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Delicate Dance Marketers Struggle to Balance Fear and Cheer in Holiday Ads Important to Important People Digital Edition November 23, 2020 Delicate dance Marketers struggle to balance fear and cheer in holiday ads In this issue November 23, 2020 HOLIDAY BALANCING ACT Marketers are challenged with appearing joyful, but not tone-deaf, in ads for the holidays and beyond. THE WEEK AHEAD: NOVEMBER 23-27, 2020 A look at some of the happenings over the next five days of interest to marketers, agencies and media players. TRENDING Hot topics in the world of marketing, including Macy’s and its scaled- back parade, Burberry’s “Singin’ in the Rain” remake and “ranch water”—the next big thing in booze? In this issue November 23, 2020 5 QUESTIONS WITH ACTIVISION BLIZZARD Chief Financial Officer Brandon Snow discusses how brands can connect with esports fans and how legalized betting represents a big opportunity for the space. KC CRAIN NAMED CEO OF CRAIN COMMUNICATIONS The Detroit-based, family-owned media company is the parent for Crain’s Detroit Business, Automotive News, Ad Age and nearly 20 other trade and business titles. POLITICAL AD SPEND HIT A WHOPPING $8.5 BILLION But the correlation between spending and winning isn’t so clear. INDIES ON THE RISE Brands increasingly seek small shops and their ‘nimble’ models in the pandemic. AKQA-GREY MERGER SPARKS UPROAR, ‘UPSETS’ P&G Chief Brand Officer Marc Pritchard demanded reassurance the Grey brand won’t be completely retired. How to contact Ad Age Email: [email protected]. See our masthead at AdAge.com/masthead to Contents copyright 2020 by Crain Communications Inc. All rights reserved. contact specific editors and reporters. For subscription information and delivery concerns, please email Published by Crain Communications Inc. at 150 N. Michigan Ave, Chicago, IL 60601-3806. [email protected] or call Periodicals postage paid at Chicago and additional mailing offices. Send address changes to Ad (877) 320-1721 (in the U.S. and Canada) Age, Audience Development Department, 1155 Gratiot Avenue, Detroit, Mich. 48207-2912. $4.99 a or (313) 446-0450 (all other locations). copy, $109 a year in the U.S. In Canada: $5.00 a copy, $239 per year, includes GST. Mexico $239, All other countries $429, includes a one-year subscription and expedited air delivery. ‘‘Canadian Post Advertising: (212) 210-0139. International Publications Mail Product (Canadian Distribution) Sales Agreement No. 40012850’’ Classified: (800) 248-1299. GST #136760444. Canadian return address: 4960-2 Walker Road, Windsor, ON N9A6J3. Library services: (313) 446-6000. Printed in U.S.A. Four weeks’ notice required for change of address. Address all subscription News offices: New York: (212) 210-0100, Chicago: correspondence to Audience Development Department, Ad Age, 1155 Gratiot Avenue, Detroit, (312) 649-5200, London: +44 (0) 794-123-7761. Mich. 48207-2912 (1-877-320-1721). Microfi lm copies are available from ProQuest, 800-521-0600 For reprints, email Laura Picariello at or www.proquest.com. Ad Age is available for electronic retrieval on the NEXIS® Service [email protected], or call (732) 723-0569. (800-227-4908) and Dow Jones & Co. (800-522-3567). News Will Skippy spread the smiles? The Week Ahead: November 23-27, 2020 Nov. 23 Urban Outfitters’ Urban Outfitters, whose holdings include the namesake “Fantasia” collection. retail brand and Anthropologie, reports earnings. The Urban Images via iStock; Outfitters brand just struck a deal with Disney for an apparel composite by collection marking the 80th anniversary of “Fantasia.” Ad Age Nov. 24 Hormel Foods posts fiscal fourth-quarter results, which should provide a good update on pandemic staples including News Thanksgiving to go THE WEEK AHEAD: NOV. 23-27 Skippy peanut butter and the supply of Jennie-O turkeys leading up to Thanksgiving. Nov. 25 The Conference Board releases its U.S. Consumer Confidence Index, providing a read on the mindset of shoppers heading into a key stretch of the holiday season. The college basketball season begins—and like all Black Friday sports in 2020, it won’t look the same as usual, will also look with few fans in attendance and teams dealing different this with sporadic COVID outbreaks. March Madness year, as many is still on, but the NCAA is planning to stage the entire tourney in Indianapolis. stores opt for earlier sales Nov. 26 and online It’s Thanksgiving! The holiday will look a lot different this year as people limit travel and seeing promotions. others on a day that’s often about overstuffed celebration, from the size of the turkey to the size of the gathering. Restaurants and retailers are offering more to- go options, including meals for smaller groups. Zoom is helping out those who can’t be together by lifting the 40-minute time limit on its free video chats all day through 6 a.m. ET Friday, ensuring there’s enough time to teach less tech-savvy family members how to see the whole crowd in gallery view and still have time to dine together. Another big shift this year due to COVID-19: The Macy’s Thanksgiving Day Parade is still happening, but doesn’t include marching through the streets of Manhattan. News Holiday of the past THE WEEK AHEAD: NOV. 23-27 Nov. 27 The day after Thanksgiving, traditionally known as Black Friday, will also look different this year as many stores opt for earlier sales and online promotions to spread out the season and avoid in-store crowds during the pandemic. Many retail experts expect the change to have lasting appeal as Black Friday becomes a shopping holiday of the past. Bloomberg LP MORE READING Anti-smoking ad czar Nielsen unveils new Ad Age Amp Holiday Phil Graham on how measurement system Gift Guide 2020 to market a COVID-19 for a cookieless future By Ad Age vaccine By Mike Juang By Ethan Jakob Craft Return to Table of Contents News High-profile win Trending Complied by E.J. Schultz In this Oscar A quick look at hot topics in the marketing, media and Mayer com- mercial, a girl agency industries. For more on these and other trending stories, prefers her hot dog with visit AdAge.com peanut butter. Photo Winner courtesy of Oscar Mayer Johannes Leonardo plucked Oscar Mayer from Dentsu via YouTube McGarryBowen, giving the shop a high-profile brand from Kraft Heinz that is known for fun marketing, especially for its bacon. The win marks another victory for independent agencies, which are on quite a roll this year. News Passing on parade TRENDING Loser While some retail brands like Kohl’s have shown signs of recovery, Macy’s is still struggling. The department store chain reported a 21% decline in same-store sales for the third quarter. Though digital sales were up 27% in the period, net sales fell 23% to $4 billion. Meanwhile, COVID has put a damper on one of the retailer’s most-high profile marketing events of the year, the Macy’s Thanksgiving Day Parade, which has been significantly scaled back. Popular Who knew “Singin’ in the Rain” would play so well in 2020? This post on Burberry’s ad that puts a modern spin on the tune was among the most read Ad Age stories for the second week in a row. Also drawing a lot of eyeballs was a post on brands co-opting Twitter’s “this claim has been disputed” warning flag. What is not disputed is that The Burberry story was brands will jump in nearly anything on social media if it gets most popular two weeks in them some cheap views. a row. Courtesy Back at the ranch Burberry The next big thing in booze could be “ranch water”—so says beer trade pub Beer Business Daily, which describes it as the “next big seltzer trend.” The drinks, which are essentially tequila/agave-themed seltzers, are rooted in a popular cocktail in Texas that combines Topo Chico, tequila and lime, according News ‘Ask the Doggfather’ TRENDING to the publication, which reports that Tweet of the week Anheuser-Busch InBev is seizingTweet treatment on Tweet treatment Tweet treatment Tweet treatment Text and image Jon Erlichman Text and image Text and image Text and image the trend with Ranch Water Hardor video @JonErlichman or video or video or video When creating a Tweet, always use When creating a Tweet, always use When creating a Tweet, always use When creating a Tweet, always use Helvetica Neue Bold for the display Helvetica Neue Bold for the display Helvetica Neue Bold for the display Helvetica Neue Bold for the display name, the Tweet itself, and timestamp, name, the Tweet itself, and timestamp, name, the Tweet itself, and timestamp, name, the Tweet itself, and timestamp, and Regular for the username to match and Regular for the username to match and Regular for the username to match and Regular for the username to match Seltzer from its Houston-based Karbach Stay-at-home stock T the Twitter product. Only use our logo the Twitter product. Only use our logo the Twitter product. Only use our logo the Twitter product. Only use our logo in blue or white. in blue or white. Twitter in blue or white. Twitter in blue or white. Twitter gains this year: @Twitter @Twitter T @Twitter Brewing Co. brand. For more details check out our For more details check out our For more details check out our For more details check out our Brand Guidelines. Brand Guidelines. Brand Guidelines. Brand Guidelines. T Zoom: +549% T Save a seat for Snoop Peloton: +292% This is a Tweet example. And Lorem ipsum dolor sit amet, and This is a Tweet example. #Hashtag Etsy: +223% consectetur adipiscing elit.
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