BuzzFeed goes DTC with content-driven commerce deal; Microsoft pursues deal to buy TikTok's US operations following talk with Trump; Kraft Heinz, Kellogg to rev up marketing substantially in H2 as pandemic windfall continues; Campaign Trail: Klarna's oddball ads spotlight Swedish roots, outlandish quirk
The move comes as the chain is reaping the benefits of a strong digital focus as stay-at-home directives prompt consumers to order in rather than dine out.
Through Bonsai, the publisher moves away from affiliate partnerships and looks to create its own e-commerce offering designed to turn passive readers into active shoppers.
For marketers, Microsoft's ownership of TikTok in English-speaking markets may provide another reason to develop campaigns on the app and lead to more assurance of data security.
Customers interact with brands across a wide variety of touchpoints, generating tons of valuable data. Find out how to get the most out of your data in this upcoming webinar.
To retain the interest of new customers, Kraft Heinz will increase its working media dollars by 40% in H2, while Kellogg is pursuing a similar playbook.
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