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Adweek May 4, 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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1 мин.
upfronts upended

In a normal year, media companies, buyers and advertisers would be getting ready for May upfronts—but, of course, this year is anything but business as usual. Most of next week’s presentations have been postponed or scrapped entirely due to Covid-19; NBCUniversal and Univision will be livestreaming “state of the marketplace” events during their original upfront time slots on May 11 and 12, but both companies stress that neither presentation is a replacement for their respective upfront events. Meanwhile, buyers and sellers are preparing for a staggered upfront marketplace this year. Those clients on surer economic footing during the pandemic, including consumer packaged goods, will begin talks in the next month or so, while those hit hardest by Covid-19, including travel, retail and dine-in restaurants, will likely negotiate later in the year, shifting…

1 мин.

Front-line health workers have risked their own lives to help people during the Covid-19 crisis—much like the superheroes that have dominated the box office, but without the same fanfare. So McCann Belgrade gave them the recognition they deserve by subtly turning doctors and nurses into the familiar superheroes we love. The agency’s head of art, Lidija Milovanovic, created portraits of health workers, augmenting the pressure marks and scars on their faces from wearing masks all day into the familiar lines of the masks worn by heroes including Spider-Man and Batman.…

1 мин.
clean is the next trend

Right now, nearly eight in 10 hotel rooms sit empty across the U.S., and just 42% of consumers trust hotels to take the necessary steps to ensure their health. So when travel resumes, America’s top hospitality brands are making sure consumers know rooms will be cleaner than ever. Hilton is partnering with Reckitt Benckiser, maker of Lysol, and rewriting its cleaning procedures with the Mayo Clinic. Marriott is launching a Global Cleanliness Council staffed with experts in hygiene and infection prevention. Airbnb, meanwhile, is bringing on former U.S. surgeon general Dr. Vivek Murthy to help develop a new cleaning certification program for hosts.…

3 мин.
game recognizes game

When the coronavirus shut the country down in March, it also halted professional sports. The NBA, NHL, MLB and others suspended their seasons. Top tennis tournaments, including the Miami Open and Wimbledon, were canceled, and the Olympic Games in Tokyo were paused until 2021. The implications were enormous for athletes, coaches, employees, fans and the bottom line. Everyone began to speculate about how games would be played post-pandemic. But the sports world was far from paralyzed. Teams connected to their communities with messages of hope, encouragement and charitable efforts. Sports marketers sought to do even more, and with Adweek’s mission to serve the marketing community, we were there to assist. The result, “The Real Heroes Project,” is nothing short of historic. It began on March 27 with major leagues and sports marketers—including…

4 мин.
energy drinks get a boost from big brands

High-octane sports typically go hand in hand with caffeinated dudes downing energy drinks to enhance their performance. Case in point: Category leaders Red Bull and Monster Energy posted videos on their respective social channels of quarantined athletes riding minibikes around their homes. It might not be this way for long, though. As the energy drink market continues to grow—U.S. sales increased to $14.2 billion in 2019 from $10.1 billion in 2014, per Euromonitor—beverage giants Coca-Cola and PepsiCo are making moves into the category. In addition to their marketing muscle, these moves could transform the energy drinks sector from one that targets young men doing intense sports into something more broadly marketed to all. In January, Coca-Cola, which owns a stake in Monster Energy, debuted its first energy drink called Coca-Cola Energy. PepsiCo…

1 мин.
why soda had a slow start

Part of what’s prevented Coca-Cola and Pepsi from entering the energy drink space until now is legal issues. As part owner of Monster, contract terms didn’t allow Coca-Cola to manufacture its own branded energy drink. Last year, an arbitration case reversed this decision. Pepsi, meanwhile, had a distribution deal with Rockstar that barred it from developing competing products. Buying the company outright dissolved this obstacle, which paved the way for the soda brand to launch its partnership with Bang Energy.…