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Adweek November 16, 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.
the road to challenger brands

MARCH 4-5, 2020 NEW YORK CITY TICKETS AVAILABLE AT ADWEEK.COM/CHALLENGERBRANDS How do you use data to deliver the best Freshly user experience? Insights shape and inspire everything from rapid product iterations based on consumer feedback to agile experimentation strategies across all functions. For instance, we get close to 40,000 ratings and reviews on a weekly basis, out of which 15,000 are open-text responses. We use NLP to analyze these responses on a daily basis and generate key insights. Our team of expert chefs on the production floor ensure culinary technique is resonating on a mass scale by making live adjustments to meals based off that insight. What’s the best way to measure Freshly’s success? We have our North Star KPI and a few contributing KPIs across the business. From a growth standpoint, the North Star…

4 min.
activations are the new black

Brand activations have come a long way in achieving consumer engagement. The last few years, in particular, saw experiential marketing steadily mature, from a quirky niche tactic to a full-on, multiplatform strategy. And in this new decade marketers will only see more pressure to drive creativity to achieve a successful ROI and social media traction. Here, experiential pros from across the U.S. share their insights on what’s in store. BRANDS GOING DTC WITH TICKETED EVENTS Brands like Bravo, Eater, The New York Times and Revolt have recently launched multiday, ticketed consumer events and festivals, which will continue into 2020, according to Rich Goodstone, co-founder of live entertainment and experience agency Superfly. “Experiential will continue to go beyond a one-time brand activation to a monetized offering that will open up new revenue streams and evolve their…

1 min.
what to leave in the past

Orchestrated photo moments Kleinhaut said brands should move away from building photo booths and floral walls simply for guests to pose, explaining that they often don’t connect with an experience’s purpose. “If an installation happens to inspire photos or look compelling in a space while also contributing to the overall message of the experience, then it has its place,” she said. The museum of everything The Museum of Ice Cream pioneered the “Instagram museum” concept when it launched in 2016, but the selfie factory model has become tired, according to Chiara Adin, cofounder and chief creative officer of N/A Collective, which creates events for Tinder and Twitter. There is no need for another museum of tomatoes, color, rosé or pizza,” Adin said. “Brands’ multiroom experiences created around a single theme are starting to feel weak…

4 min.
how 6-second ads fizzled out

The ad inventory in next month’s Super Bowl, which has been sold out since mid-November, includes spots of all sizes: 15 seconds, 30 seconds, 60 seconds, even 90 seconds. Well, almost all sizes: Fox did not sell any six-second ads in the game. We’re very mindful of clutter,” explained Seth Winter, evp of sports sales for Fox Sports. “And frankly, I think six-second ads are clutter.” Fox isn’t the only one in the industry moving away from a linear ad format that was seen as revolutionary when it was introduced—ironically, by that very same network—just 2 1/2 years ago. But after an initial wave of excitement in late 2017 and 2018, enthusiasm has waned. According to data compiled for Adweek by iSpot.tv, the number of six-second ads in major TV events has…

4 min.
there isn’t advertising inspiration in garfield

If you love Garfield, I hate to break it to you, but Garfield isn’t art. It’s not even a good comic strip. Garfield was designed with the sole purpose of selling a boatload of merchandise, so it had to be intentionally inoffensive to appeal to the largest possible number of people. It’s not even supposed to be funny. It’s intended to be consistent, reliable and predictable, and that’s straight from the mouth of creator Jim Davis. Now you might say, “But Garfield earns nearly a billion dollars each year. And advertising is supposed to sell stuff! Why are you badmouthing Garfield? Shouldn’t we be aiming for that kind of success?” My response is to ask if you can remember a single good joke from 40 years of daily Garfield comic strips. One single…

3 min.
spark your life bozoma saint john

FIND JOY IN YOUR JOURNEY I have chosen to find joy in every job. It’s a distinction that I’ve had to make that I learned pretty early on actually. Essentially, because I felt that no environment was optimized for me—they were optimized for other people. And so, if I was going to stay sane and also to be able to do the job that I really wanted to do, I had to find the joy in not just the job, but in the brand, in my colleagues, in the industry. I had to find it. And that is what has kept me so positive and optimistic. DON’T PLAY IT SAFE feel like my career has not been safe at all. I’ve probably taken moves and jumps and decisions that I’ve made, usually to…