Adweek October 19, 2020

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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.
the richards exodus

Motel 6’s promise to “leave the light on for you.” The Chick-fil-A cows. Ram’s mesmerizing Super Bowl ad, “Farmer.” Such work made Dallas-based The Richards Group a consistent creative powerhouse, but three words—”It’s too Black”—created an unprecedented spiral of backlash that cost the 700-person agency almost all of its clients. Founder and owner Stan Richards used the phrase to criticize a Motel 6 campaign idea in an internal meeting, and the resulting fallout quickly included the loss of the decades-old client relationship, along with The Home Depot, Keurig, Dr Pepper, Salvation Army and more. “I made a mistake. The biggest mistake of my life, one I will never be able to adequately explain or take back,” Richards said in announcing his exit. “All I can say is that I was wrong.” Industry observers…

1 мин.

The Martin Agency tried an unusual tactic for finding creative talent on Twitter and Instagram. While promoting new roles on social media is not uncommon, the agency gamified the application process by posting cryptic clues about seven new client wins, and challenging prospective employees to guess the accounts for the chance to work on them. “Even in the midst of [the pandemic], there’s a lot of competition for the best talent,” said CSO Elizabeth Paul. “In our overarching commitment to bring in diverse talent, we’re always thinking of ways to lower barriers and cast a wider net.”…

1 мин.
scary good idea

Artists have long been fascinated by skeletons and skulls. Depictions can be traced as far back as 8,000 B.C., but perhaps never at quite the scale of the 12-foot Giant-Sized Skeleton sold at Home Depot that has captured the hearts of thousands and inspired numerous memes. Since Sept. 23, the skeleton has more than 155,000 mentions across social media, and has received 1.2 million engagements. “The lesson here is that if the product is going to make for incredible pictures, it is going to do well on the internet,” said Todd Grossman, CEO of the Americas at Talkwalker.…

5 мин.
hard seltzer’s staying power

Ever since the hard seltzer summer of 2019, alcohol and beer brands big and small have been clamoring for a sip of the category’s success. Off-premise sales of hard seltzer—drinks purchased at a retail store or through an app rather than at a bar or restaurant—grew $2.4 billion from the end of summer 2019 through summer 2020, according to Nielsen. And 95% of that growth came from just five brands: White Claw, Truly, Bud Light Seltzer, Corona Hard Seltzer and Vizzy. No label appears to be able to catch Mark Anthony Brands’ White Claw, the first hard seltzer to rise to popularity last year. Its dominance hasn’t slipped, even amid a monthslong internal restructuring in the marketing department. (Due to that restructuring, White Claw declined to comment for this story.) But the…

1 мин.
how the claw became the law

While White Claw wasn’t the first hard seltzer to market, it might as well have been. The White Claw brand’s viral popularity has driven the growth of the entire category. Nielsen reports that White Claw accounted for 63% of hard seltzer’s total growth in a 13-week period prior to the pandemic. While that lead slipped to 43% of category growth this summer as new brands proliferated, overall hard seltzer growth only accelerated amid the pandemic, with White Claw perpetually leading the way. From a branding perspective, “they got a lot of things right,” said Schuemann. To start, the name was “brilliant,” he said. “White” invokes something refreshing and light, while “claw” sends a strong, hard message. “The play of that, it’s so easy to remember,” he said. The packaging, with its…

4 мин.
the future of brand safety

Advertisers are always conscious of brand safety. But a pandemic and civil rights movement have brought a new sense of urgency to the issues of ad placement. To meet the challenges of the moment, publishers and media buyers are adopting new data tools designed to ensure greater brand safety. Still, the potential analytics cures threaten to change the way ads are bought and sold. At bottom, publishers and media buyers express hope that the spring health emergency and summer of protest will prompt both sides to have franker conversations about advertisers’ needs and publishers’ solutions—and what each side can reasonably provide. “The principles of brand safety haven’t changed, but the ability to demand greater transparency has,” said Andrew Goode, evp, head of biddable media, North America at Havas Media. “Media organizations should…