• by Tanya Gazdik , January 3, 2019

In what may be a first, one auto brand has nabbed two of the top 10 spots of my most-read stories of 2018.

A campaign story from late January, Subaru Breaks Creative Featuring New Ascent, Plans 'Puppy Bowl' Return, was my sixth most-read story, while another creative campaign story from April, Subaru Focuses On Longevity With 'Never Too Early' Brand Spot, came in 9th. 

Not all of my stories focus on automotive, since my beats also include financial services, travel, pets, pharma and sports. My second most-read story, Choice Hotels Expands 'Badda Book, Badda Boom' Effort, reminded travelers that there's an easy way to plan and book hotel stays. 

I have discovered that Marketing Daily readers absolutely love stories about millennials. Two of my stories, number three and five, both focused on that elusive demographic.

Millennials Are Obsessed With Pets, from February, focused on research from Zulily about the $69.36 billion pet industry. My fifth-ranked story, which ran in July -- Airstream Targets Millennials With ‘Nest' -- explored how a long-established brand like Airstream was trying to connect with a new generation of potential customers. 

My fourth most-read story was another automotive one. Marketing Daily was the first to break the news in July: Melody Lee To Exit Cadillac, 'Book' Project Moving Back To Detroit. Lee was one of a handful of marketing managers to leave or announce plans to leave the division after the arrival of new Global CMO Deborah Wahl. 

Another auto story, which finished in seventh place, focused on another venerable brand. Ford Celebrates National Mustang Day explored why hundreds of Mustang enthusiasts were planning to converge at Ford World Headquarters in honor of National Mustang Day in April.

Research studies are also a favorite topic of readers, as evidenced by the eighth-place finish of Walmart, Amazon, Target Named America's Most Ethical Companies. Brand transparency and ethical marketing were hot topics in general in 2018. 

Brand partnerships and sponsorships were also popular subjects, which explains the 10th-place finish of Lexus Enjoys Huge Success Of 'Black Panther,' which ran in February. 

Finally, my top story ran on April Fool’s Day -- but it was no joke. Mazda Intros Updated CX-3, Breaks Brand Campaign focused on a campaign that broke during the NCAA basketball national championship game. It also featured an exclusive interview with Mazda North American Operations Chief Marketing Officer Dino Bernacchi.