Time Out, Instagram host virtual "Experience:NYC" | Activia yogurt targets younger audience in new ad | Former Snap exec launches ad-free shopping app
July 8, 2020
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Time Out New York and Instagram are running an "Experience:NYC" virtual festival on July 9 and 10 that will spotlight 16 small businesses in New York City owned by women or members of the LGBTQ+ and BIPOC communities. Users can join the festival via Instagram Live and support small businesses by ordering meals via Instagram food orders, buying gift cards or using Instagram Stories' Support Small Business sticker.
Full Story: Adweek (tiered subscription model) (7/6) 
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Ready for measurement in a cookieless world?
As the industry migrates away from third-party cookies, many of the metrics marketers rely on today to measure their digital media performance will be gone. There are three things you need to do today to be prepared. Click now to learn more.
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Influencer Marketing
Activia yogurt targets younger audience in new ad
(Activia US/YouTube)
Activia yogurt has shifted some of its marketing to target a younger audience than its perceived older audience, using rapper Nayim Edwards and focusing on a gut health message. The brand also has paired with Rutgers University to study the microbiome of those who contract COVID-19.
Full Story: Marketing Dive (7/7),  Ad Age (tiered subscription model) (7/6) 
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Shopper / Commerce Marketing
Imran Khan, a former Snap executive, launched the Verishop shopping app, which enables consumers to make purchases directly from a news feed among more than 600 brands that have signed on, including Hill City, Madewell and Oribe, and agreed to a revenue split. "What we're bringing is entertainment and discovery," Khan said.
Full Story: BNN Bloomberg (Canada) (7/7) 
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Content Marketing
W+K teases Ford Bronco with "Built Wild"
(Ford/YouTube)
Ford, with Wieden+Kennedy New York, is teasing its new Bronco and Bronco Sport with a short film that introduces the subbrand's tagline and brand positioning, "Built Wild." The spot showcases Bronco vehicles navigating wild terrain and the brand is creating "Bronco Off-Roadeos" to enable drivers to experience outdoor adventures.
Full Story: MediaPost Communications (7/6),  Ad Age (tiered subscription model) (7/6) 
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Mering displays texts from a lonely California
(Visit California/YouTube)
Mering's "See You Soon" campaign for Visit California features 12 social videos showcasing the beauty of each of the state's regions. The videos display texts from California, which reminisces about past visits and hopes to see travelers soon.
Full Story: Campaign US (tiered subscription model) (7/6) 
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Relationship Marketing
Discover has launched the #EatItForward initiative, a campaign that will grant $25,000 awards to 200 restaurants that are at least 50% Black-owned. People are invited to nominate their favorite establishment via Twitter, Instagram or Facebook now through October 31.
Full Story: Forbes (7/6) 
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ANA Events & Resources
The evolving COVID-19 pandemic landscape demands new insights to track the digital economy. This SlideShare from Adobe details how its analytics can help marketers make sense of this complicated moment.
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The importance of innovation cannot be overstated, especially in the current economic environment. Which is why, at the 2020 ANA Advertising Financial Management Conference, October 5 to 7 in Orlando or virtually, Geoffrey Colon, head of Microsoft advertising brand studio at Microsoft, will share the three pattern areas brands and agencies should look for when hiring to foster innovation.

Register today to attend in-person or virtually and get ready to hear more insights from industry thought leaders from HP, IHG, Georgia-Pacific, Johannes Leonardo, Visa, BMO Harris Bank, KPMG, Biogen and Mondelez!
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A master can tell you what he expects of you. A teacher, though, awakens your own expectations.
Patricia Neal,
actress
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