American marketing, consumers & brands

North America

Warc News, 30 September 2014
NEW YORK: Even as Facebook announced the launch of a new ad platform, Atlas, which it claims will deliver 'people-based marketing', a backlash appears to be under way with a new ad-free social network attracting 30,000 new user requests every hour. A Facebook blog post said that marketers using Atlas would be able to "easily solve the cross-device problem through targeting, serving and measuring across devices", while at the same time connecting online campaigns to actual offline sales.

Warc News, 30 September 2014
NEW YORK: Programmatic spending continues to advance, increasing its share of global display-related advertising expenditure from 33% in 2013 to 42% this year and is predicted to hit 48% in 2015, according to new figures from Magna Global. The strategic global media unit of IPG Mediabrands analysed digital media buying in 35 countries and said that inventory transacted through programmatic methods would increase 52% in 2014 to reach $21bn, of which $9.3bn would be transacted through real-time bidding (RTB) met.

Warc News, 30 September 2014
NEW YORK: Red Bull, the energy drink brand, is building its marketing strategy on fostering genuine, long-lasting connections with "haters" in various sports and genres of music.Ian Trombetta, Red Bull's head/brand marketing, discussed its approach while speaking at The Content Marketing Summit, a conference held by NewsCred in New York. "We go out and we find the 'haters': the people who hate corporations being involved in their scene," he said. (For more, including ways in which the brand identifies new opportunities, read Warc's exclusive report:
Stephen Whiteside, Event Reports, Content Marketing Summit, September 2014

This event report discusses how Red Bull has moved beyond selling energy drinks to organising a huge range of branded events, as well as controlling assets like soccer teams, Formula One racing cars and a music studio.

Warc News, 29 September 2014
NEW YORK: Brands can build loyalty among younger customers by appealing to the group's interest in tech and pop culture, but should also take care to treat them seriously, a new report has advised. These are the key findings in the "Hashtag Nation: Marketing to the Selfie Generation" study from Havas Worldwide, the media agency network, which .

Warc News, 29 September 2014
SAN JOSE, CA: Productivity and efficiency have been the traditional indicators of business performance, but a new study argues that creativity helps brands to outperform their rivals in terms of both revenue growth and market share. According to the Creative Dividend survey, conducted by Forrester Research for Adobe, the US software company, 58% of firms that believe they cultivate creativity reported revenue growth of 10.

Stephen Whiteside, Event Reports, Content Marketing Summit, September 2014

This event report explores the power of humour in business-to-business marketing, based on the views of Tim Washer from Cisco – and a trained comedy writer and performer.

Stephen Whiteside, Event Reports, Social Media Today, September 2014
This event report explains how Save-A-Lot, the US supermarket chain, is seeking to build a network of advocates to champion its brand on the web. With competitors including Walmart, Target, Kroger and Safeway, Save-A-Lot is part of a competitive industry where its rivals have deep pockets.

Geoffrey Precourt, Event Reports, Canada's Customer Festival, March 2014

This event report explores how Jones New York, the women's clothing retailer, has drawn on the changing roles and status of women over the course of more than four decades in order to remain at the cutting-edge of style, while also offering accessible pricing.



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