一、品牌

姚安娜成为华为Pura新品品牌挚友

3月14日，华为终端官方微博与姚安娜发布共创微博，宣布：姚安娜成为华为Pura新品品牌挚友。

屈臣氏回应顾客购买的一次性内裤上有异物：已暂时停售该产品

3月15日晚，演员郭晓婷在微博发文称，自己曾购买的一次性内裤上出现了异物。记者注意到，在评论区有网友指出，该款一次性内裤系屈臣氏旗下产品。3月16日上午，记者就此事向屈臣氏方求证真伪，其客服回应称，会记录反馈专员核实，会由相关专员向记者做出解答回复。当日11时20分许，记者留意到，上述“屈臣氏舒适免洗棉内裤一次性内裤”已经在电商平台下架。3月16日，“屈臣氏中国 ”回应称：屈臣氏十分重视产品的质量和消费者的反馈意见，目前我们正在对有关产品的生产环节进行全面复查和追溯。同时，出于对消费者体验的高度重视，我们已暂时停售该产品。感谢各界对我们的监督和关注。

蜜雪冰城被曝鲜果切片常温过夜后继续使用

蜜雪冰城被网友们戏称为“平价奶茶之光”，冰鲜柠檬水和棒打鲜橙更是其招牌饮品。蜜雪总部要求，制作材料鲜橙和鲜柠檬必须现切现用，没用完，打烊时得废弃。然而，在蜜雪冰城湖北宜昌凝聚新天地门店，经视直播记者发现，有店员将当天剩余的柠檬切片和橙子切片藏在操作台下方置物柜，准备第二天使用。而店长将白天用剩下的一杯柠檬切片和一杯橙子切片装进不锈钢桶中，再将桶常温放置在门店角落。当记者问：“切片就算明天用，也得放冰箱吧？常温放一晚上吗？”店员回答：“所以我以后不敢喝了，我有点害怕。”第二天，记者看到，店员将这个不锈钢桶搬回前场，再将头天剩下的两杯水果切片放在操作台，并让记者对其重新称重分装，并强调操作要在视频盲区进行。调查中，记者多次在该门店里发现苍蝇和飞虫在塑料杯盖里乱爬，而这些杯盖，洗一洗第二天继续用。

路威酩轩集团拟将CEO年龄上限提高至85岁，为阿尔诺继续掌舵铺路

法国奢侈品巨头路威酩轩集团（LVMH）的董事会已提议将其董事长兼CEO的任职年龄上限提高到85岁，将在4月17日年度股东大会上对此进行投票。如果获得通过，这将意味着现年76岁的伯纳德·阿尔诺（Bernard Arnault）还能够继续掌舵近十年。彭博亿万富翁指数显示，阿尔诺目前拥有1790亿美元净资产。他自1989年起担任路威酩轩CEO，该集团旗下管理着从纪梵希（Givenchy）到豪雅（TAG heuer）等75个品牌，横跨6个部门。

宝马集团2024年总营收1424亿欧元，同比下降8.4%

近日，宝马集团发布2024财年业绩：宝马集团共向全球客户交付245万辆宝马、MINI和劳斯莱斯汽车，同比下降4%；集团总营收达1424亿欧元，同比下降8.4%；集团税前利润达110亿欧元，同比下降35.8%。

二、互联网

京东超市：自营商品出现质量不符合国家标准的卫生巾和纸尿裤100倍赔偿

3月16日，京东称，针对315晚会曝光的卫生巾和纸尿裤问题，京东超市承诺如用户购买京东超市自营商品出现二等品、残次品、销毁品、质量不符合国家标准的卫生巾和纸尿裤100倍赔偿。

OpenAI写信攻击DeepSeek，要求美国政府采取行动

美国人工智能公司OpenAI 13日向美国政府提交了一份长达15页的信函，称DeepSeek的最新模型R1是一个值得关注的进展。OpenAI还在信中攻击DeepSeek，称其会带来“重大风险”，并要求美国政府采取行动。报道称，OpenAI全球事务副主管克里斯·勒汉在这封信中承认：“尽管美国目前在人工智能领域保持领先，但DeepSeek表明我们的领先优势并不大，而且正在缩小。”

爱奇艺宣布在江苏扬州建设首个“爱奇艺乐园”，预计年内开园

爱奇艺全球首个线下乐园项目落地江苏扬州。根据规划，爱奇艺乐园将由全感剧场、全息光影空间、沉浸演艺剧场、影视置景互动、NPC互动体验、派对时刻MR游戏、主题活动七大版块构成。同时，还将配套主题餐饮、IP衍生品等业态，有助于吸引年轻客群及国际游客，促进当地文旅和消费的协同发展。爱奇艺乐园预计在今年内开园。

第二届上海微短剧大会于3月20日举办，将发布中国首个微短剧融合传播指数

3月19日至20日，上海影视创制大会将在上海展览中心举办。届时将以上海电视剧制播年会、电视剧品质盛典、上海微短剧大会、微短剧品质盛典四项主体活动，聚合产业资源，推动技术创新、内容精品化、产业融合和政策支持，助力上海成为全球影视产业的创新高地和文化地标。

得物官宣2025年费率新政：核心类目最高降费16%，助力商家低成本高增长

国内领先品质电商得物今日宣布，自2025年起费率下调政策，鞋服箱包、美妆个护等30余核心类目费率显著下降，最高降幅达16%，同步推出行业首创的"一口价封顶"模式，比如5000元美妆商品服务费上限仅199元。通过整合4项收费合并为单一"平台基础服务费"、叠加1:1营销返现补贴等多种扶持政策，让商家综合经营成本立省，算账更清晰，利润一目了然。首批参加内测的某潮牌商家，费率下调并叠加新品流量扶持，周订单飙升300%。目前平台5亿年轻用户催生美妆个护、运动户外、服装、潮玩数码、食品饮料等蓝海类目持续爆发，新入驻商家可享0成本入驻及百亿流量扶持，政策红利窗口期正式开启。

三、广告片

美的：让所有困难户都受到重点保护

美的 × 金婧，这波广告太懂了。夏天快要到了，每年都被空调吹的头痛？美的空调邀请金婧，来一起享受美好凉风~

麦当劳派Day，推出首款趣味对话式AI

麦当劳为3.14派Day活动，打造了个AI互动。3.14派Day，一个从圆周率“π”到“派”巧妙谐音开始的节日。设立这个节日的意义，更是为了鼓励更多人，拥有对生活和知识的探索与好奇，续写那串无穷无尽的数字。

四、趋势洞察

国家统计局：1-2月份全国网上零售额22763亿元，同比增长7.3%

国家统计局数据显示，1-2月份，全国网上零售额22763亿元，同比增长7.3%。其中，实物商品网上零售额18633亿元，增长5.0%，占社会消费品零售总额的比重为22.3%。从环比看，2月份社会消费品零售总额比上月增长0.35%。1-2月份，服务零售额同比增长4.9%。

IDC：石头科技斩获扫地机器人量额全球第一

3月17日，国际数据公司IDC发布《全球智能家居设备市场数据跟踪报告》，报告显示石头科技实现2024年全球销量及销额双第一，出货量上拔得头筹，占全年全球销量市场份额16%、销额市场份额达22.3%，出货量同比增长20.7%。2024年石头科技实现全年营收119.27亿元，较上年同期增长37.82%，第四季度营业收入较上年同期增长65.94%。

五、海外资讯

Dunkin' 和 Sonic 的CMO呼吁提高 CTV 的透明度

As the chief media officer and SVP of demand generation at Inspire Brands, Travis Freeman controls hundreds of millions of dollars of media spend every year – and he has a little request for anyone buying CTV.

Stop talking about the need for more transparency from OTT providers and start demanding it.

“It’s mind-blowing how big this channel is and how little information we are getting back,” Freeman said, speaking at the second annual CTV Connect Event in New York City on Wednesday.

“The only way we can continue to accelerate as an industry is if we’re all asking for the same thing,” he said.

But even on its own, Inspire Brands has a lot of pull. Although you might not be familiar with the name “Inspire,” you most definitely know the brands in its portfolio: Dunkin’, Sonic, Arby’s, Jimmy John’s, Baskin-Robbins and Buffalo Wild Wings.

Formed seven years ago, Inspire Brands is one of the largest restaurant groups in the US. “[We’re] the biggest company you’ve never heard of.”

Inspire favors a consolidated approach to marketing that considers the needs of all of its brands.

“It’s a portfolio brand that we really treat as a portfolio,” he said. “That’s a big differentiation for us.”

Picking a place to eat

But Inspire still takes care to allow each brand room for its own identity.

Sonic, for example, has a strong connection to sports, which is why the restaurant franchise recently launched endorsement deals with the Southeastern Conference of college sports and the X Games.

Dunkin’, meanwhile, is all about “tentpoles,” meaning big national events like the Super Bowl, the Grammys and MTV’s Video Music Awards.

Having so many brands in its roster allows Inspire some flexibility in terms of ad placement. If, for instance, Dunkin’ needs a spot and Sonic doesn’t, Freeman can switch one out for the other with relative ease, especially because Inspire is always careful to prioritize placements that don’t run in pods alongside its competitors.

独家：阳狮从 WPP 手中夺得可口可乐美国媒体业务

Publicis Groupe has snagged The Coca-Cola Company’s media and data business in the U.S. and Canada from incumbent WPP, two sources with knowledge of the matter told ADWEEK.

The result came after the beverage company held a competitive closed door review with both holding companies, which ADWEEK reported on last week.

It means a crucial piece of The Coca-Cola Company’s business will move to WPP’s rival three and a half years after the British holding company won the beverage giant’s roughly $4 billion integrated global business in a historic review. Publicis was the runner-up at the time. 

The current review focused on the company’s media planning and buying business in the U.S. only, where it spent an estimated $785 million on media in 2024, per COMvergence.

Publicis declined to comment. WPP and MediaSense did not reply to requests for comment in time for publication. 

“The Coca-Cola Company is committed to the ongoing transformation of its marketing model to ensure the company is best positioned to connect with the evolving consumer marketplace around the world,” the company said in a statement, adding that “WPP is the only global marketing partner of The Coca-Cola Company.”

“After careful consideration, Coca-Cola is adding Publicis as a complementary partner for its U.S. and Canada media business. No other changes are expected, and Coca-Cola is in an advanced stage in the process of renewing its global partnership with WPP,” the spokesperson continued.

For Publicis Groupe, the win is another notch in its belt in the media space, where the holding company has been on a tear with recent wins including Pfizer and Hershey’s. Media success prompted it to increase its earnings guidance for 2024 twice throughout the year.

Though the majority of WPP’s Coca-Cola business is in the creative and production space, the loss is still a blow for the holding company, which is looking to media network GroupM to revive its fortunes. WPP’s shares went tumbling in late February after it reported weaker than expected results for 2024 and a flat to negative outlook for 2025.