Check back at 9 a.m. Monday to see Olay’s full Super Bowl spot. It was a beautiful day in Los Angeles, with temperatures in the mid-70s and the tops of palm trees dotting a cloudless sky. That California-in-December bliss, however, was nowhere to be found on Stage 1 at The Lot Studios, a film and…
Last May, Fox and the NFL had a big surprise for advertisers considering buying a spot in Super Bowl LIV. The companies said they would be reducing the number of ad breaks in each quarter of Sunday’s championship game from five to four, in order to speed up pacing and improve the viewing experience. The…
Fans have been talking football for a hundred seasons. Todd Grossman, CEO of Americas, Talkwalker, says there’s one place where fandom has become ferociously clear: social media. Overall total engagement around the NFL from Aug. 1-Dec. 30 included 516.3 million who engaged, with 54% positive sentiment. The AFC dominated online mentions, with the New England…
Brands will do anything to stand out, like direct-to-consumer sustainable cashmere company Naadam rolling out a campaign featuring goats having sex. Ads like these are vital for DTC brands, where every dollar has to work harder. Consider Super Bowl LIV, which sold out of in-game ad inventory within just a few days. Because, at $5.6…
It’s Super Bowl central here at Adweek. A frenzied week of marketing and media coverage is upon us, and you’ll find up-to-the-minute news on who’s in, who’s out, best/worst ads live from our Game Day war room, along with strategies and other insights on all our platforms, including our Big Game Tracker at Adweek.com and,…
When Swedish environmental advocate Greta Thunberg first stepped onto American soil in late August after more than two weeks of travel, it wasn’t on the carpeted floor of an airport. It was on the wooden dock of a marina in Lower Manhattan. Thunberg had sailed for 15 days from the U.K., pointedly choosing to travel…
In 1977, The Rockford Files on NBC was entering its fourth season. Playing the dashing but down-on-his-luck private eye Jim Rockford was veteran Hollywood actor James Garner. The gig made the handsomely weathered Garner one of the most recognized men on the tube. So when Polaroid hired him to pitch its latest product, Americans sat…
Adweek, in partnership with Quantcast, commemorated the outstanding work of 2019 at Adweek’s Winners’ Circle. The winners of this year’s awards and honors lists gathered for a festive evening toasting the year’s accolades. Attendees enjoying the photo booth props. Sean T. Smith for Adweek The big issue comes out to party. Sean T. Smith for…
The ad inventory in next month’s Super Bowl, which has been sold out since mid-November, includes spots of all sizes: 15 seconds, 30 seconds, 60 seconds, even 90 seconds. Well, almost all sizes: Fox did not sell any six-second ads in the game. “We’re very mindful of clutter,” explained Seth Winter, evp of sports sales…
Despite the high-profile closings and acquisitions in 2019, 2020 could be a great year for independent agencies. Industry trends, including clients moving to project-based relationships and new capabilities leading to the democratization of data, are cutting down on scale-based advantages of global networks, allowing independent agencies to thrive. In December, Wieden + Kennedy was awarded…
When Ken Brook founded the blockchain ad-tech startup MetaX in early 2017, the notion of applying the decentralized ledger system behind cryptocurrency to the ills of digital advertising was still relatively novel. A prolonged rally in the price of bitcoin had brought buzz to all things blockchain, and the company received plenty of early attention….
Brand activations have come a long way in achieving consumer engagement. The last few years, in particular, saw experiential marketing steadily mature, from a quirky niche tactic to a full-on, multiplatform strategy. And in this new decade marketers will only see more pressure to drive creativity to achieve a successful ROI and social media traction….
If you love Garfield, I hate to break it to you, but Garfield isn’t art. It’s not even a good comic strip. Garfield was designed with the sole purpose of selling a boatload of merchandise, so it had to be intentionally inoffensive to appeal to the largest possible number of people. It’s not even supposed…
From accessing medical records to speaking to physicians, Americans are turning to mobile medicine as a supplement to healthcare coverage. Users are taking advantage of innovative mobile medicine services for convenience, control and cost–and of course, when they need additional support. An Omnicom Media Group survey found 86% of people have used an online pharmacy…
Influence wasn’t always quantifiable. Sure, celebrities and models could sell magazines, and there’s no question that Oscar-winning actors, superhuman athletes, chart-topping musicians and globally known politicians can convince people how to think (or to buy certain products). But the idea of influence as a measurable metric is a newer phenomenon, one predicated by normal people…
For decades, advertising worshipped a consistent pantheon of dapper demigods. They founded scrappy agencies that became global juggernauts, several wrote books with their own names in the titles and most left behind legacies of inspirational leadership speckled with quotable witticisms. But do names like Bill Bernbach, Leo Burnett, Jay Chiat and David Ogilvy–or the many…
In February, Google will begin implementing the seismic changes to how it treats cookies in its browser, first announced in May, as part of its Chrome 80 rollout. And while this does not go as far as Apple’s prohibition of third-party cookies, some argue that it signifies the end of an era. Add to this…
When she was in the third grade, Rashida Jones, now svp of specials, NBC News and MSNBC, knew she wanted to be a writer. She thought her future was as an English teacher or in print journalism and spent high school looking for new ways to tell stories. It wasn’t until she reached college, however,…
If the annals of branding prove one maxim over and over, it’s this: The best ideas often hit when you least expect. Case in point: the kitchen of a Kansas City, Mo., adman named Bob Bernstein. It was sometime in 1975. His agency, Bernstein-Rein, was sitting on a prestigious regional account for McDonald’s, which had…
According to Nielsen, women consume dozens of hours of media a week. Within that consumption come ads, so the research firm also looked at how ads influence women to try new products in a disparate age of brand disloyalty. Data shows women are really looking for proven value, and are likely to be heavily influenced…
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