AdweekAugust 20, 2018的目錄

Hundreds of newspapers across the country published editorials on Thursday in defense of a free press. In response to President Trump’s “enemy of the people” bombast, the Boston Globe’s editorial board led the pack, publishing an editorial under a headline that read “Journalists Are Not the Enemy” and putting out a call to other newspapers to address the topic. “A central pillar of President Trump’s politics is a sustained assault on the free press,” the Globe’s editorial board wrote. “ … This relentless assault on the free press has dangerous consequences.” More than 350 newspapers, including The New York Times, Chicago Tribune and New York Post, are estimated to have answered the call. “This is a classic ‘moments’ situation in media buying. I think certain brands will want to support…

HOW TO MAKE VIDEOS FOR A MOBILE, SOCIAL-FIRST AUDIENCE Tasty wanted to spotlight the food—not a person—in its videos, so it filmed the hands making the recipe, in what BuzzFeed calls a “top-down format.” Tasty also knew viewers would watch on their phones, not on TV, so the videos were shot as if the person were looking down at his screen, unlike in other food media programming, which films as if you’re watching from the couch. The videos also could be viewed without sound and were understandable to anyone, even if they didn’t know English, McCollum said. HOW TO MONETIZE DIGITAL CONTENT Within a few months of launching Tasty, BuzzFeed secured its first advertiser, Mondelez, which featured recipes that used Ritz crackers. The publisher now has 225 advertisers, according to…

Buckle up for Adweek’s sixth annual Project Isaac Awards honoring campaigns that rocketed brands to new heights, propelled by a potent mixture of innovation, creativity and technology. Thisyear’sGravitywinner,McCannNewYork’s“AstronautRealityHelmet”forNatGeoChannel, displays inspired scope and vision, harnessing cutting-edge tech (VR) and original invention (25 replica space helmets were built with internal projection systems) to create a literally out-of-this-world experience. The other honorees follow a similar trajectory, using big ideas and novel delivery systems to transport consumers on remarkable journeys of discovery.…

For Andrew McKechnie, the journey from joining global agency FCB as a copywriter in January 2001 to becoming svp and CCO of Verizon in February 2017 was a steady climb. “I worked up the ranks in a fairly traditional manner: building my creative portfolio, doing good work, winning awards, winning accounts, winning large global accounts,” he said of his agency experience, which included stints with BBDO, JWT, Modernista!, Y&R and DDB. The highlights of his advertising career, however, were far from traditional. “The types of projects that fulfilled me a little bit more were ones where I felt like I was bringing a positive narrative or perspective to society,” McKechnie explained. For example, he served as ecd on one of his favorites, “New Beginnings,” in which two New York City…

Aviation Gin In recent months, Ryan Reynolds has been using his snarky, clever out-of-office emails as a creative and surprisingly effective marketing tactic for the gin brand he bought a stake in earlier this year. Anyone who emails Ryan@AviationGin.com is guaranteed a response—well, assuming the brand’s email servers aren’t currently on fire. Last Tuesday, the influx of responses from Reynolds’ appearance on The Tonight Show Starring Jimmy Fallon melted servers. Head over to Adweek’s site to read Reynolds’ brilliant OOOs in full. —David Griner…

‘It has to be fitting–I don’t want to just use [Shudu] as a gimmick.’Cameron-James Wilson, artist Shudu Gram, a South African Instagram model with flawless dark skin and a perfectly symmetrical face, has garnered 130,000 followers since appearing on the platform a little over a year ago. She’s modeled Fenty Beauty lipstick, and she’s currently penning an editorial for a major online publication. She also happens to be completely fake. Shudu is the computer-graphic creation of a British artist named Cameron-James Wilson, who intended her as a modest art project before social media fame took hold. Her artificiality hasn’t stopped “countless” fashion and beauty brands from trying to contract her for product plugs, according to Wilson, who claims he’s yet to take money for a sponsorship but remains open to…

HR is in the ER, and there’s a screaming sense of urgency to lead the discipline toward a real top-to-bottom transformation. But will change really happen this time? HR gurus have been predicting the disruption of this field for the past two decades. In the meantime, trust in HR practitioners has diminished to an all-time low and key skill sets have remained underdeveloped or underutilized for many of our HR professionals. Businesses are also outsourcing functional areas of HR, and movements like #MeToo and #TimesUp have sparked conversation about third parties, rather than internal HR teams, leading investigations, which is a necessary move. So then, why am I pushing for a rebuild of HR rather than for the sounding of its death knell? Because ad agencies that tout culture without…

ANA BERMUDEZ VICE PRESIDENT, MANAGING DIRECTOR THE COMMUNITY LISA CECCHINI VICE PRESIDENT, MEDIA AND ANALYTICS SITUATION KATHLEEN COMER VICE PRESIDENT, CLIENT SERVICES THE TRADE DESK OMID FARHANG CHIEF CREATIVE OFFICER MOMENTUM WORLDWIDE WHITNEY FISHMAN ZEMBER SENIOR DIRECTOR, INNOVATION AND CONSUMER TECHNOLOGY WAVEMAKER KATHLEEN GRIFFITH FOUNDER AND CEO GRAYCE & CO KEITH A. GROSSMAN GLOBAL CHIEF REVENUE OFFICER BLOOMBERG MEDIA GROUP LAYNE HARRIS VICE PRESIDENT, INNOVATION TECHNOLOGY 360I GINA JACOBSON EXECUTIVE VICE PRESIDENT, MANAGING DIRECTOR AND PRODUCT LEAD STARCOM USA BEN JAMES CHIEF CREATIVE OFFICER, NEW YORK JWT BLAKE KIDDER SENIOR VICE PRESIDENT CREATIVE DIRECTOR BBDO TARA LEVINE CHIEF EXPERIENCE OFFICER HEARTS & SCIENCE ANDREW LINDSAY VICE PRESIDENT, CREATIVE TECHNOLOGY CONVERSANT SARGI MANN EXECUTIVE VICE PRESIDENT, DIGITAL STRATEGY, INVESTMENTS HAVAS MEDIA DANY MINAKER EXECUTIVE CREATIVE DIRECTOR WUNDERMAN ARGENTINA GAVIN MCLEOD EXECUTIVE…

THE BADGE Now in its third generation, the Discovery has become Land Rover’s core offering, a more budget-friendly option than the pricier Range Rover. THE VENTS These fender vents are part of the “Narvik Black” hardware of the Dynamic Design Package, adding dramatic contrast to the body color. THE ROOF Land Rover’s road performance notwithstanding, the vehicles come with luxury touches—like a panoramic electric sunroof equipped with power blinds. One of automotive marketing’s grand traditions is using a vehicle for a jaw-dropping stunt in hopes of demonstrating its quality and might. In 2007, for example, Ford chained a C-123 cargo plane to one of its F-150s and stopped it cold with nothing more than the pickup’s brakes. And who can forget Elon Musk sending his Tesla roadster into orbit? But…

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The U.S. Army delayed its already contentious agency review yet again this month after incumbent McCann Worldgroup filed a bid protest with the Government Accountability Office (GAO). According to multiple parties close to the matter, this protest concerned McCann’s recent elimination from the review. The protest, which was officially filed on Aug. 8, means the Army’s decision will be delayed for another 90 days to account for the “grace period” granted to contractors lodging complaints with the GAO. It also means the U.S. government will be forced to extend its current contract with McCann beyond the expiration date of Sept. 30, which was reported by Adweek last month. This is the second time in just over a year that McCann has filed a bid protest with the GAO.…

Launched in 1970, Range Rover was designed to be a more street-stylish version of the Land Rover. It was targeted at affluent urban buyers coalescing around the luxury 4x4 segment—and it still is. MSRP for the Land Rover Discovery starts at $52,000, while a top-of-the-line Range Rover P400E can set you back nearly six figures. Though the Range Rover is “unashamedly on-road” (to quote some of the marketing across the pond), it boasts all the might and muscle of its scrappier forebear—enough to climb the 999 steps of China’s Heaven’s Gate, as shown above.…