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category_outlined / Business & Finance
AdweekAdweek

Adweek September 23, 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

access_time2 min.
the road to brandweek

NOV. 3-6 • PALM SPRINGS, CALIF. TICKETS AVAILABLE AT BRANDWEEK.COM VINEET MEHRA GLOBAL CHIEF MARKETING OFFICER, WALGREENS How do you navigate Walgreens’ marketing and advertising in the age of rapid consumer feedback that can be both good and bad? Mehra: As marketers, we have a tremendous responsibility to our consumers. Marketing and advertising can be powerful agents of change, with the ability to shape cultural perceptions and move people to action, so we must manage it carefully. At Walgreens Boots Alliance, we have the privilege of working at the intersection of healthcare, beauty and retail, and therefore our content needs to be deeply personal and relevant. That’s why we approach everything from a personalized, customer-obsessed lens to ensure we deliver extraordinary experiences that enrich our customers’ lives. What’s the biggest buzzword in the…

access_time1 min.
in adweek history february 1989

1988, tobacco giant R.J. Reynolds hit on an idea to regain market share for its struggling Camel brand—a camel. His name was Joe and he was a cartoon. He was also among the most successful, controversial and ultimately derisive campaigns in advertising history. Modified from a character that Reynolds had first used in France in 1974, Joe Camel starred in McCann-Erickson-created ads that showed the anthropomorphic dromedary shooting pool, driving convertibles and getting the ladies. Reynolds was thrilled. So, it must be said, was Adweek, which is celebrating its 40th anniversary this year. “Camel’s cartoon mascot is threatening to replace [Budweiser’s] Spuds MacKenzie as consumers’ favorite commercial animal,” we gushed. And he surely was—but the FTC and the AMA countered that the only thing Joe was doing was getting kids…

access_time3 min.
fall premiere pandemonium

When the 2018–19 TV season began a year ago, ABC only premiered half of its fall shows during that first week, choosing instead to stagger its fall rollouts over a month. That decision was made in part to give some breathing room to the seven new shows it was rolling out and also because ABC was committed to airing the American Music Awards during the third week of the season, which would have disrupted its Tuesday schedule. This year, however, things have changed drastically. ABC is rolling out 20 of its shows during premiere week (an additional series, Dancing With the Stars, debuted a week earlier). The only remaining fall program, Kids Say the Darndest Things, arrives the following week. “It’s absolutely a strategy to put most of our efforts into a concentrated…

access_time1 min.
one week, 64 broadcast premieres

MONDAY, SEPT. 23 THE GOOD DOCTOR (ABC); THE NEIGHBORHOOD, BOB HEARTS ABISHOLA, ALL RISE, BULL (CBS); 9-1-1, PRODIGAL SON (FOX); THE VOICE, BLUFF CITY LAW (NBC) TUESDAY, SEPT. 24 THE CONNERS, BLESS THIS MESS, MIXED-ISH, BLACK-ISH, EMERGENCE (ABC); NCIS, FBI, NCIS: NEW ORLEANS (CBS); THE RESIDENT, EMPIRE (FOX); THIS IS US, NEW AMSTERDAM (NBC) WEDNESDAY, SEPT. 25 THE GOLDBERGS, SCHOOLED, MODERN FAMILY, SINGLE PARENTS, STUMPTOWN (ABC); SURVIVOR (CBS); THE MASKED SINGER (FOX); CHICAGO MED, CHICAGO FIRE, CHICAGO P.D, (NBC) THURSDAY, SEPT. 26 GREY’S ANATOMY, A MILLION LITTLE THINGS, HOW TO GET AWAY WITH MURDER (ABC); YOUNG SHELDON, THE UNICORN, MOM, CAROL’S SECOND ACT, EVIL (CBS); THURSDAY NIGHT FOOTBALL PREGAME SHOW, THURSDAY NIGHT FOOTBALL (FOX); SUPERSTORE, PERFECT HARMONY, THE GOOD PLACE, SUNNYSIDE, LAW & ORDER: SVU (NBC) FRIDAY, SEPT. 27 AMERICAN HOUSEWIFE, FRESH OFF THE BOAT, 20/20 (ABC); HAWAII FIVE-O,…

access_time4 min.
instant textification

With a 99% open rate, it’s a wonder why texting hasn’t become mass-adopted by brands. Some companies already reach customers via text by offering them discounts and other benefits, but digitally native companies like Brightland, Lively and Trade Coffee Co. are using texting to help customers with their subscriptions, offer them recipes and provide other tips. Texting gives digitally native brands a chance to get closer to their customer while keeping marketing costs low on other fronts, like paid media. With more than 115 million people in the U.S. expected to buy at least one item on their phone this year, according to eMarketer, reaching customers via text presents an opportunity to either get them to shop or amp up their brand loyalty. Reaching consumers where their attention lies It’s not the first…

access_time4 min.
in-game ads get a reboot

In 2019, games are everywhere. The global number of people tapping into them across their phones is set to top out at more than 2.4 billion by December and is expected to reach more than 2.7 billion by the end of 2021. Now, game developers and marketers alike are taking notice—and thanks to the rollout of uniquely engaging ads unavailable on other platforms, in-game advertising is easier than ever. In the past, the bulk of consumer cash in the gaming market was dedicated to in-app payments (IAP) where players could punch in their credit card information to buy boosts in-game. According to Itamar Benedy, CEO of in-game programmatic platform Anzu.io, the last thing game developers wanted was an in-game billboard that swallowed valuable screen real estate or a banner ad that…

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