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Adweek Arc Awards Honoring the finest Story Arcs in Branded Content

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Adweek Arc Awards Honoring the finest Story Arcs in Branded Content THE VOICE OF MEDIA | OCTOBER 3, 2016 DONALD GLOVER The creator of FX hit Atlanta is one of this year’s Young Influ ntials— people under 40 changing business and culture. IT’S ALL ABOUT THE STORY Announcing the first-ever Adweek Arc Awards honoring the finest story arcs in branded content. A partnership with FPT Media’s Brand Storytelling Conference, a sanctioned Sundance Film Festival event ENTER TODAY adweekarcawards.com ADWEEK | OCTOBER 3, 2016 | VOL. LVII | NO. 32 UPFRONT CntsTHE WEEK 4 Presidential debate sets ratings record; BlackBerry out of handset business; will Viacom, CBS reunite? TRENDING 7 COVER STORY CW flies solo; Peanuts forever; Q&A with Frito-LayCMO;brands making video games. VOICE 12 Advice to millennial talent. DATA POINTS 13 How technology affects the way we consume entertainment. From advertising, MOVER 14 consumer brands Men’s Health editor and tech to media Matt Bean. and entertainment, FACETIME 15 these people under Advertising Week 40 are making New York. their mark. 16 PERSPECTIVE BRAND NAME 35 5-Hour Energy packs a punch. SWIPE 37 HomeTap. PORTRAIT 39 RRY; THIS PAGE: SMALLZ & RASKIND/CONTOUR BY GETTY IMAGES New York digital agency Cake & Arrow. SPACES 40 Inside CMG co-founder Katherine Power’s base overlooking L.A. INFO DIET 41 Comedian Chelsea Handler on choosing brands she will KATE (and won’t) hawk. McKINNON The SNL star—and LOOK BACK 42 Hillary doppelgänger— Jeff Zucker, is one of this year’s before CNN. Young Influentials. COVER: PHOTO: ROBERT ASCROFT; STYLING: JOLENE NAVA; GROOMING: JADE PE ADWEEK | OCTOBER 3, 2016 3 MOOD BOARD The Week In Emojis BlackBerry to stop building its own phones. Modern Family ACBS-Viacom merger would bring together CBS with networks like Comedy Central. BROTHERS SH/WARNER Elon Musk announces SpaceX plan to colonize Mars. EIBER/CBS; NCIS: KEVIN LYNCH/CBS; BIG BANG: MICHAEL YARI Volkswagen names its new car the “#PinkBeetle.” TOP STORY TOGETHER AGAIN? A DECADE AFTER SPLITTING, CBS AND VIACOM CONSIDER ANOTHERGOATAMERGER.BY JASON LYNCH The rumors floating around all year that CBS Corp. and Viacom might recombine 10 years after they split apart are no longer just rumors. Last week, National Amusements sent a letter to both boards asking them to consider a merger in what would be an all-stock deal. National Amusements, which owns 80 percent of the voting shares of both Viacom and CBS, also said it won’t accept or support a third party acquiring either company, nor any deal under which it Saturday Night Live would not control the merged company. Many analysts and investors have said this year that the taps Alec Baldwin to beleaguered Viacom’s best path to success lies in merging once again with CBS. Leslie Moonves, play Donald Trump. CBS Corp.’s chairman and CEO, is expected to run both companies, though The Wall Street Journal reported this past summer that, at the time, he was not interested in that role. COLBERT: JEFFREY R. STAAB/CBS; BROAD CITY: LANE SAVAGE; CORDEN: ART STR 4 OCTOBER 3, 2016 | ADWEEK THE WEEK AD OF THE WEEK ANA Calls NEWS Audi For Facebook Metrics Audit The first presidential debate brought with it one of the most entertaining ads One week after details about of the year—Audi’s “Duel,” a rollicking Facebook inflating its video metrics 90-second spot with (it turns out) for advertisers were discovered, the two parking valets fighting over who Association of National Advertisers gets to park an RS 7. Filmed brilliantly called for an audit and accreditation by Ringan Ledwidge and run almost of the social platform’s metrics. entirely in reverse, it’s one of those The ANA’s qualms stemmed rare spots that marries an inspired from a report in The Wall Street idea and flat-out stunning execution. Journal finding that Facebook The media placement was perfect, Agency: overestimated the amount of too—around a high-profile broadcast Venables Bell time users spend with videos by of a real-life man and woman locked & Partners anywhere from 60 to 80 percent. in their own epic battle. There are 18 In a blog post, ANA president and Easter eggs hidden in the spot. Can CEO Bob Liodice wrote, “While you find them all? –Tim Nudd ANA recognizes that ‘mistakes do happen,’ we also recognize that Facebook has not yet achieved the BIG NUMBER level of measurement transparency THE GREAT that marketers need and require. DEBATE … With more than $6 billion of marketers’ media being directed to Donald Trump $1 Facebook, we believe that it is time dominated 62% BILLION for them—and other such major the Twitter media players—to be audited and ACCOUNT IN REVIEW conversation during Pay-TV providers’ accredited.” —Lauren Johnson last Monday’s estimated loss in debate,accordingto 38% revenue due to the social network. LOWE’S cord-cutting Home improvement retail chain Lowe’s over the next has issued an RFI ahead of its first media MOST TWEETED TRUMP SAYS HE HAS A Twitter Opens MOMENT >>> “GOOD TEMPERMENT.” 12 months. agencyreviewsince2005.Thereview (SOURCE: CG42) Moments to All comes roughly 10 months after the Once upon a time, Twitter Moments Mooresville,N.C.,chainpromotedformer was a closely guarded fortress vp ofadvertisingMarciGrebsteintothe ‘I will crush each one of you. surrounded by moats of publishers role of chief marketing officer reporting vying to get a spot on the throne. to chiefcustomerofficerMichaelJones. m sorry if it’s painful.’ The feature, which aims to be “the Lowe’sCompaniesInc.iscurrentlythe Wendy Clark, DDB North America best of Twitter in an instant,” was U.S.’ second-largest home improvement CEO and former coke CMO at an only available to Twitter employees retailer and its eighth-largest retail advertising week panel last and certain publishing partners. company by annual sales. According to monday, where she spoke about But that changed last week when the latest numbers from Kantar Media, eing underestimated because of er gender. “[My Coke colleagues] Twitter announced Moments would Lowe’s spent approximately $320 million would say I only got the job be open for all users to create on paidmediain2015and$162millionin because I’m a woman,” she said. their own masterpieces. Using the thefirsthalfof2016.–Patrick Coffee new tool, the social platform’s members will now be able to collect multiple tweets, GIFs, Vines, static images and videos as Refinery29, Lane part of a single “moment,” giving MEDIA people an easy way to collect their favorite tweets during an awards Bryant Partner to show or even create a photo Fight Stereotypes album. —Sami Main More than 67 percent of women in the U.S. are considered plus size, IN/OUT yet those women make up less than 2 percent of the images in media consumed by a female audience. Refinery29 and Lane Bryant are NHL taps aiming to change that through The 67% Project, an initiative through Pandora exec Heidi Browning which Refinery29 will include a broader range of women across all as Lyor of its editorial content. Orange Is the New Black star Danielle Brooks its new CMO. YouTube hires Cohen will be guest creative director for the project, which runs through as global head of music. Pat Oct. 2. Refinery29 also is partnering with Getty Images on The 67% BBH North America CEO Lafferty Ari Weiss Collection, a series of images that showcase women of diverse sizes and CCO to exit Federica Marchionni and backgrounds that appear on Refinery29’s website and also are the agency. available for licensing through Getty. –Kristina Monllos steps down as CEO of Lands’ End. ADWEEK | OCTOBER 3, 2016 5 BRAND GENIUS AWARDS OCTOBER 25TH, 2016 RAINBOW ROOM, NYC TICKETS ON SALE NOW INTRODUCING THE 2016 HONOREES IMAGINE POSSIBLE FOR CONTINUALLY EVOLVING HIS BRAND FROM FITNESS, TO FILM, TO POLITICS AND NOW IN THE BALLROOM 2016 Brand Visionary ARNOLD SCHWARZENEGGER Businessman, Actor, Former Governor of California SPONSORED BY NDING | THIS WEEK’S INSIGHTS SNACKING doing on college campuses. The Choose machine asks if you’re registered or lose to vote, and if the answer is “no,” Flavorless we deliver the No Choice bag. It’s a Doritos for election A CMO Makes a simple way to bring the idea of choice season to a level everyone can relate to. Bold Choice This Was upper management nervous about putting cardboard in a bag and calling it Doritos? It was a bold Election Season step to put cardboard chips in that bag, especially when typically we’re trying to raise the appetite appeal. TO-LAY’S JENNIFER SAENZ HAS HAD MANY In one sense, though, it’s consistent game—you’ve announced that this LAVORFUL IDEAS. SO WHY IS DORITOS MAKING with other marketing you’ve year was the last. So, where do you CHIPS OUT OF CARDBOARD? BY ROBERT KLARA done—like “Flavor Swap,” where go now? We’re trying always to be consumers voted for their favorite ahead and make sure what the next big chip, and “Do Us a Flavor,” where thing is. I’d say that you’re just going to consumers suggest new chip have to wait and see. Over the years, Frito-Lay has tried that a risk here? We’re not really flavors. So it’s all … participatory. some pretty wild things to get the talking about partisan issues. For us, I completely agree. Consumers don’t Frito-Lay is always touting a new public excited about snacks. From it’s really about participation. want to be marketed to. They don’t flavor, and you recently talked spotlighting its potato farmers to want to be talked at about brands, and about trends like spices, cheese dipping chips in chocolate to letting the You guys made a bag of cardboard forusit’sreallyhowarewehav and herbs, and Japanese and public shoot its Super Bowl spots, the chips and labeled it “Doritos an ongoing dialogue.
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