Adweek October 25, 2021

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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22 Numeri

in questo numero

1 min
how to be a brand on tiktok

TikTok now boasts 1 billion monthly users, which means if any brands have been holding out, it’s time to jump in. Mondelēz International is the platform’s most successful snack maker, with two brands having surpassed 1 million followers: Sour Patch Kids and Oreo. According to TikTok’s Nick Tran, brands shouldn’t aim for perfection; instead, try vulnerability and authenticity, doing what every other great TikTok creator does to foster a devoted following: entertain. Brands can do this by jumping on trends, such as asking user Emily Zugay to redesign their logo, or recreating a viral baked feta pasta recipe—which Sour Patch Kids did with candy. Broadly speaking, Mondelēz brands participate, including starting rivalries like real siblings. Rachael Samuels of Sprout Social noted that posting comments, sharing user-generated content and reviving fan favorite products shows…

1 min

In 2019, Old Spice launched “Men Have Skin Too,” an episodic campaign—starring comedians Deon Cole (Black-ish) and Gabrielle Dennis (A Black Lady Sketch Show)—about a husband who is unable to hold onto his favorite products due to his wife’s tendency to “borrow” them. Now, they’re in therapy on Nia Long’s couch; surprisingly, it’s the first commercial for one of the most recognizable talents in Black entertainment. Another groundbreaking aspect of the ad? “We are seeing a Black man sitting in therapy,” Long said. “In the Black community, therapy is a little bit taboo.” —Shannon Miller BIG NUMBER $900 million THE VALUE OF MEGAHIT HORROR SERIES SQUID GAME FOR NETFLIX…

3 min
kimberly wilson

Before the credits to 1999’s The Best Man finished rolling at the theater, Kimberly Wilson was ready to mail her internship application to BET headquarters. Wilson was looking for a career change when she saw actress Nia Long’s character, Jordan Armstrong, a music and TV producer at the network. “I remember looking at the screen and thinking, ‘Oh my god, I don’t know how I’m going to do it, but I want to do that,’” Wilson said. “Her character was polished and educated and just seemed to have it together.” Wilson’s resume didn’t match the profile of a typical BET intern. The Chicago native had just gone back to college at 27 and had no experience in marketing, but her folder landed on the right person’s desk. “After I mailed the application, I…

7 min
getting brands to net-zero

Climate news seems to get bleaker by the day. From a Texas-sized island of plastic swirling in the Pacific Ocean to mountains of discarded clothing washing up on the shores of Ghana, consumers are paying attention. And they’re demanding action and accountability from brands. In response, brands are experimenting with new materials, processes and business models. But while some are genuinely pursuing strategies to reduce industrialization’s impact on the planet, others are scraping by and doing the bare minimum just to look like they care. For consumers, that’s where things get fuzzy. What should sustainably minded people trust and look for in clothing brands, food companies and even wines? And how can advertisers communicate a genuine commitment to the climate? Climate Neutral is one of many organizations trying to answer that question. Through…

4 min
a drop in reverse auctions

Agencies sometimes spend six months or more working on a pitch for a coveted potential client, only for that client to decide at the eleventh hour that the pitch will end in an auction over the phone—lowest fees win. New business execs at ad agencies characterized that process—which is commonly referred to as reverse auctions, procurement-led auctions and e-auctions—as demoralizing and destructive to the industry, calling it a “race to the bottom” where no one wins. Industry sources told Adweek they saw reverse auctions most commonly in the early to mid-2010s. Now, nearly a dozen ad agencies Adweek spoke to said reverse auctions are becoming rarer. Several said they saw a decline after it was made public that Nike was considering a reverse auction to find a digital agency in 2018. Despite marketing…

4 min
will brands finally say ‘no’ to fur?

For decades, organizations such as the Humane Society of the U.S. and People for the Ethical Treatment of Animals (PETA) have worked toward creating a more humane world for animals. But until recently, efforts to convince consumers, businesses and governments to ban the production and sale of fur largely fell on deaf ears. The pandemic, however, may be the final push brands needed to stop selling fur. It has given consumers time to think about their values and preferences and shined a light on both threats to the environment and the role of animal fur farms in spreading Covid-19. The list of brands that have decided to go fur-free in recent months includes luxury banner Saks Fifth Avenue, outerwear company Canada Goose and luxury conglomerate Kering, the parent of labels such as…