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Adweek

Adweek September 21, 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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国家:
United States
语言:
English
出版商:
Adweek, LLC
出版周期:
Weekly
购买期刊
HK$61.94
订阅
HK$1,000.09
33 期号

本期

1
adweek pro

AGENCY MEMBERSHIPS Designed specifically to help agencies thrive in a crowded, competitive marketplace Benefits: ✓ Agency CEO sit-down with Adweek’s senior editorial team ✓ Quarterly meet-and-greet with Adweek editorial team (limit 5 agency team members or clients) ✓ Tickets to Adweek’s quarterly thought leadership event series, Elevate ✓ Unlimited personnel announcements on The Adweek Wire: People Moves (new self-serve portal for posting new hires and promotions) ✓ License for official logo usage to promote any Adweek awards or honors your agency receives ✓ Unlimited job posts on Adweek Jobs ✓ Adweek Pro Digital + Print memberships for your agency and brand clients CORPORATE MEMBERSHIPS Share Adweek’s essential content with your entire team Benefits: ✓ Unlimited access to Adweek.com content ✓ Adweek exclusive reports ✓ Daily content on Adweek app ✓ Admission to select invite-only Adweek events ✓ Access to the Adweek.com archives ✓ Digital edition of Adweek magazine ✓…

1
show me the metrics

The pandemic has greatly accelerated the digital shift in everything from television viewing to grocery shopping. This has only magnified the need for accurate digital measurement. Advertisers are looking for the right metrics to gauge campaign results, and companies are stepping up with new offerings. Translation Enterprises is combining its cultural intelligence with Nielsen’s planning and activation solutions to measure cultural impact. As Translation founder Steve Stoute put it, segmentation has failed the industry: “You want to get at audiences with a high likelihood of being engaged with your product and being engaged with your storytelling.” Nielsen is also rolling out a new tool called Nielsen Compass, which matches audience levels across various media with sales data to gauge an ad campaign’s return on investment across multiple product categories in 50 countries,…

1
brand marketing

Southwest Airlines launched its second national campaign of the pandemic, going against the grain of an industry that’s faced pandemic-induced decimation. The “Wanna Get Away” campaign, first rolled out in 1998, was resurrected by agency GSD&M and will run on primetime television, making Southwest the top spender in traditional TV advertising. The airline is uniquely positioned, with routes concentrated in Mexico and the Caribbean—some of the few destinations where Americans are allowed to travel now. “Southwest’s voice is that much larger when its competitors are absent,” noted Henry Harteveldt of Atmosphere Research Group. “Brand loyalty is low.”…

1
‘building a world that works’

Founded in 1892 with a line of incandescent lamps, General Electric no longer looks much like the company that Thomas Edison created. But it’s still powering fundamental parts of life not just in the United States, but all around the world. To better convey its modern mission, after two decades of “Imagination at work,” GE unveiled a new tagline—“Building a world that works.” “We, today, are a company made up of four very large industrial businesses: aviation, renewable energy, gas power and healthcare,” said GE CMO Linda Boff. “So this idea of ‘building a world that works’ is so resonant.”…

6
apple changes the privacy game

Apple is Silicon Valley’s self-appointed champion of online privacy, a stance that sets it apart from its peers in the Big Tech realms, many of which rely on substantive advertising revenues. Noble as the stance may be—not to mention its value to the iPhone-maker’s brand equity—it requires measures that draw the rancor of the media industry. Away from its glitzy device launches this fall, Apple also will roll out a series of updates, including iOS 14 (on Sept. 16) and MacOS Big Sur, that will certainly challenge the industry. Most notably, publishers will feel the heat as Apple continues to pull up the drawbridge, shutting off user data valuable to companies reliant on platforms such as its mobile operating system iOS and web browser Safari. Three years ago at its Worldwide Developers…

3
buyers navigate fall tv’s plan b

The 2020-21 TV season begins this week, which normally would mean a flurry of premieres for new and returning broadcast shows. Last year, 79 programs debuted within the season’s first month. But this year is anything but normal due to Covid-19, which continues to disrupt and delay production. The pandemic has forced broadcasters to cobble together makeshift schedules for the early weeks of the fall until their biggest scripted shows can return in November, when NBC dramas like This Is Us and Law & Order: SVU will debut, or in early 2021, when Fox shows like 9-1-1 and The Resident will be back. While Fox and The CW announced pandemic-proof fall schedules in May, with most scripted shows delayed until midseason, the other broadcasters held out hope that production would resume in…