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Adweek January 6, 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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Adweek, LLC
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2 мин.
the road to challenger brands

How do you use data to deliver the best Freshly user experience? Insights shape and inspire everything from rapid product iterations based on consumer feedback to agile experimentation strategies across all functions. For instance, we get close to 40,000 ratings and reviews on a weekly basis, out of which 15,000 are open-text responses. We use NLP to analyze these responses on a daily basis and generate key insights. Our team of expert chefs on the production floor ensure culinary technique is resonating on a mass scale by making live adjustments to meals based off that insight. What’s the best way to measure Freshly’s success? We have our North Star KPI and a few contributing KPIs across the business. From a growth standpoint, the North Star KPI for us is our 52W…

4 мин.
activations are the new black

Brand activations have come a long way in achieving consumer engagement. The last few years, in particular, saw experiential marketing steadily mature, from a quirky niche tactic to a full-on, multiplatform strategy. And in this new decade marketers will only see more pressure to drive creativity to achieve a successful ROI and social media traction. Here, experiential pros from across the U.S. share their insights on what’s in store. BRANDS GOING DTC WITH TICKETED EVENTS Brands like Bravo, Eater, The New York Times and Revolt have recently launched multiday, ticketed consumer events and festivals, which will continue into 2020, according to Rich Goodstone, co-founder of live entertainment and experience agency Superfly. “Experiential will continue to go beyond a one-time brand activation to a monetized offering that will open up new revenue streams and evolve their…

1 мин.
what to leave in the past

Orchestrated photo moments Kleinhaut said brands should move away from building photo booths and floral walls simply for guests to pose, explaining that they often don’t connect with an experience’s purpose. “If an installation happens to inspire photos or look compelling in a space while also contributing to the overall message of the experience, then it has its place,” she said. The museum of everything The Museum of Ice Cream pioneered the “Instagram museum” concept when it launched in 2016, but the selfie factory model has become tired, according to Chiara Adin, co-founder and chief creative officer of N/A Collective, which creates events for Tinder and Twitter. “There is no need for another museum of tomatoes, color, rosé or pizza,” Adin said. “Brands’ multiroom experiences created around a single theme are starting to feel weak…

4 мин.
golden age of independent agencies

Despite the high-profile closings and acquisitions in 2019, 2020 could be a great year for independent agencies. Industry trends, including clients moving to project-based relationships and new capabilities leading to the democratization of data, are cutting down on scale-based advantages of global networks, allowing independent agencies to thrive. In December, Wieden + Kennedy was awarded Adweek’s U.S. Agency of the Year title for the second consecutive year, in part on the strength of being named U.S. creative AOR for McDonald’s over Omnicom’s dedicated unit We Are Unlimited. A few weeks prior, Knoxville, Tenn.-based independent agency Tombras expanded to New York with three new client relationships shortly after hiring Barton F. Graf and JWT vet Jeff Benjamin as CCO. Meeting previously unmet client needs Forrester principal analyst Jay Pattisall called W+K “the exception rather than…

1 мин.
data around the state of independent agencies

In 2018, 40% of 134 newly appointed/retained creative assignments recorded by data consultancy COMvergence went to independent agencies. For the first half of 2019, that total jumped to 44% of the 70 assignments, according to COMvergence founder and CEO Olivier Gauthier. In the first half of 2019, two creative independents were among the top three agencies for new business performance based on spending volume, according to COMvergence: Mother and Wieden + Kennedy. Gauthier said that independent media agencies won 34 of the 138 pitches COMvergence assessed in 2018 (nearly 25%), representing $1.9 billion of $12.3 billion in spend (15%). For 2019’s provisional total, that number rose to 56 of 149 pitches (nearly 38%), Gauthier said, representing $1.34 billion of $9.5 billion (14%).…

4 мин.
how 6-second ads fizzled out

The ad inventory in next month’s Super Bowl, which has been sold out since mid-November, includes spots of all sizes: 15 seconds, 30 seconds, 60 seconds, even 90 seconds. Well, almost all sizes: Fox did not sell any six-second ads in the game. “We’re very mindful of clutter,” explained Seth Winter, evp of sports sales for Fox Sports. “And frankly, I think six-second ads are clutter.” Fox isn’t the only one in the industry moving away from a linear ad format that was seen as revolutionary when it was introduced—ironically, by that very same network—just 2 ½ years ago. But after an initial wave of excitement in late 2017 and 2018, enthusiasm has waned. According to data compiled for Adweek by iSpot.tv, the number of six-second ads in major TV events has…