Articles from AdWeek Advertising and branding

As a marketer, you’ve mastered location-based marketing. Your pizza is hot, it’s lunchtime, and you’ve pinpointed those smartphone-carrying consumers who are in spitting distance of your store. But what if your target consumers aren’t where they claim to be? Social ad platform 140 Proof, which uses people’s public social network activities such as their location, what they share and who they follow to target them with ads, did some research on the difference between people’s stated locations and their actual ones. Guess what? People aren’t always where they say they are.

If you've spent 3.14 seconds on Twitter or Facebook today, you probably know that it's March 14, or 3/14, or Pi Day.  Ah yes, Pi Day, celebrating a mathematical constant, a number with way too many decimal places, a number used to calculate the diameter, radius and circumference of a circle. It's also a number that seems to inspire brands to create a wide range of pi/pie-related social media updates.

A pregnant mother recently sent an email to CoorDown, Italy's national organization for people with Down syndrome. The future mom had learned her unborn son had the genetic disorder, and she was scared. "What kind of life will my child have?" she asked. Saatchi & Saatchi Italy took that email as the starting point for this wonderful new ad for World Down Syndrome Day, in which 15 people with Down syndrome respond to the future mom, giving her a better idea of what to expect—the joys and the challenges—when her son arrives. This is Saatchi's third year of working with CoorDown.

As winter winds down, spring fever takes over. And no one is more in the mood than Wren, the small fashion label that had the week's breakout viral advertising hit with a video showing complete strangers kissing. Hey, it breaks the ice much faster than a handshake. Elsewhere among our top five spots of the week, Honey Maid took the Cheerios formula for supporting inclusivity and applied it to dads in a heartwarming ad and companion series of docu-videos.