Adweekの September 10, 2018 の目次

MARCI MCCUE, HEAD OF MARKETING, FLIPBOARD Adweek: Where’s the future of advertising? What media will be the most effective way to distribute your message? McCue: With growing and always-on mobile audiences, it’s critical to have a mobile strategy when it comes to advertising. But the future of advertising isn’t really any one place—it’s an experience. People want to feel the brand fits into their life. Therefore, the next big opportunity for advertisers will be meeting people in the right moment, when they are reading, watching or doing something related to your brand. Advertising out of context, simply following people around on the web, will lose its attraction in favor of advertising in more relevant moments when people are more “in the mood” to hear your message. What’s the biggest lesson…

How fans of this shoe influence others #weareallbirds has more than 6.1 MILLION impressions on Twitter. How Banana Republic is tapping into social #ItsBanana is used by 292 PEOPLE a week and three to four times a month by the brand on Instagram. A special hashtag, #InTheJeans, has seen 3.2 MILLION impressions on Twitter. Brand ambassadors for #livingLIVELY #livingLIVELY brand ambassadors contribute 10 to 15 percent of Lively’s weekly revenue. According to Brandwatch, the hashtag had more than 900 MENTIONS. A community that comes together on #DoingThings #DoingThings has the most mentions in comparison to others in this list, with more than 8,700, reports Brandwatch. Since Jan. 1, 2018, the company’s seen a reach of 47.5 MILLION, 92,000 new followers and 31,000 uses of the hashtag on Instagram.…

Who Frederick Joseph, founder and CEO; Keri Goff, creative director; Olivia Kelly, business development director What Creative agency Where New York 1 We Have Stories created the “Dollar for Diversity” campaign, a fundraising effort designed to support diverse creators. 2 “Be Here,” an initiative led by Wendy Williams to help combat drug addiction and substance abuse, tapped WHS to execute a creative direction and strategy. 3 WHS launched its application to provide free support to underrepresented and marginalized storytellers and content creators.…

Brands are no strangers to producing music, which evolved around the 1960s from simple, catchy jingles to occasionally include legitimately great performances (thanks in large part to Coca-Cola’s innovative collaborations with Aretha Franklin, Roy Orbison and others). Hip-hop, however, is a genre mainstream marketers have been slow to embrace beyond the occasional, carefully selected track being used in ads for brands that rely on street cred. Lately that hesitance seems to be waning, with brands not only collaborating alongside more rap artists but also now releasing their own branded tracks and playlists. Many of the brands driving this trend (think Hamburger Helper and Chef Boyardee) are, let’s face it, far from cool. But they’re getting a boost from the growing pool of marketing pros who grew up immersed in hip-hop.…

IT’S A LOOKBOOK The Allbirds team actively looks through the #weareallbirds and #whereareallbirds hashtags to see if there’s another product that could fill a customer’s need—and consumers can see how other people wear it. “It’s become a sort of style and inspiration,” said Julie Channing, vp, marketing, Allbirds. “We don’t have an official lookbook section on our site, but if we did, we could easily pull in content from this hashtag.” ENGAGEMENT IS KEY Mary Alderete, CMO of Banana Republic, believes how the brand communicates with its customers is vital for its hashtags—and it’s clear that customers want to add content to the company’s story. “Marketing is at its best when your story is told by other people as part of their story,” Alderete said. “[Our engaged customers] want to…

THE GOODS In keeping with Newman’s original recipe, the Italian dressing is packed with pieces of onion, Romano cheese and anchovy, and needs to be shaken a lot. THE GETUP Newman was drawn on the label from the beginning, but in 2010 the brand dressed him up in various ethnic costumes to match the flavor variety. THE SECRET Lots of brands boast about a “family” recipe, but in Newman’s case the dressing really was his own, made as gifts every Christmas. Bob Forrester has many fond memories of the late Paul Newman, the leading man whose irreverent charm and sky-blue eyes sparkled their way through 65 Hollywood films. But one memory stands out. Forrester and Newman were walking down the street when a fan spotted the statuesque actor. As the…

Nike’s marketing has historically started conversations about tough subjects from ageism to Title IX and HIV. And its 30th anniversary celebration of its “Just do it” tagline doesn’t stray from that tradition. The brand’s black-and-white, close-up photo of football player Colin Kaepernick, with the words “Believe in something. Even if it means sacrificing everything,” and the two-minute spot that ran during the first game of the NFL season ignited a social media firestorm. In featuring Kaepernick, one of the most influential—and contentious—sports figures today, particularly with copy that shows a definitive display of support for him, Nike puts itself at odds with the NFL, an organization it has a partnership with until 2028. And to add fuel to the fire, Nike didn’t give the NFL a heads up about the…

Like any maturing tween, the 11-year-old hashtag is undergoing a series of changes. While it used to be in every other word of a tweet, the hashtag has grown to encompass movements and moments in the world (and some even get their own emoji in tweets). In the age of direct-to-consumer startups and social commerce, the hashtag has turned into a marketing tactic brands use to create communities, awareness and dedicated channels to boost their bottom line and acquire new customers. “Hashtag marketing is a way to scale [word]-of-mouth marketing and activate your community,” said Kyle Wong, CEO and co-founder of Pixlee, a user-generated content marketing company. “These hashtags allow consumers to discover new products or brands easier.” The hashtag marketing tactics of today are also completely dependent on KPIs…

Our industry is constantly evolving, and right now we need to evolve more significantly if we are to remain alive. As our clients cut spend, build out their in-house capabilities and look to reinvent themselves to be future-proof, they are questioning our operating models, ways of working and team structures. Procter & Gamble CMO Marc Pritchard suggested having far more creatives, far less account people and more consultative senior account people to help them instead. Having spent most of my career in creatively driven, lean agencies, I see great merit in his suggestions. However, it is good to hear him point out that this will mean a change at P&G, too. Often the agency mirrors the client and often the client team outnumbers the agency team 5-to-1. So we agree…

For much of the past decade, the NFL TV ad market was a bit like the housing bubble of the aughts. Each year, those companies with football rights could count on hefty double-digit increases in returns each year, while using the NFL’s robust ratings increases each year to leverage their network’s weaker-performing sports at the time, like baseball. “While your subconscious will tell you this can’t last forever, many of those who enjoyed the benefits of that housing craze and were flipping homes and taking profits never thought the party was going to end,” says Mark Evans, svp of advertising sales for Fox Sports. “So when the ratings did plateau and then decline somewhat over the last year and a half, everybody in town was like, wait a minute, this…

Charities that benefit from Newman’s Own can’t imagine life without it, yet it nearly happened. The tax bill signed into law this January carried over an obscure 1969 provision that imposed a 200 percent tax on private foundations that own more than 20 percent of a for-profit firm. It would have forced Newman’s Own Foundation to divest, destroying both the charity work and the brands. “It’s hard to sell a company that has to give all of its money away,” Forrester said. Fortunately, a last-minute intervention exempted Newman’s, and its dressings can continue to pour.…

Founded by David Ogilvy, known as “the father of advertising,” the creative shop celebrated its 70th anniversary in June with a rebrand that included a new visual identity, logo and organizational design. Adweek (USPS 458870, ISSN 1549-9553) is published weekly: 33 times a year 1 issue in December; 2 issues in February, June, July and August; 3 issues in January, March, April, May, and November; and four issues in September and October. Publisher is ADWEEK, LLC, 825 Eighth Avenue, 29th floor, New York, NY 10019, (212) 493-4100. Subscriptions are $249 for one year, $449 for two years. Canadian subscriptions are $299 per year. All other foreign subscriptions are $349 (using air mail). Subscription inquiries: (844)-674-8161; outside the U.S.: (845) 450-5203. Registered as newspaper at the British Post Office. Canadian Publication…