Innholdsfortegnelse for August 26, 2019 i Adweek

Netflix is still king of the streaming world in the U.S., but its dominance is expected to slip slightly as competitors like Hulu and Amazon Prime Video take on more market share and new services enter the streaming space, according to a new forecast from the research firm eMarketer. By the end of 2019, 158.8 million viewers are expected to watch Netflix programming, according to the firm, with the streaming service posting continued growth. Nonetheless, it’s expected that Netflix will reach 87% of the overall streaming viewers, compared to the 90% share it captured five years prior. Netflix’s hold on the market will slowly but steadily decline over the next five years, eMarketer predicted, dipping to a little over 86% of total over-the-top (OTT) video service users by 2023. As…

Like a phoenix rising from the ashes, magazines are being reborn for the newsstands. As more magazines go dark and become digital-only, publishers are finding ways to keep those outlets alive in their original medium as special interest publications. The big magazine publishing houses have been turning their shuttered print magazines into special interest publications. Known as SIPs, they are available on newsstands with fewer advertisements than typical weekly or monthly publications, but at up to triple the cost to consumers. Hearst has taken this route with Seventeen, Condé Nast has plans to explore this with Glamour, and Meredith—which has been in this space for a while—has created SIPs for a number of its brands, including Coastal Living. As print ad dollars continue to decline and publishers look to shift…

How are you taking media marketing to the next level for Ulta? I’m really excited about our partnership with Essence magazine (which is a first of its kind for both Ulta and Essence) and their new Girls United initiative that mentors young girls in developing their academic potential, love of self and leadership skills. We selected six girls ages 16-19 from across the country to participate in a once-in-a-lifetime mentorship program. In this program, they had the opportunity to learn from Ulta Beauty and Essence senior leaders; provide valuable consumer insight to our marketing and merchandising teams; and ultimately create their own makeup collection in collaboration with the Ulta Beauty Collection (to be sold in stores nationwide). For their involvement, they were awarded $10,000 to use toward college. We captured…

Last year, ADCOLOR asked our community to think about the past and decide what they wanted the future to be. More than 1,200 people came together to examine, discuss and share not only the moments that shaped us personally, but also those that shaped us collectively as a society. It created a moment of truth for the industry. This year, we’re asking ourselves: “What are we willing to take a stand for?” Standing for something means more than social media approval. It means being uncomfortable. ADCOLOR has maintained a discomfort with the status quo for 14 years to keep our focus on one thing: advocacy. Every year we work with GSD&M to create a rallying statement that provides a foundation for our advocacy. It inspires us to do more and…

1 USE YOUR BRAND’S IDENTITY TO HELP TELL ITS STORY There are often opportunities to push a brand’s visual identity further. Subway recently used food photography (specifically a slice of cheese, olive and onion) to form a record player, a subtle nod to its music festival partnerships. 2 DON’T REINVENT THE WHEEL While Subway’s new logo has a modern spin, it still retains much of its old look and feel. Baron said erasing these “brand equities” can sometimes do more harm than good, which is why Turner Duckworth chose to “dust off” Subway’s logo rather than drastically alter it. 3 THINK ABOUT WHERE PEOPLE SEE YOUR BRAND Even as recently as five years ago, marketers weren’t thinking much about how their brands expressed themselves in environments like apps.…

The camera loves Eva Longoria, and vice versa, with the Texas-born actor, producer, director and activist filling her social media feeds with a steady stream of snaps that document her life as a Hollywood mom and mogul. But a closer look at those Twitter and Instagram posts, and the pop-culture media coverage that invariably follows her around the world, reveals much more than exotic locations, charity galas and celebrity friends. Check out, for instance, the now-viral picture of Longoria directing an episode of Grand Hotel, a midseason drama she’s executive producing for ABC. A few months postpartum, she’s breastfeeding her infant son, Santiago, while marshaling the troops for an action-heavy scene of the nighttime soap. “I wasn’t making a statement by breastfeeding on set,” she says. But by sharing the…

THE UPFRONTS ARE ONE OF TV’S GREAT MYSTERIES: They’re always the focus of the advertising year, but the negotiation process remains hush-hush, with only a handful of people on both sides engaged in those high-level talks. That changed last year, when a major TV ad sales exec agreed to (anonymously) take Adweek behind the scenes, compiling an upfront diary that highlighted each stage of their upfront negotiations. This year, we got another behind-the-scenes peek, this time from the other side of the bargaining table, as a top TV buyer—once again, anonymous—took Adweek through every step of their company’s talks. Here’s what this person had to say about the “insane” upfront marketplace, where early movement, a “really dumb” response to higher-than-expected rates of change and the sudden exit of WarnerMedia ad…

LEGEND STEVE PAMON PRESIDENT & COO PARKWOOD ENTERTAINMENT If you want to know what it takes to stay ahead of the curve in the music and entertainment industry today, look no further than Parkwood Entertainment, the management and entertainment company founded by Beyoncé in 2010. Steve Pamon joined the company in December 2015, after an impressive run as head of sports and entertainment marketing at JPMorgan Chase and Co. Within months, Beyoncé released the groundbreaking Lemonade with an hour-long film that became a true pop culture phenomenon. In his time at the helm of Parkwood, Pamon has gathered accolades for setting and breaking records, including negotiating Beyoncé’s show-stopping halftime at Super Bowl 50 and the sold-out stadium Formation World Tour. Not to mention the way Bey redefined the concert film…

KNOW THAT DATA ISN’T ALWAYS RIGHT I won the Adweek Brand Genius Award for my work at Adidas’ “Original Is Never Finished.” I call it the “My Way Campaign.” It was the campaign that was set to the music of Frank Sinatra’s “My Way,” reinterpreted, which leads me into one of my biggest learnings in that data is not always right. When we were locking in the music for the campaign, data was clearly telling us that Frank Sinatra wouldn’t resonate with younger consumers. We went against what the data was telling us. Experience and intuition are something that you shouldn’t underestimate in the role. FIND YOUR NORTH STAR In the first 90 days at Gap, the first thing I looked for was my personal North Star and everything laddered…

For the benefit of those unfamiliar with the phrase (and it can’t be many), “Sorry, Charlie” roughly translates to: Tough luck, bro. Urban Dictionary defines it as: “A lack of sympathy. A form of ‘get over it.’” Today’s kids might not trot out “Sorry, Charlie” as much as the youth of the 1960s did, but the mock-pity phrase has made enough of a cultural impact to have resulted in an official “Sorry Charlie Day” (April 6), created to recognize “that everyone gets rejected sometimes.” Which is actually a nice sentiment. But let the record reflect: “Sorry, Charlie” all began with a talking tuna. We refer to one Charlie the Tuna, spokesfish of StarKist, who enjoys the distinction of being one of the best-known brand mascots in history, an icon on…

When Lord & Taylor locked the doors of its Manhattan flagship earlier this year, it was the latest chapter in the long, slow decline of the great American department store. But few store closings have stung quite like the demise of Bonwit Teller, and few of those who remember it have forgiven the man who demolished it: Donald Trump. A grand emporium that once counted 16 stores nationally, Bonwit Teller was the first merchant to import designer men’s fashions from Europe, and it once hired a window dresser named Salvador Dalí. In 1954, the year of this photo, the store’s fashions popped from the pages of Vogue. But by 1979, a series of poor business decisions forced the retailer to vacate its flagship at 5th Avenue and 56th Street. Enter…