Marketing winners and losers of the week

This week’s marketing winners, losers and newsmakers. Winners Vuori: The activewear brand enjoys the highest engagement per social posts from its NIL endorsers, at 1.2 million engagements per branded post, according to a new report from SponsorUnited that examines name, image, likeness marketing partnerships. The report also found that “a staggering 35% of brands now exclusively invest in NIL athletes, choosing not to spend on partnerships with athletes in major pro sports.” Comscore: The firm earned Media Rating Council accreditation for total household and average audience measurement in national and local TV. “We’re essentially the first and only big data solution for linear TV for both national and local to get accreditation,” Comscore CEO Jon Carpenter said. Check out the latest Ad Age events and award programs Chips Ahoy!: The brand is giving its cookies a boost with a new recipe featuring chocolate chips with a higher cacao content and higher concentrate Madagascar vanilla extract, according to the Mondelēz International brand, which has Keke Palmer promoting the “MMMproved” recipe on social media. It’s the biggest change to Chip’s Ahoy!’s original chocolate chip recipe in 10 years and took more than four years to develop, according to CNN. Losers BMW: Brands have found success scouring TikTok in search of in-the-moment marketing opportunities. But the tactic is hardly foolproof. Witness BMW, which apparently failed to follow through on a pledge to gift a car to a TikToker who went viral for a series called “Who TF Did I Marry” in which she listed grievances against a former lover, including an unfulfilled promise to buy her a car. The situation caught the eye of the Wall Street Journal, which documented some of the backlash against BMW. BMW really fumbled the bag with Reesa Teesa. She confirmed that they are not gifting her with a car and they have removed their TikTok which originally implied that they would. Such a missed opportunity on their part.— DOM 🪄 (@fairybrandmuva_) February 29, 2024 Joann: The fabrics retailer filed for bankruptcy protection early this week, following sales declines. The company said fewer consumers are doing home projects, which has contributed to its decreasing revenue. Joann has around 850 stores, which are expected to remain open during restructuring. Unilever: The consumer packaged goods giant is slashing 7,500 jobs as part of new CEO Hein Schumacher’s plans to boost profits. His approach includes selling Unilever’s ice cream division including Ben & Jerry’s, which has battled with its corporate parent over the brand’s marketing tactics that have embraced liberal causes. Quote of the week “He’s not a fashionista, but he cares about how he’s put together. He’s into grooming and how he looks, and into sports.” —Jenn Reeves, VP of global brand marketing at Stanley, in a Wall Street Journal story about the brand’s plans to attract male shoppers. Read more: How Stanley, Owala and rivals are battling for water bottle market share—and what challenges remain Social post of the week Celebrity-backed companies are become more popular and funded. (Source: FABID) pic.twitter.com/SxHNu8aefN— Michael Duda (@MikeDuda) March 19, 2024 Number of the week 33: Percentage of viewers more likely to interact with travel ads on streaming platforms than on linear TV in the fourth quarter of 2023, according to data from TV measurement company EDO. On the move Guitar Center hired Kristin Shane as executive VP and chief merchandising and marketing officer. She had been senior VP and chief merchandising officer at PetSmart. Beam Suntory has appointed John Alvarado as its U.S. chief brands officer, effective April 8. Alvarado most recently was senior VP, brand marketing, carbonated soft drinks, for Keurig Dr Pepper and previously spent 14 years with Constellation Brands, including as senior VP of marketing. Contributing: Jon Springer Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Marketing winners and losers of the week

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