For almost 30 years, Adweek has been honoring the best and brightest in the world of marketing. But what does it take to be considered a “Brand Genius”? That’s the question we asked six of this year’s honorees at the Brand Genius luncheon, which was held at the Cannes Lions International Festival of Creativity on…
At the end of June, Olivier Francois, the CEO of Italian car brand Fiat made a bold declaration: “Fiat will no longer produce gray cars.” It was a brave statement, given the shade’s popularity among drivers in Europe. However, it was made even braver because Francois made the rallying cry sitting inside a Fiat 600…
Since its 2016 launch, premium sportswear brand Castore has built its name through partnerships with teams and athletes. Deals with England Cricket, Tennis star (as well its own investor) Andy Murray and the Oracle Red Bull racing crew have helped the business reach a billion that’s teetering on $1 billion. Now the British-founded business has…
Horror is known for its passionate fandom, and the Scream films are among the genre’s most widely celebrated franchises. Created by iconic writer-director duo Kevin Williamson and Wes Craven, the movies are full of metacommentary on the slasher sub-genre that Craven helped pioneer in the 1970s and ’80s. Scream has gone on to inspire countless…
With 400 brands to sell across 190 countries to millions of consumers, Unilever certainly recognizes the potential generative AI tools such as ChatGPT or Dall-E could play in helping it produce ads that shift products at scale. At any given time, the Ben & Jerry’s owner has around 300 applications of AI supporting its supply…
Adobe and Hasan Minhaj are here to liberate employees from the spatial and environmental confines of lethal and clunky office supplies. And they are channeling an oft-memed, cult classic film to do it–while simultaneously marking a milestone anniversary for the software giant’s most famous invention: The Acrobat PDF. In “I Love you, Adobe,” the award-winning…
CANNES, France–Issa Rae has a knack for turning projects into major opportunities for marginalized talent to work in show business. Among them is her media, entertainment and production business Hoorae Media. Now she’s entering the advertising business. The actress, writer, producer and comedian is launching a brand marketing division within Hoorae called F?te. Announcing the…
CANNES, France — British Airways’ “A British Original” campaign has been awarded the Outdoor Grand Prix at Cannes Lions. The work was the first created for the brand by London-based Uncommon Creative Studio and featured 500 unique print, digital and outdoor executions. Each nodded to the box-ticking question most travelers happen across when booking a…
Nearly a decade ago, agency vet Ian Sohn began transitioning into leadership roles, a career shift that also ushered in increased stress and anxiety. So he started running as a way to unwind. What began as small-distance running five days a week soon turned into half marathons of 13 miles, and eventually full marathons covering…
Close your eyes and think of a hot sauce brand. What do you see? Skulls and crossbones? Flames and grim reapers? Red Peppers? What about a teddy bear? In the first spot to promote his Tingly Ted’s hot sauce range, “a dip designed to make you smile, not sweat,” musician Ed Sheeran is teamed up…
Last month at Adweek’s Social Media Week event, we caught up with creators and brand executives to discuss the elements of a successful partnership. When it comes to a successful brand partnership with creators, everyone agreed that authenticity is key. “You have to just be cool,” said actor and creator Boman Martinez-Reid. “You need to…
Upwork had an awareness problem. The freelancing platform had been around since 2013, but it didn’t have wide recognition in the industry. Along came agency Alto with a creative idea based on the fact that the old ways of working were dead, using a zombified CEO to drive home the point. “This Is How We…
Purpose is a driving force behind what wins at Cannes. Last year all but a handful of the 32 Grand Prix winners contained a purpose element in the piece work. This year, there are 17 pieces of work shortlisted for the Dan Wieden Titanium Lion. Nearly every single one of them is purpose-driven. Brand purpose…
Serviceplan Group, Europe’s largest independent agency network, is bulking up its U.S offering by naming Pereira O’Dell (POD) founders Andrew O’Dell and PJ Pereira leaders of the newly-minted Serviceplan Americas. As part of its U.S. expansion, Serviceplan also acquired a minority stake in up-and-coming creative agency L&C. O’Dell will become CEO of Serviceplan America, and…
More than half (62%) of content creators from intersectional disabled communities are interested in working in advertising, according to Unilever. However, 90% of those working behind the camera to bring creative to life say industry attitudes and preconceptions impact just how included they feel on production sets. A further 73% feel left out and left…
This week saw the end of multiple prestige shows, with millions speculating about how they would end. Would their conspiracy theories be fulfilled? Would their hopes be realized, or would they soon pen vitriolic tweets denouncing the writers? As a massive fan of Succession and Ted Lasso (life is about balance), I met this week…
This week saw the end of multiple prestige shows, with millions speculating about how they would end. Would their conspiracy theories be fulfilled? Would their hopes be realized, or would they soon pen vitriolic tweets denouncing the writers? As a massive fan of Succession and Ted Lasso (life is about balance), I met this week…
Heinz turned to Reddit, TikTok and Instagram to find stories about the irrational devotion that consumers have for its products. The results inspired the 150-year-old brand’s first global campaign, “It has to be Heinz,” which is Kraft-Heinz’s largest media investment to date. Created by agency Wieden+Kennedy New York, the platform launches June 1 with a…
Hot vax summer is in the rearview, and all that thirsty, pent-up demand for human contact seems to have cooled over the past two years. In fact, a phenom on the opposite end of the personal interaction scale has taken its place: dating burnout. So says Match in a new campaign from agency Mojo Supermarket…
Players of Blizzard Entertainment’s Diablo IV take on the role of a powerful hero who must save the world of Sanctuary from demons led by Lilith, the queen of hatred. A launch film from creative agency 72andSunny, directed by Oscar-winner Chlo? Zhao and Kiku Ohe, gives players extra motivation by having characters from the game…
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