Picking the Best Platform for Your Influencer Campaign

Marketers have always chased eyeballs. Now, they’re chasing influencers across the far corners of the internet. Better to fish where the fish are than to cast a line into the void. And where these fish are–the social platforms–marketers are finding that the water is welcoming if they understand how influencers treat each platform. “Right now,…

You Don’t Have to Tickle Him if You Don’t Want To

Two decades ago, toy inventor Ron Dubren heard giggles coming from a playground. It was a bunch of kids tickling one other. Inspired, Dubren created Tickles the Chimp. Tickles didn’t make it very far, but after Tyco Preschool combined Dubren’s invention with a Sesame Street licensing deal, the toy became Tickle Me Elmo–so popular that…

This Chief Creative Officer Is Living Out His ‘Forever Plan’

At 45 years old, Todd Lancaster has been a lot of things: punk rock musician, sculptor, mural painter, cartoonist, art director and toy designer, to name a few. But somehow, that winding 25-year journey led Lancaster to exactly where he wanted to be, living out his “forever plan” as chief creative officer and co-owner of…

Ecommerce Platforms Now Support CBD, but Merchants Want More

Ever since the Agriculture Improvement Act of 2018 passed in late December, merchants have been counting down the days until ecommerce platforms and payment providers made it easier to sell, fulfill and operate a CBD business. Over the past few months, BigCommerce, Shopify and Square started rolling out capabilities, both on their platforms and in…

Digital Publishers Cross New Territory in Merging Companies With Unionized Staffers

When media companies merge, questions of redundancies in operations, strategies and staffing naturally arise. Oftentimes, employees are left confused. But what happens to two newsrooms that have both unionized under different unions? Seeking fair working conditions amid a tumultuous time in the industry, staffers at Vox Media and New York Media unionized, New York Media…

Havas-Owned BETC Pushes the Envelope and Breaks the Rules

Lego, one of the world’s most beloved brands, has an internal agency that handles much of its creative output. But when it came time to launch a massive global brand campaign, the Danish toymaker’s first in 30 years, it was BETC that Remi Marcelli, Lego’s svp and head of its 500-person in-house agency, hired to…

Troubled Brands Turning to Johannes Leonardo Is a Sign the Agency Has ‘Come of Age’

It’s not every day that–in the midst of an unprecedented crisis–one of the world’s largest auto companies turns to a creative shop of around 100 that was launched a little over a decade ago. When Volkswagen named Johannes Leonardo as its lead brand agency, it was a defining moment for client and agency alike. At…

How Hallmark Channel Made Christmas the Most Lucrative Time of the Year

A decade ago, as upstart Hallmark Channel struggled to make a name for itself in a cluttered cable landscape, the network decided on a bold move: turning its fledgling original Christmas movie output (the first of which aired in 2002, one year after the network launched) into a holiday event called Countdown to Christmas. Getting…

McCann Worldgroup Claims the 2019 Global Agency of the Year Crown for the First Time in Almost 2 Decades

“We screwed up,” admits Harris Diamond, CEO of McCann Worldgroup, sitting in his loftlike New York office in Midtown Manhattan. Emily Winiker for Adweek The end of 2018 marked a massive loss for McCann: the U.S. Army, a client it was forced to hand over the reins on after a nearly 15-year run. DDB won…

Wieden + Kennedy Makes Magic—and Notches Impressive Growth—by Leaning Into Core Strengths

In 2018, Wieden + Kennedy rose to the top of the industry. But there was one thing the agency hadn’t done: peak. Coming off a year of culture-rattling buzz around its work for Nike, W+K started 2019 in the unenviable position of having to surpass its own successes. Then it did, growing revenue at a…

Using Animations Can Further Conversations With Consumers

In a world… I hope you read that first line imagining a deep and dramatic voice. Good, because what I am going to tell you requires the kind of gravitas that creates spine-tingling anticipation. In a world where the skip ad is an advertiser’s worst enemy, where fast-forward is the death knell of the 30-second…

Enterprise Companies Are Trying to Automate the Process of Making AI

With 180,000 real estate agents who are more familiar with building codes than computer code, Keller Williams Realty was looking for a way to compete with tech-focused startups like Redfin and Zillow. Luckily for the 35-year-old realty company, it didn’t need to teach every agent a bunch of new computer skills. Instead, it found the…

Tamara Littleton Is Passionate About Helping Brands Have a Human Connection

Tamara Littleton has made fighting against discrimination and advocating for marginalized groups an important part of both social-media-centric organizations that she runs. Littleton is the founder and CEO behind London-based social media agency The Social Element and co-founder of social media crisis-management platform Polpeo. The former helps define brand strategies, advises on tone and assists…

You Can Thank Prohibition for Martinelli’s Sparkling Cider

When Prohibition became the law of the land in 1919, the near-immediate effect (apart from taking everyone’s favorite libations away) was economic disaster. Across the country, countless companies went out of business: breweries, restaurants and taverns closed their doors. Truckers who hauled beer lost their routes. Even barrel makers laid down their mallets. Economists estimated…

The Role of the CMO Hasn’t Changed, but the Way It’s Carried Out Has

What’s in a name? For CMOs, that’s a complicated question. For decades, the title of chief marketing officer was synonymous with heading up a company’s marketing division and being responsible for building a brand. Today, marketers aren’t just responsible for bringing consumers into a brand but also entertaining them and targeting them so they come…

Cable News Readies for 2020 Presidential Election Ratings Bump

The cable news networks are already focused on elections again, even though the 2019 races have barely ended. That’s because for outlets like Fox News Channel, CNN and MSNBC, presidential elections–like the upcoming 2020 race–present a unique opportunity to expand their audiences and attract Americans seeking information on the candidates as they prepare to head…

3 Approaches to Marketing That Create Award-Winning Campaigns

Let me tell you what’s modern in our world: fear. A fear of losing jobs, of becoming irrelevant before retirement, of suddenly questioning the purpose of our existence as an industry. Consumers may have realized they can do without us, and that epiphany poses a frightening, almost paralyzing reality. That is, unless we prepare. Having…

Under Marketing Chief Bruno Cardinali, Popeyes Is Eating Its Rivals’ Lunch

Prepping for the most significant new product launch in 30 years at Popeyes, Bruno Cardinali traveled to the chain’s Louisiana home turf, steeping himself in the area’s famous Cajun cuisine and hospitality. David Williams for Adweek Cardinali, who joined as head of North American marketing in March, says he wanted to “get to know the…

These Stellar Media, Marketing and Tech Execs Helped Make 2019 a Standout Year for Their Brands

Staying ahead of the curve as a major company has never been easy, but the pace of change these days is downright breathtaking, and the stakes have never seemed higher. All the more reason to shine a light on the people who work tirelessly to deliver not just in the near term but with an…

Infographic: 22% of Americans Will Be Heavy Buyers of DTC Brands

More shoppers will buy from direct-to-consumer brands. Purchases are expected to grow in the next few years as Americans cut down on traditional retail in favor of DTC companies–especially in health, wellness and beauty (35%). Diffusion’s annual Direct-to-Consumer Purchase Intent Index revealed consumers are still committed to buying from DTC brands, but maintaining their attention…