Portrait of Robert Klara

Robert Klara

Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands. He is also the author of three nonfiction books: FDR's Funeral Train: A Betrayed Widow, a Soviet Spy and a Presidency in the Balance; The Hidden White House: Harry Truman and the Reconstruction of America's Most Famous Residence; and The Devil's Mercedes: The Bizarre and Disturbing Adventures of Hitler's Limousine in America.

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How Machine Learning Narrows Down Choices for Martha Stewart’s Wine Club

Artificial Intelligence

No single person could sample millions of bottles of wine after all, so the AI company provides a manageable selection.

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How Ryan’s World Character Red Titan Floated Into Macy’s Thanksgiving Parade

Marketing Innovation

Red Titan is the first character from a YouTube show to score the gig.

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This Online Grocery Store Only Stocks Purpose-Driven Brands

Food & Beverage

Hive embraces socially conscious companies that have been overlooked by bigger stores.

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Krispy Kreme Wants You to Enjoy a Glazed Doughnut With Your ‘I Voted’ Sticker

Politics

Being recognized as a voter might increase foot traffic, especially as shortages of stickers drive further intrigue.

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How Reese’s Pieces Landed Its Big Break With Help From the Alien Who Wanted to Go Home

Perspective

When Mars Inc. passed on having M&Ms featured in E.T., the opportunity went to Hershey's.

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Morton Revamps Its Packaging so Shoppers Will Know the Brand Sells More Than Just Table Salt

CPG

After two years of work, Morton has finally taken the wraps off of its latest trade dress.

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Lego CMO Says Playing Can Prepare the Next Generation of Workers

Digital Transformation

Speaking at ANA, Julia Goldin reminded anxious parents about creative derived from play.

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There Is Such A Thing as a Free Lunch—If You’re a Trucker

Brand Marketing

Red Kap could have easily joined the #ThankATrucker movement that had already built up momentum on Twitter—but tweets don’t pick up the lunch bill. So the clothing brand got together [...]

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Axe Has Matured Into a Brand That Wants to Empower Its Mostly Male Teen Users

Perspective

The sweet and woody body spray made quite a transformation since its debut.