AdweekMay 2025的目錄

FASTEST GROWING AGENCIES ENTRY DEADLINE MAY 12 Nominations for our 2025 Fastest Growing Agencies rankings are open! Fastest Growing Agencies honors creative shops large and small from all over the world whose industry presence is on the rise. Last year’s list included up-and-coming shops such as Apollo Partners, Billion Dollar Boy, and Familiar Creatures. Entries for 2025 span every agency category and type. The distinction will be awarded to agencies that have achieved significant growth over the past three years. The 2025 Fastest Growing Agencies list will be published in the Sept. 9 issue of ADWEEK magazine and on ADWEEK.com. The regular deadline is May 12 (entry fee: $425), with an extended deadline of May 26 ($495). If you need an additional extension, please reach out to awards@adweek.com. FOR THIS…

ON MAY 25, 2020, George Floyd was murdered by a white police officer in Minneapolis. The tragedy sparked national outrage and a resurgence of the Black Lives Matter movement, as people took to the streets of major cities across the country to protest and demand justice. Brands reacted, too, with many announcing commitments to diversity, equity, and inclusion in the workplace and beyond, implementing inclusive hiring goals and making long-term investments in internal racial equity programs as well as supporting initiatives within underserved communities. Five years on, with an executive order from President Donald Trump in place to “end radical and wasteful government DEI programs and preferencing,” the majority of these 2020 brand pledges have disappeared. For Sheryl Daija, founder and CEO of global DEI marketing trade group BRIDGE, brands’…

FKA TWIGS SINGER, SONGWRITER, PRODUCER, ACTOR, DANCER SECRET LINGUIST: The English pop star released her third studio album, “Eusexua,” in January to universally rave reviews. The title is a word she concocted to describe an extra-intense feeling of euphoria, she told British Vogue. SORRY NOT SORRY: Twigs (real name Tahliah Debrett Barnett) clapped back at U.K. regulator Advertising Standards Authority in early 2024 for banning a revealing ad she starred in for Calvin Klein. The decision was reversed two months later. KEEP ON MOVING: Twigs continued her partnership with fast-growing sportswear brand On as it expanded into the lifestyle category. Her latest ad, “The Body Is Art, Part II,” promotes movement as a form of self-expression. USING HER VOICE: In April 2024, Twigs pushed for AI regulations in front of the…

KIM CHAPPELL CHIEF BRAND OFFICER Bobbie FORMULATING PARTNERSHIPS: Formula startup Bobbie made waves when a Times Square billboard featuring a breastfeeding Molly Baz went viral and sparked a cultural conversation. The effort was a twoweek sprint from concept to delivery, including a photoshoot on Baz’s own kitchen counter. SHIFTING THE NARRATIVE: Continuing to tackle issues facing mothers, Chappell led another campaign about postpartum mental health with singer Meghan Trainor. “She vulnerably shared her struggles with postpartum anxiety” while explaining how combination feeding became part of her support system, Chappell said. “The campaign’s CTA was about encouraging new moms to ask for help when they need it.” BREAKING STORIES: A background in journalism—spending a decade “exercising a muscle of making daily deadlines”—has defined how Chappell builds brand teams: “We root ourselves…

VICTORIA ROCHA SENIOR ART DIRECTOR David New York EXCELLING CREATIVE: Who says B2B marketing has to be boring? In 2024, Victoria Rocha contributed to Spotify’s “Spreadbeats” campaign, which made and distributed a music video in a media plan spreadsheet. The work scooped awards including the Digital Craft Grand Prix at Cannes Lions. WHODUNNIT? Rocha was the original concept developer of a 2024 campaign for mobile game Clash of Clans, creating a real podcast to solve an in-game crime. FINDING THE WORDS: During a period without a copywriting partner, Rocha had to break out of her comfort zone. “While tough to try and crack briefs on my own, it forced me to explore my creativity from a writer’s perspective. That made me a much better creative.” HOWARD FINKELSTEIN & ROSS FLETCHER GROUP…

BLAD NORMAN HEAD OF GLOBAL MARKETING Wondery JARGON-FREE FINANCE: Blad Norman heads global marketing for the Amazonowned podcast company Wondery, which last year launched a business vertical called Wondery Means Business. With the goal of making business approachable to a wider audience, Norman ditched the stiff corporate feel in favor of bright colors and playful fonts in its marketing. THE ARTIST’S WAY: Norman looks to artists like Jean-Michel Basquiat and Roy Lichtenstein for inspiration. ADVICE TO ASPIRING CREATIVES: “Experience culture. In a time when culture and diversity are the driving forces behind society, we spend much of our time experiencing it on devices. Don’t just watch culture—participate in and drive it.” EXPLORE THE CREATIVE 100 LIST IN FULL AT ADWEEK.COM JORDANA ABRAHAM, ALEEN DREKSLER, & SAMANTHA SAGE Founders, Betches Media EFE CAKAREL…

TV UPFRONT WEEK is here, and buyers expect things to play out a bit differently this year. While some media buyers referred to last year as “a reset year in connected TV,” others expect this upfront season to be a transitional one, especially with the fragmentation and consolidation that’s happened over the past year. Here are three things media buyers expect from the 2025 upfronts. MOVING BEYOND PRICE In typical discussions in years past, price was always at the forefront of the conversation. However, this time around, nothing is business as usual. “It’s not just about price. It’s about all of these other things that we care about and making sure that our clients get all the flexibility needs they want, the data they want, the analytics, the research, and…

JEFF BENJAMIN GLOBAL CHIEF CREATIVE OFFICER Tombras PAMPERING POOCHES: Jeff Benjamin helped America’s canine population reach new heights in 2024 as part of the team that launched an airline with pet care subscription service Bark. With dogcentric amenities and an international marketing campaign, BarkAir wasn’t just pie in the sky—it actually flew, and is still going, with over 100 flights to date. FLYING HIGH: Knoxville-based Benjamin has juiced Tombras’ creative momentum in the past year, with the agency developing the first AI-powered billboard for Google and winning new business from Spirit Airlines and Kellanova. BEST ADVICE: “Make news, not ads.” GORDY SANG & BRIAN SIEDBAND CO-FOUNDERS & CO-CCOS Quality Meats ACTING THE PART: Leading ADWEEK’s 2024 Small Agency of the Year, Gordy Sang and Brian Siedband were the creative minds behind…

SOUGWEN CHUNG FOUNDER & ARTISTIC DIRECTOR Scilicet I, ROBOT: The Canadian-Chinese artist is known for work that evokes the interplay between the natural and mechanical such as “Body Machine (Meridians).” The 2024 project reimagines machines as extensions of the human body and has been exhibited in Europe and Hong Kong. ON THEIR WAVELENGTH: The former MIT Media Lab fellow linked the robotic system D.O.U.G._4 to their brainwaves, translating thoughts into art on canvas. It was exhibited at the 2025 World Economic Forum, where Chung was named a cultural leader. ADVICE FOR CREATORS: “Trust your instincts.” ROBERT SETHI & GAVIN WELLSMAN CO-FOUNDERS & ECDS Arc Creative VICTORY LAP: Out of the ashes of Technicolor rose Arc Creative, founded in February by the former creative leaders of The Mill. In 2024, Gavin…

MARIE SCHULLER DIRECTOR RSA ALL THE FEELS: For online bank Monzo’s “Money Never Felt Like Monzo,” Marie Schuller directed a minute-long sensory journey that brought emotion to the typically technical conversation around money management. The Monzo campaign was also a departure for the Londonand Barcelona-based professional, who usually works in fashion and beauty. IF YOU CAN: Try to work in Italy. “Shooting Valentino in Liguria was bloody excellent,” she says. “Two-hour lunches even though we are behind schedule, beautiful people and beautiful weather, five pastas in 24 hours. It was a good time.” LEARN TO EDIT: When you only have six seconds to tell a brand story, make it good. “I’m literally the director with a stopwatch out complaining that a whip pan took four frames too long.” BEST ADVICE:…