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Marketing trends for July 29, 2022 – AdAge.com

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This week’s marketing winners, losers and newsmakers.
BeReal: The social media app that requires its users to take daily photos has skyrocketed in popularity, thanks in part to not being competitor Instagram. This week, BeReal made it to the top U.S. spot on Apple’s App Store for three days. Advertisers including Chipotle and PacSun are paying attention and beginning to experiment with the platform.
McDonald’s: The world’s largest restaurant company reported a stellar second quarter this week, including a 9.7% rise in same-store sales compared to the year-earlier period. The chain credited value meal items and higher prices as helping to grow sales as customers face higher prices elsewhere.
Etsy: The online craft marketplace topped analyst expectations with second-quarter earnings Wednesday. Revenue, at $585 million, grew 10% from the year-earlier period and the company added 6 million new buyers. “The results are particularly solid given that the overall market is slowing, and consumers are becoming more careful about spending,” wrote Neil Saunders, managing director of GlobalData Retail, in a research note, adding that Etsy’s business model remains relevant and recent acquisitions such as Depop, a peer-to-peer e-commerce company, will help contribute to future growth. “We remain positive about Etsy and its trajectory,” Saunders concluded.
Shopify: A bad bet on the continued rise of online shopping is costing the company. Earlier this week, Shopify said it is laying off 10% of staffers because e-commerce is not growing as much as the company predicted it would. “It’s now clear that bet didn’t pay off,” wrote CEO Tobi Lütke in a blog post. Later, Shopify warned of an expected operating loss in the third and fourth quarters, sending shares sinking further. 
Read more: Layoffs and budget cuts–tracking economic moves and news
Toyota: The automaker announced a recall of its popular Tacoma trucks from 2022 and 2023 due to safety issues. The move will affect more than 75,000 vehicles. Those pickup trucks in question were made with noncompliant child-seat anchors. Affected customers are expected to be notified of a solution in September. 
Meta: The Facebook and Instagram parent reported its first-ever revenue decline in its second-quarter report this week–the end of a decade of growth. The news came on the heels of backlash for Instagram, where efforts to emulate popular rival TikTok have not gone over well with users.
Read more: Instagram’s TikTok-like changes don’t annoy advertisers like they do the Kardashians
If you haven't bought a Choco Taco in the last five years then you have no right to complain about their demise. In fact, you ARE the problem. So go sit in a corner and think about what you've done.
Read more: Choco Taco’s discontinuation sparks brand and fan reaction
7,390 mg: Amount of sodium in the Smokehouse Fajitas at chain restaurant On the Border, according to the 2022 Xtreme Eating Awards from the Center for Science in the Public Interest. The FDA recommends daily sodium intake not exceed 2,300 mg for most adults. 
“We are always evaluating and evolving our allocations. It’s really about keeping the pulse of where our customers are.” –Derek Yarbrough, chief marketing officer of Madewell, on why the apparel brand shifted its ad spend to TikTok from Instagram, despite Madewell’s reach on the Meta-owned platform.
Saucony appointed Kathryn Pratt chief marketing officer. She was most recently director of brand engagement and discovery programs at L.L. Bean.
State Street named Brenda Tsai executive VP and global chief marketing officer. She had been chief marketing and communications officer at DXC Technology.
JP Morgan Chase promoted Pablo Rodriguez to head of communications for all of the Consumer & Community Banking group. He had been head of communications for credit card, connected commerce and consumer and community banking functional groups.
Analytic Partners, which provides analytics, tapped Fleur Sohtz as chief marketing officer. She had been chief revenue officer and general manager, Americas, at Noogata.
In this article:
Adrianne Pasquarelli is a senior reporter at Ad Age, covering marketing in retail and finance, as well as in travel and health care. She is also a host of the Marketer’s Brief podcast and spearheads special reports including 40 Under 40 and Hottest Brands. Pasquarelli joined Ad Age in 2015 after writing for Crain’s New York Business, where she also focused on the retail industry. 


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