At the Palm Tree Music Festival in Westhampton this summer, brands lined up to capture the attention of concertgoers who had shelled out at least $299 to watch artists like Calvin Harris and Kygo. Helicopter charter company Blade flew concertgoers to the event from New York City. Tequila brand Don Julio served cocktails at the festival. Celsius was its exclusive energy drink partner.

“It was definitely different than your typical musical festival. It was affluent, it was upscale,” said Brian Rappaport, founder and CEO at out-of-home agency Quan Media Group, who attended the event. “There were a lot of brand integrations taking place there.”

The Palm Tree Music Festival is one of many ways marketers can reach those traveling to the Hamptons in the summer. As brands clamor to get in front of these visitors, they often take advantage of some of the destination’s more bespoke inventory, like wrapping ads on helicopters, flying aerial banners above beaches, and putting ads on transportation like the Hampton Jitney bus.

“Everyone seems to, once April rolls around, [ask], ‘How can we reach Montauk? How can we reach the Hamptons?’ As expected, there are limited out-of-home opportunities, so it kind of creates this creative approach for brands to hit that audience,” Rappaport said.

Read the full story here.—JS

Third-party cookies are on their way out. And many marketers are feeling the pinch of losing all that helpful data. But when one window closes, a much better (and privacy-friendly) door opens.

Behind that door is first-party data, the info you collect straight from your own audience through your own channels. If you’re new to this stuff, you’re not alone—and StackAdapt has an ebook to help you get started.

Their guide is packed with info on:

• understanding first-party data, including its benefits and limitations
• common systems and platforms used to store first-party data
• 3 first-party activation strategies to help brands tell a cohesive story across the entire customer journey
• how to leverage your first-party data to reach your target audience

Ready to reach the right people? Learn their language.

Inclusive exclusivity. Distorted reality. Pop nihilism.

No, you didn’t hit your head. Those are just a few of the trends that Horizon Media predicts will influence the rest of this year, per the second volume of its Top Trends 2023 report. The report is based on the beta version of the agency’s Cultural Calculator, which relies on survey research, social media tracking, and more to identify the scope of a trend, according to Maxine Gurevich, SVP of cultural intelligence.

Horizon identified six trends altogether, including a curiosity for sports among Gen Z, demand for democratized healthcare, and a yearning for “moments of wonder” to combat heightened anxiety and depression.

Here are a few takeaways to keep in mind.—AM

Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Alice Milligan is CMO at Morgan Stanley. She’s previously held leadership roles at companies including E-Trade, Citi, and Coach.

What’s your favorite ad campaign? Other than Morgan Stanley’s global brand campaign, which we launched earlier this year and represents a very different look and feel for our 87-year-old firm, I’m a huge fan of Apple’s “The Greatest.” The short film shows individuals with various disabilities navigating everyday life with the help of accessibility software. The campaign has won a host of awards—most recently at Cannes—but most importantly, has brought attention to the 1 in 4 adults that live with a disability today…a group that is far underrepresented in advertising. It’s advertising like this that really changes the game.

One thing we can’t guess from your LinkedIn profile? If I weren’t a CMO, I would be a romance novelist. For as long as I can remember, I’ve wanted to write a book and am always thinking of potential narratives. My next gig!

Continue reading here.

There are a lot of bad marketing tips out there. These aren’t those.

Reviews are in: This guide covers the art of managing Google reviews.

Personal stylist: If you’re seeking inspiration, here are 21 examples for building a brand style guide.

Unboxed: TikTok has rolled out its 2023 holiday playbook.

Speak up: In marketing, doing your actual job is only half the battle. Whether it’s asking for a raise, advocating for yourself, or managing up—or one of the many other tough conversations that need to be had at work—we’ve got you covered. Difficult Conversations at Work is now available on demand. Buy it now.

Start here: Reach your target audience with the data already at your fingertips. Your biz can use first-party data for successful marketing campaigns—StackAdapt laid it all out in their new ebook.*

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Are you an exec looking to make your next career move or join a board of directors? We’ve partnered with ExecThread, where you can find thousands of confidential job opportunities and board roles that aren’t listed anywhere else. Check out positions like:

• Head of Product Marketing at a data privacy platform
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• and more exec-level marketing roles

Mergers and acquisitions, company partnerships, and more.

• Intango, an ad-tech platform, acquired content management system Reignn in a $10 million deal.
• Subway is nearing a deal to sell itself to private equity firm Roark Capital for approximately $9.6 billion, according to the Wall Street Journal.
• For Them, a DTC queer wellness brand, acquired the LGBTQ+ blog Autostraddle in an all-equity deal.