People to Watch 2021
Our annual showcase this year shines the spotlight on 12 individuals nominated by their respective companies’ representatives in the Institute’s Commerce Executive Network.
Direct-to-Consumer: A Viable Option
Lured by stronger consumer engagement and the data it brings, CPGs increasingly focus on DTC sales – and retailers on DTC brands.
Activation Gallery: Shoppable Media
Having watched activity increase over the last year (and even further back), Institute editors put the spotlight on “shoppable media” for this month’s gallery.
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Filippo Berio Drives In-Store Purchases During Pandemic
Filippo Berio USA had been planning a media campaign for April 2020, but it had to change plans when the COVID-19 pandemic hit. The company pushed the effort back to July to let the initial period of uncertainty and panic buying calm down.
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Zatarain's Celebrates Mardi Gras Digitally
In the lead-up to Mardi Gras, Sigma’s Zatarain’s teamed with Kroger for a digital campaign presenting the brand’s smoked sausages as perfect complements to McCormick & Co.’s Zatarain’s rice and dinner mixes.
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Vitamin Line Launches Care/of Target
Continuing its strategy of giving digital native brands an in-store presence, Target is exclusively stocking a new vitamin line from direct-to-consumer brand Care/of.
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Latest Blogs
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Blog Series
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May 04
‘Shop Now,’ Cry Later
As I checked the hockey scores on NHL.com, I ran into an ad for my favorite chocolate candy brand. “Shop now,” it invited me, and when I took the click-bait it brought me to a landing page on the brand’s website. -
Mar 22
History in the Remaking
I remember my path to purchase history fairly well, so I don’t have to worry about repeating it. But, because I remember, I do have to worry about being the eternally grumpy cynic in the room, the one trying hard not to rain on the parade of all the optimistic folks talking excitedly about the newest industry game-changer.
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