Last October, Marc Pritchard, P&G’s chief brand officer and one of the most influential people in marketing, delivered a message that some marketers have embraced for years. At the ANA Masters of Marketing Conference, Pritchard explained two things to the several thousand attendees. First, marketers need to see multicultural marketing as mainstream marketing. No longer…
Bloomberg Media, entering its ninth consecutive quarter of ad revenue growth and nearing half a million subscribers, is one publisher aggressively pushing what it calls its audience-first strategy for 2023. The company is kicking off the year by cutting ties with the programmatic open marketplace, believing that a “healthier consumer subscription business will provide fertile…
It’s still uncertain how the current economic uncertainty will shake out and whether there will be any parallels to the 2008 recession. Leaders are hesitant to draw comparisons to 2008 for a variety of reasons, the largest being the extent the industry has changed since then. But they agreed there are indeed some parallels–namely, a…
In February 2021, a new restaurant appeared in Steubenville, Ohio. Its name: Wings on Wheels. The menu featured what you might expect: chicken wings, soft drinks, sides of ranch and blue cheese dressing. Everything was rather typical about the place, except for one thing: There were no booths or servers–let alone a building. Wings on…
Fox’s Thanksgiving Day New York Giants vs. Dallas Cowboys NFL game averaged 42 million viewers, breaking a TV record set in 1990. In addition to its eye-popping NFL ratings, Fox Sports has also seen record viewership for English-language soccer during the 2022 FIFA World Cup, as well as the biggest audience since 2011 for Nov….
There’s a cynical old saying: Hatred breeds excellence. Scoff if you’d like–but not before you hear the story of how that adage created one of America’s best-known holiday gifts: a sturdy little appliance known as Mr. Coffee. Vincent Marotta was a Cleveland real estate man whose business stalled when he couldn’t secure financing. One morning…
In the space of a month, the world’s two biggest SVOD streamers–Netflix and Disney+–have opened their platforms to marketers for the first time, each debuting an advertising-supported tier and ushering in a new chapter of the streaming wars. In March, Disney+ was the first to announce an ad-supported product, which debuted Dec. 8 in the…
Sexual health care company Wisp has, for years, relied on digital channels like paid search, social and affiliate marketing to get the word out about its telemedicine services, which expedite access to sexual and reproductive health care. By last June, Wisp was ready to diversify its media mix, especially as the Supreme Court was slated…
By now it’s clear that anyone betting on the post-Covid inflationary period being a short-term blip rather than the beginning of a long spate of hardship has resolutely lost. Consumer sentiment is increasingly moving from nervousness to existential fear as the “heat or eat” dilemma looms ever larger this winter. As expected, most early responses…
Microsoft had a whole garage to begin its journey to greatness, but Michael Watts didn’t have that luxury. He founded his creative production agency Hook in a closet in his Michigan home–because the garage was already being used by his roommates. Now, Hook boasts more than 100 employees across San Francisco and other locations, and…
There’s no shortcut to creative transformation, despite how much business leaders might wish for one. For FCB Group India–Adweek’s 2022 International Agency of the Year–the journey was a gradual process spanning about five years and requiring hard work, focus and “belief” from the entire staff, said chairman and chief executive Rohit Ohri. But where once…
For TBWAWorldwide, disruption is not just methodology. “It’s a mindset within this company that things should change, can change, and that it will be better because of it,” said Troy Ruhanen, chief executive of Omnicom’s TBWAWorldwide, referring to the continued movement of the advertising group, which he calls a “collective.” With more than 100 offices…
Agencies prepare for all kinds of potential disruptions to a shoot. But a cataclysmic volcanic eruption isn’t one of them. Neither is a tsunami. Joan Creative had plans to help new client S&P Global launch its rebrand with several spots, one of which included an underwater dive through the marine life-heavy waters of Fiji. As…
In the back of their minds, most agency leaders are doing math. Figuring out how many pitches they must invest in is a preoccupation. “It’s just about survival, right?” Franke Rodriguez, Anomaly’s New York CEO, posited. But Anomaly’s leaders aren’t worried about that. Last year, the creative agency declined 60% of new business opportunities. It’s…
No agency succeeds by playing it safe. Boring creative doesn’t move the needle for brands, and agencies that peddle in mediocrity dissolve quickly. That has never been a problem for Mischief @ No Fixed Address in its two-and-a-half years of existence. Mischief takes calculated creative risks for brands including Eos, Coors Light and Tinder and…
If you ask Majority founder Omid Farhang to reflect on the past two years since creating the company, he’d describe a beginning rife with “beautiful accidents and unintended consequences.” Despite how that may sound, he means it in the best possible way. “When we started the company, [the partners and I] put plans in place….
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