Deep Dive
来自我们记者的行业洞察
NFL sponsors reassess league partnerships: multiple long-term agreements changed in 2022
In 2022, the NFL faced a series of sponsor changes: Pizza Hut exited, Anheuser-Busch InBev gave up exclusive alcohol advertising rights for the Super Bowl, and Pepsi stopped sponsoring the halftime show. Although Super Bowl viewership rebounded, the loss of younger audiences, audience fragmentation, and the impact of digital media prompted brands to reassess the value of their partnerships. The league is also seeking new growth points through streaming and sports betting.
Ice and Fire: How Whiskey Brands Attract a New Generation of Consumers
Whiskey has a long history, but the market is undergoing transformation. By 2025, the market is expected to grow by over 37%, reaching $109 billion. Millennials and female consumers are becoming the growth engine, and traditional brands such as William Grant, Diageo, and Pernod Ricard are attracting new audiences through educational content, celebrity partnerships, and ready-to-drink products.
Why Major Advertising Groups Are Betting on Supply Chain and Inventory Services
Two years after disruptions such as surging e-commerce transactions, empty shelves, and shipping bottlenecks, advertising holding groups are seeking deeper supply chain insights to improve marketing effectiveness. WPP, Publicis Groupe, and Omnicom Group have all recently invested in logistics and product delivery data services, aiming to become more comprehensive business partners. However, experts question whether these groups possess sufficient supply chain expertise and whether clients will fully embrace these offerings due to risk concerns.
Marketing Professionals' Creative Vitality Fades: Industry Dilemmas Under Multiple Challenges
In the first half of 2022, after experiencing an advertising market rebound, the marketing industry fell into a conservative state due to the Russia-Ukraine conflict, inflation, and supply chain pressures, with a notable decline in creative innovation. Brands have tended to favor performance marketing and short-term returns over long-term brand building. Industry experts point out that although this risk-averse strategy can stabilize short-term performance, it may harm brand loyalty, especially against the backdrop of a potential economic recession.
First Half of 2022: How Seven Major Marketing Campaigns Broke Through the Turmoil
In the first half of 2022, brand marketing faced multiple pressures including the aftermath of the pandemic, economic fluctuations, and fragmented consumer attention. Nevertheless, many brands successfully broke through by cleverly integrating pop culture, innovative technological applications, inclusive narratives, and sustainable practices. This article selects seven representative marketing campaigns and analyzes their strategies and effectiveness.
Banks Race for 'First-Mover Advantage' in the Metaverse: Virtual Layouts from JPMorgan to Quontic
As the metaverse concept heats up, banks like JPMorgan and Quontic are setting up outposts in virtual worlds, attempting to seize a first-mover advantage. This article analyzes the differences in metaverse strategies, regulatory challenges, and industry prospects across banks of varying sizes.
The Media Network Boom Is in Full Swing: From Hotels to Airlines, First-Party Data Monetization Accelerates
Marriott pioneered the hotel industry's first media network this month, signaling that more sectors will follow. Against the backdrop of third-party cookies disappearing in 2023, companies increasingly value the monetization potential of first-party data. Retail media networks are growing rapidly, with U.S. spending projected to reach $40 billion in 2022. Yet, as more players enter, brands demand higher transparency and effectiveness, leading the industry to face consolidation and differentiation tests.
How Brand Rivalries Are Reshaping Modern Marketing: A Four-Part Series
In a four-part series, Marketing Dive looks back at the enduring rivalries that have shaped the industry, and how these dynamics are shifting once again as brands prepare for a post-pandemic world.