Adweek的June 12, 2017目录

One bronze statue will be chasing lots of gold ones on the Croisette next week, as McCann’s “Fearless Girl” enters the Cannes Lions festival as a heavy favorite for hardware. But it’s hardly the only brilliant work that will be jostling for attention in the jury rooms. Leo Burnett is out with its 30th annual Cannes Predictions list, and we’ve singled out 10 of our favorite campaigns to highlight here. If there’s a common thread that connects them, it’s the power of the unexpected, from a completely new way to talk about organ donation to an overnight Instagram success who hid a troubling secret. As usual, though, plenty of the work highlighted here is so forward-thinking that it defies categorization. Channel 4, “We’re the Superhumans” 4Creative, London Best ad ever…

When I talk to people about artificial intelligence, or AI, they’re often optimistic about how they think AI will improve their lives in the future. What they aren’t thinking about is sweaters. Specifically, how based on previous online behaviors an e-tailer knows that you’re in the market for a warm, blue sweater instead of a long-sleeved gray shirt. Historically, businesses required human interaction in order to understand exactly what a customer needed. Today, that’s no longer the case. Thanks to lots of data and AI, companies now know exactly what you want, when you want it and how you want it. Some may fear AI, but I think of it as doing for minds what the Industrial Revolution did for muscles: machines taking on difficult and repetitive tasks and improving…

A WORLD-RENOWNED statue. A school laundry program. An activist movement. A giant mechanical internet-controlled octopus. The U.S. agency creatives on this year’s Creative 100 make advertising that doesn’t look like advertising at all. It looks like art, or a game, or a challenge, or a call to arms. But you can bet it looks unlike anything you’ve seen before. As the shape of advertising evolves, these creatives are moving faster than most to find thrilling new forms for it—in work that charms and disarms, from idea to craft, getting millions to freely engage with it along the way. Tali Gumbiner and Lizzie Wilson SENIOR COPYWRITER AND SENIOR ART DIRECTOR, MCCANN NEW YORK Gumbiner and Wilson are the masterminds behind the year’s most culturally breakthrough piece of advertising—the “Fearless Girl” statue…

TO BE AN ADVERTISING leader in your home city is an honor. To be a national figure of creative excellence is incredibly rare. So imagine what it must take to become a global advertising icon. Actually, you don’t have to imagine. You can simply read here to find out why Adweek’s editors selected these 10 global creative leaders to represent some of the world’s best talent in this year’s Creative 100. Our annual list of the top creative professionals in marketing, media, tech and culture has traditionally been limited to the U.S., but in honor of the approaching Cannes Lions International Festival of Creativity, we decided to reserve 10 spots on our list for these luminaries of international inspiration: Tereza Sverakova CHIEF CREATIVE OFFICER, Y&R PRAGUE Since taking over three…

Big data is big business. As more and more data providers strive to feed the growing demand for deep audience insights, the quality of the data being offered can drop off dramatically. It is no secret that selling data is a volume-based business. Data providers that are only after high volume and lack quality control standards should be avoided. Even good-quality data can lead you astray if it’s misinterpreted. Here are four things to consider when shopping for data: Data Decay: It’s difficult for many data providers to accept, but all data decays over time. People move to new homes, switch emails, dynamic IP addresses rotate and interests change. This complicates the integrity of linkages used to obtain device IDs, as well as the marketing signals used within a campaign.…

Apple Several brands reacted quickly and scornfully to President Trump’s decision to pull out of the Paris climate accord. Apple took its time, though, and waited until the following Wednesday night—in front of a big TV audience watching the NBA Finals—to register its displeasure. And what a lovely protest it was. Apple used audio of the late Carl Sagan reading from his 1994 book Pale Blue Dot: A Vision of the Human Future in Space, set to videos of landscapes (shot by everyday Apple users on their iPhones), which resonate powerfully in the wake of Trump’s move, serving as a poetic warning of how much we have to lose. —Tim Nudd…

IN RECENT YEARS, innovation has often been defined by the race to be first to market or prove yourself an early adopter. Thankfully, that technological land rush—whether it be in VR, social apps or AI—seems to be slowing, with the focus shifting to tangible benefits and truly captivating experiences. Adweek’s annual Creative 100, a list of the most creative professionals in marketing, media and tech, features a wide variety of industry icons, but one of the most fascinating portions of the list each year is our roundup of the 10 digital innovators worth watching. Here are our picks for 2017’s inspiring, entertaining and occasionally mind-blowing innovators: Milica Zec and Winslow Porter CO-FOUNDERS, NEW REALITY CO. Their first VR project aimed to put you alongside a family huddling for safety in…

Not too long ago, if someone mentioned an “entertainment center,” you’d envision a home theater with a giant TV and surround sound. Today, all that comes in a mobile device. Entertainment, quite literally, is in the palm of your hand. Which, of course, means advertising should be there too. Effective cross-screen advertising is all about being relevant, using ad formats, messaging and contextual creative that speaks to the consumer’s unique needs. There’s a lot of potential here, but plenty of confusion as well. Here are five ways to help you do cross-screen advertising the right way. Right Targeting: You have the opportunity to reach millions of people through cross-screen advertising. It would be a shame if many of those people aren’t in your target audience, right? Select the right targeting…

In May, Nielsen released its latest Comparable Metrics Report, highlighting a paradigm we all knew was coming: Millennials now spend more time on their smartphones than watching traditional TV. Furthermore, they spend less than 10 percent of their time on desktop. This raises two key questions for CPG advertisers: Is traditional TV spend optimal as brands push to capture or maintain market share from millennial audiences? And why are advertisers optimizing their targeting tactics for desktop when mobile is substantially more prevalent for all audiences, regardless of generation? Fewer Americans than ever are reachable via traditional TV. With such fragmented viewership across broadcast and cable, and unreliable measures of return on ad spend, it is difficult for advertisers and their agencies to continue to justify such high-cost media expenditures. For…

A growing number of marketers use location data to inform their audience targeting strategies. However, many marketers struggle to understand the fidelity of the data they are purchasing or collecting. A standard line of questions has evolved to help them get a handle on this: What’s the quality level of the places data? How do you filter out inaccurate or misrepresentative device coordinate data? How do you determine if a device is actually at a place versus just walking or driving by? How much of your data is foreground versus background? That last point—foreground versus background—can be misleading. First, let’s clarify how people generally define these. Foreground data is reported when an app is in active use and background data is reported when the app is running in the background…

Let’s face it: Cookies just don’t cut it for marketers that need a complete picture of their customers’ online lives. Cookies can’t quantify a change of heart or detect a new layer in your search for the perfect reclaimed wood coffee table. To craft effective data-driven marketing campaigns, it’s time for advertisers to turn to alternative data sources. Perpetual identifiers such as clickstream data show a longer view of a person’s shopping, purchase and cross-site decision-making behavior. This kind of data is essential for all verticals, but is especially valuable for longer purchase cycles, including travel, automobiles or luxury retail items. Clickstream data is created from consumer click activity and changes in browsing behavior across thousands of domains. These rich insights include transaction data, form submissions, cart activity, search queries…

A cop sees a guy crawling on the ground beneath a lamppost and asks him what he’s doing. “Looking for my keys,” the man says. “Did you drop them here?,” asks the cop, to which the man replies, “No, this is just where the light is.” Marketers working with only a single, narrow view of prospect and customer identity are making the same obvious mistake. For example, tracking only web browser behavior can’t be a marketer’s guiding light. The solution isn’t as simple as embracing a different lamppost, either. Mobile device IDs can offer a lot of insight, as they are typically associated with a single person and much less prone to fraud than cookies. Even so, they’re not enough. Marketers need to be able to link these identifiers with…