Beet.TV

2 days ago | beet.tv | Rob Williams

CANNES – At a time when brand loyalty is fleeting and consumer attention short-lived, Comcast is doubling down on long-term consistency, cross-screen storytelling and agency collaboration built on trust. That’s according to Todd Arata, senior vice president of brand marketing at Comcast, in a conversation with Beet.TV’s Lisa Granatstein at the Cannes Lions International Festival of Creativity. For Arata, the key to successful brand-agency partnerships isn’t just creative alignment.

3 days ago | beet.tv | Rob Williams

CANNES – The biggest barrier preventing advertisers from investing more in premium video isn’t pricing. It’s clunky technology, said Dan Pantelo, founder and chief executive of creative automation platform Marpipe.

3 days ago | beet.tv | Rob Williams

NEW YORK – OtterBox is stepping out from behind its rugged reputation to tell a new story about its phone-protection products – one built not just on durability, but on connection, emotion and evolution. After years of dialing back on brand awareness media to manage operating costs, Otter Products is making a deliberate return to top-of-funnel marketing in 2025.

5 days ago | beet.tv | Rob Williams

CANNES – In a media world saturated by fragmented viewing platforms and real-time performance metrics, premium video still has a critical edge: brand safety, transparency and superior recall. But to stay competitive with social platforms, it needs to become just as easy to buy, measure and scale, said Mark McKee, executive vice president and general manager of Comcast’s FreeWheel.

1 week ago | beet.tv | Rob Williams

CANNES – Artificial intelligence continues to redefine modern marketing, and digital advertising agency PMG is doubling down on its belief that the future lies in platforms, not just partnerships. That vision is taking shape in the form of Alli Marketplace, a new martech exchange announced this week that is embedded directly into PMG’s proprietary operating system, Alli. The implications extend far beyond automation, said Sam Bloom, PMG’s head of partnerships.