When planning a marketing campaign, advertisers have traditionally focused their efforts on campaign messaging and ad creative, while perfecting their media buys and ensuring their placements were in all the right spots. However, in the ever-evolving digital world, there is plenty more to consider during the early ad-planning stages. Aside from your campaign visuals, your… Read more
Let’s talk beverage trends—coming off the Super Bowl (both the parties and commercials) and recovering from Dry January, now is the perfect time to reflect on what’s new and trending in the world of refreshments. In 2023, the U.S. beverage industry was valued at $146B, with expectations for constant and continued growth estimated at about… Read more
Another big game is in the books, and we’ve seen plenty of day-after assessments of the ads interspersed throughout on-field action (and suite shots of Taylor Swift). But how many of these analysts took THREE WHOLE WEEKS to let these ads re-air, worm their way into the public consciousness, and age in a way that… Read more
In 2019 when the Super Bowl came to LaTonya Story’s city of Atlanta, she created The Sports Power Brunch: Celebrating the Most Powerful Women in Sports to recognize leading women who have made a major impact in the sports industry. Entering its fifth year, the annual event has become one of the hottest tickets during Super Bowl… Read more
Understanding the necessity of healthcare isn’t a heavy lift—but navigating best practices concerning healthcare advertising can be a bigger mountain to climb. The challenge in creating healthcare advertising is to develop impactful messages to cut through the unnecessary jargon and reach current and prospective patients, providers, and/or payors—all while complying with the federal and state… Read more
Remember when selecting your college major was meant to cement your professional direction for the next 50 years? It still makes sense to so many students and post-grads every year—but why? We as humans are apt to change in every area of our lives, so it makes sense that our chosen career paths may skew… Read more
Sometimes, our food acts as boring, necessary fuel to keep us upright, cognitive, and moving forward. It’s not exciting or adventurous; it’s utilitarian, with meals void of the creativity necessary to make it into something special. But not always. Thankfully. With its myriad flavors and infinite possibilities, food can be a source of excitement, entertainment,… Read more
Imagine you’re the captain of a massive ship. You wouldn’t wait for a storm to hit before figuring out where your life jackets are, right? Or if there are enough for everyone on board? Being ready was the key idea behind a recent disaster preparedness exercise The Martin Group facilitated with National Fuel, Western New… Read more
An author, athlete, activist and documentary film maker, Kathryn Bertine has been on the forefront of advocating for equity for women in professional cycling. Instrumental in the movement that successfully lobbied the Tour de France to include women in the sport’s signature competition, she continues her work on the gender pay gap through her non-profit,… Read more