Adweek October 26, 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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2 мин.
gone in a quibi

Quibi, the streaming video startup that wanted to be known for revolutionizing short-form content, is now a short-lived casualty of the streaming wars. The app, which debuted April 6, was the brainchild of Hollywood fixture Jeffrey Katzenberg and businesswoman Meg Whitman, promising programming of all kinds that clock in under 10 minutes per episode—“quick bites” (from which Quibi is derived) designed to appease viewers on the go. However, Covid-19 assured that just about nobody was on the go, hamstringing the app’s early hopes. But the service also failed to catch on in other ways. Its marketing centered on the Quibi brand rather than its programming selection, and the service lacked buzzworthy hits. The app didn’t allow screengrabs or TV casting, limiting social sharing and family co-viewing that could have lent the service…

5 мин.
halloween’s spooky conundrum

THIS HALLOWEEN had a lot going for it in terms of being an optimal day for spooky celebrations. The holiday lands on a Saturday with a full moon, for starters. Plus, daylight saving comes to an end in the wee hours of Nov. 1, giving revelers an extra hour to stay up late eating candy and bingeing horror flicks. This convergence of events is so rare that it won’t happen again for at least another century and a half, according to the Halloween Industry Association, a trade group formed to promote the holiday. Unfortunately, the current public health crisis has dampened the Halloween spirit. To help slow the spread of Covid-19, the Centers for Disease Control and Prevention (CDC) warned against traditional trick-or-treating. Haunted houses, hayrides with strangers and crowded indoor costume parties…

4 мин.
social media apps want you to vote

If you’ve been on social media in the last few months, you’ve most likely been asked to register to vote—repeatedly. But those notifications may be crucial in an election year where Covid-19 has complicated voting. A recent Brennan Center for Justice at NYU Law report found that, out of 21 states studied, 17 saw noticeable drop-offs in new voter registrations compared to 2016. Geoffrey Skelley, an elections analyst at FiveThirtyEight, told Adweek that this phenomenon is mostly attributable to the pandemic. “With less activity to try to encourage registration, you just see less of it overall,” Skelley said. In a politically charged moment, social media companies are encouraging users to vote and providing information on how to do so. Social platforms are mainly sending users to in-app resources about when, where and how…

3 мин.
marketers and their data

Fragmented consumption of media is driving the need for agencies to be smarter with how they manage campaigns, from adjusting strategies on the fly down to the minutia of calculating costs and billing clients. “If we’re going to run something that’s omnichannel … you have to have all of the back-end sorted in order to be able to do it,” said Daniel Chapman, managing director of products and solutions at Havas. Deciding whether to go in-house or find a planning and billing platform provider has become an important question for media agencies since brands now have these same tools at their fingertips. If a brand can analyze consumer behavior across platforms and then optimize campaigns on its own, where is the value in a media agency? Procter & Gamble chief brand officer Marc…

4 мин.
the influencer evolution

A post, like or retweet from a famous face can not only move products, it can also move markets. Since an 18th-century British potter leveraged an endorsement from Queen Charlotte to sell his pottery, influencer marketing has relied heavily on the powerful currency of celebrity. The world has shifted. Against the backdrop of a global pandemic and rising conversations about social justice, a younger generation is craving authenticity and action, challenging what we want to hear from influencers and when. The influencer ecosystem is being forced to evolve. What does influence mean? How should influencers use it? Here’s what we are seeing: THE RISE OF INFLUENCER ACTIVISM Today, influencer activism is more essential than controversial, with fans expecting influencers to speak out on societal issues. Gone are the days where influence was only directed at…

3 мин.
rashi birla

Adweek: How did you come up with the concept for Prose’s first-ever national brand campaign? Birla: The concept was a partnership with our creative agency, Red Antler. As this is our first 360 campaign, we wanted to achieve two things: Explain how Prose’s personalized hair care offering works and highlight how Prose is setting a new beauty standard by celebrating personalized products while educating consumers. What have you been up to lately and what’s in the works for you? At the beginning of July I gave birth to a wonderful baby boy. He’s my first! So I’ve been embracing and enjoying being a first-time mom. I’m looking forward to going back to work and reconnecting with my team. Over the past few months I’ve realized that being a mom has further fueled…