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Zoom looks to reshape its story with its biggest brand campaign yet
The explosion in work-from-home culture in 2020 pushed a lot of businesses to the brink.Not Zoom. Instead, the video conferencing tool saw exponentially increased usage and invaluable brand recognition as many industries shifted to remote work. Now, with the future of work morphing once again in the age of AI, the tech company is taking a moment to announce that…
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Why Mastercard went after McLaren F1 naming rights
When the Formula 1 team McLaren won its first Constructors’ Championship in more than 25 years last season, it was the only team on the grid without a naming rights sponsor. Halfway through the 2025 season, McLaren is firmly in the lead for the constructors’ again, but its naming rights…
Why would a B2B tech brand strike up a sports sponsorship?
A couple of years ago, B2B tech brand Neat had a pair of customers in the sports space: The NBA’s LA Clippers and Red Bull Racing, the Formula 1 team that’s home to four-time World Drivers’ Champion Max Verstappen. Now, Neat, which makes video conferencing devices, is much more than…
How Honda became one of the first naming-rights partners of the Olympics
Ed Beadle admits that the marketing team at American Honda Motor Co. Inc. is competitive.So when the VP of digital services and marketing and his team found out that the organizers of the LA28 Olympics and Paralympics were making venue naming rights available for the first time in Olympic history,…
How Chips Ahoy gamified the Upside Down
Cookies and demogorgons and augmented reality, oh my!Chips Ahoy recently partnered with Netflix’s Stranger Things for a limited-edition cookie collab that will be seen far beyond the grocery store shelf. The special chocolate- and strawberry-flavored cookie, inspired by the show’s red-and-black Upside Down underworld aesthetic, became available for purchase in…
How the rebrand became part of the culture wars
Rebrands aren’t just rebrands anymore. No, silly—they’re a moment for public discourse about where brands stand politically and an opportunity for onlookers to declare what design overhauls say about those stances.Consider the case of Cracker Barrel. Last week, the chain eatery known for its kitschy Southern aesthetic introduced a new…
How the streamers stacked up, midyear edition
Breakups are happening left and right.No, not the romantic kind: Several companies that operate streamers, e.g., NBCUniversal and Warner Bros. Discovery, are separating their linear and streaming assets.This year, streamers are navigating splits alongside tough macroeconomic conditions, and they continue to battle it out over live sports rights as they…
Coworking with Olga Denysiuk
Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.Olga Denysuik is brand marketing manager at Samsung. She has spent more than 15 years working in marketing and communications, working for agencies like WPP’s MediaCom, Havas, and Dentsu and on…
NFL, NWSL are looking to reach next-gen fans with new media partnerships
It’s no secret that sports fans love content about their favorite teams. These days, that doesn’t just mean live games on legacy TV networks.Some major US leagues, it seems, are well aware. As football season kicked off, the NFL inked a content partnership deal with sports newsletter and media company…
Breaking down Washington’s upcoming digital ads tax
A new ad tax is scheduled to go into effect in Washington State on Oct. 1. Some experts are sounding the alarm about the scope of the law, as well as how it will be implemented.The legislation, which was signed into law in May, will impose a tax on “all…
Brands are thinking out of the (blind) box
Marketers love to “surprise and delight.” So do consumers.People are increasingly purchasing items without knowing exactly what product, or which variation of a product, they’re going to get. This year, the phenomenon of blind boxes or mystery boxes, which originated in Asian markets, took off with US consumers amid the…
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