Key Insight: Price becomes a bigger factor in the decision-making process during an economic recession. CPG favorites from Campbell’s soup to Charmin toilet paper have seen a sales surge during the pandemic as Americans spend more time in their kitchens and bathrooms. Despite all the talk of shoppers seeking comfort and stability in major household…
Like many young people, Oli Marlow Thomas initially dreamed of being a police officer, not a founder. The difference is that Marlow Thomas, while short on regrets, held onto his dream longer than many. In 2009, when Marlow Thomas left university, he remained desperate to join the police and soon enrolled in a fast-track scheme…
As mothers prep their kids for an unusual back-to-school season, they’re turning to local television and digital-only sources like social media for updates and the latest developments. When the novel coronavirus first took hold in the U.S. in March, the Television Bureau of Advertising (TVB) worked with market research firm Dynata to see how the…
Key Insight: Because vMVPD subscriber churn is so high, it’s crucial for these services to win back consumers who left during the sports shutdown. The NFL returned earlier this month, almost half a year after most professional sports were shut down by Covid-19. And Hulu’s virtual multichannel programming distributor (vMVPD) service, Hulu + Live TV,…
How many virtual events have you attended or tried to attend in the past six months? There are likely 1 billion virtual events happening in a single day, all around the world, but how many are actually energizing and memorable? This is pretty fascinating when you think about it. We’ve had the television in our…
Key Insights: As lockdowns began, Campbell mobilized her team to capitalize on the spike in streaming use by homebound consumers. ‘Visible leadership’ has become a priority for Campbell during the pandemic. It wasn’t even three weeks into Kelly Campbell’s tenure as president of Hulu when the Covid-19 pandemic forced everyone at the streamer’s offices to…
This year’s showcase of standout leaders in marketing, media and tech reveal how empathy, agility, diversity and fresh thinking fueled success for their brands despite challenging times. (Read our cover story on Hulu president Kelly Campbell and how she is positioning the streamer not just to meet the present but to triumph in the future…
Key Insight: Some hope Apple will become more collegiate in its approach to the in-app advertising ecosystem. Apple is Silicon Valley’s self-appointed champion of online privacy, a stance that sets it apart from its peers in the Big Tech realms, many of which rely on substantive advertising revenues. Noble as the stance may be–not to…
Key Insight: Consumers see their pets as part of the family and want to make their well-being a priority. Sweet potato fry chews for dogs, freeze-dried minnows for cats and compostable waste bags are among the products in a new line of sustainable goods for pets from DTC brand Public Goods. A generation ago, these…
In 1939, Edsel Ford, son of automotive pioneer Henry Ford, vacationed at his estate in Hobe Sound, Fla. Ford took the trip every year, but this time he brought along a one-of-a-kind convertible that Ford’s chief stylist E.T. “Bob” Gregorie had made for him. Having seen the stylish sedans running around Europe, Ford had told…
Growing up in Napa, Calif., Emily Meyer’s two brothers had a history of fainting whenever they visited the doctor. But not Emily. Given her ability to handle blood and needles, her mother suggested she look into a career in healthcare. She ended up choosing nursing because it appealed to her social side. After completing UCLA’s…
Key Insight: After six months of Covid-19 disruptions and streaming shifts, some buyers worry whether audiences will return to linear this fall. The 2020-21 TV season begins this week, which normally would mean a flurry of premieres for new and returning broadcast shows. Last year, 79 programs debuted within the season’s first month. But this…
Though the Covid-19 pandemic has hurt businesses across the advertising industry, a recent Deloitte survey shows that CIOs and CMOs are still in a strong position. Confidence among CEOs, on the other hand, has dropped from 55% to 35%. “We are seeing a striking paradox in this unprecedented environment: As many companies undergo rapid changes…
Despite corporate America’s decades of diversity and inclusion efforts and its stellar business case showing greater revenue, profitability and innovation, these efforts have failed rather spectacularly. When has a business practice, sponsored by powerful CEOs that results in more revenue, ever failed so colossally? And why is it happening? Let’s acknowledge the stubborn role of…
In early June, much of the country was beginning to emerge from its pandemic-induced hibernation–cars creeping back on the road, restaurants moving tables outside and, of course, stores opening their doors. But while most retailers were shifting their focus to how they could reconfigure their existing stores to the new realities of the Covid-19 era,…
Key Insights: This election marks a shift away from humor used during the 2016 election to a more serious push to register people to vote. Despite integrating politics into messaging, brands are most successful when they remain nonpartisan. Brands and agencies are turning their focus to increasing voter turnout for this election cycle by reminding…
Key Insights: Even before the pandemic, takeout was the fastest-growing component for restaurants. Building out of an eatery’s physical location doesn’t always mean there will be an increase in customers. The ghost kitchen, a space shared by several restaurants that facilitates takeout and delivery, was a fledgling but promising concept prior to the pandemic. Since…
Key Insights: In a pandemic, tracking ROI isn’t an exact science, so marketers need to get creative. Brands don’t always need to buy inventory. Sometimes they can make their own. Minutes into a hockey match between the Las Vegas Knights and the Colorado Avalanche, fans were treated to a special reminder from the stadium’s speakers:…
Last month, the Harris Poll surveyed 34,000 American consumers and asked which companies enjoyed the best reputation with them. Skulking at the bottom of the list were Facebook, e-cigarette maker Juul and the Trump Organization. And at the very top, even above Hershey’s chocolate and much-loved grocery chain Wegmans, was Clorox. Granted, were Americans not…
The first of his working-class Liverpool family to attend college, Josh Fletcher felt out of place as a young gay man without many clear examples for a viable path forward. “I felt pretty invisible in advertising and media growing up, and when I moved to London, this began to really affect me,” said Fletcher. “For…
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