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THE ROCK IS on a ROLL P September 25, 2017 Important to Important People Megyn Kelly has had it with political nastiness By Jeanine Poggi BREAKING WITH THE BELTWAY p. 56 Dwayne Johnson owes his success to manager Dany Garcia. She’s just getting started By Ann-Christine Diaz THE ROCK IS ON A ROLL p. 22 Sheryl Sandberg and her team are betting that video is Facebook’s future. They’re in for a fight By Garett Sloane PRIMAL STREAM p. 40 NEWSPAPER NEWSPAPER $9.99 U.S./CAN. £6.95 U.K. PG001_AA_20170925.indd 1 9/15/17 8:43 PM MASTER September 25, 2017 Important to Important People Megyn Kelly has had it with political nastiness BREAKING WITH By Jeanine Poggi THE BELTWAY p. 56 Dwayne Johnson owes his success to manager Dany Garcia. She’s just getting started By Ann-Christine Diaz THE ROCK IS ON A ROLL p. 22 Sheryl Sandberg and her team are betting that video is Facebook’s future. They’re in for a fight By Garett Sloane PRIMAL STREAM p. 40 NEWSPAPER NEWSPAPER $9.99 U.S./CAN. £6.95 U.K. PG001_AA_20170925.indd 1 9/15/17 8:49 PM September 25, 2017 Important to Important People Megyn Kelly has had it with political nastiness BREAKING WITH By Jeanine Poggi THE BELTWAY p. 56 Dwayne Johnson owes his success to manager Dany Garcia. She’s just getting started By Ann-Christine Diaz THE ROCK IS ON A ROLL p. 22 Sheryl Sandberg and her team are betting that video is Facebook’s future. They’re in for a fight By Garett Sloane PRIMAL STREAM p. 40 NEWSPAPER NEWSPAPER $9.99 U.S./CAN. £6.95 U.K. PG001_AA_20170925.indd 1 9/15/17 8:47 PM @ardentreverie AA013855.indd 1 9/14/17 11:13 AM Content created We’re so confi dent you’ll love us, in 2 hours. we’re giving you $25k on the Social Native platform. Social Native. The Future of Content Advertising. @thenomadicpeople socialnative.com/adage AA013856.indd 2 9/14/17 6:33 PM Content created We’re so confi dent you’ll love us, in 2 hours. we’re giving you $25k on the Social Native platform. Social Native. The Future of Content Advertising. @thenomadicpeople socialnative.com/adage AA013856.indd 3 9/14/17 6:34 PM Creativity Pick Photography by Helmut Stelzenberg Helmut by Photography MIDNIGHT MUNCHIES? A NEW OUTDOOR AD LIGHTS THE WAY TO MCD’S IN THE CITY OF LIGHTS Date September Client McDonald’s Agency TBWA/Paris Important to Important People 1 P001_AA_20170925.indd 1 9/15/17 12:08 PM Inside this Issue “To me, a brand Behind the Headlines 4 was Kellogg’s. New and improved Q&AA Why Ad Age chose to redesign A teˆte-à-tête with Publicis But I have gotten Groupe’s Arthur Sadoun comfortable with Don’t let this happen to you Flipping the bird Fixes and fails: How to right Twitter, the term.” Four brands in crisis in 140 characters or less Outgoing Glamour Editor-in-Chief Cindi Leive, to The New York Times on the Tips for transformation era before magazines were brands Agencies tout their biggest changes Publisher Josh Golden Advertising, Sponsorship Associate Publisher, General & Insights Sales Manager, Marketing & Brand General Manager, Revenue & Creativity 19 Heidi Waldusky Client Partnerships Jackie Ramsey Editors Iconic changes Fitzloff’s next act Senior Manager, Client Famous logos before and after Former W&K creative opens a Editor Brian Braiker Partnerships Alex McGrath Executive Editor Nat Ives Senior Manager, Client Portland shop called Opinionated Deputy Editor Judann Pollack Partnerships Brent Rupp Managing Editor Senior Manager, Client Upon this Rock Credit crazy Roberta Bernstein Partnerships Liz Spitaleri Member & Custom Content Manager, Client Partnerships ‘Ballers’ star Dwayne Johnson Adland is awash in creative credits. Editor Ann Marie Kerwin Danika Felt opens an advertising agency But what do all those people really do? Senior Account Executive, Datacenter Agency Relations Karla Jordan Director, Data Analytics Sales Coordinator Bradley Johnson Alexis Marrero 35 City Spotlight Director, Data Management Kevin Brown Program Management Shanghai Senior Research Editor General Manager, Product Catherine Wolf & Technology Kevin Skaggs Tour Shanghai’s ad industry–and don’t Director, Program Management forget the Avocado Lady Editors at Large Kerri Ross The Media Guy Senior Marketing Programs Simon Dumenco Manager Emily Chiang Personal Products/Research Marketing Programs Manager Feature 40 Jack Neff Eniko Skintej Associate Marketing Producer Diane Firmalino Watch list Accentuate the positive Editorial Beat Sheet Facebook has TV-like ambitions Megyn Kelly on her turn to Digital Content Producer Marketing & Audience Nefertiti Anderson Development for its Watch video service more uplifting news Creativity Editor Ann-Christine Diaz PR & Communications Rachel Sandler Janie’s got a gun A new reality Asia Editor Angela Doland Media Agencies Megan Graham Senior Audience Development Maria Giatrakis Firearms get a big business Female executives battle London Editor Emma Hall Manager boost from women African-American stereotypes Retail, Finance Marketing Coordinator Adrianne Pasquarelli Emma Jarry Media Jeanine Poggi Cover stories Saving grace Conferences & Events Chicago Bureau Chief A retrospective of the biggest How Walmart found its footing E.J. Schultz Senior Director, Conferences & headlines in Ad Age history in a brutal retail environment Ad Tech, Ad Fraud, Search Events, Executive Producer George Slefo Tina Marchisello Tech, Social Garett Sloane Associate Director, Conference It’s a snap (not) Reddit is ready for its close-up Agencies, PR Lindsay Stein & Events Nicole Nelson TV networks learn the hard way The site plans a cleanup and has a Global Editor Laurel Wentz Senior Editor, Events Food Jessica Wohl Anna Sekula how to adapt to Snapchat new video push. Event Content Manager Creative Services Rocquan Lucas Creative Director Events Producer Danielle Deluca Opinion 95 Erik Basil Spooner Director of Video Terry Moseley Advertising Production Can these brands be saved? Political divide Senior Art Directors Prepress/Production Director Simon Dumenco has ideas for Strategists debate how to fix the Jennifer Chiu, Tam Nguyen Simone Pryce Video Producer David Hall reviving a trio of losers Democratic and Republican parties Digital Content Producer Chen Wu Classic ad review How Listerine built an empire Crain Communications Inc on fears of spinsterhood Chairman Keith E. Crain Founder Vice Chairman Mary Kay Crain G.D. Crain Jr. (1885-1973) President KC Crain Chairman Senior Executive Vice President Mrs. G.D. Crain Jr. (1911-1996) Chris Crain Secretary Lexie Crain Armstrong Editor-in-Chief Emeritus Rance Crain Subscriber services: 877-320-1721, fax 212-210-0465, Chief Financial Officer outside U.S.: 313-446-0450, email: [email protected] Printed in the U.S.A. Robert Recchia 2 Ad Age September 25, 2017 P002_AA_20170925.indd 2 9/15/17 9:58 PM Follow the eyeballs. AA013826.indd 1 9/12/17 2:18 PM Behind the Headlines Hello. Welcome to the new Ad Age. we’re here. To defi ne the disruption, better access to and understanding For the past 12 months, while we’ve and guide you through it. of the advertising landscape than INSIDE been diligently putting out our fort- For the new look, we sent out an anyone. Period. But it’s time to widen nightly (yes, that’s a word) magazine, RFP to 10 design agencies. The brief the aperture. Everything is a brand. THENEW we’ve been also been hard at work was to bring us into 2017 in a way Everything is an ad for itself. So our in secret, building something new. that accurately refl ects the goals coverage needs to refl ect the broad- For you! and ambitions of Ad Age as a media er culture beyond the weeds of our ADAGE Ad Age has been around since brand—not just a trade rag. Not that industry. We’ll still get into those 1930. It has a storied and infl uential there’s anything wrong with trade weeds, but we’ll also explore the A year in the making heritage. An early tagline, reclaimed rags. We ended up going with the fl owers. And we’ll do it with a tone and decades in coming in this reboot, was “Important to Original Champions of Design—or that’s inviting, accessible, wry, witty important people.” Since you, dear OCD, which is a perfect name—for its and sharp. By Brian Braiker reader, are important, please know impeccable taste, love of print and Finally, yes, we’re o cially “Ad we did not take lightly the decision to strategic understanding of what it is Age” now. A minor adjustment, rebrand. But the fact is, while our re- to build a multiplatform system. Ach, maybe, but it refl ects a shift that goes porters, editors, designers, publisher buzzwords again, sorry. Translation: deeper. When was the last time you and sales people have remained at the They’re making us look good—wher- called us “Advertising Age,” anyway? cutting edge of marketing, branding ever you fi nd us. For more on our new logo, and messaging trends, the visual And that’s the point. Ad Age is the driver of this new design sys- expression of the Ad Age brand had not just a magazine. It’s not just a tem, check out page 32. Our own become a bit … fusty. website. We’re an idea—whether it’s Ann-Christine Diaz dissects Ad Age Let’s play some buzzword bingo! on a podcast, a video, an Alexa skill, logos past and present, as well as It was time to pivot. This space was in an Instagram Story or whatever the other recent rebrands—some more need of disruption. next vital platform is. Except maybe successful than others.
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