Adweek February 13, 2017의 목차

Some of Under Armour’s biggest celebrity endorsers are speaking out against the apparel brand’s CEO Kevin Plank for referring to President Donald Trump as “a real asset” to American businesses in an interview with CNBC. In an Instagram post, ballet dancer Misty Copeland praised the brand for supporting her over the years, but said that she “strongly disagreed” with Plank. Actor Dwayne “The Rock” Johnson also took to Instagram to respond to Plank’s comments, saying, “These are neither my words, nor my beliefs.” NBA star Stephen Curry had perhaps the most memorable take on the situation: When asked by the San Jose Mercury News about Plank’s description of Trump as an “asset,” he responded, “I agree with that description, if you remove the ‘et’ from asset.” Later in the week,…

1 Get in GIF mode. Think of loops like slightly longer GIFs, Moment Studio CEO Ken Kraemer said. “People use them almost like miniature poems that get a little feeling across better than words can,” he said. 2 Short can be sweet. Brands that want to work on their storytelling should experiment with six-second nonlinear storytelling. “Creativity often flourishes around you when there are constraints,” Choi said. 3 Choose content wisely. According to Stern, certain types of content do better as loops than others. Comedy, sports and stop-motion animations all have resulted in high-performing loops. 4 Take a broad approach. Vine loops shouldn’t be used as a centerpiece for a campaign, but as part of a broader strategy , Verna said. “There’s a place in the ecosystem for that type…

According to the International Trademark Association, $460 billion worth of counterfeit goods were bought and sold last year. Not surprisingly, much of it happened online. “The internet makes it easy to hide,” said INTA anticounterfeiting coordinator Tiffany Pho. But where online do most fake goods change hands? A new study from Red Points, a brand-protection firm based in Barcelona, Spain, shines a light into this shadowy realm. Using data generated by its custom-built web crawlers that search for fake merchandise on behalf of its 200 clients, Red Points compiled a Top 10 list of sites where counterfeit goods are most frequently bought and sold. Leading the list is Aliexpress, Chinese etailer Alibaba’s marketplace aimed at international shoppers. In fact, six of the 10 sites on the list are headquartered in…

U.S. WINNER HAVAS GLOBAL WINNER PHD BREAKTHROUGH HEARTS & SCIENCE With VW Group, the last of the giant “Mediapalooza” accounts, now in PHD’s hands, the agency seemed a natural pick for our Global winner. And there was really no other choice than to select fellow Omnicom shop, newcomer Hearts & Science, for Breakthrough, given it went from zero to P&G and AT&T in seven months. Finally, our U.S. winner, Havas Media, has engineered quite the turnaround since CEO Colin Kinsella took over last May. Read on for the details of each winner’s story.…

THE CAP Designed to suggest a premium libation, Jäger’s new cap bears the signature of founder Curt Mast and 1878, the year his father created the family company. THE MASCOT The 12-point buck with a floating cross is a reference to the Catholic patron saint of hunters, St. Hubertus, to whom the Lord appeared as a stag in the woods. THE BOTTLE Redesigned late last year, the new bottle features higher shoulders, a new label and a “mature” stag—all designed to stress heritage and versatility. Fast Facts 1934 Jägermeister created in Germany. 35 percent alcohol in the liqueur 56 ingredients in the secret recipe I’s not easy being Jägermeister, the 70-proof amaro (spicy liqueur) from Germany. Despite its long lineage and proud traditions, American drinkers just have no respect. First,…

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Video data analytics firm Tubular Labs compiled a list of the top branded Vines of all time. (According to Twitter, Vines are viewed across the web more than 200 million times a month.) LOUIS VUITTON In a Vine from a 2015 exhibit in Paris, the fashion brand highlighted how its handcrafted products are stitched, amassing 73.9 million views, with 21 million in the first month. GENERAL ELECTRIC General Electric conducted a science experiment that became art, showing what happens when combining milk, food coloring and dish soap. The video was viewed 22.7 million times since 2013. GOPRO In its typical extreme style, GoPro showed model Roberta Mancino jumping off a cliff while wearing heels, leaving a cliff-hanger as she descends. It’s been viewed 11.8 million times.…

The demands on the chief marketing officer today are unlike any that executives have faced. From rapidly changing consumer behaviors to the emergence of new tech solutions and access to more data, the proven models of success are under attack. The responsibilities of the modern marketer have now expanded so much that the lines between C-suite jobs have blurred. And there is no shortage in the interest on this topic—in fact, there are 4.4 million Google search results for “Changing role of the CMO.” What hasn’t been written about, however, is how these same disruptions are changing the role of the modern media agency executive—and how agencies are struggling to make this change. On one side, media agencies must fully understand legacy media and how to extract the greatest value…

DB EXPORT BREWERIES This Lion-winning effort encouraged beer drinking as a way to make petroleum. CARNIVAL CRUISE LINE The seafaring giant consolidated all media work at PHD after a 2016 review. WINS VW Group (global $3 billion), Canon (U.K.), Cape Union (South Africa), Delta (U.S., $103 million), Carnival Cruise Line (U.S., $115 million), Old Navy (U.S., $31 million), Al-Futtaim Group (UAE, $114 million). LOSSES Greenstone (Australia) REVENUE $750 million (Recma), +15 percent STRATEGIC MOVES Added nine offices globally Organic growth from Bayer (Nordic); Ferrero (South Africa, Mexico) VW This global win is one of the largest consolidated wins in media agency history. UNILEVER The packaged-goods giant cites PHD’s top-notch work on its icecream portfolio, including Magnum. KEY PROMOTIONS Hilary Jeffrey named evp worldwide; Ian Clarke, to president, EMEA. KEY HIRES…

You joined Sports Illustrated in 1992 as a fact checker. Obviously a lot about the magazine business has changed since then, but what would you say are the biggest challenges you’re facing right now? When I got here, we were a magazine only. It was predigital. From a publishing standpoint, we had a virtual monopoly on national sports coverage. Now, we’re in a competitive field in which there are a lot of great sources for sports content and sports stories. There are a lot of people who do what we do very well, and there’s the additional challenge that a lot of those competitors offer that content for free. That’s naturally going to push us harder to find new ways to demonstrate our competitive advantage. As managing editor, you landed…

‘You never know where a hit is going to come from, and you can’t strategize your way into it.’Robert Greenblatt, chairman, NBC Entertainment It’s been another challenging season for the broadcast networks. Between the presidential election and the continued shift in viewing habits, almost all of them are down this season in the key adults 18-49 demo except NBC, this season’s demo leader (only Fox is up, thanks to the Super Bowl). But a few standout new shows—particularly This Is Us—are giving them hope for the future. The five broadcast chiefs talked with Adweek about the biggest lesson they’ve learned so far this season: NBC Entertainment chairman Robert Greenblatt: “You never know where a hit is going to come from, and you can’t strategize your way into it. You can’t…

Whether you’re looking to introduce your brand to a Gen X music buff, Gen Y shopping fiend or Gen Z gamer, there’s no doubt that YouTube can be a valuable investment. But for maximum impact, it’s also important to understand just how your target age group interacts with the video-sharing platform. To help decode the generational divide, Influenster surveyed nearly 8,500 people of all ages about their YouTube viewing habits, from how often they visit the site to what kinds of content they click on to what other platforms they gravitate toward. “When it comes to video platforms that consumers go to watch product reviews, we see very compelling differences,” said Elizabeth Scherle, co-founder and president of Influenster. “It’s imperative for marketers to stay attuned to the shifting demographics on…

NAR An episode of ABC’s Modern Family included a lengthy placement for the realtors’ association SEPHORA Havas built a giant experiential greenhouse in Manhattan to introduce new makeup color schemes WINS TD Bank, Swarovski, Universal Music Group, Dow Jones, TracFone LOSSES Safelite REVENUE $66 million STRATEGIC MOVES Restructured North American management team Launched Havas Health Media in partnership with sibling shop Havas Health 1800 1800 partnered with Billboard for a locally-based ad and concert series with 4 hip hop stars DISH Havas refined search capabilities with positive results for the TV provider in a crowded field…