AdweekJune 4, 2018的目錄

In Adweek’s cover story just two weeks ago on Roseanne’s surprise success, star Roseanne Barr vowed to take a new approach to her controversial Twitter feed: “I’m going to just try to talk about what I’m for, rather than what I’m against.” Barr then sent out a racist tweet late on Memorial Day about Valerie Jarrett, who was an adviser to President Barack Obama. By the following afternoon, ABC had canceled Roseanne—the season’s No. 1 comedy in the 18-49 demo—with ABC Entertainment president Channing Dungey calling Barr’s comment “abhorrent, repugnant and inconsistent with our values.” The stunning turn of events, which came soon after Barr was the toast of ABC’s upfront presentation, dealt a blow to the network’s in-progress upfront talks. The sitcom was set to bring in as much…

5.1 Vice has the longest average time spent per visit among the publishers, clocking in at 5.1 minutes, according to comScore. Typically, publishers use time on page measurement in conversations with media buyers. 2.4 In a partnership with Kraft, BuzzFeed’s Tasty created co-branded recipe videos that included Kraft cheese. The videos were promoted on Facebook, reached 27 million people and a 2.4x return on ad spend (ROAS) for Kraft Natural Shredded Cheese, a spokesperson said. 43 The Daily Beast’s content motivates 43 percent of its readers to take action, including rallying friends and sending emails.…

As creative director for musical artist The Weeknd, La Mar Taylor operates largely behind the scenes, setting the tone, style and strategy for high-profile releases and tours by the music superstar and other acts signed to the artist’s XO label. In the fall, Taylor steps out from behind the curtain to guide others into the limelight. That’s when he will launch Hxouse (pronounced house), a mentoring and incubator program to support artists and entrepreneurs looking to make an impact in photography, music, film, digital design, fashion and marketing. He’s doing so inside Artscape Daniels Launchpad, a business and design hub located on Toronto’s waterfront. On-site facilities include a computer lab, sound and video recording units, editing booths, and photography and electronics studios. The concept of Hxouse came from frustration,” says…

Brandi Halls wanted to be a vet when she first saw Free Willy at age 12. Two decades later, she’s held onto her dream of dedicating herself to animals—albeit in a less conventional way. Now the director of brand communications at Lush, Halls spearheads national campaigns centering around causes the cosmetics company has championed for years through its ethically sourced ingredients, cruelty-free product testing and continuous donations to grassroots organizations dedicated to animal welfare and environmental conservation. A self-proclaimed “beauty lover,” Halls stumbled upon a job posting for a public relations assistant for Lush North America in Vancouver after graduating in 2003, and she was certain it was her dream job. Though Lush was already well established in Canada, Halls—a First Nations woman and the brand’s youngest female executive—joined the…

It looks like something straight out of a dystopian horror flick, but any trepidation evaporates as soon as the Colonel emerges in a “blaze of herbs and spices” in KFC U.K.’s latest spot. It’s a fitting return for the icon who has not been spotted in the U.K. in 40 years. The ad follows a chicken shortage there that resulted from operational issues and forced the chain to close hundreds of stores. “KFC has weathered one of the worst storms in its history without skipping a beat,” said Hermeti Balarin of Mother London, which collaborated on the campaign. “Who better to put an end to this saga than the man behind it all, Colonel Harland Sanders?”…

Rubikloud Rubikloud, which uses its machine-learning platform to help retailers with sales and customer service operations, raised $37 million in January from investors including Intel Capital. The company, founded in 2013, now has 100 people with plans to double its head count year over year while entering others sectors such as travel and hospitality. Kerry Liu, the company’s CEO and co-founder, said Toronto struggles to keep up with rapid demand for talent—despite having several top university-level computer science programs. However, he said it’s actually maybe a good thing. “It’s a bad analogy, but if the hyper-growth startup world or venture-backed startup world is like a professional sports league, then we all have to compete,” he said. “It doesn’t matter if you’re an original team or like the Lakers, you’re still…

E-TAILERS’ POP-UP STORES ARE JUMPING OFF THE PAGE AND EXTENDING THEIR BRANDS IRL. Banking on Instagrammable moments and first-party data, digitally native companies are testing pop-up stores from New York to Los Angeles in the hope of growing their brands and converting their online success into real-life traffic. “A lot of rationale about launching these physical spaces is not just about selling stuff,” explained Abbey Klaassen, president of 360i’s New York office. “They’re actually about communicating elements of your brand and a richer, deeper understanding of what this brand is about through a physical, tangible environment.” The pop-up shop is helping to drive online retail’s reinvention, allowing ecommerce companies to continue growing after hitting a threshold online. Marketers can grow their brand loyalty, test new products, give consumers an experience—all…

It’s no secret influencers are a hot commodity for brands, and according to new research, influencer marketing is not a trend that’s likely to die down anytime soon. Over 50 percent of influencers started producing content for brands within the past two years, while about a third started just last year. And influencers are going all-in, with 79 percent saying they plan to create more branded posts than they currently do. Influencer marketing platform Mavrck found that while influencers aren’t just in it for the rewards—44 percent say creating content to share is a passion—it certainly doesn’t hurt. A large majority of marketers (90 percent) want free products or services from brands in exchange for their posts, while 63 percent say they’re looking for monetary compensation. “Influencers, by definition, inspire…

Amid backlash from conservatives and some advertisers, Samantha Bee apologized for calling Ivanka Trump a “feckless cunt” on Full Frontal With Samantha Bee. The comment came during a Full Frontal segment in which Bee was discussing how the U.S. Office of Refugee Resettlement had “lost” 1,500 migrant children last year and how the country was separating children from their parents if they attempted to come into the U.S. illegally. Bee said, “Let me just say, one mother to another, do something about your dad’s immigration practices, you feckless cunt! He listens to you! Put on something tight and low-cut and tell your father to fucking stop it.” Bee apologized the next day, tweeting, “I would like to sincerely apologize to Ivanka Trump and to my viewers for using an expletive…

Media buyers are in the digital market to buy more than just pageviews and impressions. They want to know readers are engaged with a post, that their advertisements will feel familiar to consumers and that, ultimately, their buys result in actual trackable outcomes. Publishers are stepping up and offering different metrics to meet those needs and pique media planners’ interests, presenting them with more granular consumer and audience data on the readers and customers who are shopping, socializing and sharing in the same space as the content exists: online. Every metric is important to consider, according to experts, including pageviews and impressions, as long as media buyers realize each measurement is only a piece of the pie. “If all you’re doing is buying impressions, you’re wasting your clients’ money,” said…

ALLBIRDS The footwear company’s permanent store in San Francisco is undergoing renovations, so Allbirds has moved into Shinola for a pop-up experience. In addition to this shop, Allbirds is testing another pop-up experience in Toronto. Previously, it has done short-term collaborations with Shake Shack, Outdoor Voices and Nordstrom. BRANDLESS The grocery and household essentials startup held a two-week pop-up in L.A. with programming focused on wellness and health. Called “Pop-Up With Purpose,” visitors could fill in Mad Libs with what inspires them while also buying tickets to panels like “How to Quit Your Day Job” with Sophia Bush. GLOSSIER Beauty meets Instagram in Glossier’s newest store in Los Angeles. The store doesn’t just sell products; it also has an Instagrammable space, dubbed the “Glossier Canyon.” The company previously held a…

Call it T.O., the 6ix or “Toronno” (as Torontonians are apt to do), this city along the northwest shore of Lake Ontario has established itself as a vibrant, diverse creative hub across industries ranging from tech and design to music, marketing and more. Far from being a regional player, Toronto can stand on its own next to New York, Silicon Valley and Los Angeles, offering bold, new ideas on the world stage. In this special report, we’ll meet 33 key movers and shakers behind its success. Some of these folks fashion innovative brand campaigns and guide digital innovation, while others create chart-topping hits or craft cautionary tales that plumb the depths of our cultural soul. Many give back to the community as mentors, grooming the next generation, or raise big…

Take it or leaf it While it may look unchanged at first glance, the team’s logo has been repeatedly tweaked over the years. Pierre Pilote (1) wears the leaf used between 1967 and 1969, while Wendel Clark (2) sports the logo in use from 1970 through 2015. Bobby Baun (3) shows off the logo worn by the team between 1932 and 1966. Charlie Conacher (4) wears the short-lived design used from 1926 through 1932, and again in 1937. And finally, Morgan Rielly (5) shows off the logo design adopted in 2016 and still in use today.…

Who Kevin “Yogi” Hakim (l.), ecd, and Dan Portrait, founder and CCO What Creative activation and content marketing agency Where Portland, Ore., and New York 1 Adidas’ “Fearless AF” campaign focused on the New York City Marathon, and won a 2018 Clio Sports Award. 2 The shop celebrated its culture by creating Kamp Zine to showcase its different personalities and talents. 3 Adweek called Kamp Grizzly’s activation promoting Netflix’s Altered Carbon “the breakout star at CES.” 4 Marketing for Patrón includes a “2017 Margarita of the Year” competition.…

Quietly premiering on a regional Ontario network in 1976, Toronto viewers were treated to what ultimately would become a tsunami of comedy. SCTV depicted a fictional TV station, featuring wacky programming and oddball characters. From left, Martin Short (as Ed Grimley), Andrea Martin (Edith Prickley) and the legendary John Candy joined a dream team of hilarity that also included Rick Moranis and Dave Thomas (hosers Bob and Doug McKenzie). SCTV ended its run on NBC in 1984. Adweek (USPS 458870, ISSN 1549-9553) is published weekly: 34 times a year with 1 issue in December; 2 issues in July and August; 3 issues in January, February, March, April, May, June and November; and four issues in September and October. Publisher is ADWEEK, LLC, 825 Eighth Avenue, 29th floor, New York, NY…