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AdweekAdweek

Adweek

June 10, 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.

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

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the road to nextech

What’s your general strategy around the publishing space? Neil Vogel: For us, it’s all about the discipline to stick to what we knew, rather than trying to do a ton of different things in the space. That meant going deep on what we were very good at, and over time, we learned that that’s content—specifically, the kind of content that helps people. When that realization hit, all we needed to figure out was the quickest way to get our content to the people that wanted and needed it. When you think of it that way, suddenly the path becomes very clear; we just needed to figure out how to make our sites as fast as possible, to get people the content they loved as quickly as possible. And it turned out…

access_time1 min.
in adweek history may 4, 1981

When Walter Cronkite stepped down from the CBS Evening News in 1981, eyebrows rose over the man the network moved into his place: Dan Rather. Granted, Rather had his chops. He’d covered everything from the JFK assassination to Watergate and had most recently moved onto 60 Minutes. But many thought the chilly, hard-bitten Rather was a poor understudy for the fatherly Cronkite, for years known as “the most trusted man in America.” Among the skeptics was Adweek, which is celebrating its 40th anniversary this year. Early in 1981, we suggested that “CBS may have blundered when it chose Dan Rather.” He was too stiff, we said; he lacked “charisma.” We’ll never know if CBS brass read that issue, but soon afterward Rather ditched his blazer and started wearing sweaters on…

access_time4 min.
10 campaigns that will win at cannes

For the past 17 of his 34 years with Leo Burnett, Mark Tutssel has been sharing his predictions for which marketing campaigns will win at the Cannes Lions. And, as one of the only agency leaders to serve as a Cannes jury president five times, he’s had a 100% success rate in recent years. Tutssel is just weeks away from retirement, but he agreed to do one last prediction list for Adweek. Here are a few of his selections for sure bets in 2019: JOHN LEWIS & PARTNERS, “THE BOY AND THE PIANO,” ADAM&EVEDDB With his farewell tour underway and a biopic coming to theaters, Elton John was already at risk of saturating pop culture when British retailer John Lewis released its holiday spot in 2018. But the brand and adam&eveDDB brought a…

access_time4 min.
are retailers the new agencies?

At last month’s upfronts, Target gathered press and media buyers in a room bathed in neon lighting on New York’s West Side, where one of the company’s executives presented the retailer’s newest innovation: Roundel. Rebranded from Target Media Network, Roundel is Target’s in-house creative agency and media network. The shop offers content creation, media placement and other advertising-related services for brands lining the shelves of Target stores, like Disney and Unilever, as well as those that don’t, like Mastercard. It’s a model we’ve seen other behemoths debut in recent years. Walmart Media Group and Expedia Group Media Solutions follow a similar formula, and major brands like Verizon and Procter & Gamble have brought some or all of their advertising in-house. But now, these marketers aren’t just doing their own advertising—they’re offering…

access_time4 min.
don’t give the robots our creativity

It seems robots can now create artwork and write symphonies. Last year, Christie’s sold a painting created by artificial intelligence for $432,000. But can robot-made or data-driven art, literature or music really stir the soul? I’ve been a judge at various creative awards shows over the years. In this time on awards juries, I have seen lots of innovative technology and plenty of so-called “data-driven” entries. But despite their inventiveness and slickness, most of them leave me cold. When the focus is purely on tech and there’s little evidence of human creativity alongside this, there’s no spark, warmth or humor. It all seems a little soulless. To craft great work, we still need humanity to be the driving force. There is, of course, a massive role for technology and data, and we should absolutely…

access_time3 min.
nathaniel ru

What defining characteristics make Sweetgreen a challenger? Some of our biggest innovations have been focused on building our supply chain for scale and leveraging technology. Today, we work with over 150 farms that distribute food to six regional supply chains servicing 94 locations nationwide. We have spent the last few years building a decentralized supply chain system so that we can provide the best quality and consistency while still being flexible to what is in season. We want to change the industry norm that fast food has to taste the same everywhere and show that it’s normal to have a Guacamole Greens taste different in Los Angeles than it does in Washington, D.C. Technology has always been a tool for us to enhance the experience, but never to replace it. Today, our…

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