Paul Hiebert
Paul Hiebert is Adweek's senior reporter covering data and insights.
What the Heck Is M&M’s Doing With Its Spokescandies?
The brand's sales and reputation have remained in good health despite mascot backlash.
Making the Case for Your Marketing Budget in Turbulent Times
CMOs must become data-driven storytellers who speak the language of the CEO and CFO.
How Virtual Brands Attract Real Customers
Restaurants branching into the space can attract new consumers—but transparency is key.
Laura Jones on Shifting Instacart’s Marketing Strategy From Transactional to Inspirational
CMO Laura Jones takes stock of the delivery service's move away from transactional relationships.
Anheuser-Busch InBev’s Goal for 2023: Get Digital
Global CMO Marcel Marcondes explains the brewer's ambition.
Black Friday Bounces Back With Record-Breaking Online Sales
U.S. shoppers spent a record-breaking $9.12 billion online.
Facing an Economic Slowdown, Marketers Work to Make Sure Every Ad Dollar Counts
Kimberly-Clark, Anheuser-Busch InBev and others are pushing deeper into digital.
Backstreet’s Back, All Right, for Downy Rinse and Refresh
Say bye, bye, bye to bad odor. Or, no. Wait.
Rockstar Continues Its Hustle With Euphoria’s Angus Cloud
PepsiCo's energy drink brand aims to attract Gen Z with its latest celebrity partnership.
Elon Musk Fails to Answer Brands’ Questions in Private Meetings
Still, two brands have already pulled eight figures in spend after content moderation flubs.