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Adweek September 14, 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

2 min.
road to brandweek

Adweek: This year has brought unprecedented challenges for marketers. What’s been the hardest lift for you? Hiranaga: Covid-19 has accelerated the need for marketers to have deeper empathy for the consumer, understand the problems that they’re facing and lean in to create solutions to help. What lessons do you think the marketing and advertising industry will come away with from this time? What changes has the pandemic accelerated? The biggest lesson is that people have higher expectations of how brands need to show up in their lives—solving real, human problems and offering joy-filled solutions. Brands need to show up for people in a very authentic way. There’s a lot of talk about authenticity, but what the pandemic brought into focus for people was a desire to bring brands into their lives that…

1 min.
brandweek lift makes room at the table

At Brandweek, the playing field is being leveled like never before. Through the inaugural Brandweek Lift initiative, over 125 ad agencies, production houses, tech firms and solution providers owned by people of color, LGBTQ+ founders and people with disabilities will attend this week’s virtual event free of charge and connect with marketers at leading global brands such as P&G, Verizon and Walmart. For small businesses, paying event registration fees can be daunting. Darlyn-Feythe Valentine, founder of the Los Angeles firm L. Woods PR, said getting the Brandweek Lift welcome email with her free registration code was “so exciting.” It also presents a great opportunity for those brand marketers eager to broaden their partner networks and diversify who they work with. “I can’t put into words what it means,” said Valentine. “It’s great that…

3 min.
ghost kitchens back from the dead

The ghost kitchen, a space shared by several restaurants that facilitates takeout and delivery, was a fledgling but promising concept prior to the pandemic. Since the onset of Covid-19, however, ghost kitchens have gained traction and attention, providing chains with an alternative model to boost sales as dining rooms remain closed due to quarantine measures. As a result, there is more of a demand for the kind of messaging that will drive delivery and takeout sales as consumers seek to order food rather than dine in a restaurant. Indeed, the investment proposition in ghost kitchens is tantalizing because, even before the outbreak, takeout was the fastest-growing segment for restaurants. Due to the pandemic, the trend has not only accelerated, but there will also be market share and a surplus of vacated real…

1 min.
new challengers in the scene

Uber founder Travis Kalanick purchased a controlling stake in CloudKitchens’ parent City Storage Systems for $150 million in 2018. Other players in the space include Kitopi, Virtual Kitchen Co., Reef Technology’s Reef Kitchens and Zuul Kitchens, which operates in the building formerly occupied by Maple. Meanwhile, private equity-backed Inspire Brands, the parent of Arby’s and Sonic Drive-In, is said to be weighing a ghost kitchen format of its own, and delivery aggregator DoorDash launched DoorDash Kitchens last year. Even Amazon has jumped in, leading a $575 million investment more than a year ago in Deliveroo, a European delivery service that operates ghost kitchens.…

4 min.
take me out to the (virtual) ballgame

Minutes into a hockey match between the Las Vegas Knights and the Colorado Avalanche, fans were treated to a special reminder from the stadium’s speakers: Concessions would be all you can eat—as long as fans remembered to stock their fridges. The stunt was a reminder of the bizarre reality facing professional sports leagues during the pandemic. Innovating on the fly and working with brand partners to bring fans into a digital experience is the new normal. With professional football the latest league to kick off its season, the NFL has had plenty of time to pick up a thing or two from its peers in other leagues. Not everything is seamless, though. Shifting the NHL and its marketing partners into the late summer was a “major jigsaw puzzle,” said Keith Wachtel, the…

3 min.
it’s no joke

Brands and agencies are turning their focus to increasing voter turnout for this election cycle by reminding people to register and providing them with information on how to do so. In many ways, it’s a marked shift from the 2016 election where marketers were more content to stay on the sidelines or fall back on humor. Now, many are focused on getting messages out about the importance of voting and are leaning into taking a stance on cultural issues. “Public demand for companies to be active leaders in celebrating democracy is higher than ever before, especially among the young generation,” said Carolyn DeWitt, president of Rock the Vote, a nonprofit dedicated to mobilizing younger voters. Research shows that voter turnout messaging can be effective. According to a study conducted by the Harvard Kennedy…