Índice para July 24, 2017 em Adweek

If you thought that last year’s resurgence of interest in the O.J. Simpson trial was a mere cultural blip, the all-too-familiar events of last Thursday afternoon, when people across the country stopped what they were doing to watch wall-to-wall TV coverage of Simpson’s legal travails, proved that the Juice’s time in the spotlight is far from over. In a hearing that was carried live by all of the major news networks and ESPN, a Nevada parole board ruled that Simpson would be freed in October after serving nine years for a 2007 armed robbery in Las Vegas. Lawyers and experts made famous by 1995’s “Trial of the Century” (as well as ESPN and FX’s recent retellings) returned to provide commentary as #OJSimpsonParole shot to the top of Twitter’s trending topics—and,…

Not too long ago, ad tech was the darling of the digerati. But while programmatic trends like header bidding continue to gain footing, it’s marketing technology—or mar tech—that’s become the hottest buzzword for brands and agencies alike. Capital investment in mar tech was predicted to total a whopping $2 billion in 2016, according to PitchBook, a firm specializing in venture capital and private equity data. As mar tech takes over, it might seem like a no-brainer for industry types to be fluent in the basics. However, a lot of “mar tech 101”-style questions continue to pop up when potential clients talk with firms big and small. “The questions we get from clients tend to still be pretty basic,” said Ric Elert, president of personalized digital marketing agency Conversant. “I get…

STARTUPS Henri@Nestlé has attracted winning pitches from startups such as Blippar, Crowdly and Linqia. Blippar, for example, helped Nestlé’s chocolate drink brand Milo (an Australian favorite) dive into augmented reality by letting mobile moms unlock sports tips and nutritional information. Henri@Nestlé complements and informs the conglomerate’s Silicon Valley Innovation Outpost, which was established in 2013 and works with some 30 startups at a time to keep the 150-year-old CPG behemoth at the forefront of food, packaging and all things tech. Kelly Hoey, a New York-based investor and startups consultant, lauded the legacy marketer’s startup sensibility. “What if Kodak had discovered and acquired Instagram before Facebook did?” she asked. “It is no longer unimaginable that an industry will be blown to bits by a small team with a big idea.” EDUCATION…

It might be sunny in July, but winter is finally here. I’m not talking about the Season 7 premiere of HBO’s Game of Thrones (although I was one of the 16.1 million total viewers). Winter is here for marketing. The data points have been around us for a while. “Data is the new oil” was a headline story in the Economist in May 2017. Wall Street certainly thinks data is valuable and has been voting with its dollars, making Apple, Google (Alphabet), Microsoft, Amazon and Facebook the top five most-valued companies on the planet with a combined market capitalization of $3 trillion. Data is the “great game” now. Naturally, marketers are worried. They fear they don’t have the data (or enough of it) that they need to compete. Lots of…

THE FLAVOR One of Edwin Perkins’ original six varieties, cherry is still enormously popular, coming in at No. 5 on a recent Ranker poll of the best Kool-Aid flavors. THE COLOR Watch out—Kool-Aid’s food dyes (Red 40 in this case) can leave intractable stains. Then again, Kool-Aid can also make some nice soft-colored tie dye shirts. THE PITCHER A staple of early TV spots, the fat-bottomed Kool-Aid pitcher (complete with smiley face) got across the message that one packet made two quarts. When Corey Stutte was campaigning to be the mayor of Hastings, Neb., he knew he’d have to march in parades and give out free stuff like candy. But last year, as the election neared, Stutte decided that a twist on this political routine was in order: Instead of…

There’s been no shortage of finger-pointing in the eight months since Donald Trump stunned the world by beating Hillary Clinton to become the 45th president of the United States. For political junkies, the culmination of that debate over how presumed front-runner Clinton lost the election to a political novice was the publication of Shattered, a campaign tell-all chronicling the infighting that purportedly paralyzed the candidate’s team. Since the book hit shelves in April, the conversation has shifted toward data: Clinton herself cited the Democratic National Committee’s “mediocre to poor, non-existent, wrong” data operations when discussing her loss with Recode’s Kara Swisher. The DNC quickly moved to defend itself, but Clinton’s statements hinted at something that has haunted marketers since Election Day: In an era of increasing reliance on analytics, why…

As an up-and-coming actress-comedian, Laura Clery spent more than a year doing “free work,” posting on Facebook every day without fail, building an audience for her sketches, characters and video blogging. Those days are over, as Clery is now one of the first digital influencers to take part in Facebook’s new revenue-sharing program, while also in discussions to make original content for the social media behemoth. With her 3.1 million Facebook followers, dwarfing what she’d amassed on YouTube, Clery is part of the current crop of internet stars that’s set off a talent grab by Facebook, YouTube and other distribution platforms and brands like AT&T and Verizon’s go90. “There’s never been a better time to be a content creator because we’re being taken seriously,” said Clery, who’s turned her Facebook…

With marketing technology shifting into overdrive, brands and agencies not only are struggling to keep apace with the latest audience targeting tools, but also face the challenge of finding the talent to actually manage them. At Adweek, we take our mission to heart, serving you with insights and analysis to make you smarter and help you work faster. Or, more pointedly, do your job better. To that end, there’s a lot of talk these days about CRMs (customer relationship management), DMPs (data management platform), AI (artificial intelligence) and AR (augmented reality), to name a few. In other words, there’s a lot to sort through. And Adweek is here to help you navigate the changing tides. Beginning with this issue—and over the course of the next four weeks online and in…

Nestlé this past weekend celebrated the first anniversary of its global innovation platform Henri@ Nestlé, but in truth, it was more of a transmogrification six years in the making. Henri@Nestlé, which is named after the company’s 19th-century scientist-founder Henri Nestlé, virtually connects numerous independent innovation labs from London to Shanghai. Via an online channel, the conglomerate’s managers post business challenges that the startups pitch against and then, if they’re lucky, are chosen for a Nestlé-partnered pilot with $50,000 seed money. In the past year, the program has attracted a slew of submissions that include assessing and diagnosing micronutrient deficiencies as well as finding sustainable materials to replace plastic water bottles. “It’s just the beginning,” noted Gerardo Mazzeo, global innovation director and CSV manager at Nestlé, who added that he will…

YOUTUBE The pioneer of the seven-figure-earning content creator wants to keep its prized talent in the fold. Among the new perks it’s offering: • “Handholding” program and the latest equipment to teach video creators VR expertise at its Space Los Angeles studio. • Pilot project allowing stars to post nonvideo content to their pages, creating a Facebook-like profile. • VR180, a new format delivering immersive 3-D video while requiring creators to capture only 180 degrees. MUSICAL.LY The app with upwards of 200m registered users and 13m videos uploaded daily, has monetization on its mind: • Launched “virtual tipping” in December so followers can pay their favorite acts directly. • Allows stars to make money by posting promotional brand videos. • Inked a deal with E! network for a show, Crush,…

‘What is the one thing you are uniquely qualified to do? If you can answer that question, you need to chase it.’ A few years ago, rising tech star Tristan Walker—who’d scored business development gigs at Twitter and Foursquare even before finishing his MBA at Stanford in 2010—sought guidance from a retired packaged-goods executive. In what would end up being a career-defining exchange, the exec indirectly addressed a seemingly mundane problem of Walker’s: His years of cheek-to-chin irritation from shaving products that weren’t made with his mug in mind. “She told me something interesting: ‘Look at photos of black men 100 or 120 years ago—they don’t have razor bumps on their faces,’” Walker recalls. “At first, I thought she was being facetious. But then after some time, I started searching…

To celebrate its centennial, the 4A’s has named 100 People Who Make Advertising Great, recognizing a diverse and distinguished group that represents the best of the industry, across all levels and disciplines. The group will be fêted at the 4A’s 100th Anniversary Gala, a benefit for the 4A’s Foundation, on September 27 in NYC. Over the next four issues, we’ll be revealing the list: Exceptional professionals, industry leaders and rising stars who are leaving their mark—from creating great work and driving great culture to inspiring greatness in others. Open to all employees of U.S.-based agencies and industry associations, hundreds were nominated by their peers, associates and colleagues. The final list was selected by an esteemed panel of 13 industry players who also represent diversity of experience. View the full list…

With over a decade of experience at XO Group’s multiplatform wedding inspiration and planning brand The Knot, Anja Winikka knows better than most just how much the wedding industry has been affected by the advent of social media. “Couples have come [to The Knot] after getting engaged for years,” said Winikka, “but now the expectations of what it means to plan a wedding are changing.” Winikka joined The Knot as a copy editor in 2006, eventually working her way up the editorial ladder to become site director. In 2015, she became head of audience development, helping to shape the site’s overall social strategy. Now the company’s director of education and industry innovation, she helps local businesses keep up with the constantly evolving demands of modern weddings. As more couples turn…