March 8, 2021

The Business of Brands

ABOUT FACE Inside Facebook’s eff ort to clean up the News Feed Why the social network’s new advertising experiment is one of its biggest and what took so long CMO STRATEGY By Garett Sloane Facebook is slowly moving for- Creativity is fueling food delivery ward with a brand safety test that advertisers say will have brand battles through the pandemic Page 6 drastic implications for the fu- ture of content and ad delivery in its most highly traffi cked real DIGITAL NEWS to compete for table scraps in estate—News Feed. the ad market. If all goes as planned it would How Google’s Google drew a line in the give brands unprecedented sand, explicitly saying it would control over where ads appear in tracking snub will steer away from personalized News Feed, until now considered upend industry advertising technology that has one of the most chaotic environ- been the backbone of the in- Search giant’s ments in digital marketing. ternet ad industry for decades. announcement Facebook has revealed only While some see this as a win could shut out other the most basic details of the for consumers and privacy, for ad tech players test, in which participating others it’s just another way for advertisers will have “topic ex- By Mike Juang Google to gain even more power. clusion tools” to avoid appear- and Garett Sloane “People are a little shocked ing next to subjects like “crime at how defi nitive [Google has] and tragedy.” The advertising industry is become for their vision of the “They’ll enable advertis- gripped with fear over new future,” says Andrew Frank, ers to avoid things like social moves from Google that could research VP at Gartner, a issues, news and politics, crime CMO STRATEGY minimize or even cut out research fi rm. He says Google’s and tragedy, and I think there other ad tech players from the outsize infl uence (and revenue) will be a few other categories as market. Last week, the search in the advertising industry well,” says one agency execu- giant announced a new policy could squeeze ad tech players tive, who spoke on condition of Spring position to restrict personal- building their own solution. anonymity. ized advertising online, which “Google’s scale is so gigantical- There’s also a question could cement Google’s ad ly enormous that barring some of whether a brand could tracking system as the industry major [government] interven- avoid posts in which the main is the new standard, forcing other players tion, whatever Google does message appears to be in it’s not going to be engineered accordance with its tastes and to diminish its revenue from sensibilities, but a single com- advertising,” says Frank. ment within that post broaches Christmas Google is of course the larg- a taboo subject. Brands prep for the return of est internet ad company in the Part of the equation: Face- world, reporting fourth quarter book needs to take into account Roaring ’20s consumerism ad revenue of $46.20 billion. It the privacy of users when Page 10 has an extensive empire that Continued on page 4 Continued on page 3

Upping the cool Turnaround CMOs should factor for chess specialist rewrite the script ‘Queen’s Gambit’ Mint Mobile’s As marketing Golden Globe Aron North says becomes more awards give the embracing fear complex, they game another pop is key to creating need a more culture bounce. viral moments. defi ned mission. Page 5 Page 8 Page 18 Featured session Joining the speaker lineup for Ad Age Next is award- winning chef and restaurateur Marcus Samuelsson and NextAudible VP of Urban Innovation Aisha Glover. What’s next for Samuelsson and Glover will discuss their initiatives to help alleviate hunger during the pandemic, and o“ er a Nextrestaurants? glimpse of what’s in store for the restaurant industry. See the full speaker preview and purchase your ticket at AdAge.com/nextfood.

Aisha Marcus Glover Samuelsson VP of Urban Innovation, Chef and Restaurateur Audible

NextMarch 23 from Get tickets at Ad Age Next: 11 00 a.m. - 4 00 p.m. EST AdAge.com/nextfood NextFood & Beverage #AdAgeNext

Co-presenting sponsors

Supporting sponsor DIGITAL NEWS “We’ve been planning for cookie like how companies operate on mul- THE WEEK AHEAD deprecation for years now,” says Scott tiple clouds,” Halvorson says. “You’re How Google’s Hagedorn, CEO of Omnicom Media going to see advertisers who have a Group, North America. “We’ve been dominant solution but have to work tracking snub will future-proofing our strategy for 10 with different ones.” upend industry years.” Avocados From Mexico has been Publishers with direct relation- building its first-party data the past Continued from page 1 ships to consumers will be one of the few years and is prioritizing media March 8 ranges from Android phones to You- beneficiaries in the future of internet partners that allow them to activate its Today is International Women’s Tube, the Chrome web browser and advertising, says Andrew Casale, pres- first-party data IDs into their plat- Day. It has been observed since more. Its dominant market position ident and CEO of Index Exchange, an forms. “Those that allow us to do that the early 1900s, first declared by the Socialist Party of America. means its policies can affect the whole ad marketplace. Google’s move “raises become our preferred partners and In recent years, brands have industry. the value of publisher first-party data our list includes Google, Facebook and seized on it in an attempt to “If there was any doubt before that much more,” Casale says. “That’s Viant among a few others,” says Ivonne present themselves as champions of female empowerment. This today, it is crystal clear from this effectively the strategy Google will Kinser, head of digital marketing and year, dozens, if not hundreds, of announcement that Google main- use too, and that’s a positive event for e-commerce at Avocados From Mexico. brands are expected to roll out tains its stranglehold on the future of all premium pubs that have the best “On the one side where I see the sil- female-themed marketing today. [marketing technology]. It is difficult first-party data.” ver line for us (and for companies like to foresee how this announcement For the ad tech industry, though, ours that own their first-party data) March 9 Dick’s Sporting Goods reports won’t immediately impact plans that Google’s move directly snubs Unified is that now we will be able to add our fourth-quarter earnings. The are already being put into practice, as ID 2.0, an industry-wide initiative first-party data clusters to the FLoC retailer has been highlighting its marketers prepare for a post-cookie that has attracted a number of ad tech cohorts or interest groups and get the e-commerce prowess during the pandemic as it adds more digital digital universe,” says one media companies and publishers. Unified ID best of both words,” Kinser says. “On capabilities. executive at a major advertiser. 2.0 sought to create a cookie alterna- the other side, we’ll no longer have the The industry is moving away from tive that could compete with Google. option to A/B test our campaigns to March 10 Build-A-Bear reports “third-party cookies,” files that web- Ad tech players like The Trade Desk, compare the performance of our first fourth-quarter earnings. As a sites save on user web browsers to help Prebid, Criteo, LiveRamp, Magnite, party audiences against the platforms’ retailer known for providing an identify the same user across websites and publishers like The Washington audiences based on the demographic in-store experience, the brand has had to reinvent itself during and serve up targeted ads. Cookies Post announced support or contribu- profile of our target.” COVID-19 with Facebook Live have fallen out of vogue in the wake of tions to Unified ID 2.0. AT&T’s Xandr Kinser sees a near future where events and new partnerships. a privacy backlash as more consumers and FuboTV recently said they would brands return to the pre-programmat- Roblox, the gaming platform, will and governments take privacy more support the technology. ic age, “where we will need to consider hold one of the most-anticipated seriously. This has forced the ad indus- Last week, The Trade Desk accused building, re-building or strengthening public stock offerings of the try, dependent on lucrative ad target- Google of seeking a monopoly on our relationships with partners with year today. Roblox is one of the breakout hits in video games, like ing, to scramble for a replacement that targeted advertising. “They want to endemic environments that can offer “Fortnite” and “Minecraft,” with does not rely on cookie technology and be the only one to provide targeted ad- second-party data alternatives. For 32.6 million daily users. provides more privacy. Google’s an- vertising and they’ll base it on their 2 example, the Merediths of the world.” March 11 nouncement this week makes clear it billion-ish email-based logins (some- Ad tech companies remain reso- The World Health Organization will ditch highly personalized targeting thing they don’t want others to do),” lute on creating an alternative to the officially declared COVID-19 as tools, like ones that rely on personal The Trade Desk said in a statement. third-party cookie—with or without a pandemic one year ago today, when there were 118,000 cases in email addresses—an alternative way “It’s almost as if Google wants fewer Google’s help. “The design never 114 countries, with 4,291 deaths. marketers can target people. cars on the road: The world will be assumed any of the big giants would Over 12 months, cases have risen If Google reinforces its own eco- safer; we’ll keep our Ferrari; and with be on board initially,” says Index to more than 115 million with more than 2.5 million deaths. system and does not “play well” with proposals such as FLoC, everyone else Exchange’s Casale. “Google was never other ad tech companies developing can have a bicycle.” Google’s FLoC, involved in [Unified ID 2.0], so this March 8-12 is IAB’s annual new ways of ad targeting, it could cut or Federated Learning of Cohorts, is doesn’t change anything.” leadership meeting, iab.alm 2021. The Interactive Advertising those companies off from Google’s a potential cookie replacement that The importance of first-party data Bureau will discuss all the issues ad platform, rendering their tools creates aggregate sets of users based has created an undercurrent of para- confronting the digital ad market, useless. Apple demonstrated how a on their browsing habits that can be noia in the industry. Critics say that and Facebook Chief Operating Officer Sheryl Sandberg is slated hardline stance can disrupt the ad targeted for ads. Google’s go-it-alone approach raises to talk at 11:45 a.m. on Thursday. industry with its movement to ban Brands say there is room in the flags, but there are also concerns that March 13-14 internet-tracking on Safari and more market for multiple ad targeting other players might not take privacy The 63rd Annual Grammy Awards stringent controls on IDFA—Apple’s products. “If anyone thought we were into account with their next-level IDs. telecast is tonight at 8 p.m. ET on Identifier for Advertisers. For those going to get to one [identity] graph, “People are suspicious about other CBS. Trevor Noah hosts. concerned about privacy, these have that’s optimistic,” says Jonathan Hal- approaches, and [also] how much this March Madness officially begins been welcome changes that lockdown vorson, VP of consumer experience will reinforce Google’s scale and scope with Selection Sunday, when the consumer data, but for online adver- for Mondeléz. Advertising will involve advantages,” Gartner’s Frank says. tournament bracket is revealed tisers it means businesses must adapt. multiple solutions in the future, “just Contributing: E.J. Schultz on CBS.

INSIDE THIS ISSUE Brands get real What Biggie Smalls Jay-Z hits hypocrisy on bodily functions can teach marketers of weed legislation The trend of marketers Examining the Outdoor and mobile ads serving up the marketing legacy of in L.A., Chicago and New unvarnished truth the iconic rapper as a York feature individuals about bodily functions documentary on his life charged for cannabis- shows no signs of premieres on Netflix. related offenses. slowing.

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The Business of Brands 3 DIGITAL NEWS Inside Facebook’s effort to clean up the News Feed

Continued from page 1 determining how much it can reveal to brands about context on the social network. “It will include [user-generated content], which is what the major push from GARM and obviously us as part of our media responsibility index has been focused on, UGC adjacency rather than news content,” says Elijah Harris, senior VP and global head of social at Reprise, an IPG Mediabrands agency. GARM is the Global Alliance for Responsible Media, a group within the World Federation of Advertisers, which has been working with Face- Facebook is giving more information lately about how it ranks content in News Feed. book, Google, Twitter and others on hate speech and brand safety measures that could apply to the whole industry. are served content tailored to their product team has argued that it didn’t first Community Standards Enforce- Advertising executives say that political interests, even if others matter what content appeared above ment Report, which outlines how if they can truly control where ads might find their choice of social media or below an ad, but recent events many posts it removes for violating its appear, accounting for the context consumption objectionable. made that position untenable, accord- rules around adult content, violence, of the messages above and below Facebook had about $85 billion in ing to the senior agency executive. hate speech, drugs and other hot- their own sponsored posts, then that ad revenue in 2020, and no amount button subjects. will influence how they bid on ads in of backlash from advertisers over So, what changed? That report has been one of Face- the auction and the value of certain objectionable content has seemed to Last year, Facebook was the target of book’s go-to defenses for any brand inventory. It even has ramifications hurt its bottom line. That’s why some an ad boycott organized by civil rights that questioned its commitment to for the Facebook algorithm, which is advertisers were initially surprised groups, including the NAACP and safety. The latest report from Feb- the secret formula that decides what that Facebook even agreed to the Anti-Defamation League. The groups ruary, which covered Facebook and content goes where in News Feed. News Feed test given the enormity called on brands to stop spending on Instagram, shows that Facebook’s Also, advertising partners say of the challenge; Facebook has 1.85 the social network in July to protest automated tools catch 97.1% of what that Facebook’s commitment to this billion daily users. hate speech and misinformation. The the company considers hate speech program represents a sea change “If you’re Facebook, you know civil rights groups were concerned before it even gets seen. Facebook in its thinking. After years in which your algorithm of what goes where about the charged political atmosphere also claims the prevalence of hate Facebook’s teams insisted that con- and where ads go, that’s your license on Facebook and other platforms that speech on the platform falls between text does not matter for advertising to print money,” says an ad tech CEO could, and ultimately did, contribute .07% and .08% of posts, that is 7 or in News Feed, there is now a growing who works with platforms on brand to violence in the U.S. The boycotters 8 out of every 10,000 posts, a low understanding that it absolutely does. safety challenges. “When you throw wanted to shine a light on how hate enough frequency that brands would Brands are pushing for the most context into that mix, it’s going to groups were organizing on social me- have little to worry about. robust set of brand safety tools pos- make it more complicated.” dia. More than 1,000 brands ultimately When one starts to add up the sible, not only looking to avoid links Facebook’s News Feed has billions joined the Facebook boycott. amount of posts on Facebook, to news stories, but also to avoid of- of posts flying around, much of them Verizon, Bayer, CVS Health, though, it’s clear how challenging it fensive user-generated content. UGC generated by the billions of users, and Dunkin’ Brands, Kimberly Clark Corp., would also be to make sure that any makes up a bulk of Facebook posts every link, meme, image, video and Mars Inc., PepsiCo and other major brand that wants to could control and is considered the toughest nut to comment is hard to police. corporations joined the protest, but where it appears. crack if brands will have topic exclu- “It’s a huge engineering effort, it did not dent Facebook’s ad revenue. Tatenda Musapatike, a former sion guards that apply to them too. right? Because they are talking about The company was not keen to bow to Facebook staffer who leads ad cam- making fundamental changes to how outside pressure. paigns for progressive digital non- Fixing the feed the ads delivery system works, and Ad partners and others say that profit ACRONYM, says that Facebook There are signs that Facebook already that’s spread across billions of users, Facebook did bend, though. In June, clearly has its work cut out for it, but is willing to make substantial changes all different kinds of devices,” an Reprise’s Harris was one of the first that it also has the ability to implement to News Feed, too. In February, Face- executive at a top ad agency says. ad agency leaders to publicly rebuke stronger safety measures. book said it would experiment with It could also result in the inflation Facebook over how it handled political “They have a beast, and if you’re showing fewer political posts in Can- of ad prices for inventory around con- and offensive speech. going to have this really powerful com- ada, Brazil and Indonesia. Facebook’s tent that is typically deemed safe and “I think we heard for a while that munication method and make money critics have contended that it drives depress prices on real estate around Facebook does not respond to industry off it, you need to do everything in your people to political extremes, but Face- more taboo topics, the exec says: “We pressure,” Harris says. “But I think power to make it safe,” Musapatike book has argued that its algorithm don’t know yet what the impact on the events over the past three to six says. “I think it’s clear from all the an- optimizes only for what people want. processes are going to be or [on] bid months show that they actually do.” nouncements that they’re making that If that’s sensational political views, density in the ad auction.” they have not been actually prioritiz- then that’s what they get. Advertisers say that there was How big is the problem? ing safety. Otherwise this would have Until now, it has been a lucrative a “tug-of-war” within Facebook’s Facebook has been taking steps for been done already.” arrangement for Facebook, as people product team and the team that years to improve its monitoring. In

tend to be more engaged when they works with agencies and brands. The 2018, the social network delivered its FACEBOOK

4 Ad Age March 8, 2021 CMO STRATEGY ‘Queen’s Gambit’ ups cool factor for chess—and sales The show took two home Golden Globe awards, giving the game another pop culture bounce By Ilyse Liffreing

Anya Taylor-Joy, at right, received the Golden Globe award for best actress for her performance as chess prodigy Beth Harmon.

Last week, Netflix’s series “The forms, chess has become a hot topic. the show. Have I seen it and what I United States,” where VisitLEX has Queen’s Gambit” took home both On Twitch, users watched 22 million think about it?” Yes, he says, he finally also devised a guide for chess tourists Golden Globes it was nominated for— hours of chess streams in February, saw the show and enjoyed it. who want to visit some of the sites best limited series and best actress a record and a large boost from the Chess.com, one of the major from the show. In December, Kimpton (Anya Taylor-Joy as Beth Harmon) in 4.3 million hours the platform saw in online chess platforms where anyone Hotels started to offer “Queen’s Gam- an anthology series or motion picture October. Creators on TikTok practice can sign up to play chess virtually, bit”-inspired cocktails and a chess- made for television. Netflix congratu- “Queen’s Gambit” escapism with has seen a massive increase in mem- board lending program. lated the star on Twitter. videos displaying outfits they would bers since the pandemic began and The praise is well-founded. The wear on the show. And on Instagram, continues to reel in new members Not for every brand show continues to be a winner for the creators continue to share drawings since Netflix’s “The Queen’s Gam- Micael Lonergan, strategy analyst at chess industry, which is still riding and their best Harmon poses. bit” charmed the game for newbies. brand experience agency Siegel+Gale, a popularity wave more than four Fabiano Caruana, the top-ranked Last March, at the beginning of the says despite the new demand around months after the series debuted. chess player in the U.S. who became pandemic, Chess.com saw 1.5 million playing chess, it’s still not an avenue In November, a month after “The a grandmaster at the age of 14, says visitors a day. A year later, it’s seeing for every brand, which could be why Queen’s Gambit” came out, Netflix he has seen a higher level of interest more than 5 million visitors a day. It we haven’t yet seen a Pepsi-sponsored revealed that 62 million households to sponsor or partner with him for has 57 million registered users, up Grandmaster tribute or branded streamed the show, making it the big- upcoming brand campaigns since the from 20 million in 2017. To capitalize luxury chess boards. “Much like chess gest limited scripted series ever. TV show debuted. Intel, which has on the newfound interest, Chess.com itself, ‘The Queen’s Gambit’ trend The influence of the seven-episode a long history of involvement in the worked with Netflix to create game is somewhat niche; there is a small miniseries—which follows the rise of game, recently announced that it will engines that simulated Harmon’s space for effective execution and not orphan chess prodigy Beth Harmon be Caruana’s exclusive technology gameplay. On top of that, the site put everyone is equipped to deliver,” she as she takes on the male-dominat- sponsor through the 2021 Candidates together a review of the show’s chess says. “It is the brands that can authen- ed chess industry of the 1950s and Tournament and 2021 Championship terms, history and even the mistakes tically offer escapist experiences that ’60s—continues to be seen in sales of Tournament. As part of the spon- that slipped through. are rightly positioned to capitalize on chess sets, social media posts, a boom sorship, Intel is funding Caruana’s Mike Klein, director of content at crazes like this one.” in online chess players and streamers technology needs and the chess star Chess.com and chief chess officer of Nevertheless, several brands and through subtle appearances in will participate in marketing, includ- the company’s kids-focused Chess- have managed to ride the upswing of brand campaigns and sponsorships. ing wearing Intel’s logo at all events Kid.com site, points to a number of chess’ popularity with campaigns that The world’s top chess players are also and tournaments. Caruana also just partnerships the site has seen since reference or revolve around the game, seeing more interest from companies signed a deal with an undisclosed the Netflix drama captured audiences. according to TV analytics platform and brands. company for a new brand campaign The band Phish organized an online iSpot.tv. Chanel, for instance, started Also, chess searches on Amazon soon to be revealed. chess game where onlookers could and stopped its “Chess” spot featuring are still performing at a higher rate vote on the moves while webcasting Keira Knightley before “The Queen’s than at this point last year, according Accelerated demand one of Phish’s shows at Madison Gambit” aired and then resumed the to e-commerce performance analyt- Along with “The Queen’s Gambit,” Square Garden. Belt and wallet maker campaign from December to January. ics platform Profitero. Searches for Caruana credits the surge in online Grip6 sponsored its PogChamps tour- The spot has received 682 million “chess set” were 214% higher in the chess players over the past year for nament where YouTube star MrBeast, impressions from TV. week ending Feb. 20 compared with the game’s lift in popularity. While Twitch streamer Pokimane and Rainn Hennessy also launched a cam- the year prior. In October, the search a lot of chess sites and players have Wilson, best known as Dwight Schrute paign about the first Black grand- rank for “chess set” skyrocketed by been building the game’s online in NBC’s “The Office,” battled in an master, Maurice Ashley, a month- 857% on Amazon and continued to presence over the past decade or so, online game of chess. and-a-half before the show started be up by 364% in the month after the the pandemic brought in-person chess Chess is also popping up in a and has continued running it. Three show first streamed on Netflix. Chess tournaments to a standstill and accel- number of non-digital experiential spots have generated more than 300 sets also continue to see increases in erated the demand. campaigns. In Lexington, Kentucky, million impressions from TV. Mich- rank on Amazon. For the first time “It all kind of came together this the hometown of the show’s pro- elob Ultra’s Super Bowl campaign, since the show came out, a chess year for chess to take off in an online tagonist, the city’s tourism booster “Happy,” features Los Angeles Lakers set broke into Amazon’s top 25 toys world,” says Caruana. “People started VisitLEX designed a period-appropri- star Anthony Davis playing chess be- category in January and February, to get interested because they were ate room, dubbed “The Beth Harmon cause it’s one of his passions outside according to Profitero. exposed to this mainstream show. Room,” complete with a ceiling of the basketball court, according to When I meet people for the first time chessboard from Harmon’s hallucina- a brand spokesperson. That ad has A hot topic and they find out I’m a chess player, tions, in the city’s 21c Museum Hotel generated 85 million impressions

NETFLIX On social media and gaming plat- their first questions are often about to lure fans to the “chess capital of the from TV.

The Business of Brands 5 CMO STRATEGY DoorDash’s and Uber Eats’ Super Bowl ad bets are paying off, Creativity fueling according to an Ad Age-Harris Poll By Ann-Christine Diaz food delivery battles and Jessica Wohl

Glitzy marketing represents a new front in the food delivery war as brands battle to win the attention of at-home eaters.

During the Super Bowl this year, two (which Uber Eats bought in Decem- The investments in marketing and at least once a week, as do 38% of those of the biggest brand rivals, Coca-Cola ber) made its own National Football creativity came at a prime time. Usage who recalled seeing the Uber Eats Su- and Pepsi, opted out of running ads, League play by enlisting Jerry Rice to of third-party food delivery services per Bowl spot. Among the total group the first time in two decades both de- catch a flying burrito in a campaign has grown during the pandemic. surveyed, just 28% order from such cided not to appear. But competition running on digital. According to a new Ad Age-Harris Poll services at least once a week. (The poll did heat up in a different category, The Super Bowl appearances survey, 66% of consumers said they surveyed 1,074 U.S. adults.) with food delivery platforms Door- are a culmination of what’s been an order from such services, up from Uber Eats appears to be winning Dash and Uber Eats both making their outpouring of creative brand building 41% having ordered from one of the the most awareness from its Super Big Game debut with spots featuring from the category over the last year, apps before the pandemic. Still, 71% Bowl campaign, variations of which high-profile celebrities. largely fueled by the coronavirus of consumers say they order from continued to get TV airplay through- The glitzy marketing represents a pandemic. restaurants directly. out February, according to ad-tracker new front in the food delivery war as “For a lot of people, online food Both Super Bowl spots were gener- iSpot.TV. The Ad Age-Harris Poll the brands battle to win—and keep— delivery has gone from being a bit of ally well received by ad viewers. In the survey showed 43% of respondents the attention of at-home eaters, a task a novelty or an occasional treat to a USA Today Ad Meter, DoorDash’s spot reporting they’d seen the Wayne’s that might become more challenging core service for daily life during the ranked 11th out of 57, while Uber Eats’ World-themed spot from Uber Eats, as the pandemic eases and more away- pandemic,” says DyShaun Muham- spot came in 21st. while just 32% recalled seeing the from-home dining options return. mad, global head of brand marketing And the Big Game ads appear to Sesame Street-themed spot from DoorDash made its Super Bowl for Uber Eats at Uber Technologies. still be paying off. The Ad Age-Har- DoorDash. premiere with the help of Daveed “This has encouraged brands in our ris Poll survey was conducted Feb. In the long term, Muhammad says Diggs and the Muppets of “Sesame space to go beyond simply educating 26-March 1 (about three weeks after that in building the Uber Eats brand, Street,” while Uber Eats turned to consumers about the category, to the Super Bowl) and found that 43% of creativity has made a difference. The “Saturday Night Live” legends Wayne focus more on building salience. Doing U.S. adults who recalled seeing Door- company’s “Tonight I’ll Be Eating” and Garth from “Wayne’s World” to so—and breaking through—demands Dash’s Super Bowl spot said they order campaign, which features humorous

star in its ad. Meanwhile, Postmates creativity.” food from third-party apps or services ads starring unexpected celebrity AND UBER EATS TIKTOK POSTMATES, POPEYES, DOORDASH,

6 Ad Age March 8, 2021 pairings, has been running for three beneficiaries for the Restaurant Em- years, starting in the Asia-Pacific ployee Relief Fund. region and more recently branching DoorDash, in a letter to investors, out to the U.S. last year with the debut touted the flexibility its “Dashers” of the Star Wars and Star Trek- have, pointing out that most worked inspired showdown starring Sir Pat- an average of fewer than 10 hours per rick Stewart and Mark Hamill. week in 2020, with the vast majority “We have been pleased to see that having other jobs, schooling or other in most countries where we have commitments. placed a sustained focus on more breakthrough creative, we have been Post-pandemic able to either improve our category The unknown for all delivery pro- position or sustain our leadership in viders is what happens when more the face of heavy competitive spend,” restaurants reopen. Muhammad says. “We believe that The Ad Age-Harris Poll found that investing in strong creative and after the pandemic ends, 49% of U.S. highlighting it for a sustained period adults plan a mix of ordering food for of time yields the results we’re look- This analysis was performed on more than 2 million transactions. delivery and eating at restaurants, DoorDash includes Caviar; Uber Eats includes Postmates; Grubhub includes Seamless, Yelp, Eat24 and ing for.” Tapingo. “Other” is made up of NeighborFavor, WaitrApp, Delivery Dudes, Bite Squad, Eat Street, Food Dudes while just 16% said they plan to only Delivery, Mealeo, Zifty, delivery.com, Ritual and BeyondMenu. eat restaurant food if they can order it Note: Due to rounding, numbers might not add to 100%. Doing their part Source: Edison Trends, Third-Party Food Transaction Share 02/19/21 Final for home delivery. An ongoing theme of late in the Dining rooms are starting to platforms’ marketing has been how reopen in some areas, or to expand brands have been helping to give back cord, The Martin Agency, was a play- Share gains the number of diners allowed. Last to local partners and the community. ful multimedia campaign highlighting Even before the Super Bowl, the week, Chicago raised its indoor dining “The pandemic has changed the diversity of foods on offer through industry saw exponential growth as capacity to 50% and Texas allowed its nearly every aspect of our marketing,” the service. But in 2020, the brand’s people who were home more often restaurants to fully reopen. says Kevin Byrd, creative director of messages took a decidedly commu- opted to have restaurant meals deliv- Delivery businesses, meanwhile, Postmates at Uber. Last February, the nity-focused bent. They included ered. In the fourth quarter of 2020, are expanding well beyond restau- brand halted a new campaign it had the “Open for Delivery” effort that Grubhub delivered 48% sales growth, rants. DoorDash delivers groceries launched two weeks prior, opting for debuted in March and the “Reopen while Uber Eats revenue soared 224% and items from convenience stores. messages geared toward merchant, for Delivery” program launched in and DoorDash jumped an even hefti- And Uber Eats is set to buy alcohol driver and customer safety. Postmates October, in which the brand has been er 226%. delivery brand Drizly. then debuted efforts focused on sup- helping restaurants forced to suspend DoorDash is winning the market DoorDash’s 2021 guidance includes porting local restaurants, including operations during the pandemic get share battle. It gained share in 2020 an expectation that the rollout of a Black-owned merchant collection. back into business through delivery. and finished January 2021 with 53% COVID-19 vaccines could be a head- “Postmates is generally an optimistic, The campaign kicked off with of the market, followed by Uber Eats wind to both the number of orders clever brand, but we know when it’s a documentary from The Martin with 32% and Grubhub with 13%, ac- it takes in and the average value of time to be a sincere advocate for good Agency, “Southside Magnolia,” which cording to Edison Trends data. Door- those orders. “While we have seen in the world,” Byrd says. charted how the shuttered Krazy Hog Dash’s share includes Caviar, which it many positive signals from consumers DoorDash and Uber Eats have BBQ in Chicago got back on its feet bought in 2019, and Uber Eats’ share and markets that have temporarily made similar shifts. “The last 12 with the help of DoorDash. Another includes Postmates. Grubhub includes reopened during the pandemic, we months have been incredibly chal- campaign, via We Believers, gave Seamless and a few other services. acknowledge that vaccination and full lenging for individuals and brands back to both the struggling art world But DoorDash’s share gains came reopenings could drive sharper chang- alike—we’re in a pandemic, we’ve and strapped restaurants, allowing with a price. Its stock price plunged es in consumer behavior than current seen political upheaval, and there’s patrons to bid on works by placing in trading after the company’s Feb. 25 data would predict,” DoorDash Chief been a renewed focus on racial equi- food orders on DoorDash. And in quarterly report, its first as a pub- Financial Officer Prabir Adarkar said ty,” says Uber Eats’ Muhammad. “So February, the brand debuted a $2 lic company, showed a $312 million on a Feb. 25 conference call. as marketers, this forces us to think million initiative focused on bolster- fourth-quarter loss, much wider Postmates’ Byrd views the hard about what role we want to play ing women-, immigrant- and people of than its $134 million loss in the same world opening up as yet another in this context and how we want to color-owned restaurants through the period a year earlier. The expenses brand-building opportunity. “I see show up for our consumers. For us, Main Street Strong Accelerator, giving came from investing aggressively in a lot of pent-up energy from our that has meant a focus on supporting 100 restaurateurs a $20,000 grant the business, with increased spending collective hibernation that is about to local communities and celebrating each and providing them with an in sales and marketing, research and be unleashed—dare I say a ‘roaring’ the many ways food can bring joy eight-week course to help them build development and other areas. moment is ahead? Postmates will be into our lives—all with health and their businesses. Among the business threats for the there too at that horizon to remind safety top of mind.” Grubhub, which has shown the delivery industry is rising pressure you that you should be doing that Uber Eats took the “famous animated joy of delivery during the from consumers, restaurant clients new fun thing. And yes, we’ll gladly pairs” theme from its “Tonight I’ll Be pandemic in its “Delivery Dance” and local government entities shocked say goodbye to sourdough starter and Eating” campaign to the Super Bowl campaign since November, is also by the fees charged for their services. virtual awards shows.” with a new concept— “Eat Local,” in giving back in new ways. In February, The fees and news around them could which Wayne and Garth, played by it announced the first 20 recipients of detract from any community-focused Mike Myers and Dana Carvey, encour- its $10,000 grants for drivers, and in efforts and messages the brands put aged viewers to patronize their local March it announced expanded support out, so they will need to tread careful- restaurants by ordering through Uber of women-led restaurants. Grubhub ly in how to address them. Eats, of course. The campaign later plans to show a free concert on You- “Of course we need both mer- expanded with more iterations in Tube March 26 featuring Megan Thee chants and earners to be successful which the characters gave shout-outs Stallion, Noah Cyrus and King Princess, with Uber and Uber Eats,” Muhammad to specific restaurants in a series of and viewers can scan customized QR says, noting that the company has targeted local ads. codes during the show for offers and to implemented programs to help its In the fall of 2019, DoorDash’s first spur Grubhub to donate up to $100,000 drivers and delivery “earners,” who

DOORDASH, POPEYES, POSTMATES, TIKTOK AND UBER EATS TIKTOK POSTMATES, POPEYES, DOORDASH, work from its creative agency of re- to World Central Kitchen. the brand ensured were included as

The Business of Brands 7 QUESTIONS & AD AGE Turnaround specialist Q&AA: How Mint Mobile produces ads in days or even hours CMO Aron North discusses not being afraid to make mistakes and just how much brand co-owner Ryan Reynolds is part of the creative process By Ilyse Liffreing

As a challenger brand in the wire- he calls his “PhD in marketing.” push to keep the edges sharp and have less telecommunications space, Mint “When you have no money you “We decided programs that fail. It’s OK to make Mobile faces stiff competition from have to get very creative, so that to buy a mistakes. You learn from them. giants like Verizon, T-Mobile and low- experience forced us to look at inter- cost carriers including Cricket, Boost esting ways to try to drive consumer Super Bowl That sounds like part of the fast- Mobile and Virgin Mobile. But being appeal, and it was very hard,” North commercial— turnaround, quippy ad strategy Mint smaller means it can also use its nim- says. Despite getting distribution in Mobile has going on ... to not be afraid bleness and speed to quickly lean into restaurants like Benihana’s and PF and had three to fail sometimes. cultural moments and produce ads Chang’s, it became too difficult to weeks to get Mint is a brand that plays in culture. and marketing messages that often continue its growth. No matter the We play in the now, and we are very go viral—in large part because brand setback, he says he takes the lessons everything strategic and thoughtful in what we co-owner Ryan Reynolds appears in learned and applies them to every written. It was do with the brand, but that doesn’t many of the ads, and the actor uses opportunity he gets. mean the brand doesn’t make mis- his own social platforms to promote This conversation is taken from the craziest takes. We ran an ad [at the] end of them—but also because they resonate. the podcast and has been edited for thing I’ve ever 2019 and it reached over in 2020. It Aron North, chief marketing officer brevity and clarity. was called “finger-dipping” and was at Mint Mobile, says the key to success done.” centered on people not believing you in creating viral moments and hop- Do you think every marketer should Aron North, Mint Mobile can get high-quality wireless for $15 ping on cultural conversations is em- start their own brand at some point? a month. We created an ad campaign bracing fear. On the latest episode of No, because there are other things around “that’s not right” moments Ad Age’s “Marketer’s Brief” podcast, that can get in the way. But I do like and one of them was at a dinner party North says he’s a “huge preacher” of to say to everyone who comes to the where a guest dipped his fingers into a failing because it means his team is team that I think, broadly, people are queso bowl. That’s obviously not OK in pushing boundaries needed to break afraid of failing now, and that’s a really today’s sanitary world where we have through the mold. big miss for today’s young and more to keep our distance. That ad ran and North has firsthand experience seasoned marketers. I think this fear of people could look at that as a mistake in facing fear in his professional life. failure equates into a failure of taking that we kept it going and couldn’t get Before coming to Mint Mobile, North risks, so I’m a huge preacher of “fail it down fast enough. But we learned was the director of advertising and all the time, fail fast, fail smart, fail our lesson and now we’re able to move branded content at Taco Bell and a forward.” We talk about it all the time much faster in pulling creative down. VP at ad agency Y&R. Moving from in my organization because we know if established marketing and advertis- we’re failing, that means we’re pushing Was the chunky milk Super Bowl ing giants to a brand-new startup took the boundaries of what we’re used spot also part of the ‘That’s so wrong’ gumption and ambition. Between all to. While maybe starting your own campaign? that, North started his own premium business isn’t the way to go, I think a Yeah, I saved the chunky-style milk cocktail mixer business, an experience lot of marketers need to be willing to ad because I was like, “this spot is

8 Ad Age March 8, 2021 Advertisement HOT RIGHT NOW so good, there has to be a moment around but also went viral and cuts and edits. It’s really exciting when we use it.” Well, in January started trending on Twitter. Just to work at that feverish pace and 2019, we were at CES at a buffet how beneficial is it to go viral for a with that kind of speed and trust for breakfast, and my TV company brand like Mint Mobile? in each other to bring it to life. It’s CUSTOMWHITEPAPER comes over and they’re like, “Hey, When they came back with Rick, I almost like the best agency-client AdAge.com/Fyllo_wp we can get you a Super Bowl spot.” honestly didn’t know or see how big relationship you’ve ever had, with And I was like, “The Super Bowl is in it was going to be. The interesting all the red tape removed. WHYCANNABISAUDIENCES three weeks you guys ... are you kid- thing about us as well is we don’t ARETHENEWGATEWAYTO ding me?” I texted our CEO, and at put a ton of paid behind our organ- How do you think his majority GROWTHFORBIGBRANDS breakfast we decided to buy a Super ic videos, so when you look at one stake in the brand has affected or In a 2020 survey of 5,000 Bowl commercial—and had three of our releases, you’ll see they get improved the brand’s voice? cannabis consumers in the weeks to get everything written. It millions of views but they also get Ryan absolutely adds a megaphone U.S., consumer research was the craziest thing I’ve ever done. tons of comments and lots of likes. to what we’re doing. We believe group MRI-Simmons revealed The business impacts are phenome- the wireless category is tired and volumes of interesting intelligence about the What is the fastest turnaround nal. I think you’ve seen it with Ocean ready for change. His mindset was modern cannabis consumer you’ve worked on so far when it Spray this last year with TiKTok, and that wireless mobile is the most today—information that can comes to ads? how you can’t even find the cran- essential of all technology and it and should help big brands The fastest one is not so much an berry juice on the shelves. So it’s shouldn’t cost hundreds of dol- stay on top by targeting this ad, but a tweet. Last month, Texas been amazing to be on the winning lars. When your owner is aligned diverse demographic. had this extreme cold front. We side of some of those viral moments. with the brand vision, there’s not were approached by a consumer on It’s just really incredible to see how really a change in overall delivery Twitter who said “we’re struggling much lift and energy they can give of message. You might tweak your down here in Texas, is there any- your brand. tonality ever so slightly because it’s Sponsored by thing you can do to help?” Ryan sent coming from his voice versus the me the tweet. Within 53 minutes, I Just how much is Reynolds part of core brand or our brand mascot, the had worked with our cross-function- the creative process? Mint fox. We’ve really been able to al teams and built an entire program He’s very involved in creative and leverage the smartness of the work to create a relief offer for Texas. We strategic marketing opportunities. he’s able to produce by tapping into CUSTOMWHITEPAPER basically gave all of Texas free data We talk about growth, we talk about what’s culturally relevant and bring AdAge.com/Spiderlabs_wp from Feb. 14 to the end of the month. where we’re headed. While we those moments to life. COMBATINGADFRAUD That certainly shows how we act might not sit with him a lot and do For example, we saw during INTHEAGEOFCOVID 19 with speed. lots of videoconferences because the election that our competitors he has a busy schedule, we operate were big campaign donors. Mint As demand for online content has increased, so Mint Mobile’s ad last September through text messages. There are does not make political campaign have digital ad budgets—and featuring Rick Moranis and Ryan various group text chains we’re donations, so we saw a moment to opportunities for fraud. The Reynolds was a good example of constantly on, kicking around ideas, have some fun. We found that the solution is a multi-tiered something that was a quick turn- working on the work and seeing mayor of Idyllwild, California, is a industry-wide initiative. dog named Max so we made a do- Learn more in this custom nation to Max. We saw a moment white paper. in culture, decided to tap into it and create that piece of content. We were not doing that in the past, Sponsored by and this adds a whole new level of experience to our marketing and our communications.

How do strategies like that play into being a challenger brand? We know we can get scale, but if FREEWHITEPAPER AdAge.com/ there’s a way we can benefit the ScanmarQEDwhitepaper consumer at the same time, we will. Our Super Bowl ad in The HOWTOBUILDYOUR Wall Street Journal—where we IN HOUSEMARKETINGMIX said we’re not spending $5 million MODELINGCAPABILITIES for an ad, we’re making the data The benefi ts of Marketing buckets better—was a big decision Mix Modeling are already for us, and the decision to launch an well established, so the unlimited plan at $30 has a massive question lies not in whether business impact to us. It’s a very you should do it but rather in aggressive price point, but we know how can you do it yourself. Learn more in this free if we can enter into this space and white paper. have a breakthrough offer, overall the consumer will benefit and the brand will grow in time.

Sponsored by Top, Mint Mobile’s chunky milk Super Bowl commercial. Above, a befuddled Rick Moranis, left, helping Ryan Reynolds introduce the company’s unlimited data plan.

The Business of Brands 9 Industry bets big on marketing as Americans move from ‘hesitancy to hope’ Spring By Adrianne Pasquarelli is the new Christmas SOUTHWEST AIRLINES SOUTHWEST for10 brands Ad Age March 8, 2021 Southwest Airlines’ “Telluride” ad

“Put more Spring in your step,” Jet Blue Airways es. Some 62% of consumers say they plan to shop spending lavishly, which led to the period of mass urged in an email last week to travelers ready to in stores this spring at least once a week, the Ad consumption known as the Roaring ’20s. loosen their budgets after a long lockdown. Age-Harris Poll found. It was “an era of glamour,” says Christopher The same might be said for brands. “It’s been many, many years since we saw McKnight Nichols, associate professor at the School Spring is the new Christmas for marketers pre- consumers and retailers engaged at this level,” said of History, Philosophy and Religion at Oregon State paring to unleash media spending in anticipation Matthew Shay, NRF CEO and president, on a recent University, noting the dancing, parties and glitz of an explosive sales uptick as the weather warms call with reporters. “We feel very confi dent.” that led to critiques like F. Scott Fitzgerald’s The and consumers rush to resume their everyday lives. So confi dent, in fact, that some chief marketing Great Gatsby. “Now we joke who needs high heels From retailers to airlines and hospitality, special- offi cers are planning their biggest advertising push- and ball gowns, but there’s some appeal to that.” occasion brands and media vendors, the marketing es ever in the coming months. The CMO Council Such spending helped create the rise in the type industry is looking to spring, typically a time of found that a whopping 65% of members recently of advertising we know today, says Nichols, and rebirth and renewal, to reconnect with customers surveyed expect to increase marketing spend this fueled the rise of the modern ad agency. eager to get out and spend as COVID-19 vaccines roll year; only 10% will reduce budgets and roughly a out and the threat of the coronavirus diminishes. quarter do not plan to make any changes. The push After uncertainty, brands ready to spend Consumer sentiment is switching from “hesi- spans several categories as brands try to make up It’s not just the promise of vaccines fueling this tation to hope,” as Marriott International’s Brian for the lost sales of 2020. optimism; marketers are now ready to restore Povinelli, senior VP, brand loyalty and portfolio Media, too, is beginning to see green shoots: One cutbacks put in place during a time of political up- marketing, puts it. That’s fueling an anticipated major media brand said it is already seeing a “very heaval. While several marketers did spend over the spending surge from consumers releasing their strong marketplace” across all categories for spring holidays on campaigns and promotions, a number pent-up shopping demand—which marketers are ad buys on broadcast TV. sat out the election and inauguration rather than looking to help along. risk getting pulled into polarizing news cycles “Spring is this next big moment to capture Return to the Roaring ’20s following the Capitol riots. attention,” says Lindsey Slaby, founder of Sunday The spring surge is so strong, in fact, that some are “So many things happened with the inaugu- Dinner. Marketers are “looking at plans, [saying] making comparisons with the Roaring ’20s. “We ration and the insurrection and now it feels like ‘Where can we spend money this year that we’ll are expecting that when we are starting to emerge spring is a time for rebirth and renewal from a have people’s attention and excitement?’” from COVID, starting in the spring, we will see this marketing perspective—we’re all going to prey on The National Retail Federation is forecasting incredible social renaissance,” says Angie Hellman, open wallets,” says Slaby. the highest growth in retail spending in 17 years—a senior VP of brand and customer strategy at online Agencies are also seeing clients return to jump between 6.5% and 8.2% to as much as $4.4 tril- clothing retailer Rent the Runway. “We are expect- spending. Krystle Loyland, CEO and co-founder lion this year. Much of the growth may come from ing this return to the Roaring ’20s—life’s pleasures, of Austin-based Preacher, says the agency is busy high-income households. In a recent survey con- predictions in hedonism and indulgence.” with new work coming in April, May and June as ducted late last month by Ad Age-Harris Poll, 30% Rent the Runway says its customer base is budgets seem to be returning. She said clients that of households making $100,000 or more a year said already ditching their sweatpants; in the fi rst half of typically would make annual budget decisions in they’ll spend more this spring compared to last; the February before Valentine’s Day, the company saw a the third or fourth quarter were waiting to see how majority of this group said the vaccine rollout has 25% increase for special occasion or night-out attire things turned out with the new administration and infl uenced this decision. compared with the same period last year. the vaccine. And shopping will extend beyond e-commerce The prediction has some historical roots. A “Clients seem to have ambition and money to brick-and-mortar stores as well as consumers century ago, following the upheaval and deaths of now, though not timelines. They are looking at

SOUTHWEST AIRLINES SOUTHWEST get comfortable again with in-person experienc- the 1918 fl u pandemic, many consumers returned to ‘How can we get out by spring and early sum-

The Business of Brands 11 mer?’” says Loyland. “Everybody, like us, is opti- mistically making some bets and wanting to be out there as quick as possible.” Marketers are also looking to switch up their agency relationships as they ramp up plans for the rest of the year. One holding company representa- tive reports a “second RFP season” following the usual season of September through December, and says its agencies have seen more invitations to pitch and a surge in activity since the beginning of Janu- ary than in any previous year. Another sign that consumers are limbering up: they are moving back into the cities, according to Feather, a four-year-old provider of rental furniture, which is in growth mode and is planning a robust marketing rollout to increase awareness. During COVID-19, as many consumers left their urban res- idences to temporarily live in the suburbs, Feather pulled back its advertising, investing only in lower funnel-type marketing. Now, the company is seeing people “itching” to return to cities and wants to be ready with market- ing, according to Jinal Shah, VP of marketing and growth at Feather. The company’s products are available in a handful of cities across the U.S., but Feather will increase that rollout to additional cities this spring. “We are seeing as a business signs of movement picking up and expect to see continued movement within and across cities as people start making post-vaccine decisions,” Shah says. To that end, Feather will make a push in late April or early May with its largest campaign to date, including its first foray into linear and streaming TV, along with direct mail and potentially programmatic out-of-home. “Last year was about test-and-learn, figuring out what works and what doesn’t work,” says Shah. “This year is about scaling on what we know works.”

Spring brings new connection opportunities A scene from “Spring with all you’ve got,” an upbeat campaign from Kohl’s that made its debut at the Golden Globe awards. Retailers are upping marketing. Macy’s will focus on fashion and personal style expression in its spring marketing, a spokeswoman says. Kohl’s is also planning a spring campaign, which the Menomonee That’s one reason why Rent the Runway, which as COVID rates continue to decline “we will start to Falls, Wisconsin-based retailer typically airs; how- typically spends big on advertising over the holiday do more national marketing.” ever, this year’s 30-second spot debuted during the season, is expecting spring to be its major mar- Travel brands are not immune to the sweeping Golden Globes, a first for the chain. keting moment. The New York-based company optimism—or they are at least planning that their Called “Spring with all you’ve got,” the commer- anticipates increasing spend by more than 20% customers are not. In recent weeks, many consum- cial, created with Yard NYC with music from John versus pre-COVID levels in the spring and summer ers have started planning trips for spring break or Batiste, shows a young girl who chalks a hopscotch timeframe, according to a spokeswoman. Hellman summer after a vacation-less 2020. According to board on her front walk to entice passersby and a notes that she’s hoping the early uptick in February the Ad Age-Harris Poll, 34% of Americans plan to grumpy-looking mailman. While the spot doesn’t of special occasion dress will be a bellwether for the travel out of town this spring, while 35% plan to do show anyone in masks, people are still socially rest of the year. Yet the company is not rushing into so this summer. distant so the video appears relevant in both COVID national campaigns, particularly as the pandemic Mariott’s Povinelli says that 80% of U.S. consum- and COVID-free time periods. risk remains high in parts of the country. ers are planning one or more trips. In its marketing, “The point was to have it in an outdoor setting “We are being strategic about taking a more Marriott will be focusing on “travelers’ desire to with people enjoying spring weather,” says Greg regional approach to showing up as a brand and explore locally, regionally and even globally where Revelle, chief marketing officer of Kohl’s, noting driving demand,” Hellman says, noting that in fall possible,” he says, noting that the hotelier “will lean pent-up demand from shoppers. “It’s more opti- mistic, more energetic—we feel that’s where the consumer is right now.” Spring ka-ching Wedding industry marketers are feeling the Here’s what previous years have seen for ad spend on tentpole spring events spring fling. The Knot Worldwide says its vendors have recently seen an uptick in activity as couples Event 2021 2020 2019 begin to plan their spring and summer nuptials. Dhanusha Sivajee, CMO of the Knot, said 93% of the scheduled for Academy Awards (including preshow) $145.4M $128M brand’s professionals have connected with poten- April 25 scheduled for tial new clients in February, while 80% closed new March Madness did not occur $910M this month business during the month. “The signs we are seeing indicate a surge in wed- Grammy Awards scheduled for $85.2M $59.2M March 14 ding planning activity from couples and vendors,”

she says. Source: Kantar Media, Ad Age Datacenter KOHLS

12 Ad Age March 8, 2021 KOHLS The Business Brands of either retain their newly won customers orgain this spring, according to Revelle. ners by doingmore withSnapchat andPinterest also lookingto experiment withsocialmediapart more shoppers are stillat home. Similarly, Kohl’s is invest more inPinterest andeven direct mail,since says Hellman, whoaddsthat the brand willalso nial audience, RenttheRunway isexploring TikTok, resonates. Since ittargets a younger, more millen marketingnew to channelsof seewhat sticksand perts say. Many companies are experimenting with simply beamatter increasing of media buys, ex the pandemic’s toll over thelast12months, willnot Yet reaching consumers, stillshell-shocked from more channelexperimentationExpect in promotions. such asfree bags andskigear, willalsobefeatured customers,” andnotes that differentiation, points of focused approach will“inspire current andfuture aswellsupport ascustom content. Shesays sucha do, aspokeswoman says, whichinvolved paidmedia campaigntion-centric focused on Telluride, Colora our messaging.” more leisure travel andeven travel withpets with and larger spaces [like suites, homesandvillas], into evolving customer needssuchaslonger stays “Right now,“Right every brand isfiguring outhow to Southwest Airlinesrecently rolled outadestina - - - - - “Clients seemto have looking at ‘How can we timelines. Theyare now, thoughnot ambition andmoney early summer?” get outby springand Krystle Loyland, Preacher simply notgoing backto pre-COVID brand expec consumers have fundamentally changed—they’re MDCPartners.of “The race ison,andmeanwhile, back lostones,” says MarkPenn, chairmanandCEO there yet.” fun andinnovative ina kick off way—we’re justnot experiential marketing andthings like that should and summer, andaswe get into theholiday season, the brand to life innew ways,” she says. “Spring ads ontheirlaptops andphones. ers are restless andtired seeingthesamekindsof of approach performance media. deepened digital experiences andnew ways to tations.” Henotes apushfrom brands lookingfor “We are missing that richtexture how to of bring Sunday Dinner’s Slaby says that many consum Contributing: Judann Pollack Contributing: Judann - - 13 Brands get real on bodily functions No more taboos: Marketers are delivering images and frank talk about breastfeeding, periods and ‘poop’—like it or not By Jack Neff

If the pandemic has made us yearn for one thing, it’s a good poop. Well, among many other things. Along with far more serious issues like death and debilitating side effects, COVID-19 and the lockdown lifestyle it spawned have caused more constipation. So when Bayer’s Phillips brand recently launched an ad from Energy BBDO proclaiming, “You deserve a good poop,” it was very much of the moment, as Teresa Gonzalez-Ruiz, VP of marketing for Nutritionals and Digestive Health at Bayer sees it. People staying home, stressed out, sitting more, eating carb-loaded comfort food–that all contributes to the constipation side-pandemic, Gonzalez-Ruiz says. Meanwhile, people have gotten used to a certain informality from a year of working at home, unshav- en, in casual clothes, sometimes attending Zoom meetings. So when Energy BBDO came up with the colloquial “poop” idea, the time seemed right. “The brand is on fire,” Gonzalez-Ruiz says of Phillips, and it’s been getting overwhelmingly posi- tive comments since it launched the ad last month. Bayer’s ad is among the milder manifestations of an ongoing trend toward marketers serving up the unvarnished truth about bodily fluids and functions. lenger brands, which make a habit of talking frankly fakes her first period by squeezing sparkly red paint While in the past, advertisers might have used pur- about the conditions they deal with, says Dipanjan into a sanitary napkin. posely vague representations and polite-company Chatterjee, VP and marketing analyst with Forrester. Still, U by Kotex still hasn’t put much media sup- language in ads for intimate products, today they Squatty Potty, for example, has made a small port behind its red-fluid demos or other online ads are telling it like it is. Gone are the blue liquids—to- fortune selling small step stools that help people in the past year, and it’s been losing market share, day marketers are embracing blood or blood-like excrete better. Its video showing showing a unicorn per IRI data from Evercore ISI. And the Harris Poll representations in sanitary protection products, who poops rainbow-colored soft-serve ice cream shows why putting more media weight behind those nursing moms’ chafed and clogged nipples, Charmin has more than 40 million YouTube views. Poo- ads might be a bad idea. As natural as red demos bears’ itchy bottoms or cervical mucus. Pourri similarly has built a business for its toilet may seem, they’re far from a safe bet for certain And while a Harris Poll of consumers for Ad Age spray around potty humor. And Roman founder and demographics. Showing actual menstrual blood, shows many people are still uncomfortable seeing CEO Zacharia Reitano talks frankly into the camera like period underwear marketer Modibodi has done, or hearing some of these things in ads, the trend about his own erectile dysfunction problems on TV goes over even worse with older audiences. only appears to be accelerating. to pitch his online-prescribed solution. By a 54% to 46% margin, people in the Harris Poll The reasons are myriad: Younger targets for The boldness of upstarts eventually finds its way disagreed with sanitary product advertisers using red mainstream brands are less likely to be offended by to bigger incumbents, Chatterjee says. For exam- rather than blue fluid to simulate blood. They dis- straight talk and big brands are increasingly compet- ple, while Kimberly-Clark Corp’s U by Kotex began agreed with showing actual menstrual blood by a 71% ing with edgier challenger and direct-to-consumer mocking the fakery of traditional feminine hygiene to 29% margin. Perhaps surprisingly, females are more brands that flaunt norms and don’t mince words. ads in 2010, it didn’t actually try replacing industry opposed than males to both red fluid or blood in ads. standard blue-fluid demos with lifelike red in digital Then again, advertisers using red fluid did get From d-to-c to mainstream and social ads last year. That came six years after majority support among people 18-44 overall—who One of the bigger drivers of forthrightness in adver- d-to-c player Hello Flo launched its “First Moon are the primary consumers for the brands in ques-

tising has been the rise of direct-to-consumer chal- Party” viral video around the story of a girl who tion—and from men up to 54. MODIBODI, KOTEX POTTY, MOM, SQUATTY FRIDA

14 Ad Age March 8, 2021 Brands get real on bodily functions

Clockwise from left: Frida Mom’s spot focuses on the trials of breastfeeding in not-quite-graphic detail; Modibodi spots show actual menstrual blood, not a favorite of older audiences; Squatty Potty’s ads for step stools that help people excrete better feature a unicorn that poops rainbow-colored soft-serve ice cream; Kotex’s “It’s her time of the month” spots challenge jokes about how women supposedly act on their periods.

Straight talk works better “We are excited to continue on our mission to “We know that at the end Procter & Gamble Co. hasn’t embraced red fl uid make period conversations as normal as periods,” of the day, if you have a just yet, but it is down with more direct approach- says Kristen Haun, global Tampax and North Amer- es in advertising. Its Tampax brand last year ica Naturals senior director. “People are inserting good poop, you celebrate turned to Amy Schumer for a series of ads after themselves in the conversation by not only sharing that. That’s how we Melissa Suk, VP-North America Tampax and Al- their personal stories, but also asking questions and ways, saw the comedian joking about tampons on letting us in on the secret that they, too, believed should be. We want to her Netfl ix comedy special. some of the crazy myths out there.” normalize that feeling. Schumer has appeared in several Tampax ads, including a TV spot where she talks in a women’s Frida Mom fi nally gets its message out It’s OK to talk about.” room about what the right tampon size is for her, Another sign of growing acceptance for the direct Pedro Perez, Energy BBDO discusses with a gynecologist tampon ingredients approach comes from Frida Mom, which went from and does mall-intercept interviews about the facts having an ad for its feminine hygiene products of life with teen girls and boys. refused by ABC for the Oscars broadcast last year to Tampax has spent more than $5 million on having a diff erent ad greenlighted by NBCUniver- Schumer’s straight-talking ads on TV with addi- sal for last week’s Golden Globes. True, the ad was tional online support, per iSpot.tv, and the impact diff erent. But so were the network decision makers, appears quite positive. The brand’s sales fell 6% in says Frida Mom CEO Chelsea Hirshhorn. the second quarter last year vs. the prior year, per Last year’s ABC-rejected ad for post-partum IRI. But since Schumer’s ads broke in July, Tampax products showed a woman wearing her hospital- sales rose 5% in the third quarter, 4% in the fourth approved mesh underpants sitting on a toilet and

FRIDA MOM, SQUATTY POTTY, MODIBODI, KOTEX POTTY, MOM, SQUATTY FRIDA and 8% in January. struggling to change a sanitary napkin. This year’s

The Business of Brands 15 NBC-accepted spot also spent lots of time in bath- rooms, but focuses on the trials of breastfeeding in “We are excited to continue on our mission to make not-quite-graphic detail, partially showing breasts period conversations as normal as periods.” with blurred nipples, breast pumping and milk Kristen Haun, Tampax and North America Naturals spurting. An extended cut for social media shows full frontal nudity and more graphic scenes. “Large consumer products behemoths have a harder time I think unlocking that authenticity,” Hirshhorn says. She blames the legacy of “old- breast feeding. Men by a 51% (comfortable) to 21% Whether the frank approach works for a brand er grey-haired men in the boardrooms making (uncomfortable) margin were OK seeing partially depends on whether it’s in character, says Les- decisions that were not the reality of what their uncovered breasts in ads. Women were comfortable lie Zane, principal of Triggers Brand Consulting. consumers were going through. The more progress with it by only a 48% to 28% margin. The rest of each Potty humor has always been part of brands like we make with women as business leaders, thought group said they could “tolerate” it. Poo-Pourri and bidet retrofi t kit Tushy, Zane says. leaders, executives, there’s a heightened sensitivity Even men over 65 were comfortable with “Our research shows that explicit articulations can to that reality.” partially uncovered breasts in ads by a 39% to 24% still be polarizing for mass audiences, particularly if At NBC, “there were a lot of women in that margin. But women over 65 were fi rmly opposed, the attitude doesn’t fi t with the brand’s equity. For boardroom making those decisions,” Hirshhorn with 17% comfortable and 68% uncomfortable. example, if a brand had a serious tonality before and says. “We had to blur some nipples. We had to cut Similar breakdowns occurred with showing fully suddenly used the word ‘poop’ in its communica- and splice some scenes. But at the end of the day, we uncovered breasts, but with far less acceptance. tions, that would likely be too big a leap.” wouldn’t do it if we weren’t unequivocally comfort- Only 37% of people overall were comfortable with Gonzalez-Ruiz says Phillips’ heritage of ads able with the message being sent.” that vs. 41% uncomfortable. dating back to the 1980s where, for example, a wife And while last year’s Oscars refusal led to interjects “You’re talking about constipation” into a speculation that Frida Mom was playing for shock Comfortable with ‘imperfection’ dialog with her hubby, makes “poop” less of a leap. value and the old “rejected ad” publicity game, Hir- One thing people in general are comfortable with The word has never been banned on TV, even if shhorn says the brand’s willingness to work with these days is “imperfection,” says Gonzalez-Ruiz, it’s not universally OK with folks in ads, according NBCU to make edits and meet broadcast standards and that means openness to more direct talk. to the Harris Poll. People overall by a 61% to 39% shows otherwise. Millennial and Gen Z women often aren’t shy about margin believe advertisers should be able to say It’s not strictly an old media/new media issue. telling their dads they’re going to the store to buy “poop” in ads for relevant products like laxatives Hirshhorn notes that when Frida Mom posted its ex- tampons, she says, though there’s actually more and diapers. Males, by a 68% to 32% margin, were tended cut on LinkedIn last week, bare breasts and taboo around talking about constipation. more likely to be OK with it. And majorities in all age all, the social network’s algorithm quickly fl agged it But the reality is that, whether they’re at ease groups under 65 gave their blessing. But “poop” lost and took it down, though it was restored after Frida talking about it or not, a good poop makes a diff er- by a 52% to 48% margin among people 65 and up. Mom contacted LinkedIn. ence to people, says Energy BBDO Co-Chief Creative They traditionally might be seen as the core And it turns out guys are largely OK with breasts Offi cer Pedro Perez. “We know that at the end of target for Phillips, but not for this particular ad, in ads. The Harris Poll shows men, even over 65, the day, if you have a good poop, you celebrate that. which aims at younger folks who, thanks to the are more comfortable than women seeing either That’s how we should be. We want to normalize that pandemic, may be experiencing constipation for partially or fully uncovered breasts in ads about feeling. It’s OK to talk about.” the fi rst time.

Bayer’s Phillips brand ad is a milder manifestation in an ongoing trend of advertising getting real on bodily functions. BAYER

16 Ad Age March 8, 2021 Small Agency Small Agency Small Agency Call for entries! The 2021 Small Agency Awards will honor agencies with 150 employees or fewer that produced innovative and exciting work despite a challenging 2020. Small Now open to international agencies, categories include: • Agency of the Year • Media Agency of the Year Agency • Newcomer Agency of the Year • Campaign of the Year: Digital • Campaign of the Year: Pro Bono Awards • Best Agency Culture We want to hear how your agency adapted, survived and thrived last year. Check out all 12 categories and get started on your entry at AdAge.com/saa2021. Small Agency Small Agency Small Agency Small Agency Entry deadline: Enter now at Small Agency April 27, 5 p.m. EDT AdAge.com/saa2021 Awards #AdAgeSmallAgency Small Agency Opinion

At the time I arrived at Spencer a sharper CMO agenda has become Force more explicit dialogue Stuart years ago, as our first-ever dramatically more necessary, as well about the imperative of focus and pri- It’s time chief marketing officer, we had just as more challenging: oritization, ensuring that the trade- published our inaugural study of chief Digital transformation has fueled offs are understood and that clear for CMOs marketing officer tenure. Our research a far more complex marketing eco- decisions are made. revealed the average tenure of CMOs system and tool kit, and forces from Craft plans and expectations that was just under two years—well below personalization to segmentation to are sufficiently flexible to allow for to recraft other C-suite leaders. We wanted to the proliferation of business models evolution in focus and capabilities as know why. So did I. and channels has made marketing far the context continues to shift. their Our conclusion back then: While more multifaceted and complex. Be proactive about introducing many a CEO was hiring a CMO, there The unfolding shift from share- and influencing the potential for was not always a concrete and mu- holder to stakeholder capitalism, different organizational models that agendas tually understood agenda. Even at and the accompanying broader role could enable emerging priorities, that time, there was a broad range of of business in society, has further from accelerating growth to enhanc- As marketing potential CMO charters—some more magnified the potential charter of ing customer experience to stimulat- becomes more brand-driven, some more sales-en- marketers. There are more audienc- ing internal engagement. ablement-driven, some more lead es to reach and a wider portfolio of Take our already-extensive complex, they generation-driven and so on—and issues to address. collaboration with C-suite colleagues need a more despite some shared sense of business The business imperative of to an even higher level. Five years ago, strategy and even goals, CMOs and growth, and the significance of more few of us could have imagined just concrete and their bosses were often envisioning complex customer experiences, has how closely we would be collaborating mutually different agendas beneath the superfi- spawned new roles within some orga- with the CTO or the CHRO. As we look cial CMO label. While two CEOs could nizations—from chief growth officers ahead, these kinds of partnerships understood likely discuss the role of a CFO with to chief experience officers—demand- will only grow in importance. mission much clarity and unity, the same was ing more clarity around the impera- Lean on both existing and new not true of the CMO role. tives of a given organization, key roles, external resources, and heightened By Ben Machtiger Armed with this insight, we and who is expected to do what. peer dialogue, to drive the most inno- embraced the mission to push for With attention spans dwindling, vative ideas and up-to-date evidence. more robust and explicit scoping and and the importance and power of Leverage networks to keep learning. dialogue between CEOs and CMOs, messaging growing, it seems as if the Be even more forceful and per- whether we were in client dialogue or success of almost anything these days suasive advocates for the investment career-coaching conversations. is highly dependent on intelligent case of funding this more complex, Fast forward to today. While marketing and communications. In yet more powerful, marketing agenda. average CMO tenure has doubled (to fact, the line between marketing and Build more allies in the fight. a hardly heartwarming 41 months), communications has become less CMOs even a decade ago could CMOs sit at a critical point in shaping clear in some cases. not possibly execute against all the their impact. As CMOs formulate our recom- possibilities that were on the po- On the one hand, it has never mended agendas today, there is much tential marketing map even then. been a more exciting time to serve we need to do. Both the possibilities Successful CMOs figured out, and in the CMO chair. CMOs have been and resulting actions will, of course, be socialized internally, which of the pulled into almost every facet of the influenced by many contextual factors: multiple potential territories to focus diverse external and internal forces the realities of our various industry on to drive success for their organi- now buffeting us all—from COVID to sectors, market needs, company cul- zations. Against the backdrop of our diversity and inclusion to purpose and ture and history, current organization- now vaster and more complex context, ESG to the social voice of the CEO. Yet, al structures, CEO preferences, specific a CMO today—working with their CEO this exciting added breadth has only leadership dynamics and our own and the leadership team—must define magnified that challenge of clearly capabilities. In most cases, we need to: their charter moving forward with Ben Machtiger is chief marketing and defining which aspects of the now Do a more effective job of far more clarity. The success of their strategy officer, vast potential CMO scope are relevant educating our leaders about this organizations, as well as themselves, Spencer Stuart, the priorities for a given organization and more complex marketing landscape depends on it. global executive search and leadership its strategic intent. and its implications for the organiza- advisory firm. The need for each of us to forge tion’s agenda.

18 Ad Age March 8, 2021 Ad Age Advisory Panel

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AdAge.com/advisorypanel MASTER OPINION Becoming the culture

We have all had that moment in the organic seeding for Popeyes and Black Fila club or bar when you hear the beat drop Twitter, to Cîroc and Diddy, to Kanye In May 2020, Fila dropped a new What and a Biggie classic starts pumping West and Adidas, we’ve seen millions collection to celebrate the anniversa- out of the speakers. There is an energy, go to billions. ry of the late rapper’s debut album, brands can a change in step, a feeling that moves Hip-hop drives the “cool” social “Ready to Die.” The collection was through the room. That to me is the currency into all things that go on to created with the Christopher Wallace Biggie legacy, it is a feeling. Twenty- gain recognition as being popular cul- estate; a donation from each item sold learn from plus years after his untimely death, the ture. Because, if we’re honest, Black was made to The Christopher Wallace words “Spread love it’s the Brooklyn culture is popular culture and Biggie Foundation. Fila said the apparel was Biggie way” and “It was all a dream” adorn was one of the key voices that started inspired by Biggie and Brooklyn street- street art, merchandise and clothing to set the trajectory back in the ’90s. wear. In 1993 Biggie took to the stage globally. The words are so powerful Biggie made what seemed like an in Philadelphia wearing a Fila T-shirt Smalls that when you say them, they automati- unattainable lifestyle to most a part of and matching visor, both of which were cally bring a smile to your face. his everyday life, pumping up brands part of the collection. The packaging Examining the “Biggie: I Got A Story to Tell” from DKNY to Versace to Cristal— was a custom shoe box with elements marketing legacy dropped on Netflix March 1. The doc- driving their sales through the roof. of the original album artwork. umentary is set to portray the many At the time, not all brands wanted to of the iconic sides of the legendary rapper. His moth- be associated with rap music; they did Moët & Chandon rapper as a er, Violetta Wallace, and close friend not see that the subculture was about The drinks business and hip-hop have Sean ‘’Diddy’’ Combs are both execu- to become The Culture. Here’s how a long-standing relationship. Brands documentary on tive producers for the documentary. Biggie’s legacy lives on: that previously were “luxury” items his life premieres Biggie, birth name Christopher only for the white and wealthy were Wallace, continues to be one of the The crown given a repositioning when bottles on Netflix most influential voices in hip-hop, Three days before Biggie’s death, started popping up in music videos. By Charlotte Mair shaping culture and inspiring brands. photographer Barron Claiborne shot They were no longer a drink; they Most recently, Pepsi turned an unre- portraits of him wearing a $6 plastic became a culture choice. In several leased Biggie track into an ad for the crown for the cover of Rolling Stone. of his hits, Biggie mentions what are soft drink to celebrate the rapper’s In September 2020, the crown sold now some of the in-demand, cultural- induction into the Rock & Roll Hall of for $594,750 at Sotheby’s first-ever ly relevant household names includ- Fame. But where did it all start? hip-hop memorabilia auction. You ing Moët & Chandon, Alizé and Dom Born and raised in Brooklyn, Biggie cannot walk through the streets of Perignon. Now, some of the biggest was signed to Diddy’s record label Bad New York without seeing the portrait names in hip-hop have their own Boy Records, which launched in 1993. on merchandise. drinks brands. We’ve seen the effect His debut album “Ready to Die” was Versace: In October 2018, Ver- that Diddy has had on Cîroc, Jay-Z hailed a masterpiece and his signature sace bought Biggie’s highly recog- with D’usse, Rick Ross with Bellaire. hit “Juicy” remains a firm favorite as nized sunglasses, “Medusas,” out of a dance floor filler. Biggie has gone on the archives and put them on sale Timberland to clock more than 28 million certified exclusively at Barneys. He frequently Timberland boots were designed for sales in the U.S., and Rolling Stone was seen wearing the iconic glass- the working class in New England called him ‘’the greatest rapper that es, including in his 1997 hit video in 1952, but in the ’90s they blew up ever lived.’’ “Hypnotize,” where he raps “Miami, when they started gaining recogni- But Biggie sold so much more than D.C. prefer Versace.” We see hip-hop tion from rappers. Biggie was photo- music. He sold a lifestyle, elevated stars in the front row of Fashion Week graphed wearing them, and refer- brands and created a new type of shows globally now, but Biggie was enced “Timbs” in his lyrics. Whilst marketing. The relationship between one of the first to attend, and became the “cool” was being driven into the brands and Black culture can be pow- a regular at Versace shows. brand and was showing in sales, a erful if delivered authentically. From spokesperson for Timberland told The New York Times that the compa- ny was scaling back distribution to cater to its “target customer.” Many of their Black customers took this to mean “white and wealthy.” This drove Daymond John to start the iconic FUBU—For Us, By Us.

His legacy While brands try to meet diversity and inclusion quotas because many have been shamed into doing so, maybe people can think about the

Charlotte Mair is opportunities and value that would managing director be added from someone with a Biggie of The Fitting Room, mindset, outlook and experience. a London-based agency that special- That’s the magic. izes in creating hype, Rolling Stone called him “the demand and legacy for greatest rapper that ever lived.” I call brands—all elements that are central to hip- him one of the greatest marketers that

hop culture. Biggie Smalls’ magic as a marketer was a product of his mindset, outlook and experience. ever lived. OF NETFLIX COURTESY

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22 Ad Age March 8, 2021 Leading Women

LeadingWomen to Watch is now WomenLeading Women Our storied Women to Watch program has evolved to better reflect what outstanding female marketing, media and advertising executives are truly doing: leading. Leading Leading Women U.S. honors women at all levels who empower teams, drive business results and Women U.S. serve as catalysts for change. Nominate a deserving woman today at AdAge.com/leadingwomenus LeadingLeadingEntry deadline: May 6 Learn more at AdAge.com/leadingwomenus WomenWomen LeadingLeading Women Women LeadingLeadingLeading Women WomenWomen Leading WomenMASTER