The year is 1971. John Lennon’s “Imagine” was taking over the airwaves and NPR had just started broadcasting when Secretary of Agriculture Clifford Hardin introduced Woodsy Owl, a new conservation mascot aimed at encouraging Americans to curb pollution. Hardin hoped that Woodsy would educate the masses about the consequences of pollution, as Smokey Bear did for forest fires.

In the last 55 years, Woodsy has inspired multiple generations of conservationists through memorable and nostalgia-inducing television PSAs. But just as Woodsy’s appearance has changed over the years, so has his pet issue. When he debuted, his slogan was “Give a hoot, don’t pollute!” A few years later Woodsy pivoted to “Lend a hand, care for the land!” And this year, he’s got a fresh, modernized refrain that fits our high-tech world full of battery-powered devices: “Skip the bin, turn your batteries in!”

Woodsy’s latest enterprise is the result of a new campaign with the National Waste & Recycling Association, a trade organization that represents the private-sector waste and recycling industry. The campaign educates the public on how batteries should be disposed of: not tossed into the garbage or recycling bin, but turned in at specific drop-off locations to be properly and safely recycled. When batteries are mixed in with trash or curbside recycling materials, they can cause fires, which many NWRA members are increasingly experiencing at waste and recycling facilities.

Woodsy—in his Airstream trailer—is touring the US this year to host battery recycling drop-off events.

Continue reading here.—TC

Some NBA fans may be less than thrilled with the league’s All-Star Game in recent years, but even though viewership has been trending downward, brand presence seems to be heading in the opposite direction.

There were more than 60 brands activating at this year’s All-Star Weekend at Intuit Dome in Los Angeles, which is among the highest number of sponsors the event has ever seen, if not a record, according to Lauren Sullivan, SVP and head of partner management at the NBA. All-Star Weekend has been beloved by brands for years: In 2024, marketers described it as the “crown jewel” and “the Super Bowl of the NBA.” There was no shortage of sponsors last year, either.

With so much competition for fans’ attention on the ground, never mind the viewership battle with the Winter Olympics, this year’s All-Star brands tapped into tried-and-true sports sponsorship strategies like player partnerships, fashion collabs, and community-oriented activations.

“The brands who really embrace what is unique to them as a brand and their unique offering to fans are the ones that people remember,” Sullivan told Marketing Brew.

Read more here.—AM

In January, the Sundance Film Festival took over Park City, Utah, for the final time before next year’s move to Boulder, Colorado. While locals and visitors alike might most lament the ability to no longer see celebrities walking down Main Street, they’ll also miss seeing activations and pop-ups from sponsors like Adobe, Canon, and Acura—brands that have aligned themselves for years with the annual celebration of indie filmmaking.

But why sponsor a film festival in the first place, let alone for upwards of a decade? While companies like Adobe and Canon can be integral to the filmmaking process, Acura isn’t exactly endemic to Hollywood, nor are sponsors like Casamigos, Chase Sapphire Reserve, and Patagonia. Yet, there’s a value alignment that brands can still tap into, which can make a Sundance sponsorship worth it, according to Jennifer Symington, assistant VP of marketing for American Honda Motor Co., Acura’s parent company.

“When we think about the independence and creativity and innovation of the independent artists that Sundance has gathered over the years, that focus on energy, innovation, and bringing a powerful voice to your audience…we see that values alignment there,” Symington said.

Read more here.—JN

Executive moves across the industry.

• Target promoted Cara Sylvester and Lisa Roath to the roles of chief merchandising officer and chief operating officer, respectively, as part of a larger shakeup and round of layoffs as its new CEO takes the reins.
• D&AD, a British nonprofit promoting excellence in design and advertising, named David Patton as its new CEO.
• PubMatic named John Petralia, formerly at Coursera, as CMO.
• Nordstrom tapped Dakota Rae Lowe, Edelman’s former VP of social strategy, to lead social and influencer marketing.