Sommaire pour August 8, 2022 de Adweek

All signs point to the global economy heading toward a recession that’s likely to continue into 2023. Looking to the 2009 downturn, however, the U.K.’s Institute for Practitioners in Advertising found brands that upped ad spend by 8% increased market share four times more during the recovery phase. For now, some of the world’s top spenders are leaning on marketing to see them through this time. Coca-Cola global CMO Manolo Arroyo said the brand’s developed a set of “best practices” for hyperinflationary environments and is thinking three to five years ahead. “The name of the game is about segmentation and adapting to ensure we maintain our customer base.” Unilever executives expressed similar confidence that marketing could help it come out the other side. As prices rose 11% in Q2, the…

AMID A HEAT WAVE in Europe, British luxury accessories designer Anya Hindmarch has been serving up madcap flavors of ice cream. Dubbed The Ice Cream Project, the scoop shop popped up inside the brand’s London retail space, The Village. Located in the upscale neighborhood of Belgravia, The Village opened in 2021 as a permanent, yet ever-changing, space for the brand to play with experiential ideas. Inside the sleek shop, freezers line the walls packed with pints adorned with recognizable logos. Despite the designer’s pedigree, the flavors on offer are not the kind reserved for the well-heeled—in fact, you likely have the ingredients in your pantry right now: Heinz baked beans, Lyle’s Golden Syrup, Kikkoman soy sauce. It’s all in service of Hindmarch’s $750 sequined Anya Brands bag collection, a selection…

When Jemele Hill first launched her podcast exclusively on Spotify in April 2019, the moment marked a new chapter for both parties, though neither could have known it at the time. Just two months prior, Spotify had declared itself an audio company for the first time, officially expanding its mission beyond music and signaling its investment in podcasting. Hill, meanwhile, had recently left her job of 12 years at ESPN, where controversy surrounding remarks she made about then-President Donald Trump and Dallas Cowboys’ owner Jerry Jones dogged her departure. Both were looking for a breakthrough moment, and they hoped to find it in each other. The partnership proved fruitful. In the three years since, Hill has cut more than 194 episodes of her podcast, Jemele Hill Is Unbothered, interviewing celebrity…

It’s once again time to assemble Adweek’s Hot List, which honors the best in TV, media, digital and tech, along with spotlighting a Media Visionary and leading creators and executives. The Hot List—which will be published Oct. 10—evolves every year to recognize emerging media trends, and 2022 is no exception. New categories this year include Hottest Measurement Company and Hottest in Sustainability. While submissions are not required for consideration, we welcome your suggestions. Please send us no more than 500 words on why your brand/outlet/show is hot by Aug. 17. For more information, the full list of categories and how to submit your entries, visit adweek.com.…

Jared Gutstadt was stressed. He had booked a retreat in Tennessee’s Smoky Mountains to record the soundtrack that would form the sonic underpinnings of Maejor Frequency, a 10-part podcast hosted by musician and producer Maejor and produced exclusively for Amazon-owned podcast juggernaut Audible. Gutstadt had to make sure the days away from his home base of Los Angeles were worth the investment in time and money. Maejor, a multiplatinum music producer for artists like Justin Bieber and the host and cocreator of the titular podcast, had a different approach: Slow down and listen to the rain, which he decided to use as part of the sonic backdrop. “When I got there, I was all panicked,” said Gutstadt, CEO and founder of Audio Up Media, the production company behind Maejor Frequency.…

IN THE FIRST WEEK of February 2019, R&B singer-songwriter H.E.R. was rushing to get ready for her set at the 61st annual Grammy Awards. Her purple rhinestone jumpsuit was all picked out, but Gabriella Wilson (H.E.R.’s given name) wanted to kick things up a notch. “Me and my stylist decided that the guitar had to complement the outfit,” she said in a subsequent interview with Guitar Center. “What better way to see it than to have a transparent guitar?” Specifically, a transparent Fender Stratocaster. Perhaps that qualifier needn’t even be mentioned. After all, in the pantheon of electric guitars, there is none more famous than the Strat. The list of musicians who have played one is a who’s who of guitar gods. Strat icons include Eric Clapton, Jimi Hendrix, Nile…

Long before he became chief marketing officer of radio and podcast network Audacy, Paul Suchman was torn between two worlds: a major in integrated marketing at the University of Southern California and a minor in ocean sciences driven by a fascination with sharks. Deep down, his plan was to graduate, attend the Scripps Institution of Oceanography in San Diego and become an oceanographer. After graduating, Suchman took what was supposed to be a three-month surfing trip to Australia. That journey transformed into an 18-month stay in the Land Down Under. When he returned home, his parents told him he needed to find work. Facing a fork in the road between careers in oceanography and advertising, Suchman went with the latter. “I wasn’t built for Wall Street,” he said. “The thing that…

More than 50 million people consider themselves creators. That’s a lot of potential content partners for the 40% of marketers who plan to invest over half of their social media budgets on partnering with creators in the next six months. That number comes from social media management platform Sprout Social, which surveyed 516 U.S. marketers to get a better idea of how brands and agencies are engaging with the growing creator economy. Marketers have many reasons for working with creators, the most common being boosting audience engagement (62%) and reaching new customers (60%), even ahead of driving revenue (42%). “Working with creators will only become more important for brands,” said Jamie Gilpin, CMO of Sprout Social. “The data is further proof of the power of social—it is more than a…

If you were of shopping age in the 1990s, you might remember a singular feature of the Virgin Megastore: the long line of dangling headphones that let visitors listen to new releases before deciding whether it was worth dropping 20 bucks on a CD. If that experiential doodad feels quaint today, consider that the 1950s precursor to the listening station was the soundproof listening booth, where you could give a whole LP a listen before buying it. (Or not.) In fact, that was one of its biggest problems. Listening booths became haunts for teens looking to spend time but not money. And the practice, which later became known as “showrooming,” happened in Virgin Megastores, too. People would listen to a record in one store then buy it cheaper somewhere else.…