Adweek March 27, 2017의 목차

After spending the past year making deals with almost every major TV media company to produce original series for Snapchat, Snap Inc. is now getting into business with entertainment studios as well. MGM Television—which produces series like Fargo, The Vikings, The Voice, Survivor, Shark Tank and Hulu’s upcoming The Handmaid’s Tale—will be the first major entertainment studio to develop and produce original series for Snapchat’s Discover platform, the companies announced. MGM’s content will appear alongside other original shows, on Snapchat’s Stories page and its Discover page. —Jason Lynch…

 A marijuana shop would have to be pretty darn opulent and over the top to earn the nickname, “the Taj Mahal of THC.” But then again, until recently, the bar was set pretty low in this relatively new but fast-growing segment of the retail world. ‘The space itself needed to feel welcoming, not a place you’d be afraid to walk into.’Joycelyn Pettway, director of facility design, MedMen Diego Pellicer, a cannabis store in Seattle named for a Spanish hemp magnate, looks like a cross between a high-end jewelry boutique and an art museum. Customers get concierge-level service while they shop for gourmet weed-infused edibles, potent tinctures and, of course, designer bud. Add-ons could later include in-house cafes or clothing pop-ups at the flagship Washington location and its sister Denver site.…

APRIL 3 Political Power Players With the Political Power Players list, Adweek honors media stars — who are breaking news and leading the national political conversation. Beyond the buzz, we’ll report on key metrics such as ratings and traffic for these chart toppers. APRIL 10 Top Gen Z Influencers Adweek’s editors will highlight the digital and social trend-setters and their relationship with the newest (and hottest) consumer base. SPECIAL SECTION MOBILE MARKETING GUIDE APRIL 10 - 16 City Spotlight: Atlanta DIGITALLY EXCLUSIVE PACKAGE Adweek takes a look at Atlanta with a focus on brands who thrive there, how they’ve become the world’s third largest TV/film production destination, and INTRODUCING, The 20 Rising Brand Stars of Atlanta. APRIL 17 TV Upfronts Preview Coming soon to your screen – What TV’s top…

Linda Boff CMO / GE By now the idea that GE experiments with and adopts new technologies and platforms early on is a relatively well-known fact. The company has pushed its digital industrial storyline—a 125-year-old company built to run like a startup—to the world for quite some time now. GE has only continued to deliver on that mission statement since Linda Boff took over as CMO of the company in September 2015. She’s consistently taken GE’s marketing to the next level by jumping into new platforms and tech early—from virtual reality to Snapchat Stories. No matter the platform, Boff wants to make sure the brand is finding human and unexpected ways to connect with people. “ I want our brand to be the best,” Boff explains. “This may sound corny,…

The world’s largest beer company is seeking new partners to lead its global media buying and planning business after merging with its main rival, SABMiller, in a $100 billion deal late last year. All six major holding companies have been invited to participate in the A-B InBev pitch as the company looks to slim down its current eight-agency roster. A spokesperson told Adweek it has not yet determined how many shops will handle media duties after the review. MediaLink will consult in the review, with MediaPath handling audit duties. WPP’s MediaCom has been media AOR for A-B InBev in the U.S. since late 2014. —Patrick Coffee…

When I started at Procter & Gamble, my first job was in a group called AP/DO, otherwise known as “deodorant” to normal people. I was on the Secret Brand Team where I found myself in the middle of the deodorant wars between P&G (Secret and Old Spice) and Unilever (Dove, Degree and Axe). It was a “battle” that both sides took seriously, leading the head marketer at Unilever to have a P&G-branded doormat outside his office and for Degree to buy a billboard that mocked our Secret advertising right outside the P&G company cafeteria. Talk to anyone that grew up in the world of brand marketing and they will tell you similar big brand war stories whether it is Coke vs. Pepsi, Crest vs. Colgate or Ford vs. Chevy. Competition…

THE OWNER Professional players—in this case Logan Morrison—get their names stitched onto their gloves, but with Rawlings’ customization option, any buyer can, too. THE LOGO Rawlings has been around since 1887, and its scripted white letters on a red background are among the most easily recognized brands in athletics. THE WEB It’s known as the heart of the glove, and Rawlings has 19 styles of them, including this single-post double-bar first-baseman’s design. One day in 1920, a man named Bill Doak stopped in to the Rawlings sporting goods store in St. Louis and changed baseball forever. Doak was a pitcher for the Cardinals, a team that the Rawlings brothers, George and Alfred, had been fitting out with uniforms and baseballs since 1907. Like all players, Doak’s non-throwing hand wore the…

The Senate voted to strike down a rule created by the FCC during the Obama administration that regulated the conditions under which telecommunications carriers could share information about customers and laid out a protocol for companies to disclose information about data breaches. If the resolution passes the House and is signed by President Trump, internet service providers like Verizon, Comcast and AT&T could sell the user data of its customers to third parties, or use the information to sell advertising, without seeking express permission from its customers. The resolution also prevents the FCC from implementing similar privacy regulations in the future. —Corinne Grianpol…

“Brand safety” became the global ad industry’s hottest buzzword in March as a string of major advertisers such as AT&T, Verizon, The Guardian and J&J announced plans to pull all video and text ads from YouTube amid disputes over messaging running alongside videos supporting ISIS and other extremist groups. In a parallel case of brands scrambling to avoid any potentially controversial content, hundreds of companies have recently stated that they will stop placing ads on Breitbart News Network thanks, in part, to an effort by ad industry veterans working to curb its influence in the months since the election. These rogue marketers may operate anonymously, but big brands and their media agency partners are listening. The property, founded by former Drudge Report editor Andrew Breitbart 12 years ago, has become…

1 BE AUTHENTIC IN EVERYTHING YOU DO Absolut prides itself on being a brand that has “always believed in talking to consumers regardless of boundaries or geographies or sexual orientation,” explained Guastaferro. That’s been apparent in earlier campaigns, so the brand’s “Refresh the Talk” components didn’t feel forced or out of place—but rather authentic. 2 GO BIG OR GO HOME Absolut didn’t simply roll out an ad for the new product or even have a major presence at the biggest music awards show. The team at 360i thought of ways to have the product pushed out on all fronts. “We didn’t want a situation where a competitor could come in and do some guerilla marketing,” said Daly. “We wanted to block them out from every touch point that mattered.” 3…

“Art used to be science, and science used to be art,” explained Ashley Baccus-Clark. For the past seven months, Baccus-Clark has worked at the intersection of those subjects as a speculative neuroscientist for Hyphen-Labs, a 3-year-old collective of women of color that uses both science and art to create experiences with an eye on social issues. Baccus-Clark originally trained as a molecular biologist with a focus on stem cell research; eventually, she shifted her focus toward retail marketing solutions, joining Warby Parker. Last summer, while working at the company’s headquarters in New York, Baccus-Clark described how, within a short time of one another, “two unarmed black men were shot and murdered.” At the time, she was living with her friend and Hyphen-Labs co-founder Carmen Aguilar y Wedge. Lacking a space…