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ADWEEK Be the Breakthrough.™ THE VOICE OF MEDIA | MARCH 13, 2017 , Oracle 3 SYS, DIUM 2014 DATALOGIX, BLUEKAI 2015 2015 MAXYMISER LUNAR McKinsey 2014 STAMFORD INTERACTIVE, PwC CUNDUS, OPTIMAL EXPERIENCE 2014 CYNERGY, INNOVATION FACTORY, SR7 NEW 2015 CONFIDENTIAL, NEALITE, 2016 CINOVATE POND, EVERETT, OUTBOX GROUP WORLD 2015 LRA, ALERT GROUP, ORDER DIGITAL ONE, STRATOSFERA, MOBIENTO, CONSULTANCIES ARE RESHAPING THE BRAND MASHUP 2016 HEAT, MARKETING ECOSYSTEM WITH AN EYE TOWARD TELNEXT, USELAB, THE FUTURE. BY DAVID GIANATASIO QUALITEKNA, JINJA, SIXTREE, 2014 THE EXPLAINERS FLOW SEETHEFULLINFOGRAPHICONPAGE14>>> 2015 2017 AD.DIALETO, RED CHAOTIC MOON, PLANET PACIFICLINK, BRIGHTSTEP, REACTIVE 2016 2013 KARMARAMA, FJORD, IMJ ACQUITY GROUP Deloitte 2017 Accenture SINNERSCHRADER *PENDING REGULATORY APPROVAL CONTENTS MARCH 13, 2017 | VOL. LVIII NO. 7 FEATURES NEW WORLD ORDER 14 Global consultancies are reshaping the brand marketing ecosystem. THE MARKETING CLOUD 20 A closer look at the hottest trend in mar tech. UPFRONT TRENDING 6 TOP STORY Ads and AI; Barbie targets dads; podcasts- turned-TV shows; Project Worldwide’s Get In charity pledge. VOICE 11 Formation How social consciousness canboostthebottomline. HOW AGENCIES AND MEDIA COMPANIES CELEBRATED INTERNATIONAL WOMEN’S DAY. TYPEWRITER: ISTOCK PHOTO; NIKE PRO HIJAB: NIKE BY KATIE RICHARDS Last Wednesday, women around the world celebrated International Women’s Day and subsequently A Day DATA POINTS 12 Without a Woman, an event where women went on strike from work and abstained from spending money to What consumers really highlight their economic value. Many agencies and publishers took part in recognizing both events. Websites think about cause including Bustle, Romper and New York magazine’s The Cut stopped publishing new content for a day, while marketing. other organizations like Jezebel relied on the male staf to run the publication. Ad agencies also took part, in some cases allowing female employees to take the day of . WPP’s Brand Union gave employees the option to strike, while Zambezi shut down entirely for the day, and 360i organized a way for the women in the oi ce to participate in local marches and rallies. Other agencies found creative ways to recognize IWD: DDB changed its name for PERSPECTIVE the day to DDB&R in honor of the agency’s fi rst female copy chief, Phyllis Robinson, while McCann and client State Street Global Advisors erected a statue of a “fearless girl” in front of Wall Street’s famous Charging Bull. BRAND NAME 22 The real story behind Dr. Bronner’s. MOOD BOARD TheWeekinEmojis TALENT POOL 24 Spotify’s do-gooder in chief. PORTRAIT 25 A bicoastal shop with a Kong: Skull Island The New Yorker Nike RadioShack focus on nonprofi ts. promotion places giant launches Poetry introduces breathable fi les for bankruptcy footprints around Bot for Twitter and Pro Hijab for female for second time in LOOK BACK 26 Los Angeles. Facebook Messenger. Muslim athletes. two years. Everyone’s favorite STATUE: JEENAH MOON/BLOOMBERG VIA GETTY IMAGES; KONG: COURTESY OF WARNERcookies BROS. PICTURES; for a cause. THE WEEK AD OF THE WEEK Salesforce NEWS Old Navy And IBM Look OldNavy,whichhasrunTVadsin To the Cloud recent years starring actresses IBMandSalesforcearecombining including Julia Louis-Dreyfus data sources and predictive and Amy Schumer, is heading capabilities to offer the latter’s inanewdirectionwithabrand customers a super-charged campaign titled “Hi, Fashion” that marketing cloud. Both companies features colorful, lighthearted, offer so-called marketing clouds, poppyvignettesinplaceof though Salesforce’s leans more celebrity endorsements. The directly toward brands’ customer work launched last week with relationship management needs, a30-secondspot,fromagency whileIBMhasgainednotable Chandelier Creative, containing a recognition for its artificial montageofscenariosthatembody intelligence system, Watson. Now, what “Hi, Fashion” means. A Salesforceclientswillgetthebest Agency: secondspot,“Hi,Rollers,”featuring of both futuristic entities. Most of Chandelier women and girls skateboarding thecombinedfeatureswillgolive Creative throughacityinOldNavyfashions, inthesecondhalfof2017,including will launch later in March. forecast data from IBM-owned –Tim Nudd and Katie Richards The Weather Company, that allows insurance companies and hardware retailerstopounceonweather changes with targeted advertising and marketing. –Chris Heine GoT Chills Out ACCOUNTINREVIEW Most shows would just send out a pressreleaseortweetannouncingtheir Taboola Taps Mobile seasonpremieredate.ButnotGameof Thrones, which spent 69 minutes last App Downloads Thursday afternoon melting a giant Content discovery platform block of ice on Facebook Live to reveal Taboola is expanding its thatSeason7oftheshowwilldebut personalized recommendation on July 16. —Jason Lynch BIG NUMBER All Detergent offerings to include the mobile app AlllaundrydetergenthaschosenDDBNew download space—a move that its Yorkasitscreativeandstrategicagencyof founder says could potentially help record after a competitive review that launched win money away from the growing 23% market dominated by Google in December 2016. DDB will lead advertising Shareofhomeswith effortsfortheentireAllsuiteofproducts, andFacebook.Taboolawillbegin TVsthatownadigital which includes various detergents, fabric working with advertisers such streaming device softeners and “pacs,” powdered detergent asMatch.comandInnoGamesto such as an Amazon packets.TideandGainremainthebest-selling drive app downloads based on the Fire TV,Apple TV, detergentbrandsintheU.S.byasignificant typeofcontentpeopleareviewing Google Chromecast margin,butAlliseagertoincreaseitsmarket instead of their demographic orRoku,upfrom share.Accordingtothelatestnumbersfrom identity. By partnering with 19%inJune2016. Kantar Media, the brand spent approximately mobile attribution companies (SOURCE: NIELSEN $43milliononmeasuredmediafromJanuary such as Tune, Adjust, AppsFlyer NATIONAL TV PANEL, andKochava,Taboolasaidit JAN. 31, 2017) 2016 to November 2016. –Patrick Coffee will be able to better measure downloads and other campaign- related data. –M.S. IN/OUT Messenger Rolls Zambezi promotes Jean Freeman to Out Stories SOCIAL CEO. Neustar hires former OMD Chicago managing Facebookistakingthenextstepin director Julie Fleischer as itsrolloutofSnapchat-likefeatureswith vp of product marketing for aversionofInstagramStoriesforFacebook marketing solutions. New York Messenger.CalledMessengerDay,ithasallofthe Media names Avi Zimak CRO samefeaturesasStories(andSnaps),alongwiththe and publisher. Richard David stickersandfiltersthatwillbefamiliartoanyone Story exits Departures after who’susedthedisappearingpostsoneitherplatform 17yearsaseditorinchief. overthepastcoupleofyears.Themovecomesjust Carmichael Lynch president afewmonthsafterFacebooklaunchedabuilt-in Marcus Fischer named CEO. camera feature for Messenger. –Marty Swant 4 MARCH 13, 2017 | ADWEEK Be the breakthrough.™ Breakthroughs are the patients participating in clinical trials, the scientists and doctors working together to advance the fight against cancer, and the brave survivors like Tonya who never give up. Let’s be the breakthrough. To learn about appropriate screenings and clinical trials or to help someone with cancer, go to su2c.org/breakthrough. #cancerbreakthrough TRENDING | THIS WEEK’S INSIGHTS fits-all marketing approach toward one-to- TECHNOLOGY one tailored experiences,” said Resh Sidhu, creative director at Framestore, recently named by IBM Watson as one of the AI Influencers of 2017. “This stuf is not as over-imaginative or as distant as it may seem—in fact, it is much closer to science fact than science fiction,” Sidhu said by email. AI does more than bring eiciency to data and analytics, she said, because it can “anticipate user needs” and give brands “deeper insights about their Eclipse customers.” And if ad agencies don’t have in- Team One and Zoic Labs debuted a short house expertise in AI, she believes, “they’re film created by AI. already behind.” Word is apparently out. MDC Media Partners just opened an agency called Born, focused on AI, while GroupM, Crispin Porter Why These Robots + Bogusky and other ad mavens are working with IBM Watson and Facebook Messenger on AI-powered programs. The Watson supercomputer, mainstream MightTakeYourJob famous since its million-dollar victory on TV’s Jeopardy, now counts about 6,000 TEAM ONE IS JUST THE LATEST MARKETER TO PUSH OUT CREATIVE clients, among them Hilton Hotels (for voice- BUILT AND POWERED BY ARTIFICIAL INTELLIGENCE. BY T.L. STANLEY enabled concierges), Whirlpool and Visa (for potentially turning everyday appliances into obotsaregettingsmarter,and,if Technolidays,” and love-themed greetings for ecommerce devices). youlistentohigh-rankingdigi- Valentine’sDay,withaneyetowardhowtheir Because it’s such a fast-changing area— talexecsatCoca-Colaandother earlytestscanapplytomarketingforclient hardly a day goes by without an AI-fueled major brands, they’re coming brands like Lexus, The Ritz-Carlton, Indian campaign or development—Team One has foryouradvertisingjobs. MotorcycleandSamsung’sDacorappliances. started sharing the latest information with No one knows that better They’re far from alone in their aggressive the industry via thought-leader events. “Bots thanthetechgeeksatTeamOne’snewly push into AI. Facebook, Microsoft and Google launched AI Lab, who are vowing to stay are heavily invested in the technology, and aheadofthemachine-learningcurveby Coke’s global senior digital director Mariano surroundingthemselveswithallthings
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