Creativity drives 80% of an ad’s effectiveness. Yet it continues to be the least objectively understood part of the marketing ecosystem. Anastasia Leng, founder and CEO of CreativeX, joined Adweek’s 2021 NexTech summit to reveal the impact of creative effectiveness in advertising and how brands can start tapping into this potential. Insights into creative power…
How McKinsey Is Approaching the Future of Connecting With Consumers
The pandemic sped us into a digitized future as homebound consumers abandoned ingrained shopping habits–accelerating the rise of ecommerce. Businesses responded to the digital-first marketplace by quickly pivoting and innovating to find new ways to connect with customers. What does this mean for marketing and digital leaders? McKinsey & Company partners Kelsey Robinson and Quentin…
Google’s Tara Walpert Levy on What’s Driving a Shift in TV Viewership
People are watching YouTube, America’s No. 1 ad-supported streaming service, on connected TVs at higher rates than ever. But what’s behind this shift? And what’s driving the growth? Tara Walpert Levy, vice president of agency and brand solutions at Google, and Catherine Sullivan, CEO of media buying agency PHD U.S., joined Adweek’s third annual NexTech…
The Global Growth of Costa Coffee as Covid-19 Changes Consumer Behavior
Coffee continues to be big business. While the Covid-19 pandemic has heavily impacted the revenues of coffee chains globally, it has also pushed brands to explore new opportunities. According to Allegra Project Caf?’s latest figures on the European coffee sector covering 48 countries, there are over 39,000 branded coffee shop outlets in the region. Over…
Dropbox’s Newest Campaign Highlights the Humanity Within File Storage
For cloud storage and online file-sharing services, the personal element is not always positioned front and center. That isn’t the case with Dropbox, necessarily, where past promotions prioritized creativity, giving its online storage solutions a friendlier quality, which is certainly the case with its newest “For All Things Worth…” campaign. The product of a five-year-long…
Ikea Releases Limited-Edition Candle That Smells Like Its Famous Swedish Meatballs
If you’re a company looking for a simple yet quirky bit of swag to gift your loyal consumer base, might we suggest the humble candle? Not only is it fairly easy to produce, it’s also a customizable way to capture and recreate an experience unique to your brand, whether that involves the smell of a…
Topgolf Tees Up New Leadership Trio Amid Rapid Growth
Topgolf Entertainment Group just completed a merger with sports equipment manufacturer Callaway and has seven new locations planned to open within the coming year. It needed reinforcements. And new players have arrived, starting at the top. Genifer Gray was named its chief operating officer of U.S. venues after spending three years as vp of operations….