Dianna Dilworth Christe

1 week ago | brand-innovators.com | Dianna Dilworth Christe

Lowe’s is partnering with EA Sports to be featured in several of the game-maker’s titles, including EA Sports FC, Madden NFL and College Football. The partnership will significantly expand the retailer’s presence in the digital gaming space, giving the brand more opportunities to engage fans across multiple platforms and sports communities. The partnership is part of Lowe’s broader sports marketing strategy, which includes being the “Official Home Improvement Partner” of the NFL.

2 weeks ago | brand-innovators.com | Dianna Dilworth Christe

Melanie Brinbaum, chief marketing officer of Nestlé Zone Europe, sees her role as “the voice of the consumer” and “the voice of consumer culture.”She sees her job as a translator and storyteller between the language of consumers in culture and the data at hand. “Sometimes, when you work in a big agency, you get so trapped in your project that you’re a bit far from the consumer,” says Brinbaum. “What’s so cool is that in my role I can help people internally connect with real people’s lives.

2 weeks ago | brand-innovators.com | Dianna Dilworth Christe

Starbucks and PepsiCo have dropped a campaign for Starbucks Iced Energy, a new ready-to-drink (RTD) hydrating sparkling energy drink, a product of the two companies’ joint venture. Created with BBDO, the effort is inspired by the RTD Starbucks Emmy-nominated 2004 Glen ad, which featured a band playing a custom version of “Eye of the Tiger.” The commercial ends as a new coworker named “Roy” opens a can of the new drink and is followed around the office by the band.

2 weeks ago | brand-innovators.com | Dianna Dilworth Christe

Dollar Car Rental has launched a new campaign starring SNL’s Mikey Day as “The Dollar Common Sensei” – a teacher whodemonstrates Dollar’s common-sense approach to renting a car. The campaign is designed to reintroduce the Dollar brand to the car renting public. The brand worked with creative agencies FKQ and Shadow Lion on the effort. Dollar wants to make travel go smoothly by making renting a car simple. “Renting cars should be easy.

3 weeks ago | brand-innovators.com | Dianna Dilworth Christe

Jennifer Halloran, chief marketing officer of MassMutual, sees a parallel between women athletes, who see payoffs investing their time and effort to develop skills and women investors, who also During March Madness, the brand launched a new campaign to promote financial literacy to women tuning in. The Stay Ready effort taps into the cultural moment by encouraging conversations about investing.