Business & Financiën

Adweek January 27, 2020

The all-new Adweek features news and information for marketing, media and advertising professionals that you can’t find anywhere else. Each issue includes profiles and interviews with top newsmakers, critiques of hot ad campaigns, the latest trends in print, digital and advertising and much more.

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33 Edities

in deze editie

2 min.
the road to challenger brands

Can you describe the typical Everlane customer? The Everlane community is curious, optimistic and determined to make the world better. It is incredibly special how our community engages with the brand and how they respond so strongly to our initiatives. They are willing to dive deep with us to not only understand why things are the way they are, but to understand how we can make them better. It’s a force that we are continually inspired and challenged by, and pushes us to do better. How does Everlane stand apart from other clothing retailers? Everlane is constantly evolving, making sure we are doing the right thing for our customer and the planet, all while being as transparent as possible along the way. This focus on doing the right thing has shaped…

4 min.
ready, set, super bowl!

It’s Super Bowl central here at Adweek. A frenzied week of marketing and media coverage is upon us, and you’ll find up-to-the-minute news on who’s in, who’s out, best/worst ads live from our Game Day war room, along with strategies and other insights on all our platforms, including our Big Game Tracker at Adweek.com and, of course, this entire Super Bowl-themed issue. Correct me if I’m wrong (as I’m sure you will), but you’re reading the only publication entirely dedicated to this annual brand bacchanal. And why shouldn’t it be? With 30-second spots going for as much as $5.6 million this year, which doesn’t include millions spent on production and talent, your ad better be memorable—in the best way possible. One spot we knew would catch some early buzz was Olay’s next…

3 min.
landing celebs for the super bowl

Each year, a host of celebrities take a break from their artistic endeavors to lend their talents to the likes of toothpaste, candy and potato chip brands, all in the name of football. It’s the Super Bowl, where stars are paid millions of dollars by advertisers to help them capture the attention of the roughly 100 million people who are presumably just as interested in the ads as they are the game. Nabbing celebrities is a process that involves analytics, negotiations and—perhaps most importantly—a strong backup plan or two in case everything falls through. MAKING THE DEAL Considering the high stakes nature of the game, sometimes Super Bowl advertisers turn to specialist firms to help them find and secure the right talent. For example, a number of brands and their creative shops work…

1 min.
tips for standing out

BE DIVERSE, BUT AVOID STEREOTYPES It’s easy to applaud brands like Olay, which is featuring five female stars in its ad this year, but that’s only half the battle. Aside from casting diverse talent, marketers need to ensure that they’re doing these stars justice by not falling into gender or racial stereotypes. According to the Advertising Benchmark Index, which measures gender equality in ads, half of last year’s Super Bowl ads featuring women scored “below norm,” meaning viewers did not feel as though they were realistically or accurately portrayed. SOCIAL MEDIA IS YOUR FRIEND A celebrity’s social media presence has become an increasingly important asset for marketers that want to ensure they get the most bang for their Super Bowl buck. If a star has impressive follower counts or engagement rates, that can…

4 min.
the big game isn’t for every brand

Brands will do anything to stand out, like direct-to-consumer sustainable cashmere company Naadam rolling out a campaign featuring goats having sex. Ads like these are vital for DTC brands, where every dollar has to work harder. Consider Super Bowl LIV, which sold out of in-game ad inventory within just a few days. Because, at $5.6 million for a 30-second spot, industry watchers do back-of-the-envelope math to see if spending that much money is worthwhile. For legacy companies like Anheuser-Busch, which will run four spots, the money is a drop in the bucket. But for DTC brands, spending $5.6 million on a 30-second spot seems silly when that money can be used elsewhere. DTC brands such as feminine hygiene company Thinx and Naadam are using budgets at a fraction of a Super Bowl…

1 min.
a look at thinx’s pfas controversy

Recently, an article in Sierra, a publication from the Sierra Club, alleged that some of Thinx’s products contained polyfluoroalkyl substances (PFAS) on the “inside layers of the crotch.” PFAS is linked to fatal health concerns, like cancer, and decreased fertility. In a statement, Maria Molland, CEO of Thinx, said, “While Thinx products comply with all legal safety standards in Europe and the United States, we go beyond those requirements and are constantly working to improve our products and manufacturing processes to use the safest substances and materials available.” Molland also said Thinx’s products undergo testing through third parties and meet Europe’s safety standards of REACH and OEKO-TEX, which as recently as September 2019 did not detect PFAS chemicals. Adweek has reached out to Sierra for comment.…