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Adweek

Adweek August 31, 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.

Страна:
United States
Язык:
English
Издатель:
Adweek, LLC
Периодичность:
Weekly
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3 мин.
road to brandweek

This year has brought unprecedented challenges for marketers. What’s been the hardest lift for you, and how are you getting through it? Supporting our community in deeper, more meaningful ways. Though we didn’t anticipate any of the challenges we have all faced this year, our commitment to leading with purpose and living our values not only helped sustain internal morale, but—paired with our e.l.f. speed—also enabled us to pivot quickly and launch things like our “Eyes.Lips.Face.Safe” campaign and e.l.f. Cares, a content hub with resources on Covid-19 safety and fighting anti-Black racism. What lessons do you think the marketing and advertising industry will come away with? What changes has the pandemic accelerated? So many! But first, content. The creation of content has been totally reimagined—and produced virtually at a fraction of…

2 мин.
black lives matter co-founders are this year’s beacon award honorees

There is perhaps no better example of a 21st century global movement than Black Lives Matter. What began in 2013 as a hashtag response to the shooting death in Florida of Trayvon Martin grew into a decentralized grassroots network whose mission was to protest against anti-Black racism and police violence. “When I hashtagged #BlackLivesMatter, I knew that I wanted it to go viral across social media,” Patrisse Cullors told Adweek contributor Shannon Miller as part of an in-depth conversation with BLM’s co-founders. “But I especially knew that I wanted it to be something that would change the world.” And it is. With the police killing in May of George Floyd, and the pandemic disproportionately impacting the Black community, BLM became the rallying cry heard around the world, with marches in Rome, Madrid,…

1 мин.
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4 мин.
dwyane wade wants to fix diversity issues in marketing

NBA legend Dwyane Wade, considering his next move after retiring from the Miami Heat in 2019, decided to help marketers connect with diverse audiences. Doing so would fill a void he identified from years of firsthand experience with brand partnerships during his storied playing career. Wade launched CAA AMP in January to serve as a gut check for marketers trying to reach what he calls “the new majority.” The startup, described as a “cultural strategy agency,” would “amplify voices and represent the audience that’s not often seen or heard.” In the months since its debut, the collaboration with powerful Hollywood talent agency CAA has assembled a senior leadership team despite the country locking down due to Covid-19. And AMP has hit the ground running with clients, advising about a dozen marketers so…

2 мин.
the team behind amp

ARLESHA AMAZAN, part of Wade’s inner circle for a decade, beginning at Wade Enterprises and continuing to CAA, was integral in building his extensive sponsor roster, which includes Gatorade, Pepperidge Farm, Stance and a landmark lifetime alliance with Chinese sporting goods company Li-Ning. Vetting the nuts and bolts of endorsements over the years sometimes meant she had to do “authentic cleanup,” she said, so the activations would “fit with who Dwyane was as an athlete and a Black man.” Taking on AMP’s growth and business development, Amazan will continue to consult with CAA’s NBA clients like Gary Harris, Udonis Haslem, Jaren Jackson Jr. and Coby White. DESMOND MARZETTE, former ad creative at Wieden+ Kennedy, spent the last six years at Nike’s Jordan Brand, which he called his “dream job selling the…

4 мин.
text-to-voice is the latest audio craze

Across the websites of local newspapers such as the Miami Herald, The Sacramento Bee and The Kansas City Star, a new embedded narration option now offers to read each article aloud with a cadence, inflection and sometimes even an emotional tone that one would expect from a real human speaker. But the voice reading the articles on these McClatchy media properties is no human—though sometimes it imitates one convincingly enough to fool focus group participants. Rather, it is a neural network trained on thousands of hours of human speech patterns to yield a text-to-speech tool that represents a turning point for a technology long known for its stilted monotone and awkward pacing and pronunciation. McClatchy, which partnered with startup Trinity Audio on the tool in April, is not the only newspaper turning…