Adweek June 22, 2020의 목차

Buying glasses has traditionally followed a predictable flow. Following an optometrist appointment, patients speak with an often commission-incentivized optician about which frames and lenses to spend up to $400 on. In the 2000s, direct-to-consumer companies like Warby Parker, Zenni Optical and others disrupted the typical customer journey by streamlining the process and selling prescription glasses online at a fraction of the market price. Online eyewear sales have continually outpaced the growth of in-store retailers and more brands have entered the market. While ecommerce occupied around 10% of the eyeglass market share in 2019, the novel coronavirus pandemic forced brick-and-mortar stores to close, ushering in a new landscape for consumers. Since March, DTC glasses retailers have seen huge spikes in sales. Research from trade association The Vision Council shows that online…

Just four months ago, the Interactive Advertising Bureau heralded an overhaul of its annual Digital Content NewFronts slate, which it was calling the “new NewFronts.” But the IAB had no idea just how “new” this year’s event would become. In mid-March, Covid-19 shut down the industry, and the annual event went virtual soon after and then was postponed nearly two months, from the week of April 27 to this week, a delay that resulted in a significant overhaul of this year’s lineup. In turn, we’ve morphed the annual Adweek NewFronts roundtable this year. Instead of assembling the group as usual at Adweek’s HQ, we asked a number of execs to weigh in remotely about this wild year: David Cohen, president, IAB; Jim Keller, vp, national ad sales, Hulu; Pamela Drucker…

Just as companies stepped up to help socially distanced high schoolers with virtual proms and graduation ceremonies, they’re doing the same for Pride. Seltzer brand Bubly is asking people to submit short videos of themselves marching to create a virtual version of the annual parade celebrating LGBTQ people. Condé Nast’s them. is hosting Out Now Live, an educational and entertaining night of stars. And to make up for the shortfall in donations to LGBTQ nonprofits this time of year, P&G is sponsoring a star-studded concert on iHeartRadio, while Jack Daniel’s enlisted drag queens to tap into the phenomenon of mukbangs.…

Covid-19 has affected everyone, but some groups have been more negatively impacted than others. Beyond health indicators and the factors that seem to affect its severity, socioeconomic inequality is as consistent with the novel coronavirus as it is with job security. Research shows that the trans and gender nonconforming (GNC) communities are more affected by the virus, especially people of color within these groups. The way inequality and power structures work, those in minority groups are often the most vulnerable, including during major disasters and pandemics. As such, the LGBTQ community finds itself in a precarious position on many levels. But adversity often inspires creativity, community and action. Though Pride festivals around the world may be splintered, Covid-19 has brought our community together in new ways. BEING QUEER AND ONLINE…

Since the novel coronavirus hit the U.S., it has clearly disrupted not just advertising but every facet of normalcy. As people have worked from home and sheltered in place to avoid spreading the virus, they have also changed their internet browsing habits. Getty Images shared some recent keyword trends starting from mid-March when the virus took off in the U.S. The data in this specific study compares April 2020 to April 2019 searches, showing that consumers are looking for imagery to reflect their current situation. Images for “social distancing” are over 72,000 searches, searches for “virtual event” amount to over 12,000, and “working from home” and “exercise at home” tally over 3,000 searches. Two of the newest and most significant terms, according to Getty Images, were “social distancing” and “virtual…

Adweek Education Institute for Brand Marketing™ A complimentary interactive program for marketers designed in collaboration with IBM Watson Advertising and Adweek. Join today to get started at adweek.com/ibm Adweek Video Series Top of Mind The industry’s top CMOs and brand officers sit down with Adweek to share what’s Top of Mind. Tune in at adweek.com/topofmind #AdweekTogether Live discussions on working through the coronavirus crisis, together. adweek.com/together How S#it Works Experts take on the biggest industry trends and explain how they work. adweek.com/howitworks I’m With The Brand Explore the exhilaration and exhaustion of brand building with founders and funders. Check it out at adweek.com/imwiththebrand Adweek Presents: The Way Forward A weekly Adweek Pro member exclusive video series focusing on how brands are quickly adapting their businesses. adweek.com/thewayforward Adweek Webinars Adweek’s webinars…

Is America still in the 1960s? A passion project video by a trio of creatives at 72andSunny—Jon Krippahne, Justin Joo and Alex Brueggeman—shows how the civil rights movement is playing out all over again. In the two-minute film, set to Michael Kiwanuka’s Black Man in a White World, imagery from 60 years ago plays next to today’s civil action, including the retaliation by police and authority figures. The striking juxtaposition shows that inaction on racism has led to history repeating.…

For beauty brands, which depend on consumers testing lipsticks and mascaras by applying them directly to their face, the notion of a contactless, socially distant future presents immediate obstacles. It’s not like the pandemic hasn’t brought a bundle of new challenges for the industry already. With store closures and fewer people concerned about wearing makeup in quarantine, Estée Lauder Companies reported that sales were down 11% during the first quarter of 2020. L’Oréal experienced a 4.3% decline. Thankfully, beauty brands have been experimenting with digital alternatives for the past few years. Their current task is to make these efforts the primary way customers sample products prior to purchase. So far, things are off to a promising start. Since the Covid-19 outbreak, Ulta Beauty’s virtual try-on tool GLAMlab, which the retailer…

CALLEN The Austin, Texas, shop crafted an “Imagination Needs Fuel” campaign for Clif Bar promoting the brand to parents. CARTWRIGHT Keith Cartwright’s agency made a big splash with its debut “The Choice,” a powerful spot for P&G created in collaboration with Grey, calling on viewers to commit to antiracism. DAVID Some of David’s most high-profile work is for Burger King, a brand never afraid to pursue bold ideas. Most recently, David collaborated with Swedish agency Ingo and Publicis Groupe on the “Moldy Whopper” campaign. THE&PARTNERSHIP The agency’s “Read Yourself Better” was the first widespread brand campaign for The Wall Street Journal. The effort, which took about a year to develop and included a broadcast spot and OOH ads around the country, saw the publication briefly drop its paywall.…

You’ve already put in the hard work, gain the recognition you deserve. Honoring Agencies and Marketing Service Providers, large and small, who have achieved significant growth over the past three years (2017-2019). Start your submission today at adweekfastestgrowing.com (Deadline: 6/22) Honoring the best in outdoor and out-of-home advertising. We may be in our homes now, but we can still celebrate the most innovative, creative and strategic out-of-home advertising. Enter today at adweekoohawards.com (Deadline: 6/22) Honoring the best brand-side marketing teams in the business. Now accepting entries for best brand-side marketing team efforts across over 30 categories, from print to cause-related initiatives to partnerships. Where does your brand’s team shine? Submit your stars at brandweekconstellationawards.com (Deadline: 6/29) Celebrating the year’s most creative media plans and executions from around the world. For…

Live Voting Open 6/16 - 7/1 Don’t miss Adweek NexTech July 27-July 30, to explore the future of video convergence, ATV and CTV. Save your virtual seat. The first round of voting is in and the finalists have been selected for our second annual Adweek Readers’ Choice: Best of Tech Partner Awards. Now the power is in your hands to recognize the top ad-tech and mar-tech providers. After all, that’s why we call it “Reader’s Choice.” Tell us who you think rises to the top by going to Adweek.com and voting. You can vote once every 24 hours until polling closes on July 1, 2020. The winners will be officially announced on July 27, 2020, and celebrated on July 30, 2020, during our NexTech virtual event. 1. Demand Side Platform…