Innholdsfortegnelse for March 16, 2020 i Adweek

In the months leading up to the November debut of Disney+, Disney’s various entities weren’t the only ones helping to boost the OTT offering through major marketing and promotional pushes. The media and entertainment giant found a friend in Verizon, too. A wide-ranging partnership between Disney and the telco, inked last summer, offered certain Verizon customers a free year of Disney+ if they subscribed to the company’s unlimited wireless plans or home internet. Former Disney CEO Bob Iger said he was “very pleased” about the deal during last month’s earnings call. Verizon and Disney+’s pact isn’t the first partnership between a telco and a streamer, although it is almost certainly the biggest. As the industry gets more crowded and competitive, these partnerships only stand to become more common. The reason…

Over the past 40 years, two factors—technology and Wall Street—have totally rewritten how brands are built. Both drove us to short-term, transactional marketing. Technology’s impact is obvious: an upended media landscape, one-to-one customer relationships at scale, a new retail channel capable of delivering almost instantaneous gratification, the constant thrum and beat of social media. Wall Street gets less attention, but recently that has begun to change, with a dramatic shift in the conversation about the purpose of a corporation. Confidence in our public and private institutions is in long decline. In case you weren’t looking, people don’t expect the government to solve their problems. Even before all that transpired through the recent impeachment process, only 10% of Americans had faith in Congress, down by two-thirds in just two decades. And…

Valérie Hernando-Presse global CMO | Danone Under Hernando-Presse’s leadership, Danone united the international food company’s thousands of marketers under a portfolio of over 100 wide-ranging brands, from plant-based products to specialized nutrition. She also brought Danone together to reframe and strategize its vision of “One Planet. One Health,” as it innovated to become part of a healthier world. What’s more, Hernando-Presse has initiated new consumer research techniques and oversaw the creation of The Collective, Danone’s international marketing community. Her forward thinking and ideation fit into the broader organization’s commitment to establishing solutions for food trends that are yet to come, like research into infants’ immune system development. —Sara Jerde Allison Johnson evp, CMO | PayPal Johnson joined PayPal in January 2019 and says it is the brand’s holiday campaign that…

Basketball The rest of the season is suspendend indefinitely. NCAA College athletics suspended, with campuses closing and moving courses online. Baseball Spring training canceled, Opening Day pushed back by at least two weeks. Soccer Major League Soccer has suspended all U.S. games for 30 days. Hockey Suspended the rest of the 2019-2020 season indefinitely. Racing The start of Formula 1 is postponed until the end of May. Nascar has canceled two races so far. Golf All tournaments, including the Masters in April, have been postponed. NEW YORK Gov. Andrew Cuomo banned gatherings of 500 or more people, leading to the closure of most cultural institutions, including The Met and Broadway, through March. THEME PARKS Following the closure of Disney’s theme parks in Shanghai and Hong Kong, its Paris, California and…

Esmail has had success in both linear TV (USA Network’s Mr. Robot) and streaming (Amazon’s Homecoming), and says there’s surprisingly little difference between how he approaches each platform. “When we wrote Mr. Robot, I never even put in the act breaks into each episode, which is what typically is done for a commercial-based network,” he says. “I’m a big believer in the story is the most important, and you shouldn’t worry about the delivery system or platform, unless it affects the storytelling.” However, Esmail admits that making Homecoming for Amazon gave him the freedom to approach the show as a half-hour drama, even though “the instinct was to make it an hourlong drama, because that’s what you do,” he says. “I remember hitting the pause button and saying, ‘It was…

If you’re enjoying the soft feeling of your jeans or shirt against your skin at the moment, the odds are good that you owe a debt of gratitude to a woman named Audrey Gaiser. She wasn’t an inventor or an executive or a marketer, but something better than all three: She was an inspiration. In 1965, Audrey and her husband Conrad lived on the top two floors of a duplex apartment building. The washing machines were down in the basement, leaving Mrs. Gaiser to watch the clock and then dash down the stairs at the end of the wash cycle so she could add the fabric softener (more than likely Procter & Gamble’s Downy brand, which hit the market in 1960). “Today, 80% of the washing machines have rinse drawers—but…

With Joe Biden looking very likely be the Democratic nominee for the 2020 presidential election, the real and imagined controversies swirling around his son Hunter are sure to take center stage once the former vp squares off against Donald Trump. With the White House as a backdrop, Hunter Biden is obviously a PR burden, but political mavens who are old enough can recall a far bigger one: President Jimmy Carter’s inimitable brother, Billy. While Jimmy did his best to be a wholesome gent from Georgia, Billy sported a “Redneck Power” T-shirt and grabbed headlines with his business (Billy Carter’s Service Station), his brand (Billy Beer) and, in 1978, his acceptance of a six-figure payment from strongman Muammar Gaddafi to advocate on behalf of Libya. Alcoholism and tax arrears eventually put…

‘Twitter is a company built on words, and to me, words matter.’ Social networking companies employ people from all backgrounds and walks of life, not just technology and engineering majors. Rembert Browne, creative lead, brand and voice at Twitter, certainly fits that bill. “I wanted to be the mayor of Atlanta until I was 22,” Browne said. “I still kind of do.” The Atlanta native graduated from Dartmouth University in 2009, earning a Bachelor of Arts after studying sociology, geography and public policy. After finding that “there were no jobs anywhere,” he started graduate school at Columbia University, studying urban planning. Browne said columns he wrote on student life at Dartmouth “ended up being a thing,” and his blog was noticed by people at an early iteration of Grantland, where…