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Adweek

Adweek October 5, 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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Страна:
United States
Язык:
English
Издатель:
Adweek, LLC
Периодичность:
Weekly
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2 мин.
the store of the future

The pandemic has accelerated several shopping trends that have been slower to take hold in the U.S. than elsewhere in the world. Out of safety concerns, many consumers turned to online shopping for items they’d never bought digitally before, such as groceries, and brands turned to shoppable videos to capture increasingly online quarantine audiences. But don’t count out brick-and-mortar just yet. While the pandemic has pushed a number of retail chains to embrace offerings such as drive-thru and curbside pickup for a more contactless experience, Walmart is embarking on what it says is the most comprehensive overhaul of its store environment in its history. The world’s largest retailer is set to begin redesigning its fleet of big-box stores around its mobile app, which will help them navigate the store and facilitate…

4 мин.
cable fills broadcast’s early fall void

Broadcast ratings for the early days of the new TV season dropped by one-third as broadcasters mounted makeshift schedules to fill the void until their top-tier scripted series can return later in the year. This continues the migration to streaming, which has accelerated during Covid-19. “Everyone’s down substantially. It’s only a question of how far you’re down,” said Catherine Sullivan, CEO at PHD USA. Without the usual September rush of broadcast premieres, fourth-quarter ad impressions are up in the air due to upended production schedules. Plus, there’s the risk of Covid-19 outbreaks shutting down production and pushing return dates back even further. Instead, some cable networks are looking to stand out among audiences and advertisers this fall with their own more stable offerings. Both AMC and FX are rolling out scripted series—including three…

4 мин.
drive-thru marketing

The Covid-19 pandemic has devastated the experiential industry this year, forcing brands to cancel pop-up events and agencies to lay off staff and close entirely. But as Americans get used to living with public restrictions, in-person events are returning—for those with access to a car, at least. Brands such as Freeform, HBO Max, Impossible Foods and Uber recently created pandemic-friendly drive-thru experiences where guests were required to wear masks, arrive at specific times and stay inside their vehicles. When executed safely, event pros argue that drive-thrus are an effective way to leave a positive impression on consumers who have spent most of 2020 “attending” events on their laptops or phones. “It’s good for the industry that brands are starting to think outside the screen,” said Lizz Torgovnick, CCO and co-founder at event…

4 мин.
brands experiment with deepfakes

Viewers tuning into ESPN’s Michael Jordan docuseries may have done a double take when the show led straight into what appeared to be a 1998-era clip of SportsCenter anchor Kenny Mayne predicting in far-fetched detail the exact circumstances of the documentary’s airing. The attention-grabbing stunt was the culmination of three weeks of scrambling on the part of ESPN, State Farm—which sponsored the segment—and their respective agencies. They attempted to parse an emerging technology better known for its nefarious potential for fake news: AI-powered deepfakes. The team was caught flat-footed when the onset of Covid-19 and subsequent early release of the documentary shut down production for a promotional spot. “The timing of it was, um, expedited. We’ll say that,” said Julia Farber, group account director at agency Translation. “There were shifts working nonstop on…

4 мин.
the end of cultural icons

“Gone are the days of Top 40, it’s now the top 43,000,” proclaimed Spotify in September 2020. The music streaming service noted a decline in popularity of top songs on its platform. At the same time, the popularity of smaller hits remained unchanged. Where popularity was once a pyramid, now it’s a diffuse network. Welcome to the post-icon age. The 1980s had Air Jordan and Back to the Future, and the 1990s had Vans Half Cab, New Balance 1500 and Britney Spears. Now we have reeditions, inspired by, brought back and in collaboration with. We also have anti-icons, like Kanye West, Adam Neumann and Elon Musk, who are as known for their social media antics as for their creativity. The problem is not the crisis of originality or the lack of creativity. Iconic products, ideas…

3 мин.
dorothy hui

Adweek: How did you get to where you are today? Any noteworthy aha moments along the way? Hui: I landed an internship at Astralwerks by emailing the record labels behind some of my favorite albums. I got my foot in the door by combining my own personal passion for music with the courage to cold-call (email) people. Over the course of my career, the media ecosystem has evolved. I’ve learned that knowing when to abandon the tried-and-true is critical in order to stay ahead of changing fan behaviors. What’s currently happening in marketing that most excites you and how is it changing the future of the industry? TikTok is redefining self-expression and music discovery. Unlike other platforms, where there is a heavy focus on new content, on TikTok the release date…