By Jason Hartley From ‘near me‘ to ‘for me,‘ AI is fundamentally changing search. Jason Hartley of PMG says marketers need new tactics to take advantage of this shift. A decade ago, the rapid growth of mobile search represented both an opportunity and a challenge for Google. While search volume increased dramatically, results were predominantly designed for desktop users. Google adapted by prioritizing ‘near me‘ results, optimized for smaller screens and on-the-go searches. Today, the search landscape is evolving once again. Generative AI and social discovery are influencing how and where people search. People expect more personalized and dynamic Read full story › Source: The Drum...
Read MoreBy Audrey Kemp In a new television commercial, the Argentinian superstar puts a savory spin on an iconic soccer anthem. Soccer aficionados worldwide are accustomed to the resounding chant of “Olé, Olé, Olé.” In ‘Oh-Lay’s,’ a new commercial and ad campaign for Lay’s potato chips, soccer star Lionel Messi swaps out the traditional campaign with a branded refrain, “Oh-Lay’s, Oh-Lay’s, Oh-Lay’s.” The objective? To ignite excitement among fans as soccer season reaches its zenith. With this campaign, Lay’s is launching exclusive, collectible-worthy Lay’s bags to mark Messi’s first chip shot goal this year. The brand says when Messi makes his first chip shot goal of the season, Read full story › Source: The Drum...
Read MoreBy Kendra Barnett The division between brand and performance marketing is dead. Just ask the chief marketers of the world’s biggest brands. This week, marketing, media and adtech experts descended on Miami Beach for the second annual Possible conference – an event that gained buzz after Elon Musk keynoted last year. On the ground, The Drum spoke with some of the industry’s leading brand marketers about how the role of the CMO is transforming in light of growing economic pressures and rapid technological change. Among the most resounding themes was the idea that marketers of today are required to be more Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Lisa Materazzo takes the wheel with ‘Freedom of Choice,’ unveiling the brand’s broad range of vehicles and pioneering marketing strategies to engage a new generation of Ford fans. Motorheads, start your engines. Ford Motor Company, a venerable name in the automotive world, has launched a dynamic bilingual campaign showing off the breadth of its vehicle offerings, aptly titled ‘Freedom of Choice.’ The campaign marks the automaker’s first fully integrated campaign of the year and first ad campaign led by industry heavyweight Lisa Materazzo, who joined Ford about six months ago as its global chief marketing officer. With a background steeped in success at Read full story › Source: The Drum...
Read MoreBy Kendra Barnett This week, The Drum is reporting live from Possible Miami 2024. Amid the sea breezes and the buzz, here’s what we’re hearing from industry leaders on the ground. On marrying brand and performance marketing Tariq Hassan, chief marketing and customer experience officer, McDonald‘s: “For the longest time, it was like brand or performance, and I just refuse to participate in it. If you think about the construct, when were we ever told, ‘Oh, yeah, go build the brand, but who cares if it performs. Oh, and by the way, perform the heck out of something, but who cares if it deteriorates Read full story › Source: The Drum...
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