Marketing
Top stories summarized by our editors
1/20/2017

Target announced that its new chief marketing officer will be Rick Gomez, and that it will serve as an official partner of Major League Soccer. The retailer has also become the jersey sponsor for Minnesota United FC, which is the official retailer of US Youth Soccer and presenting sponsor during the Target United Cup.

1/20/2017

AB InBev's Super Bowl ad content will add up to at least three full minutes, with spots showcasing its Budweiser, Bud Light, Michelob Ultra and Busch brands -- marking Busch's first Super Bowl appearance. One spot will explain the history of Budweiser founder Adolphus Busch, and the brand's iconic Clydesdales will make an appearance in it.

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Super Bowl, Michelob Ultra, AB
1/20/2017

SmartBrief readers were eager to read about shifts in US dairy consumption this week, as well as the news of B&G Foods' interest in acquisitions and Conagra's plans to debut an aerosol-free version of PAM cooking spray. Menu changes at Ruby Tuesday and Panera also made the list of the week's 10 most-clicked stories.

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Panera, B&G Foods, PAM
1/20/2017

Graphic design trends to be on the lookout for in 2017 include a continued focus on health and wellness, imagery featuring modern women and their accomplishments, and simple and bold designs. Relaxing and environmentally friendly imagery also top this list of upcoming trends.

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WebDesignLedger.com
1/20/2017

Pernod Ricard veterans Erick Castro and Chris Patino are teaming up to form a San Diego-based beverage marketing agency called Simple Serve. "Think of us like strategic brand concierges," Patino said of the firm, which launches next week.

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Pernod Ricard, Erick Castro
1/20/2017

Beer marketers in Brazil are experiencing a sea change in messaging as brands like Heineken and Ambev reduce overtly sexual images and increase socially responsible messages.

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Bloomberg
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AmBev
1/20/2017

Business-to-business brands are lagging behind their consumer counterparts in digital transformation, with just 10% putting digital in their top three investment goals, McKinsey reports. Other shortfalls include a lack of digital skills, unclear digital strategy from leadership, and lengthy implementation times for digital projects.

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McKinsey
1/20/2017

Business-to-business marketers must stop focusing their efforts on leaders, and instead realize that key purchasing decision-makers comprise a range of influencers from different staffing levels and departments within their target companies, NetLine's David Fortino writes.

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Advertising Age
1/20/2017

Forty-eight percent of business-to-business marketers say their brand has a "medium" level of social media activity. However, only 30% are satisfied with its effect on brand awareness, and only 24% are happy with its ability to generate leads, Demand Metric reports.

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eMarketer
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social media, Lead generation
1/20/2017

Oracle has acquired Apiary, a startup focused on management of application programming interfaces, to catch up in the cloud market. Apiary will help Oracle "provide customers advanced capabilities to design and govern APIs, allowing companies to manage the entire API life cycle and deliver integrated applications," Oracle's Amit Zavery said.

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TechCrunch
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Oracle, Amit Zavery