MEDIA AGENCY OF THE YEAR BREAKTHROUGH HEARTS & SCIENCE PHDGLOBAL U.S. HAVAS CEO COLIN KINSELLA AND TEAM « TOREOFFASTRINGOFMIDSIZE CLIENT WINS USING THE PARENT COMPANY’S ‘VILLAGE’ APPROACH. BY PATRICK COFFEE HERE’S TO A WORLD OF BEAUTIFUL IMPRESSIONS. And what an impression you continue to make on us with your boundless vision, innovation and creativity. Congratulations Havas Media, Adweek’s U.S. Media Agency of the Year. Thank you for 20 years of excellence and counting. That’s the right way to win in this big, bold, beautiful world. Your friends at OppenheimerFunds. ©2017 OppenheimerFunds Distributor, Inc. CONTENTS THE WEEK IN MEDIA AND MARKETING FEBRUARY 13, 2017 | VOL. LVIII NO. 4 FEATURES AGENCIES OF THE YEAR 15 Honoring PHD, Havas and Hearts & Science. UPFRONT TRENDING 4 72andSunny N.Y. office tour; measuring Twitter Loops; TV chiefs on the state of the season. VOICE 11 Model of a modern media executive. TOP STORY DATA POINTS 12 Influenster’s YouTube visual storytelling report. COURTING CONTROVERSY UNDER ARMOUR ENDORSERS COME OUT AGAINST CEO’S PRO-TRUMP COMMENTS. BY KATIE RICHARDS Some of Under Armour’s biggest celebrity endorsers are speaking out against the apparel brand’s CEO Kevin Plank for referring to President Donald Trump as “a real asset” to American businesses in an interview with CNBC. In an Instagram post, ballet dancer Misty Copeland praised the brand for supporting her over the years, but said that she “strongly disagreed” with Plank. Actor Dwayne “The Rock” Johnson also took to PERSPECTIVE Instagram to respond to Plank’s comments, saying, “These are neither my words, nor my beliefs.” NBA star Stephen Curry had perhaps the most memorable take on the situation: BRAND NAME 34 When asked by the San Jose Mercury News about Plank’s description of Trump as an Jägermeister “asset,” he responded, “I agree with that description, if you remove the ‘et’ from asset.” says bye to bros. Later in the week, Under Armour tried to mitigate the backlash by issuing a statement against President Trump’s proposed travel ban—but not disavowing its CEO’s remarks. MOOD BOARD The Week in Emojis MOVER 36 Sports Illustrated’s Chris Stone on scoops and swimsuits. PORTRAIT 37 New York-based Oberland. LOOK BACK 38 New York Times offers Christie Brinkley returns GE aims to have Domino’s launches And the Oscar free Spotify Premium to Sports Illustrated 20,000 women in wedding registry as COVER: KEVIN SCANLON; THIS PAGE: BRINKLEY: PATRICK MCMULLAN/GETTY IMAGES; GE: BLOOMBERG/GETTY IMAGES goes to … . with digital subscriptions. Swimsuit Issue at age 63. tech roles by 2020. Valentine’s Day promotion. TRENDING | THIS WEEK’S INSIGHTS OFFICE TOUR RAY OF Room with a view 72andSunny wanted a space with plenty of windows and natural light. The beautiful LIGHT views don’t hurt either. Peer to peer The team cut a giant 72ANDSUNNY BUILDS A hole between fl oors BRIGHT NEW HOME IN to let more light in and keep the entire offi ce THE HEART OF DUMBO. feeling connected. BY KATIE RICHARDS At its core, 72andSunny envisions itself as “an antidote to the cynicism that can be pervasive” in the ad industry—and Madison Avenue in Furry friends particular—according to the agency’s The agency partner and CEO Matt Jarvis. So it’s keeps only fi tting that, at the beginning of the employees year, the shop moved its offi ce out of upbeat and crowded Lower Manhattan and across happy by allowing the Brooklyn Bridge to Dumbo. The pets in the purpose for the move was threefold: sprawling The team had quickly outgrown its offi ce. previous space, most of the agency’s The team employees reside in Brooklyn, and (L. to r.) Glenn Cole, founder, there’s a great startup culture creative co-chair; Evin Shutt, blossoming in Dumbo for the shop partner, COO; Matt Jarvis, to tap into. partner, CEO; John Boiler, Designing a new offi ce in the founder, creative co-chair. thriving Brooklyn neighborhood meant the 72andSunny team could build an open workspace that truly refl ects the way it works. At 72andSunny New York, there are no departments. Instead, the agency builds integrated teams to work on projects. An open fl oor plan with plenty of natural light was key to pulling that off, so upon moving to the new facility, the team cut a giant hole between fl oors to allow light to fl ow better throughout the space and to help teams on different fl oors feel more connected. The 50,000-square-foot offi ce, located in an old coffee warehouse, also comes complete with a spectacular view of Manhattan, a deck where the agency plans to plant its own organic vegetable garden, and a meeting space large enough to gather all employees for internal meetings and videoconferences with the Los Angeles and Amsterdam locations. “Inspiration is so hard to come by in our business, and in the time that we’ve been here it’s just a marvel how inspired and enlightened the people are,” said founder and creative co-chair John Boiler. “I think the quality of the experience is showing up in the quality of the reviews we are having.” PHOTOS: JOHN MUGGENBORG; MAP: CARLOS MONTEIRO 4 FEBRUARY 13, 2017 | ADWEEK The next show that changes the conversation. The next product that changes the world. When you have the right data and the right science, you won’t have to wonder ZKDWȇVQH[Wȃ\RXȇOONQRZ$QGZKHQ\RXNQRZZKDWȇVQH[W\RXFDQJHWWKHUHȴUVW Learn more about The Science Behind What’s Next™ at nielsen.com. Copyright © 2017 The Nielsen Company (US), LLC. All Rights Reserved. DASHBOARD > RECALIBRATING YOUR KPI 2014, loops have been somewhat controversial. me execs acknowledge the nefi t of a publicly viewable Vine tric, while others have ed concern that leaving a STATS p open on a screen could Camera d to infl ated numbers. Video data analytics fi rm witter declined comment Tubular Labs compiled a list of the top branded Vines this story.) of all time. (According to Stays in “Whatever a view means, Twitter, Vines are viewed ew is a view and a loop is a across the web more than p, and there are diff erent 200 million times a month.) The Loop es of content that will do l on that platform,” noted ison Stern, co-founder of bular Labs. 73.9 “I don’t know if having a standardized ad metric for SOCIAL PROS SHARE THEIR TOP ADVICE FOR six-and-a-half-second loops TWITTER’S NEW FEATURE. BY MARTY SWANT isgoingtomakeorbreak anybody’sadcampaign,”said eMarketer analyst Paul Verna, LOUIS VUITTON adding that he tends to “take In a Vine from a 2015 Long before Snapchat and is seen by some as a way aprettyskepticalview”ofad exhibit in Paris, the fashion Instagramwenttowarover for Twitter to more directly metrics on digital platforms. brand highlighted how its whichwouldownshort-form compete with Snapchat and These days, he said, most handcrafted products are video, there was another king of Instagram, which both have marketers view campaigns stitched, amassing 73.9 million views, with 21 thecontentjungle:Vine. theirowntypesofshort-form on a case-by-case basis. million in the fi rst month. Foryears,theTwitter- video. Kyle Bunch, managing owned app has been a platform “I felt like Vine was one directorforsocialatR/GA, for creating 6.5-second videos. ofthefirstplatformstohelp said it matters less how loops However, last month, Twitter marketers and advertisers to immediately drive purchase 22.7 retired Vine, replacing it with reallyhonetheirstorytelling andmorehowtheformat Vine Camera as a way to let to tell an effective story on that works over time. He said userscontinuetakingand platform,” said Jen Choi, senior Twitter should add more uploading the same kind of social marketing manager at granular advertising with loops videos that made Vine and its Huge. Brands such as Buick, for better targeting and data community of creators famous. Downy, Samsung and GoPro collection, but also predicts GENERAL ELECTRIC General Electric conducted Twitterisalsografting have used Vine to boost that Twitter could someday a science experiment that in another signature Vine engagement and awareness. sellvideosonaper-loopbasis. became art, showing what characteristic: loops, the metric So what’s the value of a loop? “Loops are a part of this larger happens when combining usedforcountinghowmany Agenciesagreeit’stooearlyto storyaroundafairlydramatic milk, food coloring and dish timesapieceofVinecontentis tellhowtheywillperformin shift in how we measure and soap. The video was viewed watched. The move to loop any their new home. However, understand the impact of video 22.7 million times since 2013. video shorter than 6.5 seconds since their introduction in content,” Bunch added. 11.8 ADVICE FOR USING LOOPS Get in Short Choose Take a GIF can be content broad 12mode. sweet. 34wisely. approach. Thinkofloops like slightly Brands that want to According to Stern, Vine loops shouldn’t be GOPRO longer GIFs, Moment work on their storytelling certain types of content used as a centerpiece In its typical extreme style, Studio CEO Ken Kraemer should experiment with do better as loops for a campaign, but GoPro showed model Roberta Mancino jumping said. “People use them six-second nonlinear than others. Comedy, as part of a broader off a cliff while wearing almost like miniature storytelling. “Creativity sports and stop- strategy, Verna said. heels, leaving a cliff-hanger poems that get a little often fl ourishes around motion animations “There’s a place in the as she descends. It’s been feeling across better than you when there are all have resulted in ecosystem for that type v i e w e d 1 1 . 8 m i l l i o n t i m e s .