Netflix is dissolving its global brand marketing team, according to a report in Adweek.
The report, which cited anonymous internal sources, revealed that the team worked generally in content and social media. The report did not reveal who would take over these marketing duties but did point out that the company is known to reshuffle its staff.
The news comes after Kelly Bennett, the company’s CMO of seven years, revealed plans to leave the company.
The streaming giant faces increased competition from the likes of Amazon Prime, Apple TV and Hulu.
Our 20th issue of the Marketer Quarterly is now live!
The issue features our fourth annual 2018 awards, which highlights some of the best marketing of the year. We are pleased to profile work from 23 leading brands.
The issue also includes A Day in the Life of TrueBlue CMO Maggie Lower and an interview with Macy’s Group Vice President of Marketing Strategy Abigail James.
Explore Williams-Sonoma’s Peppermint Bark anniversary campaign and how Macy’s is using Instagram, among other deep dives.
The issue is free with registration.
Coca-Cola is putting Coke Zero as the star in its U.K. holiday campaign “Holidays are Coming,” a new direction for the effort which is usually focused on the classic product.
The effort includes a partnership with Snapchat and LadBible, a move to reach a younger demographic.
The campaign includes a Snapchat lens that explores how “Holidays are Coming” became so iconic. The lens features branded content from hip publisher LADbible.
The brand is also running its first-ever on-pack promotion at Capital’s Jingle Bell Ball, which will be supported through a social media effort.
In addition, the beverage maker has created a new limited-edition cinnamon flavor Coke Zero. Coca-Cola has made the Oxford Circus Underground station in London “cinnamon-scented” to get consumers to experience the flavor first hand.
Last week, David blogged about our upcoming webinar with Zeta Global during which we’ll be digging into our 2018 consumer survey data and highlighting buying patterns, attitudes, and behaviors. It’s going to be an excellent session – we’ll go deep and wide – but I wanted to take this opportunity to highlight a single data point that all marketers need to be mindful of, especially during the holidays: message frequency.
Many consumers do not appreciate the increased volumes of irrelevant email they receive over the holidays, especially as more consumers engage with their email predominantly through their mobile device. Over half the consumers we surveyed reported that they received messages from brands at too fast a cadence and 36% said that the messages they received were not relevant and thus irritating. Twenty-three percent reported that messages they received on their phones weren’t formatted optimally for the small screen, which is surprising to me and concerning, to say the least.
Tune in next week to get the full picture and our take, but until then, send smart: manage your message cadence carefully and ensure the content you share is engaging and driving positive customer experiences – this holiday more users are going to be on devices and reaching for wallets after they’ve reached for their phone.
Dunkin’ Brands has revealed plans to drop the word donuts from its name in January 2019.
The company announced the news on Twitter this week.
The company claims that the brand name is already synonymous with donuts and that it is therefore redundant to hold onto the word for the breakfast dessert.
The company will continue to sell donuts but will focus on its beverage business NPR has more:
In 2013, Dunkin’ Donuts began moving away from a doughnut-based identity, declaring itself a “beverage company,” when beverage sales reached 58 percent. According to the New York Times, that figure has gone up slightly to 60 percent.
We’ve been covering the brand for years. Check out our Spring 2017 issue to read more about when Dunkin’ launched their mobile app and digital ordering platform.