Articles By This Author
Estée Lauder Leads the Charge in Balancing Brand Building and Performance Marketing
Estée Lauder Companies, a powerhouse with Clinique, MAC Cosmetics, and La Mer under its umbrella, proves you can excel in both brand building and performance marketing. At eTail Palm Springs, Doug Jensen, Senior Vice President of Go-to-Market Analytics and Activation, presented a groundbreaking approach that achieves this perfect balance. The Challenge: Balancing Brand and Performance […]
L’Oréal Paris Launches “Worth It Resume” Campaign to Redefine Success for Women
L’Oréal Paris Shatters Fear of Failure with Powerful “Worth It Resume” Campaign L’Oréal Paris, a longstanding champion of women’s empowerment, unveils its groundbreaking “Worth It Resume” campaign. This initiative dismantles the stigma around failure and ushers in a new definition of success for women. Inspired by the insight that 81% of women feel intense pressure […]
WPP Embraces AI to Bridge Performance Gap
WPP closed 2023 with a solid performance, but not without acknowledging areas for improvement. While global organic revenue rose 0.9%, falling short of initial expectations, the U.S. market, a key driver, witnessed a 4.5% dip due to client cutbacks in tech, healthcare, and retail. This underscores WPP’s strategic shift towards Generative AI (AI). With a […]
Dove Takes a Stand for Real Beauty in the Age of AI
Dove celebrates 20 years of its iconic “Real Beauty” campaign with a bold move: rejecting AI-generated models in its advertising. This isn’t just a celebration; it’s a declaration. The new campaign, “The Code,” exposes the limitations of current AI tools. Women enter prompts like “a gorgeous woman” and are met with unrealistic, cartoonish results. Dove […]
Social Media Topples Google as Top Local Search Platform for Gen Z
Google, the long-reigning king of search, has been usurped by social media giants Instagram and TikTok for Gen Z seeking local businesses. A report by marketing platform SOCi reveals a stunning shift in search behavior, with Instagram (67%) and TikTok (62%) taking the top two spots for Gen Z local searches, pushing Google down to […]
Google’s Meridian: A Powerful Tool for Navigating the Cookieless Future
Marketers, rejoice! As third-party cookies crumble and traditional measurement tactics falter, Google offers a solution: Meridian. This open-source marketing mix model (MMM) equips you with the tools to measure campaign effectiveness in a privacy-focused and cookieless future. Don’t let the demise of old attribution methods leave you scrambling. Meridian empowers you to not only adapt […]
The Power of Google Search Console for SEO Mastery
Discover how to leverage Google Search Console (GSC) to analyze your site’s organic search performance, identify areas for improvement, and troubleshoot issues. Originally called Google Webmaster Tools, GSC is an essential SEO tool that provides invaluable insights and monitors technical site health. What is Google Search Console? GSC is a free Google service allowing site […]
Game Advertising: A Top Growth Engine for Marketers
The Interactive Advertising Bureau (IAB) unveils a powerful report, “Changing the Game,” on the opening day of its annual PlayFronts marketplace. This report confidently asserts game advertising as a top growth area for marketers. An overwhelming 86% of marketers agree that in-game advertising is brand-safe, with 40% actively planning to increase their investment in this […]