Adweekの February 26, 2018 の目次

On Super Bowl Sunday, Coca-Cola debuted a new spot in the fourth quarter featuring an inclusive message in the form of an original poem for the brand by poet and Wieden + Kennedy copywriter Becca Wadlinger. Earlier this month, Microsoft rolled out a 60-second ad featuring Academy Award winner Common reciting a poem about the power and possibility of artificial intelligence. In August, A+E Networks unveiled a new brand campaign using an interactive film about storytelling and America with a poem by National Poetry Slam champion IN-Q. Those are just a few of the brands that have employed a burgeoning creative trend: using poetry to make a campaign stand out and give people a more personal connection to a brand. ”We are now seeing poetry used in commercial storytelling because…

We’ve all been there, both in-store or online, where the retail experience is so poor that you either end your relationship with the brand instantly or hold your nose each time you pay a visit. In my case a certain big box retailer near my home in suburban New York almost feels like a hostile environment I have to negotiate on my own when I want to buy a hammer or wood screws in bulk. Ask for help? “Down on the left” is about as much customer service as I can expect. Its online experience is just as awful. I hate shopping there and really hope one day I won’t need to. And maybe that day is coming. In the age of social media, where brand reputations either can be…

Because the Disney-Fox deal will take 12-18 months to close, it be will business as usual for Landgraf and Marchese during FX’s upfront, which is set for March 15 in New York. “This year’s upfront is going to operate exactly as is,” says Marchese. “We have to operate that way for practical reasons as a business, but also because with these other companies, who knows what the future holds?” He allows that the Disney sale could affect “the tail end” of any upfront buys, but says those deals “will be honored, no matter how things work out.” Buyers, too, say they’ll approach the FX upfront (and by extension, that of the entire Fox Networks Group portfolio, which is sold together) the same way. “Until people tell us differently, it’s business…

Jack Davis wasn’t a fan of scary movies as a kid. But now, he’s working on creating the online version of what he describes as “Marvel for monsters.” As the co-founder and CEO of Los Angeles-based Crypt TV, a social video startup that creates scary movie pilots and miniseries for the mobile era, Davis’ goal is a franchise that provides faster scares for shorter attention spans. The 3-year-old company he co-founded with Hostel director Eli Roth has already landed investments from influential Hollywood producer Jason Blum, media venture-capital powerhouse Lerer Hippeau and traditional juggernauts like NBCUniversal. Since the company’s beginnings, Davis has relied on budding filmmakers rather than established screenwriters. In fact, the first monster for Crypt TV was born from a “six-second contest” that elicited 15,000 submissions. While most…

Kylie Jenner may be one of the most followed celebs on Snapchat, but she may have single-handedly sunk the platform’s stock more than 8 percent in one day after tweeting, “Sooo does anyone else not open Snapchat anymore? Or is it just me … ugh this is so sad.” She followed up with another tweet claiming that she “still love[s]” the platform. But by the next day, Snap stock had plummeted below the company’s $17 IPO price. As of last Friday, it hovered at $17.46.…

A new era of apps catering to help people with their mental health is here. And boy, do we need it. Social media apps have gotten a bad reputation; even Facebook recently admitted it might be bad for you. But with the continued expansion of our reliance on technology, perhaps then it’s not entirely surprising that there’s been a mini-boom in the self-care app ecosystem over the last couple of years. These self-care apps want to turn your phone into a force of good that’s less about likes and filters, and more about you and your actual happiness. Such apps cater to a variety of issues and ailments, including Mend, that helps you get over a breakup; Moodnotes, a mood tracker rooted in clinical psychology; and Shine, a daily motivational…

As digital disruption continues to create both challenges and new opportunities, brands are making changes to their legacy operating models, technologies and processes, according to Accenture’s Intelligent Operations research. But there are impediments to transforming marketing, and many of them are internal. Two-thirds of marketers see lack of long-term investment as an obstacle, for instance, and a similar percentage say fear of change is holding their company back. As they consider how to transform their marketing models, which Accenture research shows is a top priority for most companies, CMOs are recognizing the need to make investments and changes in their marketing organizations, as a full 95 percent of companies globally say they’re investing in structure, people, processes and tools to boost their digital maturity. “CMOs are now implementing a much…

BEAR NAKED GRANOLA This Kellogg’s brand lets customers build their own granola mix and even put their picture on the packaging. CARNIVAL CRUISE LINE Passengers on “smart cruises” are given digital medallions that track their location and allow them to order food and services anywhere on the ship. MARRIOTT 20 million guests have checked into their rooms using the hotel chain’s mobile app; some even can open their doors and order towels with a few taps. DOMINO’S Pizza fans can now track their pie from the oven to their doorstep. The chain has also been experimenting with delivery via driverless cars and drones.…

‘The show takes big swings, period, and I don’t think we’re ever going to shy away from that.’ After UnReal’s critically acclaimed and Emmy-nominated debut in 2015, the Lifetime drama—about two women who produce a Bachelor-like reality show called Everlasting—weathered a backlash during its bumpy sophomore season. The show lost ratings and alienated critics with polarizing storylines including a Black Lives Matter-inspired police shooting and an assault on lead character Rachel by her drunk ex-boyfriend. Now co-creator Sarah Gertrude Shapiro is hoping to get the series back on track with Season 3, which premieres on Monday, Feb. 26. In 2005, Shapiro fled her job as a field producer on The Bachelor and started working at Wieden + Kennedy as a content producer. The agency later helped her make the independent…

SHINE The app helps instill positive habits through a daily text with inspirational content and tips to handle anxiety or boost self-confidence. Subscriptions: $7.99 monthly, $59.99 annual HEADSPACE LeBron James and Gwyneth Paltrow praise this meditation app that’s designed to bring a sense of calmness to your life. Subscriptions: $12.99 monthly, $96 annual, $399.99 lifetime MEND This app offers ways to help you get over your breakup. Users go through an average of about six sessions a day. Subscriptions: $9.99 monthly, $59.99 annual MOODNOTES The mood-tracking and journaling mental health app uses cognitive behavioral therapy to help users cope with upsetting situations. One-time fee: $3.99…

2018 CATEGORIES BEST PRACTICES ► Charity/Pro Bono/Pro-Social Invention NEW ► Data Invention ► HR Invention ► Partnership Invention ► PR Invention ► Research Invention ► Talent Invention NEW MARKETING & ADVERTISING ► AI Invention NEW ► Brand Performance Invention ► Brand Storytelling Invention NEW ► Creative Invention ► Commerce Invention ► Customer Experience Invention NEW ► Design Invention ► Digital Transformation Invention NEW ► Event/Experience Invention ► IOT Invention NEW ► Marketing Invention ► Product Development Invention ► Sports Marketing Invention MEDIA ► Ad Tech Invention ► App Development Invention ► Digital Publishing Invention ► Gaming Invention ► Media Planning/Media Buying Invention ► Mobile Invention ► Out-of-Home Media Invention ► Print Invention ► Product Development Invention ► Social Media Invention ► Video Invention ► Voice/Audio Invention NEW ► VR/AR Invention…

ACCENTURE RELEASED ITS Technology Vision 2018 report this month, the firm’s annual forecast of the technology trends unfolding over the next three years. In an age where there is little daylight between the office and the living room, where we are always connected to a device, easily accessible through email and Facebook, Twitter and Slack at all hours of the day, the trends that Accenture highlights are playing out at both the personal and professional levels. Indeed, according to the report, 84 percent surveyed “agree that through technology, companies are weaving themselves seamlessly into the fabric of how people live today.” The lines between our separate lives are blurring. Quickly. So how should brands react to our increasing connectedness to technology? “As highlighted in our Accenture Technology Vision 2018 report,…

Change can be hard for the financial industry, which is dominated by decades of processes and internal systems. But with a slew of upstarts making their way into the trillion-dollar industry, the old guard is finding innovative ways to beat these challenger brands at their own game. “A lot of these companies have what we call ‘technical debt’—very expensive mainframe systems that are very difficult to change, run [and are] expensive and obviously that limits their ability to innovate,” said Oliwia Berdak, principal analyst at Forrester Research. “The biggest challenge is often culture … In banks the attitude has always been to perfect [products] before it’s unleashed on customers and [technology] is a big change where you’re working with a certain degree of uncertainty and risk.” Take, for example, TD…

 As much as FX Networks and FX Productions CEO John Landgraf welcomes the return of American Crime Story and Atlanta to FX this winter, he still wishes the network could have had them back on the air last year, where their absence on year-end top 10 lists hurt the network’s position relative to its two biggest competitors for quality TV, HBO and Netflix. But that’s what happens when you work with visionaries like Ryan Murphy and Donald Glover—Landgraf calls them “unicorns”—who make the edgy, distinctive shows that have turned FX into one of TV’s most acclaimed, and most daring, networks. With other creative demands on their time (Murphy is shepherding six other shows; Glover wanted to play Lando Calrissian in the Han Solo prequel movie), Landgraf decided in both cases…

WHAT COMPANIES NEED TO KNOW OVER THE COURSE OF the past 20 years, brands, agencies and publishers have poured billions into building sophisticated advertising technology systems capable of collecting reams of data about consumers’ online preferences and interests—and then with hyper-precision, deploying targeted ads. This year alone, according to the digital marketing research firm eMarketer, U.S. advertisers are estimated to spend $39 billion on programmatic ads. | But now, Europe’s landmark General Data Protection Regulation (GDPR) law, set to take effect on May 25, is changing the game, potentially placing this massive data-driven ad spending at risk. Intended to put the privacy back into the concept of private data, GDPR enables consumers to view, limit and control how businesses collect and process their personal information. $39b ESTIMATED PROGRAMMATIC AD SPEND…

THE VIEWFINDER In a largely abstract rendering, this dot—signifying the viewfinder lens of an old box camera—is critical to identifying the icon as a camera. THE GRADIENT Adapted from the vertical rainbow strip on the former logo, this diffraction is meant to symbolize Instagram’s wide and diverse range of users. THE SILHOUETTE Aside from the rounded corners harmonizing with the spheres within, this border is a direct carryover of the older logo’s shape. Five years ago, Australia-based cook Ann Reardon posted a new how-to video to her YouTube channel on how to bake a chocolate mousse cake. But this was no ordinary cake. Its slices were flawless renderings of the Instagram logo, right down to the color bands (which Reardon created with strawberry, lime and mango Jell-O). Then, last summer,…

Released on Aug. 16, 1994, the IBM Simon Personal Communicator was the world’s first smartphone. The handheld, touchscreen PDA was on sale for less than a year before being rendered obsolete by the next tech innovation: flip phones. *WHILE THE PHONE PICTURED ABOVE IS AN ORIGINAL 1994 IBM SIMON. THE PHOTOGRAPH WAS TAKEN IN 2014 TO MARK ITS 20TH ANNIVERSARY. Adweek (USPS 458870, ISSN 1549-9553) is published weekly: 34 times a year with 1 issue in December; 2 issues in July and August; 3 issues in January, February, March, April, May, June and November; and four issues in September and October. Publisher is ADWEEK, LLC, 825 Eighth Avenue, 29th floor, New York, NY 10019, (212) 493-4262. Subscriptions are $249 for one year, $449 for two years. Canadian subscriptions are $299…