THE VOICE OF MEDIA | AUGUST 25, 2014 PLUS THE NAKED REALITY STAR WHO’S SUING FOR $10 MILLION

AND THE TOP 5 NAKED TV MOMENTS OF ALL TIME TV

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FROM NAKED DATING TO NAKED HOUSE HUNTING, A PEEK BEHIND ALIKA (L.) AND ASHLEY’S ALL-NUDE THE CURTAIN OF THE WEDDING WILL BE FEATURED ON VH1’S TUBE’S RACIEST TREND. DATING NAKED, SEPT. 18. BY T.L. STANLEY THE 2014WorldMags.net

® INDUSTRY CONFERENCE September 19. The Beverly Hilton. Beverly Hills, CA.

As the premier diversity gathering for professionals at all levels, the ADCOLOR® Industry Conference gathers innovators, experts and thought leaders. Every year the conference provides a platform to discuss and share best practices, trends and the future of our respective industries. In an eff ort to share, learn and inspire, the ADCOLOR® Industry Conference introduces its 2014 theme: “WE ARE HERE!” Join senior leaders, cultural icons, creative talent and diversity executives on September 19th in LA for an open discussion about the shif s in American demographics and their impact on hiring and corporate culture. Sessions will feature senior leaders including Bonnie St. John, Anthony Watson and Sarah-Kate Ellis, among others. FEATURED SPEAKERS:

Bonnie St. John, Anthony Watson, Sarah-Kate Ellis, Marcus Collins, Brandon Rochon, First African-American Chief Information Offi cer, CEO and President, GLAAD Executive Director of Social SVP and Global Creative Olympic Ski Medalist; Nike Engagement, Translation Director for Samsung, Amputee; Rhodes Scholar; Leo Burnett Former White House Offi cial; Best-selling Author, Washington Speakers Bureau

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Kat Gordon, Jd Michaels, Colleen DeCourcy, Founder, The 3% Conference SVP and Director of Tactile Global Executive Creative Production and Creative Director, Wieden + Kennedy Engineering, BBDO New York

WorldMags.net WorldMags.net Contents August 25 2014 Open for business p. 10 VOL. LV | NO. 30 Back

Color- coordinated p. 37 PORTRAIT 38 o2ideas This Birmingham, Ala., creative shop has been going strong for 47 years.

PERSPECTIVE 40

Body Mystery Meat shots p. 14 Hormel’s classic can has withstood the test of time. FIRST MOVER 6 Hulu’s Jenny Wall on the INFO DIET 42 Features Front changing nature of TV. Adrien Brody SHOW-AND-TELL 14 THE WEEK 4 THE SPOT 7 The Houdini star plays a Condé’s Fairchild sold to Penske; Droga5’s fi rst work for Jockey. disappearing act on social media. Prime Time ALS fundraiser soaks up big Strips Down bucks; Uber hires heavy hitter. TRENDING TOPICS 8 Marie Claire tackles football; VH1’s Dating Naked leads a wave U.S. Open sponsors ace digital; of series that are baring all. Elvis’ big comeback. Viewers like what they see, but Making music will advertisers buy in? VOICE 11 Sponsored content is invaluable FAN ZONE 20 as long as it’s done thoughtfully.

From Couch DATA POINTS 12 To Stadium Back-to-school shopping habits revealed. NFL launches a marketing drive to get fans to fall in love with coming to the game again. BUYING NAKED: TLC; BACK: CBS VIA GETTY IMAGES; ILLUSTRATION: CARLOS MONTEIRO; BRODY: PIERRE SUU/WIREIMAGE; DJ: DAVID M. BENETT/GETTY IMAGES FOR PUERTO AZUL; COVER: JEREMY GOLDBERG Subscriptions adweek.com/subscribe ADWEEK | AUGUST 25, 2014 U.S. (877)WorldMags.net 496-5246; Outside U.S. (845) 267-3007 3 WorldMags.net Viva Elvis! p. 10

UP/DOWN

Burger King Anthropologie ALS Association Macy’s Star Wars Rebels Musical Acts Scores viral hit with Socially schooled by a Fundraiser soaks up Paying $650k to settle Disney Channel You wanna play the #chickenfriesareback breastfeeding mom more than $40m racial bias claims series strikes Oct. 3 Super Bowl? Pay up! Headlines From the Week in Media ► Vanity Fair’s Edward Menicheschi upped to president, CMO of Condé Nast Media Group; Lou Cona exits; Penske Media buys Condé’s Fairchild for $100 million Look at my brands ... ► Instagram gives brands instant access to ad campaign data ► Former Obama advisor David Plouffe joins Uber ► Facebook quietly tweaks ad policy for News Feed ► Yahoo acquires ad fraud detector ClarityRay Nicki Minaj’s butt-tastic viral video for her new single ‘Anaconda’ takes product ► Ad deals reach placement to a whole new level, weaving in MateFit tea, Beats and VSX workout wear. $74 billion in Q2 2014, per PwC ELVIS: GARY NULL/NBC/NBCU PHOTO BANK; CHICKEN: BURGER KING; NURSING: MONASHEE ALONSO; MACY’S: SPENCER PLATT/GETTY IMAGES; BRUNO: KEVIN MAZUR/WIREIMAGE 4 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net

WorldMags.net Front WorldMags.net Specs First Mover New gig Svp, head of marketing at Hulu Old gig Vp, marketing at Netfl ix Jenny Wall Age 44 The veteran entertainment marketer discusses her new gig at Hulu and the shifting video model.

So how did you fi nd Hulu? I think be based on the content that Craig I found Hulu in the sense that I’d [Erwich, Hulu’s new head of content] is been an avid Hulu user on my own— bringing in. You can’t take a not-great they called me in respect to some show and hoodwink people. You have recommendations from the fi eld. The to start with great content, and we opportunity came to me and I jumped need to associate that great content on it immediately, and I’ve been very with Hulu. We have some work to do to impressed with Mike [Hopkins, Hulu’s build what the Hulu brand is, to use our new CEO]. content and experience.

You’ve worked at some great How is the marketing itself places that have huge presences different from working on digitally, like HBO and Netfl ix. How traditional TV? We’ve had this shift have you seen the market change? in how we think about entertainment I think the biggest thing I’ve seen is marketing. You have all the episodes that it’s not considered “Internet TV” at once, or maybe they’re available anymore. It’s really just entertainment individually for a limited [but longer] you consume in a particular manner. amount of time. When you’re opening Internet television is what we called it a movie or starting a TV show, you two years ago—everybody expected have a much different model. [At things to be Internet quality, but I had Hulu], you don’t have to be shackled the opportunity to work on House by cancellation or the expectation of of Cards and it was similar to what putting butts in the theaters. happened with HBO. What’s important to an individual promotional campaign, for you? ‘We have How much do you need to do traditional ads, and how much do incredible you need to lean on digital? It’s a big media question and the way I’d content now answer it is that we’re on a digital platform, so that’s a big piece of it, but that we maybe outdoor and TV are a very important part of a consumer journey, because haven’t talked we need to build some brand love and a lot of advertising is further down the about as loudly funnel when you’re online. We spend a lot of time utilizing the online space as we should.’ and social—whether that’s native advertising or PR. And things snowballed. It took an example to show the public that What are you looking forward to something delivered through the in your new gig? One of the things Internet could be of high quality. It was I’m really excited about at Hulu is amazing to be at HBO in those days, being involved in the experience of too, when the Sopranos and Sex and the product. Wherever [consumers] the City began. I’ve been lucky to land are in the journey, all the way from at two great places and now a third. the inception through the experience. The other big piece, to me, is being How do you get the kind of reach involved in the evolution of how we on digital that TV enjoys? We have consume entertainment, and a part of incredible content now that we maybe redefi ning what television means. It’s haven’t talked about as loudly as we an incredible, lucky time for a lot of us, should. Looking back at House of Cards, but it’s a really amazing thing that we it was an incredibly well-produced show, as individuals and as a company have it was a serialized drama, it was unlike the opportunity to pivot and change short-form Web content. It’s going to and take risks. –Sam Thielman PHOTO: KARL J KAUL/WONDERFUL MACHINE 6 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net Front Specs The Spot Client Jockey International Agency Droga5, New York Director Guy Shelmerdine, Smuggler Editor Cass Vanini, Work Post Over the Moon Postproduction The Mill (See the spot and full credits at By Tim Nudd Buzz Aldrin conquers the universe in Adweek.com and on our iPad edition.) Jockey’s fun and functional campaign from Droga5.

Idea What would Buzz Aldrin do? It on the entire Milky Way.” We see him A giant leap depends on his underwear. He did doing just that in a series of alien for mankind impressive things in the ’60s while landscapes, from frozen to volcanic. wearing Jockey briefs—walking on “That’s because Jockey is quality the moon, for one. But imagine what crafted to last longer, guaranteed,” he’d conquer today in more modern the narrator continues, over a rotating, undergarments. Droga5 does just that stomach-to-thighs demo shot of a in its first work for the brand. A new man in Jockey briefs. In the final shot, campaign focuses on the 138-year- Aldrin javelins the flag into snowy old company’s two big market ground as the voice speaks the on- differentiators—its product quality screen tagline, “Supporting greatness.” and its long, rich history—by telling “We’re really happy with those two true stories, with hyperbolic twists, words,” said Droga5 CCO Ted Royer. “It of famous American men who wore says we were supporting greatness in the brand. (Babe Ruth and George the past. It’s also about greatness in S. Patton are the other heroes in the the underwear category, and that we launch phase.) In the first 30-second also support everybody throughout spot, Aldrin (portrayed by a sprightly their day. There’s a lot of room for fun guy in a spacesuit) is comically seen and putting yourself into it.” planting the American flag in all sorts of planets while swatting aliens and An even bigger leap Art Direction/Filming Smuggler’s Guy asteroids aside. It’s a fun way to meld Shelmerdine, a master of both humor past and present—to show the brand and visual style, directed. “We wanted it was reliable and relevant then, and is to be silly but also beautiful,” Royer said. even more so today. “We’re targeting “When you look at the ice planet, for millennials, and what we found is example. There’s Buzz in the foreground they appreciated the historical angle,” saying, ‘Dagnabbit!’ But behind him is said Dustin Cohn, CMO at Jockey this sweeping vista. Which we think International. “There’s an honesty to is exactly the right kind of humor. It’s this approach that really makes us look awesome and completely silly.” The modern and contemporary and cool.” planet scenes are a mix of live action and computer graphics. “The incredibly hokey-looking alien is real, not CG, if you True stories, can believe it,” joked Royer. Talent/Sound The voiceover is with a twist, patriotic yet tongue in cheek. “It’s homespun and the voice of someone of famous you’d want to hear a story from, but it had to be clear and not crazy,” Royer American Supporting greatness said. The sound is also high-low— men who wore inspiring music punctuated by goofy sound design. “Karate chops on the the brand. asteroids, which is like a bad kung fu movie, which we love,” said Royer. “Or when the alien gets punched in the face—that’s actually Ryan Raab, Copywriting “Jockey has supported the writer, making the squealing alien legends like General Patton, Babe noise. At this point, the History Channel Ruth and Buzz Aldrin, who went to the show has gone totally off the rails.” moon,” the voiceover begins, as we see images of the heroes in floating Media The spot broke last Monday panels, like the beginning of a History on ESPN’s Monday Night Football and Channel show. “But imagine if Buzz will run on cable, supported by print had worn today’s Jockey underwear. and what Royer said will be “really He would have planted the flag on great in-store and even some new all the planets, giving America dibs product ideas.” ADWEEK | August 25, 2014 WorldMags.net 7 Front WorldMags.net Trending Topics The latest news on advertising, marketing, media and technology. Touch keychain by Alyssa Milano in NFLShop.com

Publicis N.A.’s Julie Levin breast cancer awareness. Women’s media is also NFL Scores a stepping up its game. Marie AGENCIES Claire has been one of the strongest supporters of female The Most TD With Women NFL fans. Last year, the magazine Dangerous Job debuted a 16-page section titled “The Ultimate Fangirl’s Guide to In the Business: By Emma Bazilian those women are being spoken Football,” copies of which were Rainmaker to by brands. Gone are the days distributed in the style lounges of Football is fi nally giving of “pink it and shrink it”; now, stadiums. In its September 2014 female fans the respect While much has been made of the women are being treated like the issue, Marie Claire is revisiting short lifespan of CMOs—on average they deserve. valuable untapped market that the Fangirl’s Guide with a new 45 months, according to recruiters they are. booklet highlighting real women’s Spencer Stuart—there’s even more “About fi ve years ago, we did NFL game-day rituals. Next survival pressure on the business Pop quiz: What was the most an inventory of all our of erings month’s issue will include a pull- development executives pitching watched TV event among women [for women],” said the NFL’s out poster featuring the new NFL those clients. In fact, a whopping 80 in 2014? It wasn’t the Academy director of apparel Rhiannon Thursday night schedule. percent of agency respondents in Awards. Or the Grammys. Or Madden. “We had a growing According to Marie Claire a new Agency-Marketer Business the season fi nale of The Real female fanbase who were just publisher Nancy Cardone, Report from RSW/US said the tenure Housewives of Beverly Hills. It as avid as the male fans, but we the the Fangirl’s Guide was of their new business director was just was Super Bowl XLVIII, watched weren’t giving them the best inspired by the title’s own staf . two years or less. by an average of 44.9 million outlet to express their fandom.” “On Monday mornings, the While some execs are poached, a major factor for that revolving door is women. Overall, they make up 46 The NFL worked to create watercooler conversation would agencies do not always set realistic percent of all NFL fans, and an more sophisticated of erings for be what happened at the game performance expectations, said RSW average 63 percent of women 12 women, like vintage-inspired tees the night before,” she said. “A few president Mark Sneider. and older identify as fans. and apparel, more plus-size and of us even kill it in our fantasy Publicis North America chief Despite those numbers, the juniors apparel, and a full line of leagues,” added editor in chief Andrew Bruce, who last week concept of the “female fan” is women’s-size jerseys. Today, of Anne Fulenwider. “One staf er is announced he’s hired Julie Levin, still relatively new—at least as far the 200-plus New York Giants her league’s commissioner.” formerly chief growth offi cer at The as marketers are concerned. But women’s T-shirts available on The magazine was careful not Martin Agency, as CMO, concurred: over the past few years, there’s NFLShop.com, only about 10 are to speak down to its readers in “It’s not fair to blame everything on been a distinct change in the way pink—and many of those support its editorial content—a common the CMO. I said to Julie, ‘If you fail, I problem in female-targeted fail.’ There are a lot of people around sports coverage—and instead her with skin in the game.” There is recent anecdotal Marie Claire‘s treated them like, well, fans (fans football fan zone evidence to support RSW’s survey who might be interested in NFL- results. Emilie Vasu, who joined inspired nail art, that is). JWT New York as director of new Both Marie Claire inserts business development in June 2013, are sponsored exclusively by the lasted about a year; Barbara Yolles, NFL, featuring its “Together named North American chief growth We Make Football” campaign. offi cer at McCann in May 2011, also Celebrity NFL fans like singer lasted about a year and moved on to Jordin Sparks and model Erin Campbell Ewald as CMO in August Heatherton are showcased 2012, where she stayed for 11 months. sporting team apparel. (Her CMO predecessor at McCann “The NFL’s focus on making North America, Mitch Caplan, lasted the apparel much more modern seven months in the job.) At Saatchi & Saatchi New York, Ben Bittman, who and fashionable has really joined the agency as CMO in July 2009, showed up in their creative, so was gone the following May. JWT and you feel like you can identify Saatchi have been looking for top new- with what they’re wearing,” said business execs this summer. Cardone. “It’s very authentic.” Long one of the most stressful 8 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net The number of U.S. hospital patients (largely from the Southeast) who had personal data stolen by Chinese hackers during this past spring. 4.5M SOURCE: RE/CODE VIA SEC

jobs in advertising, RSW’s research weigh and identify data correctly. underscores how it’s becoming even In essence, the Acxiom brand harder. While two years ago over half tries to soft sell the reality that of the agency execs surveyed said consumers are on the grid. “A their new business directors were consumer should be able to say, somewhat or very successful, today ‘I don’t want to participate,’ but only 26 percent would give their they shouldn’t be able to expect rainmakers those accolades. Why value for that,” he said. “I watch the poor performance? Two-thirds of agencies feel it’s because their the Super Bowl every year for free new business execs don’t have a on television. The reason I watch it solid methodology, while a quarter for free is the ads.” of respondents said their business Privacy is a big part of branding for the two giants. Erwin touted the stringency of Experian’s Publicis’ Andrew internal standards for the info it Bruce: ‘It’s not buys, taking pains to avoid data of dubious origin. Because while fair to blame credit info is regulated, marketing everything on the isn’t, and the companies keep those divisions walled of from (agency) CMO. If one another. you fail, I fail.’ “[Credit data] is regulated to a point where if it were to ever be development leaders don’t understand even accidentally intermingled the agencies they’re selling. (That is with the marketing data, the a complete reversal in opinion among How Do You regulations … would immediately those responding as recently as 2010.) apply to the marketing data,” Still, a third of the respondents, Erwin said. “That would kill among the 220 agency executives and the marketing data business.” 110 senior marketers RSW surveyed Brand Big Data? Experian is a huge company, with last month, concede the new-business By Sam Thielman As more media try to sell a presence in 60 countries and game has become harder for even $4.7 billion in revenue last year. the best playing it. While dealing with addressable and geotargeted ads, giant data brokers Acxiom, too, wants consumers procurement execs at marketers has become accepted as a way of life, set out to explain themselves to consumers. on its side. Its strategy has been the industry is still grappling with the relative transparency. Register changing nature of client relationships. for the company’s About the Data Some 43 percent of those surveyed tool, and it will show you what said more than half of their work is Branding data is tough—and guys who got there fi rst, started Acxiom thinks it knows about project-based rather than on retainer. not just because many eyes buying data for the direct-mail you—you can even correct it, so The upshot for agencies? Forty glaze over when you start to market in the last century and you will get fewer George Foreman percent told RSW that pitching costs talk about it. But in today’s showed everybody else how to Grill ads. And another part of both have risen and margins suffer. media marketplace, it wouldn’t do it when digital data collection companies’ pitch is inevitability. Marketers had their say in the be wrong to think of the data became huge a few years ago. Your data is known, therefore it’s survey as well: More than half said world as a spreadsheety version Advertisers have realized that for sale. Take your cut, or don’t. they think it’s “very important” of a gold rush, with everybody big data is powerful; they’re also “Think about the airline agencies have a good understanding scurrying to stake their claim. learning that it’s overwhelming. industry in the ’70s,” suggested of the client’s business, but only 2 percent said that was always the case. “At the early stages of anything, “A lot of the value that’s created Howe. “There were people who “Agencies aren’t winning business most people who are in that thing in the industry has nothing to said, ‘I don’t care about the because they’re not thinking enough don’t understand it very well,” said do with the raw data—it has perks, I don’t care about the free about the client,” said RSW’s Sneider. Rick Erwin, president of consumer to do with combining the data beverages, I don’t care about the “The client should feel very confi dent insights and targeting at Experian. into a better predictive model,” leg room, give me a better price.’ the agency will be a business partner, In the gold rush analogy, Acxiom explained Scott Howe, CEO of And at the end of the day, I’ll take

ILLUSTRATION: MATTHEW HOLLISTER MATTHEW ILLUSTRATION: not just a vendor.” –Noreen O’Leary and Experian are the ’49ers—the Acxiom. His mission, he said, is to the cheaper seats.” ADWEEK | AUGUST 25, 2014 WorldMags.net 9 Trending Topics WorldMags.net ‘We want you to go to the show and say, ‘Wow, oh my God! I saw Elvis 30, 40 years ago and this is exactly the same thing.’ ’ Jamie Salter, Authentic Brands Group, CEO

HELLO, HOLOGRAM Long Live Marketers Up The King! Their Game 1 Elvis is back in the building, sort of. Authentic Brands Group, which By Lauren Johnson 3 VIDEO HOTSHOT manages Elvis’ estate, and digital U.S. Open sponsors set Heineken is challenging sports fans production company Pulse Evolution to set tennis-related world records at will bring the King back to life as a their sights on winning its U.S. Open booth for a chance to win hologram. The companies plan to over tennis fans. tickets to the tournament’s fi nal match. have Elvis shake, rattle and roll in live A podium and digital leaderboard shows, commercials and movies. When the hordes of spectators inside the Heineken House hosts Since digital Elvis will involve descend on the Billie Jean King challenges like twisting a tennis 2 11,500 moving parts, Authentic National Tennis Center in racket while bouncing a ball on it. Brands Group CEO Jamie Salter said Queens, N.Y., this week for the Heineken will fi lm and upload clips he won’t be available for projects until from the event to RecordSetter.com, U.S. Open, brands will pull out giving at-home viewers the chance to spring 2015 or live performances all the stops to lure them into until fall 2015. But Salter hinted that beat the records. their booths. From robots that the King has a commercial deal with a Fortune 500 company and is in zoom around to challenges that 4 SOCIAL ROAMING talks for residencies in Las Vegas and test fans’ ability to break tennis- Esurance is taking social celebrity Macau. “We want you to go to the show themed world records, marketers chats on the road this year with a video- and say, ‘Wow, oh my God! I saw Elvis will serve up on-site digital conferencing robot—a contraption that 30, 40 years ago, and this is exactly the activations with an extra spin. attaches a tablet to a pair of wheels. same thing,’” Salter said. For the fi rst week of the Consultant David Deal said tournament, players will sign Heineken serves up performances generate the most 1 REAL-LIFE INSTAGRAMS autographs at Esurance’s booth. custom sandwiches money for musicians today, and Moët & Chandon’s sponsorship gives Calls-to-action on Twitter will give a hologram in the repertoire may its long-term social #MoetMoment at-home viewers the chance to talk 3 signifi cantly increase revenue for the campaign a physical presence. to these players by tweeting. They deceased. Tupac reappeared in 2012 Life-size Instagram frames around will then be able to video chat via a at Coachella, and, more recently, a terrace prompt attendees to take and Web camera while the players sign Michael Jackson hit the stage at upload pictures in front of a branded autographs. Fans will have a similar the Billboard Music Awards in May. backdrop. Photos tagged with the interaction with players as those on (Like Adweek, Billboard is owned by campaign’s hashtag are then entered site, explained Esurance’s Chris Lee, affi liates of Guggenheim Partners.) to win sets of drinking glasses. Moët senior manager of brand partnerships. The technology may even open will also buy geo-targeted Promoted doors for the living, argued Forrester Tweets and Facebook ads to amplify 5 SCAN TO WIN senior analyst Anthony Mullen. Artists its social push. Mercedes-Benz swaps out rearview could virtually perform in multiple mirror hang tags with dashboard places simultaneously, solving a 2 LONG-TERM ADVANTAGE parking tags this year that are distribution problem similar to how Starwood Hotels & Resorts embedded with radio frequency MP3s have spread music faster Worldwide’s sponsorship builds identifi cation (RFID) technology. than CDs and vinyl records. awareness and membership efforts The tags include a bar code that 4 But Gartner’s Andrew for its Starwood Preferred Guest attendees scan inside Mercedes- Frank is worried about fans loyalty program with a microsite and Benz’s brand center to win tennis accepting posthumous online game. gear and merchandise. “It all feeds endorsements. “We’re There will be a big mobile push up to a video monitor that then pushing the envelope this year since more than 50 percent replicates the ‘in’ or ‘out’ shot for how much of the company’s Web traffic comes that they are hypothetically synthetic personality from smartphones and tablets, taking to try to win a prize,” people are willing to noted Mark Vondrasek, Starwood’s explained Eric Linder, supervisor, go for,” he said. svp of distribution, loyalty and sports marketing and consumer –Michelle Castillo partnership marketing. events at Mercedes-Benz. SAVENOK/GETTY S. HEINEKEN FOR IMAGES NULL/NBC/NBCU GARY BANK; ILYA ELVIS: PHOTO HEINEKEN:

10 Joins 2Pac 5 and M.J. WorldMags.net WorldMags.net Front Voice Substitute Teachings By Sam Slaughter if content marketing is ever really going to work, brands must get better at converting paid media into a loyal audience.

here’s been much talk of late and anything they say is going to naturally about the effectiveness of be viewed with more suspicion. Here’s the sponsored content, and a thing though: sometimes the substitute pair of new studies published is awesome. In the best cases, they can Tin the past few weeks have bring new perspectives, new information let some air out of that and new energy to a classroom. The best balloon. Both show that readers tend to sponsored content can bring those things take a skeptical view of branded content, to an audience in the same way. especially the kind that appears on One could make (and many have made) publisher sites (full disclosure: One of the the case that brands communicating studies was conducted by Contently, which directly with audiences is bad news for signs my paycheck). publishers who depend on being the Most media watchers have pointed out audience gatekeepers. I don’t buy that. that the results of these surveys are bad For one, building an audience is hard, news for an industry that’s increasingly and even a brand with its own audience counting on sponsored content to will want to reach other audiences with its replace lost traditional ad revenue—and message. Whether it uses sponsored stories, supposedly bad news for companies that paid distribution or social advertising to get have built their businesses on helping there is dependent on the circumstances— brands create editorial content. But I think but the need to reach additional eyeballs the results actually reveal an opportunity— efciently and efectively is constant. not only for content marketing shops, but Case in point: Contently’s industry pub, for brands and publishers as well. The Content Strategist, has nearly 200,000 First, lumping everything a brand unique visitors per month at last count. And publishes under the umbrella of sponsored yet we still pay to place sponsored content on content ignores the fact that there’s a huge publisher sites (Adweek is one such partner). distinction in readers’ minds between Why would we do that when we could put it paid media and owned media. In a rush to in front of our own audience for free? Simple. judgment on branded content, many people Those sites have the readers, the audience in our industry miss the point that readers we want and need to reach. trust earned media whether it comes from As the study conducted by Edelman a brand or not, but they’re suspicious of Berland/IAB concludes, sponsored content paid media no matter whose name is on it. is only effective if both the brand and Contently works with a lot of brands publisher work together to make sure the and publishers on the paid media side of reader is getting something valuable. That branded content, but the lion’s share of our means no sales pitches, extra transparency business (and where we see the future) is and, above all, a focus on quality on brands owning their own content and storytelling. When brands pay to put paying to promote it on publishers’ sites as Lumping everything content elsewhere, they need to be sure the a piece of a bigger media strategy. under the umbrella publisher is willing to work with them to Here’s an analogy: Owned and paid make certain the sponsored content put on media are kind of like a great teacher and of sponsored their site is great. Publishers in turn need a substitute. You see a great teacher every to push back against brands that are intent day; and most days you learn something content ignores the on promoting schlock. new and useful from them. You build up Despite some misgivings from readers, trust with this teacher over time, you listen fact that there’s a sponsored content is and will continue to to what they have to say, and as with the be incredibly valuable to all branches of best teachers, the relationship continues huge distinction the media ecosystem—brands, publishers, even after you’ve left the class. That’s the in readers’ minds readers—but only if it’s done thoughtfully. kind of relationship brand publishers can No one wins if the substitute sucks. create with owned media. between paid and A substitute (a sponsored story), on the Sam Slaughter (@samslaughter215) is vp of

illustration: james walton; HeadsHot: Gluekit Gluekit HeadsHot: walton; illustration: james other hand, doesn’t have that earned trust, owned media. content at Contently. ADWEEK | August 25, 2014 WorldMags.net 11 Front WorldMags.net Data Points Back-to-School Spending By Melissa Hoffmann once a year, parents open their wallets for new supplies, electronics and apparel—all in the name of education. here’s how they shop and how marketers can get them to buy.

Source: AOL Back to School Consumer Research Study, 2014 Families Crowdtap Back to School Social Media Study, 2014 with high school National Retail Federation Back to School Survey, 2014 students shelled out the most Teens are planning to spend a total of

How much are parents The average family spending to prepare will spend $669.28 $913 on back-to-school their kids for the items, up 5% from new school year? last year million of their own money on school stuff

That’s a good thing for the bottom line, Men spend Who is shopping The kids because moms are an average of are also for back-to-school more frugal $754.30 weighing in items? Women spend an average of $588.30 34.8% of back-to-school shoppers said at least half of the decisions were influenced by children

Moms 27% Dads

73% 12.4% said their teenagers make 100% of the purchasing decisions

Where are they shopping? Big discrepancy here. Dads seem to dig stores devoted to gadgets 56% 48% 29% 31% 19% 18%

Office supply stores (Staples, Club discount 85% 83% Discount stores Office Depot, stores (Costco, BJ’s, dads moms (Marshalls, etc.) Sam’s Club, etc.) TJ Maxx, etc.) 56% 45% 24% 19%18% 9%

Mass merch stores (Walmart, Target, Local Electronics stores Department stores Kmart, etc.) independent (Best Buy, (Macy’s, Kohl’s, etc.) retailers RadioShack, etc.) 12 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net ‘... We know Americans are still grappling with their purchase decisions every day.’ 33 Matthew Shay, president and CEO, National Retail Federation The average number of days it takes to complete back-to-school shopping, according to AOL.

Almost half are What are they buying? still looking at print ads And guess what? The average per-family cost is $101.18 They appreciate your ads.

Supplies 98%

30% Said 46.1% Found 53.8% Discovered 46.8% got their online ads helped new products products and deals new product ideas Apparel 97% them find what in marketing and via TV, print, radio and coupons from 70% of they needed for promotional or Internet ads print magazines back-to-school the start of the emails and newspapers shoppers spend school year $100 or more For those who use social on clothes media, Facebook is the They’re also influenced by social media. most common venue for sharing back-to-school products and ideas. Textbooks 69% 13.3% 63.5% said they have Said it makes previously purchased None of the no difference a back-to-school above 8.3% Personal care item they saw on 50.9% social media Facebook 22.6% 64.1% Twitter 6.1% items 92% Said social media Said social media will social media might definitely play a role in Instagram 6.5% play a factor back-to-school shopping Blogs 6.8%

21.3% When it comes time to purchase ... Pinterest

Back-to-school shoppers read product reviews They will spend an Electronics 57% average of Much of this activity $212.35 Are guided is happening on mobile. by peer 39% 38% reviews Are guided Use mobile phones to conduct research bought bought a 45.7% by expert 36.7% computers smartphone reviews 33.7% Make a purchase using their mobile phones 21.8% 16% Use a tablet to purchase items (tablet owners only) 23% bought an 31.4% bought e-reader Use their smartphones to locate a brick-and-mortar retailer a tablet 25.1% iNFOgRaphiC: CaRlOs mONTEiRO CaRlOs iNFOgRaphiC: ADWEEK | AUGUST 25, 2014 WorldMags.net 13 WorldMags.net

Showing You Everything They’ve

Cast members from VH1’s Dating Naked: Christina “Wee Wee” and Joe pHoto: Jeremy golDbergpHoto: WorldMags.net WorldMags.net

Got VH1’s Dating Naked leads a lineup of reality shows pulling off impressive ratings by baring all. Is naked TV the next big thing, or will it just flop? By T.L. Stanley

Stephanie Kristen and Mikey and Chuck

WorldMags.net WorldMags.netT o say that this wedding is unconventional doesn’t quite capture the essence of the nuptials of reality show contes- tants Ashley and Alika. First of, the bride and groom met with the TV cameras rolling and decided to get hitched after just three months. Six other couples who are attending the wedding fell for each other under the same televised circumstances. A shaman presides over the ceremony, with backup from a nothing chanting yogi and drum circle. to hide Nowhere in sight can one find the usual trappings—no flower girl, no ring bearer, no tulle or tuxedos. Bouton- VH1 president Tom nieres are also in short supply—though bug spray could Calderone calls the come in handy. Some of the invited guests are more anx- network’s Dating Naked “the most ious than even the happy couple—who, even if they don’t honest dating show get cold feet, may well experience sunburn. on TV.” For you see, everybody here—the bride and groom, wedding party and guests—is butt naked. Even if you haven’t been tuning into VH1’s summer hit Dating Naked—which has attracted more than 1 million viewers per episode and plenty of social buzz to boot—you might want to cue the DVR for television’s first all-nude wedding, airing Sept. 18 at 9 p.m. To be sure, it’ll be a spec- tacle not to be missed. For the Viacom-owned basic cable channel, it was a no- brainer to film the union and televise it as an hour-long special, extending the series’ 10-episode run with what are likely to be big ratings. Along the way, VH1 will make TV history—and no doubt incense the morals-and-family- values crowd. The wedding “felt like a natural spinof special,” says VH1 president Tom Calderone, who calls Dating Naked marissa “the most honest dating show on TV.” “Witnessing a naked wedding is funny and outrageous enough, but it shows what happens when the stakes are that high,” he adds. “These people have met and dated na- ked, and this is a success story.” By all accounts, the bare-all union made for a joyous oc- casion, even if it was super awkward for the couple’s close friends and family members, who were forced to adhere to

the clothing-not-optional rule along with the young, well- jeremy golDbergpHoTo: 16 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net toned stars. “They looked confused, and they were defi- nitely nervous,” says Dating Naked cast member Christina “Wee Wee” Porcelli, who met her boyfriend Joe Pappas on the show’s first episode. “Ashley’s grandmother wanted to come, but she just couldn’t wrap her head around the whole naked thing.” VH1 isn’t the only network to feature people taking it all of in prime time. In fact, naked TV seems to be becom- ing a regular subgenre of reality programming, with the Discovery Channel’s adventure/survival series Naked and Afraid serving as the granddaddy of skin-baring fare. Discovery’s sister channel TLC has found its own solid performer in Buying Naked, which follows nudist house hunters in Florida. GSN recently debuted Skin Wars, hosted by Rebecca Romijn, which pits body painters and their nearly naked models against each other in a weekly competition. The program, which delivered the channel’s second-highest original premiere ratings ever, comes on the heels of a documentary-style series on Syfy about a body-painting business called Naked Vegas. And in a first for broadcast TV, Fox was developing a series featuring contestants dating in the buf in front of a live studio audience. That project was dumped amid a leadership change at the broadcaster. And there’s little wonder why. An insider says the pilot had “overtones of a live sex show.” Apparently, there is still a line that cannot be crossed. Meanwhile, TV executives say they are getting a steady stream of pitches for naked reality shows, as Hollywood looks to ride the current wave of series that push the enve- skin trade lope by baring bare bums. In some ways, such shows could be seen as mimicking As naughty bits have their scripted counterparts that are sporting more sexu- become de rigueur ally explicit storylines and revealing more skin and sex on pay tV hits like than ever before. Premium cable channels like Cinemax game of thrones and led the way, with HBO, Showtime and Starz catching up masters of Sex, basic in (over)exposed flesh with series like Game of Thrones, cable is following suit Masters of Sex, Spartacus and Girls. when it comes to the Basic cable has followed suit when it comes to the birth- birthday suit. day suit with adult-themed dramas like Syfy’s Dominion, FX’s The Americans, USA’s Satisfaction and TNT’s Mur- der in the First featuring copious amounts of uncovered skin. Meanwhile, pixilation on network TV has never been so prevalent, according to conservative watchdog group the Parents Television Council, with blurred body parts in numerous shows airing as early as 8 p.m., formerly known as the family hour. It seems only a matter of time, then, that unscripted shows would drop trou—especially considering that TV viewers have become accustomed to the production, con- trol and spin involved in the typical reality show where high-drama events are staged, catfights are stoked, and situations are manipulated for maximum efect, says trendspotter Maude Standish. It’s all left the audience searching for a deeper level of authenticity, she says—at the same time, noting that and Steven even in our oversharing society, people still carefully edit their public personas. “We know that who a person is on Instagram isn’t who they actually are,” says Standish, co- founder of Tarot, a millennial trend insights company. “We want to see real as real can be. If people are naked on a TV show, there’s nothing they can hide physically. That allows us to get as close as possible. We’re seeing a real person be her real self. I can identify with that. It’s ex- treme, and it’s interesting to watch.” ADWEEK | AUGUST 25, 2014 WorldMags.net 17 WorldMags.net The Lineup

Dating Naked Naked Buying Naked Naked Vegas Skin Wars With the success of this and Afraid a perfect complement syfy moved far away this eight-episode VH1 series and other Discovery channel has to its shows centered from its usual far- series, featuring skin-baring shows, ordered a fourth season around polygamists, out fare with this contestants vying network executives of this adventure/ rednecks and super-size documentary-style for a $100,000 prize, say they are getting survival show, which families, this tlc show program about a body- premiered this month a steady stream of has averaged more than follows stripped-bare painting business in on gsn and boosted the pitches for naked reality 2 million viewers per house hunters and the sin city whose clients channel’s ratings in the shows—which they’re episode and spawned real estate agent who include Penn and teller. time period by double all too happy to hear. a spinoff, naked after caters to them. digits. Dark.

Critics like the PTC, on the other hand, vive for 21 days. Making fires, building shelter The near-nakedness is an important ele- call it gratuitous and shameful, while cable and finding water are among their priorities ment in creating the ultimate human canvas, network executives take pains to defend their rather than enjoying “alone time,” as execu- notes GSN evp of programming Amy Introca- shows’ pixilated privates as essential to the tive producer Jay Renfroe points out. so-Davis—but it’s not meant to be lurid. storytelling. (Butts, it should be pointed out, While it could have been Partially Clad “There’s no attempt to deemphasize the are often fair game for the camera nowadays, and Afraid, the full-on nudity adds another sexiness of it, but it’s about the artistry and with only genitals and breasts getting the dig- entire layer of hardship, Renfroe explains. the skill, not the raciness,” she explains. itally scrambled treatment.) “It’s not enough to take away their cell- Nor was the proverbial peek inside the Calderone notes that the pitch for Dating phones and makeup—we take everything kimono the point of TLC’s Buying Naked, Naked was appealingly simple and straight- away,” he says. “We all know that we’re reli- according to the channel’s executive vice forward, even though he predicted that the ant and used to the creature comforts of the president of development and production, logistics could be a nightmare. So much pixi- modern world, and we’ve gone soft. But what Howard Lee. Instead, it was access to a little- lation, he points out, needs to be “surgical.” if all that was gone? Would we have the skills known subculture—nudists on Florida’s Gulf “At its core, it’s a very sweet, fun, silly dat- to survive? Could we gut it out?” Coast—that piqued the network’s interest and ing show,” he adds of the series in which there The concept of Adam and Eve as the first perfectly complemented its oddball series seems to be less hooking up than on an aver- survivalists came from executives at Discov- about Amish youngsters, polygamists, South- age episode of ABC’s The Bachelor. “The con- ery, according to Renfroe, and his produc- ern rednecks and army-size families. ceit is that everyone’s naked, but after a few tion company, Renegade 83, ran with the “We were not looking for a nude show,” minutes you have to make sure the characters idea. Having no clothes to shield the partici- says Lee. “And this isn’t about dating or find- are fun and the level of romance and intrigue pants from the weather, bugs and predators ing love. It’s a small world that already exists, is there to make an incredible hour of pro- was always an “organic” part of the equation, and we’re getting a deeper understanding of gramming,” Calderone says. he adds. it.” The executive ordered the series after two Dating Naked touts itself as a “radical so- Producers pair contestants according to ratings-winning half-hour specials centered cial experiment,” though Calderone admits their complementary skills, not according around real estate agent to the naked Jackie that neither Dr. Drew nor any other pop psy- to whether they might make a love connec- Youngblood. Audiences have continued to chologist analyzes the contestants, their body tion. As it happens, there hasn’t been a single tune in, and Lee says he’s heard little in the language or their choices. Still, it breaks down romance to blossom among the castaways, way of viewer complaints. barriers between the sexes, he contends, as meaning that viewers expecting to be titil- How much of a future does the showing- the hot young things zipline, go horseback lated by sex in the brush have been sorely us-everything genre really have? riding, dance and drink in the altogether. disappointed. (Huddling together to warm up While certainly getting a lot of media at- “You are truly exposed,” he says. “It brings doesn’t count.) tention and some interest among viewers, it up the issue of how you would act if you really Best known for its traditional shiny-floor bears mentioning that none of these naked- had your guard down.” game shows, GSN wanted to latch onto the centric shows has hit the level of success of It’s that stripped and vulnerable feeling body painting rather than the naked TV such basic cable phenomena as A&E’s Duck for which the producers of Discovery’s Na- trend with its Skin Wars. With a spike in pub- Dynasty and History’s Pawn Stars. ked and Afraid also strive. The series, which lic interest in the art form, executives at the Meanwhile, the ever-vigilant PTC has will air original episodes through Septem- network say they set out to “gameify” it with these shows in its sights, predictably. The ber, dumps two naked strangers, a man and a challenge show, which quickly spawned a group’s president Tim Winter objects not on- woman, into a remote, exotic environment, YouTube ofshoot called Skin Wars: The Na- ly to the idea of naked TV—which he calls an

each with a single tool, where they must sur- ked Truth. attempt to “pander, shock and titillate”—but Dating nakeD: VH1; nakeD anD afraiD: DiscoVery cHannel; BuyingnakeD: tlc; nakeD Vegas: DaViD Becker/syfy; skin Wars: gsn; nizeWitz: roBert miller 18 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net Countdown also to repeated airings at all hours, including LItIGAtIon daytime. “You can see these shows morning, noon TV’s Top 5 and night,” he complains. “And the networks From Birthday Suit to Lawsuit have determined that they’re appropriate for Naked Dating naked cast member wants $10 million for Moments kids as young as 14 with a TV-14 label. That’s While it is the latest outrageous to me.” show’s failure to blur. fad in programming, The PTC has used naked shows to inten- shows that give viewers sify its lobbying eforts in Washington for á la an eyeful are hardly carte cable, which would allow consumers to negligence and intentional infliction anything new. opt out of networks they consider objection- of emotional distress, compounded able or simply don’t want. by sharing of the scene on twitter, tumblr, youtube and other social Continuing its well-worn path of following media outlets. 5. the dollar, the PTC is in talks with numerous eagle-eyed fans definitely noticed, advertisers whose commercials air during posting comments on the show’s The Oscars Streaker programs like Dating Naked. facebook page like “good job with the Presenter David niven Winter doesn’t take credit for the move non blur. you could clearly see her (and the rest of the but does get a measure of satisfaction from vag and butt when she bent over” and world) were caught off the fact that McDonald’s and Pepsi no longer Jessie Nizewitz was prepared to “i just had to pause and rewind and guard by the unclothed, sponsor Dating Naked. Meanwhile, market- bare it all for VH1’s summer series replay in slowmo ... Just to make sure uninvited guest at the Dating naked. But the 28-year-old ... yup! that’s the money shot!” 1974 academy awards. ers like Taco Bell, Domino’s, Clearasil and Ly- sol have remained loyal sponsors. contestant from long island, n.y., robert thompson, professor “If the ad dollars go away, so will the con- says she didn’t realize that her of popular culture at syracuse tent,” Winter believes. “Anyway, it should be most private parts, shot from an university, says he would be 4. extremely unflattering position, surprised if participants’ agreements on a subscriber basis only—those who don’t would become part of an episode. to appear on naked tV shows did not want that programming don’t have to under- Tales of the City so nizewitz, with powerful make clear that producers have the this miniseries set in write it. Let those 1 million people who watch celebrity attorney matthew Blit ultimate discretion when it comes to 1970s san francisco these shows pay for them.” representing her, has filed a $10 blurring body parts. featuring plenty of Perhaps we should have seen this trend million lawsuit against the show’s While it was likely an editing drugs and nudity was a coming, as networks are forever pushing the producers and the network’s parent mistake, contestants open ratings winner for pubic, envelope. Then, as Lisa Herdman, svp, direc- company, Viacom, saying she themselves up to all kinds of er, public television in tor of national programming and branded felt “beyond embarrassed” by an exposure by appearing on such a 1994, but it proved too entertainment at agency RPA, points out, a uncensored naked crotch shot. show in the first place, as he points racy for a few stations whole slate of programs with “naked” in their nizewitz appeared on the third out. “you’ve already said you’ll date that censored or titles has cropped up in recent years—among episode of Dating naked, in which naked in front of cameras and a outright refused to air it. them, Oxygen’s Naked Josh, BBC’s Naked she play-wrestled with her date, crew,” he says. “to bring a case now crouching down and tackling him Chef, TruTV’s Naked Ofce and ABC’s TV as a victim, saying too much of your on a Panamanian beach. she claims movie Naked Hotel—never mind that they body was shown? it seems like a 3. in her lawsuit that producers specious claim that would require didn’t actually feature nudity. encouraged the sandy romp and some pretty clever arguments.” NYPD Blue While nudity may be seen as a “quick fix” promised that her genitals would be Blurring and pixilation on the aBc cop drama in the search for ratings, Herdman says, there pixilated. But in the episode, which naked-themed shows, even by the broke ground in the fall is no shortage of advertisers lining up to sup- was telecast July 31, “defendants networks’ own admission, tends to be of 1993 when it started port them. Such programming is brand spe- did not blur out her vagina and anus, inconsistent. VH1 executives say that showing bare butts in cific, with edgier, younger-skewing sponsors which were fully exposed to all bare bums, for instance, get digitized prime time. being the most likely to bite. And yet, there viewers,” according to the suit. during scenes set during the daytime are more conservative viewers and advertis- “When it first aired, i watched but not at night. one series in the ers—and the good old PTC—with which to it with friends and was mortified genre, tlc’s Buying naked, has made 2. contend. when they failed to blur my private a running gag out of using objects Standish sees such contradictions not only parts,” nizewitz tells adweek via like bowling balls, microphones email. “although i went on this Super Bowl in the entertainment business but also in the and sunflowers as natural modesty show knowing that i would be nude Nip Slip broader society. There’s our ingrained prud- patches. on Discovery’s naked and while taping it, i was told that my afraid, participants sometimes Janet Jackson’s ishness on the one hand and the pornification exposed boob during private parts would be blurred for make their own covers using natural cBs’ halftime broadcast of pop culture on the other. tV. if you watch an episode, you will materials. in 2004 shocked viewers “We’re starting to see people comfortable see that the blur actually makes it nizewitz’s lawsuit, filed aug. and had the fcc up in with certain levels of nudity—naked backs, less revealing than a bikini would. 21 in new york, is the first known arms. cut-outs, sheer fabric, side boob,” she says. obviously, i did not expect the world legal action brought by a naked “We’re not wearing see-through plastic, but to see my private parts. this is not reality contestant. “With lots of everything is so transparent we might as well what i anticipated or what any other nudity on tV, the chances of slip- 1. show it all anyway. And yet there are still contestant on the show anticipated.” ups happening does increase,” these deeply embedded conservative roots a VH1 spokesman says the says syracuse’s thompson. “But Game of Thrones among the older population. network does not comment on producers usually cover for every While pay cable has long “Their kids, meanwhile, are sending naked pending litigation. contingency. and at any rate, they been fleshy territory, the lawsuit accuses Viacom, don’t allow participants to determine pictures of themselves to their boyfriends,” lighthearted entertainment and the HBo hit takes t&a she adds. “That’s why all this is captivating how far a show will go—they make firelight entertainment of gross that decision.” —T.L. Stanley to the max. our attention now.” ADWEEK | AUGUST 25, 2014 WorldMags.net 19 WorldMags.netA tlanta Falcons CMO Jim Smith is reward- ing loyal season ticket holders with the kind of stadium “memories” they can’t get from watching on TV at home. For the second year, Smith is ofering season-long fans game-day “experiences” such as a visit from team cheer- leaders to their seat. Or a spot on the field dur- ing player introductions at the Georgia Dome. It’s not like some drunk up in the nose- bleed seats can simply request a cheerleader like he’s ordering a beer. Using the free Experience app, season ticket holders must redeem “memory points” on the Thursday before a home game. Security guards are on hand just in case—but are rarely needed. “We never put our cheerleaders in dan- ger. That sensational crap is so unfair to the cheerleaders—and the fans who request it,” says Smith, who adds that most of the visits are ordered by parents for their cheerleader daughters. “It’s truly about an experience that a parent, or a bunch of friends, want to have.” So goes the NFL’s marketing game plan to get its fans of the couch—and back into stadiums. High ticket prices, personal seat licenses (PSLs) and rowdy fans have led some die-hards to give up live games in favor of Tv SporTS watching for free from home. The $10 billion league wants these couch potatoes back. And it wants season ticket holders—the lifeblood of the league—to keep coming, explains Brian Lafemina, the NFL’s svp of club business de- velopment. The league and its 32 franchises Getting are pushing the marketing envelope to do it. The NFL is in some ways a victim of its own success and innovation. As its TV networks add more coverage, more camera angles and more replays, the gap between the at-home Butts Back and in-stadium viewing experiences has grown wider. Throw in the two RedZone Channels (which whip viewers around to potential scoring plays) ofered by the league and DirecTV, and it’s a wonder fantasy players In Seats and bettors ever leave the Barcalounger. “TV has fundamentally changed the way people As its TV offerings get better and better, the NFL watch our game—and that’s a great thing,” turns its attention to firing up fans to come back to says Lafemina. “We have to do the same inside

the stadium. By Michael McCarthy the stadium. You’re seeing our clubs become Fewell Kyle IllustratIon: 20 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net Grey Advertising is making new TV spots for NFL Ticket Exchange featuring actual season ticket holders. They start running Sept. 7.

And so the league and teams are sprucing up the in-stadium experience by cracking down on abusive fans through its “Fan Code of Conduct,” showing RedZone highlights on Jumbotrons and improving WiFi reception so fans can stay connected via smartphones. But they are also ramping up their mar- keting eforts with more advertising, more access, more technology. Such as: • What better way to stroke season ticket more innovative than ever before.” By the numBers holders than by casting them in national Simply put, the league is a TV juggernaut. TV commercials? Grey Advertising, New Regular-season games averaged 17.6 mil- How america’s richest, most powerful sports York, will air a new spot for the NFL Ticket lion viewers in 2013, according to Nielsen. league stacks up on the eve of the 2014 Exchange starring real season ticket holders (Second most ever behind 17.9 million in season (starting sept. 4): from six diferent teams. The spot will break 2010.) NFL telecasts accounted for 34 of the first Sunday of the season, Sept. 7. the 35 most-watched TV shows last fall. • The Dallas Cowboys will join close to a NBC’s Sunday Night Football has ranked as dozen NFL teams using the Experience app the most-watched show during the full TV this season. The app allows fans to order ex- season two years in a row. That’s spurred the periences “you used to have to be a VIP to get always ambitious league to try to take over access to,” says Experience president Ben Ack- Thursday nights with a prime-time package erman. For example, a Falcons fan last season split between CBS and NFL Network. used his points to upgrade his family’s seats, That’s all great news for the league’s TV 30 place his son in the tunnel for player introduc- partners—NBC, Fox, CBS, ESPN and NFL tions and photograph his daughter with the Network—which charge advertisers millions. mascot. He topped it of by wishing his wife the nFl has reigned as America’s most Ditto for sponsors such as General Motors popular sport for 30 straight years, “Happy Birthday” on the Jumbotron. and Procter & Gamble, which collectively according to the Harris Poll. More than one- • Nothing angers season ticket holders paid $1.07 billion to link their brands to the third of u.s. adults (34 percent) who follow at more than making them pay full price for NFL Shield last year, according to IEG. least one sport call pro football their favorite. meaningless preseason games. Up to half of But it’s a potential long-term problem the teams might address this by ofering some for the league and clubs, which want fans to form of variable pricing this season, says Lafe- believe the best seat in the house is still at the mina. Taking a page out of American Express’ stadium, not the living room. It’s not that the 112.2 Million playbook, the league now refers to season NFL is struggling to put butts in seats—at- the average audience for Super Bowl ticket holders as “members,” he adds. tendance is back up the past two years after XLVIII, according to nielsen—the most- • The San Francisco 49ers are oŤering four straight years of declines. The NFL sold watched show in u.s. history. luxury suite customers a Yahoo-sponsored 98 percent of available tickets last season, “Fantasy Football Lounge at the new Levi’s and only two games were blacked out on TV. Stadium.” But last season’s regular season atten- $4 Million • As part of the new “Jets Rewards” pro- dance of 16,837,676 over 256 games (or 65,772 average price of 30-second spot on Fox’s gram, the club is ofering season ticket, PSL per game) was still down 3 percent from the broadcast of super Bowl XlVIII. and Club Seat holders the chance to watch a record 17,345,205 in 2007. That’s troubling game from owner Woody Johnson’s suite at to NFL executives who worry young fantasy MetLife Stadium, says president Neil Glat. Or players aren’t attending because they can’t $10 Billion even travel with the team to an away game. get the real-time stats at the stadium. annual league revenue, according to the The Jets may eventually ofer visits from Blame it also on rising costs during a wall street Journal. their “Flight Crew” cheerleaders to fans in the lingering recession. Average ticket prices stands, says Glat. But New York fans might for NFL games rose 3.1 percent to $81.54 not be as polite as Southerners. “Some people last season, according to Team Marketing $5-6 Billion will be interested in the photo-op,” notes Glat. Report. TMR estimated the price for a family annual TV revenue from partners nBC, Fox, “Other people are going to be saying, ‘Down in of four to buy tickets, food, beverages and CBs, esPn and DirectV. front.’” —[email protected]; Twitter: parking at $459.65. Some vacations cost less. @mmccarthyrev. ADWEEK | AUGUST 25, 2014 WorldMags.net 21 EXPERIENTIAL MARKETING WorldMags.netSPECIAL ADVERTISING SECTION

of brands participating in the EventTrack study are getting a better than two-to-one return and 14 percent say it is greater than five-to-one. Consider the number of high-profile brands that have turned to experiences to fuel their mainstream marketing eforts. Purina set up a cat café in New York City to draw attention to its 28-day challenge campaign, while Meow Mix got people to record its well-known jingle (see sidebar, page E4). Oreo set up a 3D printer to turn out customized cookies at this year’s South by Southwest Interactive. Coke’s ofeat vending machines have built the buzz for its Experience Open Happiness eforts. Designer brands like Marc Jacobs are using pop-up stores to draw attention during Fashion Week. It’s impossible to go to a festival or fair that doesn’t have multiple brands doing something experiential to grab attendee attention. Energizer’s Schick Hydro 5 brand created an activation at this summer’s Comic-Con in San Diego, pairing its razors with promotions taking place for the latest version of Ubisoft’s Assassin’s Creed video game. The game takes place during the French Revolution, and Counts the publisher got significant publicity for its Live events and experiential programs are fueling parkour-themed obstacle course. But once gamers had run the course, they could lie consumer desire to connect with a brand’s under a guillotine and get a shave and full towel service, courtesy of Schick. personality. By Karen J. Bannan Beyond providing the luxury of a barber- style shave, Schick’s goal was to generate the kind of one-on-one experience that would generate word of mouth and social chatter, amplifying the reach of the event. Shaves were provided for more than 200 people and some 2,000 razors were given away. Photos were taken pre- and post-shave and booth personnel did exit interviews. The rands looking to make a deeper connection with consumers are event went viral quickly on social turning to an old maxim: learn from experience. media, with its hashtag trending Experiential marketing, once an afterthought to Experiential in second place on the first day mainstream ad campaigns, is now emerging as the campaigns are of Comic-Con—no small feat backbone to a growing number of branding plans. In an fueling word-of-mouth, considering the numerous increasingly digital world, consumers are getting a chance social media and branded events and launches to touch, feel and respond to products personally, and live, content marketing going on. face-to-face events are being used to entertain, educate programs. Mike Rader, director, and create the kind of emotional stickiness that men’s systems at Schick, says brands crave. experiential events are helping The end result? Experiential campaigns are fueling word of to change the perception of the mouth, providing fodder for social media feeds and becoming the brand. “I spent years working on Capitol foundation of PR and content marketing programs. Hill,” he explains. “In politics you win one As Michael Shea, VP of creative and strategic planning for handshake at a time. We believe marketing experiential agency TEAM Enterprises, puts it: “At the end of the is best imprinted in feeling and emotion. day, everyone just wants to do something.” So [with our experiential event] we were That explains why brand marketers have been steadily metaphorically connecting consumers with increasing their spending on experiential programs. According the brand with a digital handshake.” to the 2014 EventTrack study conducted by the Event Marketing That’s similar to the approach taken by Institute, the average event budget will increase 5.4 percent in Shell Lubricants when it used the South 2014. The reason is clear when looking at the return brands are by Southwest conference to launch a new

getting on their experiential and event investments—62 percent Pennzoil brand. It may not seem like motor MILENKOVIC BRATISLAV ILLUSTRATION: BE1 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net

WorldMags.net EXPERIENTIAL MARKETING WorldMags.netSPECIAL ADVERTISING SECTION oil and technology go together, but the probably going to tell you it’s awesome, but company partnered with Nintendo, which with a bracelet attached to them you’re going was premiering a new version of its Mario Millennials Want to know if it’s true,” he adds. Eye tracking Kart franchise, to create an experience Experiences devices can also help marketers see what, called Mario Karting Reimagined. Using specifi cally, about a product is exciting and RFID technology and kart-mounted GoPro Millennials may be digital natives, but they whether attendees are truly engaged with it cameras, drivers were virtually immersed love live experiences. ItÕs part of the changing and the brand. in the Nintendo game. As they drove over expectations that generation has about The ultimate in experiential technology “power-ups” on the track, the cars would marketingÑthey want their brands to have a is anything that can help convert an respond as they would in the video game. personality, according to research from BCG. experience into a sale, says Matt Brown, Developed by Pennzoil’s agencies JWT And theyÕre more likely to align with brands director of digital at Legacy Marketing, an Atlanta, Coyne PR and MediaCom ESP, the that interact with them one-on-one. experiential fi rm that works with Absolut, event also gave participants cartoonized ÒExperiential marketing GE and Of ce Depot, among others. He videos of their races to share on is not just passing out singled out delivery apps such as Postmates social media. premiums in front of a and Drizly, which can be linked to an event trailer,Ó notes John Stewart, “The fi rst metrics we looked at were from to give consumers a chance to order and managing director of the PR side. We generated about 600 [press] Scouting Works. ÒYoung receive a product they’ve just sampled. “You stories and 90 percent of them were outside people want to use a click a button and the product is on the way of our usual automotive category,” says Chris product and [have] a really to your house,” he says. “That’s something Hayek, Pennzoil’s global brand director. “We deep experience with we’re hoping will help the CMO see how also had nearly one billion impressions.” the brands.Ó many people an event touched and created While Hayek couldn’t put a specifi c dollar That is extending into sales right away.” fi gure on increased sales, he explained that the multicultural space Others still see events as a way to create the event drove the equivalent of a $2 million as well. Brands that are buzz. When Austin, Texas-based software ad at a lower cost. targeting Hispanics are fi rm Bigcommerce opened a new of ce “If the experience is engaging and turning to events to reach in San Francisco, it built a high-profi le memorable, attendees will want to share the younger demographic, event around its ef orts to recruit area it with friends and family across their explains Elena Sotomayor, programmers. Using the poaching theme, VP of event marketing and social channels,” says James Riseborough, it went out to the corporate shuttle stops business development for president of Turtle Transit, which creates Cardenas Marketing Group. provided by Google and Facebook and served mobile marketing vehicles and interactive ÒThe real growth is for the about 450 poached egg sandwiches and displays and exhibits for a wide range of Hispanic millennial; itÕs 500 cups of cof ee to the tech companies’ well-known brands. “While ‘socially fueled’ huge for all brands.Ó commuters. The experience was designed to content is incredibly important, consumers show how the company took care of its own still crave interaction in the physical live employees as well as gain attention to the experience as well.” fl edgling brand. The challenge for many fi rms is to “With this event we could measure put metrics against their experiential conversions on site and look at conversations activations. According to the 2014 visual assessments of its booth visitors, other that were happening in real time,” says Erin EventTrack study, 78 percent of brands say marketers that are turning to technology Mills, COO at event marketing company they are measuring their programs, up from for metrics that can confi rm a participant’s Michael Alan Group, which oversaw the 71 percent in 2013. But what exactly should engagement, says W. Robert Gabsa, director program. they be measuring? Certainly, the goal is to of business leadership at Momentum The event bowed to impressive results. increase sales, but given the preponderance Worldwide. By the evening of the fi rst #poached event, of social media elements, companies now “We’re looking at the ability to attach the company saw a 150 percent increase in frequently look at other factors such as reach, a device to an event goer’s wrist as they go applications. Other signifi cant metrics: 94 brand lift and even the emotional impact on through the experience,” he says. The device percent of visitors to the company’s site that consumers. measures heart rate and temperature so came in from the Bay Area were new and Shoe manufacturer Vionic went for marketers can determine very authentically there were more than 5,000 social shares the emotional component with its June if a person is stressed, relaxed, frightened totaling 30 million potential views. experiential marketing program on the Santa or happy. “You can ask people all day, ‘What Still, it ultimately comes down to Monica pier, sponsoring a fi tness series and do you think of this product?’ and if you creating an emotional attachment with the creating a booth that encouraged people are giving them something for free they are consumer. “If we can activate a person’s to “break up” with their current fl ip-fl ops. emotions and get them connected to the “We took the campaign to a brand, that’s what we want,” says Greg health-minded group,” explains Bogue, VP of experience design Lisa Bazinet, the company’s VP for event and meeting producer of marketing, noting that the Maritz Travel Company. “We want company hosted an Instagram them to tell the story that the station that included fun props to company is incredible and I will support the brand’s positioning. do anything to remain a part of

While Vionic had to rely on this experience.” MILENKOVIC BRATISLAV ILLUSTRATIONS: E3 WorldMags.net AUGUST 25, 2014 | ADWEEK EXPERIENTIAL MARKETINGWorldMags.net SPECIAL ADVERTISING SECTION

Meow, Meow, Meow, Meow…

“I’m doing this for my cat!” That was the cry heard from the line at New York’s Columbus Circle on the afternoon of August 13 for the Meow Mix mobile sound booth. One of the most iconic TV ad jingles became the basis for experiential marketing, as animal lovers had chance to put their own spin on the Meow Mix song and record it live with the help of a DJ, a professional mic and plenty of cameras. For every unique version performed, Meow Mix donated 100 meals for hungry cats to the Food Bank For New York City. That’s what got Chessa Metz and Tony Jenkins from Winston- Salem, N.C. meowing (bottom left). Those that required a little more motivation to belt out some meows could get in the line to sing a duet with country music artist Kellie Pickler (top right). PHOTOS: CARRIE GEE

WorldMags.net EXPERIENTIAL MARKETING WorldMags.netSPECIAL ADVERTISING SECTION

event marketing and business development at CMN, the experiential program needed to complement Bud Light’s overall marketing for the soccer championships. With Brazil as the host country, Bud Light had created a series of ads that used the country’s “carnival” heritage to promote that it was the perfect beer for whatever happens during the FIFA World Cup. It wanted to extend that party atmosphere to traditional retail, bars and restaurants, encouraging the target audience (Hispanics, age 21-27) to enjoy Bud Light, the ofcial beer sponsor, during the festivities. “What’s the next best thing if you’re not going to Brazil? Go to the hottest viewing party,” says Sotomayor, explaining the strategy behind the activation. The program kicked of with high-profile viewing parties in key markets timed to coincide with the opening match between Brazil and Croatia. In Miami, an outdoor block party featured a carnival float and samba dancers, stilt walkers, the Fútbol Kings (freestyle soccer players that combine tricks with capoeira kicks and moves), not to mention a giant screen broadcasting the game. In St. Louis, a similar viewing party was held at the Anheuser-Busch Biergarten. On June 17, the day of the Brazil- Mexico match, another large viewing party was held in Los Angeles, also featuring CMN Brazilian-themed entertainment as well as appearances by TV personalities from Univision’s República Deportiva, its highly Events rated weekend sports show and ofcial brand ambassadors of Bud Light. In addition, Mexican soccer great German Villa made a special appearance. Engage On-premise activations took place in sports bars and lounges in 18 key markets during matches expected to have the highest Hispanics attendance (mostly those featuring Mexico, Brazil, Argentina, Colombia, Germany and the USA). Bud Light’s FIFA World Cup It all culminated with the FIFA World activations show how experiential Cup Finals Bud Light VIP Party in Las works for multicultural audiences Vegas. More than 800 winners were flown to Las Vegas, all expenses paid, to watch the championship match at the trendy Rain During the FIFA World Cup, everyone’s Bud Light’s FIFA World Cup activation included Nightclub and the luxurious Palms pool. a soccer fan. And in no segment was that a series of Brazil-themed street events (top) and Celebrities such as Nick Cannon and Mario more true this year than in the Hispanic culminated in an exclusive finals viewing party at Lopez extended the “up for whatever” community, where rooting interests and Las Vegas’s Palms pool. entertainment. fútbol mania fueled some of the most As Sotomayor notes, these types of passionate crowds across the U.S. multicultural audiences. Having worked with experiences are becoming critical to This phenomenon hardly escaped the Bud Light brand for close to a decade, reaching multicultural audiences. “With the Cardenas Marketing Network (CMN), the CMN was tapped to organize a series of Hispanic consumer, you have to be where experiential marketing agency that uses experiential events supporting the brand’s they work and where they play,” she says. live events to help major companies such status as the ofcial beer of the 2014 FIFA “That’s why these kinds of 360 approaches as Anheuser-Busch, Wrigley, Johnson World Cup. are important.” & Johnson and Nike connect with According to Elena Sotomayor, VP of www.cmnevents.com E5 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net

WorldMags.net EXPERIENTIAL MARKETING WorldMags.netSPECIAL ADVERTISING SECTION Kickstarting Conversations

Legacy Marketing Partners Why are digital and social channels now integrates digital and social to critical to experiential programs? Kapsalis: When experiential goes well, transform its experiential programs it’s magical; you convert someone in front of your eyes and they become an evangelist TodayÕs experiential marketing programs for the brand. I’d make the argument that have to reach far beyond just the people what we do—the one-to-one, personal attending in person. Through social and experience—is the most efective form of digital channels, those at the events—not marketing. The challenge is to do this at to mention the brands hosting them—can scale. Having the right social and digital connect far-flung friends with what’s tools allows that to happen. We don’t want to Digital and social media amplify the reach of happening live by actively sharing what’s lose the personal experience. We just want to Legacy Marketing Partners’ events for Tic Tac taking place. amplify it. (above) and The Glenlivet scotch. Legacy Marketing Partners takes The other part is measurement. We’ve advantage of the symbiotic relationship always been able to measure number of their inception. We want to deliver cross- between live and digital engagement by touches, but what do those people do when channel concepts where users can easily building digital and social into its events. they leave the event? Social lets us track interact, engage and share. And we want Last year, it executed 25,000 events those conversations better. them to be able to do it before, during and across the country, generating 4 million after our events. live engagements and 110 million social How do you build in the digital components? impressions. Digital is integrated within everything What would be an example of event/digital We spoke with Chris Kapsalis, general we do. We can’t develop an event concept engagement? manager of Legacy Marketing Partners, and then bring in the digital guys Tic Tac came to us and wanted to reach a to find out more about how brands can afterwards to figure out a Facebook add- younger audience. We came up with the Tic leverage digital tactics across their live on. Our campaign concepts need to be fully Tac My Pack Tour, a cross-country tour that event experiences. integrated between live and digital from met millennials at music, art and culture festivals. At the events, they could use this cool RFID technology to make their own label and pack, mixing and matching any of 13 diferent flavors. But how could we get to those who couldn’t experience it first hand? We brought it all to life online. Social sharing was encouraged with a green screen photo activation, strong hashtags and larger- than-life Tic Tac packs that people would want to photograph. We also created a website where people could create a digital version of their ideal Tic Tac pack to share with their friends on social media. It’s a great example of combining experiential activation with digital extensions to create a 360-degree experience.

Why is high-touch so important? For many brands, the only point of diferentiation is the relationship. There needs to be some kind of deeper dialog. Younger consumers are demanding it. They want the power of the experience. We need to do more than talk to consumers. We need to connect with them It sounds clichéd, but that’s the reality of it. www.legacymp.com E7 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net

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Maritz Travel Company challenges clients to create a single organizing principle for their events. A Better Meeting and with business outcomes. Often, this requires a mix of big ideas and Event Experience small details. As Bogue explains, it might include mapping out the emotional highs and lows of a meeting to create the most efective Maritz Travel Company builds a narrative that tells the organization’s values agenda or doing little things like replacing blueprint for successful event and purpose. During the planning stages of email announcements with print invitations an event, the key is to create a common vision to make an event feel more special. design and execution that all stakeholders can use as a beacon Life insurer Penn Mutual was an early to guide the event design and execution. adopter of Maritz Travel Company’s Meetings and events are among the unsung Creating this one- or two-word “organizing approach. Each year, the company hosts its heroes of business-to-business marketing. principle” is critical to Maritz Travel Royal Blue Conference as a way to reward These face-to-face experiences—events Company’s methodology and keeps everyone and celebrate its top performers. While Penn like sales meetings, corporate events and laser-focused on the interests and needs of Mutual considers the conference part of its incentive trips—not only bring like-minded the event participants, he says. rich history, it also found that the acceptance people together, but create the connections “The director Francis Ford Coppola used rate had dropped—just more than half of to inspire teams, enhance engagement and this technique for his movies, discovering the those who earned the right to attend actually deliver value back to the brand. theme in one or two words,” Bogue says. “We attended. Maritz Travel Company—which consists challenge our clients to find that organizing Together, Penn Mutual and Maritz Travel of Maritz Travel Meetings & Incentives and principal. It’s the design standard that the Company focused their eforts on the early Experient—is one of the best known brands experience needs to be checked against.” phases of the event design, Bogue says. They in the meetings and events industry. It works Once Maritz Travel Company and created stories around the destinations, with a wide range of corporate, association, the client have arrived at the organizing developed a more robust website to attract government and trade show clients. Its team principle, they begin brainstorming the guest people with more information and enhanced of professionals is dedicated to fulfilling its narrative. Bogue notes that the company the announcement packet to make it feel more vision of perfecting the event experience has broken down the guest journey into special. The results? Acceptance rates jumped by delivering cutting-edge thinking on eight distinct phases—from the initial 30 points from the low 50s to the low 80s. experience design and technology solutions announcement of the event through the “Penn Mutual realizes that if someone for meetings, conventions and trade shows. ongoing event experiences and up to the close attends a conference, their results improve; According to Greg Bogue, VP of and post-event attendee engagement—that these events create greater sales and greater experience design for Maritz Travel serve as a blueprint for developing each event brand loyalty,” Bogue notes. Company, a successful event requires a and ensuring that guest impressions align www.maritztravel.com E9 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net The Guest Experience Is All About The Journey.

Meaningful, motivational and memorable events are essential to transforming your business. Our science-based approach to event design starts and ends with the guest experience.

Through a deeper understanding of people, our solutions help companies achieve its business goals and objectives.

l Your Brand: Refect your company’s mission and brand through every aspect of your event.

l The Concept: Follow a distinct, guiding principle throughout planning and implementation.

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Explore our expertise and download an overview of our eight phases of experience design at www.MaritzTravel.com/Journey

877.462.7489 866.516.1461 www.MaritzTravel.com WorldMags.net www.Experient-Inc.com EXPERIENTIAL MARKETING WorldMags.netSPECIAL ADVERTISING SECTION A Merit Badge for Brands The Boy Scouts of America embraces event and experiential opportunities for marketers that want to reach young people

Imagine a brand activation at an event attended by a high-energy crowd of 50,000- plus in your target demographic. Or becoming part of the experience of more than a million involved and engaged people who want to learn about what you have to ofer in a positive, meaningful way. That’s what the Boy Scouts of America is ofering to marketers that want to reach the youth market. To do this, it has set up Scouting Works, an engagement platform to build partnerships with brands that want to impact the lives of youths and their families. It ofers marketing, media and sales opportunities with an integrated approach draws more than 57,000 people for a 10-day focused on results. celebration of the best of Scouting. Brands “We formed this with the sole intent and have multiple opportunities to engage with purpose to serve the marketing community,” this audience. AT&T, for instance, kept explains John Stewart, managing director attendees connected and charged, providing of Scouting Works. “We want to work with tablets and smartphones for Scouts to use people who want to put a product in front of in Connection Zones throughout the event’s America’s youth.” 10,000-acre property. The Boy Scouts is one of the most Similarly, each year more than a million iconic and well-recognized brand names, boys and girls attend one of the hundreds representing dependability, leadership and of Scout camps. Brands can be part of these trust. Scouts are everywhere—there are some experiences by providing expertise, resources, 2.7 million young men and women currently programs and venues, introducing themselves enrolled in Scouting, more than a million to their next generation of customers. adult volunteers, and more than 50 million “When you have more than a million kids living Scouting alumni. Scouting’s pillars of a year going camping, things happen. These service, adventure, learning and leadership are real, deep brand experiences,” Stewart help foster self-confidence, ethics, respect explains. “A kid working on a Motorboating for others, academic skills and leadership merit badge, it’s a great way to introduce abilities, and brands have the opportunity to them to water sports.” be a part of it. Earlier this year, ATV maker Polaris For years, companies have been signed a 10-year partnership with the BSA able to engage with Scouts through the to promote of-road safety and respect organization’s various media properties Brands targeting the youth market can partner for the environment. Polaris is providing like Boys’ Life magazine. Through Scouting with Scouting Works to have an integrated presence vehicles and safety equipment to Scout Works, brands can also incorporate the at Boy Scout events and experiences. camps throughout the country, putting their Boy Scouts’ various national and regional product in the hands of tens of thousands of events, retail channels and other partnership alumni and their families, as well as leaders in future outdoor enthusiasts. opportunities. business, youth development and education. It’s all a way for brands to, in the words of For example, each year the Boy Scouts Hosted every four years, the largest and most Scouting, be prepared. organizes events that reach its members, well-known—the National Scout Jamboree— www.scoutingworks.com E11 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net

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of diferent industries, including technology, CPG, automotive and lifestyle They include Kraft, Volkswagen, U.S. Cellular, Sparkling ICE and Vanguard. According to Gregory, “There is really no industry for which we have not been able to generate results.”As an MDC Partners company, it also supports agencies such as 72andsunny, KBS+, Crispin Porter + Bogusky and others. According to Michael Shea, TEAM’s VP of creative and strategic planning, what sets the agency apart is its ability to be “consumer- relevant” while still meeting the objectives of its clients. “Because we have a large infrastructure of over 400 field employees and over 7,500 promotional specialists, we’re able to gather insights and local nuances,” he says. “It’s like having our own full-time focus group.” In its campaign for U.S. Cellular, local insights helped TEAM develop a cause sponsorship tie-in around supporting high school sports. Because U.S. Cellular wanted to create a sense of community for its customers who typically live in smaller markets, it came up with programs that provided perks for high school events (such as free entry to games for customers). “We had an impact on these local communities while also driving results for the client,” Shea says. In many cases, TEAM’s approach means coming up with experiential events and activations that really encourage user participation, Shea notes. For example, for Sparkling ICE, TEAM enhanced the brand experience for consumers by designing large TEAM Enterprises format “ICE Cubes,” colorful, eye-catching locations that are used at festivals and where people can sample the product. Social media components keep the brand interaction alive Focuses on Relevancy afterwards and help drive consumers to retail. Sparkling ICE has become the fastest Agency celebrates 25 years growing non-alcoholic beverage in the U.S., with marketing that is almost exclusively of creating high-impact, through sampling eforts, social buzz and engaging experiences word-of-mouth. “This is what we call ‘experiences without TEAM Enterprises has come a long way an expiration date,’” says Shea. “Its irrelevant since it started as a DJ service for large-scale how the consumer first engages with a events 25 years ago, using branded content brand. What’s more important is that the to engage and entertain consumers. During relationship is maintained. We use events it’s early days, Dan Gregory, current CEO, led connected to digital eforts to ensure the what was a small, six-person shop to what has conversation between brands and consumers become a leader in experiential marketing TEAM Enterprises’ activations include experiences doesn’t expire.” with 450 employees generating more for Sparkling ICE (top) and Bacardi. As it celebrates its silver anniversary, than $60 million in revenue. “We saw an TEAM wants to keep the focus on relevancy. opportunity to evolve how consumers engage still part of its roster. “Too often, clients forget about the real intent with brands in the marketplace,” states While its heritage is in the spirits and a consumer has for attending an event,” Shea Gregory. “Now our programs reach more nightlife segment working with companies explains. “We need to make sure that the than 14 million consumers annually across such as Bacardi and MillerCoors, TEAM consumer is having an awesome experience 145,000 events.” But what’s perhaps most has adapted and diversified to ofer creative, and you—the brand—can be a part of it.” impressive is that its first client—Bacardi—is production and execution services in a range www.teamenterprises.com E13 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net

g toge www.teamenterprises.com WorldMags.net WorldMags.net ANNOUNCING THE CLASS OF

PAUL2 MARK MICHELLE N. CAMILLE 14 TRUDY BRAND GENIUS CRANDELL CRUMPACKER FERNANDEZ GIBSON HARDY GALA VP of Marketing, Chief Marketing Director, ITCG Camera VP, Marketing VP of Marketing, GoPro & Development & Video Marketing, Director, BMW of North Officer, Chipotle Canon U.S.A., Inc. General Mills America SEPT MATT QUINN DAVID SHANE DANA JAUCHIUS KILBURY MELANÇON SMITH WHITE EVP, CMO, Brand Director, Former EVP, CMO, CEO & Founder, President, 30 Nationwide Newcastle Benjamin Moore VICE Media UFC Brown Ale & Co. BE THERE

RESERVE YOUR TABLE NOW KAREN ELYSE 917.327.4165WorldMags.net [email protected] adweekbrandgenius.com #brandgenius BackPORTRAIT PAGE 38 | PERSPECTIVEWorldMags.net 40 | INFORMATION DIET 42

Zenith rolled out a black-and-white TV set with an attached color converter in 1950. CBS, however, aired the first color show called Premiere on June 25, 1951, which included stars Ed Sullivan and Arthur Godfrey and sponsors General Mills and Ford Motor Co. photo: CBS via Getty imaGeS ADWEEK | AUGUST 25, 2014 WorldMags.net 37 Back WorldMags.net Specs Portrait Who Shelley Stewart, founder and cEo What creative agency o2ideas Where Birmingham, ala. a former radio personality decides to get into advertising—47 years later he’s still going strong, working with clients like Verizon and Gateway.

In 1967, radio personality Shelley Stewart decided he wanted to start an ad agency that would work for clients who advertised on his show. as an african american in civil-rights-era Birmingham, ala., Stewart knew he needed a partner so he sought out an old friend, cy Steiner, with whom he formed Steiner advertising (Steiner was the face, Stewart was the silent partner). over the years, the shop went through many iterations, ending up in the 1990s as o2ideas and graduating to national brands. today, o2ideas handles all manner of creative work for Verizon, Gateway and the Mattie c. Stewart Foundation. the 80-year-old has no plans to stop. “I don’t like the term retire,” said Stewart. “I’ll reduce activities, yes, but I want to be with [o2ideas] as long as they’ll let me.” —Kristina Monllos photo: cary norton cary photo: 38 WorldMags.net AUGUST 25, 2014 | ADWEEK For bringing hip-hop to our ears, culture to our clothes WorldMags.netand uniting the worlds of art and commerce

Visionary

2013 Brand Visionary 2014 Winners russell honored simmons sePt 30 Entrepreneur, Philanthropist CIPRIANI 25 BRoAdwAy

To Reserve your Table: Karen eLyse 917.327.4165WorldMags.net [email protected] adweekbrandgenius.com #brandgenius Back WorldMags.net Perspective Spam It Up By Robert Klara Hormel’s famous ‘miracle meat’ hasn’t sold 7 billion tins by sitting on its can. A look at the meat of Spam’s marketing.

London in late December 1942 wasn’t a very merry place. The blitz had dragged into its second year, damaging or destroying nearly a million buildings. Londoners slept in the Underground each night. Over 150,000 families had no water, gas or electricity. Amid the desultory landscape, CBS broadcaster Edward R. Murrow began his Christmas broadcast for CBS radio listeners in America. “This is London,” Murrow intoned. “Although the Christmas table will not be lavish, there will be Spam luncheon meat for everyone.” Oh, boy. That the world’s most influential journalist found encouragement in a 12-ounce can of vacuum-sealed pork shoulder says much about the times. It also says a lot about the staying power of a brand. Fickle foodies and city snoots might be unaware of the fact, but Spam—which turned 75 years old in 2012—remains one of the most popular and enduring packaged foods in the world. The publicity folks at Hormel report that Spam is for sale on every continent except Antarctica and sits on 99 percent of grocery shelves in America. Every year, citizens of the world buy 122 million cans of Spam and eat them at a rate of three every second. Given that sort of popularity, it might seem like advertising Spam would be a breeze. But as the ads here show, not quite. Spam isn’t just a unique food (for the record, the ingredients are pork, water, salt, potato starch, sugar and sodium nitrate)—it’s one with a unique marketing challenge. When the U.S. government contracted with Hormel during World War II to send 150 million pounds of Spam overseas as K-rations and U.K. relief packages, even initial fans of “miracle meat” got sick of it fast. (Monty Python’s witheringly hilarious Spam routine from 1970 was rooted in this very thing.) So when Hormel ramped up its postwar advertising, it had to overcome Spam fatigue. How? As this 1959 ad from Reader’s Digest shows, the trick was distancing Spam from its meat- in-a-can image and casting it as dinner. “You can’t go wrong with a picture of the food and an idea of what you can do with it,” observed Bill Winchester, chief creative officer of Lindsay, Stone & Briggs, which has worked with leading packaged-food brands. Indeed, Winchester added, “that’s what they were doing then, and it’s what they’re doing now.” He’s referring to this 2014 Spam ad, which seems to be taking its creative cues from decades past by presenting Spam as an appealing entrée (and consigning the can to a lower corner of the ad). It’s also no accident that these dishes have a Spam Hawaiian was a pretty shrewd recipe to pitch at postwar shoppers. Not only did over 2 million decidedly Far Eastern tint. Then and now, Spam American boys serve in the Pacific in World War II, but many also came home with a taste for pineapple. To easily swapped places with salted pork used in stir this day, Hawaii is America’s No. 1 Spam state, with an average of 5.6 cans consumed per person per year. fry. And in much of Southeast Asia, Spam gift packs Surely, that figure renders Spam as “dandy,” at least in the 50th state. are reportedly popular wedding gifts. Look it up. 40 WorldMags.net AUGUST 25, 2014 | ADWEEK WorldMags.net ‘You can’t go wrong with a picture of the food and an idea of what you can do with it.’ Bill Winchester, chief creative officer, Lindsay, Stone & Briggs

The chopsticks and square plate continue the Spam marketing tradition of nodding to Asia. Also, “this ad’s colors, yellow and blue, are Spam colors,” Winchester added. “So they pulled that brand attribute in.”

In 1950s America, a stir fry was probably a bit exotic for the home kitchen. But today, as Winchester points out, an ethnically diverse consuming population would take to this dish called Spam Fried Nice! (yes, that’s the name) naturally.

This is Sir Can-A-Lot. He appeared in 2012 as part of Spam’s 75th anniversary. According to the company website, his “crusade [is] to rescue the world from routine meals.”

ADWEEK | AUGUST 25, 2014 WorldMags.net 41 Back WorldMags.net Specs Information Diet Age 41 Accomplishments Stars as Harry Houdini in History’s two-part biopic, Houdini (airs Sept. 1 Adrien Brody and 2 at 9 p.m.); winner of the Academy Award for Best Actor in The Pianist (2002); founder of Fable Bad news for the Houdini star’s Facebook ‘friends’: House production company Base New York and Los Angeles The actor doesn’t go anywhere near social media.

What’s the fi rst information remarkable. It’s 20 bucks, and you consume in the morning? it’s a mini studio. Technology I try to gather my thoughts and is pretty incredible. I’ve been then I turn to my emails because making music for 20-something I’m usually on location and years, and I have all this there’s a massive time difference. equipment that’s basically So I have to deal with whatever’s collecting dust because my urgent before I go off and laptop and iPod can do so much. disconnect. How do you listen to music? Houdini How do you get your news Pandora is great. It doesn’t work when you’re on location? On out of the country, unfortunately, This my iPad, usually. I’ll check out so I haven’t had it at my disposal Houdini The New York Times online, for some time. I’ll usually buy is also CNN, Huffi ngton Post. I’m stuff online, which is the easiest a DJ. not really religious about it. way to get my hands on music. I It’s interesting talking about just did a DJ gig, so I had to stock technology because I was in the up on a bunch of new music, Gobi desert recently and there which was exciting. And I actually was only sporadic Internet, and bought a DJ app for my iPad, limited at that because there which I taught myself to use. were fi rewalls up everywhere. So the information that came in was What have you been listening also very limited. to lately? Lately I’ve been getting inspired by the ‘20s and Are you on social media? No. ‘30s, so I’ve been listening to I do feel like most people seem a lot of Al Bowlly and music of surprised that I’m not, especially that era. if they have relationships with me online through my numerous What’s on your reading list? fraudulent Facebook monikers I just read a wonderful book, a [laughs]. I think that there’s novel by Dalia Sofer called The a conception that actors are Septembers of Shiraz, which constantly seeking ways to be takes place during the fall of visible, but it’s something that the Shah, about a family that’s takes a lot of time to manage pulled apart when the husband carefully. I do contemplate is abducted by the Revolutionary Instagram because I love Guard. I made [a fi lm based on photography and I love sharing the book] recently, and when personal moments—I don’t mind there’s a novel or any reading that aspect of it—but there is material that’s inspirational to something about doing too much the story—just like memoirs of social media that doesn’t really [Wladyslaw] Szpilman that led work for me, personally. to [Roman] Polanski’s fi lm The Pianist—it’s very helpful for What’s your favorite app? fi nding clues into the character I have an iPad app that I love that may have not made it into Inspired by the called BeatMaker 2 that’s a the screenplay. sounds of the ‘20s music production tool that’s – Emma Bazilian

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