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Instagram adds new business tools, making itself more ad-friendly

BY Marianne Wilson

New York — Instagram is making itself more advertising-friendly, adding a new suite of business tools for its advertisers that will help the brands better control their campaigns and will allow them to gauge the success of their efforts.

The roll-out of the new features, which include an “account insights” tool that will allow marketers to track the performance of their ads in real-time using typical brand metrics such as impressions, reach, and engagement, will occur over the coming weeks and months, the photo-sharing giant said.

Instagram announced the new tools in a posting on its Instagram For Business blog.

“The new tools will help brands monitor their posts and campaigns by providing information on reach, impressions, and engagement,” the company wrote. “For example, an advertiser will now have access to a real-time campaign summary and data showing how their target audience is responding to each of their sponsored photos. Also, brand marketers will be able to better understand the best time of day to post a photo or video.”

Instagram went on to say that it has worked closely with several of its advertising partners to make sure the tools meet their needs.

“We’re now making them available to all Instagram advertisers, whose feedback will help us improve the product before releasing it to additional brands later this year,” the company continued.

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Maybeline tapped as official makeup partner of MADE Fashion Week

BY CSA STAFF

Maybelline New York has teamed up with downtown creative hub, MADE, to act as the official makeup partner of MADE Fashion Week to be held Sept. 4 to 10 at Milk Studios.

Maybelline New York will provide creative direction, backstage artistry and its range of products for more than 10 MADE designers, including Public School, Cushnie Et Ochs, Ostwald Helgason, Olivier Saillard, Kitsune, Jonathan Simkhai, Maria Ke Fisherman, Peter Som, Chris Gelinas, Zana Bayne and Baja East.

The partners will also introduce the MADE for Maybelline Film Project, a video incubator that will enhance the platform of MADE Fashion Week's support of emerging creative talent. The incubator enlists the vision of eight filmmakers who will use mixed-media techniques to create a 30-second video inspired by the Maybelline New York-driven makeup trends found at MADE Fashion Week.

In addition, Maybelline New York will host a media lounge in the Penthouse at Milk Studios. The Maybelline New York media lounge will be open to editors, bloggers and influencers for three days and culminate in the exclusive MADE for Maybelline Film Project special event, which will be held on Sept. 10 to close out the week.

"Maybelline's involvement in fashion and commitment to creativity grow stronger with each season," stated David Greenberg, president of Maybelline New York-Garnier-essie. "As the fashion landscape continues to evolve, we need to ebb and flow with it, finding new and interesting ways to support our trend platform and the artistic communities that contribute to it. Partnering with MADE Fashion Week allows us to tap into a new generation of talent through meaningful backstage collaborations and thought-provoking content projects. These efforts showcase the Maybelline New York brand in an exciting new light."

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Retail execs sharing insights at A&M event

BY CSA STAFF

Top executives from Starbucks, Walmart, Nordstrom and RadioShack, among others, are confirmed as participants at Texas A&M University’s Center for Retailing Studies annual fall conference.

Organizers of the conference, now it is 33rd year, have assembled an impressive roster of speakers from some of the most noteworthy and innovative companies in the industry. For example, confirmed speakers include Steve Lovejoy, SVP of global supply chain at Starbucks, Fanya Chandler, VP of customer experience at Nordstrom and Ashley Buchanan, SVP of dry grocery at Walmart. Other notable participants include Lisa Malat, VP of marketing and operations at Barnes & Noble College, Jennifer Warren, SVP and chief marketing officer at RadioShack and Debbie Sterling, founder and CEO of GoldiBlox.

Also of special interest will be a presentation by Brad Stone, author of the recently published and acclaimed book, The Everything Store: Jeff Bezos and the Age of Amazon.

The event will be held October 2-3 at the Adolphus Hotel in Dallas. Click here for more information.

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