Sommaire pour October 8, 2018 de Adweek

At the beginning of November, Lisa Borders will step down from her current role as president of the WNBA to become the first president and CEO of Time’s Up, which launched in early 2018 to address sexual harassment. Time’s Up Advertising extended the movement to the advertising industry in March. “Time’s Up is both a natural extension and a bold advancement of the work I have been doing for the last four decades,” Borders said in a statement. “I’m honored to have this opportunity to combine my experience working across all three sectors, as real, systematic change will require collaboration from each of these arenas.” Borders served three years as vp of Coca-Cola prior to joining the WNBA in 2016 and previously spent five years as president of Grady Health…

One of the unsung trends that I find fascinating about the digital transformation of brands is organization design. How are companies breaking with structural tradition, inertia and fear of change to make themselves viable in an environment increasingly hostile to clinging to the pastor sluggish status quo. We hear a lot about breaking down silos and going up the funnel. Are we both data led and consumer centric? How do we become more nimble in process and culture? At the heart of this game of pivots is the CMO, whose role is morphing just as fast as the industry around her or him. Are they in fact the chief experience officer, the chief growth officer, the chief customer officer, the chief facilitation officer? The answer of course is yes. But…

‘What’s important is for CMOs to understand their strengths and weaknesses, and to know how to fill their team with the skill sets they’re missing.’Jennifer Veenstra, managing director, Deloitte Consulting For 25 years, CarMax has blended the virtual with the physical. Car shoppers research the models they’re interested in on the website or app, then come into the nearest dealership, take the car for a spin, sign the papers and drive away. This hybrid business model has helped CarMax become the top used car dealer in the country, selling more than 720,000 vehicles and generating $17.2 billion in revenue last year. This smooth-running click-and-mortar machine wouldn’t be possible without a strong partnership between marketing and technology, says CarMax CMO Jim Lyski. As a result, Lyski and CIO Shamim Mohammad have…

In 1993, toy inventor Dan Klitsner was sitting in his San Francisco studio, looking for a hit. Sure enough, he would find one—one of the most successful and enduring toys of the era—but it would take a while to nail it. Or, we might say, to bop it. Klitsner’s idea was to encourage kids parked on the sofa in front of the TV to actually move a little. His solution was called the Channel Bopper, a hammer-shaped remote control that required physical actions to control the TV—whack the hammer to change the channels, twist a knob to adjust the volume, and so on. “It was to make kids move when changing the channels—that was the idea,” Klitsner recalled on a recent afternoon, riding a bus over the Golden Gate Bridge.…

From 1986 to 1993, Bronson Pinchot (l.) and Mark Linn-Baker starred in the slapstick comedy Perfect Strangers as long-lost cousins who end up rooming together in a Chicago apartment. The ABC sitcom served as the anchor for the network’s original TGIF lineup. ABC recently announced the TGIF revival. Adweek (USPS 458870, ISSN 1549-9553) is published weekly: 33 times a year 1 issue in December; 2 issues in February, June, July and August; 3 issues in January, March, April, May, and November; and four issues in September and October. Publisher is ADWEEK, LLC, 825 Eighth Avenue, 29th floor, New York, NY 10019, (212) 493-4100. Subscriptions are $249 for one year, $449 for two years. Canadian subscriptions are $299 per year. All other foreign subscriptions are $349 (using air mail). Subscription inquiries:…

As customer experience becomes more of a priority than ever for brands, marketers are finding that winning over, serving and satisfying customers is taking unprecedented levels of collaboration across functions, technologies, teams and partners. According to Forrester research commissioned by Accenture Interactive, 88 percent of marketing organizations agree that the central responsibilities of the CMO have changed in the past two years and are likely to continue to evolve. Part of that change is that CMOs are now taking the lead in driving collaboration across their businesses. “In order to make CX [customer experience] core to every organization and every business decision, collaboration, both internally and across the partner and technology ecosystem, is essential,” said Mish Fletcher, global head of marketing, Accenture Interactive. “CMOs are uniquely positioned to drive this…

THIS YEAR’S YOUNG INFLUENTIALS ARE VERY MUCH A reflection of their time: tirelessly innovating across everything from AR and AI to data analytics, diversity in the workforce, Gen Z outreach, branded content and even activism. Many of them are also bound by a desire to give back or effect change. Case in point: Crazy Rich Asians star Constance Wu, who appears on our cover, is determined to use her influence to advance the #MeToo movement and challenge Hollywood’s pervasive diversity issues. Like her, the individuals on our 2018 list of influentials are inspiring not just for their talent but also for their determination to have an impact that can be felt well beyond the bottom line.…

It all started when Nike hired Brill Brill Studio founder Jen Brill (say that 10 times fast) to help conceptualize content for an apparel launch in 2013. “From there, I was able to get to know the 360 nature of the brand, which grew our partnership to new levels,” she explained. The iconic brand that has been making recent headlines for its 30th anniversary “Just Do It” campaign featuring Colin Kaepernick—the NFL quarterback and former San Francisco 49er who initiated the national anthem protests to call attention to police brutality—went on to hire Brill on several additional projects, including ideating and designing its 45 Grand St. studio and overseeing its Converse collaboration with British fashion label JW Anderson. “With the Converse x JW Anderson campaign, we wanted to nail a…

Lachlan Murdoch, who will serve as chairman and CEO of New Fox—which will include Fox Broadcasting, Fox Sports 1, Fox News and Fox Business Network—unveiled the new company’s leadership team on Tuesday. As it revealed the new executive lineup, Fox confirmed that Marianne Gambelli, who is currently president of ad sales for Fox News and Fox Business Network, will become president of ad sales for Fox. Joe Marchese, now president of advertising revenue for Fox Networks Group, is expected to depart the company after the Disney deal closes, but will continue in his role until then.…

‘Sometimes I laugh and I tell people I either have one of two roles: the chief disruption officer or the chief feng shui officer.’ Like many of us, Marriott’s chief customer experience officer, Adam Malamut, wears multiple hats. Most of us, however, don’t have a Ph.D. in organizational psychology and can nimbly move between encouraging people to connect seemingly disparate dots and brokering peace between two areas that don’t align. “Sometimes I laugh and tell people I either have one of two roles: the chief disruption officer or the chief feng shui officer,” he said. Adweek spoke with Malamut about how collaboration is vital to his and Marriott’s success, and what the C-suite can do to help. Adweek: What does a chief customer experience officer do? Adam Malamut: My charter…

‘Activism is something that’s intricately tied into what my craft seeks to do in the world.’ CONSTANCE WU CERTAINLY HAS EVERY REASON TO CELEBRATE RIGHT NOW. Her August romantic comedy, Crazy Rich Asians—Hollywood’s first major studio film in 25 years with a majority Asian-American and Asian cast—has become a smash hit, grossing more than $165 million domestically, with a sequel already in the works. But while Wu, 36, is thrilled about the movie’s success, she wants to make sure that Hollywood continues to address its considerable lack of Asian-American representation on both sides of the camera, and not think that one hit movie makes up for decades of neglect. “It’s like how sometimes I will be like, ‘All right, I’ve cleaned my kitchen. I’m done; the kitchen is clean.’ But…

Pentagram has been around for nearly 50 years, but the structure—set up by an architect, a product designer and three graphic designers in 1972—has allowed for the design firm to continue its growth. Today, Pentagram has 21 partners in four cities. Each partner jointly owns a piece of the firm, and there are no managing directors or CEOs. “It’s a completely flattened collectivist utopia,” explained Michael Bierut, a partner in New York. “Each of us runs, on any typical day, what feels to us like our own studio.” A key benefit to the structure is that each partner can make his or her own decisions about hires, new projects or even billing without consulting other partners. But the partners say they stay in constant communication to keep the ideas flowing.…