In the context of Covid and the wider change happening in the world over the past 12 months, Adidas’s head of global marketing believes the ‘Impossible Is Nothing’ message is even more critical as it shares untold stories of sports culture.
Adidas is on a mission to tap into a spirit of “rebellious optimism” with the release of the latest campaign in its long-running ‘Impossible Is Nothing’ series.
The sportswear brand cut spend related to events such as the Oympics but “doubled down” on digital as ecommerce sales almost doubled.
As the French capital gets its gameface on ahead of the 2024 Olympics, Adidas explains how the city’s local creativity is feeding the brand’s international strategy.
Unprecedented access to the athletes’ journeys as they attempted to run the first sub-two hour marathon was at the heart of #Breaking2’s global appeal, says Nike brand communications director Mark McCambridge.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.
Coca-Cola’s senior director of media operations underlined the importance of being customer-centric in order to avoid siloed thinking.
