Now armed with the right tools - for producing and delivering digital video - marketers can fine-tune not only the messages but also the channels they deliver them through.
The weeklong campaign resulted in content on YouTube, Twitter, Facebook, Tumblr, and the music website Bandcamp.
A handful of brands that followed the Old Spice model still managed to achieve their goals.
A five-step plan to build risk into your marketing programs.
Brands show us that when it comes to online media, we haven't done it all yet.
A look at how marketers are integrating social media into their marketing plans.
Old Spice Guy gets a little more depth this holiday season courtesy of Wieden+Kennedy.
Brand finds success refreshing YouTube-based campaign.
Old Spice Guy returns to confront his replacement, Fabio.
Grand Prix winners reflect rising diversity of digital campaigns.