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category_outlined / Business & Finance
AdweekAdweek

Adweek

February 4, 2019

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.

Country:
United States
Language:
English
Publisher:
Adweek, LLC
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33 Issues

IN THIS ISSUE

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the road to challenger brands

KATHLEEN REIDENBACH, CHIEF COMMERCIAL OFFICER, KIMPTONAdweek: Do you think building a strong workplace culture is even more critical for challenger brands?Reidenbach: Strong workplace culture is becoming table stakes, whether you’re a challenger brand or not. We couldn’t deliver on heartfelt care without an empowered employee base. Culture has always been a huge focus for us. … At Kimpton, we take care to go beyond the “perks.” Amenities and benefits are, of course, important, but too many companies stop there. We really find the biggest differentiator for Kimpton is our commitment to empowerment and servant leadership. We encourage our employees to bring their authentic selves to work and foster a values-based culture that puts a premium on trust and transparency.The good news is that investing in workplace culture is also good…

access_time1 min.
the week in emojis

BURGER KINGTROLLED MCDONALD’S WITH AN ENTIRE MENU MOCKING THE BIG MAC.SQUARESPACEIS LAUNCHING NEW WORK DIRECTED BY SPIKE JONZE FEATURING IDRIS ELBA.HULUIS INTRODUCING A NEW AD UNIT THAT WILL DISPLAY WHEN YOU PAUSE. ■…

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in adweek history june 1981

It was only a tiny story in Adweek’s June 29, 1981 issue—”Gannett Releases Prototypes of National Daily”—but it flagged what would become one of the decade’s biggest media stories.Al Neuharth, the gadfly Gannett mogul known for banging out copy on a manual typewriter while sitting in his treehouse, would be launching a newspaper called USA Today. Though pulp circulations were slipping, Neuharth argued that America needed a national broadsheet for an on-the-go population: color photos, short articles, big sports section.Critics branded it the McPaper. “It doesn’t rub off on your hands—or your mind,” sniffed commentator Linda Ellerbee. Newsweek called Neuharth “the man who shortened the attention spans of millions of Americans.”But within five years of the paper’s September 1982 debut, USA Today was profitable. What Neuharth saw in 1981 was…

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throwing down the challenge

Well, it turns out that our hunch was right. As of last count on Friday, our inaugural Challenger Brand Summit, set for this Wednesday and Thursday in New York, has almost 500 registered attendees. For an entirely new franchise that sprung organically from the reintroduction of Brandweek last fall to have drawn so much interest in a market saturated with industry events is nothing short of astounding. It also shows that the challenger brand movement is powerful and a real marketplace phenomenon.Expertly programmed by Adweek editor and svp of programming Lisa Granatstein, in close partnership with Danny Wright, Adweek’s managing partner, events, awards and honors, and his crack events team, the agenda is packed with execs redefining the meaning of brand marketing and challenging conventions at every turn.The speaker lineup…

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what’s old is new

IHOPBPWESTWORLDLast June, a bizarre campaign known as “IHOb” had social media users buzzing about the possibility of the International House of Pancakes turning into the International House of Burgers … or Bacon? Biscuits?That stunt garnered 1.2 million tweets and over 15,000 earned media stories in 10 days and was the result of a true collaborative effort on the parts of both media and creative—IPG agencies Initiative and Droga5, respectively. Initiative, earning a place on Adweek’s list of Best Media Plans of 2018 for the effort, saw the need to make IHOP into more than a weekend breakfast destination and was behind a series of mysterious social media posts that led to the debut of the chain’s Ultimate Steakburgers. The latter was unveiled in Droga5’s creative.“We collaborate very closely with Initiative,…

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creative innovation

IHOP Droga5, alongside IPG-owned media agency Initiative, collaborated on IHOP’s “IHOb” stunt last June.“Clients are helping to unite the agencies, set the right expectations and push for the best across their entire team,” said Droga5 chief media officer Colleen Leddy. “Our IHOP clients, in particular, are sharp and brave and expect that from their creative ideas, media plans and teams. They understand that content and context must work together to truly create impact.”The “IHOb” campaign garnered 1.2 million tweets and over 15,000 earned media stories, generating 28.6 billion impressions, in just 10 days. It also helped quadruple burger sales for IHOP in three weeks.BP WPP’s Team Energy recently created its first work for BP after winning the global account last May. The campaign, called “Possibilities Everywhere,” comes from a single…

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