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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 Bares All 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 For event details, weekend schedule, registration and hotel information, and sponsorship inquiries, visit us at www.adcolor.org. 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.