AdweekApril 17, 2017的目錄

Just when Pepsi was threatening to hold onto the PR fail crown for another week, United Airlines swooped in with a publicity disaster for the ages. On April 9, a 69-year-old doctor was forcibly removed from a United plane after he and several other passengers were ordered to give up their seats on the sold-out flight to make room for employees. Video of the altercation, which left the man bloodied with a broken nose and missing teeth, quickly went viral, resulting in a massive backlash. When an internal memo from CEO Oscar Muñoz defending the airline’s actions only further escalated public criticism—including calls for a boycott in China—he backtracked with another statement, saying, “This horrible situation has provided a harsh learning experience from which we will take immediate, concrete action.”…

MTV2 Everyone said young men were fleeing TV, but he increased the 12-24 demo ranking from 21st to fifth. LOGO Amplifying shows like RuPaul’s Drag Race yielded 10 straight quarters of year-over-year growth in 18-49. VH1 Hits like Martha & Snoop’s Potluck Dinner Party boosted ratings 18 percent last year, its most watched since 2010. MTV As he prepares to bring back MTV’s live programming, 18-34 ratings jumped 10 percent from February to March.…

In today’s world of disruption, new business growth is powered by the visionaries, inventors and game changers. Each year, She Runs It (formerly Advertising Women of New York) honors the true catalysts of innovation with the Changing the Game Awards. These are the women who are making bold moves and reinventing the rules of marketing. They’re transforming brands, remaking organizations and developing new approaches to business.For 2017, 18 women will be saluted at a special She Runs It luncheon at Gotham Hall in New York on April 19. Learn more about—and be inspired by—their groundbreaking achievements over the following pages. Danielle J. Devine Global Leader, Enterprise Strategy & Communication JOHNSON & JOHNSON When Danielle Devine joined Johnson & Johnson’s corporate communications team in 2011, the company was in need of…

‘People view Iceland as a digital detox.’ Fergal McGivney, travel analyst, Mintel If your Instagram feed is giving you the impression that all of your friends are going to Iceland, you’re probably not wrong. Global travelers are flocking to see its Northern Lights, waterfalls and other natural wonders in ever-increasing numbers: from 490,000 in 2010 to 1.8 million in 2016, with 2.3 million visitors expected this year, according to the Icelandic Tourist Board. “People view Iceland as a digital detox, a place to get away from the stresses of city life and reconnect with nature, and that’s really been influencing the growth,” said Fergal McGivney, travel analyst at Mintel. The new challenge for marketers is ensuring that Iceland doesn’t become a victim of its own success. To manage the influx…

 To call Viacom’s 2016 upfront “chaotic” would be an understatement. With the future of the company very much in doubt (founder Sumner Redstone and then-CEO Philippe Dauman were publicly battling over the firm’s future, and Viacom was widely expected to merge again with CBS), last year’s upfront approach for Viacom was less about grabbing every available ad dollar and more about simply riding out the storm. What a difference a year makes: with its future now set as an independent company, Robert Bakish installed as permanent CEO and president, and Sean Moran tapped to succeed Jeff Lucas as the company’s ad sales chief, the firm has a fresh attitude and a new upfront approach to match. Says Moran, “There is a renewed energy that I haven’t seen here in many,…

THE HOOD American Giant pays particular attention to the namesake part of the hooded sweatshirt, top-stitching it with a double lining for added warmth. THE CORD The all-important drawstring is dyed to match the hoodie’s color, fitted with bronze-colored metal aglets, then pulled through matching grommets. THE PADS To reinforce this heavy-wear area, American Giant adds pads to the elbow—though the pads are so long they wind up reinforcing the entire lower sleeve. The way that Bayard Winthrop tells it, the idea for the world’s best hoodie started because he was pissed off. It was 2011 and Winthrop, a finance guy from New York, had found himself running a fashion accessories company in San Francisco. Sensitive to changing trends in retail (especially the resurgent interest in high-quality, domestically made products),…

The teenage years are rarely easy, and that’s especially true for those of us in the lesbian, gay, bisexual and transgender (LGBT) community. When I was growing up in the Midwest, I had a passion for business. However, there were very few LGBT role models I could look up to in corporate America. I knew that when I started my own career, I wanted to find a job where I could be the same person at work that I was at home; yet, I wasn’t sure if such a job existed. Finding that job took a lot of perseverance. After graduating from college, I moved to Los Angeles and started my career in entertainment because I thought it would be the most accepting environment. However, even in that industry, which…

When he first started working at Viacom in 2004, Chris McCarthy harbored what he considered a shameful secret: his educational background. Then a freelance director of marketing for mtvU, MTV’s online network for college students, he kept quiet about the fact that he had received his MBA at the University of Pennsylvania’s Wharton business school, after studying commerce and engineering at Drexel University. “I was maybe the fifth MBA to get a job here, and I purposely did not talk about it, because at the time, it was so not a cool thing to do,” says McCarthy. But actions speak louder than words, and his hush-hush, unconventional background for a TV exec soon became his secret weapon: “I always took the projects that nobody wanted. In my mind, every problem…

Figuring out how a brand should interact with consumers on social media across the globe isn’t possible if you don’t understand the language—or languages. And, as more and more major brands insist on global messaging that works on a local level, making sure those messages translate has become crucial for agencies. That’s exactly what Richard Simcott has been tasked with in his role at The Social Element. As the social shop’s languages director, Simcott is growing the agency’s team of polyglots (people that are fluent in more than two languages) and keeping clients like Oreo, T-Mobile and HBO abreast of social trends around the world. “Richard is a lightning rod for exceptional talent and is something of an internet superstar in the polyglot world,” said Tamara Littleton, CEO of The…