group survey. Brands and agencies cited video and mobile channels as areas of weakness, and the report says a lack of senior organizational support adds to the problem.
Creativity is growing more complex in tandem with other factors in a maturing marketplace. Senior marketing executives offer their thoughts on how creativity is developing and extending beyond ad campaigns.
The news that ALDI plans to debut a new logo resonated with SmartBrief readers this week, and a story about ALDI and Lidl's potential to shake up the grocery industry was also popular. Frito-Lay's debut of its Lay's Poppables line, rising sales at Annie's Homegrown and Kraft Heinz's sustainability investments were also among the week's top 10 stories.