How the Special Olympics Used Pandemic-Driven Innovation to Improve Inclusion While the pandemic forced every sports league to find new ways to compete safely and engage fans from a distance, the Special Olympics had the added task of ensuring 6.5 million athletes with intellectual disabilities weren't pushed further to the margins. At the Brandweek Sports
Taking America’s Pastime Into the Future Created in the U.S., popularized during the American Revolution, professionalized before the turn of the 20th Century--baseball's roots in this country run deep. But does the sport's rich history matter to the global fan of the future? What can be done to revitalize what was once known as America's
Why a Standardized Scoring System Is Necessary to Evaluate Brand Purpose Of the many buzzwords and phrases that have infiltrated the world of marketing, "brand purpose," if not leading the pack, is most certainly in the top five. There are plenty of brands that make a compelling case, but understanding a brand's standing in the
General Mills’ 150-Year-Old Brand Is Tackling a ‘Billion Acts of Good’ PALM SPRINGS, Calif.--General Mills has been around for more than a century, but its relatively new mission is still less than a year old. At the annual Brandweek summit, I caught up with Brad Hiranaga, the company's chief brand officer of North America to
Watch the Keynotes and Presentations From Brandweek 2019 Adweek hosted its second Brandweek event in November featuring some of the biggest names of brand marketing. We heard a variety of voices in the brand marketing space including our Brand Visionary Chrissy Teigen, Burger King global CMO Fernando Machado and Airbnb CMO Musa Tariq. Click any
The Road to Brandweek: AB InBev’s Pedro Earp on How Innovation Drives Everything In just four years, Anheuser-Busch InBev's innovation arm ZX Ventures brought in $1 billion in sales. Led by Pedro Earp, global chief marketing officer of AB InBev, the team is bringing the beverage giant into a future where it wants to be
The Road to Brandweek: Mondelez’s Patty Gonzalez on the Mandatory Nature of Brand Authenticity CPG brand Mondelez International has more than 40 brands, like Dentyne and Newtons, that are older than a century--not bad, right?--and says its overall brand purpose is to "empower people to snack right." Ahead of this year's Brandweek event, which will
The Road to Brandweek: Kroger’s Mandy Rassi on Why Purpose Is the Biggest Buzzword With the advent of online shopping and an explosion of delivery options--including autonomous robots and a service in which personnel actually restock your refrigerator--consumers are no longer limited to the products on the shelves at their local grocery store. At our
