AXW Weekly Update

October 13, 2017 | Vol. XXXIV


One Thing Coca-Cola is Doing That Every Company Should Do Today

As leaders in their markets, companies like Coca-Cola, Geico and Under Armour keep growing because they are always applying new methods to assure they keep growing. One of those growth tactics these companies use is content marketing. When Coca-Cola shares an article, the purpose is to drive you to its website. When the company shares an offer or a video, it does it in such a way to encourage you to click over to its site. Those clicks help them get you off social media and onto its platform where it can make a sale, make an offer and collect more data about you. (Read More)



Dunkin’ Donuts New Strategy to Increase Sales: Fewer Donuts

Dunkin’ Donuts is testing out a “less is more” strategy in about 1,000 locations out of its 9,000 U.S. stores. The streamlined stores will sell a minimum of what it calls 18 “core donuts,” down from about 30 varieties. The revamped menu comes as parent company Dunkin’ Brands Group tries to take on Starbucks as a contender for consumers’ favorite coffee chain, which may explain a smaller emphasis on doughnuts. (Read More)




Knicks to wear Squarespace patch on uniform

As part of the partnership, the Madison Square Garden Company — which owns the Knicks and the Garden — and Squarespace will provide financial support and give digital advertising opportunities to local small businesses that use the website platform. Squarespace, founded in 2003, is based in New York and has raised nearly $80 million from investors in the past seven years. (Read More)


Kobe Bryant’s Sports Drink Enters Octagon in UFC Deal

BodyArmor co-founder Mike Repole, who helped found vitaminwater and SmartWater, said he sees parallels between the drink and the sport, both relative newcomers facing entrenched industry incumbents. “UFC is to boxing what BodyArmor is to Gatorade,” Repole said. “People are looking for newer and better.” The UFC sponsorship, the largest marketing deal in BodyArmor’s short history, is part of a larger push to get consumers familiar with the drink. (Read More)


Modelo Inks Multimillion-dollar Ad Deal with UFC

Ultimate Fighting Championship has struck a multiyear deal with Modelo Especial that will make the Mexican import the official beer and malt beverage of the world’s largest MMA company. Anheuser-Busch Cos. Inc. had held that title since 2008 and its Bud Light logo had frequently stamped the center of the octagon for UFC’s biggest fights. Modelo’s deal starts in 2018 and the partnership is only for United States events. Modelo’s branding and signage will adorn the UFC cage and the company promised to feature UFC athletes and personalities in advertising. (Read More)


New Media Holding Group Endeavor to Include Droga5, WME, IMG and UFC

WME | IMG announced the creation of a new holding company called Endeavor, which will include the full portfolio of brands that were formerly part of that mega-agency. The lineup will include WME, IMG, the mixed martial arts organization UFC, The Miss Universe Organization, international art fair organizer Frieze and Adweek’s 2016 Agency of the Year, Droga5, in which Endeavor holds a minority stake. The newly-formed organization has also launched Endeavor Global Marketing, a cultural marketing division formed from an existing group of around 500 brand marketers and strategists within the organization. (Read More)