Some in the industry viewed Pinterest’s prominent setup in Cannes last month as a sign of more to come from the company. The company has also been trying to enhance its appeal with the public, running its first brand campaign in the United States last month around the phrase “What if.” The ads featured the phrase and Pinterest’s name on striking photos, like that of a decadent pink milkshake topped with candy and a doughnut and another of an extremely fluffy poodle. Since then, it has also rolled out ads tied to search, new data and measurement tools and a program to support first-time advertisers called Pinterest Propel. Pinterest assembled a 15-person “partner advisory board” in September composed of ad industry heavyweights including marketing executives at L’Oreal and JPMorgan Chase and those who oversee digital media budgets at GroupM and Publicis Media.
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