YouTube has tapped Cardi B to be the face of a new campaign touting its refreshed music-streaming service, which users can sign up for via two subscription options that include an ad-free version. The push includes prime YouTube spots and TV ads during big sporting events, sources report.
Industry associations can benefit from the popularity of digital news by creating their own online news source and lending a trusted voice and source to members and wider communities, writes Elizabeth MacDonald. Providing a digital news platform builds a more meaningful relationship with audiences, serves as a lead generation tool and can boost revenue via sponsorships, she writes.
Mtn Dew Kickstart's new campaign from BBDO Worldwide stars actor and comedian Kevin Hart giving a glimpse of his inner monologue as he pumps himself up with the brand's drink. The push is running across TV, social and digital, with a tie-in with Hart's "Irresponsible Tour."
Samsung is taking on Apple in its latest push, which showcases the speed of the Galaxy S9 by comparison to iPhones. One spot features a woman using her iPhone and encountering problems with it as she travels, before opting for Samsung instead.
20th Century Fox teamed with Walmart for its latest promotion of "Deadpool 2," inserting new covers featuring the superhero in DVDs of other films in the retailer's stores. New cover art sees Deadpool in "My Cousin Vinny," "Office Space" and "Fight Club," among other movies.
Antonis Kocheilas, managing director of strategy at Ogilvy & Mather, explores what "brand" means in a world of digital disruption, as companies have been forced to relinquish narrative control and consumers have become part of the storytelling process. This shift means marketers must create personalized experiences that entertain, offer value and above all, create an emotional connection between brand and consumer, Kocheilas writes.
BBH New York's new campaign for Brighthouse Financial features three real-life retirees who have found a new lease of life by being free to explore their passions. The spots, running on social, tell the stories of a roofer who now spends his time perfecting an impressionist painting, a scientist-turned-rock-climber and the former manager of a commercial nursery who now trains a new generation in organic farming.
Proof Advertising's Bryan Christian talks about the lessons he learned when creating a small agency, including that fancy office space shouldn't be the top priority. "All coulda shoulda's aside, we'll always have our downs, and then we'll come back with a client win or two that push the margins back up," he writes.
Heineken is reportedly conducting a worldwide market-by-market review of its media business. The brand invested $173 million in US paid media last year, per Kantar Media, and its global media budget is estimated to be around $450 million, per Comvergence.
Virtual reality is quickly evolving from a niche technology into one that will likely become part of everyday life, writes Charles Dearing. Marketers should start planning ways to make the most of the VR push, including creating apps that incorporate the tech, he writes.