The Biggest Customer Brands Are Missing Out on the Asian American Consumer

A surprising number of brands write off the Asian American and Pacific Islander (AAPI) consumer as a 5.6% niche and not a worthy investment. It is true that certain obstacles exist from a marketing perspective: our dozens of ethnicities, hundreds of dialects, a disparity in income and dispersion of cultures render engagement a unique challenge….

Key First-Quarter Media Stats of This Epic 2020

Editor’s note: Adweek worked with Matthew Scott Goldstein, a consultant with a deep knowledge of the media industry, to craft his quarterly newsletter into an Adweek article. Through his findings on various industry earnings calls, we’re bringing you insights about how your favorite brands, agencies, media companies, publishers and tech companies are performing on a…

Covid-19 Will Bring a Rise in Livestreaming Content Across Platforms

In a recent 24-hour period, I went from seeing a Russian accordion player named MOZG888VADIM play everything from traditional Russian ballads to Lady Gaga to seeing a lizard sun itself to having Travis Scott bring 12.3 million people into a virtual fantasy landscape. And I never had to leave my couch. If there is one…

How Advertisers Should Adjust Strategies for the At-Home Audience

Stay-at-home guidelines didn’t start the remote work movement, but they definitely accelerated it, and the successful transition by many companies to a dispersed workforce has proven its merits. A Gartner survey from early April found that 74% of CFOs plan to move some or all of their employees to remote positions permanently following the current…

4 Ways to Keep Spirits Up With Your Remote Coworkers

My team is remote, and we’ve retained all our workers. By day, I run A/B tests on brands’ websites to help drive revenue and better understand their audiences. So, it should come as no surprise that I recommend organizations test to discover what works and doesn’t. Feedback is your friend, especially now. Every organization is…

Brands Need to Show Support and Make Actionable Change for the Asian American Community

Owning my racial identity took some time. Growing up as a first-generation Chinese American in New Jersey, I was made fun of for being Asian. And when I looked around me, it was non-Asians who represented success and coolness to me, so that’s who I found myself emulating. I succeeded in realizing aspects of the…

Mental Well-Being Is a Privilege and Needs to Be Approached as Such

On Jan. 23, officials in China commenced a lockdown for the 11 million people living in the city of Wuhan. The day after, I touched down in London after a trip to see colleagues and clients in San Francisco and L.A., the twelfth trip in as many months. On April 8, after 76 days sealed…

Marketers Will Need to Find Opportunities to Land New Business in the Great Reset

Prior to Covid-19, no event had materially changed visitation to brick-and-mortar businesses for more than 70 years. With shelter in place nearing two months in certain states, the muscle memory of consumption (habits) in the physical world has been replaced by significant upticks in ecommerce, restaurant delivery and curbside pick-up. The CTO of Shopify, an…

Quibi Is Struggling Because It Overestimated How Consumers Absorb Short Content

Quibi isn’t failing because of the novel coronavirus pandemic, lack of brand awareness or even poor content. It’s failing because the whole premise is based on an incorrect assumption about consumer wants. Quibi has spent nearly $2 billion on their creation and release. Even if you don’t really know what Quibi is, you’ve likely seen…

7 Marketing Predictions From the Chairman of Cannes Lions

We’ve been here before, except we haven’t. In 2009, delegates and award entries absolutely tanked. The global financial crisis smashed Cannes Lions like a freak wave, dumping us dazed and confused on the beach. At the time, I was convinced that nothing could be as bad again. I’d have to check with the finance department,…

10 New Marketable Skills Needed for Covid-19

Covid-19 has impacted every industry, institution, and organization. Even the most established brands have had to readjust their strategies moving forward, including laying off some of their best employees. Airbnb’s cofounder Brian Chesky recently shared a list of all of their former employees for other brands to hire. Agencies around the world are adjusting with…

What We Can Learn From the Slow Pandemic Recovery in Europe

It is probably unsurprising to say so, but the marketing industry in Europe has been rocked by the pandemic causing changes in budgets and working practices that are shifting the sands the marketing industry is built on. As the crisis emerged in March, brands had to contend with out-of-date messaging (for example, ads that show…

How the Covid-19 Crisis Is Reforming TV’s Supply Chain

As an industry, we are at a crossroads: Do we continue down the path we’ve been on or use this moment to ask ourselves if there is a better way? We all know the trends. Linear TV viewership is on the decline, down roughly 15% pre-Covid-19, while streaming viewership is up 117% year over year,…

3 Ways Brands Can Work With Influencers to Recession-Proof Their Image

Chances are that if you’re not actively planning or already executing your Covid-19 pivot, you’re determining how the recession is going to impact future campaign plans for annual events like summer sales to back-to-school. We’re entering a low point in our economy. For select businesses, history reflects that keeping ad spend up during a recession…

Ad-Tech Players That Offer Nonperishable Services Are Best Suited for This Current Landscape

The disruption we’ve seen from Covid-19 is unprecedented in both speed and scope. And while governmental and self-imposed social distancing is absolutely necessary, these measures create harsh realities for the majority of industries. In the media world, Covid-19 has perhaps created the greatest imbalance between media consumption, which has skyrocketed, and advertiser spending, which has…

The Pandemic Is Showing Just How Much Working Moms Have to Juggle

In early March, Covid-19 rapidly shifted what day-to-day life looked like for many agency moms. Before the pandemic, some of us quietly juggled a strategically managed schedule of childcare, education, afterschool activities and mealtimes with minimal crossover. On top of this, there was the constant pressure to look like you didn’t have children at home…

Breaking Down the Myth of the Work-Life Balance

As an executive, a creative and a mother of four, I’m often asked about how I balance it all. And the answer is: I don’t because it’s impossible. To be successful, we are often sold articles about how we have to wake up at 5 a.m., drink celery juice and focus on one thing. Those…

What Online Schooling During Covid-19 Can Teach Us About Leadership

These days, if you’re a work-from-home parent like me, your Wi-Fi is probably maxed out, your children are mastering Google Hangouts more than social studies, and you’re getting pretty adept at making breakfast while simultaneously videoconferencing with your team (challah French toast with a side of quarterly coverage recaps). Parents who find themselves feverishly working…

What It’s Like to Run an Essential Cannabis Business as a Mom During the Pandemic

The legal cannabis industry has created countless opportunities and upended even more social norms in the past decade. Entrepreneurs of all stripes have benefited from this national green rush and redefined social and consumer dynamics during this electrifying period of growth. The outbreak of Covid-19 has propelled my line of work into the national spotlight…

Social Media Is Providing a Sense of Community for Those Targeted by Racist Attacks During the Pandemic

#WashTheHate, #RacismIsAVirus and #IAmNotCovid19 are among the hashtags that popped up after a series of hate crimes against the Asian community were reported. These are due to the fact that many Asian Americans and Asian immigrants are fearful, not only because of Covid-19 but also because of a surge in xenophobia, racism and violence. Scrolling…