We’ve all heard about the death of retail. Malls have turned into ghost-towns as iconic department stores are slowly withering away. This year alone, almost 4,500 U.S. store closures have been announced, while only about half that have opened. Analysts attribute retail’s downfall to a number of factors: the effects of the Great Recession, technology (mobile and the rise in e-commerce), increased competition from Amazon, and a shift in consumer spending habits - primarily, investing in experiences over goods.

Gaming is growing! In 2013, 58% of U.S. population ages 13+ were into gaming. Today, 66% percent say they regularly play video games. And, by 2020, the global video game market is expected to be worth over $90 billion. Gaming has become an integral part of the mainstream entertainment diet. In fact, 11% of gamers' leisure time is spent playing video games or engaging in eSports. Interestingly, time spent on in-person social activities continues to capture more share among gamers, pointing to a potential opportunity for content creators to further engage gamers through social or group play experiences.

As a lifelong hockey fan, I’ve always felt a tinge of jealousy about the NHL being less popular than the NFL, NBA, and MLB. Why don’t people love my sport?

Since its launch back in 2010, Instagram has become one of the major stakeholders in the world of social media. With over 95 million photos posted on the app each day according to Sprout Social, it’s now more important than ever to produce branded content that stands out from the endless corporate clutter. The fix? Establishing an aesthetic for your brand.

Like any other industry, marketing is a world in which trends emerge. And, when brands and marketers see those trends developing, there’s a natural desire to emulate and ride the coattails. Everyone wins, right? Not quite. Sometimes, those trends are leveraged to perfection, but other uses can leave a lot to be desired. In reality, the results vary greatly on a case-by-case basis.

For citizens across the globe, the holiday season provides an opportunity to spend time with families, to give back, and to show appreciation for one another.

What do Cadillac, Old Spice, and Lego all have in common? They each have had to make a significant business decision that would change the future of their respective brands and put them back into the hearts and minds of consumers.

While many brands continue to take steps to pull in the coveted millennial demographic, others are trying to get ahead of the curve with their successors, Generation Z.

As competition increases and brands vie to stay relevant, the strategic dilemma brands are often faced with is one that transcends just the marketing industry: should I take a risk or should I go with a “safer” bet? However, as the old adage goes, “nothing ventured, nothing gained.” While sometimes a safer bet seems like the most rational approach, some instances dictate taking risks —risks that, in turn, reap rewards that would’ve never otherwise been realized, helping differentiate the brand and grow mindshare. 

Case in point: Target in their sponsorship of the Grammy’s. In 2015, armed with eight 30-second commercial spots, they wanted to pull a stunt that reinvigorated their brand and its ties to culture. With the help of creative agency Deutsch, they convinced CBS to place all of their spots in one, contiguous four-minute block. With that big commercial, though, they had to do something extraordinary.

Apple has long been among the world’s most innovative companies when it comes to advertising, so it goes without saying that their efforts should be closely monitored. That’s why all eyes were on Apple when they revealed that they were restructuring their relationship with their ad agency, TWBA\Media Arts Lab.