SPECIAL SERIES NEXT TECH AND THE FUTURE OF MARKETING

AUGUST 7, 2017

CAN YOU HEAR ME NOW?

HOW VOICE TECHNOLOGY IS TRANSFORMING MARKETING AND COMMERCE.

BY CHRISTOPHER HEINE A genius is a person of exceptional intellect. A Brand Genius is an executive who channels that exceptional intellect into persuasive, inspiring and influential marketing that changes how business is done. IT TAKES A

2016 Brand Honoree COMING SOON JONATHAN MILDENHALL 2017 Chief Marketing Officer HONOREES A New York agency that that York agency A New AdRoll’s new president. AUGUST 7, 2017 | VOL. LVIII NO. 21 NO. LVIII 7, |VOL. 2017 AUGUST How blockchain works; works; blockchain How PERSPECTIVE NBC’s legendary page page legendary NBC’s wants to make waves. make to wants Why voice is poised to to poised is voice Why What’s now and next, next, and now What’s THE NEW WAVE NEW OF THE from AR headsets to to headsets AR from bilingual shops; NHL revolutionize search search revolutionize 14 14 TECH TALKING marketers solvemarketers big Decoding travelers’ social media posts. media social BRAND NAME 30 tech-savvy CMOs; tech-savvy DATA 12 POINTS CONTENTS PLATFORMS 18 18 PLATFORMS FEATURES Catching up with with up Catching and Smirnoff tap tap Smirnoff and self-driving cars. self-driving LOOK BACK 34 BACK LOOK How AI can help help can AI How UPFRONT Summer staple staple Summer PORTRAIT 33 PORTRAIT NEXT ON AUGUST 21. AUGUST ON NEXT ADWEEK PUBLISHES ADWEEK TRENDING 6 TRENDING Coppertone. MOVER 32 MOVER marketing. VOICE 1O VOICE problems. into data. progam.

COVER: EDMON DE HARO still tune in to see arm wrestling, roller derby, disc golf and—of course—dodgeball. course—dodgeball. and—of golf derby, disc roller wrestling, arm see into tune still can viewers but commentary, on-air scintillating providing be won’t film) inthe Bateman Jason and Cole Gary by masterfully (played Brooks Pepper and McKnight Cotton Unfortunately, sports. odd rather but real of array an featuring Ocho, The ESPN8: into ESPNU turning by 8/8 of arrival the mark will Tuesday,This ESPN 8, Aug. day. a onlyfor reality—if becoming is Ocho The dream: not dared they news the got finally globe” the around from sports of “seldom-seen fans week, last And Ocho. The ESPN8: excellence: broadcast fictional of alegacy created certainly it league, sports pro anew sparked have not might Story ATrue Underdog 2004’s Dodgeball: While and his drive and passion for the Adweek brand is is brand Adweek the for passion and drive his and forward, course our chart to qualified eminently him make orientation digital-first and publishing in career “His and decades-long chairman. owner co- Adweek F. Brian said Jeff,” Martin, than times exciting and challenging these during CEO as helm our at be to suited better anyone of think I can’t and it, with along change and pace keep must we transform, rapidly to continues ecosystem that Adweek covers products. global of manager general including roles, executive senior in various Press Associated the at years five than more spent Earlier, Litvack Lawyer. American The of publisher ALM, of president group and Report includes having served as interim COO of Robb Robb of COO interim as served having includes CEO. to promoted been has officer, operating chief Litvack Jeffrey “As the brand marketing marketing “As brand the Litvack’s extensive media leadership experience experience leadership media extensive Litvack’s t Upfron NETWORK A REALITY FOR ONE DAY AREALITY ONLY.NETWORK DAVID BY GRINER ESPN’S BOLD STRATEGY MAKES THE FICTIONAL SPORTS SPORTS ESPN’S STRATEGY BOLD FICTIONAL THE MAKES ‘The Ocho’ Goes Live Adweek Names New CEO , who joined Adweek in January as as inJanuary Adweek joined , who Y TOP STOR THE WEEK IN MEDIA AND MARKETING AND MEDIA IN WEEK THE drives it forward every day, was a key determinant day, determinant akey was every forward it drives that team the of energy and talent the as well as organization.” entire the to inspiration an –Chris Arien –Chris editor. managing of role the on takes who Paterik, Stephanie and innovation; and initiatives digital of Griner, director David events; and content editor, vp, named been has who Granatstein, Lisa promotes Cooper James director editorial “The legacy and strength of the Adweek brand, brand, Adweek the of strength and legacy “The The announcementThe as Adweek’s comes ” CEO. as urney jo this decision to join the company,” said company,” the said join to decision in my uldn’t be more thrilled to continue continue to thrilled more be uldn’t I co vack. “Since joining Adweek, I’ve I’ve Adweek, joining “Since vack. Lit ecome even more convinced that that convinced more even become arket on digital transformation. transformation. digital on market s in educating and connecting the the connecting and in educating Adweek has a very bright future in future bright avery has Adweek facing. And we’ll be a guiding force force aguiding be we’ll And facing.

digital challenges that CMOs are are CMOs that challenges digital the of sense make help we’ll which

UPDATE! STAFF STAFF TRENDING | THIS WEEK’S INSIGHTS

fourth quarter of this year. Using Nasdaq’s exchange technology, the New York Interactive Advertising Exchange (NYIAX) will allow media buyers to purchase and sell future advertising inventory. Richard Bush, NYIAX’s chief product and technology officer, said the advertising industry, in some ways, missed a part of the automation revolution that Wall Street got right. “We’re not focused on the blockchain because we want to build the underlying blockchain [just for the sake of it],” Bush said. “We’re focused on it because there is a very tangible use case.” Because blockchain is such a broad technology, various industries are developing very different verticals on top of it, according to Jake Brukhman, co-founder and managing partner of the blockchain technology research and advisory firm CoinFund.io. “You have decentralized ride-sharing companies here and decentralized storage over there,” he said. “And you sort of have a mirror of all of the traditional technology areas but within the blockchain space being redeveloped on top of this technology, and then additionally some new verticals that really haven’t existed before.” Others seem to agree with blockchain’s promise—and have started their own marketplaces. In March, Los Angeles-based BRAND SAFETY startup MetaX teamed up with software firm ConsenSys to launch adChain, a curated white list of publishers and advertisers that will use blockchain to vet sources of inventory with NEW ADS ON a democratized voting system. Just in June, Bulgaria-based AdEx, an ad exchange built on the blockchain, debuted with a focus on streaming video. Another company, Brave, THE BLOCK launched by the inventor of JavaScript and COULD BLOCKCHAIN CURE ADVERTISING’S ILLS? IAB, co-founder of Mozilla, Brendan Eich, uses the blockchain for advertising and micro payments. GROUPM AND NASDAQ AIM TO FIND OUT. BY MARTY SWANT Still another, MadHive, is already making its way into the OTT space as well—an area of advertising that for a while was slower to adopt programmatic and addressable systems. t might still be early days for digital cur- Industry organizations such as the “The innovation of blockchain is that nobody rency, but marketers are increasingly Interactive Advertising Bureau’s Tech Lab and actually owns that ledger,” said MadHive CEO piggybacking on the rise of tender like the Data & Marketing Association are taking Adam Helfgott. “It’s a shared resource, just bitcoin and applying those concepts to notice. In fact, the IAB is quietly developing like electricity.” digital advertising. In a nutshell, they’re a blockchain working group to explore how All this activity doesn’t mean blockchain seeking a more transparent and efficient advertisers can use the technology. And while will be mainstream this year. There are also way of running online marketplaces. the names of the companies involved have not major limitations, the primary one being that ITech companies, publishers and media yet been divulged, the initiative illustrates the the speed of real-time bidding is too fast for buyers have begun experimenting with kind of interest that industry players have in the blockchain technology to keep up with. marketplaces built on blockchain—a digital emerging technology. At the same time, major media buying ledger that records transactions using “It is no longer the year of data—now it is powerhouses like WPP’s GroupM are just encryption for security and accountability. And the year of blockchain,” said Alanna Gombert, beginning to experiment. Jack Smith, chief although it’s still uncertain whether blockchain outgoing general manager of IAB Tech Lab. product officer for GroupM North America, is a game changer or a pipe dream, some say For the past six months, Purch and a said he’s “really bullish” on the technology. the system has the potential to create the kind dozen other publishers and advertisers “I don’t see any available solution that’s of transparency that advertising desperately have been testing a new blockchain-enabled ready to be scaled with a significant number needs by cutting off bot traffic and protecting advertising marketplace created by Nasdaq of transactions by 2019,” Bush said. “I just

brands from unsavory content. that the stock exchange hopes to launch in the haven’t seen it in the market.” ILLUSTRATION: GETTY IMAGES 6 AUGUST 7, 2017 | ADWEEK TRENDING

THE CMTO OMNICHANNEL OBSESSIONS MARKETING CHIEFS DISH ON WHAT KEEPS THEM UP AT NIGHT, WHILE REVEALING HOW HARNESSING DATA IN A CROSS-PLATFORM WORLD IS TOP OF MIND. BY KATIE RICHARDS

Patrón Spirits CMO Lee Applbaum is laser-focused on keeping his liquor brands on the cutting edge of marketing. But like many of his industry peers, he’s worried about getting the data part of the equation right. “The chief marketer has always needed to be the individual responsible for driving the marketing in an enterprise and thinking about it in terms of cohabitating with your consumer, but today’s cohabitation occurs more in the digital ecosystem than ever,” Applbaum explained. As brand execs think more about the convergence of CMO and CIO roles, the reality is that marketing chiefs are now “CMTOs”—whether they prescribe to that newfangled job title or not. At more than 30 percent of organizations, Gartner found some portions of sales, IT and customer experience report into the CMO, while 62 percent of companies said CMOs are responsible for digital commerce. The research firm also recently reported that marketing chiefs now allocate 27 percent of their budgets to technology, which in 2017 will rival the amount that CIOs spend. While not every company has officially adopted a CMTO title, many of them from Hilton to Patrón are more fixated than ever before on the industry-wide shift toward omnichannel marketing—sometimes at the expense of traditional media. Adweek spoke with a handful of tech-minded CMOs to learn what their key concerns are and how they plan to keep their respective brands relevant five to 10 years from now.

EMILY CULP LEE APPLBAUM ALICIA HATCH GERALDINE CALPIN Keds Patrón Deloitte Digital Hilton How do you take a 101-year-old For Patrón, technology is thought of as Deloitte Digital CMO Alicia Hatch At Hilton, employees spend a lot of sneaker brand and keep it relevant “a means to an end, not an end in and spends most of her time obsessing time face-to-face with customers, so for the next era of digital? To start, of itself,” said the brand’s marketing over “surrounding my customer with finding the right people to carry the stop creating TV ads and focus chief Lee Applbaum. A core focus a total brand experience and not just business is key. For CMO Geraldine more on emerging platforms from for him is creating experiences for serving up content,” she said. Calpin, merging data and creative Snapchat to Instagram. consumers that use technology in a Hatch and her team are testing thinking helps deliver that amazing That’s exactly what Keds has natural but unexpected way. consumers’ neurological responses experience every single time. done under CMO Emily Culp, who is Last year, as voice and Amazon to content they view to understand Any new tech or platform now listening to consumers “across Echo picked up speed, the brand how brands better deliver the proper needs to do three things: make the all these different channels,” she created an Alexa-activated Patrón material to each individual consumer. customer experience better, make it said. Then it’s about “distilling all Cocktail Lab aimed at making it easier The idea is to eventually be able to easier for employees to deliver that the information we are getting into for consumers to discover and make provide the right content to the right experience to customers and be able actionable insights, and then we do Patrón cocktails at home. And now consumer at the right time “as new to scale across Hilton’s 14 brands. something with it.” the brand is using Foursquare data data sets become available,” she said. “The greatest new digital For example, Culp and her team to develop data-informed cocktail Her advice for other marketers? advancement from one company routinely check their analytics recommendations. Don’t always fixate on the shiniest, becomes instantly expected by a dashboard to find out what products Ultimately, it all boils down to two newest object. “The next technology customer from every company they are selling in particular countries. questions, he said: “Can we enhance capability alone won’t change your engage with,” Calpin said. “Then, we can trace back and see the consumer experience? And world or your marketing world,” she Her advice? “Move fast, balance [whether] it was [due to] a blogger how can we help consumers better said. “It’s how does that fit in to the art and science and listen to your that we seeded, “ she added. “And connect with cocktails or tequila overall effort around the customer.” team members,” she offered. we could replicate that again.” decisions that are right for them?” HATCH: COURTESY OF DELOITTE COURTESY OF DIGITAL/REDSTONE PICTURESHATCH:

ADWEEK | AUGUST 7, 2017 7 TRENDING

MARKETING EL CHAPO CAMPAIGN

200+ assets (all in Spanish) 28m social media impressions

PUPPET MICRO-CAMPAIGN 1+ million views (reaching 3.8 million people)

NARCO TOMB FACEBOOK 360 CONTENT • Used over 300 pieces of content around the tomb • 50 props • 6 effigies of the characters • Tons of fake blood and cocaine

TRAILER FOR SEASON 2 1.6 million views to date

a few diversity gains in advertising. made out of money, gun smoke and Mistress’s creative director on the simulated blood spatter, and “lucha El Chapo project was Lixaida Lorenzo, de la droga” posters pitting warring Se Habla Español a native of Puerto Rico and a vet of villains against each other, Mexican Hispanic-focused agencies, whose wrestling-style. HOW CREATIVE SHOPS LIKE MISTRESS BRIDGE team recreated a drug trafficker’s The real-life Guzman, a twice- THE MULTICULTURAL DIVIDE. BY T.L. STANLEY mausoleum for an Easter egg-filled escaped prisoner, was re-arrested Facebook 360 video and hired artist in 2016. His extradition to the U.S. Dan Payes to make customized early this year ahead of the show’s marionettes of the show’s gangsters. April launch gave the Mistress team Univision wanted to make a big Mistress is one of many agencies The puppets starred in videos, viewed even more fodder, and they used splash with its ripped-from-the- working across cultural lines, like more than 1 million times, pulling developments in his case and news headlines series, El Chapo, about the Anomaly on Telemundo’s 2018 FIFA strings and being manipulated, an footage for up-to-the-minute videos rise and ultimate fall of one of the World Cup account, showing “there’s overarching theme of the series. on YouTube and Facebook. world’s most notorious drug lords. no longer a wall” between general “We wanted to tap into that rich Original content, not clips from As part of the promo push, market and specialty firms, said Mexican storytelling history,” said Scott the series, drove the campaign network execs envisioned an extensive partner Christian Jacobsen, who Harris, partner and ecd. “And everything and set it apart from being “purely millennial-targeted digital campaign to describes the Mistress workforce as needed to be vetted and authentic.” promotional,” Jacobsen said. “It hype the scripted drama about Joaquin “international” while “over-indexing on Univision considered a number extended the mythology.” “El Chapo” Guzman, a rags-to-riches Spanish speakers.” of agencies for its nascent franchise It also broadened the campaign’s cartel king so infamous he was profiled “Everybody has to operate in ways (three seasons of El Chapo are reach to English speakers, who made in Rolling Stone by actor Sean Penn. that reflect the consumer,” Jacobsen planned), and execs said they didn’t up about 40 percent of the Twitter The caveat for agency Mistress was said. “America’s changing.” want to limit themselves or take an engagement, execs said, noting the that the work had to be solely in Spanish. Agencies can reap the rewards expected marketing approach. fluidity in today’s TV fans, including Los Angeles-based Mistress, which when they change with it, as 180LA “We knew there was an second-generation American-born doesn’t market itself as a multicultural demonstrated by winning two Grand opportunity to bring in new audiences,” viewers and their comfort level with agency, drew from its bilingual Prix at Cannes recently for its “Boost said Silvia Garcia, svp, the net’s media both English and Spanish. creative team to come up with more Your Voice” campaign. The shop planning and multiplatform strategy. The nine-episode run of El Chapo, than 200 pieces of content for a social credited its diverse employee pool, Mistress “understood that this series a raw and often cheeky first-time media effort that eventually logged specifically point person Karla Burgos, would appeal across languages and collaboration between Univision’s 28 million impressions and nearly 4 for the program that turned Boost cultures,” and its work “built out the Story House Entertainment and million video views. It mixed folklore, Mobile retail locations into polling world of El Chapo in a way that helped Netflix, pulled the broadcaster out memes and modern imagery, using places for the 2016 election. drive ratings, awareness and a deeper of a ratings slump, with its finale lucha libre fighting, marionettes, news Y&R North America, Huge and TBWA\ connection with our audience.” reaching 3.5 million viewers. It’s footage and narco tombs to brand the Chiat\Day, among others, have recently Among the El Chapo assets on now airing with English subtitles Mexico-set series and engage young hired or advanced Latino execs to chief Instagram and other platforms: on Netflix, and the second season mobile-centric audiences. creative and ecd roles, marking at least portraits of the main characters debuts on Univision in September. 8 AUGUST 7, 2017 | ADWEEK BROWNING: SASHA MASLOV; NHL CENTENNIAL FAN ARENA (RIGHT): DEBBIE TALLEN, DIRECTOR OF EXPERIENTIAL PRODUCTION AT MVRK ADWEEK | ADWEEK to produce thousands of photos each day.” of photos each thousands produce to able was kiosk asingle where apoint get to us helped modifications “The Alexander. explained experience,” a more frictionless for allow it to modifying and kiosk station fly. on the changes make to MVRK allowing analytics, real-time delivered of MVRK. CEO Alexander, Steve explained spectators,” just than rather participants creative and active become audience to with. engage to fans for turntable interactive an course, of and, screens interactive cameras, controlled of robotically system a networked music) concerts. dance (electronic EDM several at House, Smirnoff dubbed extravaganza, experiential a branded created MVRK, with partnership in Diageo, giant summer, beverage this through waste. to goes data no good sure making is agency marketing experiential Fla.-based one shows, Orlando, road fan and music festivals summer to millions of people With BY CHRIS ARIENS FAN EXPERIENCES. ‘FRICTIONLESS’ NHL DIAGEO AND TAP INTO REAL-TIME DATA TO BUILD An Experience An How to Measure markets. American North 31 to travel will show road Arena Fan Centennial NHL The “This meant monitoring our photo our monitoring meant “This and tracked experience immersive The for the was [goal] “The installed MVRK activations, of the each At running and year last Beginning AUGUST 7,AUGUST 2017 flocking flocking DASHBOARD DASHBOARD their email address instantly.” address email their sent is to jewel Fan Arena, of the crown the replica, alocker room in photo taken Their reward: immediate an receive fans while feedback, valuable gather as well as experience Fan Arena Centennial NHL the beyond fans our with interact to point entry an now we have “as CMO NHL, of the evp, 10-12.) Aug. Ontario, Tillsonburg, next: (Up America. North across cities other and markets NHL show to road Arena” “Fan league’s traveling hockey out the celebration, rolling Centennial on yearlong its NHL the with partnering time. real in eventto data world the access in anywhere from partners agency allows that platform analytics acloud launched MVRK year, last parties “It’s a win-win,” noted Heidi noted Browning “It’s awin-win,” brand deploying is MVRK market, each In shop is Now, experiential the mega- House Smirnoff the Following Alexander said. said. Alexander tour,” the of run the throughout displays museum interactive our and the interactive locker room experience system, for registration the interfaces user update able to been “We’ve iPads. on registration real-time via fans from data collect who ambassadors > RECALIBRATING YOUR KPI , captured video/GIFs/stillscaptured of guests, aggregation that would typically have have typically would that aggregation dramatically increased the amount of of amount the increased dramatically By making small tweaks to a green agreen to tweaks small making By screen activation, MVRK increasedscreen activation, MVRK digital photo output by 90 percent, percent, 90 by output photo digital Buffalo, Philadelphia and St. Louis St. and Philadelphia Buffalo, plus a green screen photo booth photo screen agreen plus Electric Daisy Carnival (EDC) Las Las (EDC) Carnival Daisy Electric integrated robotic cameras that cloud platform to track real-time real-time track to platform cloud data, tour scheduling, award and and award scheduling, tour data, Agency partners access MVRK’s MVRK’s access partners Agency MVRK optimized a customizable MVRK prize and control, social content CASE STUDIES CASE Vegas, EDC Orlando, Nocturnal Nocturnal Orlando, EDC Vegas, Wonderland andWonderland Summer Hard nearly doubling the use cases. 31 markets, including Toronto, Toronto, including markets, 31 taken weeks to disseminate. weeks taken locker room photo op, which which op, photo room locker data going back to the NHL. the to back going data 8+ hours of content from from content of hours 8+ NHL Centennial Centennial NHL Smirnoff House Smirnoff 2016 ACTIVATIONS 250,000 fans to date to fans 250,000 125+ million fans million 125+ Fan Arena Fan ACTIVATIONS ATTENDEES ATTENDEES CONTENT RESULTS RESULT 800,000 REACH REACH HOW 9 VOICE

OPINION Moving Past AI

data-driven foresight is an invaluable Anxiety advantage that companies cannot afford to ignore. Uncovers new opportunities WHY IT’S CRUCIAL FOR for the customer Think YOUR BRAND TEAMS TO Amazon, where AI powers the recommendations that are seen START INTRODUCING when we log in to our account such MACHINE LEARNING as the movies we should watch or the INTO THEIR MARKETING. groceries we should buy. Increasingly, Amazon will be selling you things you BY CHERYL CHAVEZ didn’t even know you needed because it has learned what you like and are most inclined to buy. Every so often, a story ripples But to drive true transformation, through the media along the lines you need to do more than simply of “Scientists say a ‘smart pill’ is illustrate how AI can help. CMOs just over the horizon to make us need to empower their teams to give immediately more intelligent.” While AI a try. Here are three steps a CMO there is no telling when we will can take to encourage her team to actually see such a pill, there’s a bake AI into the marketing mix: metaphorical “smart pill” available to Test, then perfect. Marketers love marketers now, and it comes in the testing messages. Encourage a test form of artificial intelligence, or AI. of personalized messages, pitting AI is rapidly transforming the alone are not equipped to consume messages created in a traditional enterprise—and that includes the or mine all this data to target fashion against those devised by an marketing department. According to and engage each customer at the AI solution. Sit back and see which a recent Gartner survey, 85 percent speed and scale required today. did the best. Quite likely you’ll want of customer interactions will be With the help of AI, marketers have more and more of your messages to managed without a human by 2020. the ability to optimize campaigns, be based on AI going forward. Essentially, AI leverages including selecting the appropriate Try it on one campaign. Select a machine learning to maximize content, at the right cadence, campaign from initial touch points to the effectiveness of marketing across all channels, and to select the nurture process and let AI handle efforts by predicting the best next segmentations. And AI can uncover personalization of message/content, customer interaction based on what opportunities that are inaccessible cadence, channels and segmentation. it has learned through previous without its “brainpower.” Assess the results, based both on interactions. The more data AI has Marketers’ fear of AI is due to a campaign success and effort saved. to work with, the better job it does lack of understanding. The reality is See the unseen. Help your identifying patterns of customer AI will complement marketing rather marketers see what they may not be behavior and engaging them in more than replace it. What’s more, AI will aware of by selecting an underserved meaningful and authentic ways. Specs amplify their marketing efforts at segment in your database. Turn AI In today’s digitally connected Claim to fame Cheryl Chavez a time when we are all forced to do loose on it and get a better level world, customers are demanding is the group vp of product more in less and less time. of targeting. brand experiences that resonate with management and user Delivers better data insights Given its usefulness in so many them on the channels they prefer. experience at Marketo, with As data explodes even further areas, and on multiple levels, AI And if they don’t feel as though a nearly 20 years of experience in volume, velocity and complexity, is destined to be a dominant force brand is being authentic, they’ll leading award-winning products AI can illuminate potential new in marketing, sooner rather than disengage. AI is the partner to the and SaaS offerings. customer journeys and new later. It’s time for the marketing marketing team, helping it deliver the Base San Mateo, Calif. audience segments that were not organization to embrace AI to drive right message at the right time. Twitter @cherylchavez17 obvious before. revenue, which can help your team Moving past the anxiety about Here’s an example: I’m a produce more leads that convert AI’s impact, Here are three reasons pharmaceutical company and faster, power ongoing customer why CMOs should tell their teams to I target doctors with a specific engagement and drive higher cheer—not fear—the power of AI: medical specialization. AI can help by lifetime customer value. Enables more precision uncovering insights in my data that CMOs, it’s now in your hands. Marketers are awash in data. indicate that I should be targeting Go champion efforts across your New technologies and channels a micro-segment of doctors based team to embrace AI’s disruptive are creating billions of customer on current prescriptions written, power. It’s a smart pill you can’t interactions, yet marketing teams geography, etc. This kind of afford not to take. ILLUSTRATION: GETTY IMAGES; HEADSHOT: ALEX FINE

10 AUGUST 7, 2017 | ADWEEK IT'S ALL ABOUT THE STORY

HONORING THE FINEST BRANDED STORYTELLING OF THE YEAR

FIND YOUR CATEGORY ENTER TODAY

Short-Form Other Long-Form Best Use of Short-Form Fiction Best Use of Influencer/Creator Marketing Best Use of Long-Form Fiction Best Use of Short-Form Nonfiction Best Charity/Pro Bono/Pro-Social Effort Best Use of Long-Form Nonfiction Best Use of Short-Form Fiction Serial/Series Best Sponsored Content Best Use of Long-Form Fiction Serial/Series Best Use of Short-Form Nonfiction Serial/Series Best Use of Social Best Use of Long-Form Nonfiction Serial/Series Best Use of Short-Form Film Best Use of Animation Best Use of Long-Form Film Best Use of Live Experience/Events Best Use of Viral Best Use of Virtual Reality Best Live Broadcast/Livestreaming Best Use of Brand/Product Integration Into Existing IP Best Music Video

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Sanctioned Sundance Film Festival event DATA POINTS Vacation Mode WHAT’S DRIVING CONSUMERS TO PUBLISH TRAVEL CONTENT ONLINE. BY EMMA BAZILIAN

With summer vacation in full swing, social media users’ feeds are being inundated with images of friends and family visiting far-flung destinations. Of course, in the age of Instagram, travel photos aren’t just simple snapshots—they provide personal messages, show brand affinity and influence others on the platform. “In today’s experience-driven society, modern travelers are looking to one another for inspiration and affirmation,” said Pau Sabria, co-founder and CEO of visual marketing platform Olapic, which teamed up with Kantar Added Value to analyze more than 2,000 social travel images in an effort to determine what motivates people to share travel content online. “For travel brands, there is an enormous opportunity,” added Sabria. “This data puts a spotlight on what inspires travelers to create compelling content on behalf of a brand, which can ultimately influence others in their circle to make a booking decision.”

Most-shared images 20%

View from the sky 17%

Top motivations Posing with for travelers friends to create and share visual content 54% on social networks Famous 38% 25% 18% Discovery landmarks, Fun cities or big Sunsets events

44%

21% Urban hidden gems Status 23% Wellness 40%

Parks, 27% mountains or forests Discovery Travelers want to share Mother Nature experiences they believe are unique and “off the beaten track.” 17% Dining, shopping and eating like a local Wellness Travelers were keen to share their process of 33% unwinding and recharging with their followers. Bodies of water

Status 34% Particularly in the case of Instagram, these images Ocean, pool are aspirational, extremely or blue skies high quality and creatively engaging. 21%

Living the high life Fun Users enjoy showcasing 32% their most entertaining experiences online for Tropical props everyone to see. INFOGRAPHIC: CARLOS MONTEIRO CARLOS INFOGRAPHIC:

SOURCE: OLAPIC AND KANTAR ADDED VALUE 12 AUGUST 7, 2017 | ADWEEK 80% of consumers want to buy directly from your brand.

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Next-Gen Marketing Is All Talk All Is Marketing Next-Gen ALEXA, ASK TWITTER WHAT IS HAPPENING. SIRI, IS THAT RAIN? ALEXA, WHAT’S THE FORECAST? OK GOOGLE, WHAT OFFICIALLY IS THE FIRST DAY OF SUMMER? ALEXA, ASK STUBHUB WHAT’S HAPPENING IN NEW YORK THIS WEEKEND. CORTANA, WHAT IS THE DIFFERENCE BETWEEN FLANK STEAK AND SKIRT STEAK? OK GOOGLE, HOW DOES BITCOIN WORK? ALEXA, IS MY LEG BROKEN? ALEXA, TELL TIDE I HAVE A JUICE STAIN. ALEXA, WHAT IS THE CAPITAL OF SOUTH AFRICA? OK GOOGLE, WHAT IS THE EURO-TO-DOLLAR EXCHANGE RATE? OK GOOGLE, WHAT ARE THE MOST ROMANTIC SPOTS IN NEW YORK CITY TO PROPOSE? CORTANA, IS A RHODESIAN RIDGEBACK TECHNICALLY A HOUND OR A WORKING DOG? OK GOOGLE, TURN ON MY CHROMECAST. OK GOOGLE, WHAT SIZE SOCCER BALL DO 12 AND UNDER GIRLS PLAY WITH? where’s the the where’s OK Google, Google, OK best sushi sushi best

CORTANA, IS A CLASSIC TOM COLLINS MADE WITH GIN OR VODKA? nearby?

THINK YOUR SEARCH MARKETING IS HOT NOW? JUST WAIT HOT IS NOW? JUST YOU UNTIL SEE WHAT’STHINK YOUR MARKETING VOICE. AI SEARCH WITH IN STORE ALEXA, ASK CAMPBELL’S KITCHEN WHAT’S FOR DINNER. OK GOOGLE, I’M BORED, WHAT SHOULD I DO? ALEXA, WHAT IS YACHT ROCK? BIXBY, CALL MOM. OK GOOGLE, CAN YOU NAME THE MOST IMPORTANT ITALIAN RENAISSANCE ARTISTS? CORTANA, CAN YOUR PLEASE RECITE ABRAHAM LINCOLN’S GETTYSBURG ADDRESS? OK GOOGLE, IS THIS REALLY THE LAST SEASON OF GAME OF THRONES? SIRI, CAN A BAGGIE OF WHITE RICE SAVE A WET IPHONE? ALEXA, HOW DO I BLOCK MY SON FROM USING YOU? ALEXA, ASK DOMINO’S TO TRACK MY ORDER. OK GOOGLE, WHAT DOES POISON IVY LOOK LIKE? ALEXA, WILL LOOKING AT THE SOLAR ECLIPSE BLIND ME? SIRI, WHO IS STEVE JOBS? ALEXA, WHAT TIME IS IT IN CANNES? OK GOOGLE, HOW DO I TREAT A SUNBURN? ALEXA, ASK YAHOO FANTASY FOOTBALL ABOUT MY MATCHUP. OK GOOGLE, WHY DOES MY CAR’S ENGINE SOUND LIKE A DYING RACCOON? ALEXA, IS IT FOR ALL INTENTS AND PURPOSES OR INTENSIVE PURPOSES? ALEXA, ASK BMW TO LOCK MY DOORS. OK GOOGLE, WHERE ARE MY KEYS? ALEXA, WHAT’S THE LAST DAY OF SUMMER? ALEXA, ASK 1-800-FLOWERS TO ORDER ME FLOWERS. OK GOOGLE, HOW DO I CHANGE MY BABY’S DIAPER? ALEXA, PLAY THE TOTAL BETTYS ON SPOTIFY. BIXBY, TURN UP THE VOLUME. Next-Gen Marketing Is All Talk All Is Marketing Next-Gen THINK YOUR SEARCH MARKETING IS HOT NOW? JUST WAIT HOT IS NOW? JUST YOU UNTIL SEE WHAT’STHINK YOUR MARKETING VOICE. AI SEARCH WITH IN STORE

ALEXA, ASK QUAKER FOR AN OVERNIGHT OATS RECIPE. OK GOOGLE, WHERE CAN I GET NITRO COFFEE? ALEXA, WHAT’S MY FLASH BRIEFING TODAY? TECH FEATURENEXT ALEXA, ASK CAPITAL ONE WHAT’S MY ACCOUNT BALANCE. OK GOOGLE, WHEN DOES THE TENNESSEE VOLUNTEERS’ FOOTBALL SEASON START? CORTANA, FIND ME A TWO-BEDROOM APARTMENT ON THE UPPER WEST SIDE WITH A DOORMAN NEAR THE B TRAIN. SIRI, HOW OLD WAS DUANE ALLMAN WHEN HE DIED? CORTANA, WHAT HAPPENED TO JEEVES? ALEXA, ASK BETTY CROCKER HOW MUCH TIME IT TAKES TO BAKE A 10-POUND HAM. OK GOOGLE, HOW TALL IS JUSTIN TRUDEAU? OK GOOGLE, GIVE ME HAPPY NEWS ONLY. what day of of day what the week is is week the OK Google, Google, OK Aug. 14th? Aug. ALEXA, HOW DO I KNOW IF I HAVE FOOD POISONING? ALEXA, CANCEL MY TO-DO LIST FOR TONIGHT. ALEXA, BUY TUMS. BY CHRISTOPHER HEINE BY CHRISTOPHER SIRI, WHO IS MARTIN SORRELL? OKAY GOOGLE, WHAT’S MY SCHEDULE FOR TODAY? ALEXA, PLAY ADWEEK’S “AD SONGS, NOT BAD SONGS” PLAYLIST ON SPOTIFY. ALEXA, ASK FOOD NETWORK FOR THE RECIPE ON TV RIGHT NOW. OK GOOGLE, IS THE MCDONALD’S DRIVE-THRU STILL OPEN? HEY SIRI, WHERE IS MY CAR? ALEXA, HOW DO I STRAIGHTEN MY HAIR? ALEXA, ASK PATRON TO FIND A SPICY MARGARITA. CORTANA, HOW DO I SAY “HELP ME, I’M LOST” IN FRENCH? OK GOOGLE, WHAT ARE THE LYRICS TO ELTON JOHN’S TINY DANCER? CORTANA, HOW LONG WERE RUSSELL BRAND AND KATY PERRY MARRIED? SIRI, WHO WOULD WIN IN A FIGHT, A DUCK-SIZED NIC CAGE OR A NIC CAGE-SIZED DUCK? OK GOOGLE, WHAT ARE THE RULES TO AUSSIE RULES FOOTBALL? ALEXA, I’D LIKE TO BUY A 12-PACK OF LA CROIX. ALEXA, CAN YOU SPELL COVFEFE FOR ME? Alexa, how how Alexa, Levi’s 501 501 Levi’s much are are much

OK GOOGLE, WHEN IS HARRY STYLES’ BIRTHDAY? jeans? SIRI, CHANGE ASHLEY’S NAME TO “MY EX” SIRI, REMIND ME NOT TO TEXT MY EX. BIXBY, SET AN ALARM FOR 6:30 A.M. ALEXA, TELL ME A JOKE. ALEXA, DID THE PHILLIES LOSE AGAIN LAST NIGHT? OK GOOGLE, HOW MANY PEOPLE ATTENDED PRESIDENT TRUMP’S INAUGURATION? CORTANA, CAN YOU PLEASE READ THE LYRICS TO LED ZEPPELIN’S STAIRWAY TO HEAVEN? OKAY GOOGLE, WHAT’S THE WEATHER IN NEW YORK TOMORROW? OKAY GOOGLE, PLAY RYAN ADAMS ON PANDORA. OK GOOGLE, WHAT MOVIES ARE PLAYING TODAY? ALEXA, WHEN IS THE NEW YORK GIANTS’ SEASON OPENER? ALEXA, TURN THE LIVING ROOM OFF. oon enough, your breakfast bar could be your search bar. Your lamp may be how you shop for lightbulbs. Your Chevy or Ford might be your vehicle for finding the classic SNL video of Chevy Chase’s send-up of President Gerald Ford on You- Tube to make a long drive a little less tedious. And Syou won’t have to lift a finger—all you’ll need to do is turn toward one of those inanimate objects and open your mouth. Welcome to a future where your voice is the main signal for the elaborate data grid known as your life. Two decades ago when Amazon and Google General Electric’s Digital Twin were founded, only a seer could have predicted that program has turbines and trains learning those companies would eventually start turning how to speak to their customers. the physical world into a vast, voice-activated interface. Artificial intelligence-powered voice is what perhaps makes Amazon and Google the real Jeremy Lockhorn, vp of emerging have three questions. ‘What should I do duopoly to watch (sorry, Facebook), as their smart media at SapientRazorfish, remarks, “The to prepare for when voice is the driver of speakers—2-year-old Amazon Echo and 8-month- specificity of voice search combined with ecommerce?’ The second one is, ‘What old Google Home—are gaining traction. Forty-five what any of the platforms are already able content do I have to think about to increase million voice-assisted devices are now in use in the to surmise about your specific context my chances to be the preferred answer with U.S., according to eMarketer, and that number will [such as current location] should ultimately these devices?’ And, ‘Will all my search rise to 67 million by 2019. Amazon Echo, which result in more personalized results—and for budget one day migrate onto these devices?’ utilizes the ecommerce giant’s voice artificial advertisers, more narrowly targeted.” There’s not obvious answers to any of these intelligence called Alexa, owns roughly 70 percent Brands—which are accustomed to being questions. Being early to all of this means of the smart speaker market, per eMarketer. relatively satisfied when showing up in you get the spoils.” “Our vision is that customers will be able to the top five query results on desktops and National Public Radio may not seem like access Alexa whenever and wherever they want,” phones—should brace for a new search an obvious media brand when it comes to says Steve Rabuchin, vp of Amazon Alexa. “That reality, Belsky warns, where they may have being an early AI adopter, but the 47-year- means customers may be able to talk to their cars, to worry about being in either the first or old news organization has moved quickly in refrigerators, thermostats, lamps and all kinds of second voice slot or else risk not being heard the space. Its news, music and storytelling devices in and outside their homes.” at all. “There’s going to be a battle for shelf app, NPR One, is infused with machine While brand marketers are coming to grips space, and each slot should theoretically learning, offering listeners curated options with a consumer landscape where touch points be more expensive,” he says. “It’s the same based on their shown preferences. And its mutate into listening points, search marketing New York-based parent, National Public pros are laying important groundwork by focusing Media, extended the reach of NPR One’s on what can be done with Amazon Echo and ‘You’ll be bidding content by inking a deal with Amazon Google Home (the latter of which employs an voice to get your brand Alexa in February. And the phrase, “Alexa, AI system called Assistant). With voice replacing play NPR News Now,” is regularly heard fingertips, search is ground zero right now when it at the top of in 400,000 homes that use the service. comes to brands. Additionally, NPR One has functionalities But how will paid search figure into it all? [voice] searches.’ that its corporate sponsors have appreciated Gummi Hafsteinsson, Google Assistant product Jared Belsky, president, 360i for some time; in particular, letting brands lead, says that, for now, the goal is to create a get extended audio mobile messaging when personalized user experience that “can answer consumers want to hear more. questions, manage tasks, help get things done and “They can press a button on the phone also have some fun with music and more. We’re amount of interest funneling into a to hear more about what [carmaker] Kia starting with creating this experience and haven’t smaller landscape.” is doing around innovation,” says Meg shared details on advertising within the Assistant Scott Linzer, vp of owned media at Goldthwaite, NPR’s marketing chief. Is up to this point.” iCrossing, adds that consumers may not voice-enabled digital advertising—where While Hafsteinsson declined further comment “find it an inviting or valuable-enough the listener asks for more Kia content and about ads, agencies are now preparing for them. experience to listen to two, three or more perhaps even fills out a test-drive form— “In the near term, [organic search] is going to be search results.” right around the bend for NPR? the way to get your brands represented for Google Marketer interest in voice search is “It’s absolutely possible,” she says. Home,” says 360i president Jared Belsky, who downright palpable in some circles. Fresh Goldthwaite is probably onto points to comScore data that forecasts 50 percent off a tour of client visits in Miami, Dallas, something. Last year, IBM launched of all search will be via voice tech by 2020. “Then Chicago, Washington, D.C., and St. Louis, Watson Ads, which lets viewers “talk” with ultimately, the ads auction will follow. You’ll be 360i’s Belsky reports that “every CMO, a brand’s ad and request additional info. bidding to get your brand at the top of searches. every vp of marketing and, especially, Toyota, Campbell Soup and Unilever have I believe that’s the way it will go. Think about it— every ecommerce client is asking about tested the units, often averaging between it has to.” this subject first and foremost. And they one and two minutes of engagement, per 16 AUGUST 7, 2017 | ADWEEK NEXT TECH | VOICE

Big Blue. “We have already begun to see that for Echo. Justin Hughes, Trunk Club’s vp of want is Uncle Sam on the case. “As in-home, consumers are spending more time with these product development, isn’t AI-averse—he’s voice-controlled AI technology becomes cognitive ads than with other digital ads,” says hoping to use voice activation in the next 18 even more prevalent and evolves in terms Carrie Seifer, CRO for the IBM Watson content months to spur his company’s subscriptions- of substance—more capable of offering real and IoT platform. based sales. But the timing with Amazon answers to real questions—marketers will need Imagine being able to talk to video ads via wasn’t right for his brand. to be increasingly careful to properly follow Amazon Echo Show, a smart screen that comes “If you are going to purchase between FTC disclosure and advertising guidelines,” juiced with Alexa voice functionalities. Costing $300 and $1,000 of clothes, we don’t want notes advertising lawyer Ronald Camhi. $230, the device shipped in late June and it to be a weird experience—we want it to be And since voice AI could greatly impact provides a glimpse into next-gen households something you return to often,” Hughes says. search-driven commerce, it’d probably be of the 2020s with talking screens, holograms, “There is so much imperfection in voice AI wise for Amazon and Google to encourage appliances and vehicles that Amazon exec right now; it can be clunky.” industry best practices. Then again, they Rabuchin alluded to. The vp also pointed to an elephant in the might want to actually form a larger circle that “Voice is a productivity tool,” remarks Linda room—data ownership—when it comes to also includes Facebook, Apple, Samsung and Boff, CMO of GE. Her company provides an retailers partnering with Amazon or Google. Microsoft. Facebook last week purchased AI intriguing business-to-business example of how “We just don’t want to give them all of our talk startup Ozlo and is rumored to be developing AI-based utilities will soon help enormously tracks,” Hughes says. speaker technology of its own. Apple has expensive products like locomotives, jet engines What’s more, hackers in the future might star power in Siri, and Samsung in late July and turbines sell themselves. For instance, GE find a way to siphon off data collected from debuted voice capabilities for its assistant, has developed a prototype that lets an otherwise various “listening points” in homes and Bixby. Also, Microsoft will continue to market insentient locomotive send a voice message to offices. Just last spring, Burger King caught its AI assistant, Cortana, in hopes of getting a a repair technician describing what needs to be considerable heat from privacy advocates significant piece of voice real estate. fixed. It’s part of GE’s Digital Twin program, after its television spot—which, in spite of the Says Abhisht Arora, general manager of which creates 3-D representations of industrial brouhaha, won a Cannes Grand Prix—hacked search and AI marketing at Microsoft, “Our assets and can process information gathered Google Home devices around the country. focus is to go beyond voice search to create from individual machines globally to better The last thing voice-focused marketers an assistant that has your back.” inform decisions. It’s essentially machine-based crowdsourcing for when trains need to fill up on digital feedback instead of diesel fuel. “The twin can call you and tell you, ‘I have A RUBE GOLDBERG APPARATUS FOR THE MARKETING HISTORY BOOKS an issue with my rotor,’” explains Colin Parris, vp, GE Software Research, who reveals that his What do you get when you jerry-rig six Google Homes, six Alexa Dots, six laptops, six soundproof boxes brand’s voice AI features will roll out widely in and four extension cords? You get an apparatus that’d make Back to the Future’s Doc Brown proud. Along with a bottle of Puerto Rican rum for the technicians, those are all of the ingredients that were 2018. “It can provide basic information that a poured into 360i’s VSM, or Voice Search Monitor, which is the brainchild of Mike Dobbs, the agency’s service rep would want. Like, ‘What was the longtime vp of SEO. This makeshift system is designed to give clients like Norwegian Cruise Line an edge last journey you took? How many miles did as smart speakers increasingly influence consumers’ purchase decisions. VSM asks Google Home and you travel?’” Alexa Dot (Echo’s little sister device) thousands of questions around the clock, and whether the queries Staples also plans to flip the switch on its are answered automatically gets recorded on an Excel spreadsheet. An early round of testing found that b-to-b voice AI initiative early next year. In for the travel category, Google answered 72 percent of questions while Amazon responded to 13 percent partnership with IBM Watson, the retailer’s of the queries. In the second round of testing for finance, Google answered 68 percent of questions while Easy Button—a fixture in its TV spots—will add Amazon answered roughly 14 percent. an intelligent, voice-activated ordering service, Dobbs thinks unanswered questions present brands with an opportunity to become the search result which already has been tested in recent months with targeted, voice-minded digital content. “That’s one interesting thing that we believe is going to be by office managers with enterprise clients. white space that marketers need to explore,” he says. “They can raise their hands to take conversations The business supplies chain is practically on when major systems don’t have the data sources or depths to [provide an answer].” providing a step-by-step tutorial on how to Right now, his team is focused on speakers. But how long before they have to pivot and figure out how voice-powered refrigerators and other appliances impact clients’ needs? build such an Echo-like device. Teaming with “I don’t think it’s 2025—I honestly think it will be in the next two to five years,” Dobbs predicts. “Those conversational design and software company technologies are not as elegant at they need to be right now. But, yeah, in five years—we’ll be there.” Layer, Staples first built an AI-anchored chat app and carefully analyzed the conversations. Natural Device Stack Device Result “It helped us narrow down our use cases and Questions & create more robust experiences around the core Commands challenges we were trying to solve,” says Ian Goodwin, head of Staples’ applied innovation team. “Once we got a really good idea of what our customers were asking on chat channels, VSM then we built the voice experience with the Easy Button. It was really a gradual ramp-up rather than just going out and doing it.” MP3 Indeed, voice AI probably shouldn’t Text to be rushed to market. One company that Speech Response understands that is Trunk Club, a Nordstrom- Analysis owned men’s clothier that recently rejected

PHOTO: AFP/GETTY IMAGES ; ILLUSTRATION: CARLOS MONTEIRO CARLOS ILLUSTRATION: ; IMAGES AFP/GETTY PHOTO: an offer from Amazon to be a fashion partner MP3-to-Text Conversions ADWEEK | AUGUST 7, 2017 Cloud Storage NEXT TECH | PLATFORMS The Future Is Now

FROM AMAZON TO WAYMO, THESE ARE THE PLATFORMS FORWARD-LOOKING MARKETERS ARE KEEPING AN EYE ON. BY LAUREN JOHNSON AND MARTY SWANT

From IBM’s souped-up supercomputer Watson to other companies like Amazon and Waymo are just Google’s tricked-out, self-driving cars, marketers starting to give marketers a peek at their most are navigating a new wave of tech services forward-looking innovations. and platforms beyond the walls of traditional Needless to say, there’s a lot for marketers to dig advertising. through when figuring out what tech is worth in- Augmented reality, chatbots and artificial intel- vesting in and which trends are simply fads. As part ligence are all poised to become a bigger focus for of Adweek’s monthlong Next Tech series exploring marketers in the coming years, and advertisers are marketing tech, we’ve highlighted eight emerging already starting to experiment with tech coming technologies and what marketers need to know out from Facebook, Google and Apple. Meanwhile, about them today and in the future. —L.J.

18 AUGUST 7, 2017 | ADWEEK MICROSOFT’S HOLOLENS While brands have poured millions into VR platforms like Facebook’s Oculus and Samsung-owned Gear, the marketing potential in Microsoft’s mixed-reality device HoloLens remains relatively untapped. But the wearable could be huge as a visual search engine that layers holograms over the real world. Among HoloLens’ early brand adopters are Lowe’s and Cirque du Soleil, both of which have created applications that visualize how big items like stage sets and refrigerators fit into physical spaces. Meanwhile, the PGA Tour designed a HoloLens experience that lets fans interact with golf courses as part of a three-year deal with Microsoft. Microsoft is working hard to get its technology into the hands of more developers and agencies. Last month, the tech giant expanded the number of ALPHABET’S WAYMO creative and digital agencies involved in its HoloLens Agency Readiness Partner At Google, self-driving cars are already taking a real-world spin. After reorganizing its autonomous car Program, which helps clients make apps, division Waymo into an independent company under parent organization Alphabet last year, Waymo’s fleet of from 10 to 30. more than 600 Chrysler Pacifica minivans and Lexus SUVs equipped with self-driving sensors and software The Redmond, Wash.-based company is now cruising around Phoenix and being tested in Kirkland, Wash., Mountain View, Calif., and Austin, Texas. is also developing a proprietary artificial Unlike competitors including Nvidia, Intel and Uber, analysts say Waymo has the full package of assets intelligence chip for HoloLens 2.0 that and technology that it needs to dominate the self-driving space. Alphabet’s company has also reportedly uses visual search to instantly detect been in talks with Honda about installing self-driving systems into its cars. the items that users are looking at while After a public lawsuit claiming that Uber stole its trade secrets unfolded earlier this year, Waymo also inked wearing the goggles. “AR really isn’t AR an intriguing partnership with ride-sharing app Lyft. The two companies are working together on pilot projects without artificial intelligence,” notes James and product development while Waymo gets access to data about Lyft’s millions of riders. Still, Waymo will McQuivey, vp and principal analyst at need to work with even more partners to make self-driving cars mainstream. Forrester Research. “Because AR needs “Waymo is the clear leader in the software that will control the autonomous vehicle,” says Michael Ramsey, to be able to interact with your physical research director at Gartner. “Their issue is going to be getting people to work with them. Google clearly sees world in an intelligent and natural way, huge promise in the technology and it has the chance to be world changing, but at some point they will need a the more intelligence it can apply, the partner in automotive and will need to be willing to collaborate and not just dictate terms.” — L.J. more compelling it will be—not just to recognize objects, places and people but to understand your relationship to those things and begin to connect you to those things in better, more intuitive ways.” — L.J. IBM WATSON Of all the companies using artificial intelligence today across industries like marketing, healthcare and more, it’s IBM Watson that has made the biggest effort to help consumers understand its many potential uses. While AI is often touted as a silver bullet for brands, Watson in particular has become a popular way for companies to use big data to create big impact. “Being AI in itself doesn’t make you a better model, and it’s easy to get lost in that,” says Ari Sheinkin, vp of marketing analytics for IBM Watson.

‘Being AI in itself doesn’t make you a better model.’ Ari Sheinkin, vp of marketing analytics, IBM Watson

Brands big and small have experimented with IBM’s supercomputer since it was introduced in 2010, finding success by connecting the dots within troves of data and using machine learning applied to advertising that’s personalized and programmatic. (On the creative front, Watson has also created Gaudi-inspired art and analyzed the music of Bob Dylan.) Over the next 12 months, Sheinkin—who admits he wasn’t always a believer in AI—predicts that Watson’s deep-learning capabilities will evolve more rapidly than he would have expected even just a year ago. However, while Watson might be able to ingest more data at once than will ever be humanly possible (e.g., millions of pages within a short period of time), the limits of man and machine remain unexplored territory. —M.S. ADWEEK | AUGUST 7, 2017 19 NEXT TECH | PLATFORMS

APPLE’S ARKIT After years of speculation, Apple is finally making its first foray into augmented reality this fall, launching a platform dubbed ARKit in the iOS 11 software that will equip millions of iPhones with AR and give developers and brands the tools to make AR apps. While the number of AR platforms OCULUS RIFT for marketers continues to grow, Apple’s combination of software and hardware Virtual reality seems to be one of those mediums perpetually VR STATS could finally push the technology into stuck in the purgatory between hype and hope. Oculus, which the mainstream. Facebook acquired for $2 billion in 2014, has been described by BUNDLE PRICE FOR “While Google, Facebook and Facebook CEO and VR evangelist Mark Zuckerberg as the “chance OCULUS RIFT, INCLUDING Microsoft all have initiatives in this to create the most social platform ever, and change the way we TOUCH CONTROLLER work, play and communicate.” And while it’s only been a couple AND SIX GAMES of years since Oculus’s founders raised an early $2.5 million on Kickstarter—long before VR had taken off with users, brands ‘Apple launching or media companies—the medium has become a powerfully $399 potent way of sharing messages and stories for marketing and COST OF SAMSUNG’S ARKit will bring journalism. OCULUS-POWERED GEAR impressive VR HEADSET mobile-based ‘Consumers ... will yearn for AR to millions something more than just $129 of people.’ games and entertainment in OCULUS UNITS SOLD IN FIRST HALF OF 2017 Marc Jensen, chief innovation (IDC RESEARCH) officer, space150 the future.’ Gabo Arora, founder and creative director, Lightshed space, Apple launching ARKit will bring 520,000 Recently, brands as varied as hiking outfitter Merrill and impressive mobile-based AR to millions NUMBER OF PLAYSTATION shows like Game of Thrones have created VR experiences, while of people,” says Marc Jensen, chief VR HEADSETS SOLD IN Facebook itself has been building out its own VR social network, innovation officer at space150. “Apple FIRST HALF OF 2017 called Spaces. Journalism outlets and nonprofits also have been has tight control over the hardware and (IDC RESEARCH) software in the iPhone, and this puts using immersive storytelling to bring viewers closer to crises them in a very unique position to deliver around the world than ever before. a compelling AR experience on a truly “It’s been incredible that so much early content on platforms 1.6 million mass-market device.” like Oculus that has done well has been focused on social good Ikea plans to launch one of the first and on real-world stories that matter,” says Gabo Arora, founder ESTIMATED VR apps built with ARKit this fall that will and creative director of Lightshed, a VR and social impact startup. HARDWARE MARKET allow consumers to take pictures of “I think the early consumers realize the special empathy that BY 2020 (SUPERDATA) their homes and place virtual graphics of comes from these experiences and will yearn for something more furniture over them so that they can see than just games and entertainment in the future.” how a piece looks in a room. “This is a Although industry experts may debate how long it will take VR $12.1 billion to reach mass adoption, the technology is unquestionably poised category ripe for AR’s benefits,” Jensen SMARTPHONE BRANDS to keep growing. According to a report released late last year says. “Gaming and entertainment is THAT WILL RUN GOOGLE’S by the research firm SuperData, the VR hardware market could another one where we will see a ton of VR PLATFORM DAYDREAM reach $2.7 billion this year before more than doubling in 2018 to $6 consumer adoption. I expect that brands BY 2018 will find ways—like we see in esports— billion and then doubling again by 2020 to $12.1 billion. Consumer to integrate their messages and find software and services markets will also increase, reaching $1 sponsorship opportunities that fit.” —L.J. billion this year and hitting $16.2 billion by 2020. —M.S. 11

AUGUST 7, 2017 | ADWEEK FACEBOOK MESSENGER Facebook’s stand-alone messaging app has become an AMAZON increasingly prominent place for marketers interested in For years, Amazon has been reaching the more than 1 billion users on the platform. encroaching on established retailers’ Earlier this year, Facebook began testing ads within turf—and now it’s about to do the same Messenger that appear on the app’s home screen, giving to digital advertising by potentially brands a new canvas outside of the newsfeed to reach taking on the duopoly of Facebook consumers while they talk with friends. and Google. But it’s not just humans that are using the platform. Equipped with data about what Thanks to the thousands of Messenger chatbots built by products people are looking at online developers around the world, Facebook has rapidly built and a trove of consumers’ credit card out another network for users to interact with companies and information, the Seattle-based retailer characters for customer service, shopping or entertainment. is building an advertising and marketing “Chatbots give marketers the ability to ‘befriend’ their tech stack to pitch targeted search and customers,” explains Beerud Sheth, CEO of Gupshup, a company programmatic ads. that builds messaging experiences for Messenger and other But ads are only the tip of the iceberg platforms. “Consumers use messaging apps to chat with their friends—and when it comes to Amazon’s impact on will now chat with brands in the same way. Therefore, brands have the marketers. The popularity of Amazon’s opportunity to become trusted advisors, guides and assistants. Brands that Echo devices is driving marketers to succeed in doing that will earn loyalty like never before.” create voice-activated branded apps Of course, Messenger isn’t the only popular messaging app. Others like Canada’s Kik, China’s WeChat and Japan’s Line all have larger user bases (not to mention the more than 1 billion users on Facebook’s own WhatsApp). But in ‘The data that the U.S., it’s Messenger that’s the most mainstream. —M.S. comes from [Amazon] will become critically GOOGLE GLASS ENTERPRISE When Google first unveiled Glass in 2013, it was a PR success but a commercial embarrassment, important.’ with the $1,500 prototype failing to catch on with users interested in the head-mounted displays. Martin Sorrell, CEO, WPP (In 2015, an executive for Google’s experimental lab Google X said one of the company’s biggest mistakes was marketing the product before it was ready for mainstream use.) Marketers’ hopes for the product were shattered when Google shelved it just two years after its launch. that help consumers discover and use But Google Glass is now getting a surprise second act: Last month, Alphabet, Google’s parent products. Meanwhile, agencies like company, unveiled plans for a reboot, focused less on consumers and more on enterprise use, WPP’s Mindshare and Possible are with a new version of the technology called, fittingly, Google Glass Enterprise. helping brands stay ahead of the curve While this latest model is less about attracting wannabe cyborgs than serving people in by building Amazon-specific services industries like manufacturing, healthcare and agriculture, the increasing adoption of other heads- that help clients develop specific up displays like Microsoft HoloLens and various VR headsets over the past few years could help strategies for marketing through the people see Glass in a different light. ecommerce giant. “Disruptive innovations almost always start as toys, and Google Glass is another example of In the future, “one could assume that,” says Evan Kraut, managing director of Grey Adventures at Grey Group. “The technology was that [Amazon’s] artificial intelligence invented before the ultimate use case was designed, and so the concept ‘failed.’ But as with the or algorithms will be able to order you theory, it didn’t actually fail. It just needed a reset to find it’s true purpose: utility.” clothing,” WPP CEO Martin Sorrell said Kraut predicts that the next five to 10 years will see both the evolution and the extinction of recently when explaining Amazon’s today’s devices. “Augmented reality will ultimately become the single device that humans use for power. “You can try it on, like you would content consumption and engagement,” he says. —M.S. in the changing room of a bricks [and mortar] retailer, using digital technology. So the data that comes from that will become critically important.” —L.J.

ADWEEK | AUGUST 7, 2017 21 Two great individuals, one great achievement.

Recognizing two of 4A’s “100 People Who Make Advertising Great.” Congratulations to Kathleen Brookbanks, COO, Hearts & Science and Elayna Tekle, Brand Director, Hearts & Science for raising the standards of our industry and paving the way for an even brighter future.

hearts-science.com 4A’S SPECIAL ADVERTISING SECTION

PART 2 OF 4

ADWEEK | AUGUST 7, 2017 A1 4A’S SPECIAL ADVERTISING SECTION

IMPACTING ADVERTISING TODAY LISA WEINSTEIN CEO AND CHANGING THE WAY WE ENGINE MEDIA GROUP In just over a year, Weinstein has built Engine Media SEE THE INDUSTRY TOMORROW into an agency for the digital age, implementing tech- enabled, data-driven, modern media services that have To celebrate its centennial, the 4A’s has named 100 People Who the potential to redefine what’s offered in the future. Make Advertising Great, recognizing a diverse and distinguished With clients like Slimfast, Getty Images and NFL on group that represents the best of the industry, across all levels and Location, the agency now has more than 100 employees disciplines. The group will be fêted at the 4A’s 100th Anniversary with offices in Chicago, New York and London. Gala, a benefit for the 4A’s Foundation, on September 27 in NYC. This is the second of four issues where we’re revealing the JESSICA MCGLORY DIRECTOR, PAID SOCIAL, ENGINE MEDIA GROUP list: Exceptional professionals, industry leaders and rising FOUNDER, FORECASTR stars who are leaving their mark—from creating great work and driving great culture to inspiring greatness in others. Open to While most of us were cramming for exams in college, all employees of U.S.-based agencies and industry associations, McGlory launched Forecastr, a business that merged hundreds were nominated by their peers, associates and TV and social fandoms. Later, as an intern at Comedy Central, she tested her theory about the correlation colleagues. The final list was selected by an esteemed panel of 13 between audience size and social media engagement, industry players who also represent diversity of experience. View predicting Season 2 renewals with 98 percent accuracy. the full list at aaaa.org/100th. Today she continues as Forecastr’s CEO while leading The next edition will run on August 21. paid social for Engine Media, and also champions the cause of Data for Social Justice.

COLLEEN LEDDY BRYAN KENNEDY HEAD OF COMMUNICATIONS STRATEGY CEO, EPSILON/CONVERSANT DROGA5 While Kennedy considers himself a “secretly frustrated Leddy brings enormous creativity and intuition to media creative” with drawing and doodling among his hidden planning, lending progressive thinking to many of the talents, there’s no denying his impact on data and agency’s award-winning campaigns for Newcastle (“Band technology. In his seven-plus years at the helm of the of Brands”), Google Chrome (“Dear Sophie”) and Under Dallas/Fort Worth-based agency, he has transformed Armour (“Game Changer”). Her knack for integrated it into an industry innovator in the convergence of thinking by way of media has maximized the impact of advertising, data, digital and technology. And then Droga5’s most renowned work. there’s his expansion expertise. Kennedy has not only grown Epsilon from 22 global offices to 70, but has also LEO WONG increased its revenues by over 300 percent. ACCOUNT MANAGER DROGA5 CHRISTIAN JUHL GLOBAL CEO, ESSENCE By day, Wong does account management for clients such as Google Pixel, Scion and Timex. By night, he’s After Juhl took the helm of Essence, it became the unflappable in his quest to make the ad industry more subject of a bidding war, getting sold to WPP in a deal that diverse and inclusive. An alum of 4A’s Multicultural took two years to close. Essence has not only grown its Advertising Intern Program (MAIP), ADCOLOR Futures foundational Google digital business, but is now seen as and AAF’s Most Promising Multicultural Students the data-driven growth engine for GroupM and WPP with Program, he also created Droga5’s Take Our City to Work clients like Target. His favorite ads recall simpler times. Day, a day of immersion for multicultural high school “Coke ads always have a place in my heart,” he says. “As students. “When we don’t intentionally include, we a boy, my dad and I would work in the shop and share a unintentionally exclude,” he says. Coke. Those are great memories for me and I’ve always connected with that brand.” RICHARD EDELMAN PRESIDENT AND CEO CARTER MURRAY EDELMAN WORLDWIDE CEO FCB The industry scion has built his family-owned agency into the biggest PR firm in the world by continuing to be After becoming one of the youngest global agency CEOs forward thinking (such as its early embrace of digital when he took FCB’s helm in 2013, Murray continues marketing). The Edelman Trust Barometer, an annual to soar to new heights as the agency has landed major take on trust and credibility launched in 2001, has made accounts such as Clorox global and Allergan. At the him one of the industry’s leading experts on the topic, and same time, he’s stirred up FCB’s creative juices enough Edelman has also been a regular panelist and speaker to score 74 Cannes Lions in the last two years. A at the World Economic Forum in Davos for more than a champion of diversity and gender equality, Murray toes decade. He’s also an avid scholar of American History that line by running an agency where 60 percent of with a focus on Civil War battlefields. FCB’s Chicago executive leadership team is women. A2 AUGUST 7, 2017 | ADWEEK AT HORIZON, LEADERSHIP STARTS AT THE TOP AND JUST KEEPS ON GOING. Bill, Anita, congratulations on being recognized by the 4A’s as two of the 100 People Who Make Advertising Great. From a very proud agency indeed.

BILL KOENIGSBERG President, CEO and Founder

ANITA WALSH Director, Social Strategy & Marketplace Buying 4A’S SPECIAL ADVERTISING SECTION

SUSAN CREDLE GLOBAL CCO, FCB Having created iconic campaigns like Allstate’s “Mayhem” and the M&Ms characters, Credle brought her breakthrough creative processes to FCB in 2016. She’s been tireless helping women THE 100 break the gender ceiling with FCB’s “Here Are The Women” mentoring and talent cultivation program. What’s the favorite campaign of the legendary creative? “When I saw the Diet Pepsi ad featuring Ray Charles I realized that a 30-second ad could turn into something bigger. How do we say that Diet Pepsi tastes as good as Pepsi? With a blind taste test, of course.” SO FAR Featured in the July 24 issue of Adweek. VITA HARRIS CHIEF STRATEGY OFFICER, FCB RICHARD WARD ED COTTON Driving FCB’s strategy, planning and research, Harris is also legendary in her commitment to CHAIRMAN & CEO CHIEF STRATEGY mentoring budding account planners from all walks of life—whether through agency initiatives, 22SQUARED OFFICER industry groups or as a visiting teacher at Howard University. At FCB, she’s also blazed a trail with BUTLER, SHINE, the Behavior Path Marketing methodology that mines consumer insights to create fresh, relevant SARAH STERN & PARTNERS and strategic marketing communications programs. HOFSTETTER CEO JUSTIN ADU 360I ASSOCIATE CREATIVE DIRECTOR To get his first industry internship, THE NEXT BIG THING: “Technology JASON NORCROSS OF DIGITAL AND PARTNER, SOCIAL MEDIA Houston wrote to Jay Chiat and is not just changing media behaviors; EXECUTIVE CAROL H. WILLIAMS impressed him with a proposal that it is expanding lifetimes, reinventing CREATIVE DIRECTOR every aspect of advertising should be connections and changing perceptions. 72ANDSUNNY MARIANNE infused with creativity. He’s kept that AI and data-fueled creativity are the BELLORIN ethos going since joining Grey in 2007 most immediate, visible signs, but ANDREW GRAFF STRATEGIST CEO CO:COLLECTIVE and was just named worldwide CEO. the next truly big thing will be the ALLEN & GERRITSEN Under his leadership, the agency won redefinition of the human experience.” ROSEMARIE RYAN more than $2 billion in business in 5 KAVON JOHNSON CO-CEO & CO- MICHAEL years and increased its client roster AN AD THAT INSPIRES: “In middle ART DIRECTOR FOUNDER HOUSTON by 50 percent. A champion of diversity, school, I saw Maxell’s ‘Blown Away ANOMALY CO:COLLECTIVE WORLDWIDE he told The New York Times several Man’ and knew I wanted to do MADONNA BADGER CHRISTINE CEO years back: “In our industry, ‘diversity’ something creative—something that FOUNDER, CCO FRUECHTE GREY GROUP ought to mean diversity of thought, influenced and was influenced by BADGER & WINTERS CEO background, age, approaches, sexual pop culture. I was drawn to the art of COLLE+MCVOY orientation, points of view.” persuasion. I was probably the only 8th GERRY GRAF FOUNDER DAVID ANGELO grader with an Adweek subscription.” BARTON F. GRAF FOUNDER & CHAIRMAN BENNETT D. DAVID&GOLIATH BENNETT DAN LACIVITA COPYWRITER WENDY CLARK CEO, FIRSTBORN BBDO CEO DDB NORTH LaCivita has been practicing sleight of hand since he was a tot, but that’s nothing compared to CHRISTOPHER AMERICA his magical rise from flash developer at Firstborn to its CEO 12 years later. The New York-based VEGA strategic design and technology company now works with brands like L’Oréal, PepsiCo, Patron CREATIVE RESIDENT KEITH REINHARD and S&P Global to embrace emerging technology and experiential. COPYWRITER CHAIRMAN BBDO EMERITUS DDB WORLDWIDE RICH SILVERSTEIN ANDREW CO-CHAIRMAN AND PARTNER, GOODBY SILVERSTEIN & PARTNERS ROBERTSON ARI WEISS PRESIDENT & CEO CCO An inductee in the Art Directors and One Club Creative Halls of Fame, as well as a recipient of BBDO WORLDWIDE DDB WORLDWIDE Adweek’s Executive of the Decade award, Silverstein has served as art director at Rolling Stone, DDB NORTH Bozell & Jacobs, McCann Erickson, Foote, Cone & Belding and Ogilvy & Mather, where he met DAVID LUBARS AMERICA current partner in crime Jeff Goodby. With such an inveterate agency pedigree, Silverstein keeps CCO, BBDO WORLDWIDE IAN SCHAFER it fresh by maintaining an indie spirit. “Let’s stop making work for award shows,” he says. “They’re CHAIRMAN FOUNDER & CEO getting rich off our insecurities.” BBDO NORTH DEEP FOCUS AMERICA JEFF GOODBY WINSTON BINCH SARAH WATSON CHIEF DIGITAL CO-CHAIRMAN AND PARTNER, GOODBY, SILVERSTEIN & PARTNERS CHAIRMAN, BBH NY OFFICER Knowing that he wrote for the Harvard Lampoon as an undergrad helps explain why Goodby’s GLOBAL CHIEF DEUTSCH NORTH most celebrated creative is often trailblazing and irreverent. To that end, his “Got Milk” campaign, STRATEGY OFFICER AMERICA which he first scribbled on a napkin, and his Budweiser Lizards are in permanent rotation at BBH CHRIS VILLANUEVA the Museum of Modern Art. Following the beat of his own drum has also helped Goodby, along MICHAEL COPYWRITER with partner Rich Silverstein, win multiple Agency of the Year awards and be inducted into the LEBOWITZ DIGITASLBI Advertising Hall of Fame. FOUNDER & CEO BIG SPACESHIP A4 FROM ALL OF US AT EPSILON AND CONVERSANT Congratulations, Bryan Kennedy One of the 4A’s “100 People Who Make Advertising Great”

Marketing innovator, dedicated leader and sometimes guitar hero, Bryan Kennedy, CEO of Epsilon/Conversant, has played a central role in realizing our vision for a new breed of marketing company. We always knew you were a rock star.

epsilon.com conversantmedia.com

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With trust, transparency and brand revolutions. Also, name another safety issues like ad blocking, fraud, industry where you can market heavy IRWIN GOTLIEB piracy and viewability capturing machinery in the morning and potato GLOBAL CHAIRMAN industry headlines, it is worth noting chips in the afternoon and where you GROUPM that GroupM has been the only media work with young, smart and fun people agency group with a senior executive and get paid to do it.” tasked with taking on the integrity of Who would have thought that media, which was digital advertising. Since assuming THE NEXT BIG THING: once just a department in full-service agencies, the role in 2016, media industry vet “Communication that adds value would become so complex? Gotlieb did. And JOHN Montgomery has worked tirelessly to consumers’ lives and builds by constantly evolving his agency’s practices MONTGOMERY with the organization’s digital and relationships. We spend too much time and improving the ever-changing landscape EVP, BRAND SAFETY media experts to implement the right talking about cost and efficiency and (he taught himself to write code and invented GROUPM GLOBAL measurements and methodologies for not nearly enough time on quality. I the first media buying optimizer), Gotlieb’s safety and viewablity. can’t help thinking that if we spent as GroupM is now the world’s largest global media much time thinking about how to make investment company and responsible for over WHAT HE LOVES ABOUT THE better, smarter work as we do on how $100 billion of client spending worldwide. BUSINESS: “Great advertising. to reduce CPMs, the CPM problem The best ads have sparked cultural would go away.”

ESTHER FABIAN SENIOR ACCOUNT EXECUTIVE HART ASSOCIATES ROB NORMAN CANDACE QUEEN CHIEF DIGITAL OFFICER FOUNDER, HANSBERRY GROUP GROUPM WORLDWIDE FOUNDER, BLACKS IN Renowned for her drive, passion, unwavering positivity, charisma and stellar CHAIRMAN, GROUPM ADVERTISING leadership abilities, it’s no surprise Fabian’s agency nickname is Wonder NORTH AMERICA CREATOR IN CHIEF, MEROË & CO. Woman. A two-time breast cancer survivor, she has led her team at Toledo, Ohio-based Hart to multiple regional Telly/Addy award wins, as well as a A buff for French colonial history She may have mad skills as an art National Silver Addy in 2016. in Indochina. A fan of 18th director, but Chicago-based Queen is century English cookery books. also a tornado of activism on issues WHAT SHE LOVES ABOUT THE BUSINESS: “The push and pull—pushing the Admired and influential leader in like diversity and giving back. She client to go outside the norm, pulling something great from a creative team. international media and marketing. founded Hansberry Group to provide Pushing to find that audience insight so we know exactly which problem they Norman also happens to oversee affordable branding, strategy, design want solved and pulling the audience through the decision journey.” the world’s largest buyer of online services and marketing tools to advertising, helping develop emerging black-owned businesses. AN AD THAT INSPIRES: “The first time I saw the Google Chrome ‘It Gets GroupM’s celebrated digital Blacks in Advertising helps amplify Better’ campaign in 2011, I started crying before the end. I couldn’t wait to go capabilities and working with and empower black professionals in to work the next day and talk about it. It was so real. So raw. And it so concisely partners to improve advertising advertising and media. Plus there’s and tastefully demonstrated how and why social media was becoming so integrity. His annual Interaction her cause work for MAIP, ADCOLOR, important in advertising, communicating and building relationships.” report is a must-read overview of Coalesce Chicago, She Runs It and the the state of digital marketing. Austin Urban League.

Earlier this year, Murphy was put in charge of Havas Heath WHAT SHE LOVES ABOUT THE BUSINESS: “The pace & You, a new entity that merged Havas Health and all of of change, the unexpected crazy smart things that happen Havas Creative Group’s consumer health practices—a way every day. In fact, my motto is: ‘You can’t make it up.’” to zero in more directly on the growing health and wellness market. She now leads an organization with more than AN AD THAT INSPIRES: “BBDO’s work for GE—especially 4,000 employees in 65 offices in 50 countries, a far cry from the ad I call ‘My mother works for GE’—reminds me of just the one-stop pharma agency she joined back in 1987. And how many lives we impact with our corporate culture, and she’s being recognized across the industry—being named just how important it is to have our people proud of where to to Medical Marketing & Media’s Hall of Femme honoring they work and the work they do. That ad, with its great DONNA MURPHY breakthrough women, and ranking #27 on PR Week/MM&M’s animation, is a simple reminder of what matters.” CEO, HAVAS HEALTH & YOU annual list of health influencers.

A6 AUGUST 7, 2017 | ADWEEK KATHLEEN BROOKBANKS COO HEARTS & SCIENCE ELAYNA TEKLE ANITA WALSH BILL KOENIGSBERG BRAND DIRECTOR DIRECTOR, SOCIAL STRATEGY PRESIDENT, FOUNDER, CEO HEARTS & SCIENCE & MARKETPLACE BUYING HORIZON MEDIA HORIZON MEDIA Forget thinking out of the Awarded the agency’s A renowned leader and Brookbanks started her career when media planning was written box; Tekle doesn’t seem Wizard of Oz award for maverick, Koenigsberg long-hand on green sheets, but she’s co-architected one of to know there is a box. going above and beyond has been winning his the industry’s most data-driven and tech-centric media shops. From contributing to major to move mountains for crusade against global Clearly, you don’t have to be a millennial to be a paradigm-buster. campaigns for UPS and clients and colleagues, competitors for 28 years. And with her leading the charge, the New York-based Omnicom Oreo, to joining Hearts Walsh also demonstrates Horizon, which he built shop landed both P&G and AT&T in its inaugural year. & Science in its hectic wizardry through her from scratch in 1989, is inaugural year, to building uncanny ability to foresee now a $7 billion media WHAT SHE LOVES ABOUT THE BUSINESS: “The variety of a cross-functional team and fix problems before business. And that growth categories and company cultures you are exposed to over time. that onboarded major they actually arise. has come by focusing Everyone will say it, but the people make our business. They brands like Pepto Bismol She built the Social on culture—constantly are interesting and curious, plus some of the characters you and Prilosec, to regularly Marketplace practice as striving to make Horizon encounter are hilarious.” running half marathons, a whole new department a great place to work for Tekle demonstrates an at Horizon to deliver his employees. As chair of HER HIDDEN TALENT: “While most wouldn’t consider me a unfailing drive, discipline social buying services. the 4A’s, Koenigsberg has creative by trade, I’m passionate about home decorating. I also and desire to do things She’s turned it into a been a leader through a just finished writing and publishing my first book and it may very differently. powerhouse group with an turbulent period of client/ well be my second career.” impact across the agency. agency relations.

CHEERS Congratulations to Horizon Media’s Bill Koenigsberg and Anita Walsh. The 4A’s thinks you make advertising great. So do we. © 2017 A&E TELEVISION NETWORKS, LLC. ALL RIGHTS RESERVED. 1241. ON THE ORIGINS OF BRANDS AND THE PEOPLE WHO BUILD THEM Perspective

THE MASCOT The Coppertone Girl is still on the packaging these days, but a more modest rendering has replaced the rather risqué image of the nearly-nude cherub.

THE NOZZLE Spray applicators have become standard these days for their ease of application, though some say laying the goo on thick offers better protection.

THE RATING BRAND NAME A measure of how long a product will protect you from ➜ UVB rays, SPF— Coppertone prominently displayed on the packaging— HOW A STICKY GOO DEVELOPED IN WWII gave Coppertone a BECAME THE SUNBLOCKING BALM THAT’S A marketing edge. BEACHGOING ESSENTIAL. BY ROBERT KLARA Look on the bright side (Clockwise from far left) The famous Coppertone Girl of 1959 helped make the brand a summer essential, especially when postwar Americans coveted deep tans like the one sported by French film star Brigitte Bardot. While this TV spot invited Americans to “flash ’em your Coppertone tan” as late as 1980, a public increasingly aware of the risks of UVB rays was already drifting toward sunscreens. Today, while Coppertone still sells suntan lotion, the bulk of its extensive line focuses on sun protection.

oyce Ballantyne Brand enjoyed a long in 2014, analysts estimated Coppertone to be career painting everything from 1940s worth north of $1 billion. But Coopertone’s pinup girls to fine oils, but the image staying power actually has more to do with that would make her a legend was for a deft maneuvering than tanning because small suntan lotion company. these days Coppertone isn’t really about It was 1959, and Grant Advertising getting a copper tone at all—it’s about hired Brand to whip up something for its Fast Facts protecting yourself from the sun. Jnew client, Douglas Laboratories, which 1959 Coppertone Thanks to cultural icons like Coco had national ambitions for a product called Girl debuts. Chanel and, later, French actress Brigitte Coppertone. Its formula was originally 1978 FDA Bardot, Americans have long associated developed by a WWII pilot named Benjamin issues report on tanned skin with health and vigor. (The Green (a pharmacist in civilian life), who sunscreens. Coppertone Girl ad appeared with a “Don’t 2014 Bayer buys sought a way to protect American GIs in Coppertone. be a paleface” tagline.) So when the FDA the Pacific from getting sunburn. Green’s 90 Percentage of issued a report in 1978 warning that “in the solution was red veterinary petrolatum, a skin cancers linked long run, suntanning is not good for the sticky red goo you slathered on. After the to sun exposure. skin,” tanning’s “healthy” reputation was up war, Green improved his concoction by for review. Instead of running, Coppertone The bronze age adding cocoa butter and coconut oil, and then got out in front, establishing its own Solar In the early days, Coppertone perfected the stuff. Research Center and promoting the SPF (sun Coppertone aimed to But Coppertone lacked one thing: a protection factor) rating on its packaging. “stimulate tanning” compelling sales hook, which is what Brand “The brand had the foresight to see that and “protect skin against harsh effects gave them. She posed her 3-year-old daughter there was more than just tanning involved of sun”—but most Cheri atop a backyard picnic table and pulled with the sun,” said Coppertone senior brand Americans were only her bathing suit down to reveal the tan line. manager Dana Valentino. “From that point interested in getting Later, Brand painted in a cocker spaniel who, forward, we focused on products that would brown. After the late drawstring in mouth, did the pulling. give [consumers] the freedom to go outside 1970s, protection and The image would make Coppertone and have the protection they need.” SPF ratings would famous. Brand got a check for $2,500. And even though sun protection is take the place of deep Today, Coppertone—due in part to that trendier than suntanning nowadays, one tans. Today, it’s pale famous image—remains the quintessential thing hasn’t changed: the Coppertone Girl. that means healthy. brand of summer, and a successful company Fifty-eight years after her debut, she’s still indeed. When Bayer acquired it from Merck on the packaging. OPPOSITE PAGE AND PRODUCT LINEUP: RAQUEL BEAUCHAMP; THIS PAGE: AD/SIDEBAR: COURTESY OF COPPERTONE; BARDOT: HULTON ARCHIVE/GETTY IMAGES

ADWEEK | AUGUST 7, 2017 31 32 CEO and president, president, and CEO l AdRol President, Previous gig Previous Current gig Current r @tgabrine Specs Specs r Twitte v Adap.t MOVER BY MARTY SWANT BYRUMORS. MARTY FUTURE OF AD TECH—AND THOSE SNAPCHAT THE ADDRESSES OF ADROLL PRESIDENT NEW THE Toby Gabriner Q+A the company going forward, and I think Ithink and forward, going company the because I’m incredibly excited about independent? remain to want you do and growth, for plan your What’s exploration. of area an is it that, around announcement launch aformal made haven’t we while and video, pursue to starting we’re reason that For purchases. actual to lead does really video that signals positive real some see to starting we’re and path, that of part being as video of efficacy the demonstrate to start can we …So device. or format amedia is it whether acquisition, to leads that journey user entire the understand really to customers our allows that dashboard attribution an is base pushed out to most of our customer and launched now we’ve what But isolation. in it at look you if perform doesn’t video and metric, of type acquisition per acost of more drive to us for looking are customers Our performance. from purely it at look you if format media achallenging been has [video] Historically now? Why video. AdRoll recently expanded into looked upon really positively. they something was this that feedback overwhelming got we behold, and lo And in. interested they’re something be this would co-op, data this launch to were we if asked and customers our We polled expensive. really is data third-party and own their on data of aton have don’t they that in brands big to compared disadvantage a real at were customers our and set, data arich need you that, do to order in obviously, And site. the to traffic more drive now to wanted we but site, the to comes that traffic converting of job good areally We’re doing site. their to traffic more drive customers our help we do how about thought and smart really was company the ago, years four then and product, a retargeting was with market to came we thought original Our gardens. walled to alternatives as pitched are which (along with Adobe and others), co-ops data developed have that AdRoll is one of several companies I joined the company company the I joined boundaries on that. boundaries the pushed have that WPP like some agency holding companies see you And data. and technology of forefront the at be to need really their they’re customers, going to to value provide really to order In up. waking are agencies the and think that there’s a real acceleration, Inow that. do to supposed were that desks trading with out started They companies. holding agency major the of anumber for opportunity amissed of abit is it think Ido And tech. mar or tech ad of forefront the on being and adoption technology of terms in go should agencies far how with astruggle been there’s I think evolution of agencies, quite frankly. The expected? you than slowly years. What’s changed more 20 for tech ad in You’ve been optimizing our business around. we’re what not that’s but happen, things those happens, exit an If business. agreat building keep to is job our like feel and opportunities big these on We’re laser-focused acquired. being to pertains it as nature that of innuendoes or rumors Obviously, we don’t comment on acquired. be to Inc. Snap with talks in been has AdRoll that rumors some been have There algorithms. machine learning and optimization developing of terms in nuanced super and different very is that and conversion, drive to stack technology our building on years 10 for focused hyper been We’ve activity. funnel upper driving and they audiences are identifying really are], but actually that those [and drivers performance are they claim that companies between adifference is really There that. into bucketed get companies of a lot and space digital the in alot around thrown been has term that Ithink is. marketing performance true what of understanding deeper a growing, is There forward. business this drive help will that will, you if tailwinds, significant pretty some are there AUGUST 7,AUGUST 2017 | ADWEEK

PHOTO: WINNI WINTERMEYER PORTRAIT

AGENCY Specs Who Founder and chief idea officer John Barker Barker and evp, creative THIS NEW YORK-BASED AGENCY ISN’T AFRAID TO GO director Sandi Harari BOLD WITH ITS MESSAGING. BY KATIE RICHARDS What Full-service ad agency Where New York How often do you see an ad for an advertising agency? Probably not very often—which John Barker, founder and chief idea officer of New York’s Barker, finds “a little bit cowardly.” As he puts it, “If we are counseling our clients to spend a trillion dollars on advertising, we should be willing to put our own money behind it.” (For example, to tout its predominantly female staff, Barker ran ads on New York bus shelters reading “70% Women. 100% Balls.”) Barker started the 31-person firm in 2003 with the desire to create an agency without silos—one that would be completely integrated and create edgy, impactful work. Under that approach, Barker has worked on campaigns for brands ranging from SlimFast to GlaxoSmithKline. Last September, for Advertising Week New York, Barker created the edgy “Change the Conversation” campaign. The ads, which ran in six cities across the U.S., called on specific agencies to change the conversation around pressing industry issues including diversity, equal pay and transparency. “I think

PHOTO: BRONSON FARR that kind of aggressiveness and edge is reflective of the sort of tonality of the agency,” Barker added. ADWEEK | AUGUST 7, 2017 33 LOOK BACK

1984 ADWEEK James Cooper / Editorial Director

Chris Ariens / TV and Media Editor Emma Bazilian / Features Editor Raquel Beauchamp / Associate Designer NBC R.J. Cabral / Project Manager Today show weather personality Willard Scott (l.) chats Patrick Coffee / Senior Editor, Agencies with Daniel McNamee, an NBC page from 1984-86 (and Aneya Fernando / Digital Projects Editor Jameson Fleming / Associate Web Editor current account director at Adweek). Recalls McNamee, Charles Goetz / Social Editor who later went on to work for Tom Brokaw, “It was the Ron Goodman / Creative Director Lisa Granatstein / Editor, VP, Content & Events greatest first job anyone could ever have.” David Griner / Director of Digital Initiatives Christopher Heine / Technology Editor Lauren Johnson / Senior Editor, Technology A.J. Katz / Staff Writer Yuliya Kim / Designer Robert Klara / Senior Editor, Marketing Jason Lynch / Senior Editor, Television Sami Main / Staff Writer Alfred Maskeroni / Director of Video Dianna McDougall / Art Director Jemima Mendenhall / Manager (AHE) Kristina Monllos / Senior Editor, Brands Tim Nudd / Creative Editor Erik Oster / Staff Writer Stephanie Paterik / Managing Editor Katie Richards / Staff Writer Marty Swant / Staff Writer John Tejada / Video Producer Erik Wander / Senior Web Editor Carol R. Wells / Group Creative Director Kelsey Wensberg / Special Projects Manager Timo Wilson / Associate Finance Director Mike Yuhas / Senior Desk Editor Contributors: Gabriel Beltrone, Rebecca Cullers, David Gianatasio, David Kiefaber, Carlos Monteiro, T.L. Stanley, Janet Stilson

SALES Robert Eisenhardt / General Manager (212) 493-4288 [email protected]

Mehmet Zenginler / Executive Director of Sales (212) 493-4177 [email protected] New York: Albert Nassour / VP, Sales (212) 493-4137 [email protected] Debbie Dunbar / Sr. Director of Sales (212) 493-4105 [email protected] Daniel McNamee / Account Director (212) 493-4157 [email protected] Meghan Crown / Business Development Manager (917)-258-0384 [email protected] Peter Wilson / Business Development Manager (212) 493-4144 [email protected] Boston: Elaine Mershon / Sr. Director of Sales 508-321-1746 [email protected] Northern California/Pacific Northwest: Kim Abramson, KPA Media (415) 705-6772 [email protected] Southern California: Gary Thompson, KPA Media (424) 206-1988 [email protected]

Biz Mulu / Senior Client Success Manager (212) 493-4206 [email protected] Kenneth Moshensky / Client Success Manager (212) 493-4068 [email protected] Tyler Kamen / Client Success Manager (212) 493-4101 [email protected]

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September 13 & 14, 2017, Cologne

dmexco presents Lufthansa #FlyingLab: The dmexco Pre-Conference at 30,000 feet Outstanding – Unique – Inspiring

Be part of dmexco’s Pre-Conference on board of flight LH 405: Take off with us from New York on September 11, 2017 and join the Lufthansa FlyingLab, an exclusive Inflight Conference above the clouds! Top speakers of the dmexco Conference will share their insights about the Internet of Things and Digital Transfor- mation – broadcast live to your seat. Listen to and discuss with the global digital economy! Already confirmed:

David Meza, Cindy Chin, Nathan Edelsburg, Chief Knowledge Member NASA Executive Editor / Architect, NASA Datanauts EVP, Muck Rack & – Johnson Space Shorty Awards Center PureBuSineSS Check-In dmexco.com/FlyingLab

PARTNER Now!