Adweek September 4, 2017의 목차

‘Every time slot that we have ... has to deserve to be aired.’Carlos Schroder, CEO, Globo Network At Globo TV, they like to say that every day is a Super Bowl. The expression has nothing to do with sports—instead, it refers to the fact that a staggering 100 million people watch the Brazilian network at some point throughout the broadcast day. “We have a population of 200 million,” said Globo Network CEO Carlos Schroder. “So half the country [watches] Globo on a daily basis.” At any point during a 24-hour period, Globo has a 50 share of the country’s audience, according to Kantar-owned Ibope Media, giving it a commanding lead over its four commercial TV competitors. For Schroder, a 33-year veteran of the network who was promoted to CEO five…

THE CHALLENGE Consumers spend up to three hours a day—69% of their total digital use—on mobile. We had questions about where they spend all this time: 1 How does usage of mobile web and mobile apps compare? 2 How does in-app web browsing compare to native mobile web browsing? 3 What content categories are consumers reading in-app? 4 How do apps contribute to overall mobile web usage? METHODOLOGY MOBILE CONSUMERS across the nation COLLECTION METHODS passive behavior tracking panel + attitudinal survey PLATFORMS web (Safari) and app (Facebook) STRENGTH IN NUMBERS Mobile web has the advantage in reach, and only gets stronger when you add Facebook WebKit viewing. And though users spend more time on Facebook per day, mobile web sessions are nearly 2x longer. MOBILE WEB 5.34MIN PER SESSION…

Half a billion professionals use the social network. Microsoft acquired LinkedIn for $26 billion. Users publish 100,000 new articles a week. 6 million impressions per month When Microsoft announced it was acquiring LinkedIn for $26 billion last December, the tech world responded with a collective “Huh?” Why did the enterprise software giant want LinkedIn so badly, and why was it willing to pay so much? Did Microsoft have a secret plan to turn the social network for business professionals, which lost $166 million in 2015, into a moneymaker? Or did it want to embed LinkedIn’s user data into its Dynamics 365 CRM platform and other Office software? Nine months after Microsoft closed the deal, many of those questions remain unanswered. LinkedIn has only just begun to be integrated into Microsoft…

It is humbling to be named, along with so many WPP colleagues, among the 100 People Who Make Advertising Great. Humbling because we merely represent the thousands of people who pour their passion into our clients’ businesses every day. And I must say, it’s satisfying to hear advertising described as great. Because it is. Greater than ever, in fact. We continue to play our role of accelerating economic growth, motivating higher standards of living and giving voice to vital causes. But we do these things with more precision and reach than ever. And the powerful new platforms we use thrive because of our involvement. So thank you for reminding us all to be proud of our industry and the work we do. And congratulations to my WPP colleagues — Jon…

Sound probably isn’t the first thing that comes to mind when you think about branding—maybe you see a logo or a 30-second spot or a pithy tweet—but according to Joel Beckerman, founder of strategic music and sound studio Man Made Music, it’s a crucial factor. “We’ve moved from a communication-focused world to an experience-focused world—and sound is the emotional engine for every one of those experiences,” said Beckerman. “Sonic branding, done right, can help you feel the brand in an instant.” Beckerman would know: He’s the force behind countless instantly recognizable sonic themes for brands (Subway, Allstate), TV networks (HBO, A&E), shows (ESPN’s 30 for 30, CBS Evening News) and even the Super Bowl. One of Beckerman’s recent projects involved the rebranding of AT&T. The communications giant is in the…

As you read this, some 50 million kids are in the process of returning to the classroom and that, believe it or not, brings America’s second biggest shopping season to a close. With the sole exception of the winter holiday season, back to school is now the dominant spending occasion. According to the National Retail Federation, parents and guardians will drop a cool $83.6 billion on supplying the kids for grade school, high school and college this year. It’s an amount that easily dwarfs what consumers spend on Mother’s Day, Valentine’s Day and Easter combined. And for many, that shopping bill hurts. A lot. In fact, 2017 was predicted to be the second most expensive year since 2003 for back-to-school shoppers. According to the NRF, it’s better than a 10…

P&G’S MARC PRITCHARD, PLUS CMOs FROM UNILEVER, J&J, BANK OF AMERICA AND CHASE, TALK TOUGH ON AD TRANSPARENCY—AND THE DUOPOLY IS LISTENING.BY LAUREN JOHNSON Those figures explain why it is that every agency, platform and digital media player has been on high alert since Procter & Gamble chief brand officer Marc Pritchard, who holds the strings to the conglomerate’s $2.4 billion annual U.S. advertising purse, threatened to yank his company’s spend if they fail to address the growing mess of issues in digital advertising like fraud, brand safety and transparency. This past January, Pritchard raised more than a few eyebrows when he laid out an elaborate, five-point mandate during a speech at the Interactive Advertising Bureau’s annual leadership meeting in Hollywood, Fla., essentially giving all of P&G’s digital advertising partners—namely,…

1 THE MORE, THE MERRIER Marc Goldberg, CEO at Trust Metrics, says that while the Facebook newsfeed can become annoying when you accept too many “friends” on the platform, LinkedIn becomes an increasingly beneficial network as your audience grows. “Junior people eventually become senior people,” he explains. 2 BUILD YOUR FOLLOWING EARNESTLY “Don’t reach out to connect and then ignore the acceptor’s request to chat or connect further,” remarks Tom Morrissy, president and founder of Morrissy & Vine Advisory. “[That’s] a real douchebag move, which is why I don’t accept blind invitations anymore unless there is a specific business purpose.” 3 REMEMBER WHO’S THE BOSS “It’s important to consider that once you’ve identified yourself as an employee of a company, you become a brand ambassador,” says Robyn Hannah, senior director,…

RICHARD WARD CHAIRMAN & CEO 22SQUARED SARAH HOFSTETTER CEO 360I JASON NORCROSS PARTNER, EXECUTIVE CREATIVE DIRECTOR 72ANDSUNNY ANDREW GRAFF CEO ALLEN & GERRITSEN KAVON JOHNSON ART DIRECTOR ANOMALY MADONNA BADGER FOUNDER, CCO BADGER & WINTERS GERRY GRAF FOUNDER BARTON F. GRAF BENNETT D. BENNETT COPYWRITER BBDO CHRISTOPHER VEGA CREATIVE RESIDENT COPYWRITER BBDO ANDREW ROBERTSON PRESIDENT & CEO BBDO WORLDWIDE DAVID LUBARS CCO, BBDO WORLDWIDE CHAIRMAN, BBDO NORTH AMERICA SARAH WATSON CHAIRMAN, BBH NY GLOBAL CHIEF STRATEGY OFFICER, BBH MICHAEL LEBOWITZ FOUNDER & CEO BIG SPACESHIP ED COTTON CHIEF STRATEGY OFFICER BUTLER, SHINE, STERN & PARTNERS JUSTIN ADU ASSOCIATE CREATIVE DIRECTOR OF DIGITAL AND SOCIAL MEDIA CAROL H. WILLIAMS MARIANNE BELLORIN STRATEGIST CO:COLLECTIVE ROSEMARIE RYAN CO-CEO & COFOUNDER CO:COLLECTIVE CHRISTINE FRUECHTE CEO COLLE+MCVOY DAVID ANGELO FOUNDER & CHAIRMAN DAVID&GOLIATH WENDY CLARK…

One outgrowth of the ever-longer and costly supply lists is the growing popularity of school-supply services. Companies like EduKit, School-Pak and SchoolKidz (owned by Staples) will source everything on a kid’s list, assemble it into a “kit,” then deliver it. Though cost savings is a motivator for many parents (and the selling point for many services), time savings is a draw, too. Ask Mike Meadows, whose 1st Day School Supplies expects to provide 6 million items in a thousand schools by next year. “When you look at the hassle of back-to-school shopping,” he said, “convenience is the driver. This is an extremely complex process.” Meadows’ company doesn’t offer cut-rate supplies, but he will cut the time parents spend in stores. “What people are buying from me is the opportunity to…

From fashion and beauty to home design and wellness, female-centric brands are a natural fit for sponsored content. Lucky for them, most women—87 percent, to be exact—see branded content in a positive light, according to an Influenster survey of nearly 13,000 U.S. women across Generations X, Y and Z. Among the study’s finds: Authenticity rules. “[Consumers] prefer content featuring real people way more than celebrities, so align your content creation accordingly and keep it real,” advised Influenster co-founder and president Elizabeth Scherle. It’s also worth noting that how and where women prefer their branded content can depend on age group. “Facebook is clearly a Gen X favorite, while YouTube is undoubtedly the choice platform for Gen Z,” said Scherle. “It’s important to adjust your strategy accordingly to be relevant to…

Marc Pritchard’s latest ultimatum on ad transparency, set to be delivered at the Dmexco conference in Cologne, Germany, will come only days after WPP chief Martin Sorrell acknowledged in an Aug. 23 earnings call that the holding company had experienced “a tough first half,” cut 2017 growth estimates to almost zero, and saw stock prices fall accordingly. That’s no coincidence. Sorrell referenced “political and economic volatility” and “Trumponomics.” But statements from both WPP and Havas blamed reduced spending from CPG clients, while some analysts suggested that Omnicom had avoided some of the pain due to a lesser reliance on that industry. “Trust is down, and that’s a big deal,” notes Gerry Preece, an agency consultant who spent more than 20 years at P&G. “I am stunned by the number of…

To celebrate its centennial, the 4A’s has named 100 People Who Make Advertising Great, recognizing a diverse and distinguished group that represents the best of the industry, across all levels and disciplines. The group will be fêted at the 4A’s 100th Anniversary Gala, a benefit for the 4A’s Foundation, on September 27 in NYC. This is the last of four issues where we’ve revealed the list: Exceptional professionals, industry leaders and rising stars who are leaving their mark—from creating great work and driving great culture to inspiring greatness in others. Open to all employees of U.S.-based agencies and industry associations, hundreds were nominated by their peers, associates and colleagues. The final list was selected by an esteemed panel of 13 industry players who also represent diversity of experience. View the…

THE NAME Crayola sells 120 different colors, most with names like Red Orange that are easy to decipher. Others, like Timberwolf, less so. THE WRAPPER Despite having 120 colors, Crayola uses only 12 different colors of wrappers. They’re made by another vendor of vat-dyed construction paper. THE PITH Though Crayola guards its recipe closely, the main components are pigment and wax, which holds its shape and is easy to sharpen. As global executive creative director of design firm Jones Knowles Ritchie, Tosh Hall has one of the most coveted design jobs in the world. But though Hall holds two college degrees and experience drawn from stints at Revlon and Landor, his education actually began when he was a toddler—with crayons. Seeking to encourage her son’s creative proclivities, Hall’s mother not…