Paul Hiebert, AdWeek

Paul Hiebert


New York, NY, United States

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Past articles by Paul:

The M&M's Mascots Return as Official Spokescandies

The characters address America in a post-Super Bowl press conference. → Read More

Making the Case for Your Marketing Budget in Turbulent Times

CMOs need to help their CEO, CFO and other members of the C-suite understand the value of their work beyond short-term growth. → Read More

AB InBev CMO Marcel Marcondes on Getting Digital in 2023

Global CMO Marcel Marcondes explains the brewer's ambition. → Read More

Black Friday Bounces Back With Record-Breaking Online Sales

U.S. shoppers spent a record-breaking $9.12 billion online. → Read More

Backstreet Boys Join Downy in New Campaign

Say bye, bye, bye to bad odor. Or, no. Wait. → Read More

Elon Musk Struggling to Answer the Questions Brands Have

Still, two brands have already pulled eight figures in spend after content moderation flubs. → Read More

AB InBev to Air First Beer Spot on New Netflix Ad Tier

The streamer's Basic with Ads offering launches in the U.S. on Thursday. → Read More

Frito-Lay Puts Its Chips in a Can

Yes, just like Pringles. → Read More

A Grandfather Takes On Holiday Cooking in Sweet Kroger Ad

As the temperature drops and holiday season approaches, Kroger is preparing to unveil a campaign meant to make people feel warm inside. → Read More

Retailers Grapple With Keeping Products Safe Without Inconveniencing Customers

Traditional anti-theft devices frustrate both would-be buyers and criminals alike. → Read More

How Heineken 0.0 Became America's No. 1 Nonalcoholic Beer

U.S. CMO Jonnie Cahill on spending $50 million annually to grow the brand. → Read More

For Halloween, Kit Kat Made a Bowl That Never Runs Out of Candy

Seeking to harness the abracadabra spirit of Halloween, Kit Kat has unveiled an uncanny candy bowl designed to delight treat-or-treaters and possibly spook their parents. → Read More

Coors Light Is Doing College Football Fans' Laundry

For most people, being an adult entails doing things you don’t want to do. Dishes need cleaning. Lawns need mowing. Floors need sweeping. → Read More

The NFL Names Apple Music as Super Bowl Halftime Show Sponsor

In the coming months, Pepsi's replacement will release additional details of its plans via its various social media channels → Read More

Inside Pepsi's Plan for NFL Season Without the Halftime Show

CMO Todd Kaplan explains the beverage giant's new football strategy. → Read More

Truff and Hidden Valley Unite in a Condiment to Dip Them All

Brand collaborations can be fun and generate much attention for the companies involved, but they’re not always built to last. It’s hard, for example, to see ongoing demand for beer that tastes like French’s mustard or an ice cream version of Kraft’s macaroni and cheese. → Read More

These Brands Dominate on Amazon. Here Are Their Strategies

What Georgia-Pacific, Oral-B, Little Tikes and TCL are doing right. → Read More

The Official Origin Story of Murph, the Nerf Mascot

The toy brand and The Martin Agency explain how the dart-covered creature came to be. → Read More

Johnsonville Pays Homage to Budweiser's Super Bowl Frogs

The ad will run during the American Cornhole League's SuperHole III broadcast. → Read More

Coors Light Made a Thirst Trap—For Mosquitoes

The beer brand wants everyone to enjoy a peaceful drink outside this summer. → Read More