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Ad Age: Pillsbury Pumps Cinnamon Roll Smells Into Movie Theaters

Excerpt: Scent appeal. At several movie theaters across the country, the ads really smell—like cinnamon rolls. Pillsbury is pumping the delicious scent into 25 theaters as part of a campaign that attempts to spark sales for its refrigerated dough by...

Adweek: Why Axios Is Betting Big on Native Content, Sponsored Events and Branded Newsletters

Excerpt: A major area of real estate for Axios’ native content is within its stable of 17 free email newsletters, which Axios said adds up to more than 1 million subscriptions total. (Because many of the same people subscribe...

Adweek: Holiday Shopping Minus Checkout Lines Is Finally Here

Excerpt: Waiting in line is one of the major drawbacks of brick-and-mortar shopping—and one of the reasons ecommerce holds so much appeal for so many consumers. (A Pew Research Center study found that, as of 2016, 80 percent of Americans do at...

Adweek: With Ex-Condé Nast Star Phillip Picardi at the Top, Out Magazine Looks to...

Excerpt: Queer media, broadly, is becoming a main outlet for young people to get their news, as they latch on to brands that have widely embraced the LGBTQ community unlike mainstream outlets, said Rachel Lowenstein, associate director, strategic innovation, invention+,...

ANA Magazine: The Rewards of Taking Risks

The ANA explored risk-taking in marketing (and why too much risk-aversion is a bad thing), featuring insights from Danielle Koffer, Chief Client Officer, U.S., Mindshare North America. Excerpt: He notes, however, that the word "risk" is inherently negative and frequently frowned...

Digiday: Thanks to troves of audience data, Roku is moving from tech provider to...

Excerpt: Gibbs Haljun, managing director of media investment for Mindshare North America, said that the agency expects to buy more media from Roku next year — the platform itself continues to be a growing priority when it comes to over-the-top...

Adweek: Why It Makes Sense for Publishers to Bundle Services, Like NYT and Scribd

Excerpt: Companies have frequently offered bundled services, with special packages for students, including Spotify, which teamed up with Hulu and Showtime to offer a deeply discounted price for those three services at $4.99 per month to those still in school. It can be an effective...

Adweek: Why Publishers Are Taking Their Brands Offline With New Product Licensing Deals

Excerpt: The partnerships also serve the interests of brick-and-mortar stores, noted Winder. A BuzzFeed and Walmart relationship is strategically advantageous for the latter as it adds a digital halo effect to the retailer—and keeps the products out of Amazon’s grasp....

The Wall Street Journal: ComScore Adds Limited Measurement Tool for Snapchat Discover

Excerpt: “In the short term, it’s always good to see more traction towards third-party measurement, even when it’s a smaller step,” said Jessica Prassel, U.S. social practice lead for media and marketing services provider Mindshare North America. “What we would...

The Drum’s 50 Under 30: Rachel Lowenstein

Congratulations to Rachel Lowenstein, Associate Director, Invention+, Mindshare North America – she’s been named one of The Drum’s 50 Under 30, a list that honors the next generation of industry stars; those who particularly excel in creativity across marketing...

AdExchanger: How Advertisers Are Using Twitch To Reach People Who Hate Ads

Excerpt: After “maxing out” among football and basketball enthusiasts, Brittany Rollheiser, director of digital investment at Mindshare, said she and her CPG client wanted to try a campaign on Twitch. Since the product’s audience is predominantly young and male, targeting...

Business Insider: An ad agency is ‘hacking’ search results on Amazon’s Alexa, and it...

As consumers increasingly adopt digital voice assistants, big brands know they need to cash in on the opportunity. But when it comes to commerce on voice assistants, people fall back on the default option — meaning that brands...

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She Runs It’s Working Mothers of the Year: Laura Powers

Congratulations to Mindshare's Laura Powers, Managing Director, Client Leadership – she’s been named one of She Runs It's Working Mothers of the Year! This...

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