Adweek February 10, 2020의 목차

Never hurting for a marketing dollar, Shaquille O’Neal became Carnival Cruise Line’s chief “fun” officer last spring to coincide with the company’s new tagline, “Choose fun.” “We wanted someone who could work with our team internally and externally,” said Christine Duffy, Carnival’s president. The role sees Shaq appearing in Carnival commercials, hosting its safety videos and even putting his restaurant, Big Chicken, aboard the Carnival Radiance on its first voyage this spring. “Carnival appeals tremendously to the male millennial,” said Alvin Lieberman, marketing and business professor at NYU’s Stern School of Business. “It doesn’t hurt that you see him representing a lot of other products.”…

There are two ways to sell products—your own or someone else’s—on Amazon: directly, under your company’s name, or by selling to Amazon, which sells for you. There’s also a hybrid option in which a brand or seller will offer a set number of SKUs to Amazon and will sell other SKUs on the platform itself. All sellers have to abide by Amazon’s Code of Conduct. Among the stipulations, Amazon sellers must provide accurate information to Amazon and its customers; not misuse features or services; not attempt to damage or abuse other sellers, listings or ratings; not attempt to influence customer ratings, feedback or reviews; and not operate more than one selling account on Amazon without “a legitimate business need.” Amazon also offers services for brands looking to protect their listings…

Well into the second half of Rear Window, Paramount’s 1954 classic directed by Alfred Hitchcock, Lisa Fremont (played by Grace Kelly) and photographer L.B. Jefferies (Jimmy Stewart) are mulling through the evidence that their neighbor Lars Thorwald has murdered his wife. A key indicator: Mrs. Thorwald has vanished from the apartment across the way—leaving behind her handbag. “A woman has a favorite handbag,” Fremont explains, producing her own sleek black bag to illustrate her point. “It always hangs on her bedpost where she can get at it easily. And then all of a sudden she goes on a trip and leaves it behind—why?” It’s a famous bit of monologue, but the bag in the shot is more famous still. It became known as the “Grace bag”—made to this day by…

The most anticipated attraction opening in Las Vegas this year isn’t a resort or nightclub—it’s a shopping complex. Area15 is an upcoming retail and live entertainment venue anchored by interactive art and technology experiences. The 200,000-square-foot site, which opens in April, is a joint venture from real estate development firm Fisher Brothers and creative agency Beneville Studios. Despite retail industry struggles, brands are still investing in nontraditional brick-and-mortar formats. According to a 2019 survey by Kearney, 81% of Gen Zers prefer to shop in stores and 73% like to discover new products in stores. More retailers are using experiential techniques to evolve and compete with online shopping because of this. In January, Area15 announced a partnership with Intel, which will open an onsite production hub to work with artists and…

Google’s decision to become the latest browser to kill the cookie has industry trade groups scrambling to pick up the pieces. The IAB Tech Lab, the research and development arm of the IAB, wants to lead a broad coalition of interests that can come to a consensus about how to continue online advertising. The trade organization, according to sources with knowledge but not allowed to speak publicly, is planning an announcement at this year’s IAB Annual Leadership Meeting—scheduled to take place Feb. 9-11—concerning how the industry will move ahead when it comes to targeting online ads after Google said it would stop supporting third-party ads in its market-leading Chrome browser. Presently, few details are clear, although sources suggest Google is “cooperating” with the trade body, which has convened a working…

UNIFY THE C-SUITE BEHIND THE MOST IMPORTANT C … THE CUSTOMER If you take a second and note just how many chiefs of different functions there are in large global organizations, the question gets begged: How do you unify all of these functions against one common goal and idea? I believe that marketing’s role has always been to be the voice of the customer in an organization. So, how can the CMO role take all of these different organizations and rally and galvanize them around solving the biggest problems and (customer) barriers? I certainly have found that once you put the customer at the center of the conversation, it really motivates, energizes and brings people together. BE YOUR COMPANY’S GROWTH HACKER How do you create the most frictionless access to…

Valentine’s Day shopping isn’t just about material goods anymore. More people are buying experiences to enjoy together with their loved ones. That’s according to mobile commerce optimization platform Button, which also found that many consumers look for gifts immediately before lunch and during the afternoon as a pick-me-up activity. But night owls need last-minute deals, too. During the wee hours, shoppers spend an average of $41, and it’s likely they’re doing that shopping on their phones in bed. “Time spent on mobile is now double the time spent on desktop,” Nicole Silver, vp of marketing at Button, said. “With mobile commerce steadily on the rise, Valentine’s Day is an often overlooked holiday for which many Americans are browsing their smartphones to buy gifts ranging from candy to getaways for their…

When Gwenyth Paltrow announced that her lifestyle brand Goop was throwing a “wellness” conference aboard a celebrity cruise ship later this year, she joined a cadre of content doyennes. Within the last several years, the cruise ship industry has partnered with the likes of Oprah Winfrey and Martha Stewart to create branded content for each mogul’s community. Even though themed cruises are nothing new—see the Nascar Cruise or the Kiss Kruise—Winfrey and Stewart’s cruise partnerships run deeper, with customized programming and excursions, ranging from tailored menus to appearances and swag in the gift shop, each with Winfrey and Stewart’s own touch. And Goop is unique in itself for being a one-off activation event. The cruise industry is expected to carry 32 million people this year, almost double the amount of…

Founded 107 years ago as the Electro-Alkaline Co. with an initial investment of $500 in Oakland, Calif., the firm launched with just one product: Clorox liquid bleach. Horse-drawn wagons delivered the returnable five-gallon jugs of the chemical concoction to clean industrial equipment. The now Procter & Gamble-owned brand has expanded into a slew of other household cleaning supplies with and without bleach. Clorox also has changed its look several times since the company’s inception. CHALLENGE As an older brand facing an evergrowing crowd of direct-to-consumer cleaning competitors popular with millennials and Gen Z, Clorox needed a new strategy to compete. Its new approach had to focus more on sustainability, which is a higher priority for new generations than it was for their parents. Clorox would also need a more relatable…

PRESENTED BY GOOGLE, HINT, THE INFATUATION, THE TRADE DESK AND UBER EATS.…