When Kristin Harrer took the reins as global chief marketing officer of Vans one year into the pandemic in April 2021, her first big execution wasn’t a campaign so much as a thank-you to the creative communities who’ve helped the shoe and skate-wear brand become an icon of street culture for many decades.

Breakfast is the most important meal of the day, they say. Too often, however, families may feel that the best, most nutritious offerings are too expensive and out-of-reach. General Mills and Chiquita are out to prove that’s not the case with a new “Go Bananas for Breakfast” promotional campaign.

At a recent Brand Innovators event on Identity, Attribution + Measurement, leaders from the industry talked about they are working to create effective attribution that leaders to improved measurement. 

Two years of lockdowns, new variants, shifting guidelines, and general anxiety has left consumers rethinking what’s important. In a nod to those shifting priorities, Lexus is using its new NX marketing campaign to encourage consumers to “find [their] something and give it everything.”

As brands enter the new year, everyone is planning for what is to come. At a recent Brand Innovators event on 2022 Predictions, leaders from brands across sectors talked about trends they expect to see this year.

EA SPORTS has seen tremendous growth over the past year and Andrea Hopelain, senior vice president of brand, does not expect that momentum to stop anytime soon.

In the final installment of our 2022 Outlook Series, Brand Innovators speaks to leaders in the sports space about what is on the horizon this year.

After three seasons of organic (i.e., unpaid) product placement on Netflix’s show “Cobra Kai,” Coors Banquet is looking to make the connection more overt with a contest for eagle-eyed viewers and creative that apes the show’s style. 

With global COVID-19 cases on the rise again, 2022 is looking to be as unpredictable a year as the two before it. But one marketer who’s prepared for the challenge is Patrick McLean, SVP and chief marketing officer at Walgreens, whose efforts to help vaccinate the retailers’ customers in 2021 will continue well into the new year.

Intuit’s TurboTax is starting the new year with a new brand campaign that calls on people to embrace their challenging tax lives.

In the 13th installment of our 2022 Outlook Series, Brand Innovators speaks to leaders at Spirits & Alcohol brands about what is on the horizon for 2022.

For up-and-coming bands (and even many of the established acts), life on the road is the name of the game. The time spent in a van traveling between gigs is such an essential part of band life, it even spawned a documentary film. 

Sophie Kelly, Sr. Vice President of Whiskeys Portfolio in North America at Diageo, looks at her career as a series of experiences, like chapters in a book.

After two years of road trips, staycations, and taking in the local attractions, Carnival Cruise Lines is expecting travelers to want to let loose. So much so that they have coined an entirely new term for its cruise vacation offerings. 

In the 12th installment of our 2022 Outlook Series, Brand Innovators speaks to agency leaders about what is on the horizon for 2022.