Marketing

Athleta names interim CMO | Marketing Dive

Dive Brief:

  • Athleta has named a new interim chief marketing officer, Tom Herbst, former CMO of the North Face, Gap confirmed to Retail Dive in an email. Herbst held the role at the North Face for three years, exiting in 2019, according to LinkedIn. At Athleta, he will “lead the brand’s marketing team and continue to drive strategies, programming and creative while we look to permanently fill the role,” the company said.
  • Herbst succeeds Sheila Shekar Pollak, who left the company in July after more than nine years in various roles at Athleta, and almost two as CMO.
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Kraft pushes Mac & Cheese as pandemic breakfast to reach busy parents

Dive Brief:

  • Kraft Mac & Cheese is running a campaign to position its classic blue box dinner as a breakfast item during quarantine, including a new 30-second video ad and limited-edition packaging, the company revealed via press release.
  • The campaign targets busy parents, 56% of which serve their kids Mac & Cheese for breakfast more often during pandemic lockdowns than previous months, per a Kraft study of 1,000 parents conducted this quarter. People can enter to win a free breakfast box by tweeting the hashtags #KMCforBreakfast and #Sweepstakes on Twitter or by visiting a microsite through Aug. 7. For
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How the coronavirus altered DTC’s relationship with brick and mortar

At the top of the year, many digitally native brands were in expansion mode. 

Rent the Runway launched a new tier to its subscription services, online plant brand Bloomscape forged a deal with West Elm, and Casper, a so-called darling in the direct-to-consumer space, made its public debut in February. In its IPO plans, the company reiterated its intent to open some 200 stores in North America. 

While Casper’s expansion seems lofty, it follows a trend in the sector. What started with bigger players in the space like Warby Parker and Bonobos opening up shop, has now stretched across

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Ad stakeholders race to form new digital media standards as old ones face ‘Tower of Babel’ moment

Dive Brief:

  • A broad swath of advertising trade bodies, brands, agencies, publishers and technology firms have formed the Partnership for Responsible Addressable Media (PRAM), an initiative that looks to establish new digital media standards that preserve marketing personalization while safeguarding user privacy, according to details shared with Marketing Dive.
  • The formation of the organization comes as common digital marketing tactics, namely third-party cookies and mobile identifiers, start to be wound down. In its race to address these issues, the partnership will focus on four working groups: Business Practices; Technical Standards; Privacy, Policy, and Legal Considerations; and Communications and Education.
  • Bill
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