Adweek

Adweek February 15, 2021

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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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País:
United States
Idioma:
English
Editor:
Adweek, LLC
Periodicitat:
Weekly
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33 Números

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2 min.
back to the old normal?

One of the earliest event casualties of Covid-19 last spring was media companies’ in-person upfront presentations, which were either postponed and shifted on the fly to virtual events, or outright canceled. But a year later, the industry is returning to a more normal upfront cadence and schedule, with several companies announcing they will once again hold their usual events beginning this week. WarnerMedia will kick things off with its inaugural Kids and Family Upfront on Feb. 17, followed by A+E Networks on March 3. During the traditional upfronts week beginning May 17, several major companies have committed to virtual presentations with Disney leading the charge—after all, most marketers “are back to their regular cycle” following the pandemic disruptions, according to Disney ad sales chief Rita Ferro. Discovery, WarnerMedia and ViacomCBS quickly…

2 min.
road to challenger brands

How did you come up with the idea for Hello products? I feel like personal care was impersonal. There was nothing very human about it and everything was kind of threatening. So the need I was trying to fill was on a couple levels. One is anything that goes in your mouth should taste awesome. And anything that goes in your mouth is ultimately going in your body, so it should be as natural as possible. You take that and then layer in this humanity, this personality. That was what I thought was the opportunity. ‘Every category could use something a little bit more fun and natural.’ What innovation has Hello Products brought to the space? If you use charcoal toothpaste, ours might be better than most of the quote-unquote premium super whitening…

1 min.
starting over

Code and Theory was just handed a rebranding assignment like no other, tasked with reimagining the identity and visual representation of one of the NFL’s oldest franchises as it moves away from a former team name widely regarded as one of the most racist in professional sports. The new brand and identity will be developed with the goals of inclusivity, reflecting the D.C./Maryland/Virginia region, and resonating with fans both regionally and across the country, while also nodding to the team’s long history. “A team embodies itself in the community almost unlike any other brand. It’s important to make it very transparent and inclusive,” Code and Theory founder and CEO Dan Gardner told Adweek. “We wanted to take the history and not forget it’s one of the older organizations [in the NFL], and…

4 min.
love and lockdown

Valentine’s Day has come and gone, despite social distancing protocols limiting singles’ chance for romance. Even still, online dating apps had a record-breaking year, according to mobile analytics provider App Annie. Avoiding boredom appears to be behind that surge in dating app activity. According to App Annie’s research, audiences flocked toward anything entertaining during lockdown. That dynamic ultimately produced $3 billion in consumer spending across dating apps, for a gain of 15% year over year globally. Dating apps owe their success to more than simply facilitating in-person meetups, said App Annie analyst Lexi Sydow. They provide a view into others’ lives, much like Instagram. “The swiping is a really strategic gamification feature. [Users are] passing the time,” Sydow said, noting that distractions can take many forms. While none of the brands divulged post-lockdown strategies,…

4 min.
the online speech decision-makers

Following the Jan. 6 insurrection at the U.S. Capitol, former President Donald Trump was impeached by the U.S. House of Representatives. But he was also impeached by corporate America. All of a sudden, social media companies cut ties with Trump en masse, despite years of him violating platform rules. “Does it have to be a violent insurrection at the Capitol?” Shannon McGregor, an assistant professor at the University of North Carolina who researches social media platforms, commented on the tipping point in an interview with Adweek. Often, McGregor noted, social platforms give politicians more leeway than regular users under the guise of “newsworthiness.” The extent to which companies should moderate content has been a messy debate, testing the parameters of free speech on private platforms and culminating with Trump’s removal. And while platforms…

4 min.
a founder-led future

Last year, shops of all sizes made changes on the fly to weather continuous economic headwinds and changing client demands. Most managed to survive, and some even thrived. However, in the middle of it all was looming data from industry analyst Forrester: By the end of this year, 50,000 agency jobs at all levels will disappear. There is a great deal of talent out there now. Not only do they have the agency experience, but many also have the brand contacts to start their own shops. Some industry insiders speculate that the next great indie-agency boom could be on the horizon. “People at some of these agencies [were] already ‘intrapreneurs,’” agency consultant Peter Levitan said, referring to those who drove innovation and growth at their previous shops. “So these people then become entrepreneurs…