Adweekの February 19, 2018 の目次

It should come as no surprise that covering media and marketing in this era of universal transformation is no small endeavor. Change arrives at a breakneck pace and leaves disruption, broken business models and obsolescence in its wake. Let’s be honest, it can be frightening and the anxiety is often palpable across our entire coverage area. Industry practitioners have to keep pace, do their homework and try to see into the future as clearly as possible to remain relevant, valued and, yes, employed. This presents Adweek with the unique opportunity to reorient our value proposition and pivot our journalism to be more education-based in order to help the people and companies we cover arm themselves with enough marketplace intelligence, insight, context and connections to build a strategy for the next…

PERSONALIZATION Having a customer isn’t enough; you need to know your customer, from where they live to what kind of products they like. “We wanted to provide a very personalized experience but give power to the user,” said Sen Sugano, vp of marketing at Goat. This means letting the user create wish lists of sneakers they want, along with the prices they’re willing to pay for it. Once that sneaker is listed for sale or is within a 5 percent range of what the user wants to pay, the app will notify the user. PUSH NOTIFICATIONS Personalizing push notifications can go a long way—from greetings to reminding consumers they’re near a store. Sephora pushes out notifications to let customers know when a product is back in stock and near a…

KEY CAMPAIGNS Snickers' “Hungerithm” (Australia) promotion won 21 Cannes Lions, drove 67 percent spike in sales, is expanding to the U.S. this year; Gillette “Bachelor of Shaving” (India), a career counseling program, boosted Gillette Guard razor sales by 40 percent; Deutsche Telekom Sea Hero Quest (EMEA) app lured 2.7 million players to create data for dementia researchers and increase brand approval. REVENUE $1.3 billion WINS $4.6 billion, including Groupe PSA ($860m), Opel-Vauxhall ($400m), Richemont ($400m), Uber (U.S., $400m), Walgreens Boots Alliance ($300m), P&G (Germany, Austria, Switzerland, $237m), AB-InBev (Latin America, $220m), Bose ($150m), Falabella (Latin America, $100m), 14 new clients in China ($650m); 400+ total pitches worldwide at 66 percent conversion rate. LOSSES $1.7 billion, including AB-InBev (U.S. and Australia, $630m), P&G (Northen Europe, Japan) Subway (North America). CURRENT PITCHES…

Think you know what it means to be a working mother? Try again. While everyone probably has some kind of stereotypical image, there’s no one-size-fits-all scenario of what working parenthood looks like. Work-life balance? Juggling schedules? Having it all? Toss those passé clichés aside and look at the at-times-messy, real-life accomplishments all around you. Each year, She Runs It honors women who have achieved outstanding business results while also serving as strong role models or mentors at work, at home and within their communities. This year’s winners will be celebrated on February 26 at a luncheon at Cipriani 42nd Street in New York City. We asked this year’s honorees to share their first hand insights from the intersection of work and family as well as how they make the most…

A new ad for Nike VaporMax Air sneakers features a mix of pro and amateur sports enthusiasts gasping for oxygen as they exert themselves. Created by Wieden + Kennedy Portland (which describes the ad as “an ode to the elemental force that pushes every athlete forward”), the :60 spot starts out with athletes gearing up for the task at hand—a sprint, a swim, a deadlift, a penalty kick, a free throw—eventually huffing and grunting as they push it a little further, a little harder. Eventually, they sigh as they meet their own big goal.…

The next round of big-budget media reviews has begun, and beneath it lies an existential threat to the established agency business model. Last summer’s rumored wave is now a real-world tsunami encompassing billions in RFPs from brands like Marriott, Mars, McDonald’s, Microsoft, Mondelez and more. But clients have learned from past mistakes; this time they’re seeking partners, not just service providers. Adweek’s Media Agency of the Year lineup of MediaCom, MullenLowe Mediahub and 360i (see page 17) confirms that many agencies continue to perform—but networks unable to pivot away from a reliance on classic planning and buying work will eventually fall by the wayside as automation allows more clients to move operations in-house. In some ways, this development was the expected product of both the ANA’s 2016 media transparency report…

KEY CAMPAIGNS To gain momentum around the series launches of Marvel’s The Punisher and Iron Fist on Netflix, Mediahub cleverly hacked the niche hard-core gamer community, resulting in a 28 percent engagement rate for The Punisher and leading Iron Fist to be the most-binged Netflix drama of the first quarter. “American Beauty: Dispatches From a Country United,” a 10-part multiformat series that followed Rolling Stone correspondents riding Harley-Davidsons across the country, boosted relevance scores by 23 percent following 10 years of declines, and at no media cost to the brand. REVENUE $50-75 million WINS Mediahub prevailed in 14 out of 16 competitive pitches, landing clients including Chipotle, BET, Staples, Trulia, Lenovo, Ulta Beauty, Pearson Education and MTV. LOSSES The agency lost one account, Fage yogurt. STRATEGIC MOVES Carrie Drinkwater promoted…

THE SCREEN Introduced last year, BlackBerry’s KEYone boasts an IPS LCD screen whose 433 pixels per inch actually beats the resolution of Apple’s iPhone 6. THE CAMERA BlackBerrys came with cameras starting with the 8100’s 1.3 megapixel camera in 2006, but the KEYone boasts 12 mexapixels and a dual-tone flash. THE KEYBOARD The most identifiable part of the BlackBerry, this tiny-button keyboard was a bridge from the analog to the digital for millions, and it’s still a trademark. On Oct. 20, 2011, Secretary of State Hillary Clinton was aboard a C-17 Globemaster military plane bound for Libya. While waiting for takeoff, Clinton—wearing a pair of dark sunglasses—began pecking at her smartphone, her face a mask of determination. Alert to an iconic moment, a Reuters photographer clicked his shutter. National media…

21st Century Fox has adopted a “business as usual” approach to its TV dealings until Disney’s $52.4 billion deal to acquire the company passes the regulatory process. But Ryan Murphy, its TV studio’s most prolific producer, didn’t get the memo. Netflix revealed last week that it poached Murphy—Adweek’s reigning TV Creator of the Year—with a five-year deal, which could be worth as much as $300 million, to produce new shows and movies exclusively for the streaming service beginning July 1. Murphy will continue to be involved with his current shows for FX and Fox for the duration of their runs.…

In mobile Darwinism, every app fights for a consumer’s undivided attention and home screen, but the reality is they tend to stick with their go-to apps. And in fact, social media platforms like Facebook and Snapchat are the dominant species, comprising five of the top 10 free apps in the iTunes App Store. But it’s brands that have the toughest time with engagement given their constant need to build loyalty and drive revenue. “It’s so easy to build an app these days, but there’s a whole ton of money that you need to expend to get people to know the app exists and then use it,” said Michael McGuire, a Gartner analyst. “If you don’t have a really solid handle on what your mobile value app proposition is, you can…

2017 brought yet another round of media reviews as challenger brands and conglomerates alike evaluated their agency relationships in the ongoing quest for transparency, efficiency and innovation. In this year of shakeups and big changes, MediaCom emerged as Adweek’s uncontested Global winner, coming back from the potentially crushing loss of VW to pick up the lion’s share of AB InBev and other top accounts. MullenLowe Mediahub’s investment in creative, often tech-driven approaches to media helped it carve out a unique space among U.S. agencies, win new clients like Chipotle and produce noteworthy campaigns for Netflix. Finally, Breakthrough shop 360i proved yet again that it is much more than a social media machine by growing its core business while building new tools to help clients make the most of Amazon's expanding…

On a Friday in June 2016, MediaCom CEO Stephen Allan got the call no agency leader ever wants: The shop had unexpectedly lost the global business of Volkswagen, a client since 1996 that was one of its top three revenue generators with an annual marketing budget between $2 billion and $3 billion. “You feel completely sick over the weekend,” he says, looking back. But by the next week, Allan was emailing the agency’s leaders around the world and tasking them with drumming up new business prospects. “VW has now happened,” he says, summarizing the missive. “We have to move forward. New business is going to be the most vital thing.” In the 18 months since, “Project Fight Back”—as the recovery effort came to be known inside the WPP shop—has yielded…

KEY CAMPAIGNS: Integrated media and creative for Absolut Lime’s “#RefreshTheTalk” Grammys campaign, introducing the public to the new flavor while also inspiring culturally relevant conversations. Facilitated the launch of Sonos One, a new Alexa-powered speaker, with creative execution and integrated media campaign; wrapped Amazon locker spaces with Sonos creative in key markets. Helped Roto-Rooter increase revenue by 15 percent by eliminating the waste created when the company buys search ads in areas hit by a lack of plumbing technicians. Helped client DSW improve the ROI of its influencer-marketing efforts by using programmatic placements to ensure that related content appeared on the sites most relevant to young, fashion-focused target audience. REVENUE $160-180 million ESTIMATED ORGANIC GROWTH: $25 million WINS: Mini U.S.A., Kate Spade, HSN, Chico’s, Champion, Stonyfield, National Geographic (creative and…

Sport-bike racer, six-patent holder, biometric lab creator—these are just a few of Walter Geer’s self-earned epithets. But his actual title is vp and creative director at Verve Mobile, where he creates and delivers “high-impact ad formats” to companies. Geer graduated college in 1999 with a completely different career trajectory: He started in web design. Additionally, as a licensed amateur sport-bike racer, Geer applied his daredevil skills to his career. “Focusing within stressful environments like racing and learning how to make key decisions has taught me a lot about how to work in my day-today job,” he said. “Make a decision, stick with it and hope for the best outcome, but never hesitate.” No matter your industry, noted Geer, the key is to chase your interests. That’s how he ended up…