Adweek May 1, 2017의 목차

If the massive round of layoffs that hit ESPN last week is any indication, the network’s role as “The Worldwide Leader in Sports” is in increasing peril as it continues to battle declining subscription revenue and cord-cutting consumers while shelling out billions of dollars on rights deals with pro sports leagues and college conferences. On Wednesday, approximately 100 employees—primarily on-air talent—were sent packing, many of them announcing the news via Twitter. (Among the more notable names were longtime NFL reporter Ed Werder, former football player and NFL analyst Trent Dilfer, SportsCenter anchor Jay Crawford and baseball writer Jayson Stark.) Since 2010, ESPN has lost roughly 10 million subscribers, according to filings from parent company Disney, including a loss of 2 million in fiscal year 2016 alone.…

Over a decade ago, Mark and Jay Duplass made waves in the independent filmmaking world with their down-to-earth, low-budget approach. Now the brothers behind HBO’s short-lived Togetherness and the upcoming anthology comedy Room 104, as well as films like Blue Jay for Netflix—they’re prolific—are moving into the ad space with Donut, a new Los Angeles-based creative shop that will produce branded entertainment. The Duplass brothers have partnered with ad veterans Nigel Lopez-McBean (Donut’s engagement director) and Charlie Leahy (Donut’s creative director), the team behind Optus’ Cannes Lion-winning work for Netflix: simple, humorous spots featuring Ricky Gervais breaking the fourth wall and talking about why he decided to do the ads, which introduced Netflix to Australia. Lopez-McBean previously worked for brands like Hendrick’s Gin, Citibank, Harley-Davidson and Honda and most recently…

Much like current trends in food consumption, shoppers are placing a higher value on where their clothing comes from and how it’s made. They will even spend 10 to 15 percent more on ethically produced clothing, according to Marshal Cohen, retail analyst at NPD Group. “The younger generation, in particular, is willing to pay for the responsibility factor, because they’re not buying as much stuff in the first place,” Cohen said. “They want to buy things that are good for the environment and are going to last.” Patagonia has been leading the way by encouraging people to repair, reuse and consider the environmental impact of its apparel. In late 2016, it launched re\\\collection, an apparel line made from recycled fabric. “It’s sold amazingly well so far,” said Cory Bayers, Patagonia’s…

If you think the media landscape has been going through a period of disruption, just think about what’s on the horizon: the first truly digitally native generation. It’s no wonder brands—and even entire industries—are looking over their shoulders. Comprising 25 percent of the population today, Gen Z—those born between 1996 and 2011—is larger than Boomers, Xers and Millennials. They’ll represent 40 percent of consumers by 2020, and even though they’re young, they have spending power and influence. It’s an an audience you can no longer afford to ignore. So in case you missed it (ICYMI), it’s time to pay attention. Gen Z has never known a world that wasn’t digital. They were online before they were born, as their parents gave them Instagram hashtags, chronicled their pregnancies on Facebook, and…

When CBS News set out to reinvent its morning show in 2011—after years of frequent hosting shake-ups failed to move the ratings needle— the organization went back to the basics. “The problem with the show we were doing,” said CBS News president David Rhodes, “was that it was a copy of somebody else’s show. We had to do something that was us.” So they cut out cooking segments and concerts, set a round table in the middle of a glass, steel and brick studio—one that eyed the CBS News legacy—and covered the news. Since its launch in January 2012, CBS This Morning, with Gayle King, Norah O’Donnell and Charlie Rose, CBS is the only one of the major morning shows that is consistently adding audience, adding 1.2 million viewers, or…

How things have changed. In the good old days (like, until 2014), virtually all of NCC’s business was in linear television, negotiated on cost-per-points against basic demographic data; digital video was relegated to the fringes of the big ad budgets. Not any more. With the MVPDs’ introduction of big data, micro-targeting capabilities, and vast amounts of content delivered across devices, our digital business is exploding. It’s no longer a debate between TV and digital. It’s a matter of bringing these platforms together to create more effective, impactful and flexible ad campaigns for marketers. Despite the “TV is dying” smoke thrown up by “disruptors,” TV will remain the critical center of the marketing mix for a long time, and its reach and social currency are still unmatched. TV Everywhere—programming consumed on…

THE COLOR Twitter’s signature blue comes from a specific set of color models based on Pantone 2382 C. Twitter permits its bird to be shown in white or blue only. THE EDGES Originally a character, Twitter bird became a silhouette in 2010 and, two years later, designer Doug Bowman based all its lines on a series of overlapping circles. THE BEAK The 2012 redesign rotated the beak upwards, giving a more exuberant look to the logo—but Twitter still prohibits tweeting sounds to be used with the bird. Lots of things made the news on June 6, 2012: the last transit of Venus for this century, the 68th anniversary of D-Day, the arrival of the Space Shuttle Enterprise at its new home at New York’s Intrepid Sea, Air and Space Museum.…

Adweek (USPS 458870, ISSN 1549-9553) is published weekly: 37 times a year with 2 issues in July, August and December; 3 issues in January, February, March, April, June and November; 4 issues in September and October and 5 issues in May. 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) 267-3007. Registered as newspaper at the British Post Office. Canadian Publication Mail Agreement No. 41450540. Return undeliverable Canadian addresses to: MSI, PO BOX 2600, Mississauga, On L4T OA8. Periodicals postage is paid in New York, NY, and additional mailing offices. Postmaster: Send…

Coming from people who make money by creating brand campaigns, wouldn’t it seem counterintuitive that those writers, filmmakers, editors, animators and producers say that a good ad experience is a skippable one? Not really, says James DeJulio, co-founder and CCO of Tongal, a network of more than 120,000 freelance creatives and production companies. “People don’t want to be interrupted, they want to be empowered,” he said of the findings in the Tongal Creator Trends Report 2017. “They’re just saying, ‘If you ask for my attention, which is a big commitment, you better have something worthy to say.’” Tongal polled nearly 500 of its members on what they value in branded content, what its weaknesses are and what they want brands to know. Since the group is “a mix of skilled…

Spectrum Reach will be hosting a NewFront on May 5, its first as a combined company. We spoke with David Kline, EVP of Charter Communications and president of Spectrum Reach, about the company’s plans. Spectrum Reach is the only MVPD doing a NewFront this year. How are you investing to improve TV targeting and performance? There are a couple of ways. The first is programmatic, which to me means infusing lots of data into advertising and then automating the back end to make it easier to buy. We’re bringing that to TV. So we’ll be able to walk into a national advertiser’s office and use audience-based planning tools to show them how to optimize their linear television buys. The second is household addressability, which we’re launching in New York, Los…

Artificial Intelligence may be the most bandied about term of 2017. For consumers, AI is powering everything from virtual personal assistants and real-time translation to GPS navigation and self-driving cars. In business, AI is under the hood of everything from ride-sharing fleets to aerial analysis of shopping malls to credit scoring. Ad and marketing tech, of course, are no exception. As the CMO’s role grows to include everything from ad tech to customer relations and corporate strategy, it becomes clear that unique and valuable insights—the kind analyzed by AI from mountains and mountains of data—are key. “The term AI is really fraught with multiple definitions,” says Wilson Raj, global director of SAS, “but I think what’s really happening is the data revolution.” After all, the explosion of minable data and…