ADWEEK

Articles from Vol. 60, No. 28, November 4

Believing in Self and Culture: ANDREA MALLARD: PINTEREST'S CMO TALKS ABOUT HOW DOING GOOD GETS HER EXCITED IN THE TOP OF MIND SERIES ON ADWEEK.COM
EVOLVE WITH YOUR CUSTOMER BASE Pinterest has been growing very successfully for a long time and now I think it's important for us to get our point of view out a little more emphatically into the world. So, I'm most excited about really crafting the stories...
Brandweek Spotlight: Stellar Speakers Share Their Insights on Marketing and Beyond
Adweek: How do you navigate marketing and advertising in an age of rapid consumer feedback? Pedro Earp: We are relentlessly committed to bringing people together by building a portfolio of brands that people love. We do this through deep consumer understanding...
Chatting with the Bots: HOW MARKETERS ARE CONNECTING WITH CONSUMERS ON A DEEPER LEVEL
It may seem like chatbots are designed to make us go crazy at times. But new research from Publicis Media shows that the ones that are genuinely helpful are moving the needle for brands in positive ways. "When a brand gets a chatbot experience right--by...
Chrissy Teigen: Is I Rare Celeb Who Can Win Tv, Book, Product and Endorsement Deals with Startling Candor and Stinging Clapbacks
Mass communication is Chrissy Teigen's lifeblood, with Twitter being her favorite platform (and sometimes weapon) of choice. But the road to social media superstardom has had its potholes, like her July leak of the full premiere episode instead of a...
David Rubin: THE TRUTH TELLER
These are challenging times for publishers. Competition for ad dollars is fiercer than ever, the term "fake news" has become part of everyday conversation and the president of the United States continues to criticize leading newspapers, like The New...
Dean Evans: STEERING THE CARMAKER TO NEW MILESTONES
For lots of people, car shopping offers none of the fun or convenience of buying something online. It consumes a lot of time, patience and energy to research a reliable dealership, test drive different models and tackle the ample paperwork that a purchase...
Deirdre Findlay: MAKING FASHION TRULY ACCESSIBLE
Stitch Fix broke entirely new ground when it launched in 2011, marrying personal style curation with ecommerce and introducing a revolutionary concept in apparel that resonated with shoppers and attracted competitors. The next challenge: how to stay...
Designing New York's Ferry System: REI INAMOTO'S AGENCY MADE A SPLASH ON THE WATER
Breaking through the clutter in New York is no easy task. Despite the challenges of navigating New York's subway system and much-needed infrastructure upgrades, the design vocabulary and signage directing riders continue to endure. Massimo Vignelli's...
Emily Boschwitz: BECAUSE TAKING CARE OF YOURSELF SHOULDN'T HAVE TO FEEL LIKE TAKING YOUR MEDICINE
It's safe to assume that most dudes would prefer not to look someone in the eye when discussing their erectile dysfunction. Actually, they'd probably prefer not to talk about it at all. But Hims is here for them. The telemedicine brand offers online...
Fiona Carter: THE STORYTELLER INTENT ON EFFECTING CHANGE
In 2016, Carter was reviewing a script for an AT&T Business ad when she noticed something was off: All the characters were male. "I realized in that moment that as an advertiser I had the ability to make a change," she recalls, saying she immediately...
Instilling Trust in Agencies Again: MOVING PAST THE CONTRIVED BRAND CONFLICTS
When McDonald's awarded its business to Wieden + Kennedy last month, the entire agency world should have celebrated--or at least taken notice. Since when could a creative agency with a clear competitor on its roster (KFC) even be considered for the business?...
Jennifer Breithaupt: BANKING ON THE POWER OF CONNECTION
When Breithaupt became global consumer chief marketing officer of Citi in 2017, she was given an unusual mission: to bring more emotion to a 207-year-old financial services brand that wasn't exactly dripping with the feels. First, she addressed the tone...
Juul Marketing at a Crossroads: But It's Business as Usual for Other Vape Brands
A public perception crisis around electronic cigarettes seems to have materialized overnight, triggering a variety of responses from the industry. News of vaping-related hospitalizations began circulating in August while teen use continued to trend upward....
Kelly O'donnell: White House News Correspondent: NBC News
What has led you to where you are today? After graduating from Northwestern and a start in local news, I've spent more than 25 years at NBC News working in Los Angeles, New York, stints in Denver and London before reaching our Washington bureau. My work...
Marvin Chow: THE MAN WHO GAVE GOOGLE A VOICE
It's not easy to convey to people within the confines of a commercial that you've got a solution to a problem they never thought they had. But that's exactly what Chow managed to achieve with the "Make Google Do It" campaign promoting Google Assistant....
Mike Benson: SEEING PASTRAMI FOR WHAT IT IS: AN AMAZING MARKETING OPPORTUNITY
In 1979, The New York Times declared that the Carnegie Deli had superior pastrami to the nearby Stage Deli, setting off what it dubbed the Pastrami War. This Theater District rivalry is no more--both delis have since closed their doors for good--but...
No Echo Heard in China: AMAZON SHUT OUT AS LOCAL SMART SPEAKER BRANDS DOMINATE THE WORLD'S BIGGEST MARKET
The U.S. has one of the most advanced smart speaker markets in the world, dominated by a who's who of Big Tech that includes Amazon, Apple and Google. That isn't necessarily the case abroad, though, particularly in the fast-growing Chinese market, where...
Nutter Butter: THE DISTINCT COOKIE CELEBRATES 50 YEARS ON THE MARKET. BUT ITS BEGINNING IS A MYSTERY
A kid plays on a swing, contemplating his afternoon snack. His co-star, an animated character in Nutter Butter's 1973 television commercial, is the spitting image of Willy Wonka, the beloved Gene Wilder version, though some viewers have noticed touches...
Ryan McCpnaghy: OPTIMIZING THE AD OPS COMMUNITY
In an industry that classifies itself as the business backend of advertising showbiz, even the most ardent of ad ops professionals will concede that monetizing traffic, optimizing CPM yield and managing the private marketplace are the lower hanging fruit....
Stephanie NcHahon: GRAPPLING WITH GENDER STEREOTYPES, AND WINNING
In 2015, for three straight days in February, the hashtag #GiveDivasAChance started trending on Twitter. Fans of Worldwide Wrestling Entertainment (WWE) had taken to social media to ask the brand to showcase more of the company's female stars. Vince...
The Good Fight: Stand Up to Cancer Is Battling the Disease More Fiercely Than Ever with the Help of Co-Founders Rusty Robertson and Sue Schwartz, Who Are Accepting Adweek's 2019 Brand Save Award
Getting dozens of celebrities to meet in the same room at the same time isn't easy. It typically takes an event with the promise of the industry's most prestigious trophies--the Oscars or the Emmys. Or a really good cause. In 2008, an hour-long telethon...
The Stars Are Aligned
Visit Palm Springs and you'll find stars of all kinds--be they luminous points in the dark night sky or classic haunts and hotels that radiate glimmers of 01' Blue Eyes and his Rat Pack crew. This week, California's desert oasis will shine even brighter,...
Tony Weisman: THE MAN WHO DROPPED THE 'DONUTS'
When Digitas veteran Tony Weisman landed the job of CMO of Dunkin' Donuts in 2017, he inherited responsibility for the look, feel and personality of a 67-year-old doughnut chain. The only problem was, well, that "Donuts" thing. Granted, the storied brand...
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