Adweekの November 27, 2017 の目次

Joao Chueiri believes the sponsorship model is broken, but he’s thinking ahead. Currently, he’s on a mission to revamp how Anheuser-Busch InBev approaches sponsorships. Next year, he’s planning to launch the company’s in-house content factory, Bud Studios, with a new sponsorship structure in place. Chueiri joined Anheuser-Busch three years ago from Nike, and in that time, he’s had three different roles. In April, Chueiri was named vp of consumer connections at Anheuser-Busch InBev, where he oversees media, digital, sponsorships, events and the company’s work to promote the beer category at large. “My job is to use [A-B InBev’s resources] to connect our brands with people in innovative and relevant ways and keep raising the bar within the marketing industry,” explained Chueiri. “Joao isn’t just changing the playbook for how our…

Marketing and media services shop Women’s Marketing has been working with female-led brands in the beauty and fashion categories for 35 years, but you won’t find the 85-person team reminiscing about the old days of advertising. For client First Aid Beauty, the agency cut back on traditional media outlets and turned to colorful native programmatic ad units to drive traffic to the brand’s website, and 95 percent of users that clicked were new visitors. The team also relied on paid media to grow its Facebook fans by 82 percent and sponsored posts to add 3,500 new Instagram followers per month since January. Most recently, Women’s Marketing teamed up with consumer activation company Social Media Link to further its mission of turning indie and high-growth brands—including Urban Decay, Jane Iredale and…

Just as animated TV shows for adults (think cult favorite Rick and Morty or Netflix’s Big Mouth) are having a moment, animated films for brands are hitting their own stride. Tech brands like Lyft and Hinge have used the medium in recent years and over the last few months a new wave of marketers—Heinz Beans, KFC and Taco Bell—have rolled out animated spots. The timing may seem strange in an era when attention spans are low and six-second ads are on the rise, but brand marketers are hungry to connect with consumers and animation can be the outlet to make it happen. Overall, brands are finding that animation can cut through the clutter and really strike that emotional chord with viewers online. “The long-form, animated spot is definitely back on…

When you’re producing a corporate event, meeting, product launch or marketing activation, the venue can go a long way to creating the memorable experience that consumers share well after its ended. And what could be more striking than a first-class yacht with unobstructed views of the glittering city skyline? Founded in 1980 in San Francisco, Hornblower boasts more than 170 vessels on both U.S. coasts. Since 2012, Hornblower New York has been hosting events, moving harbor cruises into a new era of becoming a first-class setting for all types of events. No other full-service venue has the views of a New York Harbor Cruise—from the skyline to the Statue of Liberty. Being on the water adds an extra element to events by creating an atmosphere that can’t be found elsewhere.…

On Nov. 15, Adweek partnered with Deutsch at the agency’s new Steelhead Studios for our annual celebration of the L.A. Issue, and more specifically the L.A. Brand Stars. 1 Among the Brand Stars in attendance: (from left) Ryan Immegart, evp, global marketing, Volcom; Susie Rossick, assistant vp, American Honda Motor Co.; Sabina Weber, head of brand marketing, American Apparel; Taco Bell CMO Marisa Thalberg; Soylent CMO Adam Grablick; and Tom Aronson, head of digital media, Walt Disney Parks & Resorts. 2 Event guests mingle over drinks. 3 Michael Dubin, co-founder and CEO of Dollar Shave Club. 4 Adweek contributor T.L. Stanley (r.), who authored the Brand Stars package, hands American Apparel’s Weber her award. 5 Rossick and John Watts, both American Honda Motor Co. 6 Say cheese! 7 Deutsch CEO…

Alicia Hatch plays to win, embracing substantial risks to reap big rewards at Deloitte’s agency group, as it continues driving deep into territory long held by traditional shops and holding companies. “I grew up in the video games industry, which was a hotbed of innovation at the intersection of technology, marketing, retail and entertainment,” Hatch recalls of her nearly eight-year tenure at Microsoft through 2010 in Xbox business development. That experience “taught me to be at home in the land of things that had never been done before,” she says. Applying such gamesmanship at Deloitte Digital—where she’s spent a half-dozen years, including the last two and a half as CMO—Hatch has become a key architect reshaping the content and commerce ecosystem. John Hancock/Manulife’s selection of Deloitte’s Heat agency for global…

‘Some are scared and some see the opportunity, but they need an Amazon answer.’Frank Kochenash, global svp, commerce, Possible Amazon is no sleeping giant. As the Bezos behemoth continues along its unstoppable, disruptive path, brands are increasingly requesting Amazon-tailored services. Agencies have been ramping up their capabilities on the platform and even launching dedicated practices as a response. Many marketers now view Amazon as a legitimate competitor to Facebook and Google, according to 22squared vp, director of media planning Brandy Everhart. “What they bring to the table is an expensive data set that you can’t get anywhere else,” she said. “We’ve seen a lot of successful campaigns that are focused on driving conversions on the Amazon platform.” Even brands that don’t sell on Amazon are asking questions due to the…

At Cannes Lions during a panel I participated on this year, I sat in front of a room full of marketing and advertising execs and asked how many thought it was important for brands to take a stand on important social issues—one hand went up. Now, this was not meant as a call-out. More than half of the winning ad campaigns we had been discussing were “socially charged”—that is, they addressed some relevant socio-political issue, from immigration to women’s rights, some with a literal viewpoint like Fearless Girl. So, I expected a very different response from the audience, and it got me wondering: how many brands truly make using their voices for the greater good a priority within their business strategies? I tend to think brands don’t have the luxury…

It’s easy to think of CES as just a technology conference. After all, it is the place where people come to learn about the new products and consumer tech that are going to change the way we live—if not right away, then several years down the road. But while technology certainly provides the wow factor, that’s only a part of the story. And story is the operative word. Savvy CMOs attend CES not only to gape at the aisles of virtual reality, connected home devices, wearables, paper-thin TVs, audio assistants, artificial Intelligence, robots and self-driving vehicles, but to learn how their brands can use them to add value to their overall customer experience. That’s why this year’s C Space—CES’s program for marketers, content creators and brands—will focus on how technology…