Innholdsfortegnelse for September 2023 i Adweek

The Harlem Globetrotters hadn’t had a television series since the 1970s—that is, until Keith Dawkins came along. The iconic basketball exhibition team—founded in Chicago in 1926—has long relied on its live tours to engage a passionate fan base, with its legendary performances showcasing twists on traditional NBA rules. But to keep the century-old brand relevant, Dawkins, who joined the organization in early 2022 as president, set out to establish a new presence in a vastly changed media landscape. “Content in all forms is really important for us because it allows us to have a 365-day-a-year conversation with the audience and activate on that in whichever shape we choose,” said Dawkins, who will be appearing at Brandweek this week to talk about the evolution of the brand. TV was an obvious…

After George Floyd was murdered in 2020, those who embraced diversity, equity, inclusion and compassion weren’t meant to be the vanguard but, rather, the norm. Calls for change that began more than three years ago received few meaningful answers, even among the brands and marketers on Adweek’s pages. In February, a survey from recruitment diversity advocacy group Hue found that 85% of employees said their brands failed to invest in more racially diverse hiring—with 80% saying those brands did nothing to create a more equitable working environment. Increasingly, frustrated marketers of color have quit their jobs as a result. With McKinsey, Gartner and others routinely citing the benefits of an inclusive workforce and policies, marketing leaders who embrace equity reap the rewards of spearheading change. In fact, McKinsey noted in…

In 1933, the United States stumbled into the worst year of the Great Depression. A quarter of the population had no work, millions had no homes, and nearly everyone suffered from hunger. In coastal cities, children scoured the docks in hopes of finding rotten vegetables. Some rural families survived by eating weeds. The purpose of a meal—often little more than liver loaf or an onion stuffed with peanut butter—was to fill one’s stomach; nutrition was a luxury. Since malnourished Americans lacked the energy even to get out of bed, nutrition was also an economic issue. School lunch programs understood that, as did the Roosevelt administration. And so did an entrepreneur named William Gilbert Peacock. In the pre-Depression years, Peacock’s New England Products Company had sold a range of vegetable juices…

Long a rite of autumn, the fall TV season has typically ushered in a wave of network TV shows, new storylines for returning series and special events that advertisers would spend billions of dollars upfront to be a part of. But fall 2023 will see the triple whammy of continued economic uncertainty, new ad-supported streaming services and a historic double strike in Hollywood. That begs one question: Is the fall TV season even relevant anymore? “Today’s consumers have so many more content sources to satiate their attention,” said Mike Proulx, vice president, research director at Forrester. “Creator content platforms like TikTok and YouTube are effectively immune to what’s happening in Hollywood, and Netflix’s international production footprint affords the streamer a level of defense.” With increased advertising inventory and streamers vying…

We are past the point that in-housing can be considered a trend. Today, in-house agencies are the norm, with most brands having brought core advertising functions within their walls as they look to increase agility, improve cost efficiency and gain greater control over their data. In a recent report by the Incorporated Society of British Advertisers (ISBA), 79% of brand respondents stated they are already in-housing to some extent, with a further 10% planning to do so soon. The story is the same in the U.S., where 82% of ANA members reported having an in-house agency in 2023, up from 78% in 2018 and 58% in 2013. But dig beneath the surface and a more complex picture emerges. There are still ample cost savings and efficiencies to be found at…

UNDERSTANDING THE AUDIENCE With only 46% of Gen Z confident in their finances compared to 71% of millennials, H&R Block’s “A Fair Shot” found an audience in 2023. Awareness of the campaign increased 13 percentage points over 2022, with more than 75% of Gen Z adults holding a favorable view of H&R Block as a result. “We’re asking, ‘Who is our community? Who are our customers? Who can we best serve, and [how can we] move beyond broad definitions and really understand what they are up against economically?’” said Marketing Vanguard Award honoree Jill Cress, CMO of H&R Block. “Last year, Gen Z was one of the primary audiences that we targeted, and they significantly contributed to our growth,” Cress said. “This segmented approach and bringing our expertise and care…

Welcome to the Champions of Change Awards, the next evolution of Adweek’s Most Powerful Women in Sports franchise. The list spotlights the women and nonbinary people making a difference in the worlds of sports and sports marketing, from players in the (literal) field to executives working behind the scenes to bring you the sports you love. Last year’s honorees included WNBA legends Sue Bird and Sylvia Fowles as our cover stars, and highlighted the likes of Google’s Kate Johnson, U.S. Soccer’s Cindy Parlow Cone and the XFL’s Dany Garcia. Now, nominations are open for our 2023 list. They should include a brief summary of your nominee’s recent achievements over the past year. Submit your candidate by Sept. 18 at adweek.com.…

‘Twas the weeks before school, when all through the nation, consumers kept shopping in spite of inflation. This back-to-school season, sales are on track to increase 3%, reaching a new high. During the six weeks ending Aug. 5, parents spent $1.8 billion on erasers, backpacks and packaged snacks, according to first-party data from 62 million households provided by Kroger’s retail data science, insights and media company, 84.51°. The record-breaking total, however, doesn’t mean consumers are spending lavishly. Survey results suggest about half of U.S. adults with a student in their home planned to pull back on purchasing classroom supplies due to higher prices. A similar number said they intended to reuse most items from past years. It’s worth noting the category’s growth is down from 2022, when sales grew a…