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Adweek April 15, 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.

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1 мин.
enquiring minds

American Media LLC is exploring a sale of several of its titles, including the National Enquirer (both the U.S. and U.K. editions), Globe and National Examiner, the media company’s board announced Wednesday. The news comes as the publisher has been swept up in its own slew of negative headline scandals, after Amazon founder and The Washington Post owner Jeff Bezos accused execs of attempted extortion and blackmail. Bezos specifically named CEO of American Media, David Pecker, in his lengthy write-up which alleged that American Media threatened to release damaging text messages unless he agreed to cooperate. The decision to explore a sale of the tabloids comes after the company has been “keenly focused” on growing its other brands, Pecker said in a statement. The company also publishes Us Weekly, Star,…

1 мин.
brand marketing

Juicy Fruit’s inimitable “The taste is gonna move you” spot from 1986 appears poised to take over the neurons of a new generation. Until the end of May, Wrigley’s, with creative help from DDB, is giving Canadian consumers the chance not only to hear five all-new renditions (including country, R&B and hip-hop versions) of this classic earworm, they also can vote on the one the company will ultimately use. A spokesperson for Mars Wrigley Confectionery Canada explained that “consumers have a special connection to the jingle and we’re going to tap into a new generation of fans with the Canadian relaunch.”…

1 мин.
in adweek history oct. 17, 2005

In 2005, Stewart Copeland was 21 years out of the best job he’d ever had: playing drums for The Police. Starting in 1979, the trio led the second British invasion and eventually sold over 100 million albums. But when the band split in 1984, Copeland went looking for a new gig. He found it doing TV commercials. Adweek caught up with the drummer in Los Angeles on the heels of his having written the music for a Mitsubishi spot. “We just went down to the studio and pounded it out,” he told us then. Asked how scoring for commercials compared to drumming for an arena band, Copeland said his life with The Police was “a fairy tale,” and he enjoyed pleasing clients in “the real world.” But Copeland was still hoping for…

4 мин.
ditching the donuts

The coffee chain formerly known as Dunkin’ Donuts surprised consumers last September when it dropped ‘Donuts’ from its name, becoming simply Dunkin’. After introducing the change with a tongue-in-cheek campaign from BBDO in New York—proclaiming it was on a “first-name basis” with consumers—the brand rolled out new packaging this past January to reflect its shortened name. To understand what it takes for a behemoth like Dunkin’, which has over 12,800 locations worldwide, to undergo a makeover of its visual identity, restaurants, packaging, name and more, Adweek got an exclusive look inside the process. Though it’s Dunkin’s seventh redesign, it’s the first comprehensive name change since 1950 when founder William Rosenberg made the switch from Open Kettle to Dunkin’ Donuts. The nearly 70-year-old brand worked with design firm Jones Knowles Ritchie (JKR)…

1 мин.
buzzy rebrands

Three other brands have recently retooled their visual identities. The most successful rebrands simplify the brand and capture its essence, per Metaforce’s Allen Adamson. “If you try to simplify and change your meaning, that’s where you can get into trouble,” he said. STAPLES The office supply chain wants to be known as a “worklife fulfillment company.” That’s why earlier this month it unveiled a new logo, a digital brand experience and The Loop product guide. UBER Coming off a difficult year, Uber tried to woo consumers last fall with a makeover including a custom typeface, new colors and an in-app redesign. WW Last September, Weight Watchers overhauled its identity, moving from a weight-loss brand to a wellness brand via a new name, logo, color palette and font.…

4 мин.
will bundling save media?

Bundling has been losing favor in the TV industry, as more consumers cut the cord in pursuit of á la carte TV options. But on the media side, the concept of media bundling—in which publishers and platforms partner to offer services for a discounted price—has been gaining momentum as an alternative to subscription fatigue. However, it remains unclear whether media bundling will be the white horse that publishers are seeking—breathing new life into an industry desperate for revival—or more of a Trojan horse: offering just enough sparkle to entice publishers, drawing them in on a promise to expand reach, but not providing enough data or insight as to who that larger audience is. On one end of the spectrum, there are offerings like Scribd and The New York Times (which offer new…