Adweek Nov-09-15의 목차

Attention Trekkies: The latest classic TV show to get the reboot treatment is—you guessed it—Star Trek. CBS, which owns the original Star Trek series, announced last week that it’s developing a new version set to debut in January 2017. But there’s a catch: While the show will premiere on CBS, subsequent episodes will only be available on the network’s online streaming service, CBS All Access, which requires a $5.99 per month subscription. In an earnings call, CBS president and CEO Les Moonves explained that the decision to go streaming-only is intended to help All Access stand out in a crowded field. “There’s about a billion channels out there, and because of Star Trek, people will know what All Access is about,” he told reporters.…

Each year, a few familiar touchstones mark the passage of fall: trees shedding their leaves, the end of Daylight Saving Time and the ritual cancellation of broadcast’s lowest-rated new shows. Yet for the first time in more than 15 years, the networks made it to November without pulling the plug on a single new series. Several freshman shows are rating a paltry 0.6 or 0.7 in adults 18-49, but instead of cancelling them as usual, networks are keeping them on the air and reducing their 13-episode orders. Fox trimmed Minority Report’s count to 10, while ABC did the same with Blood and Oil. NBC cut Truth Be Told’s order to 10 and took The Player down to 9. How did cancellation become a verboten word this fall? Several network execs…

Want to land an agency gig using Snapchat? Alan Cutter, CEO of recruitment firm AC Lion, whose clients include WPP and Horizon Media, has some advice on how to make every post count: THERE IS NO CHANCE FOR A SECOND IMPRESSION “This isn’t iMovie or a text resume that you can edit, perfecting each shot or word,” said Cutter. “Have a well-thought-out blueprint.” KEEP IT VISUAL Make a Snapchat Story by taking pictures of the work you’re most proud of, to show employers what you can do. “If you have a project you worked on, a deck or a clip, use it,” said Cutter. “Show your best slide, your biggest win.” SWEAT THE SMALL STUFF Little details, like paying attention to the background of a video, are crucial, said Cutter.…

Selecting the Adweek 50 each year gets progressively harder simply because the businesses we cover are increasingly fragmented and nuanced—making it more complicated to identify those who really stand out above their competitors in delivering gains for their C-suites bosses and boardrooms. What follows is the result of our months-long search for that talent and the debate about their inclusion and ranking on the “50.” The list, like everything else in our world, is trending digital, so it’s a little ironic, then, that our top selection is the CMO of one of the oldest and most popular draws in media: pro football. But National Football League CMO Dawn Hudson embodies all the ways in which it has modernized its game: taking a potentially crippling fumble like domestic abuse among NFL…

11.9 Adweek 50 50 muscle men and women in advertising, marketing, media and tech who are indispensable to their organizations and key to keeping the wheels of the business spinning. 12.7 Agency of the Year A celebration of the best and boldest global, U.S. and digital agencies of 2015! SPECIAL SECTION EMAIL MARKETING GUIDE 11.16 The L.A. Issue An inside look at the most fascinating mix of celebs, entrepreneurs and execs behind the scenes and on the front lines in L.A. 12.14 Adfreak Issue A look back on 2015’s best and worst in advertising, branding and design! Featuring ADS OF THE YEAR THE YEAR IN REVIEW 11.30 Hot List Issue A salute to the editors’ picks of the supernovas of print, TV and digital. SPECIAL SECTION AUDIENCE TARGETING GUIDE…

THE SPREAD It’s a simple blend of sugar, palm oil, hazelnuts, cocoa, milk, whey, lecithin and vanillin—yet imitators, try as they might, have failed to duplicate it. THE JAR Called the Pelican for its resemblance to fountain pen ink jars, Nutella’s container has a wide mouth for dipping and a distinctive modified Helvetica label. THE GUILTY Nobody really wants to think of it, but just two tablespoons of Nutella contain 200 calories, 21 grams of sugar and 11 grams of fat. Sorry to spoil your breakfast. Spread ‘em Prior to Nutella, chocolate was seen as a dessert-only food. But the Ferreros’ inspired marketing—which often showed a mother putting the paste on bread—transformed the treat into a breakfast item. In March 1995, readers of The New Yorker happened across a Talk…

When Connie Anne Phillips returned to Condé Nast to serve as Glamour’s publisher and chief revenue officer, it was a homecoming of sorts. After a 14-year career at Vogue, Phillips left Condé for a four-year stint at InStyle before rejoining in 2013 to assume the top sales position at Glamour. She didn’t have long to settle in before the office moved downtown to One World Trade Center. With a new blank canvas, Phillips was meticulous and thoughtful in curating a space that would make her feel happy. “The idea was to create a chic space with a sense of happiness and warmth,” she said. “I wanted to look around the office and see things that make me happy, such as the trunk, a picture of my sister’s French bulldog, my…

A Senate oversight report found that $6.8 million in taxpayer-funded marketing contracts between the U.S. Department of Defense and professional sports teams since 2012 have included “paid patriotism” events (e.g., military-family reunions, showing troops on the Jumbotron). Three NFL teams—the Atlanta Falcons, New England Patriots and Buffalo Bills—were the biggest beneficiaries. Since uncovering the practice, the DoD has banned it, and the NFL has told its teams to not accept payments for patriotic tributes.…

With attention shifting from Facebook and Twitter to social darling Snapchat, some agencies are hoping to turn their ephemeral posts into recruitment and new business opportunities. Havas Chicago this week kicks off the second iteration of its Snapchat recruitment program for interns, calling on job seekers to create social media campaigns from among seven causes, from fighting hunger to ending gun violence. The winner will get a 10-week internship and the chance to lead an agencywide initiative supporting the cause they pitched. The push for digital-savvy talent underscores Havas’ desire to stay abreast of new technology and remain part of a social conversation that is increasingly led by influencers. “If you want to speak to a millennial audience, hire millennials to create the content for you,” said Jason Peterson, chief…

Specs Current gig Chief operating officer, Huffington Post Previous gig General manager, international, Huffington Post Age 27 What’s your day-to-day look like? The last thing I do every evening is decide what the handful of top priorities for the next day are. There will always be a million things competing for time and attention, but I anchor my day by having a clear head on what’s most important and how to make really substantive progress on each. I also focus on both our U.S. and international businesses—they are each in different stages of evolution, and have very distinct needs. The U.S. business is a behemoth—and there are huge initiatives in distributed content, audience and tech/product that demand enterprisewide hustle. The international business is a collection of startups around the world,…

Specs Age 51 Claim to fame Stars as Nelson Clay on the new Esquire drama series Spotless (premieres Nov. 14 at 10 p.m.) and as Mr. Bates on Downton Abbey (final season begins Jan. 3 on PBS) Base London Twitter @brendancoyle99 What’s the first information you consume in the morning? I wake up in the morning, put on BBC Radio 4, and get the news. If I’m at home during the day, I put on Radio 6, which is hosted by people like Guy Garvey, the lead singer of Elbow. They have great music. I’m a news junkie, but it sort of makes me unhappy given the state of the world, so I’m trying to just let that go a bit. Tell us about your social media habits. I am…