Adweekの August 7, 2017 の目次

Patrón Spirits CMO Lee Applbaum is laser-focused on keeping his liquor brands on the cutting edge of marketing. But like many of his industry peers, he’s worried about getting the data part of the equation right. “The chief marketer has always needed to be the individual responsible for driving the marketing in an enterprise and thinking about it in terms of cohabitating with your consumer, but today’s cohabitation occurs more in the digital ecosystem than ever,” Applbaum explained. As brand execs think more about the convergence of CMO and CIO roles, the reality is that marketing chiefs are now “CMTOs”—whether they prescribe to that newfangled job title or not. At more than 30 percent of organizations, Gartner found some portions of sales, IT and customer experience report into the CMO,…

Smirnoff House 2016 ACTIVATIONS Electric Daisy Carnival (EDC) Las Vegas, EDC Orlando, Nocturnal Wonderland and Hard Summer ATTENDEES 800,000 CONTENT 8+ hours of content from integrated robotic cameras that captured video/GIFs/stills of guests, plus a green screen photo booth REACH 125+ million fans RESULTS By making small tweaks to a green screen activation, MVRK increased digital photo output by 90 percent, nearly doubling the use cases. NHL Centennial Fan Arena ACTIVATIONS 31 markets, including Toronto, Buffalo, Philadelphia and St. Louis ATTENDEES 250,000 fans to date RESULT MVRK optimized a customizable locker room photo op, which dramatically increased the amount of data going back to the NHL. HOW Agency partners access MVRK’s cloud platform to track real-time data, tour scheduling, award and prize control, and social content aggregation that would typically…

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. This is the second of four issues where we’re 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…

AdRoll is one of several companies that have developed data co-ops (along with Adobe and others), which are pitched as alternatives to walled gardens. Our original thought we came to market with was a retargeting product, and then four years ago, the company was really smart and thought about how do we help our customers drive more traffic to their site. We’re doing a really good job of converting traffic that comes to the site, but we wanted to now drive more traffic to the site. And obviously, in order to do that, you need a rich data set, and our customers were at a real disadvantage compared to big brands in that they don’t have a ton of data on their own and third-party data is really expensive. We…

Jeffrey Litvack, who joined Adweek in January as chief operating officer, has been promoted to CEO. Litvack’s extensive media leadership experience includes having served as interim COO of Robb Report and group president of ALM, publisher of The American Lawyer. Earlier, Litvack spent more than five years at the Associated Press in various senior executive roles, including general manager of global products. “As the brand marketing ecosystem that Adweek covers continues to rapidly transform, we must keep pace and change along with it, and I can’t think of anyone better suited to be at our helm as CEO during these challenging and exciting times than Jeff,” said Brian F. Martin, Adweek co-owner and chairman. “His decades-long career in publishing and digital-first orientation make him eminently qualified to chart our course…

Univision wanted to make a big splash with its ripped-from-the-headlines series, El Chapo, about the rise and ultimate fall of one of the world’s most notorious drug lords. As part of the promo push, network execs envisioned an extensive millennial-targeted digital campaign to hype the scripted drama about Joaquin “El Chapo” Guzman, a rags-to-riches cartel king so infamous he was profiled in Rolling Stone by actor Sean Penn. The caveat for agency Mistress was that the work had to be solely in Spanish. Los Angeles-based Mistress, which doesn’t market itself as a multicultural agency, drew from its bilingual creative team to come up with more than 200 pieces of content for a social media effort that eventually logged 28 million impressions and nearly 4 million video views. It mixed folklore,…

RICHARD WARD CHAIRMAN & CEO 22SQUARED SARAH HOFSTETTER CEO 360I JASON NORCROSS PARTNER, EXECUTIVE CREATIVE DIRECTOR 72ANDSUNNY ANDREW GRAFF CEO ALLEN & GERRITSEN KAVON JOHNSON ART DIRECTOR ANOMALY MADONNA BADGER FOUNDER, CCO BADGER & WINTERS GERRY GRAF FOUNDER BARTON F. GRAF BENNETT D. BENNETT COPYWRITER BBDO CHRISTOPHER VEGA CREATIVE RESIDENT COPYWRITER BBDO ANDREW ROBERTSON PRESIDENT & CEO BBDO WORLDWIDE DAVID LUBARS CCO, BBDO WORLDWIDE CHAIRMAN BBDO NORTH AMERICA SARAH WATSON CHAIRMAN, BBH NY GLOBAL CHIEF STRATEGY OFFICER BBH MICHAEL LEBOWITZ FOUNDER & CEO BIG SPACESHIP ED COTTON CHIEF STRATEGY OFFICER BUTLER, SHINE, STERN & PARTNERS JUSTIN ADU ASSOCIATE CREATIVE DIRECTOR OF DIGITAL AND SOCIAL MEDIA CAROL H. WILLIAMS MARIANNE BELLORIN STRATEGIST CO:COLLECTIVE ROSEMARIE RYAN CO-CEO & CO-FOUNDER CO:COLLECTIVE CHRISTINE FRUECHTE CEO COLLE+MCVOY DAVID ANGELO FOUNDER & CHAIRMAN DAVID&GOLIATH WENDY CLARK…

With millions of people flocking to summer music festivals and fan road shows, one Orlando, Fla.-based experiential marketing agency is making sure no good data goes to waste. Beginning last year and running through this summer, beverage giant Diageo, in partnership with MVRK, created a branded experiential extravaganza, dubbed Smirnoff House, at several EDM (electronic dance music) concerts. At each of the activations, MVRK installed a networked system of robotically controlled cameras, interactive screens and, of course, an interactive turntable for fans to engage with. “The [goal] was for the audience to become active and creative participants rather than just spectators,” explained Steve Alexander, CEO of MVRK. The immersive experience tracked and delivered real-time analytics, allowing MVRK to make changes on the fly. “This meant monitoring our photo station kiosk…

THE NOZZLE Spray applicators have become standard these days for their ease of application, though some say laying the goo on thick offers better protection. THE MASCOT The Coppertone Girl is still on the packaging these days, but a more modest rendering has replaced the rather risqué image of the nearly-nude cherub. THE RATING A measure of how long a product will protect you from UVB rays, SPFprominently displayed on the packaging—gave Coppertone a marketing edge. Joyce Ballantyne Brand enjoyed a long career painting everything from 1940s pinup girls to fine oils, but the image that would make her a legend was for a small suntan lotion company. It was 1959, and Grant Advertising hired Brand to whip up something for its new client, Douglas Laboratories, which had national ambitions…