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Adweek July 13, 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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United States
Adweek, LLC
33 Issues

in this issue

3 min.
road to nextech

Adweek: What’s your approach to leadership in uncertain times? Jeff Green: I have a maybe slightly contrary view on the role of leadership. For a long time, people were trying to figure out how to create a work-life balance, but people are looking for a lot more from companies today. We see this as it relates to social justice as work becomes a bigger part of our lives. And so, it’s more about how do we integrate work with life, and anything, so that’s been our style and my approach. It’s meant that there’s a greater emotional burden to leading The Trade Desk than most other companies. And because we care about our people and their wellbeing to an exceptional degree, it’s been the toughest leadership challenge that I’ve ever faced.…

4 min.
agencies put money where their mouth is

As civil unrest unfolded across the U.S. in the aftermath of George Floyd’s murder, the outpouring of support came from not only millions of people across the country but also from brands. Agencies of every size lent their voices too, with creative work designed to support the protests and encourage people in the industry to act. In addition to that output, holding companies publicly pledged financial donations (both direct and in the form of employee-matching) as well. On June 4, CEO Michael Roth announced that IPG was making “significant monetary contributions” to Amnesty International, Campaign Zero and the NAACP Legal Defense and Educational Fund. A representative explained that IPG made the selections after consultation with chief diversity officers and targeted “nonprofit organizations that were on the ground doing direct work to help…

1 min.
organizations agencies are donating to

Campaign Zero Focuses on research-based solutions on the local and national level in an attempt to end police violence. Color of Change Civil rights advocacy organization formed in the aftermath of Hurricane Katrina, which claims to be the largest online racial justice group. NAACP Legal Defense and Educational Fund A leading civil rights group and law firm founded by future Supreme Court Justice Thurgood Marshall in 1940 during his 25-year association with the NAACP, the organization became independent of the broader NAACP banner in 1957.…

4 min.
dialing up the data

Have you ever seen a television commercial play for two seconds, and then it suddenly gets cut off for a different ad to run? That’s addressable TV done poorly. Today, there are a handful of consortiums made up of distributors, programmers and ad-tech companies working toward improving addressable TV technology. Addressable initiatives are taking off as TV consumption habits drastically change, leaving marketers with fewer opportunities to reach engaged audiences. “The consumer’s expectation is becoming a viewing environment that has less advertising. Is there a way to make each ad that a consumer sees more valuable and an advertiser willing to pay more for it because it is more valuable? That answer is addressable,” said Tracey Scheppach, CEO of video agency Matter More Media. Addressable TV advertising has traditionally been limited to the…

1 min.
3 addressable consortiums testing tech

ON ADDRESSABILITY Charter’s Spectrum, Comcast Advertising, Cox Media AMC Networks is the first and only programmer on board. NIELSEN Members include A+E Network, AMC Networks, CBS, Discovery, Disney Media Networks, Fox, NBCUniversal, Univision, WarnerMedia. Nielsen’s integrating its tech into smart TV chip manufacturer MediaTek. PROJECT OAR Led by Inscape Members include AMC Networks, Discovery Networks, Disney Media Networks, Fox, FreeWheel, Google Ad Manager, Hearst, Invidi, NBCUniversal, Scripps, ViacomCBS, WarnerMedia, Xandr.…

4 min.
bikes on a roll

“Unprecedented” is an apt way to describe 2020 so far. And while that’s not necessarily a good thing for most of the marketing world, the bicycle industry has seen an unprecedented amount of growth. People are flocking to bike shops and major retailers during quarantine to purchase bikes for socially distant exercise or to avoid public transportation in urban areas. Bike brands like Brompton, Specialized and Trek are all reporting higher sales than ever before. All three brands have launched campaigns to optimize the unexpected opportunity Covid-19 has provided and reworking plans that were in place beforehand so they still resonate. The challenge for these brands has been figuring out how to keep their new consumers engaged and retain them as loyal customers. “In terms of marketing and sustaining that demand, brands [should]…