Adweek Sep-14-15의 목차

Steve Jobs famously dissed the stylus—a staple accessory for PDA devices, which were popular in the late 1990s and the early aughts—when he introduced the original iPhone in 2007. So the Twittersphere was practically on fire when the late Apple chief’s Cupertino, Calif.-based firm last week introduced the iPad Pro—with what? A stylus, of course. Called the Apple Pencil, it lets designers perform detailed creative work if they pony up $99 for the tech instrument. The company also debuted the iPhone 6S and 6S Plus, which involve 3-D and video enhancements, while it announced new partners like MLB, HBO and Gilt for Apple TV.…

The Clio Awards announced that it will honor DDB chairman emeritus Keith Reinhard with its 2015 Lifetime Achievement Award later this month. Reinhard, who was inducted into the Advertising Hall of Fame in 2007, was one of the architects behind the three-way merger that led to the formation of Omnicom in 1986. He is also responsible for the merger of Doyle Dane Bernbach and Needham Harper Worldwide that created DDB Worldwide, where he served as CEO for 16 years.…

Over the last decade, Doritos’ “Crash the Super Bowl” contest became a staple of Super Bowl advertising, offering anyone with an idea and a camera a chance at the big leagues by making his or her own 30-second spot. But the PepsiCo brand is putting the contest to bed with what it is calling its “most audacious” effort yet. For the 2016 Super Bowl, contestants have the chance to win $1 million and the opportunity to work with Zack Snyder, director of 300 and Man of Steel, whose latest film, Batman v Superman: Dawn of Justice, will be released next March.…

Forty years after launching Saturday Night Live, NBC’s mantra this fall seems to be Every Night Live. The network, hoping to stay No. 1 this season in adults 18-49, will try to entice audiences with live programming on five different nights: Sunday (Sunday Night Football), Monday (The Voice), Tuesday (The Voice and Best Time Ever With Neil Patrick Harris), Friday (Undateable) and Saturday (SNL). “Live is always potentially more exciting, and it happens to dovetail with the challenge we have to compel people to watch shows when we put them on,” said NBC Entertainment chairman Robert Greenblatt. “I think it’s more compelling to the audience to come to a show that’s live, and it’s vital to keep trying to make the shows really appointment viewing” as viewers increasingly watch television…

You’re Tumblr’s first CMO. Why is there a need for one now? Tumblr did a tremendous job of growing its audience organically over the years. Right now we’ve just been building incredible momentum, and adding the marketing focus will help us tap our potential overall and help fuel our growth. What does your day-to-day look like? I’m about five months in. The first three months or so were about listening and learning—getting to know everyone at Tumblr and our partners, and gaining a deep understanding of our audience. And in the last month or so I’ve shifted that time to start to understand and build our team to execute against that strategy and dive into what we’ll be doing as we go forward. From a day-to-day I also spend a…

THE ANTENNA This appendage signifies Snoo as a time/space traveler. Reddit’s Ohanian has said a mascot from the future would assure his startup would last. THE PRIVATES Snoo has no gender because, Ohanian believes, aliens do not need one. “The sex life of the future isn’t very alluring,” he said in a 2008 interview. THE EYES Despite Snoo’s many variant features, the red eyes are a constant and help to identify it. For the record, the eyes are always the #ff4500 shade of orange-red. This is the story of how a bored college kid let his mind wander in class and wound up changing the world. Wait—haven’t we heard this one before? You bet we have. Steve Jobs, Bill Gates, Jack Dorsey and Mark Zuckerberg—all were bored college kids who…

As the CEO of 360i, an agency known for playful, viral campaigns—Oreo’s “Dunk in the Dark” during Super Bowl XLVII immediately comes to mind—it stands to reason that Sarah Hofstetter’s office has its share of fun, quirky finds. Filled with toys and trinkets collected throughout her career, plus various awards, her downtown New York digs show that running a large digital agency doesn’t mean you can’t have fun. “I obviously spend a lot of time there,” said Hofstetter, “so I need it to be my home away from home—which is good because my colleagues are really my extended family.” And her office really does feel like home. In one corner, the Adweek 50 alum keeps a kosher kitchen, while across the room sits a pair of cozy sofas. In outfitting…

PRESENTING PARTNERS GSD&M; Omnicom Group DIAMOND Adweek; Diageo PLATINUM Apple; DAS Group Of Companies; Google; St. John & Partners; Wieden+Kennedy GOLD BET Networks; BBDO; Bing; DDB Worldwide; Deutsch, Inc.; Digitas LBi; Facebook; Leo Burnett; Saatchi & Saatchi; the STUDIO SILVER Edelman; TBWA\ Worldwide SUPPORTING Apple Music; Ogilvy & Mather; OmnicomMediaGroup; One Solution; Publicis Groupe; Publicis Kaplan Thaler; Twitter CORPORATE & COALITION MEMBERS The American Advertising Federation; The Advertising Club of NY; 4A’s; GLAAD; GTM; The One Club; StickyDocs PREFERRED PARTNERS Adrianne Lipscomb Graphic Design; Akande Music; DDB Studio 8; GSD&M; Margarita Corporan Photography; Slate PR; Stamp Event Management: So We Gather Productions (SWEG); St. John & Partners; the STUDIO; TAG | The Ansah Group…

9.21 Invention Issue Project Isaac winner showcase — hailing the stand-out inventions in media, technology, marketing and advertising. Featuring FALL TV PREVIEW 9.28 Advertising Week New York A complete run down of what not to miss at the industry’s biggest meeting of the minds SPECIAL SECTION SOCIAL MARKETING GUIDE 10.5 Young Influentials Twenty-five up-and-coming superstars from media, marketing and tech — all under 40 years old, and blooming fast. 10.19 Brand Genius Issue Honoring the year’s boldest and brightest brand marketers. 10.26 Ad Tech Issue All the “need to know” data on the latest developments coming out of the ad technology sector, including who’s doing what and who’s doing it the best. Featuring HOT LIST FINALISTS 11.2 Adweek 50 50 muscle men and women in advertising, marketing, media…

Stephen Colbert made a big splash in his hugely anticipated debut as CBS’ new Late Show host on Sept. 8, trouncing NBC’s The Tonight Show Starring Jimmy Fallon and ABC’s Jimmy Kimmel Live combined in both total viewers (6.55 million) and adults 18-49 (a 1.4 rating). While Fallon resumed his usual late-night dominance beginning with Colbert’s second night, CBS is still thrilled with Colbert, who is drawing a younger, more advertiser-friendly audience than predecessor David Letterman (median age of the Colbert Report’s audience was 42 last year, a full 18 years younger than Letterman’s Late Show median age before he stepped down in May) and is embracing brands in a way that his predecessor never did: Colbert’s opening show featured a witty integration with Sabra hummus.…

National Geographic’s 127-year run as a nonprofit organization is about to come to an end. In exchange for $725 million, the company will expand its existing partnership with 21st Century Fox—which currently includes National Geographic’s TV channels—to create a new, for-profit joint venture encompassing all of NatGeo’s media properties, including magazines, books and maps. Fox will own 73 percent of the business; however, the companies will have equal board representation.…

The 2016 presidential race is inherently different from the 2012 contest, and not just because there’s no incumbent. Early campaigning on social media has never been so intense, with candidates turning to Twitter, Facebook and Instagram to engage supporters who are getting unprecedented access to White House hopefuls. “Now, candidates have a presence on a whole breadth of platforms with custom content to target that audience, and they are producing unprecedented levels of content—the sheer volume is impressive,” said Marie Ewald Danzig, head of creative and delivery at Blue State Digital, which led digital efforts for the Obama campaign in 2008 and 2012. But it’s not just about the number of followers a candidate has—it’s how he or she employs social. “I think the way to measure this is whether…

Ogilvy & Mather’s decision in June to launch a dedicated LGBT practice, Ogilvy Pride, signals that agencies and advertisers are stepping up efforts to more effectively reach a community whose global spending power is estimated at $3.7 trillion—and as high as $885 billion in the U.S. alone. “The sheer number of brands willing to ‘go rainbow’ in the wake of same-sex marriage rulings is a growing trend,” said Andrew Barratt, head of Ogilvy Pride, which is based in London. “The rise of digital advertising is also a contributing factor to the introduction of Ogilvy Pride inside a mainstream agency. It’s almost as if digital marketing was conceived with diverse audiences in mind” because it generates data to help clients maximize and readily comprehend their return on a very specific investment.…

Rise up. Reach back. Now in their ninth year, the ADCOLOR Awards honor industry professionals of color and champions of diversity and inclusion, with a conference that features innovators and thought leaders. The 2015 honorees are profiled over the following pages, as are the nominees in categories where the winners will be announced at the September 19 event in New York City. The theme of this year’s conference is “Move,” calling on people to act now and do somethng to make a difference. More at www.adcolor.org…

Alison Lou Super Emotional Necklace $3,700 Wear your emotions on your sleeve—or, in this case, your neck—with Alison Lou’s playful emoticon jewelry. The designer, who has a background in cybergraphics, cites “the deceptive simplicity of modern communication” as the inspiration behind her cult collection of handmade baubles. Our favorite, the Super Emotional necklace, is strung with nine different faces made from 14-karat gold with colorful enamel detailing. It’s also a great tool for communicating with friends whose vocabularies have become limited to emojis. Buy it: net-a-porter.com FASHION Back to Cool Public School x Tumi Backpack $495 Just because you’re not headed back to school this fall doesn’t mean you can’t treat yourself to a new backpack. This leather-trimmed number from Tumi’s new collaboration with design duo Public School will ensure…

What’s the first information you consume in the morning? I check my phone. There’s not really one social media app that I go to first. It’s whatever my thumb clicks on—usually Instagram, Twitter or Tumblr. What’s your favorite social media platform? I love Snapchat at the moment. I started out not really understanding the appeal and then got really sucked in. It’s now one of the things I check throughout the day. The moment that they get more than five filters, I’m going to lose my mind. Who do you follow on Snapchat? I follow my friends, and I also really like looking at city stories. I lived in New York for about five years before I moved to L.A., and sometimes when I’m feeling really nostalgic about living there,…

ADCOLOR Futures Alumni ADCOLOR Advisory Board ADCOLOR Board of Directors ADCOLOR Diversity Summit Member Organizations ADCOLOR Futures Class of ‘15 Adrianne Lipscomb, American Advertising Federation Adweek Akash Sen, Saatchi & Saatchi Akintayo Adewole, ADCOLOR Music Director, (’13 ADCOLOR Unsung Hero), Akande Music Alexa Orndoff, St. John & Partners Alyson Ahrns, Slate PR Andy Deaza, SpikeDDB (Mr. ADCOLOR 2015) Annika Maxwell, So We Gather Productions (SWEG) Ashley McGowan, A’13, BING Ayeshia Toy, ADCOLOR Volunteer Co-Captain, GSD&M Ayiko Broyard,#adcolorinLA, Walton Isaacson Bennett Bennett, BBDO Bozoma Saint John, Apple Music Carl Desir, ADCOLOR Advisory Board Chair, A’12, 4A’s Cavel Khan, Twitter Christena J. Pyle, (’12 ADCOLOR Unsung Hero), ADCOLOR Christine Mueller, Omnicom Group Constance Cannon Frazier, (’12 ADCOLOR Unsung Hero), American Advertising Federation Criseli Saenz, ADCOLOR Futures Manager, Omnicom Group Daniel Reitz Danielle…

While Iowa-based Meredith Corp. is known as the publisher of magazines such as Better Homes and Gardens, it was the company’s TV assets that took center stage when it announced last week that it had agreed to be acquired by broadcasting company Media General Inc. in a $2.4 billion deal. The newly formed Meredith Media General will be the third-largest TV affiliate owner in the U.S. “The writer actually called me and said ... ‘I wrote this great story and Jann Wenner screwed it up.’”Donald Trump on his recent rolling stone profile. The writer denies this.…

NBCU executive and former NBC News chairwoman Patricia Fili-Krushel to exit the company. Abbey Klaassen heads from Dentsu Aegis to 360i as CMO. Seth Solomons named North American CEO of Wunderman. Initiative signs Nick Childs as first global CCO. Vice Media hires James Rosenstock as evp, international and corporate development. Daily News executive editor Jim Rich to replace EIC Colin Myler at end of this year. Billboard’s Andrew Hampp joins MAC Presents as vp, brand strategist.…

“A person isn’t who they are during the last conversation you had with themthey’re who they’ve been throughout your whole relationship.” —Rainer Maria Rilke The 20th century economy was all about mass. Mass production, mass media, mass consumption, mass transit. In contrast, the 21st century is focused on the individual. Consumers want a newsfeed with their self-curated stories; their personal queue of content, a private driver via an app. It’s the “me” generation, without the hippies. And for decades, marketers have focused on audience segmentation —segmenting people into groups based on demographics and behavior to deliver more targeted communications. Today, we are quickly moving from mass media to personalized media, which means audience segments are refined and refined until they reach one. It’s what I’m calling Marketing’s Law of One.…

Five months ago, Victoria Fratz was trying to build a social media following, but was having a tough time standing out on platforms like Vine, which had already helped launch dozens of careers a couple of years earlier. That’s when a handful of friends suggested she try out an app called Meerkat, which at the time was beginning to gain traction with a new tactic: Instead of posting bite-size clips, people would live broadcast from wherever they were, often for hours at a time. Intrigued, the 28-year-old Fratz tested it out and knew immediately that her social media aspirations were about to take off. “In one day, I had about three of my viewers on Snapchat say, ‘You have a great presence; we’d like to see you on Meerkat,’” she…

We are truly in a transformative time in our industry. It is time for us to be the change that we create for our clients and consumers. We have created ads that show the new American family via brave brands like Cheerios, Wells Fargo and Honey Maid. Yet the diversity represented in these cultural moments is still scarce in the halls of corporate America. We have proven that #lovewins and helped support the passage of marriage equality. But many are still afraid to show a picture of their same-sex wedding or family on their desks. We have captured the challenges and the triumphs of differently abled sports stars and everyday people. But we are still challenged to create accessible facilities for the most underserved and often ignored part of our…