Adweek May 21, 2018의 목차

Suzanne Scott has been named CEO of Fox News and Fox Business Network. Lachlan Murdoch, chairman of 21st Century Fox and the chairman, CEO of the proposed New Fox, made the announcement on Thursday. Scott will report jointly to Lachlan Murdoch and Rupert Murdoch, 21st Century Fox executive chairman, executive chairman of Fox News and co-chairman of the proposed New Fox. “Suzanne has been instrumental in the success of Fox News and she has now made history as its first female CEO,” said Lachlan Murdoch in a statement. “Her vision and innovation have helped create some of the most popular and lucrative prime-time programs on cable.” Scott has been president of programming since last May, following the departure of longtime programming chief Bill Shine. At that time, Rupert Murdoch also…

1 FINDING OUTSTANDING PARTNERS IS KEY Perhaps the biggest catalyst that led to Red Nose Day’s success in the U.S., according to Scardino, was finding the right partners to work with. Walgreens, for example, was a great fit because of the company’s existing dedication to giving back through its “Everyone Counts” platform that helps Walgreens customers do good in their local communities and around the world. 2 MAKE CORPORATE SOCIAL RESPONSIBILITY FUN, BUT DON’T GO OVER THE TOP It can be hard to see any kind of silver linings when talking about ending childhood poverty. Red Nose Day and Walgreens strive to make giving back as lighthearted as possible, while educating people about the serious problem at hand. Walgreens employees will ring a cowbell “every time a consumer purchases, makes…

ONES AND ZEROES DON’T LIE LIKE HUMANS DO. The internet is a prime example of how an infallible technology butts up against the fallibility of humankind. So it is perhaps unsurprising that the internet, as it stands, is broken. There’s a perverse logic here: The web fulfills the promise of a democratized media where anyone with a keyboard and a connection can change the world, but it also created a digital axiom underscoring the very worst of humanity: Godwin’s Law, which states, “As an online discussion grows longer, the probability of a comparison involving Hitler approaches 1.” How did we reach this point where otherwise good people call other otherwise good people the worst human being ever; where a teen survivor of a school mass shooting is called out as…

Nick Offerman barely speaks in J-B Weld’s first national campaign, created by TBWA\Chiat\Day New York. Luckily, silence is golden. Relying mainly on physical comedy and some stellar facial acting, Offerman amusingly communicates that J-B Weld helps you fix broken stuff real good. Each of three videos has the same setup: The big guy comes across items discarded as trash and patches them up, then returns to rub it in the face of their previous owners. It’s basically a one-joke campaign, but the gags work every time, because they’re extremely well-staged and intrinsic to the brand story.…

‘Parenting offers a diversity of perspective that is great to have, especially in the creative room.’Keesha Jean-Baptiste, svp of talent, engagement and inclusion, 4A’s During stops at renowned shops like Lowe and Partners, McCann and Grey, longtime creative director Erica Fite said she never received the kind of support that working parents really need in order to flourish in the industry. Twenty years ago, she brought her then-5-month-old son on a commercial shoot in Los Angeles so she could breast-feed him. But as she recalled, Fite “didn’t dare” tell her employer or client. “I made my own plan, with my mom meeting me and acting as my on-site babysitter,” Fite admitted. “It was a parenting disaster. I had no creative-director-mom mentors to guide me.” Fite said her client never caught…

One day in 1994, a box arrived at the Texas home of ex-heavyweight boxing champ George Foreman. The package was from an inventor named Michael Boehm, who’d sent his latest handicraft: an electric appliance he called the Short Order Grill. Boehm had shipped the grill on a hunch: He knew the boxer had been known for scarfing down a couple of burgers before his bouts. He also knew that, since retiring from the ring, Foreman had found a new career as a TV pitchman (most recently for Meineke Mufflers). The grill needed a celebrity endorsement; was Foreman interested? Foreman was not. At least, he wasn’t until his wife Joan began using the thing herself. “I’ve tried the grill, George, and I like it a lot,” she told him. “It works…

Well before kids were obssessed with video games, they were playing with these candy-colored, shiny toy cars IRL. Since Hot Wheels’ “Sweet 16” rollout 50 years ago, some 6 billion have been sold. Adweek (USPS 458870, ISSN 1549-9553) is published weekly: 34 times a year with 1 issue in December; 2 issues in July and August; 3 issues in January, February, March, April, May, June 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.…

Buyers descended on New York for the annual upfront week, during which all the broadcasters unveiled their new schedules for the 2018-19 TV season. NBCUniversal and Fox Networks Group made ad load reductions a big part of their respective pitches, ABC welcomed back Jimmy Kimmel for his annual upfront roast and The CW expanded its programming to Sunday nights. But none of the trailers for next season’s new shows generated half as much enthusiasm from buyers as the appearance of CBS Corp. chairman and CEO Leslie Moonves, who received a standing ovation at CBS’ Carnegie Hall upfront as Madison Avenue made it clear which side it is on in Moonves’ legal battle with parent company National Amusements over CBS’ (and his) future.…

Mary Owusu got into the search marketing game right at its start in the early aughts. Growing up, Owusu now the vp and director of analytics and SEO at Syracuse, N.Y.-based digital and PR shop Mower—enjoyed figuring out how to fix broken electronics, leading her to believe she was destined to become an engineer. But when her college introduced a digital media arts program at the end of her freshman year, she changed course and ultimately earned a degree in digital media and an MBA in marketing. Owusu began as an intern learning SEO at telecom One Communications, which required trial and error as she went along because best practices had not yet been established. “I love the SEO side because ultimately, the way we think, [it’s] our desires and…

Each year, the Engage for Good Halo Awards honor corporate social initiatives and cause marketing, showcasing outstanding work. At this year’s ceremony in Chicago on May 23 and 24, Salesforce and Save the Children will receive Golden Halo Awards for overall excellence with other campaigns honored with category-specific awards. For detailed write-ups, go to: www.engageforgood.com/halo-awards. GOLDEN HALO AWARDS SALESFORCE Since its founding in 1999, Salesforce has made giving back a core tenet of its existence, believing that everyone who wants to change the world should have the technology to do so. To back this up, it has pioneered the 1-1-1 model of integrated philanthropy, dedicating 1 percent of equity, 1 percent of employee time and 1 percent of product back into its communities. Today, much of that work takes place…