Adweek

Adweek June 7, 2021

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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English
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Adweek, LLC
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3 мин.
cara sylvester

There are few retailers more beloved in the U.S. than Target, which gained some $9 billion in market share over the course of 2020. Entrusted with protecting that brand and its $90 billion business is Cara Sylvester, who was promoted to chief marketing and digital officer in February. “When I tell people I work at Target, their faces light up. Everyone is excited to share a story about a recent Target find, an experience they had at their local store or a team member that made their day,” Sylvester said. “These conversations are incredibly energizing for me and are a big part of what’s kept me at Target for nearly 14 years.” Sylvester said that throughout her career, she’s learned a lot about the power of possibility, and the opportunity posed by the…

2 мин.
meet the creators who expanded our world when we needed it most

THE INVITE CAME over text a couple weeks ago—“I’ll be in NYC for a few days. Happy hour?” It was the first time a marketer reached out to meet in person in 15 months, and I hardly knew how to respond. There was a lot to consider. Where would we go? How would we get there? Where had I stored all of my dress shoes? Was it worth the discomfort of inching out of one’s quarantine cocoon, even as the vaccine made doing so safe? A handful of us did venture out to a rooftop in Manhattan’s Flatiron District, flanked by the Empire State Building and the city’s unchanging skyline, sharing stories about new cities moved to, new brands conceived, new trends waiting to be dissected and understood. The excitement of sharing…

6 мин.
booze-free goes mainstream

Ben Branson wanted a sophisticated and refreshing tall drink—hold the alcohol, please. But what he got instead was “a pink, fruity, childish, sickly-sweet mocktail.” That was his lightning bolt moment. “It was so terrible,” he said of the Shirley Temple-like concoction served to him at a fashionable London restaurant. “I thought maybe I could figure out a grown-up option.” That was the beginning, back in 2013, of Branson’s journey into the nonalcoholic spirits category, which was so niche at the time that it was little more than a novelty. But that’s no longer the case, with Seedlip—Branson’s line of booze-free, botanical beverages—blazing a trail in what has become a closely watched and fast-growing space. Sales are pouring in Sales of low- and no-alcohol libations, which accelerated during the pandemic, are expected to grow by 31%…

4 мин.
apple ios sends advertisers scrambling

Apple customers are among some of the most desirable for marketers, given their willingness to pay more than $1,000 for a cellphone. They also collectively generate more than $500 billion a year in revenue via in-app billings, a statistic that inspires advertisers to pay top dollar for real estate on an iPhone. However, on April 26, the device manufacturer added an element that could potentially diminish that allure for advertisers: the long-dreaded release of iOS 14.5. This update, which implemented app tracking transparency (ATT), could result in scarcity of addressable inventory for advertisers. ATT requires publishers to ask users whether they want to be tracked across other apps and websites they visit through an in-app dialogue box, with language that places cross-domain tracking in a negative light. This means the potential loss…

4 мин.
legacy retailers look for openings

For retail, hell hath no fury like a pandemic. Nearly 15,000 stores—equal to about 52 million square feet of retail space—were permanently shuttered in the U.S. in 2020, according to real estate services provider Cushman & Wakefield. That’s a new record. Closures were led by retailers such as Ann Taylor’s parent Ascena, which filed for bankruptcy in late July, and Zara’s parent Inditex, with each slashing about 1,000 locations, per a report from Cushman & Wakefield on the outlook for retail released in March. But 2021 could provide some relief to the commercial real estate sector as the economy reopens, even though experts expect more stores to shutter. Conditions are ripe for retailers looking to grow, including ample real estate options, cheaper or more flexible rents and consumers willing to spend. Conditions are ripe…

3 мин.
everyone’s an influencer. now what?

Everything most likely has been, or will be, democratized by the internet. The same can be said about status. Pre-internet, the concept of status was more polarized. You either had it or you didn’t. A handful of celebrities, mostly actors, TV stars, musicians, authors and the odd business personality, boasted notoriety. It was incredibly difficult to build back then. The walled gardens of traditional media kept the barriers to entry high, and the only way to build status outside of the arts was by writing columns, making TV appearances or signing book deals. It was a slow and painstaking process. Status as a concept was much more abstract 30 years ago than it is today, when someone’s status can be tangibly measured by followers and engagement on platforms like Instagram, TikTok, Twitter…