Innholdsfortegnelse for June 5, 2017 i Adweek

‘Women have seen firsthand the toll that stress takes. They’ve traditionally paid a heavier price.’Arianna Huffington, CEO, Thrive Global If it’s tempting to dismiss emotional and physical wellness as a soft subject, here’s a hard truth: Stress and burnout cost U.S. companies more than $300 billion annually in lost productivity, missed workdays, healthcare bills, on-the-job accidents and attrition. It’s a bottom-line issue that media mogul and Huffington Post founder Arianna Huffington has been talking about for several years, penning related best-selling books Thrive and The Sleep Revolution, and now turning it into her latest business venture called Thrive Global, with the goal of putting a perpetually wired and tired population on the path to healthy living. The 6-month-old startup has tentacles in everything from ecommerce and consumer products (pop-up shops,…

You may sell toys to parents, but you actually market to their children. That was Hasbro’s modus operandi before late 2012, when the maker of Monopoly, Nerf, Play-Doh and many other toys and games got serious about data, eventually transforming its advertising and social media strategies. Indeed, company research showed Hasbro had not adequately been paying attention to “kids of all ages,” meaning moms and dads. “We started really understanding where consumers were shopping,” said Ginny McCormick, vp of integrated media and promotions at the Pawtucket, R.I.-based giant. “We’re now leveraging analytics to create a frictionless and relevant experience for the consumer.” McCormick and her team’s results speak for themselves: The company has, during the last four years, incrementally grown sales by nearly $1 billion, hitting $5 billion in 2016…

Danny McBride, the brash actor-comedian-pitchman, is the star of a new ad for Microsoft Xbox’s Game Pass, a just-launched monthly service that gives players unlimited access to hundreds of titles, meaning more ways to school opponents in NBA games and “more dudes with chainsaws chainsawing other dudes” in bloody action scenarios, he says. The two-minute spot, from Ayzenberg Group and directed by longtime McBride collaborator Jody Hill, will anchor a campaign featuring Instagram Stories with outtakes and animated GIFs.…

 It’s the Gen Z girl’s world, and Obsessee is just living in it. ‘Our stories feel like updates from a friend.’Naomi Nevitt, editorial director, Obsessee Launched a little over a year ago, Obsessee is a lifestyle publisher that focuses on fashion, beauty, culture and social justice. But unlike most of its competitors, it doesn’t have a website; instead, you can only find Obsessee on social media platforms—10 of them, to be exact, including Instagram, Snapchat, YouTube, Tumblr and even Spotify. “When we launched, we wanted to create content for where people were already consuming it,” said Alex Taylor, president of digital at Obsessee parent company Clique Media Group, which also operates sites like Who What Wear and MyDomaine. “Instead of using social media to achieve mass scale, or as an…

In 2004, Portland, Ore.-based husband and wife Tim O’Leary, founder and CEO of creative shop Respond2, and Michelle Cardinal, founder and CEO of media agency Cmedia, decided to formally tie the knot between their businesses, too. The merger resulted in the creation of R2C Group, an independent agency that specializes in direct response TV marketing and “transactional brand building,” explained Cardinal. Now, more than a decade later, R2C has over 220 employees, four offices (in Portland, San Francisco, Pennsylvania and Rhode Island), and counts a variety of ecommerce brands like Peloton Cycle, Texture, Leesa and Chewy.com as clients. “The millennial CEOs [who run these companies] don’t have old ideas about advertising because they come from a digital background where ROI is really important,” said Cardinal, “so when they get into…

‘The prevalence of women just seems normal to those of us who grew up in [Sacramento].’Dave Mering, founder and CEO, MeringCarson For those working at ad agencies in sprawling metropolitan cities across the country, the narrative generally tends to be that men, more specifically white men, dominate the top rankings within creative shops. Women hold only 11 percent of all creative director positions in the business, according to The 3 Percent Conference. But take a trip to Sacramento, and it’s a different story. Women run or hold top positions at 10 of the most renowned agencies in California’s capital. There’s Lori Bartle, president of MeringCarson; Estelle Saltzman, principal and board chair of Runyon Saltzman; and Debbie Augustine-Nelson, founder and executive creative director of Augustine, an agency that works with brands…

Whether job hunting on social media, balancing career and home life or working on their side hustles, millennial women are bringing a new and unique ethos to the workplace. “Women can put family and company culture first but still manage to save more, and do more, with the money they are given,” explained Jaclyn Johnson, CEO of online career advice platform Create & Cultivate, which teamed up with marketing research agency Buzz MG to survey more than 400 millennial females about their jobs, finances and social habits. One of the study’s biggest take-aways was the fact that 83 percent of women said they want to own their own businesses. As a result, “the tone of advertising needs to be overhauled,” Johnson said. “It went from women as homemakers, to women…