Business & Finanz

Adweek December 9, 2019

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.

United States
Adweek, LLC
Mehr lesen
7,15 €(Inkl. MwSt.)
115,49 €(Inkl. MwSt.)
33 Ausgaben

in dieser ausgabe

3 Min.
40 years bold

Adweek breathed its first breath on Nov. 19, 1979. It also came close to it being its last. At 3 a.m. on that date alarms at the Norad missile command center in Colorado sounded a full-scale nuclear attack was underway. Defense analysts’ computers showed 250 Soviet nuclear missiles bearing down on the United States. One congressional investigator years later noted that “compared to this raid, Pearl Harbor was a Sunday picnic.” Fortunately, and quite obviously, the story has a happy ending. Satellite data indicated it was a false alarm. As things turned out, the Cold War is just one of the upheavals that Adweek has lived through. In the four decades following our founding, we’ve lasted through three wars, five recessions, seven presidential administrations and one long era of digital disruption—and we’ve not…

2 Min.
times are a-changin’

Times Square is the epicenter of New York’s tourism industry—and, by extension, the country’s biggest stage for advertising. But the Crossroads of the World wasn’t always the glossy destination of today, where the cost of billboard real estate can be just as eye-popping as the rent for actual storefronts. Over the course of its history, Times Square has been home to peep shows, nightclubs, theaters and the American Horse Exchange, and as its purpose evolved, so did its advertising. When the Interborough Rapid Transit Co. brought the first subway line to the city in 1904, what was then known as sleepy Longacre Square became a hot commodity for the people expected to flock to the stately intersection of Broadway and Seventh Avenue. Its rechristening came by way of former Mayor George B.…

1 Min.
bad business

1981 M&MS DON’T PHONE HOME Amblin Productions asked to feature M&Ms in E.T., but Mars Inc. turned it down. Instead, Reese’s Pieces, made by Hershey’s, became the extraterrestrial’s candy of choice. 1993 NEWTON IS A BAD APPLE Anticipation for Apple’s first personal digital assistant, the Newton, was high. Ultimately though, the device’s promise of recognizing handwriting didn’t blow customers away; it was even parodied on The Simpsons. 1998 FRITO-LAY FAILS TO WOW! At the height of the fat-free craze came Lay’s Wow! chips. Unfortunately, they were made using the fat substitute Olestra, which required some seriously unpalatable health warnings. 2000 BLOCKBUSTER’S BIG MISTAKE A few years into Netflix’s home-video business, CEO Reed Hastings offered to sell to Blockbuster for $50 million. Blockbuster passed on the offer. 2006 YAHOO BUNGLES FACEBOOK ACQUISITION Remember Yahoo? The internet media brand had a shot at acquiring Facebook, but…

2 Min.
in good company

SIERRA NEVADA While Sierra Nevada didn’t brew its first batch of beer for sale until 1980, the craft brewery started in 1979—and its ’79 Stout is a nod to its first recipe. According to Sierra Nevada, the company was already 10 years in the making by the time it was founded in 1979, as its founder Ken Grossman purchased his first homebrewing kit as a teenager in 1969. Fast-forward to today and craft beers have flourished across the country, with Sierra Nevada as one of the largest craft breweries. BLACK & DECKER DUSTBUSTER The DustBuster stems from an unlikely source: NASA. According to the space agency, an “Apollo-era partnership with Black & Decker to build battery-operated tools for moon exploration and sample collection led to the development of a line of consumer, medical…

6 Min.
is hero worship dead?

For decades, advertising worshipped a consistent pantheon of dapper demigods. They founded scrappy agencies that became global juggernauts, several wrote books with their own names in the titles and most left behind legacies of inspirational leadership speckled with quotable witticisms. But do names like Bill Bernbach, Leo Burnett, Jay Chiat and David Ogilvy—or the many (still overwhelmingly white and male) creative leaders who’ve come along since—still pack as much motivational punch with today’s rising agency creatives? The changing nature of hero worship in advertising can be attributed to a combination of factors, including the industry-rattling disruption of the digital age, the changing landscape of leadership that has created client-side superstars and the #MeToo era’s ringing reminders to be careful whom you idolize. The result is a work-force that often seems leery of…

4 Min.
the democratization of tastemaking

Influence wasn’t always quantifiable. Sure, celebrities and models could sell magazines, and there’s no question that Oscar-winning actors, superhuman athletes, chart-topping musicians and globally known politicians can convince people how to think (or to buy certain products). But the idea of influence as a measurable metric is a newer phenomenon, one predicated by normal people with large social followings putting content on the internet. While celebrities still hold a tremendous amount of societal influence, a 15-year-old with a knack for making YouTube videos can wield as much leverage with certain audiences as a popular movie actor. And this has upended the way marketers look at the power of suggestion. “It’s somebody that had the ability to connect and engage in an authentic way with a community that ultimately brings them in and…