American marketing, consumers & brands

North America

Warc News, 24 October 2014
NEW YORK: US consumers prefer free, ad-supported apps to those costing money but they also want the ability to filter the companies who are able to advertise to them, a new study says. The Digital Advertising Alliance (DAA), a consortium of the nation's largest media and marketing associations, commissioned a poll of 1,015 adults which revealed that, of all those downloading apps, six in ten (58%)
Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how General Mills, the food group, has put purpose-driven marketing at the heart of its strategy.

Warc News, 23 October 2014
NEW YORK: MillerCoors, the brewing group, is enhancing its content marketing capabilities, in recognition of the fact this strategy could help reach millennials and fuel their interest in the firm's products. Stevie Benjamin, the company's senior director/digital media, discussed this subject while speaking at Advertising Week 2014 in New York.

Warc News, 23 October 2014
NEW YORK: The proportion of digital publishers using audience extension has risen sharply over the past year, with many expecting it to account for up to one fifth of their advertising revenue in the coming year, a survey has found. Audience Accelerator, part of Rocket Fuel, partnered with Digiday to survey 228 high-level digital media and marketing professionals to establish how they were meeting advertiser demand.

Warc News, 23 October 2014
CHICAGO: There is an advertising industry consensus around the importance of viewability on digital and why it needs to become the basis for billing but there remain major hurdles to be overcome, a leading industry figure has said. Speaking to, Vivek Shah, chair of the IAB and CEO of Ziff Davis, the media company, declared that "We're creating a standard within digital advertising that is different and better than other standards that exist in media – it's groundbreaking and it's unprecedented".

Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report shows how MillerCoors, the brewing group, is ramping up its content-marketing capabilities to engage millennials.

Warc News, 22 October 2014
SAN JOSE, CA: Online TV consumption is growing fast in the US thanks to a variety of platforms and the supply of premium content, a new report has said. The Video Benchmark Report from software company Adobe analysed online video and online TV viewing trends, based on aggregated and anonymous data from more than 1,300 media and entertainment properties using Adobe Marketing Cloud and Adobe Primetime.

Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report tells the story of how T-Mobile, the telecoms brand, transformed its position in the US by becoming the "Uncarrier", and taking on the established category norms disliked by consumers.

Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how Target, the retailer, bounced back from a high-profile data breach to transform its brand strategy and messaging, and thus restore its reputation with consumers.



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