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Adweek May 17, 2021

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

1 min
friends reunion to hit hbo max 1 year later than planned

HBO Max’s long-awaited Friends special will finally arrive to the streamer a year later than initially planned. Friends: The Reunion, an unscripted special celebrating the long-running sitcom featuring the show’s ensemble cast, will be released on May 27. It comes exactly a year to the day after HBO Max debuted—when the reunion was originally planned for release. The special hadn’t been filmed when the pandemic first descended, and production was significantly delayed. STOP APPI HATE BIG NUMBER 64% OF 7,000 SOCIAL POSTS FROM LAWMAKERS ABOUT ASIAN AMERICANS EXPRESSED CONCERN OVER DISCRIMINATION, VIOLENCE OR RACISM, ACCORDING TO PEW RESEARCH CENTER.…

3 min
nfts and the desire to own

Nonfungible tokens, or NFTs, have recently been the subject of an enormous amount of hype. For the uninitiated, NFTs are tokenized versions of assets that owners receive virtual certificates of sole ownership for, which are tracked and traded on a blockchain. In essence, NFTs are speculative financial assets that can be attached to a multitude of virtual goods, such as memes, GIFs, songs and more. One driver for the recent boom of NFTs could be the Covid-19 pandemic, which has potentially resulted in a greater need for vehicles of self-expression through digital channels. NFTs are not entirely new (the technology started in 2015), but their value and popularity have recently exploded. Many brands have capitalized on the frenzy by offering their own NFTs, including Pizza Hut, Taco Bell, and even Charmin, which…

1 min
visionary communicators

The role of chief marketing officer is a unique one that entails understanding digital, understanding how to build a brand and then knowing how to retain consumers once they’ve been enticed with your product or service. Research firm Advertiser Perceptions asked 300 marketing and agency executives in its Ad Pros community about the characteristics they believe are most important to the CMO role today. According to the findings, the most important characteristic for 16% of respondents was vision, while being a great communicator was most important for 13%. Additionally, many of those polled believed being analytical, data- or insights-driven, adaptive or creative and having expertise in media were also critical skills. “An explosion in consumer choices, changing media behavior and access to new and emerging technology—coupled with increasing regulatory impact—are forcing marketing…

1 min
fox’s new slate

For Fox’s 2021-22 schedule, Collier has selected a lineup of new series that he says reflects the country’s mindset and mood after more than a year in lockdown. “Think about all the people who are coming out of the pandemic, and they just feel like they need a second chance,” says Collier. To that end, his new slate includes: 1 The Big Leap (drama), which Collier says “is literally about second chances,” focuses on a group of people down on their luck who try to change their lives by participating in a reality dance show. 2 Pivoting (comedy) spotlights three women (Maggie Q, Eliza Coupe and Ginnifer Goodwin) who make major changes to their lives after the death of their childhood best friend. 3 The Cleaning Lady (drama) is about a Cambodian doctor…

1 min
hot-button television

While many of today’s streaming hits deserve credit for taking on delicate social issues, a handful of shows from TV’s early days had to blaze that path first. The Mod Squad, which reached its ratings peak on ABC 50 years ago, was among them. Cop dramas were nothing new on the tube, but the premise of this one was that to pay their debt to society, three troubled 20-somethings on probation agree to work undercover. The Mod Squad was the first TV drama to confront America’s fears of the youth counterculture head-on. Audiences had rarely seen a female cop, let alone a Black one. As it grappled with serious subject matters—Vietnam, racism, antisemitism, abortion—the show also gave millions of “silent majority” Nixon voters something rare: a positive portrayal of youth…

1 min
marketing doesn’t accurately depict motherhood

The advertising industry has long objectified women, but remains squeamish when it comes to topics about motherhood such as breastfeeding and postpartum experiences. That’s despite a recent survey that found 77% of Americans are comfortable with breastfeeding in ads. Female wellness brand Frida Mom has experienced this firsthand after getting banned from the 2020 Oscars and censored on social media for a spot about the realities of postpartum recovery. That’s in part because platforms typically lump these types of topics in with prohibited content. One media buyer conceded “often policies are written broadly” and the secret is to find compromise, which is how Frida Mom eventually aired an edited ad. Analysts, however, say platforms will have to implement more nuanced moderation policies if they want to remain relevant.…