Portrait of Paul Hiebert

Paul Hiebert

Paul Hiebert is Adweek's senior reporter covering data and insights.

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What the Heck Is M&M’s Doing With Its Spokescandies?

Super Bowl

The brand's sales and reputation have remained in good health despite mascot backlash.

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Making the Case for Your Marketing Budget in Turbulent Times

Leadership & Talent

CMOs must become data-driven storytellers who speak the language of the CEO and CFO.

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How Virtual Brands Attract Real Customers

Food & Beverage

Restaurants branching into the space can attract new consumers—but transparency is key.

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Laura Jones on Shifting Instacart’s Marketing Strategy From Transactional to Inspirational

CMO Moves

CMO Laura Jones takes stock of the delivery service's move away from transactional relationships.

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Anheuser-Busch InBev’s Goal for 2023: Get Digital

Beer & Spirits

Global CMO Marcel Marcondes explains the brewer's ambition.

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Black Friday Bounces Back With Record-Breaking Online Sales

Retailing

U.S. shoppers spent a record-breaking $9.12 billion online.

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Facing an Economic Slowdown, Marketers Work to Make Sure Every Ad Dollar Counts

CPG & Grocery

Kimberly-Clark, Anheuser-Busch InBev and others are pushing deeper into digital.

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Backstreet’s Back, All Right, for Downy Rinse and Refresh

CPG & Grocery

Say bye, bye, bye to bad odor. Or, no. Wait.

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Rockstar Continues Its Hustle With Euphoria’s Angus Cloud

CPG & Grocery

PepsiCo's energy drink brand aims to attract Gen Z with its latest celebrity partnership.

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Elon Musk Fails to Answer Brands’ Questions in Private Meetings

Platforms

Still, two brands have already pulled eight figures in spend after content moderation flubs.