Predictions, Hopes and Dreams on The Future Of Advertising

What will the future of advertising look like? The industry will continue to form and re-form as it always has. The test of who’s getting it right at any given time should be creative effectiveness, not cost “effectiveness.” Advertising itself may change in terms of how it looks and sounds and where it appears. But…

This Cultural Moment Is Right for the Emergence of an LGBTQ+ Agency Leader

Pride is a community movement that’s also deeply personal, especially when it comes to whether someone can bring their authentic self to work. Many queer people wish the agency world had more loud, out-and-proud industry leaders who could tell us: “I’m queer, and this is how I made it to the top.” Mentors are invaluable;…

This TikToker Gave Brands the Refresh They Didn’t Know They Needed

Earlier this month, TikTok user Emily Zugay uploaded a satirical video in which she made mock redesigns of famous logos. A week later, huge brands like Adobe, Tampax, Nascar and Tinder had left comments on the video, begging her to make crude reimaginings of their own marks. She more than delivered, sharing more MS Paint-esque…

Why the Hershey’s Media Pitch Points to the Future of Agency Sourcing

Even the best media pitches can leave questions in the ether. Will there be a gap between what’s promised and what will be delivered? Will the agency team working on the business match up to the image that the slick new business machine has presented? Selecting the right media agency is critical if brands want…

When Football TV Ratings Decline, Go Programmatic

The popularity of the National Football League (NFL) has grown in recent years, expanding across platforms, apps, discussion boards and online games, creating new and deeper forms of engagement among fans. At the same time, live NFL game ratings on linear television have declined, as they have for many major sports. How, then, can advertisers…

Financial Success Is Not Enough for Latinx-Founded Companies

This article is part of the Hispanic and Latin American Voices in Adweek series, which will cover the different nuances and challenges within this community. I immigrated from Nicaragua to Florida at age 17. As a teenager in a new country, I naturally sought out role models. But there weren’t any business leaders, elected officials…

Why the Future of Advertising Is in Three Dimensions

This idea that our media is about to become “dimensionalized” is fascinating. For many years our ads and their touchpoints have been delivered on a flat plane. Whether outdoor, TV or even digital banners, creators only really needed to worry about one “side” of the placement–the side facing the consumer. But that could be about…

How Your Health Care Message Can Reach Black and Brown Communities

When entering a building, do you inspect its foundation? While on a bridge crossing a river, do you and verify who designed and built the structure? Does your neighborhood have public transit or safe streets to get you to school or work? All of this is your infrastructure. If your infrastructure is solid, you trust…

Navigating the Virtual Wild West That Is Programmatic Advertising

A virtual Wild West is an apt description for programmatic advertising. Or at least it was. No one can deny that in the rush to claim premium inventory, rates and eyeballs, the industry made up rules as it went along, capitalizing on pockets of value. This is true of any new marketplace; technology and demand…

Why CEOs Don’t Trust Marketing Chiefs to Grow the Business

CMOs are facing doubt within their organizations that they can drive growth. Time is increasingly committed to counseling CEOs who believe they have a marketing challenge. And they’re not alone–other C-suite executives are expressing the same concerns about their CMOs, indicating an industrywide dilemma about the perception of chief marketers. The data is startling. According…

Restaurants That Thrived During Covid Can Thank On-the-Go Diners

Few industries were hit as hard by the pandemic as the restaurant business. After much of the country went into lockdown, restaurants–like almost every other business–were forced to close their doors. For many, though, the closure has been permanent. But some parts of the industry–namely the quick-serve and fast-casual segments–have served as something of a…

Hispanics Are Keeping the American Dream Alive—Listen to Their Voices

Just over 25 years ago–a generation ago–Hispanic Heritage Month was signed into law as an official time to celebrate the culture and contributions of the U.S. Hispanic community. A lot of progress has been logged since then, but our journey to be seen, heard and valued isn’t over yet. This generation is at a turning…

Celebrating Leaders of Color in the LGBTQ+ Movement by Looking Past Stereotypes

This article is part of the Hispanic and Latin American Voices in Adweek series, which will cover the different nuances and challenges within this community. Rainbow washed logos. Corporate donations. Predictably, 2021 saw a wave of brands step up for Pride Month. But when Pride Month ended, the logos went back to brand colors and…

Beyond Aesthetic: What Haircare Brands Must Remember When Speaking to the Black Community

Go ahead, caress your scalp. How does your hair feel? My Black hair, thick and natural, feels lustrous. Yet the dominant standards of beauty might have you perceiving it otherwise. For a while, even I held the same perceptions. For the bulk of my youth, haircare revolved around haircuts; for me, they needed to be…

How Brands Can Win Over Consumers by Sourcing Music Responsibly

As we venture deeper into the age of corporate and social responsibility, consumers all over the world are asking corporations and organizations to demonstrate their accountability. This expectation has seeped into debates about music sourcing and compensation. In the days of Napster and digital files, music fans expressed limited awareness of their impact on artists’…

5 Steps Men Can Take to Stamp Out Workplace Harassment

When asked about sexual harassment in the workplace, companies will often reiterate the same phrases of “zero tolerance” or “no place in our office,” but the problem often lies in that most complaints never reach human resources. A Pew Research Center survey revealed that 59% of women have experienced some form of sexual harassment, and…

How to Successfully Fill the Shoes of a Larger-Than-Life Founder

For many first-generation tech companies, their brands are synonymous with the people who created, nurtured and passionately grew them to what they are today. These founders define the brain trust, values, purpose and aesthetic of their companies, setting the bar for their customer experience and relationship. Founders like Steve Jobs, Elon Musk, Richard Branson and…

How Hospitality Brands Can Win Back Customer Loyalty

After a year and a half of people staying home, domestic travel is picking up again, which represents an important opportunity for hospitality brands to make up for the commerce they’ve missed out on. This wide-ranging category, which includes airlines, hotels, theaters, theme parks, spas and tourist destinations, should be focused on looking ahead. Marketers…

Steve From Blue’s Clues Just Gave Us All a Masterclass in Empathy Marketing

Blue’s Clues taught us many lessons since it premiered 25 years ago, but earlier this week, Steve taught marketers everywhere a lesson in empathy. Anyone in their late 20s and early 30s probably remembers sitting on the floor of a living room mesmerized by a dog, Blue, and his best friend Steve. From a video…

Time Is of the Essence: How Brands Can Still Help Refugees in Afghanistan

Now that the U.S. is officially out of Afghanistan, many of us fear for the hundreds of thousands of U.S.-affiliated Afghans facing uncertain futures. One reason brands should consider getting involved in the rescue effort is the role of brand purpose in driving growth across industries. Investing in social impact has become standard business practice,…