Sommaire pour November 12, 2018 de Adweek

In the year that we’ve co-created the Digital Transformation Playbook with Accenture Interactive, we’ve touched on a wide host of topics and themes that are shaping the modern—and future—art and science of marketing. It has been an expanding year and I can safely say that both partners learned a great deal about the shifting industry at large and different approaches to our own marketing, creative and editorial. However, the one discipline that we have yet to cover is revenue, monetization, sales. In this, the penultimate Digital Transformation Playbook in partnership with Accenture Interactive, we deep dive into how the sales function, organization and talent are evolving along with companies’ creative and brand efforts. Here at Adweek—especially since our digital-first mentality springs from traditional publishing roots—we’re seeing, feeling and executing a…

Lava crackling down the slopes of Kilauea. The whispering walls of Gol Gumbaz in Bijapur. A strangely beautiful ultrasonic conversation between rats in downtown Manhattan. When The New York Times Magazine published its “Voyages 2018” issue last September, readers could not only see the visually stunning images on the magazine’s pages, but they could also listen to them, thanks to a web-based soundtrack created by the Times’ T-Brand Studio. The audio-zine was not merely a unique blend of analog and digital. It also represented a unique collaboration between editorial and advertising, content and commerce. And it may signal a way forward for traditional media companies struggling to survive in the internet age. Like the Times’ November 2015 foray into virtual reality, when it shipped 1.3 million Google Cardboard VR headsets…

FREAKS AND GEEKS, KIM KELLY, 1999-2000 As a tough-but-tender freak in Judd Apatow’s adolescent angst-fest, Philipps represented for outsiders everywhere. DAWSON’S CREEK, AUDREY LIDDELL, 2001-2003 The CW’s teen soap launched Philipps’ career—and introduced her to future BFF Michelle Williams. ER, HOPE BOBECK, 2006-2007 After years of playing bad girls, the role of Hope Bobeck, a born-again Christian medical intern, was just what the doctor ordered. BLADES OF GLORY, CO-WRITER, 2007 Philipps came up with the premise for the box-office hit, about a rivalry between figure skaters, and earned co-writing credit. COUGAR TOWN, LAURIE KELLER, 2009-2015 Philipps’ brassy, hilarious performance in the ABC comedy series earned her a 2011 Critics’ Choice Award for Best Supporting Actress. CAMPBELL’S WELL YES! ENDORSEMENT, 2016 Asked to promote a line of health-conscious, ready-to-eat soups, Philipps…

When you consider all of the available online grocery delivery options in the U.S., it’s hard not to think grocers and platforms alike are throwing stuff against the wall to see what sticks. Sure, online grocery offers convenience for consumers who no longer have to physically go to the store, march up and down aisles with restless children and/or spouses, navigate around other shoppers, wait in line to pay and schlep everything home—but America has 326 million consumers spread across 3.8 million square miles—and they differ as much in their politics as they do in lifestyle. So retailers are trying just about everything to find the right grocery delivery solution: acquiring last-mile delivery companies, working with third-party delivery platforms, offering pickup options—including pickup from other stores—asking associates to make deliveries…

In the old days, brands, businesses and anyone else with a message needed a network that captured millions of eyeballs or listeners to help get their word out. They relied on what we now call “interruptive advertising” to air during the most popular programs, be it radio or television. A confluence of changes has flipped that dynamic entirely. Brands are now in the driver’s seat of storytelling, creating content in-house that is compelling and impactful. Consumers are able to watch, listen to or otherwise consume that content on a variety of platforms and devices, following the brands directly to their channels and handles on social media. And traditional networks, while still the bastions of quality long-form content, are exploring ways to bring branded storytelling to bigger screens. What sparked this…

MEREDITH BRANDED RETAIL Walk into a Walmart and you can buy a Better Homes and Gardens bookshelf or an Eating Well frozen dinner. CONDÉ NAST CONFERENCES Learn how to market to the rich and famous at Condé Nast’s International Luxury Conference; tickets cost just $5,500 apiece. THE ATLANTIC EVENTS The Aspen Ideas Festival is just one of more than 100 events sponsored each year by The Atlantic, which account for nearly a quarter of its revenue.…

By 11 a.m. in Los Angeles, Busy Philipps has seen her daughters off to school, hauled herself to a LEKfit dance workout, met with her team on the set of her new E! talk show and worried about how her chin looks. After we talk, she’ll pick out a new iPhone (blue) with her husband, discover that refrigerator lights are great for selfies, don a pair of horse-shaped earrings by local jewelry designer Irene Neuwirth and meet up with friends at The Grove shopping mall. And that’s just what she posted on Instagram. The second-screen queen, well known for roles in Freaks and Geeks, Dawson’s Creek and Cougar Town, reached a new and surprising-to-her level of fame last year after she began using Instagram Stories, the social platform’s feature that…

Sex Dust and Naked Juice have nothing to do with the San Fernando Valley’s once-thriving porn industry. As a matter of fact, those two products, from Moon Juice and PepsiCo, are part of the groundbreaking wellness wave that began in Southern California and continues to thrive courtesy of companies like Headspace, Papa & Barkley and others on the second annual L.A. Brand Stars list. With the explosive growth of Silicon Beach, there’s also a startup culture that’s taken its place alongside local legends like the Lakers (All hail King James!) and Taco Bell (All hail the Quesalupa!). In short order, Bird Rides and Ring doorbells have upended the ridesharing and home-security businesses, MedMen has reimagined the cannabis dispensary and Drybar has modernized (and standardized) the beauty parlor concept. There may…

It took Molly Smith a mere five days after graduating in 2013 from the University of Minnesota to pack up her life and head to Los Angeles in pursuit of her dream: working in the entertainment industry. First, she tried working in media as a head writer and associate producer of Ora.TV’s online news show, Newsbreaker. But hard news wasn’t her true passion, so she decided to give freelancing a try. That’s when Smith landed multiple high-profile gigs at Viacom Productions, including as a writer’s assistant for Nickelodeon Kids’ Choice Awards. “Being able to dip your toes into everything before you settle into something is a great way to know what you like or don’t like,” Smith said. Those experiences gave her TV credits, but she didn’t hesitate when an…

Days after finalizing the sale of Time magazine, Meredith announced on Friday that it intends to sell another one of the brands from its Time Inc. acquisition, Fortune magazine, and its assets. The $150 million cash sale, if approved, will go to a holding company wholly owned by Chatchaval Jiaravanon, a Thai businessman. Meredith expects the sale to close in 2018. Jiaravanon is the founder and chairman of Charoen Energy and Water Asia Co., CEO of Charoen Pokphand Indonesia and holds senior positions at companies that include Metro Machinery Co., Thai Kodama Co. and Aeon Thana Sinsap Public Co.…

Keith Grossman loves his job, as he views it as a giant puzzle, with interconnecting pieces to form a bigger picture. As the global chief revenue officer of Bloomberg Media, Grossman oversees about 250 reps across 15 offices that are responsible for selling all types of Bloomberg inventory: print, TV, radio, digital and now OTT. Adweek spoke with Grossman about some of the challenges a modern sales force faces as it undergoes a digital transformation. Adweek: It’s 2018 and many sales teams still struggle to “converge.” What are some of the pain points in educating a sales team to embrace different formats? The two biggest pain points are time and the willingness of the organization. As it relates to time, it is important to respect that individuals learn at different…

BUSY’S INSTAGRAM 1.4 million followers get a direct view of the star’s life, from sweaty morning workouts to bedtime face masks. It’s an intimate, unvarnished look. THE SHOW’S INSTAGRAM 79,800 followers can pick up cocktail recipes, play games and submit photos that often appear on air. It’s a polished, playful vibe.…

THE BOTTLE Essie started out in ordinary cylindrical bottles. These square ones arrived in 1985 and have furnished Essie with its distinctive shelf profile ever since. THE ROUGES Essie is famous for its color nuances—especially the reds, ranging from lighter shades like Geranium to the far darker hues like Bubbles Only, pictured. THE SHEER Though Essie is known for its robust opaque colors, its sheer (think: translucent) shades like Sheer Fantasy shown here are also popular. Essie Weingarten founded the nail polish company bearing her name in 1981, but it wasn’t until eight years later that she knew that she (or, rather, her brand) had truly arrived. A letter arrived from Buckingham Palace—specifically, from Queen Elizabeth’s hairdresser, who kindly requested that a bottle of pale pink polish called Ballet Slippers…