THE VOICE OF MEDIA | MARCH 13, 2017

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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>>>

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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 BosaztoldtheMobileWorldCongress futuristicinastylishnookoftheagency’s recently that he foresees artificial intelligence cavernous Playa Vista, Calif., headquarters. crankingoutadcreativeinfairlyshortorder. ‘We want to spark Thelab,ascaled-downre-creation It’s already responsible for music and copy, ideas and create ofasmarthomedesignedtolooklikea andBosazwantstoseewhatitcandowith midcenturymoderncrashpad,isoutfitted “automated narratives.” better work with AI.’ with Google Home, Amazon Echo, Philips Whetherit’simmediatelyobviousornot, Alastair Green, executive creative director, Hueandatrunkfullofcognitivetoys.On AI is playing a significant role in ads. French digital, Team One thewishlist:Kuri,theadorablehelperbot networkCanal+letlooseaPopeBotthis thatcharmedcrowdsatthisyear’sCES. winter(tohypeHBO’sTheYoungPope)that “It’sadedicatedspacetoexperimentand trolledpeoplewithBibleverses.Brandsas & Booze,” now a monthly meetup, recently brainstorm,” said Alastair Green, executive varied as Campbell Soup, Domino’s, Olay hosted rocket scientist Sabri Sansoy in a talk creative director, digital, who launched the and Starbucks are using AI as part of the about AI’s evolution. agency’s tricked-out, gadget-heavy VR Lab trendawayfrom“thetraditionalone-size- As the Team One crew, and anyone who onsite last year. “We want to spark ideas and chats with Alexa, has found through ongoing create better work with AI. And to answer interaction with smart machines, AI learns thebrands’question:‘What’sthebusiness over time. Its answers become more spot-on, case for it?’” it hones a sense of humor (Google Home’s Team One, with Zoic Labs, already volume goes to 11 à la Spinal Tap), it acts more debutedthefirst-everAI-createdshortfilm like a human. Yet, it isn’t. (commissionedasanexperimentbySaatchi “It’s a helper tool, not a killer bot,” said &Saatchi)attheCannesLionsInternational Mary Toves, the agency’s associate creative Festival of Creativity last summer. The film director. “It’s great at finding connections Eclipse was conceived, edited and directed and analyzing data. It shortens the length of “Happy Technolidays” bymachines.Morerecently,execslaunched Team One launched an time between strategic insight and creative an AI-spawned holiday carol, complete AI-driven holiday card. idea. It’s a problem solver.” with 1800s-style music, dubbed “Happy But, hopefully, not a job poacher. 6 MARCH 13, 2017 | ADWEEK 32ND ANNUAL MEDIA ALL-STARS

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CHALLENGE Barbie needed to figure out how to bring dads into the narrative and to do so in a way that felt natural to the iconic brand — while also attracting INSIGHTS new eyeballs. “We wanted this work to embody the authentic Shifting the way that impact of real dads immersing people think about a themselves in their own daughter’s major brand like Barbie imaginative world,” said Miller. isn’t easy. Here are a few “Whatyouseeinthefilmisreal.” things the marketing team has learned: GOAL The 30-second spot debuted during KEEP UP WITH Keep the brand relevant while the AFC Championship game. CULTURE shifting how people think about How people parent has Barbie—all while “being disruptive, changed for some, and not just with emotional creative Mattel wanted to be but with where the creative was reflective of that. “As a Barbie Goes for placed,” noted Chidoni. That’s why brand that talks to mom Mattel aired the first spot during mostly—and mom is Sunday football. “The creative as absolutely an important well as the creative placement Dads via BBDO partner to Barbie and [by Barbie’s in-house team and its Mattel on this journey— media shop, Starcom Mediavest we thought it would be MAKING THE MATTEL BRAND’S MARKETING Group] allowed it to get a cultural interesting to create a conversation going.” MORE REPRESENTATIVE OF TODAY’S PARENTS. piece of content that BY KRISTINA MONLLOS EXECUTION was more inclusive of dad and his point of The creative from BBDO featured view,” said Chidoni. After debuting Barbie’s new look in January 2016, the brand set its sights on six real-life daughters and dads. another ambitious marketing push: Get consumers to like Barbie for more than just The point? To capture “the emotion BE UNEXPECTED her looks. The marketers at Mattel wanted to shift consumers’ focus to Barbie’s of playing, storytelling and By showing up during purpose and get parents “to reappraise the role of Barbie in their world and to imagination through the brand,” Sunday football, Barbie really see Barbie as a vehicle for storytelling and imagination,” explained Michelle said Chidoni. “This was the first was able to surprise and Chidoni, Mattel’s vp of global brand communications. piece of advertising content where captivate a new audience While Barbie began working with BBDO in October 2015 to showcase the we’ve specifically focused on a while showcasing work “imaginative possibilities,” as its first work for the brand dubbed them, of playing girl’srelationshipwithherdad.” that was “authentic to with Barbie, the unveiling of its three new body types, seven new skin tones, 22 eye how dads and daughters colors and 24 hairstyles allowed the brand to stress purpose-driven messaging RESULTS really play,” noted Chidoni. in its marketing. Cut to 2017: Barbie debuts its “#DadsWhoPlayBarbie” campaign While the campaign only kicked Barbie also partnered during the NFL’s AFC Championship Game on Jan. 22 with a 30-second spot called off in January, Barbie has already with People magazine for “Doctor.” The effort, from BBDO in San Francisco, shows a father and daughter seen its message resonate. its feature on the “World’s playing Barbie and features lines like, “I’m a typical man’s man” and “Sundays are The 30-second “Doctor” spot Greatest Dads,” another always football, and now that gets interrupted with a little Barbie time.” garnered 48 million views during unexpected partnership. the AFC Championship Game, How did this happen? Why was Barbie advertising during Sunday football? REVAMPING which exceeded the brand’s And what did the audience think? BRAND PERCEPTION expectations by 20 percent. A It all started with research. “Barbie exists to help girls fulfill their limitless TAKES TIME second spot, “Teacher,” which ran potential,” said Matt Miller, CCO of BBDO in San Francisco. “Once we saw the Barbie has seen small during the Grammys garnered 26 research [from Barbie’s partnership with Wake Forest University] that proves the shifts in sentiment from million views while digital work more involved a dad is in his daughter’s imaginative play, the more he contributes to the work, but the team has nabbed 16.8 million views. her real-life development, we knew dads had to be a part of the brand’s narrative.” recognizes that “brand perception often doesn’t change overnight,” said BARBIE Chidoni. “There is a 94 48 26 16.8 perception of Barbie that BY THE is evolving ... We want to make sure that people’s NUMBERS Total of 94 million 48 million people 26 million people Digital view of the Barbie brand is views across saw BBDO’s “Doctor” saw the second spot, campaign one of Barbie today and not broadcast, digital spot on the AFC “Teacher,” during has of Barbie of yesteryear.” and in-theater Championship Game. the Grammys. generated advertising from Those ratings exceeded Ratings exceeded 16.8 million the end of January Mattel’s expectations by expectations video views to now, per Mattel. 20 percent. by 18 percent. to date.

8 MARCH 13, 2017 | ADWEEK TRENDING

podcast Lore, which delves into the stories behind local folklore tales. GO TO VIDEO Since it launched in 2015, Lore Popular podcasts are episodes have been downloaded jumping to the small screen. 50 million times. Later this year, Amazon Studios will release a series based on the podcast. “People love to say they discovered something,” said Conrad Riggs, the head of Amazon Originals Unscripted. “These aren’t marketed like other movies or TV shows. People take ownership over this discovery and then share it with their friends.” Some podcasts, like My Brother, My Brother and Me (hosted by brothers Justin, Travis and Griffin McElroy), have been around for more than a decade. In February, the first season of a new show based on the advice-focused podcast was released on Seeso, a streaming comedy Pod people Amazon Studios is releasing channel owned by NBCUniversal. PODCASTS My Brother, My a series based on Lore. “There isn’t a TV show like ours Brother and Me co- anywhere,” explained Griffin McElroy, hosts Travis, Justin the youngest of the three brothers. andGriffinMcElroy “And that’s not bragging. If there had CASTING been one, it wouldn’t have taken us two years to figure out how to turn a podcast likes ours into a TV show. It’s AWIDENET not a cookie-cutter process at all.” Some of Seeso’s biggest shows have come from “podcasting OFFERING CREATIVE IDEAS AND DEDICATED geniuses” like the McElroys, said Evan Shapiro, head of Seeso FOLLOWINGS, PODCASTS HAVE BECOME A and evp of digital enterprises at SOURCE OF INSPIRATION FOR TV EXECS. NBCUniversal. While he recognized BY SAMI MAIN that developing a podcast into a TV show can often feel like a risk, with the McElroy brothers and their team, In 1950, CBS convinced comedian psychological thriller Homecoming, “it didn’t feel like one,” he said. LucilleBalltobringherradioshow, which starred actors Catherine “Podcasts are ‘friends in your Zach ears,’” added older brother Justin. My Favorite Husband, to TV, giving Keener, Oscar Isaac and David Braff lifetoILoveLucy.Ifaradioprogram Schwimmer. (Mr. Robot creator will star “You’re not going to listen to a podcast can make the leap to TV and become SamEsmailisalsoattachedtothe in the as a group, so it’s one of the most oneofthemosticonicsitcomsever, project.) And most recently, the StartUp intimate mediums.” pilot. who’stosaypodcastscan’tdothe episode“ManofthePeople”from Ultimately, it’s that personal same thing? Gimlet’sReplyAllpodcastwas intimacy that makes podcasts so Infact,agrowingnumberof announcedasaRichardLinklater valuable compared with other types of podcastsarepoisedtodojustthat. projectstarringRobertDowneyJr. source material. Recently,fivepopularpodcastswere “We think of ourselves as an “You start to form a relationship announcedasupcomingTVshows incubator for great intellectual with podcast hosts just by listening to or films. Although the medium has property for Hollywood,” said Chris their voices for hours at a time,” said existed for 20 years, more podcasts Giliberti, the head of multiplatform Andrew Frischman, digital associate arejustnowbeingrecognizedfor at Gimlet Media. “There’s a director at MediaVest|Spark. “That’s a theirpowerfulstorytellingand constellation of events that put powerful tool.” massive fan bases. podcasting on the map.” Companies can also benefit Gimlet Media, one of the best- According to Giliberti, podcasts from the podcast connection. knownpodcastingnetworks,isbehind such as Serial and WTF With Frischman encourages brands to three podcasts-turned-TV series. Last MarcMaronhavehelpedsolidify build a relationship with listeners by summer,Gimlet’sStartUp,apodcast themedium’sreputation.But advertising with a specific podcast (or abouttheoriginsofGimletMedia technological advancements and spinoff show) over multiple episodes andotherventures,wasoptioned ease of streaming were the keys to for a long-term reward. “Creating a TV show based on a forapilotbyABCwithZachBraff expanding its popularity. Comedy Bang! Bang!, now airing asthelead.InDecember,Universal “Once the technology caught up, on IFC, is based on the podcast. podcast is no riskier than using a book Cable Productions announced that storytellersdecidedtheycouldput or other intellectual property,” he added. it had purchased television rights more effort into what they created,” “Regardless of the medium, niche source materials can become empires.” POD PEOPLE: MY BROTHER, MY BROTHER AND ME; BRAFF: GETTY IMAGES to Gimlet’s first scripted series, the saidAaronMahnke,creatorofthe

ADWEEK | MARCH 13, 2017 9 TRENDING

FORACAUSE Pledge To Make a Difference PROJECT WORLDWIDE LAUNCHES $1 MILLION CHARITY INITIATIVE FOR ITS EMPLOYEES. BY KATIE RICHARDS

ow more than ever young For the kids people want to give back. A PoP provides access to recent study from Omnicom education by building schools. Group’s Cone Communica- tions points out that 70 per- cent of millennials will spend more with brands that support charities. It but also many count nonprofits as some ability to attract and retain talent. “People makes sense then that more companies and of their closest clients. One shop, Boul- are really passionate about giving and agencies are finding ways to donate time der, Colo.-based School, for example, got giving back. They want to be part of a and money, support local communities and its name after partnering with Pencils of company that not only does that, but also show their employees they care. Promise—an organization dedicated to supports them in giving back,” said Miller. Independent agency network Project giving children around the world access Stuart Sproule, president, North Ameri- Worldwide, which includes Argonaut, Pitch to education by building schools in coun- ca, for Landor, a branding consultancy that and Partners + Napier, has an ambitious tries as far flung as Guatemala and Ghana. over time has worked with many nonprof- plan to help local and national charities, Meanwhile, Argonaut works with Code its, agreed, adding, “People want to be part but also show employees that the network Tenderloin, a San Francisco-based group of a culture that actively [gets involved cares about more than just the bottom line. that helps the homeless find jobs and get with] the community it’s in and cares about On March 1, Project launched its ambitious off the street by teaching them to code. important causes.” Project Pledge program, with help from do- Another key benefit (and goal) for the Finding a way to support charities— nation platform Benevity, to match charita- network in launching this project is its whether through monetary donations ble donations for all of the network’s nearly or otherwise—also proves to clients that 2,000 employees. The group will match agencies are considerate and worthwhile donations up to $5,000 per employee, tax- partners, Sproule noted. exempt, pledging to donate an overall total Matching is one way to do it, but some of $250,000 to $1 million per year. agencies have gone so far as to donate a The Benevity platform tracks each portion of their profits each year to dif- employee’s donations, making it a relatively ferent organizations. Boulder, Colo.-based seamless process for the network to manage. ‘People want to be agency Voltage has promised to give 4 Plus it allows people to donate, say, $10 to percent of its annual profit to charities. one charity and $100 to another, picking and part of a culture The catch? The agency is asking its clients choosing among 100,000 registered groups to select charities they would like to see on their way up to $5,000 in donations. that actively [gets the money go to. Clients that have given the “Giving has always been part of Proj- involved with] the agency more business over the years will be ect’s DNA,” said Eva Miller, svp of human delegated a larger portion than others. resources at Project. “I couldn’t be more community it’s in “All of our clients have charities they excited. It’s really come top-down from support,” said Eric Fowles, Voltage’s Robert Vallee Jr. [chairman and CEO of and cares about founder and CEO. “So for us to be able to Project Worldwide].” give them an extra $1,000 or something at Not only do the network’s dozen agen- important causes.’ the end of the year for those is something cies encourage employees to volunteer, Stuart Sproule, president, North America, Landor we are all really excited about.” 10 MARCH 13, 2017 | ADWEEK HEADSHOT: ALEX FINE understand and embrace. understand can consumers that message in apowerful resulting collapse, colony bee stemming of cause the and brand the between made be can connection aclear pollination, bee by impacted are flavors Häagen-Dazs the of half under just that explaining By honeybees. and cream ice between connection irrelevant seemingly Häagen-Dazs’ Take example for Staples and education. or environment, the and Patagonia like understand, to easy are Some decision. haphazard or arandom than more as appear should acause and for-profit a between ground common The nonprofit: and brand the for results beneficial create to guidelines quick afour are Here money. makes it consciousness; social build than more does it nurtured, and well-executed planned, is acampaign when that seeing are marketers increasingly And science. of abit and art of abit requires authenticity. of lack overall just or implementation poor to itself apparent relationship with the cause no having forms—from many take can Misses spectacularly. failed have some that noting worth it’s causes, specific to themselves attach marketers as But consumers. retaining and attracting in conscious” “socially being of value have the marketers learned muscles, buying their flexed have millennials as particularly and decade past the Over BY ANDY SEMONS LINE. BOTTOM THE THAT IMPROVE CAN CAUSE MARKETING SCIENCE OF AND ART THE BALANCING FOUR WAYS OF Thing (Brand) Right the Do ADWEEK 1. Make the apparent. synergy O Now contrast that example example that contrast Now explained. be to need others Still well marketing cause Doing PINI | AC 3 2017 13, MARCH ON serve a higher purpose produce better better produce purpose ahigher serve that brands building Pritchard, Marc officer building brand and marketing countries. in58 tetanus neonatal eradicate to vaccines provide to Unicef with partners Pampers by disasters. natural the globe that have been devastated around areas to clothes clean brings Hope of Loads Tide’s example, For long-term cause-based initiatives. into values brand the extend to ways natural for looks it brands, develops &Gamble Procter when And 1985. todonations since behavior consumer nonprofit linking been has AmEx old. years 40 over is House McDonald nothing new this—Ronald about There’s act. they how of component and have made it an unwavering DNA their into right marketing cause baked have brands successful Many view. Take2. along-term poorly. done initiative cause veiled athinly and “pinkwashing” of example an is it “frack-for-the-cure,” as known projects across the country. Better fracking new 1,000 launched it while Month Awareness Cancer Breast for pink bits drill giant its of 1,000 painted Hughes Baker research). for funds (and cancer breast about awareness raise to Komen G. Susan with partnered Hughes Baker when as one, executed apoorly with According to P&G’s global P&G’s to global According VOICE this “a cause that clearly resonates was only not Kmart, to According employees. Kmart of zeal the to due was this of much And success. unparalleled an was initiative the aretailer, as struggled has Kmart that fact the Despite in 2014. Jude Children’s Research Hospital St. for million $22 raising Kmart’s it. recommends employee purchase/donation ifcause-related an ina participate to likely more are they indicated consumers U.S. of percent) (70 majority asignificant where retail in true especially is This cause. the for evangelists become they because but own, their on contribute may they because just not campaign, marketing cause asuccessful of component program. marketing other any with you’d take rigor and effort of amount same the taking about It’s activation. external as important as just becomes and accelerated is adoption internal to motivate employee participation, empowered are who ambassadors brand internal identifying and seeking By company. entire the activating and engaging by internally starts cause out. inside the from talk the Walk 3. growth. sales double-digit delivered consistently have Tide and Pampers like Brands results. business A prime example of this is is this of example A prime asignificant are Employees The CMO’s commitment to the the to commitment CMO’s The brand attribute. attribute. brand a becoming is it rather tactic; amarketing just longer no is a cause to increased purchasing. Supporting lead likely will that loyalty customer build and impact along-term make to opportunities tremendous are there brand, the and mission between acorrelation identifying and cause the with values core afor-profit’s aligning year. following the increased actually sales and revenue but longer, clothing their keep consumers did only Not clothing. second-hand sell to store Ore., Portland, its of section a out carved and blog Wear Worn the on stories their share could garments, worn fix to how learned consumers where events actual created also Patagonia environment. global the on increases stress consumption continued because purchases their reconsider to customers asking ad an friendly—to environmentally are that products lasting making proposition— value its tied which channels. other and media social via trove treasure apublicity becomes and cause the to commitment abrand’s validate to serves care you saying just beyond go that commitment. 4. Demonstrate real-world campaign.” the about shoppers our educating and reminding consistently associates were as dedicated as ever, Kmart but customers, and members Your Way Shop Kmart our with By strategically and thoughtfully thoughtfully and strategically By Patagonia, is example A great partnerandstrategicplanning okdwt aynonprofits. many with worked partneratInterplanetary,an detsn gnyta has that agency advertising nySmn safounding a is Semons Andy Twitter Base li ofame to Claim Sp Creating connections @IPNYTweets e York New ecs 11 DATA POINTS Social Do-Gooders WHAT CONSUMERS REALLY THINK ABOUT CAUSE MARKETING. BY EMMA BAZILIAN

With social activism on the rise, more brands are aligning themselves with philanthropic causes in hopes of burnishing their reputations—and their bottom lines. But while a simple donation to charity might have sufficed in decades past, today’s younger consumers expect brands to go above and beyond when it comes to supporting different causes, according to a new survey of 1,000 U.S. adults conducted by marketing research firm Toluna. “Simply doing good is not enough; brands that wish to reach millennials through cause marketing must create a personal connection,” explained CEO and co-founder Frédéric-Charles Petit. “As the purchasing power of millennials expands, brands will need to give greater attention to carving out a corporate social responsibility platform that consumers can identify with.”

Optimism About Choosing a Cause Cause Marketing Hunger, homelessness or Domestic causes were medical relief ranked as the more popular than most popular causes for international ones. On average, respondents When it comes to how a brand supports a brands to support. thought that brands cause, the majority of people would rather supporting causes was a have the brand donate money directly. Q: Do you prefer brands to great way to bring attention support causes impacting to important issues, while Q: Which, if any, of the few saw it as an inauthentic Q: If a brand is going to following causes do you people domestically or way to make more money. support a cause, which think brands should internationally? method appeals most to you? support? No preference 1. Donate some portion of their 1. Hunger, homelessness Q: Select the statement revenue to a recognized charity. or medical relief 26% that best describes your 2. Education feelings about brands 2. Integrate the cause into their Domestic supporting charitable business strategy (like TOMS 3. Environmental sustainability donating shoes, or Warby Parker and wildlife protection causes. 61% donating glasses). 4. Animal rights 1. I think it’s an inauthentic 3. Promoting awareness through an 5. Women’s rights move to get more customers and advertising or marketing campaign. and empowerment more money. 4. Use their visibility to publicly 6. Policy change (groups like 2. I think it’s a great way to bring discuss important issues they would the ACLU, Planned Parenthood, attention to different national like to solve (such as a CEO making NRA, etc.) or global issues. a public statement on a policy issue). 7. Religious charity International 3. It depends on whether 5. Other 13% or not I agree with the cause. 6. I don’t think brands should 4. I don’t really think about it that support causes. much; it doesn’t matter to me. 1 56% 2 54% 1 53% 3 45% 1 16% 2 39% 4 42% 2 46% 3 33% 5 33% 3 24% 4 25% 6 20% 4 14% 5 1% 7 19% 6 6%

12 Cause Marketing The Generational and Shopping Habits Divide

Millennials were likelier to be skeptical toward Nearly two-thirds of Half of people surveyed But more than half of brands supporting causes. respondents said that they were likelier to purchase respondents also said they regularly or sometimes from a brand that supported would be less likely or much actively sought out brands a cause they believed in. less likely to purchase from a CAUSE MARKETING that support certain causes. brand that supported a cause IS INAUTHENTIC they DIDN’T agree with. Q: Do you actively seek Q: If a brand supports a out brands that donate cause that you agree with, Q: If a brand supports 20% 16% 10% to certain causes? what impact does that a cause that you DON’T have on your willingness agree with, what impact No Yes to purchase? does that have on your 35.5% 36.5% willingness to purchase? 1. I would be much more likely Millennials Gen X Boomers to purchase. 1. I would be much more likely 2. I would be more likely to purchase. to purchase. 2. I would be more likely 3. It has no impact on my to purchase. purchase. 3. It has no impact on my However, millennials were far purchase. more inclined to seek out brands 4. I would be less likely that align with causes than any to purchase. 4. I would be less likely other generation. 5. I would be much less likely to purchase. to purchase. 5. I would be much less likely to purchase. I MAKE AN EFFORT TO PURCHASE FROM BRANDS Sometimes THAT ALIGN WITH CAUSES 28% 1 19% 1 7%

2 32% 2 5% 49% 34% 13%

3 29% 3 35%

4 9% 4 26%

5 12% 5 27% Millennials Gen X Boomers

Millennials also demonstrated the most willingness to change their behavior in order to support a brand aligned with a cause.

Q: How would you change your behavior in order to ensure money from your purchases goes to causes you support? % (Select all that apply)

Millennials Gen X Boomers

49 45 47 37 39 32 30 29 21 15 12 6

I would be I would be I would be Nothing. willing to willing to willing to I don’t think spend time pay more for sacrifice on about what researching products. the quality causes brands to of the brands see what products. support causes they when I support. purchase.

Source: Toluna Illustration: Carlos Monteiro 13 COVER STORY 2012 LOGAN TOD, ANT’S EYE VIEW

2013 BGT, INTUITY

2014 The STAMFORD PwC INTERACTIVE, CUNDUS, OPTIMAL EXPERIENCE

2015 CONFIDENTIAL, NEALITE, Big CINOVATE 2016 POND, EVERETT, OUTBOX GROUP

2012 RYAN PARTNERSHIP, HYPER Bang MARKETING

Global consultancies Epsilon are rocking the agency world, creating a new

universe of offerings 2014 FLOW that meld marketing 2013 MONITOR DOBLIN, DAEMON QUEST, BANYAN BRANCH, DIGICON, and technology. NEKOJARASHI BY DAVID GIANATASIO 2012 UBERMIND CONSULTING AND IT GIANTS BUY 2012 ELOQUA, THEIR WAY INTO THE AGENCY GAME INVOLVER, Some notable acquisitions and strategic moves in the VITRUE creative/agency/marketing services space in recent years Oracle 2013 RESPONSYS, COMPENDIUM

2015 AD.DIALETO, CHAOTIC MOON, PACIFICLINK, BRIGHTSTEP, REACTIVE 2014 2013 2016 DATALOGIX, FJORD, KARMARAMA, BLUEKAI ACQUITY IMJ GROUP

2015 2016 MAXYMISER FORMED PARTNERSHIP WITH DIGITASLBI TO FORM DIGITASLBI OSG TO LEVERAGE ORACLE’S CLOUD TECHNOLOGY FOR MARKETING CAMPAIGNS. 2017 SINNERSCHRADER Accenture *PENDING REGULATORY 2016 APPROVAL VERYDAY

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2015 LRA, Adobe ALERT GROUP, 2016 DIGITAL ONE, HEAT, STRATOSFERA, TELNEXT, MOBIENTO, USELAB, MASHUP QUALITEKNA, JINJA, SIXTREE, THE EXPLAINERS IBM

2014 2017 OLSON, RED MOSTRA, PLANET CITYTECH

2016 APERTO, ECX. IO, BLUEWOLF, RESOURCE/ AMMIRATI, WEATHER Deloitte ICF COMPANY’S DIGITAL Int’l. ASSETS n the waning weeks of 2015, you wind up having these conversations with clients Mike Barrett, president of San where the client is like, ‘Hey, what do you know about Francisco agency Heat, and X industry in China?’ And it turns out you’ve got an his partners, John Elder and entire practice in that industry, in that country, led by Steve Stone, faced the biggest well-respected experts.” decision of their careers as As digital ad spending continues to grow—eMarketer they mulled acquisition op- projects a rise to nearly $305 billion in 2019 from $230 tions for the shop, which, true billion this year—industry watchers predict the trend of to its name, had grown to rank consultancies buying up agencies will only accelerate. among the hottest indepen- “As marketing becomes more front and center for C- dents in the business. suite executives, there is a move toward providing a more Should they join one of the holistic approach that includes both marketing and con- global agency holding compa- sulting,” says Seth Alpert, managing partner of mergers nies showing interest? and acquisitions firm AdMedia. “This leads to an oppor- That seemed like a logical tunity for consulting companies to expand their purview.” move for a group that had built a reputation for creative inno- DIGITAL TRANSFORMATION vation with high-profile cam- Along with a desire by consultancies to tap into cli- paigns on behalf of EA Sports’ Madden NFL franchise ents’ escalating digital marketing budgets, the ac- and a Star Wars: Battlefront reboot en route to being quisition trend reflects the ongoing transformation named Adweek’s Breakthrough Agency of the Year. of the business landscape as a whole, and provides a Ultimately, however, Barrett’s team chose to go in a blueprint for how consultancies and agencies will do diferent direction. business moving forward. Along with the usual holding-company suspects, a “The consultants’ bread and butter has traditionally diferent breed of suitor was knocking on Heat’s door. been large IT and business-transformation projects,” The agency was generating interest from big profes- says Julie Langley, a partner at Results International, sional services and IT consulting firms, which, in re- an M&A and fundraising advisory firm. “But, increas- cent years, had begun buying shops to build out their ingly, these types of projects have ‘customer experi- marketing-focused operations and gain a larger slice ence’ at their center. In other words, ‘How do I improve of the client pie. the experience my customers get whenever and howev- Accenture, Deloitte, IBM, KPMG, McKinsey and er they interact with my brand? How do I onboard new PricewaterhouseCoopers rank among the most aggres- customers in a way that’s as easy as using Uber?’ This sive players, and Heat believed that a union with such skill set has historically been owned by agencies ofer- a firm ofered clear advantages. “Our view was, four or ing disciplines such as UX, design, creativity, customer- five years from now, in terms of client technology strat- centric data analytics and customer engagement.” egy and advertising strategy—there’s not going to be If Accenture, Deloitte, PwC and others don’t acquire any daylight between those two things,” says Barrett. these skills, “they will slowly see their core revenues “So, when they called, we knew who was calling, and eroded by others who do,” Langley says. why, so we were pretty excited.” In February 2016, the 112-person agency joined De- loitte’s expanding digital operations that now employ 15,000 stafers worldwide. In addition to Heat, shops such as Polish agency Digital One, global consultancy Daemon Quest, innovation practice Doblin and user experience (UX) designer Flow have signed up, helping Deloitte Digital boost its global revenue 32 percent year ‘As marketing over year to $3.1 billion. For Deloitte, integrating branding and content ex- becomes more pertise with core strategic oferings such as financial and technology services, data analytics and customer front and center segmentation makes the company a more valuable partner to current and prospective clients. “Now, you for C-suite basically have this little package under one roof to help executives, there is a move deliver on clients’ ambition to ‘future-proof’ them- selves” and take on all challenges in the marketplace, toward providing a more says Andy Main, head of Deloitte Digital. For Heat, the union represented the chance to holistic approach that work at greater scale and address issues at the heart of global business. “Deloitte just engages across a broad- includes both marketing er set of client touch points” than agency firms like WPP, Omnicom, Publicis and IPG, Barrett says. “It’s and consulting.’ Seth Alpert, managing partner of M&A, AdMedia bigger than any holding company by quite a bit. So, GITTINGS PHOTOGRAPHY ALPERT: 16 MARCH 13, 2017 | ADWEEK COVER STORY

In a sense, experts say, data is in the driver’s seat. LG Calls On Heat Agencies lust after the deep, actionable consumer in- formation collected through decades by the big consul- For Global Campaign tancies.Meanwhile,theAccenturesandDeloittesofthe Deloitte agency Heat is in the midst of shooting a global handset launch of the LG G6, which is expected to take on Samsung world want their data to work harder and generate new and iPhone 7. The marketer’s long-standing ties with Deloitte revenuestreams.Thesegoalsintersectforbrandsseek- allowed the Heat team to leverage ingtoproducecampaigns,eventsandpointsofcontact sales data, customer-preference information and competitive (digital, in-store and otherwise) that foster one-to-one assessments to fashion relationshipswithcustomers,sellproductsquicklyand a winning pitch. eiciently,andkeepbuyerscomingbackformore. “Brandsarenowcreatedbyaseriesofconnected— or often disconnected—experiences [consumers have] withacompanyacrossmultiplechannels,”saysBrian Whipple, senior managing director of Accenture In- teractive. “This requires a new level of connectiv- itybetweenmarketing/creative,businessanddigital/ technology. So, clients are coming to us looking for the merger of these three worlds.” Towardthatend,Accentureinthepastfewyearshas grown its operations to include 36,000 design and cre- ative professionals worldwide. Notably, last November, Accenture acquired 250-person London creative shop Karmaramainadealsomemediaoutletsestimatednorth of $60 million. And just last month, the firm made one of its biggest buys yet, adding 500-person German digital shop SinnerSchrader to bolster its capabilities in custom- er experience design, ecommerce and mobile marketing. So,it’snotjustaboutadvertisinganymore—al- though media-driven outreach remains a key com- ponent.Otheritemsofinterestincludetheabilityto design customer transaction platforms (think: order- ingfromaclientwebsite),codingchopstomakethe technology involved in such endeavors eicient and the agency you’d hire to do your Super Bowl ad. Instead, reliable, and data mining to generate leads, find pros- we want to infuse creativity into everything we do.” pects and hyper-target or fine-tune campaigns. Experts say old-school ad players should be wor- Thoughcreativitycomesintoplayacrosstheboard, ried—very worried—because consultancies’ digital “wearereallynottalkingaboutcreativeinthetraditional marketing units are beginning to win business and pro- campaignsense,”saysWhipple.“We’renotaimingtobe duce notable work that clients would previously have assigned to agencies belonging to holding companies. For example, Barrett credits Deloitte’s acquisition of Heat for generating a major project from one of the world’s leading consumer electronics firms. “We’re in the middle of shooting a global handset launch for LG for their new smartphone that’s going to take on the iPhone7 and Samsung,” he says of LG’s flagship G6 phone. “It’s going to run in a number of diferent coun- DIGITAL tries, and that came to us through Deloitte. That wasn’t AD SPEND one where LG picked up the phone in Seoul and called 2019 an agency in San Francisco.” FORECAST Heat had no previous relationship with LG, but the marketer’s long-standing ties with Deloitte allowed Barrett’s team to leverage sales data, customer-prefer- $305 ence information and competitive assessments to fash- $230 BILLION ion a winning pitch. His team wouldn’t even have been BILLION considered without that advantage, he says. Conversely, Deloitte might not have added the work from LG, de- As digital ad spending continues to grow—eMarketer spite its status as a key client vendor, without bringing projects a rise to nearly $305 the creative energy of Heat to bear. 2017 billion in 2019 from $230 billion this “When we first met Heat during the pitch process, we year—industry watchers predict the knew they were a great fit based on their work,” says Suy- trend of consultancies buying up agencies will only accelerate. oung Kim, LG’s global marketing vp. “With the added insight from Deloitte about our business, and what we ADWEEK | MARCH 13, 2017 17 18 in rhtc n raetetosta ilcag the change will that tools the create and architect sign, tionandtechnologyoicer.“Theyhelpusideate,de-thebrand,”saysBartButler,theclient’schiefinnova- cre- sense. traditional highly the in tising Though skin. brand’s ativeonseveralfronts,itdoesn’tconsistofanyadver- the beneath deeper digitalservicesarmforEuropeanWaxCenterdigsevenhelpingthemimproveitforthingslikehomedelivery.” actu- “We PapaMurphys.com. allyrunthatplatformforthem,”saysMain,“andwe’re of reboot strategy, the on the centered handled Deloitte at technologyandback-enddevelopmentofaninitiative others while ponent, o havingtomaketheproductherself,”saysMain.Workingthekitchen[ofoven-bakedpizza]withoutthehassleofcase,shelikesthebenefitofhavingthelovelysmellinthemillennialmomwasthekeybuyerbecause,inthis Digital.” Deloitte of capabilities digital and ence tising capabilities of Heat joining up with the experi- adver- and communications marketing branding, the of example good “It’ssible,” avery Deloitte’s says Main. pos- of what’s microcosm at home, the “shows bake to for shops pies at customers its preparing in specializes which for Pizza, PapaMurphy’s recipe the Elsewhere, RIGHTIN BAKED BRANDING weneed.” getwhat to of several instead business one with byworking resources and time save able to are We helpful. extremely is strategy marketing and egy strat- business our between connection The seamless. is workflow “The hesays. ano-brainer, was launch for the Heat tapping marketplace,” the in doing already were htisgt ethle aho h raiecom- creative the fashion helped Heat insight, that f which lives on the Salesforce Cloud. Cloud. Salesforce the on lives which platform, relationship customer OneStrut company’s the implement to PwC tapped Center Wax European Client Digital PwC “PwCcomesinforustomakethebrandbehindAsapointofcontrast,workperformedbyPwC’s that out “figured Deloitte data, through sifting After COVER STORY and associates alike.’ experience for our guests that will change the brand officer, European Wax Center Wax European officer, Bart Butler marketing and sales—that sales—that and marketing experience and CxO global Clarke, shop, David says the in tomers consulting cus- with arelationship” build eyeand eyeto engage conversations, real have and atablet with around walk leader able to they’re next, click to button what wondering at PwC. “That resources. human and marketing becomes sales, in projects budgeting and for planning (ERP), planning resource enterprise and customers with tions passes CRM, POS, encom- Cloud, Salesforce on the lives which anOneStrut, interface for platform. Wax’s OneStrut components for European directall communica- implementation the arole played of in has PwC fact, In alike.” associates and for guests our experience brand ihtioe eiercmedtos”h says. he recommendations,” them recipe provide tailored and with profile flavor personal their about more withonlineinsighttoolsthathelpconsumersunderstand “adoptscognitivetechnologyforuseineverydaycooking,KnorrfoodsandbeveragesdivisiononaprojectthatvpandEuropeanleaderofIBMiX.thinkingtosolvebusinessproblems,”saysMattCandy,anopportunityforappliedcreativethinkinganddesigndimensiontoitsofering.“Werecognizethisspaceas impressive design-focused an properties, adding digital branding Company’s Weather with The Resource/Ammirati, and along firm ecx.io, and Bluewolf Aperto, shops inamajorway.Lastyear,BigBlueabsorbedinteractiveandOracle,IBMhassteppedintothemarketingarenathead-techspace.AlongwithitsITpeerssuchasAdobebuildbrandloyaltyisattheheartofIBM’spushintoUsingtechnologytomakecustomersfeelspecialand FACTORS WOW h utmrsd,te ellk hyr en providedwithanassetthatnobodyelseisgivingthem.” being they’re like feel from they side, And customer cost. the the in reduction a stakes, the in duction isnoneedforlengthytraining,”Clarkesays.“It’sare- there smart, so and intuitive so money. and “It’s easy so B hpe pa nie“lvrPolr oquiz to Profiler” “Flavor online an up whipped IBM Notably,Candy’sdivisionteamedupwithUnilever’s “Instead of the associate looking at a computer and at acomputer and looking associate of the “Instead What’s more, this implementation saves the client implementation the saves this more, What’s , evp, chief innovation and technology technology and innovation chief , evp, create architect and ideate, design, ‘[PwC helps] us is marketing and sales.” and marketing the tools MARCH 13, 2017 13, MARCH

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It’s So On! users about their likes and dislikes and generate Knorr Advertisingcompaniesarebuildingouttheirownconsultancy recipe recommendations accordingly. And, ultimately, businesses to better compete for digital dollars. thebrandattemptedtomatchuppeoplebasedontheir fondness for similar flavors. Approaching 110 million AsconsultingandITfirmscontinue to broader consulting on marketing design.” views to date, the resulting #LoveAtFirstTaste video— acquireagenciesandaddmarketingservices, At IPG-owned R/GA, Saneel Radia—one of crafted by IPG shop MullenLowe—helped generate 1.2 traditional advertising companies have begun Adweek’s Young Influentials for 2016—leads million clicks from viewers who wanted to sample the to fight back by launching practices to provide a similar-size practice, which grew out of Profiler for themselves. business-transformation counsel to help theshop’sworkwithNike+,andlaunched “Whenyoustarttothinkaboutmarketingholisti- clientsmoreeffectivelycompeteforcustomer asadedicatedunitfiveyearsago.Currently, callywithadialogueacrosstouchpoints,human-cen- dollarsinthedigitalage. theteamisworkingwithCampbellSoup tered design comes to the forefront,” says Candy. “We “Marketersarekeentoremaininnovative to identify emerging consumer shopping believe in creating beautiful outcomes which serve and future-focused, so having consulting behaviors and recommend steps the apurpose:theengagementneedsawowfactorwhile solutionsavailablehelpstoensurethey’re marketer should take to more effectively solving customers’ problems in a seamless experience.” always one step ahead of disruption stemming meetthechallengesofanevolvingglobal Accordingtoexperts,asestablishedmarketersface from technology and consumer change,” landscape. Such an undertaking “isn’t just says Richard Hartell, global president of communications,”hesays.“It’sashiftin increasing pressure from nimble newcomers such as transformation at Publicis Media. howyouthinkaboutdata,ashiftinhow Airbnb,Jet.comandUber,they’llcontinuetoseekout The media arm of the Paris-based yougotomarket,ashiftinessentiallyyour that “wow factor” by leveraging consulting, technolo- holdingcompanyistakingatwo-pronged business model. At its core, your entire value gyandcreative.“Thisiswherethebig-moneyprojects approach. Its $3.7-billion acquisition of propositionistohelpC-suiteclientsinnovate.” Sapientin2014addeddigitaldesignand Though agencies have made strides relatedservicestothefold.Twoyearslater, in the consultancy arena, some experts Publicis Media launched its global business believe the ad business isn’t putting any

‘Helping clients transform Accenture Interactive BMW’s augmented reality visualizer on Google Play is core to what we do, not offers a new level of connectivity that brings together a new experiment.’ marketing, creative, business and technology. Saneel Radia, global head of business transformation, R/GA

transformation practice. As an example of real pressure on the global giants just yet. tangible value, Hartell points to the group’s For example, industry adviser Avi Dan new “Predictor” study, an analysis of how AI, dismisses most agency initiatives focused evolving payment methods and seamless on business transformation as “usually shopping will impact banking, cars, just a couple of people [on staff] to give the consumer electronics and other sectors in impression that they are ‘beyond advertising.’ the next five years. He also cites work for an I think the so-called trend will continue undisclosed client that involved “an in-depth because agencies are hungry for added audience insights project with a panel of revenue. But these services are bottom over 200 participants.” As a result, the client feeders—they are not competing with “was better able to understand granular McKinsey or Accenture and will disappear as behaviors of millennial consumers within soon as the agency goes through cuts.” specific sites and across different devices,” 360i’s Maicon views developments he says. “This led the client to invest in new differently. “Traditional consultants are digital channels and change their content valuable thanks to the myriad analytical strategy for paid social activity.” frameworks they bring to the table, but Though digging deeper into client budgets tend to have a superficial relationship to the aregoingtobeoverthenextfewyears,”saysindustry sounds alluring, experts caution agencies transformative power of creativity to shape adviserLangley,whobelievesthatfurtherdisruption to proceed with care and cultivate a clear client’s businesses, as they lack hands-on will surely follow. understanding of the craft, along with the experience in this respect,” he says. “Great “TheacquisitionsofKarmaramabyAccentureand vision to integrate new disciplines across agencies have played a large role in the HeatbyDeloitteshowtheyareseriousaboutgoingafter the enterprise. “Thinking about consulting evolution of brands’ business for decades, creative,”shesays.“Then,quitelogically,weshouldask as merely another service offering seems and that should not be discounted. Plus, we a bit opportunistic,” says Lee Maicon, chief move more quickly and cost-efficiently than ourselveswhethertheywouldmakethemoveintome- strategy officer at 360i, where he leads a traditional consultants.” dia buying.” She adds, “Advertising spend represents a dedicated 50-person practice. Maicon joined Radia adds, “I believe helping clients $500 billion market annually, and that’s a big pie to go the Dentsu-owned agency in 2010. “That transform is core to what we do, not a new after.I’dbesurprisedifconsultanciesdon’thaveitin same year,” he says, “we began counseling experiment. What’s changed are the tools, their sights in some shape or form.” brands on how to organize and prepare rigor, consistency and ambition with which Withmegabucksatstake,lookfortheglobalconsult- for social media, and that has evolved into we do it.” —D.G. ingandITgiantstoacceleratetheirowntransforma- tionsbymakingevendeeperincursionsintoterritory

BMW AUGMENTED REALITY: COURTESY ACCENTURE INTERACTIVE traditionallyheldbyagenciesandholdingcompanies. ADWEEK | MARCH 13, 2017 19 T 20 Obamacare, the stakes could be higher higher be could stakes the Obamacare, administration’s to overhaul plan new the with And DMAs. 112 to total its year, this bringing markets new 60 than more into strategy funnel. sales the down further are or plans coverage for look to beginning are they whether and instance) for director, HR versus owner (business position geography, their to according content online and advertising digital with prospects targeting improved has It ago. years afew to compared marketing digital its from results sales the times 11 getting is Aetna point, this reach to years three took it Though Neustar. and &Bradstreet Dun Xaxis, like players data on leaning also and Marketo with chiefly game, cloud marketing its upping started it Then fraud. bot to due not than often more clicks— empty for paying often was provider healthcare the sector, business inthe seekers insurance on leads qualified getting of instead But traffic. web drive to ads programmatic of dose aheavy using was Aetna recently, Until revenues. big reap can systems and ad-tech (advertising technology) mar tech (marketingbased technology) cloud- embracing how for example is.” buck the for bang biggest the where You start layers. other the through way your work and layer one with start to got “You’ve Care. Accountable Aetna for communications marketing of director Cutter, Dana comments solution. asimple being for known not it’s better—although get only to appears forecast the And Salesforce. and Oracle Adobe, Marketo, of likes the with working investment, on returns greater of warmth sunny the in basking they’re cloud, inthe clarity only finding not are spectrum the across Advertisers itself. for name H CLOUDS THE IN SEND MARKETING SERVICES. SERVICES. MARKETING ADVERTISERS MAKE IT RAIN WITH SOPHISTICATED MAR TECH Aetna plans to implement the the implement to plans Aetna astrong offers team Cutter’s ocean,” the boil “You cannot cloud, could stand to find a new anew find to stand could cloud, marketing the ecosystem, brand inthe thing hottest he BY CHRISTOPHER HEINE BY CHRISTOPHER at the Dutch electronics firm, says says firm, electronics Dutch the at business and business-to-consumer global head of business-to- CRM, Federici, Marta using software. Oracle countries incertain marketing digital cloud-powered out rolling gradually been has Philips instance, For too. marketers, other for sales generating clicks.” the past anything do to seem doesn’t or clicks bot of alot drives that away from that generic programmatic along—and them bringing us and them to pitching us of more It’s us. to pitch they how and Ogilvy] [with relationship the changed really “And that’s says. we providers work with,” Cutter management data the Neustars, the &Bradstreets, Dun the Xaxises, the toward agency] [the pushing approach. a cloud-centric with board on getting &Mather Ogilvy AOR his been has says, he important, or challenges. Equallyopportunities marketing rising on take to prepared it has tech on ramp-up recent company’s that his remarks Cutter Obamacare. post- market, the on back be soon may employers ofthousands American that believed widely it’s unclear, still are plan GOP’s the of implications the While December. through April from year every campaigns lead-generation runs which Aetna, for in2017 ever than CRM, b-to-b and b-to-c, Philips Federici, Marta business.’our transform to [digitally] two years ‘It tookus The latest mar-tech tools are are tools mar-tech latest The really is doing been we’ve “What global head of of head global why some researchers estimate that that estimate researchers some why illustrates and years inrecent off taken journey.” intheir are they whenever them meet and segments customer around message our orient “Let’s Cabela’s. and AMC Timberland, Hulu, GoPro, Purina, Hallmark, as such clients serve to Cloud Marketing Salesforce employs which DEG, of CEO Sharma, Neal says moment,” inthe first customer understanding they need to meet the finally just are “CMOs world. tech mar- inthe jour du phrase buzz the utilized.” fully be not will technology the then customer, the around to pivot to ready not is organization the if and etc., KPIs, process, people, to changes proper the make doesn’t company the “If Marriott.com. at marketing digital of vp Kauffman, Andy notes results,” such enable campaigns. app-install on inexpenditure drop percent 85 an alongside programs, loyalty consumers’ enrolling for cost inthe decline percent a62 results: Marriott’s into factors also Savings data. giant’s mar-tech the using channels multiple across content customizing ROI, lucrative its for cloud Adobe’s credits giant hospitality The Travel. for Ads Dynamic Facebook called program Facebook’s on spent dollar every for reservations in hotel back $33 getting is it estimates Marriott business,” she explains. our transform [digitally] to years two us took “It markets. insome growth revenue times four to up she’s seeing His Kansas City digital shop has has shop digital City Kansas His currently is experience” “Customer can’t alone cloud marketing “The investment? on return about What shampoo and magazines.”shampoo sell don’t “We says. Speranzo CVS,” ailments. unusual and diseases infectious cancer, for treatments in specializes which retailer, pharmaceutical the for leads qualified more driving data—is of acloud to fly—thanks the on messaging Custom weeks. inrecent SweetIQ firm mar-tech local with working after Maps Google via rate conversions-to-sales-lead percent 11.4 getting been has who Todd vp Speranzo, marketing Avella with them.” to out reach to just people to something mean to ability in the trade “They says. he better,” target to ability the for are they who forsaken have brands “Many overvalued. be can strategies data-based think who players industry longtime among is Keys, Brand consultancy brand completely different ads.” two see but game Chiefs City Kansas the watching be both We will too. targeted, be will TV then. do they’ll what sure quite not I’m years, four or inthree digital is business entire the understand don’t they “If Sharma. says agencies,” from looks disparaging afew get “We predilections. data its for DEG on down look creatives some inmillion this year. revenue $50 reach to expects It in2016. million $38.2 hit and employees, 216 has it 2011—today in during million revenue $10.8 generating staffers 82 just had DEG 2019. by $141 billion reach could spendingworldwide on cloud services “We aren’t like Walgreens or or Walgreens like aren’t “We well jibe doesn’t view of point That of president Passikoff, Robert growth, encouraging such Despite MARCH 13, 2017 13, MARCH

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Hot List: Digital CMTO Report Political Power Adweek kicks off its series of what’s Adweek’s Editors select the most tech Players “hot” with our list of the year’s most conversant CMOs in the industry. innovative digital products. It’ll be a look at how the industry is shaping With the Political Power Players list, this “new” C-suite position and where they Adweek honors media stars — who are fit in the exec landscape. breaking news and leading the national political conversation. Beyond the buzz, we’ll report on key metrics such as ratings and traffi c for these chart toppers.

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Steve Harvey, The Upfront Issue 2016

C C C 3/28 3/7 4/4 B She Runs It 2017 Changing the Game Awards (4/18)

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THE HEMP The Omega-3 fatty acids in hemp—which THE CREED Dr. Bronner’s gets from Canada, since Blind toward the end growingitintheU.S. of his life, Bronner is illegal—make the didn’t realize how soap smoother manywordsofhis andgiveitits “Moral ABCs” he’d amber color. crammedontothe label.Nowit’sthe brand’s signature.

THE SUDS Made with oils instead of fats, and three times more concentrated than other liquid soaps, Dr. Bronner’sproducesa BRAND NAME “velvety” lather that leaves no residue. Dr. Bronner’s HOW A GERMAN-JEWISH MYSTIC CREATED AN AMERICAN SOAP COMPANY DETERMINED TO CLEAN UP THE PLANET. BY ROBERT KLARA « Bronner dispensed advice—and liquid soap.

Empire of suds Emanuel Bronner (above, right) was a self-styled philosopher-mystic who urged all to put aside their racial and national differences and unite as one people. Today, the company is run by his grandsons David (above, left) and Michael Bronner, who have preserved their grandfather’s soap formula and his vision for a united world, as encapsulated by aphorisms like the one at right.

eadthelabelonmostsoapsand the ethos of the company (as Bronner you’ll find a few words about summarizes: “We have to realize our freshness and lather. But pick up transcendent unity across religious and a bottle of Dr. Bronner’s and you’ll ethnic divides, be responsible in our read this: “Whatever unites us is consumption choices and respect the earth”) greater than whatever divides us! and no small reason for the brand’s success. ... Only if constructive-selfish work, perfecting Dr. Bronner’s is a small, Southern first me, like every arctic owl-penguin-pilot-cat- Fast Facts California brand with 150 employees, yet its swallow-beaver-bee, can I teach the Moral ABC.” 1948 Bronner 2015 revenue came in at $95.7 million, a 126 ONNER’S It goes on. And on. Hundreds of these tiny, escapes from percent increase from 2011. The soap’s fans preachy, semi-coherent phrases cover every an asylum. (including celebrities like Lady Gaga and inchofthebottle.Allofthemaretheworkof $106m Revenue Marc Maron) swear by the stuf. Part of the late visionary Emanuel Bronner, a German- for 2016 reason is because Dr. Bronner’s is simply very Jewish soap maker who escaped Hitler, $7.2m Amount good soap: Free of artificial ingredients and thencametoAmericatopreachhisvision given to causes made with high-cost emollients like organic ofaunifiedmankind.Bronner’smystical in 2016. coconut oil from Sri Lanka, its thick and 186 Charities and rantings landed him in a mental institution silky lather leaves a signature tingle in one’s causes funded. (heescapedthat,too),afterwhichthegood nether regions that one customer likened to a doctor (who wasn’t really a doctor) started peppermint patty in her underwear. selling his family-recipe peppermint soap to But customers who buy Dr. Bronner’s are Pump up the glam finance his itinerant sermonizing—only to also funding the company’s determination Under the leadership of beginprintinghissermonsonthelabelonce to make the world—or “Spaceship Earth,” in the third generation of he realized people were more into his soap Bronner parlance—a better place. A Certified Bronners, the brand has expanded from bar and than his teachings. B corporation committed to fair trade and liquid soaps to a full array That was 1948. Sixty-nine years later, the organic farming, Dr. Bronner’s supports of personal-care products: MoralABCsofBronnerarestillonthebottles causes including living-wage initiatives, toothpaste, shaving andbarsofsoap,eventhoughhisgrandson immigration reform and cannabis legalization. soaps and hair creams. David Bronner, the company’s CEO (which, Activism, Bronner adds, isn’t something Organic, in this case, stands for “cosmic engagement fair-trade, the company does in lieu of marketing—it oicer”), realizes how preposterous it looks. non-GMO is the marketing. And so is that label, even Nevertheless, he says, “we’re never going to soap if you don’t read it. “It has an old-time change the label.” apothecary feel,” Bronner says. “It doesn’t

PREVIOUS PAGE: RAQUEL BEAUCHAMP; THIS PAGE: ALL PHOTOS: COURTESY DR. BR That’s because the Moral ABCs are look like anyone else’s label at all.” ADWEEK | MARCH 13, 2017 23 TALENT POOL

Curriculum Vitae Spotify 2012 - present Director of social impact

AOL 2009 - 2012 Worked in business and product marketing for AOL Advertising.

Google 2007 - 2009 Started as an assistant before becoming a marketing manager for branded entertainment and YouTube.

Job Profi le At Spotify, Steib plans platform-specifi c programs and live events focused on bringing artists, issues and communities together. “Artists have always been closely tied to social change,” she noted.

How She Got the Gig In order to expand Spotify’s values into actions, Steib DIRECTOR OF SOCIAL IMPACT developed a proposal that outlined the kind of work she’d like to be doing for the Kerry Steib company. “I explained how this could be H0W A SPOTIFY MARKETING EMPLOYEE BUILT impactful for us as A PLATFORM FOR CONNECTING ARTISTS AND abusiness,what CONSUMERS WITH SOCIAL CAUSES. BY SAMI MAIN kindsofprograms we could create, and whyitmadesensefor WhenyoufirsthearKerry megaphone for nonprofits for herself that would allow Duringthe2016election usasavalue-driven Steib’s job title, director of andsocialcauses. hertoturnthosecompany cycle, Spotify created a company,” she said. social impact at Spotify, She joined Spotify nearly values into actions. Now, programcalledClarify,which youmightthinkitentails fiveyearsagotobuildits three years later, Spotify has highlighted eight artists who Words of monitoring large social sales development team takenonsocialissuesfroma spoke out about different Wisdom mediacampaigns.Infact, before moving into product localleveltoanationalscale. social and political issues. she coordinates Spotify’s marketing. From there, she At its annual SXSW house, Theeffortwasintendedto For people looking global social good efforts and wasinspiredbytheworkand Spotifylastyearworkedwith educate Spotify’s young to start similar connects communities values that Spotify displayed local middle schoolers in U.S. audience about the programs at their of music lovers, artists asacompany.“Theybelieve Austin,Texas,tohelpbuild importance of voting. own companies, and activists. everyone should have access arecordingstudiotoaddto “Weknewwecouldn’t Steib recommends Earlier in her career, to music and the power that the school’s growing music just tell them to vote,” said identifying what the Steibworkedinmarketing musichasintheworld,” production program. Musical Steib. “We had to give them organization really at major companies like shenoted.“There’satonof artist BJ the Chicago Kid information and inspiration cares about. “It’s AOLandGoogle,where quality and inclusion right at even pitched in, with the surrounding these issues easier to narrow shelearnedhowtobuild thecoreofthecompany.” help of his fans, to paint and that felt urgent and personal down where, and scale while acting as a Steibpitchedanewrole customize the space. to them.” how, you can be

impactful,” she said. PHOTO: SCOTT GRIES 24 MARCH 13, 2017 | ADWEEK PORTRAIT

AGENCY Specs Who Tom True North Goosmann, CCO and co-founder; Steve Fuchs, CEO THIS SHOP IS HELPING NONPROFITS LIKE MAKE-A-WISH, ASPCA and co-founder What Creative AND DOCTORS WITHOUT BORDERS BREAK NEW GROUND IN agency CAUSE MARKETING. BY CHRISTINE BIRKNER Where New York and San Francisco Foundedin1994,creativeagencyTrueNorthhasbecomeanexpertinbringingnonprofitsintothe digitalera—andhelpingincreasedonationsasaresult.TheagencyhelpedlongtimeclientASPCAtransform itsmarketingfromoinetodigital,makingonlinethenonprofit’sNo.1fundraisingchannel.Its“OneMoment” campaign for Make-A-Wish America, which showed the positive impact of granting children’s wishes, increased thenonprofit’sdonationsby67percentandoverallrevenueby90percentin2016.Othernonprofitclients—which makeup50percentofTrueNorth’sbillings—includeDoctorsWithoutBorders,AmnestyInternationalandNo KidHungry.“Intermsofthecreativeprocess,itcomesdowntofindingemotionaltriggersthatwillcompelpeople toeducatethemselvesandaccumulateinterestthatwillleadtoparticipation,donationsorsharinginformation,” saidCCOandco-founderTomGoosmann.AddedCEOandco-founderSteveFuchs,“It’sverygratifyingandan

PHOTO: SASHA MASLOV SASHA PHOTO: upliftingpieceofourDNAthatwecanuseourskillsetforstuflikethis.” ADWEEK | MARCH 13, 2017 25 LOOK BACK

1953 Girl Scouts

AGirlScoutoffersoneofherorganization’sfamous cookiestoactressandmodelJinxFalkenburgatan eventmarkingtheopeningofafunddriveledbythe Girl Scout Council of Greater New York. PHOTO: BETTMANN ARCHIVE BETTMANN PHOTO:

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