Adweek’s Agency of the Year honors the advertising agencies that are setting the standard for where the industry is heading into 2024. Adweek values creativity, business results and, ultimately, how agencies treat their people because it’s the people who drive the business forward. The awards will be revealed in October 2023. (In previous years, they…
The origin story of Sprite begins in West Germany where, in 1959, it was originally produced as Fanta Clear Lemon (yes, Fanta hails from Germany, too.) Its new (and current) name was introduced when it came to the U.S. market two years later, taking the name from Sprite Boy, Coca-Cola’s white-haired brand ambassador who wore…
When Procter & Gamble approached Hannah Fishman’s agency to put together a Pride campaign, she was not interested in tying self-disclosure to a timeline. Directing a room full of senior Grey Group executives away from safely spotlighting another linear coming out story, the ECD pointed to a universal experience across the LGBTQ+ community that had…
Eric Yaverbaum can still remember the pale look on his client’s face. It was 1994, and Yaverbaum was handling public relations for Ikea. The Swedish home-furnishings giant had expanded to the United States a decade earlier. Feeling confident it had a good read on the American public, the company decided to roll out an ad…
With a market cap of $2.89 trillion, Apple remains the world’s most valuable company. It should come as no surprise, then, that the device, technology, entertainment and services behemoth is also a brand darling. For the second year in a row, Apple has topped Kantar’s BrandZ Global Rankings with a valuation of $880 billion. Apple’s…
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…
New research from LinkedIn reveals that more business-to-business marketing leaders worldwide are planning to use artificial intelligence as a tool to simplify content creation in the coming year. Almost two-thirds of b-to-b marketing leaders (62%) have “a good understanding” of how to use generative AI within their marketing, the study reveals. Created alongside Ipsos, the…
Search consultants sit in a unique place in the industry, getting a bird’s eye view of the evolving agency landscape, but also the changing needs of clients. Working well with them is a must for agencies, as search consultants control a steady flow of new business opportunities for agencies large and small. That’s why the…
Publishers have long struggled to prove the efficacy of their digital ad products to brand partners, but in the last year, media companies including Cond? Nast and Insider have begun experimenting with attention-based ad metrics to more clearly quantify their value, ultimately looking to drive more ad revenue. Using attention-based metrics–devised often by a mix…
Coco Chanel, founder of the eponymous fashion house whose designs have stood the test of time, is undoubtedly France’s most famous mademoiselle. However, one other woman has had just as much cultural influence, yet far less recognition: Madame Clicquot. Born in 1777 and widowed at 27 years old with a three-year-old daughter in tow, Barbe-Nicole…
Whether it’s a card a bank customer uses for payments or a service tracking how a company accepts or makes payments, Mastercard sells all elements of its business as “priceless.” Yet the company still occasionally needs to explain its presence in places like the B2B Marketing Exchange earlier this year in Scottsdale, Ariz. Greg Boosin,…
You’d be right for thinking that the metaverse–once the buzziest term in the industry–is dead, given the number of headlines since, at least, last September claiming such. Mashable reported that Meta’s Horizon Worlds was short of meeting its monthly active user goal of 500,000 by 300,000 monthly active users. Internal documents at Meta showed only…
Very little about our world exists as it did in 2019. For a company like Columbia Sportswear, that year may as well exist in a different century. In the lobby of Columbia’s headquarters at its campus just off Route 26 in Portland, Ore., longtime company president Gert Boyle’s face looks down on the lobby from…
The ad industry is now brimming with vendors claiming they can track and measure ad viewers’ attention. Hungry to strike partnerships with agencies and their clients, these vendors want to prove that running engaging ad campaigns is not just an art, but a science. The trouble is, attention-tracking and measurement vendors are still developing their…
When a traveler rents a room from a host who’s not only present, but prepares the occasional meal and offers tips and guidance in an unfamiliar location, an Airbnb functions more like a bed and breakfast. When an absentee owner rents their space through a property manager and limits contact to a lengthy cloud-based list…
Good marketers know how to craft a compelling message. They’re skilled at delivering the right idea to the right audience at the right time. They understand the persuasive power of narrative. That’s why sometimes it’s surprising to hear marketers struggle to convey the importance of marketing to their CEO and members of the board. “It…
Jim Mollica has roots in media, with tenures at giants like Viacom and Disney under his belt. Now as chief marketing officer (CMO) at audio business Bose, his day to day looks a little different–selling high-end sound products instead of media slots around SpongeBob SquarePants. What has remained the same, though, is an obsession with…
Screenvision, the nation’s second-largest seller of ads in movie theaters, will make an upfront presentation to advertisers on May 23 in New York. The pitch: By placing ads across thousands of its movie theater screens, marketers can get more granular audience data while captivating a deeply engaged audience. Just ask Netflix. Connected TV networks led…
The need for brand building in the b-to-b sector has never been as in demand as it is today. Some of the world’s biggest and most established blue chip brands, from Microsoft and Accenture to Shell and Amazon, are servicing business clients making it a thriving sector. But worldwide economic uncertainty has made business customers…
Let’s play a game of Guess the Advertiser. Ready? Picture an attractive young woman in a sundress strolling through a field of lavender–in Provence, perhaps, or maybe someplace in Portugal. She trails her hands along the blossoms, then luxuriates on her back amid the luscious hedges. What brand would use footage like this? L’Occitane, right?…
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