AdweekOctober 2025的目錄

EPISODIC CONTENT IS not just for television anymore. With algorithmic changes to TikTok and Instagram that make engagement and reach less predictable, marketers are moving from one-off partnerships with creators to episodic series. Brands like Argos, State Farm, and InStyle have recently developed series that capitalize on long-form storytelling, reflecting how platforms increasingly appear to reward multipart videos. “It’s getting harder to build an audience on TikTok and that audience isn’t as valuable anymore, unless they are creating something that their audience is turning into,” said Keith Bendes, chief strategy officer at influencer marketing platform Linqia. According to influencer marketing agency Billion Dollar Boy, 68% of marketers have increased production of long-form creator content in the past 12 months, and 70% of marketers planned to increase production this year. “You…

Since Nike and Wieden+Kennedy introduced “Just Do It” nearly four decades ago, it has become one of the most famous brand slogans of all time, embodied by legendary athletes including Michael Jordan, Serena Williams, Tiger Woods, and Kobe Bryant. “Those are three very precious words to us,” Graham said. “Those words have taken on different meanings based on what’s going on in culture.” Here’s a timeline of the tagline’s three biggest moments, showing how the message has evolved to meet the moment. 1988: The first “Just Do It” ad showed 80-year-old runner Walt Stack jogging across the Golden Gate Bridge, demonstrating that sports are for everyone. 1995: “If You Let Me Play” extended that message to girls and young women by showing how sports could change their lives. 2018: For…

JON COOK SPENDS his weeks running one of the largest agency networks in the world. But on as many weekends as the global CEO of VML can get away, Cook trades holding company duties for hiking boots and heads to the mountains. Cook and his wife, Lisa, keep a small cabin in the woods near Estes Park, Colorado, just 15 minutes from the gates of Rocky Mountain National Park. It’s not a short trip from his home base in Kansas City — about an eight-hour drive — but when the mountains call, he answers. “I’m really bad about taking time off. What I’m really good at is maximizing weekends there,” he says. “I have become elite level at figuring out how to get there for a weekend,” even if it…

BEFORE SYDNEY SWEENEY and her genes/jeans came along, American Eagle CMO Craig Brommers thought he’d already experienced the most harrowing brand moment of his professional career. A 25-year veteran of the industry, he was head of marketing at Speedo during the years when Michael Phelps dominated swimming at the Olympics: Sydney in 2000, Athens in 2004 — then the record-breaking eight gold medals at the 2008 Beijing Olympics. The difference? Speedo. “That 2008 Beijing Olympics campaign was incredibly intense,” he recalled on Adspeak, the ADWEEK industry podcast hosted by editor in chief Ryan Joe. “We developed a full-body swimsuit called the LZR Racer with NASA, and this suit led to all sorts of records being broken.” The technology proved incredibly controversial, dominating news headlines around the world. Ultimately, the suits…

Awards often recognize individuals. But building an iconic brand, developing a groundbreaking campaign, and tackling a difficult business challenge takes a team working together. ADWEEK’s inaugural Team Visionary Awards celebrate the collective effort behind some of our industry’s biggest achievements. Whether it’s a social team making the most of a viral moment or a tech team using data to cut acquisition costs, these 18 winners embody the truest tenet of our business: Nobody does it alone. BBH USA LEADERSHIP TEAM STEVEN PANARIELLO ERICA ROBERTS SAMANTHA DEEVY LINDSEY MCNABB CALLING THEMSELVES THE Zag-onauts, the C-suite at BBH USA has embarked on a creative space race. They’re steering the agency into bold new creative territory outside the boundaries of conventional thinking with a straightforward mandate: “When the world zigs, zag.” In just…

DONALD TRUMP HAS given Kenvue, the maker of Tylenol, an almighty headache. Citing an unsubstantiated link to autism, the president made global headlines by discouraging pregnant women from using the drug. Describing the situation as a “horrible, horrible crisis” and Tylenol as “not good,” Trump outlined plans to limit the drug’s future indications. Medical experts and health authorities worldwide have roundly rejected the claim, insisting that acetaminophen — the generic name for Tylenol — remains a safe and essential treatment for pain and fever during pregnancy. But the fallout saw Kenvue, which also manufactures other staples like Band-Aid and Listerine, scrambling to respond as its share price dropped by almost 10%. It’s been common in recent years to cite all publicity as somehow good for brand building and sales. “Hey,”…