Adweek January 25, 2016의 목차

Twitter’s stock price has tumbled significantly, falling by around 70 percent during January and dropping 36 percent (at press time) since co-founder Jack Dorsey returned as CEO on Oct. 5. The San Francisco-based social platform faces more competition in the real-time news realm, and investors are worried about its ability to attract more users. But it’s not the only tech firm struggling on Wall Street. Facebook, Google parent Alphabet, Netflix and Amazon have also seen their stock prices suffer.…

Kia released a first look at its 30-second spot for the brand’s new 2016 Optima, which will star Christopher Walken. Steven Tyler joined Skittles for the Big Game. The brand released a two-second teaser GIF featuring the Aerosmith singer. Mountain Dew returns for the first time since 2000, pushing its Mtn Dew Kickstart drinks. BBDO New York will handle the creative. LG Electronics rolled out a teaser and announced Liam Neeson will star in its ad, which will be produced by Ridley Scott. AB InBev released teasers for two of its celeb-filled spots. Amy Schumer and Seth Rogen will star in Bud Light’s ad, with creative from Wieden + Kennedy. –Katie Richards…

Brands are notorious for pulling out all the digital marketing bells and whistles during the Super Bowl, and Google hopes to take a bite out of Twitter’s reputation as brands’ go-to platform for real-time marketing. Last week, Google introduced a new ad format called Real-Time Ads that lets brands trigger promos around big events like the Super Bowl and Oscars instantly, similar to how marketers use Twitter. The format includes inventory on YouTube and Google’s Display Network, which is made up of thousands of publishers’ sites and apps.…

MCDONALD’S New cups, bags and boxes, meant to give the fast-food chain a modern look, are coming. Announced earlier this month, the company also said that by 2020 it hopes to use only recycled or certified materials for its packaging. Branding experts see the new, more simplistic look as one worth touting. STARBUCKS The coffee chain’s iconic mermaid has in recent years become the focus of its packaging. Instead of writing its brand name, the mermaid now serves as a simple symbol that branding experts say helps to evoke the brand in consumers’ minds instantly. BURGER KING In July the fast-food giant tapped Turner Duckworth’s London office to give its packaging a makeover. The purpose was to give consumers a taste of Burger King’s redefined brand identity, one that put…

Netflix CEO Reed Hastings recently bragged in a letter to shareholders about two things: his booming business, which hit 75 million subscribers in 2015, and his very hot content. “In late December, we debuted a 10-part documentary series, Making a Murderer, which has enthralled audiences and critics alike and triggered a national conversation on fairness of the American criminal justice system,” the executive wrote. The docuseries—which chronicles Steven Avery’s rape conviction and exoneration after 18 years in a Wisconsin prison, followed by a murder charge two years later—even inspired a rebuttal podcast and a special on the cable net Investigation Discovery. Making a Murderer drew immediate comparisons to 2014’s most buzzed about true-crime series, the podcast Serial, which told the story of Baltimore high school student and convicted murderer Adnan…

Specs Claim to fame Zach Rosenberg, president of MBMG, a privately held, full-service, fully integrated national media planning and buying agency, prides himself on being one on the most connected people working in advertising. Base Los Angeles Twitter @zachrosenberg You’ve heard it before: You’re a great agency and the work was terrific, but we’re going with someone else that’s a “better fit.” Where did you go wrong? Did you have the right people in the room? Were they coached on creating a bond with the clients? It’s the chemistry between agency and client personnel that wins business. Sure, strategy, insights, creativity, invention and buying prowess are all critical. But clients have to work together with the agency team day in and day out. It’s a marriage, and marriages function best…

Paul writes, produces, edits and stars in all his videos, with an assist from his videographer and cadre of friends and fellow social media stars. Aside from being wacky, the mini-movies “usually touch on some trenchant insight into popular culture,” says his agent. Here, some of Paul’s most popular and most memorable bits. “What Would Happen If You ACTUALLY Won the Powerball Lottery,” uploaded Jan. 13, got 6 million Facebook views, 216,000 likes and 68,000 shares in its first two days. “That Was a Close One,” better known as the banana-peel Vine, has 17.5+ million loops since its late 2013 debut. Other stats: 17.7 million comments, 1 million likes. Paul visited New York last August, dropping into splits spontaneously all over town. “Logan Splits NYC” helped his Facebook page get…

THE COCK Founder David Tran is from Vietnam, but he’s ethnically Chinese. The rooster is his Zodiac sign and also why some fans call Huy Fong “Rooster Sauce.” THE BOTTLE In the early days, Tran sold his sauce from used baby food jars. The current clear plastic bottles aren’t all that different, but it’s the green cap that signifies Huy Fong. THE SAUCE Reviewers for Cook’s Illustrated ranked Huy Fong No. 1 among hot sauces, partly because it’s thick, sweet and has a “full,” “rich” and “bright” heat level. THE FORMULA It’s simply chili, sugar, salt, garlic, vinegar and some preservatives—crushed all together and put in a bottle. But fans say it tastes better than all others. In Minnesota last October, Duluth Animal Control responded to an unusual call. A…

Riding a rough road of sluggish sales and decreased demand, iconic motorcycle brand Harley-Davidson has issued requests for proposals in a review of its global agency needs. Creative, digital and media assignments are all up for grabs, with client officials contacting prospective participants at a holding company level. Of late, its partners have included creative boutique Victors & Spoils, media buyer and planner Starcom MediaVest Group and digital agency DigitasLBi. U.S. ad spending has been about $15 million annually, but a big 2016 increase is expected.…

For nearly three years, Nielsen has been measuring the social conversation around TV shows—but only on Twitter. Now, as it faces increased scrutiny over its ability to accurately measure how many people are watching TV, the company has decided to add Facebook to its social ratings. Nielsen plans to make the new data, which it’s calling Social Content Ratings, available in the first half of this year. Nielsen also plans to eventually integrate data from Instagram.…

Millennials aren’t the only ones cutting cords—even some boomers and Gen Xers are taking the leap. And advertisers and marketers should take note. “As smartphones become the primary hubs for information and entertainment, we see consumers shedding the remnants of a tethered lifestyle,” said Florian Kahlert, managing director of GfK MRI. “This means that marketers and advertisers should assume that mobile is the new ‘first screen,’ and that smartphone and tablet compatibility are absolutely essential.” GfK MRI’s latest study below shows the bigger picture.…

‘It’s the new, hip endorsement. You’re seeing the network of influence … these individuals have.’Sarah Newhall, Blue State Digital In the 2012 presidential campaigns, social media was all about YouTube, Facebook and Twitter and about the candidates having their digital play-books together—that is, being organized enough to regularly push out videos, posts and tweets. This time around, in a world that is increasingly Kardashian-ized—where Instagram, Snapchat and Vine are the conduit between socially savvy stars and the public and potentially influence voters, especially millennial ones, by the masses—it is perhaps Hollywood that has emerged as the most fertile ground for partnerships for the candidates. Celebrity endorsements are not new, of course—having been raised to an art form during President Bill Clinton’s first run for the White House. But the stars…

With over 12 million monthly uniques, mindbodygreen is one of the Internet’s most popular destinations for all things health and wellness. Chock-full of first-person articles about everything from DIY apple cider vinegar to a divorce lawyer’s secrets to a lasting marriage, the publisher provides pitch-perfect narratives that complement other confessional topic sites like hellogiggles and xoJane. Started in 2009 by CEO Jason Wachob, the company’s downtown Brooklyn digs match its virtual aesthetic. “We call the look and feel of our website and our office ‘Bohemian Brooklyn Sanctuary,’” said Wachob. “We are a mission-driven company, so it was really important to us to create a space that reflected our values. From the meditation room to the 100-plus plants, to the fridge full of gluten-free beer and coconut water, to the Vitamix…

While it seems like every major company is scrambling to prove its social media savvy, it turns out that very few of their CEOs are playing along. According to a new study from CEO.com, a whopping 61 percent of Fortune 500 CEOs have no social media presence at all. Here are a few more takeaways: No single F500 CEO is active on all six major social platforms. Only two F500 CEOs operate a personal YouTube account. Only 2.6% of F500 CEOs have Instagram accounts. LinkedIn remains the dominant social media platform for F500 CEOs. Over 32% of CEOs are connecting to other users on this platform. “National Review is a failing publication that has lost its way.”DONALD TRUMP, ON NATIONAL REVIEW DEDICATING AN ENTIRE ISSUE TO STOPPING THE REPUBLICAN PRESIDENTIAL…

The imitation game between Facebook and Twitter continues. Facebook last week launched Sports Stadium, which at first glance appears to be its own version of Twitter’s Moments, but specifically for sports. As with Moments, Sports Stadium is part of the larger platform, but it doesn’t have its own button. Instead, users can find Sports Stadium by searching for a game they’re interested in. Along with a live score and game clock, Sports Stadium features tabs that track friends’ conversations around the game, posts from official sources like athletes and journalists, real-time stats and more.…

What goes into giving a major marketer like Budweiser a top-to-bottom makeover of its core product? The entirety of the beer behemoth’s visual identity—packaging, logo, typography and more—recently got a face-lift from design firm Jones Knowles Ritchie, which has been tinkering with it since December 2013 and gave Adweek an exclusive look. Though it’s the 13th redesign in the brand’s history, it’s the first time Bud has used the same packaging worldwide—until now only 80 percent of its product has looked the same. The AB-InBev-owned brewer quietly rolled out the new look in September and hopes to complete the rollout by mid-February, focusing on the brand’s crest and font instead of its iconic bow tie. (The firm also revamped Bud Light’s packaging which will be on shelves in April.) Such…

To maximize The X-Files’ audience, Angela Courtin, evp and chief marketing officer for Fox, devised an elaborate campaign worthy of “this epic saga.” Its message: “This show is for you, whether you’re seeing it for the first time or whether you’re picking it up after all those seasons.” HOOK FANS EARLY “Our first responsibility was making sure we got that core fan base to come back,” said Courtin, who used iconic show imagery early on, like The Smoking Man. SET THEM AT EASE Fox screened the first episode last October at Mipcom and New York Comic Con to reassure audiences that “it was going to be the same X-Files,” Courtin said. A WEEKLY PUSH Almost every week this fall, Fox unveiled a new promo, parceling out footage during shows like…

Imagine a job where you’re paid to go off and write a screenplay, take a family vacation in Malaysia, study improv, learn film editing or just walk the Santa Cruz boardwalk with your fiancé. That’s some of the recent out-of-office time enjoyed by the 85 staffers at Argonaut, which also gives staffers $500 a year to “enrich their creativity.” “We’re an industry hinged on creativity,” said Margo Menapace, head of culture and talent. “You have to find the things that inspire you.” Menapace added the only catch is making sure the time off is appropriate with work schedules and deadlines: “We trust you. We know you’re going to come in, get the work done and be responsible.” While FTO didn’t start as a recruiting tool, it’s become one. Matt Ashworth,…

Specs Current gig Fox Business Network anchor and global markets editor; host of Mornings With Maria Previous gig CNBC anchor Twitter @MariaBartiromo Age 48 You moved to Fox two years ago from CNBC. How was that shift from a cultural perspective? Well it is a different culture. The move, for me, was really terrific. I had been at CNBC for 20 years and I think that the culture had become a little short term. I wanted to get away from being too stock-market centric. Fox and [Fox News chief] Roger Ailes offered me something that I couldn’t pass up, which was to help him build the Fox Business Network and also have a Sunday program on Fox News Channel, which is now the highest-rated Sunday show on cable. I love…

Specs Age 48 Claim to fame Star of FX’s American Crime Story (premieres Feb. 2) and ABC’s Nashville (returns March 16) Base Los Angeles and Nashville Twitter @conniebritton What’s the first information you consume in the morning? It’s usually whatever my son tells me about his dream the night before. I’m only kind of kidding. [Laughs] I’ve never been one of those people who turns on the TV in the morning, but I do have a bad habit of looking at my phone first thing before I get my son up. So any information I get is what’s on my phone, which could be a link that somebody sent me, a Google alert, or Twitter or Instagram. Who do you follow on social media? On Instagram, I really like Juliette…