April 20, 2021
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Top Story
Travel-related businesses are renewing ad efforts and targeting consumers emerging from pandemic lockdowns following 13 months of unprecedented cutbacks, according to industry experts. Expedia has launched a brand refresh and campaign; Marriott is shifting from social media content to brand marketing; and the Las Vegas Convention and Visitors Authority and Visit California are hiring new agencies.
Full Story: The Wall Street Journal (4/19) 
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LeadsRx marketing attribution starter kit
Enterprise marketers utilize multi-touch attribution to improve their marketing performance. This collection of resources by LeadsRx will help you deploy attribution properly and maximize return on ad spend. Get your copy
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Marketing Strategy
Pepsi's first TikTok challenge, which pairs videos of users demonstrating their soccer expertise alongside soccer stars in action, is proving effective regarding campaign and brand awareness and brand differentiation, according to a PepsiCo study. The campaign has generated 601 million views and 300,000 videos in the overseas markets where it has already launched, according to the company.
Full Story: Digiday (tiered subscription model) (4/19) 
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Global Omni-Channel Benchmarks Report
In 2020, global CTV impressions increased 60% YOY, bringing CTV neck-and-neck with mobile as the top driver of video. See what else Innovid data revealed about video and display advertising trends in such an unprecedented year. Download now.
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Creativity and Marketing Innovation
McDonald's to serve The BTS Meal
(PRNewsfoto/McDonald's Corp.)
McDonald's is introducing The BTS Meal in a global campaign from May 26, which comprises 10 chicken McNuggets, medium fries and a medium Coke with two new sauces for the US -- sweet chili and Cajun. The collaboration with the K-pop supergroup follows celebrity-inspired meals with Travis Scott and J Balvin, for which campaigns were created by Wieden+Kennedy New York.
Full Story: Ad Age (tiered subscription model) (4/19),  Adweek (4/19) 
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Burns Group touts "Charli & Dixie x Simmons"
(Serta Simmons Bedding)
Simmons has teamed with TikTok star sisters Charli D'Amelio and Dixie D'Amelio to create the "Charli & Dixie x Simmons" mattress line, which is being promoted with a campaign from Burns Group. The push includes ads on Instagram and YouTube, with primary emphasis on TikTok via ads and a hashtag contest that's offering two people the chance to win bedroom makeovers from each of the D'Amelio sisters.
Full Story: Ad Age (tiered subscription model) (4/19) 
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Marketing Insights and Trends
How 5G, pandemic are creating the perfect AR moment
(Edward Berthelot/Getty Images)
Ericsson Emodo's Jake Moskowitz explains why 5G and the pandemic are driving user interest in augmented reality experiences, in particular product try-ons, embedded ads within AR experiences and AR portals. "We're seeing AR works up and down the funnel in our early tests. ... Those exposed to AR love AR," Moskowitz said.
Full Story: Marketing Dive (4/15) 
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Grubhub, Tito's, Mastercard and Anheuser-Busch are among an increasing number of brands tapping into experiential livestream opportunities, a market estimated to reach $247 million by 2027, to cut through media clutter, forge deeper ties with consumers and own all of the related consumer data. T-Mobile says that livestream engagement is 10 times higher than social media, and Bulldog Digital Media reports average watch time for AT&T, Hyundai and other clients is 41 minutes.
Full Story: Forbes (tiered subscription model) (4/19) 
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Company spending on television advertisements climbed 13% year-over-year in March -- the first time in over a year that the industry had an increase, Standard Media Index reports. The growth still leaves current numbers beneath 2019 figures, but SMI says it indicates a positive trend.
Full Story: Next TV/Broadcasting+Cable (4/16) 
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Brand Purpose and Sustainability
General Mills is the first consumer packaged goods company in the US to establish a revolving line of credit with financial partners that is linked to the progress it makes with sustainability initiatives. "Integrating General Mills' environmental impact metrics into this financing structure underscores our commitment to drive resilience for the planet, its resources and its people," said Kofi Bruce, General Mills' chief financial officer.
Full Story: Food Business News (free registration) (4/16),  CPG Specialist (4/16) 
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Shake Shack gives back through culinary partnerships
Rosati (Michael Loccisano/Getty Images)
Shake Shack has a tradition of partnering with chefs and its latest collaboration series, called Now Serving, features menu items from chefs across the country and benefits nonprofits that support the restaurant industry. "If there is one thing I've learned throughout the development of this series, it is the importance of thinking big while acting locally and working with people that are committed to doing good and helping others," writes Mark Rosati, Shake Shack's culinary director.
Full Story: FastCasual (4/13) 
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ANA Update
Digital advertising is enthusiastic about technology, and for good reason. But while we've focused on automation and optimization, have we lost sight of a fundamental truth, that doing business is essentially a social interaction between people?
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Now more than ever, you're relying on email to communicate your messaging, brand, products and services. Whether DTC or B2B, we've got you covered on how to excel in this evolving world at the virtual 2021 ANA Email Evolution Conference, May 5 to 6.

Register today to join the most influential thought leaders and innovative brands and learn the latest techniques, tactics and strategies on copy and design, deliverability, AI and machine learning, and balancing personalization and permissioning with privacy regulation.
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April prepares her green traffic light and the world thinks Go.
Christopher Morley,
writer, editor, journalist
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