The Rundown on Advertising Week

3 ways brands approach working with content creators; CTV is exploding, but can marketers capitalize on its promise?; Cadillac's CMO on shifting brand strategy to address supply chain, cookie challenges; How Mars approaches contextual advertising as a cookieless future looms Sign up | View online

Advertising Week New York Conference Edition | Oct.​ 27,​ 2021 Put your brand at the center of TV's biggest moments. Roku is America's #1 TV streaming platform and the center of TV culture for 155 million streamers. TV starts here >> Brought to you by Editor's Note The ad industry last week had a bit of a homecoming at Advertising Week New York, which was in-person and proved to be more substantive than in the past as brand leaders tried to address a variety of challenges related to the pandemic, cookie deprecation and more. This is one takeaway from a busy four days for Marketing Dive's reporters at Hudson Yards, where we got an inside look at how companies from Mars to Cadillac are taking the lessons learned over the past 18 months and applying them for the future. Below, we've assembled panel coverage and news announcements from the gathering, with a focus on important issues that will impact marketers in the months ahead, including the supply chain, creators and Gen Z outreach. As always, thanks for reading. Peter Adams Reporter, Marketing Dive Twitter | Email Overheard at the show "There's too many walls bifurcating the entire marketplace. For brands, for agencies, that forces us to run around and never control the ecosystem. There's less control than ever, for advertisers and agencies." – Vinny Rinaldi, head of investment and activation, Wavemaker at GroupM Event coverage Deep Dive At Advertising Week: Less fluff and increased candor around industry's uncertain future Across four days in New York, marketers stepped out of their comfort zones with optimism that occasionally belied ongoing supply chain and engagement issues. Read More » 3 ways brands approach working with content creators Executives from DoorDash, Equinox and Diageo showcased creator partnerships that run the gamut in terms of opportunity and process. Read More » Deep Dive CTV is exploding, but can marketers capitalize on its promise? Executives spoke about the opportunity connected TV presents despite persistent issues with fragmentation and measurement. Read More » Sponsored Content by Roku Put your brand at the center of TV's biggest moments Roku is America's #1 TV streaming platform and the center of TV culture for 155 million streamers. TV Starts Here » Cadillac's CMO on shifting brand strategy to address supply chain, cookie challenges Melissa Grady said holiday ads this year could focus more on brand-building for the Lyriq, Cadillac's first EV, versus typical deals-oriented messaging. Read More » How Mars approaches contextual advertising as a cookieless future looms There is no one-size-fits-all solution for agencies looking across categories and brands, said the head of investment and activation at GroupM's Wavemaker. Read More » Kroger's new private programmatic marketplace courts CPGs with 'pre-optimized audiences' Cara Pratt, of Kroger Precision Marketing at 84.51°, tells Marketing Dive about why the platform enables brands to use their DSP of choice. Read More » How Unilever and other marketers work to avoid greenwashing The CPG giant's chief digital and marketing officer said a gap exists between consumer attitudes and actions around sustainability because of complexity. Read More » Parting thought "Building data nomenclature is hard. It is a march through a lot of s--t … We will get there, but it's a year of trying to get to that place." — Jon Halvorson, global vice president, consumer experience at Mondelēz

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