Portrait of Ian Zelaya

Ian Zelaya

Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience. Previously, he was an editor for BizBash and a reporter for Baltimore Style magazine and Washington Jewish Week. He has a degree in mass communication from Towson University and lives in Brooklyn.


McCormick Leans Into RV Travel Craze With National Park Pop-Ups

Adapting to Crisis

As road trips remain the most popular and safest way to travel during the Covid-19 pandemic, RV purchases in the U.S. are seeing a boom expected to continue into fall. McCormick has [...]

Email Marketing Performance Has Skyrocketed. How Should Strategies Evolve in a Pandemic?

Adapting to Crisis

With email revenue up 86%, experts said brand messaging needs to consider customer mindsets and environments.

Experiential Agency We’re Magnetic Is Closing Due to Covid-19 Impact

Experiential

Bicoastal firm is ceasing operations at the end of August.

Desmond Attmore and Bwrightous Wright

This Rising Atlanta Agency Brings a Cool Factor to Global Brands

Diversity & Inclusion

Six Degrees creates buzzy experiences and product designs for Budweiser and Puma.

How Adobe Uses Music’s Biggest Names to Turn Fans Into Creators

Marketing Innovation

Campaigns with Lady Gaga, Billie Eilish and Marshmello drive results for software company.

Yeti Is Auctioning Off Coolers Designed by 37 Musicians to Support Concert Industry Workers

Adapting to Crisis

Fans can bid on coolers designed by Green Day, Reba McEntire, Leon Bridges and more.

Finish Asks Folks to Skip the Rinse in New Water-Saving Program With National Geographic

Sustainability

Detergent brand kicks off initiative with a virtual dinner led by chef Carla Hall.

Genius and HP Give Music Newcomers Tools to Create Original Song With Established Talent

Marketing Innovation

Artists and fans can contribute to different stages of production at home.

SoFi Wants Couples to Make a Financial Plan for Happily Ever After

Experiential

Relationship therapist Esther Perel and Love Is Blind stars will have tough conversations about money.

French

French’s Debuts Mustard Beer, an Oddly Fitting Summer Barbecue Beverage

Brand Marketing

The new brew is timed to National Mustard Day.

4 Keys to Modernizing Customer Experience Measurement Strategies

NexTech

SAS's Jennifer Chase on what marketers should consider to evolve attribution.

birthday cakes

Country Crock Plant Butter Helps Bakeries Deliver 1,000 Cakes for Quarantine Birthdays

Experiential

#HomeboundBirthday supports small businesses and consumers unable to hold traditional celebrations.

fx comic con activations

FX Aims to Entertain and Challenge Fans With First Digital Comic-Con Experience

Adapting to Crisis

Activations for American Horror Story, Dave and more tied to San Diego convention's virtual weekend.

Summer Camps May Be Canceled, But These 5 Brands Created Educational At-Home Alternatives

Experiential

Digital programs include tips and tutorials for outdoor exploration, crafting, baking and more.

Create & Cultivate Teams With Postmates for Pandemic-Proof Retail Pop-Up

Adapting to Crisis

LA storefront offers “window shopping” for branded goods and supports businesses owned by women of color.