Male Media Opps: Volkswagen shifts to humorous messaging in new campaign
Jun 3, 2022

Since establishing its partnership with creative AOR Johannes Leonardo in 2019, Volkswagen has had to take a more serious tone in its advertising; however, it's starting to bring humor back to its strategy. The seriousness of its marketing was a response to the fallout from its emissions scandal (more here). Its serious-toned initiatives succeeded in shifting the public's image of Volkswagen to one of forward-thinking and nostalgia-heavy engineering. Though the company's tone is changing, it'...

New England Sports Network launches streaming platform (Score 49)
Jun 3, 2022

New England Sports Network (NESN) launched the first-ever regional sports network digital subscription service. The platform, which is called NESN 360, will allow users to stream live programming and on-demand shows. This includes live Red Sox & Bruins games, highlights and original shows. NESN 360 is compatible with iOS, Android, Apple TV and Roku. In other news, NESN hired Ahmed Darwish as its CMO earlier this year. Darwish joined the network from Starz, where he served as the product and m...

Luxury Opps: Maserati launches new campaign, speeds past FY 2021 digital spend
Jun 3, 2022

Maserati recently launched a new campaign that positions the MC20 Cielo as adaptable, pleasant to drive and, of course, fast. Made by Callen, which has handled creative and digital since 2020, the work is designed to reach higher household-income (HHI) consumers who don't need to bother themselves with details like mileage or price, neither of which are mentioned in the ad. Sellers should contact soon to secure last-minute ad dollars. According to iSpot, Maserati hasn't invested in nationa...

Millennial Experiential Opps: CBS launches work promoting Ghosts amid hiatus (Score 30)
Jun 3, 2022

CBS Entertainment just kicked off a summer campaign designed to keep the spirit of Ghosts alive during a hiatus. The initiative includes a musical number, in-person activations and a new metaverse experience. Ghosts won't air new episodes until fall, so in the meantime, experiential efforts showcasing each of the show's characters will continue from June-August. They will culminate in a season 2 screening event. Added elements will bring NFTs and other metaverse experiences. This allows CBS t...

Agency Opps: Heineken sends RFI out to creative agencies
Jun 3, 2022

Heineken recently sent an RFI to creative agencies, seeking new global partners to help it navigate an evolving marketing and communications world. The scope is centered around the company's ~300 international brands, which do not include the global flagship Heineken brand. Publicis handles that brand. The RFI reportedly covers creative and production, but media is not up for review. Heineken doesn't have a fixed deadline for selecting new partners, but I expect we'll see at least one hire wi...

Gen-Z, Millennial Digital Opps: Calvin Klein hires CMO amid spend decreases (Score 64)
Jun 2, 2022

Calvin Klein (CK) has filled the CMO vacancy we told you about last year. The company hired Jonathan Bottomley as its CMO from Boll & Branch, where he also served as CMO. Bottomley was the EVP and CMO of Ralph Lauren prior to that. In his new role, Bottomley will be responsible for all marketing duties. Keep an eye on this company because this hire will affect its marketing strategy and could lead to agency appointments.  **Bottomley does not officially begin until June 6th, so he will not...

Gen-Z, Millennial Opps: Conde Nast developing a metaverse strategy (Score 38)
Jun 2, 2022

Worldwide magazine publisher Conde Nast (CN) is currently working on ways to interact with readers via the metaverse. It's assumed that most people will eventually have some sort of presence on the metaverse, so why wouldn't they want high-end digitized apparel from designers whose work CN magazines often feature? The company is establishing partnerships with creators and building on its history of content creation. New efforts such as this metaverse experience are designed to build brand eng...

Digital Parents Opps: Little Gym hires marketing DM (Score 50)
Jun 2, 2022

The Little Gym (TLG) hired Jamie Eslinger as SVP of marketing & integration in March 2022. Eslinger spent the last four years at PartyLite, where she served as the marketing director before being promoted to head of NA. This hire could lead to spend shifts and possibly agency appointments, so keep TLG on your radar.  According to Pathmatics, TLG earned 8.8m impressions in 2021 through desktop display ads (65%), Facebook ads (28%) and mobile display ads (7%). It placed the majority (93%) of...

Garner Foods announces CMO departure (Score 31)
Jun 2, 2022

Garner Foods (GF) announced its CMO, Glenn Garner, is retiring. Garner spent over 30 years with the company and was promoted from marketing VP to CMO in 2015. I am not sure about GF's plans for the CMO position. We will be sure to update you once any news surfaces because Garner's replacement will affect the company's marketing strategy and could lead to agency reviews. GF is best known for its Texas Pete hot sauce.  Per Pathmatics, GF earned 990.6m impressions YTD through desktop display ...

Male Millennial, Gen-X Opps: Prudential hires US business CMO (Score 68)
Jun 2, 2022

Prudential Financial named Stan Little US business CMO, effective May 31, 2022. Little joins Prudential from United Way, where he served as the chief experience officer for just over two years. In his new role, Little will manage all marketing initiatives for Prudential's insurance and retirement businesses. He will report to CMO Susan Johnson. We told you about the company's "Rock Moments" campaign in December.  Per Pathmatics, Prudential earned 397m impressions YTD through desktop displa...