Important to Important People Digital Edition June 29, 2020 The company’s successes—and stumbles—offer lessons for brands reacting to rising calls for equality P&G’s “The Pause” BEHIND calls attention to the hesitation that LGBTQ+ people experience P&G’S YEARS-LONG daily before before deciding how much of themselves to reveal. DIVERSITY PUSH Procter & Gamble In this issue June 29, 2020 Editor’s Note Welcome to Ad Age’s Digital Edition Feature Procter & Gamble Co.’s experiences, including its missteps, offer lessons for other marketers amid pressure from DEDICATED consumers telling TO DIVERSITY brands to do better. News THE WEEK AHEAD: JUNE 29-JULY 3, 2020 A look at some of the happenings over the next five days of interest to marketers, agencies and media players. TRENDING Hot topics in the world of marketing. FOLLOWING THE FACEBOOK MONEY As the ad boycott of social giant intensifies, brands move money elsewhere. In this issue June 29, 2020 WOMEN TO WATCH We profile 40 female leaders in Europe and the U.S. who are driving cultural change—out front and behind the scenes—and pushing clients and their own organizations to think differently. MANAGING EMPLOYEE ACTIVISM Marketing has had a limited role in preventing or responding to protests, but marketing executives should be involved. Brand Playbook offers best practices for dealing with internal dissent. 5 QUESTIONS ON DIVERSITY AND INCLUSION Ad leaders propose solutions to achieve equality for underrepresented groups in the marketing industry. APPLE’S ‘1984’ SPOT: A LOVE-HATE STORY The Macintosh-launching Super Bowl ad—now widely regarded as a masterpiece—provoked mixed feelings at the time, just like the computer it obliquely promoted. How to contact Ad Age Email: [email protected]. See our masthead at AdAge.com/masthead to Contents copyright 2020 by Crain Communications Inc. All rights reserved. contact specific editors and reporters. For subscription information and delivery Ad Age (ISSN 0001-8899) Vol 91, No. 14. Published bi-monthly, with 3 issues in May, June concerns, please email and October and one issue in August by Crain Communications Inc. at 150 N. Michigan Ave, [email protected] Chicago, IL 60601-3806. Periodicals postage paid at Chicago and additional mailing offices. or call (877) 320-1721 (in the U.S. and Canada) Send address changes to Ad Age, Audience Development Department, 1155 Gratiot Avenue, or (313) 446-0450 (all other locations). Detroit, Mich. 48207-2912. $4.99 a copy, $109 a year in the U.S. In Canada: $5.00 a copy, $239 per year, includes GST. Mexico $239, All other countries $429, includes a one-year subscription Advertising: (212) 210-0139. and expedited air delivery. ‘‘Canadian Post International Publications Mail Product (Canadian Classified: (800) 248-1299. Distribution) Sales Agreement No. 40012850’’ GST #136760444. Canadian return address: 4960-2 Library services: (313) 446-6000. Walker Road, Windsor, ON N9A6J3. Printed in U.S.A. Four weeks’ notice required for change of News offices: New York: (212) 210-0100, Chicago: address. Address all subscription correspondence to Audience Development Department, Ad Age, (312) 649-5200, London: +44 (0) 794-123-7761. 1155 Gratiot Avenue, Detroit, Mich. 48207-2912 (1-877-320-1721). Microfi lm copies are available For reprints, email Laura Picariello at from ProQuest, 800-521-0600 or www.proquest.com. Ad Age is available for electronic retrieval on [email protected], or call (732) 723-0569. the NEXIS® Service (800-227-4908) and Dow Jones & Co. (800-522-3567). Ad Age Digital Edition June 29, 2020 Editor’s Note Welcome to the Ad Age Digital Edition. This issue, which is focused on how marketers and agencies are responding to pressure to increase the diversity in their ranks, has been in the works for Jessica Wohl is months. It became even more meaningful during food reporter and the rise in racial justice activism over the past few co-host of the Ad Age Marketer’s weeks following the death of George Floyd. Brief podcast Ad Age has been reporting on the steps agencies and marketers have taken, from Black Lives Matter statements of support and donations to frank assessments of their diversity—or lack of diversity—and promises to change. There is much work to be done. One area where the industry has already made some strides is in promoting more women. A new report from the CMO Council found that women in senior marketing roles last year actually earned a tad more than men. Of course, as starkly illuminated by the #MeToo movement, women still face barriers—all the more reason why it is important to have women in leadership positions. Our 2020 Women to Watch list, also in this issue, profiles some of the women who are leading cultural change, pushing clients and their own organizations to think differently. The list is a reflection of all of the women whose Ad Age Digital Edition June 29, 2020 WELCOME work is bold and loud, as well as those whose work happens a bit more behind the scenes. This year’s list features 20 women in the U.S. and 20 based in Europe. These powerful women include Shayna Walker, director of diversity and inclusion and campus recruiting at Horizon Media. Walker says she’s tired of hearing companies talk about diversity and inclusion efforts rather than taking specific steps. “It is easy to talk about the need for change,” says Walker. “But what’s missing is consistent action. The real work lies in truly committing to ‘the how’ and disrupting the status quo to actually effect change.” An expanded online feature will include additional thoughts from each of this year’s 40 honorees. For example, Nadja Bellan-White, executive partner at Ogilvy Group and one of our 20 Women to Watch Europe honorees, says she finds it sad to be “one of a handful of Black people in senior positions.” She says she knows many people who left the industry, “just because it became too hard, not because they weren’t smart enough, but because the challenges were too tough. Too many times, the doors are slammed.” Also in the digital edition, Jack Neff dives into the diversity and inclusion work Procter & Gamble Co. has been doing for years, including its films on Ad Age Digital Edition June 29, 2020 WELCOME racial bias including “The Talk” and “The Look.” Still, Chief Brand Officer Marc Pritchard offers a frank assessment, noting that while P&G has added more women into its executive ranks, it falls short on people of color. Adrianne Pasquarelli takes a look at the growing Facebook ad boycott and where brands are diverting their dollars. Pinterest and TikTok are among the platforms that could gain at Facebook’s expense. In our Brand Playbook feature, Neff outlines how brands should manage the growth of employee activism. And in “Five Questions With,” Creativity Editor Ann-Christine Diaz discusses how the industry can address racial inequity, with questions answered by some of the industry leaders who participated in our “Future of Creativity” week. Plus, Simon Dumenco’s “Ad Age at 90” looks back at the ‘1984’ launch marketing for Apple’s Mac. Last week, Apple announced plans to switch to using its own chips in the Mac. Some new Intel- powered Macs are still to come, but over the next two years Apple’s ARM chips will find their way into its own computers. —Jessica Wohl Return to Table of Contents News The future of upfronts The Week Ahead: June 29-July 3, 2020 June 29 Conagra is reviewing Ad Age hosts a virtual roundtable discussion on calls to reform its Mrs. Butterworth’s TV’s upfront season. Execs from Nestlé, Mastercard and brand after a racial NBCUniversal will participate. RSVP here. backlash. Courtesy Conagra June 30 Brands Joan Creative founders Jaime Robinson and Lisa Clunie join Ad Age Remotely at 11:30 a.m. EDT to talk about how the agency is thinking about diversity and inclusion. Conagra Brands, which is reviewing its Mrs. Butterworth’s brand and packaging, reports its fiscal fourth-quarter results. News Consumers in crises THE WEEK AHEAD: JUNE 29-JULY 3, 2020 ColorComm presents a daylong virtual summit, ColorCommCON, featuring sessions on representation, the role of chief diversity officers and changes in consumer behavior amid multiple crises. Speakers include leaders from AT&T, Harper’s Bazaar, Porter Novelli and Lilly USA. The American Marketing Association’s two-day Brand Smart Virtual Experience Soon Mee Kim, executive VP, conference begins. The BrandSmart Awards, celebrating global diversity & inclusion of brands and agencies behind the year’s best brand marketing Porter Novelli, campaigns that tie creativity to measurable results, will also will speak at ColorCommCON. be unveiled. Courtesy Porter Novelli Google’s web.dev Live begins. The three-day event focuses on sharing tips on modern web development. July 1 Enforcement for California’s Consumer Privacy Act begins. Although the law went into effect Jan.1, the state’s attorney Advertisement SEE the TOP TRENDS in MARKETING MARKETING INTELLIGENCE DATA & MEASUREMENT REPORT Data, Growth, and the New Marketing Mandate GET THE REPORT News Cereal numbers THE WEEK AHEAD: JUNE 29-JULY 3, 2020 general said it wouldn’t begin enforcement until today. CCPA grants California consumers enhanced data privacy rights and control over their personal information. General Mills Inc. raised expectations for its fourth- quarter results, which it reports today. Thanks to people stocking up Macy’s 4th of July on cereals and other packaged foods for at-home pandemic fireworks will go on, despite dining, the food marketer’s Nielsen-measured U.S. retail sales its struggles soared 45 percent in March and 32 percent in April from the during the pandemic.