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AdweekAdweek

Adweek May 6, 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.

國家/地區:
United States
語言:
English
出版商:
Adweek, LLC
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33 期號

本期

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new horizons

Another leading creative light of the ad industry has begun his final extended bow. Less than three months after TBWA\Chiat\Day legend Lee Clow announced that he would be stepping away from the main stage, Leo Burnett executive chairman Mark Tutssel confirmed on Thursday that he will also soon retire after 34 years with the agency. Like Clow, Tutssel leaves behind a career spanning decades and thousands of campaigns and awards, including more than 600 Cannes Lions. Tutssel was first to hold the executive chairman position since the agency’s namesake himself, and it is unclear whether he will have a direct successor. A Leo Burnett spokesperson said the organization’s Creative Council is considering a plan that remains a “work in progress,” emphasizing that “no decisions have been made.” Meanwhile, Publicis Groupe…

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creativity

Burger King and Mental Health America want to highlight that nobody is happy all the time, and that’s OK. For Mental Health Awareness Month, select locations will offer guests who purchase the Whopper meal the option of a “Real Meal” that most matches their current mood: Pissed, Blue, Salty, YAAAS and DGAF. The burger giant partnered with MullenLowe U.S. for the short musical film #FeelYourWay, which reimagines the classic “Have It Your Way” theme as a call to feel whatever feels most authentic at that time.…

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in adweek history april 1997

Say what you want about his skills as a designer, Calvin Klein certainly earned his stripes as a marketer. This is the man who, by casting a salacious (and 15-year-old) Brooke Shields in a 1980 TV spot, sold 200,000 pairs of jeans the first week. In no time, America caught on: Klein’s ads used breasts and bulges to sell the clothes meant to cover them up. But in 1995, he took things too far with a campaign that featured models who weren’t just half naked—they looked barely clear of puberty. Photographer Steven Meisel dropped the youngsters onto a set that, with its purple carpet and cheap paneling, resembled nothing so much as a basement porn set. While the public freaked and the Justice Department checked IDs, Klein pulled the ads.…

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how to score points with players

In this day and age, a simple swipe right or left is all that’s needed to make a connection. But for brands looking to make a lasting partnership with prospective endorsers like Kyler Murray, the top overall pick in the NFL Draft last month, an evening of old-fashioned speed dating ignited potentially fruitful relationships. The day before players’ lives changed forever in the NFL Draft, agency The Marketing Arm invited over a dozen brands, many of which are TMA and Omnicom clients and included companies like Hyundai, Nike and Skittles, to spend roughly five minutes with 20 of the most marketable future NFL stars at The Marketing Arm’s Chosen event in Nashville, Tenn. Jeff Chown, CEO, entertainment at TMA, said the agency created the event, which is now in its second year,…

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madison ave. goes hollywood

Some years ago, it was hard to fathom a Hollywood actor doing more than standing in front of a camera for ads. Sure, it was easy money but, over time as the digital landscape continued to evolve, content in all forms continued (and continues) to fragment. While for some, it may be a daunting proposition for an actor to veer from what they know; others, as we’ve seen recently from stars like Carrie Brownstein and Zach Braff, see substantial opportunities. Of course, in entertainment, the rise of streaming and the likes of Netflix and Amazon Prime Video have built new creative outlets that didn’t exist in the recent past. One area that has been around for decades, but showing particular promise today, is commercial work, but not necessarily in front of…

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print is dead. long live print.

Imagine the novel idea of being able to read the news without a pop-up ad or a screen notification for a new email or a tweet from the White House. As some magazines have gone digital-only, other big publishers and brands have reversed course and leaned deeper into the ultimate lean back experience, print, with whole new publications. Recently, The Economist relaunched a lifestyle magazine. Culture Trip, an international media organization, launched a publication about travel. Meredith created a new title centered around pet care. As audiences digest more news on a screen (93% of Americans say they get at least some news online, according to the Pew Research Center), some magazines are investing more into the print product as a way to cut through the digital noise and reach niche…

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