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GRAVITY AWARD/ GOLD WINNER 2016: Marketing & Advertising: Creative Invention and Event/ Experience Invention, The Field Trip to Mars, Lockheed Martin, McCann New York, New York American Giant’s classic classic Giant’s American A polyglot helps brands brands helps A polyglot campaigns; reimagining reimagining campaigns; Targeting TV audiences audiences TV Targeting reach across the globe. the across reach Adweek takes Atlanta. takes Adweek PERSPECTIVE Upfronts; media brand brand media Upfronts; agency JohnXHannes. APRIL 17, 2017 | VOL. LVIII NO. 11 NO. LVIII 17, |VOL. 2017 APRIL make music television television music make Marketers push back back push Marketers hoodie is blowing up up blowing is hoodie Can Chris McCarthy McCarthy Chris Can How LGBT equality equality LGBT How TALENT POOL 36 POOL TALENT BRAND NAME 34 empowers brands. empowers CONTENTS DATA 11 POINTS New York startup York startup New against Facebook Facebook against the Brawny man; man; Brawny the FEATURES Iceland gets hot. gets Iceland LOOK BACK 38 BACK LOOK MELTDOWN 18 18 MELTDOWN WHAT’S NEXT NEXT WHAT’S UPFRONT with 18-34 year olds and mostover-indexed skewed towardfemales, Dramas Empire - F - Incomelessthan$50K - Interests:shopping, face/bodycare - Interests: - Incomeover$100K - F face/bodycare,tr This isUs PORTRAIT 37 PORTRAIT FACETIME 12 FACETIME show by show. by show TRENDING 5 TRENDING Will &Grace. Will FOR MTV 14 14 MTV FOR great again?great emales 18-34 emales 18-34 and Google. METRICS METRICS VOICE 10 VOICE the web. the primaril TV (F ox , (NBC) ) y avel . TV , lower incomes (less and searchers with toward 18-34yearolds Comedies indexed

AIRPLANE: DAVIES AND STARR/GETTY IMAGES “secret” team working on on working team “secret” reportedly has has Apple reportedly Just when Pepsi was threatening to hold onto the PR fail hold to PR onto fail the threatening whenJust Pepsi was BY BAZILIAN EMMA CRISIS. HOW NOT TO TO APR RESPOND ILLUSTRATES AIRLINES UNITED Burn And Crash with a master class in how not to handle aPR disaster. how not handle in to class amaster with brands it provided at $1 least billion—but more than Airlines United costing end week’s events up could the said, action.” All concrete immediate, take will we which from experience learning aharsh provided has situation horrible “This saying, statement, another with backtracked China—he in for aboycott calls public criticism—including escalated further only actions airline’s the Muñoz defending Oscar CEO memo from internal an When backlash. amassive in resulting went viral, quickly teeth, missing abroken and nose with bloodied man the left which altercation, room for the Videoemployees. of make to out flight sold- on the seats up their give to ordered were other passengers several he and after plane aUnited forcibly removed from was doctor 9, a69-year-old April On for ages. the disaster publicity a with in swooped Airlines United week, for another crown NCIS - Malesandfemales18-44 - Incomeover$100K - Interests:tr face/bodycare,colleges anduniversities diabetes treatment. diabetes TOP STORY income (over $100K). ages 18-44, andhigher more toward males, Crime showsskewed physics - Interests: - Incomelessthan$50K 18-24and55+ - Malesandfemales Theor The BigBang (CBS) avel, y TV (CBS) Upfront , humor

, lower income (less searchers (18-34), and toward females,younger Reality shows skewed social media-inspired media-inspired social #pinkdrink to menu. to #pinkdrink MOOD BOARD MOOD Starbucks adds Bachelor in Pa - F and45-64 - Income$100-150K - Interests: news,restaur Black-ish - F - Incomelessthan$50K - Interests: careandcollege emales 25-34 emales 18-34 radise audience (45 and up), mid toward female, an older shows indexed significantl Home improvement TV TV , celebrit , face/body (ABC) ants (ABC) y The Week in Emojis Flip orFlop - F - Income$50-150K - Interests:celebrit news,restaur homefurnishings THE WEEK IN MEDIA AND MARKETING AND MEDIA IN WEEK THE emales 45+ y GM to become most valuable valuable most become to GM Conan O’Brien - Males18-44 - Income$50-150K - Interests:spor colleges,TV to higher income 18-44 years oldand mid skewed towardmales Late nightshows briefly overtakes briefly overtakes Tesla ants and (HG y U.S. automaker.U.S. TV (TBS) ) ts, Snapchat in Australia. in Snapchat tests recruiting via via recruiting tests United Airlines Airlines United McDonald’s McDonald’s By Tuesday By lost nearly $1 billion in market market in morning, value.

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AMC NETWORKS More than 60 actors dined with buyers, including The Walking Dead’s Norman Reedus.

TELEVISION year as ad sales chief, Collins was ready “to do something bigger,” he said. “I wanted to reach out to a wider swath of people in the ad community, ‘I wanted to because not everyone was able AT UPFRONTS, to go to the dinner. But even more reach out to a importantly, it was the right moment for us to come together as AMC wider swath Networks.” His group, too, will save BIGGER IS its biggest upfront push for post- of people event meetings with agencies. Meanwhile, Discovery Comm- in the ad BETTER AGAIN unications has no plans to follow suit and bring back its own annual upfront community.’ AFTER MOVING AWAY After taking last year off, he moved event. Its new upfront approach Scott Collins, president of his presentation to mid-March. “We of bringing its top execs to agency advertising sales, AMC Networks FROM BIG ANNUAL rethought it and said, doing a big brand meetings tailored for their clients “is PRESENTATIONS, event early, it gives it more time to effi cient for us, but importantly, it’s SOME COMPANIES ARE seep in and [the ad sales team more effi cient for the agencies and clients. time to] actually activate off it,” said We want to be respectful of their time, provides broader exposure to our REVERSING COURSE. Olsen. “We like this time frame.” and for them to be able to attend all employees throughout the agency. BY JASON LYNCH But Olsen admits that by sitting these events is asking a lot,” said Often when there is one bigger out last year, A+E lost the thread on Ben Price, who is overseeing his fi rst presentation, the invite list is much its brand messaging. So that theme upfront as Discovery’s new ad sales more restricted,” said Marianne was front and center during this year’s chief. “I’m really happy with it; that’s Gambelli, chief investment offi cer event, which provided the company because the feedback we’ve gotten at Horizon Media. However, she Over the past couple years, several with a big platform to announce the has been really positive.” allows that signifi cant moves—like media companies have scrapped relaunch of its Biography franchise. That’s because buyers generally AMC Networks assembling its their lavish annual upfront events, “Everyone is talking about audience, fi nd the smaller, agency-specifi c entire portfolio—could justify the opting for more intimate, and far less but the only way to get great audience upfront meetings more valuable. occasional larger upfront event: “If expensive, dinners and meetings is through great shows and great “Smaller events allow for an the messaging changes, and there’s with individual agencies. Discovery brands, so let’s focus on them,” said experience that is more personalized a bigger story, then that bigger forum Communications, AMC Networks and Olsen, whose team is now conducting and customized to our business, and would make sense.” A+E Networks—joined this year by more targeted, data-heavy upfront Viacom (for more on that company’s discussions with buyers. upfront strategy, go to page 14)— AMC Networks also wanted to decided that when it came to splashy put its shows, rather than new data upfront spectacles, less was more. initiatives, in the upfront spotlight, But now, some of them are having as it brought its fi ve networks second thoughts, with both AMC and together for the fi rst time during A+E reversing course and reinstituting its April 6 event. “To sit there and their upfront productions. Peter wax poetic about data isn’t the best Olsen, evp of national ad sales for use of anyone’s time,” said Scott A+E NETWORKS A+E Networks, said the company’s Collins, president of advertising sales Singer-rapper Lizzo performed for the annual fête—held in late April or early for AMC Networks. The company upfront audience. May—had gotten lost in the crush had held agency dinners for two

AMC: CAROLINE MJ DORN; A+E: GETTY IMAGES FOR A+E of NewFronts and upfront events. consecutive upfronts, but in his fi rst ADWEEK | APRIL 17, 2017 5 TRENDING

BRANDING Why Media Brands Are Advertising PUBLICATIONS explained Peter Weingard, WNYC’s CMO. “With free expression under ARE PUSHING THE attack, the press, including WNYC, IMPORTANCE OF is reasserting our mandate to report JOURNALISM—AND fearlessly and accurately.” In March, WNYC released its latest SUBSCRIPTIONS. ad campaign, from its creative agency BY KRISTINA MONLLOS Eyeball, which included lines like “Fake news is nothing new, but it’s still fake,” and “Tweets are not the whole story.” The Atlantic Actor Michael K. The proliferation of “fake news”— The effort is “purposely provocative, Williams stars in the be that the insult lobbed at journalists playful in tone and meant to attract brand campaign and publications that President attention to get people to listen in,” from W+K. Donald Trump and his administration noted Weingard. The latest ads, which detest or the websites peddling false were placed on Metro North and released a short fi lm, Am I Typecast, read, “Vanity Fair: ‘The way down, big information across the web to make subway cars, bus shelters and even a starring actor Michael K. Williams that trouble, dead!’ magazine that Trump Times Square billboard, told consumers a quick buck—has brought about a has garnered over 10.5 million views. doesn’t want you to read,” via paid to “Wake up to Morning Edition for wave of advertising from news media “The goal of the campaign wasn’t social on Facebook and Instagram. fact-based, independent journalism.” organizations looking to underscore necessarily to drive subscriptions That day, the magazine sold 13,000 Listeners for WNYC’s combined AM/FM the value of responsible journalism. or to advocate for the importance subscriptions, and since then, has and digital streams are up 28 percent Earlier this month, Gannett of journalism,” said Sam Rosen, sold a total 94,000 subscriptions became the latest publisher to release year to date, according to Weingard. vp of brand and consumer growth off of the Trump posts, according to a campaign touting its publications’ For some media brands, like The for The Atlantic. “This was about Hogan. “It’s not my favorite way to efforts and showing how they had Atlantic, a branding campaign has us communicating The Atlantic as sell subscriptions—being attacked by impacted the communities they cover. been in the works for quite some a brand … as opposed to a plea or the president of the United States, or “Media has gotten a lot of attention time. Nearly three years ago, the appeal to support journalism. That president-elect at that time—but it in the political cycle that we had in 160-year-old publication tapped said, obviously we do feel this is a turned into a success for us,” he said. 2016,” said Gannett CMO Andy Yost. “It’s Pereira & O’Dell to come up with a particularly important moment for The New York Times has also dealt important for media organizations like brand strategy, and early last year journalism and that The Atlantic is with its fair share of Trump tweets, but ours to showcase the great work we’re began working with Wieden + Kennedy particularly suited for this moment.” its branding effort from Droga5, which doing and the importance of journalism.” in New York on its “Question Your For others, like Vanity Fair, it was focuses on the importance of the truth, Gannett’s campaign, which highlights Answers” campaign. In February, it about realizing how to use the fact wasn’t a direct reaction to Trump. “The the work of local papers like The that the president of the United States reason we did this was because we’re Tennessean or the Milwaukee Journal was tweeting falsehoods about the becoming a consumer subscription Sentinel, was created by its in-house publication to draw positive attention business and we need to explain our marketing team and will be running to the brand. After a negative review of value to a large audience,” explained across Gannett’s digital network (the ‘It’s not my Trump Grill was posted on the site in USA Today Network has 110 million December, President Trump tweeted David Rubin, svp and head of brand, unique visitors per month) and print favorite that Vanity Fair was “Way down, big New York Times. The 30-second spot properties (the company has in excess trouble, dead!” and that editor Graydon that aired during the Academy Awards of 3 million print subscribers). way to sell Carter had “no talent, will be out!” has been viewed more than 20 million Gannett certainly isn’t alone: In Soon after those assertions—which times online, according to Rubin, recent months media brands like The subscriptions— Vanity Fair digital director Mike Hogan who declined to provide subscription Atlantic, Vanity Fair, The New York called “totally unfounded”—were results from the campaign. Times and WNYC have released their being attacked made, the publication found that “Astute news brands are embracing own advertising campaigns. people had begun rallying around the their historical missions, clearly “We’re in an environment where by [Trump]— brand on social media. That’s when the defi ning their purpose and placing it the press has been under attack and is but it turned editorial team decided to fl ip Trump’s front and center,” noted Nancy Hansell, reasserting the values that we provide language on its head, tweeting “Vanity strategy director at brand consultancy people—the ability to hold power to into a success Fair: big success, way up, alive!” After Siegel+Gale. “Long-held institutions account, that a free people require a seeing the success of that tweet, focused on objectivity and free press free press, and that civil discourse is for us.’ Mike Hogan, which garnered over 2,000 retweets, are under attack and cannot rely on critical to a functioning democracy,” digital director, Vanity Fair the team decided to run ads that their rich legacy and reputation alone.” 6 APRIL 17, 2017 | ADWEEK Boldly go where addressable has never gone before.

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THE CHALLENGE With a creative assist from agency of record Cutwater, Brawny had already refreshed the brand’s image in 2015 with its “Stay Giant” campaign, MOPPING UP which de-emphasized the Gender diversity has paid off maleness of the mascot—by for Brawny, which soaked up obscuring his face—in favor plenty of attention from the of a gender-neutral message last two years of creative work. After 43 years of personal empowerment. In on the wrapper, 2016, the brand took things Brawny Man further with “Strength Has No got the boot. Gender.” Timed to International Women’s Day, the initiative showcased four high-achieving women in TV spots and social media platforms, dressing Lady in Red all of them in the signature TOTAL EARNED red fl annel shirt. This year, IMPRESSIONS HOW A LONG-OVERDUE PACKAGE UPDATE LANDED as women’s history month FOR ‘STRENGTH approached, Brawny saw an HAS NO GENDER’: BRAWNY ON ELLEN’S SHOW. BY ROBERT KLARA opportunity to advance its messaging another step. 159m Barrel-chested hunks have long been Pacifi c’s vp of marketing activation Laura the workhorses of the branding realm. Knebusch. A woman on the wrapper THE OPPORTUNITY Some—Mr. Clean, the Marlboro Man— “became a way to put an exclamation Despite the “Strength Has were born on the drawing boards of point on the program,” she said. No Gender” campaign having 76m postwar Madison Avenue. But as recently “This year we wanted women to see introduced the concept of as 2010, with “The Man Your Man Could themselves as strong and resilient, and casting women in place of the Smell Like,” Old Spice proved that pecs one way to do that was to show them on Brawny Man, the mascot had and biceps never quite go out of fashion. the packaging.” remained on the packaging. That is, until they do. Heads turned While designers created a female Putting a woman on the 2016 2017 in March when the Brawny paper towel mascot in keeping with the familiar wrapper, said Knebusch, brand sent its resident hunk packing character traits (she’d wear a red “was really going to make a for the fi rst time in 43 years—and put a lumberjack shirt, but also sport red statement about how strongly TOTAL SOCIAL woman on the wrapper. lipstick), Knebusch’s team made a list of we believed in this idea.” MEDIA IMPRESSIONS Then, in a fi llip worthy of marketing “key infl uencers” to target. DeGeneres There’s something about the FOR ‘STRENGTH HAS NO GENDER’: textbooks, Brawny one-upped was among them. With little hope of physicality of the packaging, itself by putting Ellen punching through—“this wasn’t she added, that shows DeGeneres there—and a paid integration,” Knebusch consumers that a brand 215m getting the pack of paper stressed—Brawny sent a has committed. Knebusch towels on her TV show. pack of paper towels to the said it was “inspirational to It had been a long popular NBC show, including our core consumer … to see time coming. The Brawny a one-off gift: a custom themselves on the package.” Man had stood front and pack of paper towels with center on the package since DeGeneres’ likeness on it. EXECUTION 1974. The reason for his long It was anyone’s guess what On the eight-pack roll, CMA tenure was that, through various would happen next, but the host Design created a fi rst-time haircut and wardrobe adjustments, a (whose Facebook following stands at Brawny woman. To keep 28m hunky guy had always been a metaphor nearly 27 million) responded by pulling the brand’s long-standing for brand performance: He was strong, out the limited-edition packaging in aesthetic in place, she 2016 2017 durable and dependable, just like you’d front of cameras on March 13, using it appeared in the customary want your paper towels to be. as a counterpoint to a segment on the red-and-black buffalo-check It’s anyone’s guess why it took advertising industry’s less-than-stellar shirt and in the hands-on-hips so long for everyone to realize that a portrayal of women over the decades. pose that consumers were Total sales woman could also be all of these things. But the bigger coup came the following used to. And while the new increase: up to Last year’s “Strength Has No Gender” day, when DeGeneres showed off the mascot’s face was shown campaign fi nally cast women in place of paper towel package with her face on it. only below the temples, this the Brawny Man—but only in the media, In short, it was a twofer—on a show was clearly a woman—in not on the packaging. So when 2017 with over 3 million daily viewers, and fi gure, and down to the red 50% at select retailers. dawned, it was obvious what the next for a modest outlay. “We were very lipstick. The eye-popping marketing step should be. pleasantly surprised,” Knebusch said. package—sold throughout “This was the fi rst time a woman’s “We were able to the drive the message women’s history month—was been on the pack,” related Georgia- further than we expected.” available only at Walmart. PHOTOS: COURTESY OF BRANWY

8 APRIL 17, 2017 | ADWEEK TRENDING

Siglufjördur TRAVEL LOCAL FLAVOR Promote Iceland’s quirky “Ask Guðmundur” and Iceland AKUREYRI Keeping Academy campaigns, starring friendly Icelanders, encourage travelers to visit off-the-beaten path destinations and explore local history, culture and food. Iceland Hot Borgarnes RING VATNAJÖKULL ROAD HOW MARKETERS ARE MAKING GLACIER Reykjavik Höfn SURE ICELAND’S TOURISM BOOM DOESN’T GO BUST. HVANNADALSHNJÚKUR BY CHRISTINE BIRKNER 6952 FT ICELAND’S HIGHEST PEAK REYKJANES PENINSULA

EYJAFJALLAJÖKULL f your Instagram feed is giving you the impression that all of your friends 2.3 are going to Iceland, you’re prob- MILLION ably not wrong. Global travelers are VISITORS fl ocking to see its Northern Lights, waterfalls and other natural wonders in ever-increasing numbers: from 490,000 in I2010 to 1.8 million in 2016, with 2.3 million EVERYBODY IN Iceland’s tourism visitors expected this year, according to the boom also Icelandic Tourist Board. has fostered “People view Iceland as a digital detox, a economic growth place to get away from the stresses of city life and reconnect with nature, and that’s really 490k been infl uencing the growth,” said Fergal 2010 2017 McGivney, travel analyst at Mintel. The new challenge for marketers is ensur- ing that Iceland doesn’t become a victim of its own success. To manage the infl ux of tourists, Guðmunda (one of the most popular names “Nature is the biggest reason people Iceland’s tourism minister has proposed a in Iceland), each from a di erent region of come to Iceland, but we’re also seeing more tourist tax and adding more direct fl ights to Iceland, acted as “human search engines,” an- interest in history and culture,” Gudjonsson Akureyri, the country’s second largest city, to swering travelers’ questions on social media explained. “Travelers want to interact with divert tra c away from the capital Reykjavik and in quirky video tutorials. locals, so this gives them a better understand- in the south. “It was about inspiring people to visit dif- ing of Iceland’s way of life.” “Growth has been so rapid in the last fi ve ferent regions of Iceland,” said Dadi Gud- Fifty-two percent of overnight stays in years that it’s di cult to keep up,” explained jonsson, manager at Promote Iceland. “The Iceland in 2015 were during summer, com- Hjalti Thorarinsson, project manager at Visit year after [the campaign ran], we saw a huge pared to 22 percent during winter, so driving North Iceland. “Iceland has never been a more winter tourism is another top goal. Visit cheap destination, so you can add taxes, but North Iceland focuses on promoting winter you don’t want things to get too expensive. activities like skiing, sledding and snowmo- And if everybody didn’t land in the same city, biling, enlisting Instagram infl uencers to post it would help us better distribute the fl ow of photos that go viral. tourists and accommodate more people.” ‘People view Iceland “That content is the best publicity—people Iceland’s national and regional tourism as a digital detox.’ can actually see how unique the landscape boards have also created marketing cam- Fergal McGivney, travel analyst, Mintel is,” Thorarinsson said. “Nature is the No. 1 paigns to promote lesser known regions and reason why people travel to Iceland. It kind of cultural experiences. promotes itself.” “There are parts of Iceland where you growth in regions outside of the south and With more budget airlines like WOW won’t run into anyone,” said Visit Reykjanes southwest” which typically get more tourist o ering fl ights to Iceland from the U.S. and manager Thuridur Aradottir Braun. Reyk- tra c, he said. Canada, as well as stopovers in Iceland for janes, the southern peninsula that’s home to This year, Promote Iceland launched Ice- European travelers headed to North America, the Blue Lagoon, relies primarily on social land Academy, a video series hosted by locals Mintel’s McGivney expects Iceland’s tourism media to promote its natural attractions. “It’s that teaches tourists how to navigate unique growth to continue. about building up less-known sites to relieve experiences (with primers like “How to Avoid “It’s hard to know if there will be a tourism the pressure from other sites,” Braun added. Hot Tub Awkwardness” and “How to Eat Like bust,” he said. “It depends on geopolitical and In 2015, national board Promote Iceland an Icelander”), history (“A Beginner’s Guide economic factors, which are pretty hard to : CARLOS MONTEIRO CARLOS : launched “Ask Guðmundur,” a campaign in to Icelandic Sagas”) and obscure destinations predict. However, it doesn’t look like tourism

MAP which seven locals named Guðmundur or (“How to Travel Further in Iceland”). to Iceland will slow anytime soon.” ADWEEK | APRIL 17, 2017 9 V O I C E

the corporate ladder, and I’m now still have laws that make it possible GumGum’s president and COO, where to use a person’s sexual orientation I have the great pleasure of leading a as grounds for dismissal. That’s why thriving company. it was so important for Tim Cook I share this story not because to publish his essay in Bloomberg of my personal success, but rather Businessweek in 2014. And Cook is a because I could not have succeeded great example of the larger point. As in this way in a company that was Cook put it, “I’ve had the good fortune not committed to LGBT equality. to work at a company that loves That’s why I have mixed feelings creativity and innovation and knows it about the 2016 edition of the Human can only fl ourish when you embrace Rights Campaign Foundation’s people’s differences. Not everyone Corporate Equality Index (CEI), which is so lucky.” Imagine the enormous set a new record for the number of loss to Apple if Cook had not felt businesses that earned a top score comfortable at the company and had of 100 percent in equality. While it left to work somewhere else. is remarkable that the CEI set a new But Tim Cook is only one person. record for truly inclusive companies, The next generation of LGBT that record-breaking number is only employees deserves corporate role 366—366 companies in all of America models not just at Apple, but also at that were found to be fully inclusive. every other major company. It’s for While it’s a start, it’s also a reminder this reason that I’m currently involved of how far we have to go. in a program that sends executives in This isn’t to deny the real the LGBT community to high schools progress that has been made. Quite to discuss career options for LGBT a few corporate executives spoke students. And it’s for this reason that out against bills designed to legalize every corporation that wants to rise discrimination in Indiana and Arizona, to the top should be getting in front and they were rightfully applauded of LGBT groups at colleges and high for their bravery and leadership. But, schools across the country. as I hope my own story indicates, If corporate America can corporate executives should focus reach the LGBT community and on LGBT inclusion and equality not demonstrate genuine support, it will only because it’s the right thing to do. have a huge impact on business and They should also do so because it’s equality all at once. It’s great that good for their businesses. there are now 366 fully inclusive and OPINION The best and brightest LGBT equal companies in America—but millennials will have their choice there are many thousands more to go. of jobs, and they will choose the companies where they feel they can Why LGBT Equality truly be themselves—companies where all employees can happily put a family photo on their desks, regardless of their sexual orientation. Is Good for Brands And when these LGBT employees arrive at their new jobs, they will BY EMBRACING A FULLY DIVERSE WORKPLACE, make their new companies stronger COMPANIES BENEFIT FROM EMPOWERED AND not only directly through their work, but also indirectly through ENGAGED EMPLOYEES. BY PHIL SCHRAEDER the creation of a more diverse and creative workforce. The benefi ts to companies that reach out to the LGBT community The teenage years are rarely easy, because I thought it would be won’t end there. Whether they’re and that’s especially true for those the most accepting environment. members of the LGBT community of us in the lesbian, gay, bisexual and However, even in that industry, which or not, millennials want to work for transgender (LGBT) community. is known to be more LGBT-friendly socially responsible companies. When I was growing up in the than most, it was a struggle to fi nd When a corporation institutes new Midwest, I had a passion for business. a job where I could be entirely open nondiscrimination protections or However, there were very few LGBT about my life without any fear of updates its benefi ts and diversity role models I could look up to in discrimination. practices to be more inclusive, it corporate America. I knew that when When I did eventually fi nd a job sends a powerful signal to an entire Specs I started my own career, I wanted to that made me feel truly comfortable, generation that the company cares Claim to fame Phil Schraeder, fi nd a job where I could be the same at in-image advertising pioneer about doing what’s right. In many the president and COO at person at work that I was at home; GumGum, my world opened and cases, that signal can be more GumGum, also happens to be the yet, I wasn’t sure if such a job existed. everything changed. The more powerful for recruiting than even the computer vision company’s chief Finding that job took a lot of relaxed I felt about my LGBT identity promise of big paychecks. culture offi cer. perseverance. After graduating from in the offi ce, the happier I felt in Change, of course, will only come Base Los Angeles college, I moved to Los Angeles and general and the better I performed at when more of us speak out about the Twitter @GumGum started my career in entertainment work. I found myself quickly climbing need for it. To this day, many states FINE ALEX HEADSHOT: IMAGES; MATTJEACOCK/GETTY ILLUSTRATION:

10 APRIL 17, 2017 | ADWEEK DATA POINTS Look Who’s Watching BREAKING DOWN THE AUDIENCES OF SOME OF TV’S BIGGEST SHOWS. BY EMMA BAZILIAN

While digital campaigns can be targeted to consumers with uber-specific interests, television advertising, in comparison, can sometimes feel like a shot in the dark. Sure, we know that an ad that runs during The Bachelor will reach a largely female audience, but what if a brand wants to reach millennial women with a passion for skin care and plenty of disposable income? To help brands fine-tune their TV targeting, audience measurement and marketing company Quantcast pulled search data on the demographics of people searching for specific TV shows. “[It’s] a valuable insight for brands and content creators to use for identifying and engaging with new and sometimes unexpected audiences,” said Jag Duggal, svp, product management at Quantcast. This type of data could also be helpful for shows looking for more viewers. “If there is a discrepancy between audience search demographics and who is actually watching these shows,” Duggal explained, “it could indicate that there is an audience that is ripe for engagement but has not yet converted into viewers.” The Big Bang Theory (CBS) Black-ish (ABC) - Males and females, - Females, 18-34 18-24 and 55+ - Income: less than $50k - Income: less than $50k - Interests: TV, face/body - Interests: TV, humor, care, college physics

Flip or Flop (HGTV) (NBC) This Is Us - Females, 45+ - Females, 18-34 - Income: $50-150k - Income: over $100k - Interests: celebrity - Interests: TV, news, restaurants, face/body care, travel home furnishings

Empire (Fox) Conan - Females, 18-34 O’Brien (TBS) - Income: less than $50k - Males, 18-44 - Interests: shopping, TV, - Income: $50-150k face/body care - Interests: sports, colleges, TV

NCIS (CBS) Bachelor in Paradise (ABC) - Males and females, 18-44 - Income: over $100k - Females, 25-34 - Interests: travel, and 45-64 face/body care, colleges - Income: $100-150k - Interests: TV, celebrity news, restaurants

Dramas primarily Comedies indexed Crime shows skewed Reality shows skewed Home improvement Late-night shows skewed toward females, toward 18-34 year olds more toward males, toward females, younger shows indexed significantly skewed toward males and most over-indexed and searchers with ages 18-44, and higher searchers (18-34) and toward female, an older 18-44 years old and mid with 18-34 year olds. lower incomes (less income (over $100k). lower income (less audience (45 and up), mid to higher income than $50k). than $50k). to higher income (over (over $50k). $50k) and Caucasians.

Methodology: Quantcast U.S. data, 3/5/2017 – 4/6/2017, sample of 13,000 searchers, index compared to an average U.S. online user. INFOGRAPHIC: CARLOS MONTEIRO CARLOS INFOGRAPHIC:

SOURCE: QUANTCAST ADWEEK | APRIL 17, 2017 11 FACETIME

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RISING BRAND STARS OF ATLANTA BY EMMA BAZILIAN 1 Several honorees at Adweek’s Atlanta City Spotlight Rising Brand Stars event (from left): Jessica Stafford, Cox Automotive Media Group; Lain Shakespeare, MailChimp; Brian Miesieski, SweetWater Brewing; Matthew Lehosit, Cartoon Network; Brynn Bardacke, Coca-Cola; Tiffany Baehman, Cricket Wireless; Nicholas Bianchi, AT&T and Cricket Wireless; Tucker Berta Sarkisian, SweetWater Brewing. 2 Rising Brand Star Julieta McCurry of Delta Air Lines and Adweek.com managing editor David Griner. 3 A group of attendees pose in front of the graffi ti wall at Huge’s Atlanta offi ce, where the event was held. 4 Huge’s global executive experience director Derek Fridman with his wife Emily. 5 From left, Felix DiFilippo, publisher and CRO, Car and Driver and Road & Track; former GM chief Bob Lutz; race car legend Mario Andretti; and Kim Wolfkill, EIC, Road & Track. 6 From left, NBC News stars Megyn Kelly, Savannah Guthrie and Lester Holt. To be considered for this page, please email photos to [email protected]. PHOTOS: 1-4: DAN HOLLISTER; 5: SEAN SIME; 6. TODD WILLIAMSON/GETTY IMAGES FOR THE HOLLYWOOD REPORTER

12 APRIL 17, 2017 | ADWEEK ENTRIES OPEN APRIL 24TH MEDIA PLAN OF THE YEAR

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ENTER AT MEDIAPLANOFTHEYEAR.COM COVER FEATURE

AFTER RESUSCITATING VH1, LIVE FROM NEW YORK, CHRIS MCCARTHY IS READY TO SAVE ANOTHER VIACOM BRAND. BY JASON LYNCH

After getting the MTV job last fall, McCarthy IT’S MTV quickly formulated his vision for the network: of MTV as well, becoming the third network bring back the teens and women who had fled chief in 13 months tasked with trying to re- by shifting the focus from scripted shows hen he first started work- vive the iconic, adrift brand, which had been back to unscripted, coming-of-age themed ing at Viacom in 2004, hemorrhaging viewers for years. series, and most importantly, reestablish the Chris McCarthy har- When MTV launched in 1981, it would be- brand’s live bona fides. bored what he considered come the defining network for several genera- His new shows don’t start airing until a shameful secret: his tions (see timeline). But since Jersey Shore next month, but McCarthy’s early scheduling educational background. ended in 2012, the brand has lost its way, moves and content tweaks are already yield- Then a freelance director leading many to wonder if it could ever be rel- ing dividends: 18-34 demo ratings jumped 10 of marketing for mtvU, evant again. Not McCarthy. “This is a once- percent from February to March, and in the MTV’s online network for in-a-lifetime opportunity,” he says. “It is the first quarter of 2017, MTV was a top 5 cable college students, he kept youth culture brand, and the opportunity to entertainment network in the demo. quiet about the fact that reinvent it is like no other.” Yet again, McCarthy’s once-secret busi- he had received his MBA If anyone knows how to breathe new life ness and engineering background appears to at the University of Pennsylvania’s Wharton into a dormant Viacom music brand, it’s Mc- be paying off. “He has this unique ability to business school, after studying commerce Carthy—based on his track record. In three use his left and right brain at exactly the same Wand engineering at Drexel University. years, he took MTV2 from 21st to fifth in the time, and see things many of us don’t. He can “I was maybe the fifth MBA to get a job male 12-24 demo, while under his watch Logo look at something in front of him—whether here, and I purposely did not talk about it, be- saw 10 consecutive quarters of year-over-year it’s creative or an immense amount of data— cause at the time, it was so not a cool thing to growth in adults 18-49. More recently, he led and within seconds, know how to break that do,” says McCarthy. But actions speak louder VH1 to seven consecutive quarters of year- down,” says Amy Doyle, gm for MTV, VH1 and than words, and his hush-hush, unconven- over-year total day growth in the channel’s Logo. “Usually you’re great at one thing or the tional background for a TV exec soon became key adults 18-49 demo; last year was the net- other, and he is somehow masterful at both.” his secret weapon: “I always took the projects work’s highest rated since 2010. Throughout his Viacom career, McCarthy that nobody wanted. In my mind, every prob- Now Viacom, which is back on its feet again has applied that skill to revive the company’s lem is fixable. It’s just how you get there, and after a tumultuous 2016 (see sidebar), is look- networks, one by one. At MTV2, “we didn’t do you believe you can actually solve it?” ing to McCarthy to save one of its most prized have a lot of resources or staff, and I had to fig- Over the past 13 years, McCarthy’s me- assets. In the past five years, the audience in ure out what the audience wanted,” he recalls. thodical, Moneyball-like approach to reju- MTV’s 18-34 demo has fallen almost 50 per- “At the time, everybody thought males were venating Viacom’s networks has proven that cent, according to Nielsen, while MTV’s esti- leaving TV and nobody wanted to program he is peerless when it comes to fixing seem- mated ad revenue plummeted 24 percent—to toward them. And we did the reverse.” ingly unsalvageable problems. First there $619.8 million in 2016 from $817.5 million in He makes fixes on the fly, which is “a was MTV2, where he became gm in 2009, 2012—according to SNL Kagan. little bit like driving while changing the followed by Logo, which he took over in 2013. But the brand’s dog days are finally over, wheels. But that allows us to evolve every That led to VH1 in July 2015, where he was believes Robert Bakish, who was named day. There’s no playbook to any of this. It’s named gm, and promoted to president of VH1 president and CEO of Viacom last Decem- constantly being curious, and seeing how and Logo less than a year later. Finally, last ber, and praises McCarthy’s “progression the audience responds,” McCarthy says. October, McCarthy was given his most gran- of success. He knows how to build a loyal As part of that approach, he experimented

diose challenge yet: he was named president audience, and he’s very analytical.” at the start of the year with programming re- OPPOSITE PAGE: MCCARTHY: CHRIS LOUPOS; MTV LIVE: GETTY IMAGES 14 APRIL 17, 2017 | ADWEEK PHOTO: FIRST LASTNAME says Chris McCarthy. McCarthy. Chris says fixable,” is problem every mind, my “In MUSIC MAN engineeering background to revive many of the company’s networks. company’s the of many McCarthy used his business and and business his used McCarthy Potluck DinnerPotluck Party MIRACLE WORKER MIRACLE ratings 18 percent last year, its year, its last percent 18 ratings 34 ratings jumped 10 percent percent 10 jumped ratings 34 RuPaul’s Drag Race MTV’s live programming, 18- programming, live MTV’s As he prepares to bring back back bring to prepares he As Martha & Snoop’s &Snoop’s Martha like Hits 10 straight quarters of year- of quarters straight 10 over-year growth inover-year 18-49. growth most since watched 2010. increased the 12-24 demo 12-24 demo the increased ranking from 21st to fifth. to 21st from ranking Everyone said young men from February to March. to February from were fleeing TV,he but fleeing were Amplifying shows like like shows Amplifying VIACOM’S VIACOM’S MTV2 LOGO MTV VH1 yielded yielded boosted

COVER FEATURE runs of Friends on MTV from 6-8 p.m. each shows, including the live programs, set to de- are created internally. “We’re not waiting for night, which immediately spiked ratings but this summer. Among them will be revivals someone to come in and pitch it to us,” he says. among teens and younger viewers. A simi- of former MTV hits My Super Sweet 16 (re- “Part of it is the engineer in me. You’ve got to lar hunch inspired him to transform MTV’s turning in mid-May) and game show Parental get your hands dirty, and build it yourself.” comedy clip show, Ridiculousness, into a live, Control (coming in July), as well as the NBC Under the old approach, he notes, VH1 two-hour block on Fridays in January, just a reality competition Fear Factor (set for May would launch as many as 20 new series a year, week after he first pitched the idea to host and 30). There’s also Siesta Key (an unscripted “and we’d be lucky if one or two would stick.” executive producer Rob Dyrdek. The move series, launching July 19, in the vein of The But in his two years running the network, he’s doubled the show’s teen audience, while its Hills about a group of kids in an elite Florida gone six for six, with hits like scripted series 18-34 ratings jumped 50 percent. The Breaks and the return of America’s Next Ridiculousness’ ratings bump gave Mc- Top Model. He’ll put that streak on the line Carthy the confidence to move forward with with VH1’s new upfront slate, which includes his most ambitious plan to reshape the net- REVIVAL OF THE FITTEST the soapy Daytime Divas (based on former work: making live programming the center- MTV’S NEW SLATE BRINGS View host Star Jones’ novel, Satan’s Sisters, piece of MTV, restoring the brand to its TRL about a daytime talk show) and ’90s House (Total Request Live) heyday. “That ability to BACK SEVERAL PAST HITS (super-connected millennials recreate ’90s be live, in culture—not responding to it but culture in a home without any modern ameni- driving it—is where we belong,” he argues. ties like Wi-Fi or smartphones). So he’s launching a daily live show—tenta- McCarthy’s near-instant success in turn- tively titled MTV Live and scheduled to debut ing around VH1 over the past two years came on June 12—which will feature a mixture of as his MTV predecessor, Sean Atkins (who music and other elements, and be broadcast out replaced longtime head Stephen Friedman of the network’s iconic Times Square studio. in September 2015), was failing to gain trac- McCarthy has doubled the studio’s size, creat- tion with his own revamp. So last October, ing a “versatile” space which can be partitioned McCarthy was tapped by Doug Herzog—then- for a scaled-down digital or social broadcast president of Viacom’s Music and Entertain- in between larger linear shows. Ultimately, he ment Group, who departed in December—to plans to broadcast three or four hours live from work his magic again, this time at MTV. Bakish the studio each day. didn’t take over as interim CEO until a month Next month, McCarthy is revitalizing the later, and was named permanent CEO in De- MTV Movie Awards, adding categories for cember, but says he was looped in on the move television, which is such a massive part of its and “wholeheartedly endorsed” it. audience’s content diet, and renaming it the That’s because other than McCarthy him- MTV Movie & TV Awards. “Every piece is an self, no one else at Viacom has a better grasp of opportunity to reinvent,” says McCarthy, who how MTV lost its way than Bakish does. Five removed the gender delineations from catego- years ago, as the exec was running Viacom In- ries, and tweaked others (the Best Fight cat- ternational Media Networks, he watched with egory is now Best Fight Against the System). dismay as the U.S. brand shifted into scripted He’s also building out an onsite festival expe- programming, even though the company’s rience the day of the May 7 ceremony, which enclave who return home for the summer af- research indicated that “nobody” wanted could become a weeklong event next year. ter spending their freshman year in college) that from MTV. Bakish, who knew it was the The ad side of the business expects a positive and Promposal (which showcases the trend “wrong approach,” took a different course on marketplace response to the move to live con- of high schoolers going to elaborate lengths to the international side, leaning instead into tent. “MTV had owned that space, and is now go- ask one another to the prom, scheduled to be- reality and music programming. His hunch ing to reclaim it again,” says Sean Moran, head of gin in mid-May). “That’s the thing we’ve been was right: MTV’s international networks have sales, Viacom. “We’ve had tremendous interest great at: taking those nascent passion points seen consistent share growth over the past five from the studios and numerous category groups and exploding them,” McCarthy says. years, while scripted misfires like Eye Candy, who would love to get involved in that.” At VH1, new hits Hip Hop Squares evolved Finding Carter and Underemployed drove During Viacom’s upfront dinners with from his audience’s untapped love for game teens and females away from MTV domesti- agencies, which kick off this week (see side- shows, while Martha & Snoop’s Potluck Dinner cally. Given the brand’s global expansion, “this bar), McCarthy will be sharing elements of Party came out of his interest in developing a whole notion that MTV is not relevant any- his first MTV slate, with roughly a dozen new “culture clash” food series. Both series also il- more is categorically wrong,” says Bakish. lustrate a key element of McCarthy’s approach In February, the CEO reiterated his sup- to developing programming: the best solutions port for MTV by including it among his lineup of six Viacom “flagship networks”—those with global revenue potential in linear TV, digital,

TIMELINE CAN MTV REACH THESE HEIGHTS AGAIN?

1981 1984 1993 1998 2009 MTV’s VMAs Beavis and Total Jersey launch THE AWARDS Butt-head Request Shore VIDEO KILLED CEREMONY PEOPLE Live S N O O K I A N D THE RADIO REMAINS LOVED—OR C O M P A N Y MTV’S MOST- T H E V I D E O STAR—AND LOATHED—THE COUNTDOWN G AV E M T V CHANGED TV WATCHED ANIMATED, ITS HIGHEST SHOW EACH DOMINATED F O R E V E R . DUMB DUO. TIMES SQUARE. S E R I E S YEAR. RATINGS EVER. 16 off-channel and theatrical—in his new strate- gy for Viacom. (While McCarthy’s VH1 didn’t make the flagship cut, Bakish emphasizes that “it is a tremendously important Viacom brand. It just doesn’t fit the flagship definition.”) THIS UPFRONT, VIACOM BOUNCES Buyers agree with Bakish’s optimistic view of MTV, and are eager to see McCarthy engi- neer yet another network turnaround. “He did a great job with VH1, understanding who BACK—AND SCALES DOWN the audience is and bringing to them what they were looking for. I truly believe he will To call Viacom’s 2016 upfront “chaotic” would be an understatement. With the have success with MTV,” says Carrie Drink- future of the company very much in doubt (founder Sumner Redstone and then- water, svp, group director of investment acti- CEO Philippe Dauman were publicly battling over the firm’s future, and Viacom was vation, Mediahub, who is most excited about widely expected to merge again with CBS), last year’s upfront approach for Viacom his plans on the music side. “I don’t think any- was less about grabbing every available ad dollar one has done a great job of marrying millen- and more about simply riding out the storm. What nials and music on TV. To have that consistent a difference a year makes: with its future now set as an independent company, Robert Bakish go-to for that generation would be fantastic.” installed as permanent CEO and president, and In his first months at MTV, McCarthy— Sean Moran tapped to succeed Jeff Lucas as the who spends three days a week at his MTV of- company’s ad sales chief, the firm has a fresh fice in Viacom’s Times Square headquarters, attitude and a new upfront approach to match. BAKISH and two days in his VH1/Logo office across Says Moran, “There is a renewed energy that I the street—has worked with the staff to im- haven’t seen here in many, many years.” part his new vision for the network. “He talks Moran had initially planned to condense most about how, because we’re a living, breathing of last year’s five upfront spectacles into a single, brand unlike any other, we need to build our- grand event. But after consulting with buyers, who selves up, and then be ready to break ourselves asked for an approach that was “more tailored to apart and get ready for the next generation,” us,” he opted instead to hold a series of intimate says Jacqueline Parkes, evp, marketing and dinners with agencies—featuring the network creative for MTV, VH1 and Logo. At the same presidents and Bakish himself—beginning this MORAN time, McCarthy overhauled MTV’s leader- week and continuing for the next three weeks. ship “to fundamentally change the creative During those upfront gatherings, the execs process,” he says, installing five new execs, all will spotlight Viacom’s new strategy, focusing on of whom he brought over from VH1. the company’s “flagship six” networks with global While unscripted programming is key to revenue potential: BET, Comedy Central, MTV, Nickelodeon, Nick Jr. and Paramount, connecting with MTV’s core viewers—a gen- which will be rebranded from Spike next year and become a general interest network eration that lives their entire lives on social like USA and TNT. “That reaches a broad demo, with a younger skew than most general entertainment brands—an average age of 40—and it’s going to be investing in media for all to see—McCarthy says he isn’t premium content,” says Moran. “It’s very exciting.” completely abandoning the scripted genre. On the data side, Moran will be talking to buyers “Scripted is still going to be important, but it about purchasing more inventory via the company’s needs to be uniquely us,” like Teen Wolf and Viacom Vantage data platform, in tandem with Awkward, says McCarthy. “If you can see it ‘THERE IS A OpenAP, the new audience targeting platform to anywhere else, we shouldn’t be doing it.” And simplify the process for agencies that he spent the MTV News, which was fortified under Atkins, RENEWED past year creating with his counterparts at Turner remains “incredibly important” and will be a ENERGY THAT I and Fox Networks Group. “It really does benefit the regular component of MTV Live. clients and fans who are watching if we deliver more Despite all that McCarthy has accomplished HAVEN’T SEEN advertising to the right people at the right time,” says in just a few months at MTV, he’s worried at HERE IN MANY, Moran. “We think that this is the future for a large times whether he is up to such a Herculean MANY YEARS.’ majority of our industry.” And Viacom, in particular, task. Around Christmas last year, “I woke up, stands to gain from the shift toward audience thinking to myself, ‘Oh God, what did I sign up SEAN MORAN, targeting. “Because people are targeting audiences for?’” he recalls. But after taking a walk to clear AD SALES CHIEF and because we trade in the most youthful, valuable his head, he realized he was grappling with the audiences, it feels really good to us about how this is very same panic that seized him a few months going to propel our business forward,” says Moran. into running MTV2, and later VH1. “There’s a Bakish says he was eager to take an active role moment where there’s a cloud, and you have to in his first upfront, both to demonstrate his support for the company and its new push through that. We have, and we’re already strategy (his presence “shows in a very visual way how important I think the whole process is”) and to build relationships with agencies (because he’s been running seeing the momentum,” he says. Viacom International Media Networks for the past decade, he’s less familiar with Now he’s hoping that advertisers, and the U.S. clients). And while the dinners aren’t yet underway, he already has high hopes network’s audience, will embrace his new for this year’s upfront haul: “The supply is tight, and the digital alternatives, there is vision for MTV as his biggest swings start increasing noise for very good reasons on some of their delivery,” Bakish says. “I think rolling out next month. “We’re just at the that portends a strong upfront for Viacom and the industry at large.” —J.L. beginning of a really exciting time,” he says. “Now that we have that foundation to build

BAKISH: BLOOMBERG VIA GETTY IMAGES; MORAN: VIACOM on, the possibilities are endless.” ADWEEK | APRIL 17, 2017 17 MARKETERS AND AGENCIES ARE PUSHING BACK ON THE DIGITAL DUOPOLY OF FACEBOOK AND GOOGLE AFTER METRICS AND BRAND-SAFETY SNAFUS. HERE’S HOW. BY LAUREN JOHNSON FEATURE

iat Chrysler Automobiles, a $1 billion U.S. of data that underpin its eMarketer-estimated $28.5 billion advertiser, is fed up with playing by Facebook’s U.S. search business this year. rules. As a result, the carmaker concocted its own Chiefly, the measurement concerns hinge on watchdog set of measurement standards that combine video Media Rating Council’s three-year-old viewability standard, views with a layer of additional stats, prodded which charges advertisers when 50 percent of a display ad by what it sees as a lack of comparability for is in view for one second—two seconds for video spots. The Facebook to other media it buys. metric has become the de facto way publishers transact “We’ve come to the conclusion that we need to standardize digital media, but platforms like Facebook and Google’s our own view of the metrics,” explains Amy McNeil, head of YouTube are notoriously reluctant to give out too much data to digital media at FCA U.S. “We are collaborating with [our advertisers for fear of, some industry players allege, losing a media agency] Universal McCann on the addition of time competitive advantage and advertising dollars. spent as an engagement qualifier, along with delivering Today, marketers are demanding more. “There is a lack of on demo and in-view.” Such work piecing together custom confidence in whether or not my digital media is performing metrics puts “a value on that platform, their reach, how for my business KPIs,” explains Jeff Liang, chief digital officer successful we were in video completion,” she adds. “When we at Assembly. “I think these two companies want to keep it can prove out that it looks like any other buy that we’re doing, closed as long as possible for their own benefit, and that’s that’s when we increase our [budget]. Until we can get that what’s making things really tough.” third-party validation, our spend levels are what they are.” While both Facebook and YouTube do employ third-party That can’t be good news for Facebook—or Google, which is measurement firms, including Moat, Integral Ad Science facing similar pushback from marketers. Here’s why FCA and and DoubleVerify to track viewability, neither company has other marketers are so frustrated with this veritable duopoly. undergone a full-blown audit by the MRC to be accredited as a The two behemoths are poised to gobble up a staggering 60.4 platform, a process that requires a thorough vetting to examine percent—or roughly $50.1 billion—of this year’s $83 billion U.S. the ins and outs of how data is collected and reported. digital advertising market, with the remaining 39.6 percent “It’s sort of a basic building block,” notes Joe Barone, split among all other publishers and platforms, per eMarketer. GroupM’s managing partner of digital advertising operations. Moreover, a report from trade group Digital Content Next “We need to be able to measure whether or not it was seen, so claims that 90 percent of the growth in digital spend between that we can measure and value everything else about it.” 2015 and 2016 went to one or the other. Viewability is undoubtedly a buzzy topic, but it’s only the Despite their collective clout—or maybe because of— tip of the iceberg of advertisers’ qualms with the tech giants. Facebook and Google’s walled gardens limit the amount In a series of interviews with more than 20 companies for this of data and analytics that advertisers can access to track story, marketers cited different variations of broader gripes the performance of their campaigns, specifically when it with the platforms’ reach, frequency and attribution data as comes to comparing ads to other digital platforms. More well as lingering concerns about brand safety in light of major and more brands are taking a harder stance on the walled marketers recently pulling YouTube ads that ran alongside gardens that Facebook and Google have built around their objectionable content. metrics. Procter & Gamble—the U.S.’ largest advertiser at $2.4 billion last year, per Kantar—has pledged to cut spend PLANTING THE SEEDS if the platforms don’t clean up their measurement act by Tensions between the two sides reached a boiling point in the end of this year. “Adopt the minimum [Media Rating September when Facebook revealed it had been reporting Council’s] standard and stop peddling your own version—it inflated video metrics to agencies that tracked the average only creates confusion,” P&G CMO Marc Pritchard recently amount of time people spent watching clips—although it told attendees at the 4A’s Transformation Conference in Los was quick to note the mistake did not affect billing. Since Angeles, taking a direct jab at Facebook and Google. “Then then, Facebook has disclosed a handful of other errors while we can focus on the hard work of analyzing effectiveness rolling out new measurement tools. The revelations caused and making investment choices,” he said, according to a a slew of marketers, including card-carrying members of the transcript of his presentation. Association of National Advertisers, to ask for both Google and Facebook to pull aside the curtains of secrecy that veiled THE ROOT OF THE PROBLEM their ad business to give marketers a complete look at how As the two giants of digital, advertisers have long leaned on their campaigns perform. Facebook and Google to make sense of their campaign data “What we hear from our members is that they can’t and relay back what’s working and what isn’t. But as more integrate the media with other media to create a more holistic money moves from traditional media to digital, a growing plan because they can’t transport data,” says Bill Duggan, number of marketers are beginning to question what exactly group evp at the ANA. that data entails and are pushing for unified metrics that align In February, both companies agreed to undergo audits with all other digital media. from the MRC to become accredited for third-party “They are a duopoly that has the market power to act like viewability measurement this year, which the MRC says are a monopolist,” notes Matt Mothner, CEO of Wpromote. “The on track to begin during the second quarter. fact is, advertising on these platforms is so important that it There are some potential twists in measuring walled overcomes any shortcoming or lack of comfort that we have.” gardens like Facebook and Google, though. While auditors When asked if Facebook—which attracted nearly $27 (also called CPA firms) are required to analyze all parts of a billion in ad revenue in 2016—takes measurement seriously, business’ technology, they also have to work a bit around each conventional wisdom among digital agency execs is that CEO company’s proprietary code to keep it safe from fraudsters Mark Zuckerberg would rather concentrate on getting drones and other perpetrators. in the sky to distribute Facebook’s signal globally than focus “Everything is fair game as part of the audit if it contributes on nitty-gritty measurement issues closer to the ground. to what we’re auditing,” says David Gunzerath, svp and associate And when it comes to Google, some agency execs would director at the MRC. “That said, we recognize the importance of rather avoid that fight, given the Mountain View, Calif.-based these companies’ ability to maintain confidentiality around the digital giant’s control over search advertising and the troves proprietary nature of certain techniques, so something like a

ILLUSTRATION: EBOY ADWEEK | APRIL 17, 2017 19

FEATURE digital measurement company’s filtration techniques viewed. Facebook cites research from Fors Marsh … if that information gets in the public domain, the Group to back up its claim: People exposed to mobile bad guys will know how to work around it, and that’s Google and Facebook promos for as little as .25 seconds reported an bad for everybody.” increase in ad recall. will make up 60.4% Later this year, Facebook plans to roll out three OPENING UP GOOGLE options for buying video ads. One option will use (or $50.1 billion) the MRC’s definition requiring that 50 percent of As if the data and metrics troubles aren’t confusing an ad is in view for two seconds while a stricter enough, Facebook and Google approach them differently. of this year’s version allows brands to only pay for videos that are Keeping track of Google’s measurement work is $83 billion in watched for up to 10 seconds. Finally, in response particularly tricky because of its enormous breadth to lingering concerns from brands about paying for of advertising across search, display and video. U.S. digital spend. autoplay videos that are watched without sound, While not officially accredited, YouTube says its marketers can choose to only fork over payment for stats prove that the MRC’s definition works. clips in which sound was turned on. “There’s data behind it, and it shows that After Facebook acquired ad-tech platform Atlas it increases value when you’re in the cycle of from Microsoft in 2013, Atlas remained accredited awareness or purchase intent,” explains Google’s with the MRC until last year when the company Babak Pahlavan, senior director of product started shutting the ad server down to focus on management, analytics solutions and measurement. measurement. And while the upcoming viewability “One of the good things about it is that it covers audit is set to happen, currently Facebook and both viewability and audibility—what we’re seeing Instagram are not MRC accredited. in particular [with] brand advertisers [is that] their According to Brad Smallwood, Facebook’s vp campaigns are both viewable and audible.” of measurement and insight, viewability is only one According to Pahlavan, campaigns that take measurement factor that brands should focus on. viewability and audibility into account for measurement Stats like time spent, the size of the ad, sound and perform 2.9 times better than campaigns that only use the percentage of the screen that an ad was seen in one of the criteria. YouTube reports that 93 percent are also vital measurement tools he promotes. of its inventory meets the MRC’s definition of being “The important part of this is giving marketers viewable while 95 percent is deemed audible. The remaining enough information so that they can tie [it] to the Excluding the current pending audit, Google ultimate business outcome that they have, whether has collected 30 MRC accreditations since 2006, 39.6% will be split that be recall, awareness, online sales, in-store including its ad-serving platform DoubleClick and sales,” Smallwood says. “You’ve got to make sure that AdWords, which powers search ads. Within video, up among all other the metrics are accurate in order to make sure that mobile and desktop clips that run in Google’s publishers and they’re tying to their ultimate business outcomes.” DoubleClick Campaign Manager are accredited and To that end, the team formerly working on Atlas meet the MRC’s standards, pointing to how complex media owners. is now involved in a new initiative called advanced and granular digital measurement is. SOURCE: EMARKETER measurement that brands can use to track reach “Depending on the scope, I think [it takes and attribution across Facebook, Instagram and anywhere] from six to nine months, sometimes Atlas’ publisher sites. 12 months to get one metric accredited—it’s not That said, as with Google Analytics 360, something that we started doing a few months ago,” the problem is those stats are provided by Pahlavan says. “In order to get accredited, there is a Facebook—a fact that leaves some marketers very diligent process, which means that you have to wary (especially in light of the recent video metrics have staffing in place in terms of analytics, engineers revelations). It’s also unclear how granular the and product people to go through it—it takes quite an data will be in comparing Facebook to Google, amount of investments from outside to do this.” Twitter, Snapchat or more importantly, television, Still, marketers say that Google sits on troves of where big brands typically spend the most. The data—particularly within search—it’s not giving them white-hot pursuit of cord-cutters also factors access to. For example, Google can help hotel brands into digital companies’ renewed obsession with fine-tune the search terms they buy ads against, but performance stats—there’s a mountain of ad they aren’t privy to the full extent of Google’s data dollars at stake that could instead go to Twitter, on how people search for travel information. Google Snapchat, Pinterest and other challengers. has a program called Google Analytics 360 to help “I almost feel like if the smaller players in the big brands pull together some of that information— market could work together to create a more open but it’s only available to Google’s biggest enterprise consumer data access model, they might be able to clients (such as L’Oréal). Brands have to be willing to challenge the dominance of Facebook and Google,” trust Google to manage the data. suggests Treasure Data CMO Kiyoto Tamura. “You can find ways for Google to share that with you, Brandon Rhoten, Wendy’s vp and head of if you start to use their premium products,” explains 90% of the growth advertising, media, digital and social media, notes Baylen Springer, vp of marketing analytics at R2C that he and his team don’t even bother trying to Group. “That’s really interesting to us, but it requires in digital spend use Google and Facebook’s dashboards, instead some additional investment to get that ability.” To him, relying heavily on measurement player Nielsen investment in measurement shouldn’t cost extra, given between 2015 to extract insights across all media to decide how much information Google has at its fingertips. and 2016 went to where to buy ads. Referring to how Facebook either Facebook measures all its properties (including Instagram MEASURING FACEBOOK and Messenger) with similar metrics, Rhoten asks: Facebook’s definition is a bit murkier because of or Google. “If one company that has all the same leadership how people scroll through newsfeeds. By default, SOURCE: DIGITAL CONTENT NEXT can’t figure out [how] to truthfully treat their marketers are charged the second that an ad metrics in a way that makes sense, how the hell appears in a newsfeed, regardless of how long it is are you going to compare Facebook and YouTube? 20 APRIL 17, 2017 | ADWEEK FEATURE

And then, how are you going to compare that with People’s director of performance Paul Vikan. “You and policies for years, says Assembly exec Liang. television? That’s a big ask … It is complicated cut it up as many ways as you possibly can [for “We should know based on those types of and everyone has a different opinion.” targeting purposes] so that when you export that lessons that we cannot actually trust any sellers data, you [own] it. But we’re never going to see who are creating their own metrics,” Liang says. DIGGING INTO THE PLATFORMS very specific data on specific targeting in massive Since November, Facebook has admitted to campaigns if you don’t set it up that way.” additional errors with its fast-loading, mobile- Yes, it is complicated. And ad-tech firms are minded Instant Articles, organic daily reach on its getting wise to the needs marketers have. Kochava, Nanigans and Adobe are each working to give SAFETY CHECK advertisers a bit more data about their Facebook Ownership and portability of insights from Google campaigns, such as examining how creative and Facebook isn’t the only issue that’s come to a head impacts attribution, according to one source. recently. There’s brand safety, which became a major “What we’re finding more and more are the concern when dozens of big-name brands including ‘I think these two tools we’re going to be using to help us measure AT&T and Johnson & Johnson immediately froze the success in a platform are not within the YouTube budgets after published reports pointed out companies want platform at all—we’re using the [platforms’] incidents of ads running alongside racist and terrorist data, but we’re not using it in the format that videos, often the result of Google’s automated ad- to keep it closed as they provide,” Rhoten says. “As more brands are targeting software. All told, investment firm Nomura becoming channel-agnostic, we need those third Instinet estimates that the brouhaha could cost long as possible for parties because they can aggregate the data and Google $750 million in lost ad revenue. actually pull it all together.” “Brand safety and programmatic isn’t really a new their own benefit, Lou Paskalis, svp of enterprise media planning, topic,” explains Andrew Casale, president and CEO investment and measurement executive at Bank of at Index Exchange. “Perhaps because of all the other and that’s what’s America Merrill Lynch, explains the measurement amplified issues—fake news, the election, Breitbart— woes another way. When he runs a campaign it just feels like the perfect storm has occurred.” making things targeting adventure travelers, Facebook and “Brand safety can trump performance,” Google’s sophisticated targeting tools can zero in Wpromote’s Mothner adds. “We are having really tough.’ on prospects who identify as adventure travelers. more serious conversations about that Jeff Liang, chief digital officer, Assembly But he’s not able to take those insights to possibly than we are on slight misreporting on retarget folks with another campaign on, say, the measurement side—it’s the real deal.” Condé Nast Traveler’s website. One major ad agency exec who spoke “Every platform is nuanced, and the rules are on the condition of anonymity suggested changing frequently, but at the end of the day those that YouTube’s fiasco is another way that pages and additional video errors, all of which has insights are generally not portable,” says Paskalis. brands are seeking to gain leverage over led some marketers to approach the social giant “The reality is that the advertising model is moving the platforms. “Calling YouTube or Facebook with a larger measure of caution. toward a CRM-like model where we’re actually unsafe is unfair because the numbers don’t prove that “I had my monthly email to the agency orchestrating experiences on paid and in owned to be true,” the exec says. “If something is unsafe, it of, ‘Facebook measurement challenges,’ and would mean that it’s an 80/20 split, with 80 percent [updated] to Volume 2, Volume 3 pretty much good, 20 percent bad [content]—it’s [actually closer every month in the fall,” notes Ali Plonchak, to] 99.9/.01. Most people are not searching for ISIS, managing director of digital strategy and they’re searching for cat videos and the vast majority integration at CrossMedia. “After seeing a pattern, of people are getting a message in an environment it was one of the things that started to also alert that they’re comfortable with.” ‘At this point, clients that Google and Facebook cannot be Still, it’s an issue that’s grabbing the attention measuring themselves all the time.” of CEOs and execs that are putting pressure on I think they The pattern of frequently disclosing inaccurate Google to clean up its platforms before they invest metrics on a one-off basis is also worrisome more money. “I think it’s definitely a reaction to the [Facebook] to marketers. “At this point, I think they need market, and I don’t know if Google was prepared to pause and think about how they report for the very loud and angry reaction they got from need to pause performance,” says Rachel Allen, vp and group advertisers and agencies,” says Mitch Weinstein, svp media director at MullenLowe Mediahub, which and director of ad operations at IPG Mediabrands. and think about handles media buying for JetBlue. YouTube has since updated the policies Indeed, Wendy’s Rhoten argues that part of the for creators that participate in its ad-partner how they report problem is Facebook’s rapid rollout of products, programs, requiring channels to amass 10,000 which have particularly leaned on autoplay videos lifetime views before clips can make money. performance.’ that play as people scroll through newsfeeds and Measurement firms Integral Ad Science, Rachel Allen, vp, group media director, inflate numbers around how many people watch DoubleVerify and comScore will also begin MullenLowe Mediahub a clip. (Expect even more developments at its F8 vetting videos to steer advertisers away from conference this week.) “It’s a bit of a challenge to questionable content. deliver metrics against all those new products, “If these verification companies build that into and they probably have a more complicated their reporting where they can tell us violations environments from the same central logic—if I product to report on than Google does,” he about ads running adjacent to really bad content, can’t get signal from those two platforms, I’m being says. “Facebook is primarily concerned with that’s something that will be really important for us denied a fairly big amount of signal that’s going to the experience of its users, and the secondary and we’ll utilize on a regular basis,” Weinstein adds. handicap me in creating more relevant experiences.” component is an advertising platform.” The lack of data is causing media agencies like WANING TRUST Or, as Jason Kint, CEO of Digital Content Next, New York-based Noble People to get creative and puts it: “The bigger uncertainty is what do we not go around the platforms when setting up targeting Meanwhile, the drip, drip, drip of measurement really know? What hasn’t been posted?” parameters. “The way that you get around those corrections from Facebook since last fall irks What we do know is Facebook and Google stand things is to be very tricky with how you set up marketers who feel like they’ve been dragged along to lose a lot more money if they don’t show enough campaigns—that gets very tedious,” says Noble by the platform’s constantly changing algorithms change in the eyes of marketers. ADWEEK | APRIL 17, 2017 21 SHE RUNS IT SPECIAL ADVERTISING SECTION CHANGING

THEn today’s world of disruption, new businessGAME growth is powered by the visionaries, inventors and game changers. Each year, She Runs It (formerly Advertising Women of New York) honors the true catalysts of innovation with the Changing the Game Awards. These are the women who are making bold moves and reinventing the rules of marketing. They’re transforming brands, remaking organizations and developing new approaches to business.For 2017, 18 women will be saluted at a special She Runs It luncheon at Gotham Hall in New York on April 19. Learn more about—and be inspired by—their groundbreaking achievements over the following pages. HEAD SHOT ILLUSTRATIONS: FURTADO HEAD GUILHERME KIMMEL; ICON: SHOT JOEL

C1 APRIL 17, 2017 | ADWEEK QUANTUM LEAP Changing the way an organization is aligned to proactively meet new challenges.

Barri Friedman Rafferty Partner and President KETCHUM

Barri Rafferty believes that her own success can be measured by how many others she’s helped succeed and thrive in their careers. She’s been a strong Danielle J. Devine Eileen Kiernan leader at Ketchum, encouraging Global Leader, Enterprise Global President an entrepreneurial mindset Strategy & Communication J3 that has led to the creation of JOHNSON & JOHNSON new offerings in sports and Taking the reins of J3, UM’s dedicated Johnson & Johnson media unit, entertainment, digital and When Danielle Devine joined in 2015, Eileen Kiernan faced challenges few industry executives would social media, and multicultural Johnson & Johnson’s corporate want to take on. Seven months earlier, J&J had taken its $1 billion communications. But she also communications team in 2011, NA buying account to another agency, and J3 was facing account makes time to mentor others and the company was in need of a new reviews in just about every other global market. She had to make her is committed to helping women way to tell its story. Its image was mark quickly, and shifted the agency’s focus to an analytic planning become strong leaders in the PR suffering from product recalls, approach, integrating data specialists into the core media team. industry and beyond. Rafferty and the company’s reactive By the end of the year, Kiernan had achieved what many thought was has not only made changes in her communications strategy did little impossible. Without a review, she brought the NA buying account own organization, but she has to bolster its reputation. Devine back to J3, making the case that a two-agency model was not an also been a leader of Omnicom’s needed to create a new culture that ideal setup for J&J. Not only that, but she led a sweep of every other OmniWomen, serving as a catalyst viewed proactive storytelling as J&J market up for grabs, adding 55 new markets and retaining 22, to increase the number of women critical to the company’s success. scoring an additional $1.6 billion in business. leaders throughout the network. She and her team created a proprietary tool to analyze which stakeholders, platforms and programs have the most impact Becca Weigman on reputation, and then used those CEO insights to realign marcom. She TM ADVERTISING launched a state-of-the art content lab, hiring experienced journalists Dallas-based TM was hurting when Becca Weigman took it over and producers to unlock J&J’s in 2010. Its cornerstone American Airlines account was in decent stories. This is crucial in today’s shape, but everything else at the agency was foundering. It had environment. “We communicate lost key clients like Nationwide, Subaru and EDS. The outlook was with an audience that is more bleak and morale had sunk. So Weigman had to hit the ground informed, more connected, more running to make a success out of the mess. “They didn’t have a sophisticated and more cynical than new business department and hadn’t pitched for years. They didn’t ever before,” she says. “We have to have branding,” she recalls. “I basically had to start a whole new communicate in authentic, human agency on the side of American Airlines.” The first step: Create terms, often times about issues a cultural shift, not only for business development, but also to that are complex or difficult.” The turn TM into a place where people love to work. New offices, result: J&J’s reputation ranking new leadership and a new attitude have led to new business with has jumped, even garnering the brands like Universal Orlando, Discover, the March of Dimes and top spot on Barron’s World’s Most Community Coffee. Weigman sums it up simply: “Happy people do Respected Companies list in 2016. great work.” ADWEEK | APRIL 17, 2017 C2 SHE RUNS IT SPECIAL ADVERTISING SECTION

BRAINWAVE Changing the Ashley McCollum way a brand General Manager or product TASTY (BUZZFEED) is marketed. If you were tempted to make slow cooker chicken fajitas for dinner last night and a churro ice cream bowl for dessert—all because you saw this video on Facebook that made it all look easy and fun—then you have Ashley McCollum to thank. She’s GM of Tasty, Buzzfeed’s breakthrough food network, whose sharable videos have changed the way people cook. Tasty’s secret sauce is its laser-like focus on creating short, fast-motion videos that are optimized for Facebook’s autoplay feature. That’s why a 45-second guide to making a cheese-stuffed pizza pretzel can have over 114 million views and 2 million-plus shares. Tasty has been a roaring success for viewers and brands alike— consider that its Butterfinger Blondie recipe drove more Google searches than the candy brand’s big game ad, and that Oster’s Jalapeno Popper Burger Recipe led to its 7-Minute Grill selling out almost immediately on Amazon and Target. And it has spawned a number of other Buzzfeed franchises like Nifty (for DIY) and Goodful (for balanced living), also under McCollum’s leadership. For McCollum, Tasty is much more than just a gimmick or format. “Tasty is ultimately a combination of talented people, sophisticated publishing systems, an incredibly powerful brand, a solid business and some of the strongest intellectual property ever built through a pure digital platform,” she says. ICON: SIMON CHILD SIMON ICON:

Some women take on a leading role and a supporting role.

Congratulations to our President, Barri Rafferty, on winning the She Runs It Changing the Game Quantum Leap Award for her work to mentor and promote women’s leadership in business. Michal Shapira SVP, News Content Partnerships TURNER IGNITE

Launching Courageous, Turner’s first-ever branded content studio, Michal Shapira has made a big impact on the network’s brand partnerships despite being a senior leader there for just over two years. Turner has brought its expertise in video storytelling to the world of brand journalism, working with over 50 advertisers last year to create innovative content solutions. These ranged from a VR film giving a behind-the-scenes look at Norfolk Southern to bringing together leading minds in science, technology, ethics and cyborg activism for a conference supported by video game maker Square Enix. Shapira knows the studio’s output has to meet high user expectations. “Although the studio sits on the ad sales side of the business, we’ve hired Murrow and Emmy award- winning journalists to staff it, so that we can create CNN-caliber work,” she says. “Our team knows how to get to the heart of the story.” Other content partnerships from Shapira and her team have broken new ground in consumer engagement. Last year, Turner and CA Technologies partnered on the CNN Politics App, providing data-driven information about the election—it not only carried the software maker’s brand but also integrated their solutions. And with the current heightened interest in news and politics, brands want to be part of the cultural conversation, says Shapira. “”Marketers want to align with our editorial content like never before.”

Congratulations on your Changing the Game Award, Catherine!

Our love for you is like a black hole…

…always pulling closer, never letting go*

*We know you will try to disprove this theory so we don’t seem too attached, but we’d rather you just take the compliment if that’s OK with you. SHE RUNS IT SPECIAL ADVERTISING SECTION

Amanda Rubin Managing Director and Global Co-Head of Brand and Content Strategy GOLDMAN SACHS It’s not always easy trying to explain what an investment bank does, but Amanda Rubin has been telling the Goldman Sachs story to the general public in a way they can understand. She and her team have taken a multi- prong approach, blending social media, infographics and advertising. Goldman’s robust social presence has included being the first financial brand to leverage Snapchat’s “Campus Stories” ad placement, and 30-second spots on Spotify were used for millennial recruiting. Innovative infographics have formed the core of a content marketing strategy using outlets like The New York Times to place native ads explaining how capital markets work, how millennials are coming of age, and where the auto industry is heading. Lauren Crampsie Becky Frankiewicz Global CMO SVP & General Manager OGILVY QUAKER FOODS NORTH AMERICA There’s got to be pressure being the Becky Frankiewicz wants you talking chief brand champion of a company about oatmeal. Since taking on the responsible for other people’s brands. top role at PepsiCo’s Quaker Foods Lauren Crampsie has helped lead North America in 2014, she’s brought the successful transformation of a refreshed sense of clarity about Ogilvy & Mather into a modern, what the brand stands for. She started high-quality marketer. Under her by looking back—exploring what the watch, the agency’s new business brand has meant for the past 100 pitch process was reimagined, and years—and its association with purity, brands like Lenovo, Mondelez Green authenticity and wholesomeness & Black and Nationwide have joined proved to be the anchor for its the roster in the last year alone. She refreshed identity. And then they implemented O&M’s first-ever global- built the conversation. Frankiewicz level marketing plan three years and her team launched gluten- ago and it has been one of the most free oatmeal. They pushed out on talked-about and honored networks, Facebook and Pinterest with new claiming Agency Network of the Year recipes. The brand’s “Bring Your Best at Cannes, World’s Most Effective Bowl” promotion for the next oatmeal Agency Network at the 2016 EFFIEs, flavor got over half a million entries. and 2016 Global Agency of the It’s the way to keep a legacy brand Year honors from Adweek. B:9.375” contemporary. T:9” S:8.0833”

Thought leader, problem solver, ©Johnson & Johnson Services, Inc. 2017 storyteller.

Johnson & Johnson is proud to recognize Danielle Devine’s achievements in helping to make the world a healthier place. Congratulations on being named a She Runs It© 2017 Changing the Game Awards Quantum Leap Winner.

Danielle Devine– Global Leader of Enterprise Strategy & Communication at Johnson & Johnson SHE RUNS IT SPECIAL ADVERTISING SECTION

PARADIGM SHIFT Changing the way a customer segment or target audience is approached.

PAULITA DAVID Formerly Head of Multicultural GOOGLE

Multicultural is on the map at Google, thanks in large part to Paulita David. After joining the multicultural team in 2015, LAURA MOLEN SHREYA KUSHARI she changed how the company EVP, Lifestyle & HIspanic SVP, Search Marketing, Paid Social & Performance Media, addresses this market. One of Advertising Sales Group NY/ATL Media Capability Lead the biggest shifts was adding to NBCUNIVERSAL DIGITASLBI Google’s multicultural charter— when David began in the role, What’s the real value of the An expert in digital marketing and planning, Shreya Kushari has the team had only a U.S. Hispanic connection consumers have with transformed how DigitasLBi approaches the seemingly unfashionable focus, so she got support from brands? For last year’s upfronts, practice of search marketing. Aware that there is enormous value in executive leadership to include NBCUniversal’s Lifestyle group— search data, she has implemented a futuristic approach that leverages other segments including African which includes Bravo, E!, Esquire, those insights to plan, buy and predict digital content responsiveness American, Asian American and Oxygen and Sprout—wanted to —after all, a person’s search behavior says a lot about their purchasing LGBT. She also doubled the size quantify the chemistry between habits. By being first-to-market with a comprehensive search planning of the multicultural team in 18 viewers, the networks and the process with a performance media guarantee, the agency has been months. And it was not simply brands that advertise there. So able to create highly targeted digital content and strategy for clients. advocacy—she rolled out a global Laura Molen, EVP of advertising More importantly, clients have seen results from tying search marketing sales initiative that enabled clients sales, and her team showed them to their digital acquisition strategies, often reducing their costs while to receive translation support on the love, in the form of a unique increasing their sales. Kushari is also an avid mentor and supporter of Google platforms, overcoming study called LoveQuotient, which women in advertising. She was a senior leader behind Women@Digitas, a major barrier to multicultural uses an algorithm similar to one the agency initiative to attract, develop and retain the best female talent. digital activation. used by online dating sites to measure viewer attraction to brands. The result? They were able to prove that their audience MARIAN SALZMAN of engaged, social consumers CEO, Havas PR North America provided retailers with an ROI of HAVAS WORLDWIDE $15 for every dollar spent on the networks, vastly outperforming a Marian Salzman wrote the book on the changing face of PR. dozen competitive cable channels. Literally. “Agile PR, Expert Messaging in a Hyper-Connected, Moreover, viewers were more Always-On World” came out at the beginning of this year. In it, engaged with the content, more she looks at how agencies need to transform their strategies and engaged with advertisers’ brands cultures to be more effective and nimble. That’s how she’s run and more likely to share and Havas PR since 2009. Consider just a couple of the trends she’s recommend the brands they saw recently backed up with action. Believing that “localism” is crucial, on the network. That methodology Havas PR opened offices in Phoenix and Providence, R.I., spurring proved so effective that it is now seven figures worth of incremental revenue by entering markets being rolled out for NBCUniversal’s where there wasn’t massive competition. Having done thoughtful Hispanic networks, which became work on climate change, Salzman launched Havas PR’s climate part of Molen’s sales portfolio last practice group to offer strategic consulting, communications advice year. “We know that marketers and campaign mobilization on this very important issue. It has led want to see facts,” she says, to impactful work for WWF’s Earth Hour, Bloomberg Philanthropies

“and that’s what we’re providing.” and, most meaningfully, the United Nations Foundation. ANBILERU ADALERU ICON: C7 APRIL 17, 2017 | ADWEEK CHANGING THE GAME AWARDS

CONGRATULATIONS TO

DANIELLE DEVINE EILEEN KIERNAN Global Leader, Enterprise Global President, Strategy & Communication, J3 Johnson & Johnson FOR ALWAYS BEING INNOVATIVE FEARLESS REINVENTIVE SHE RUNS IT SPECIAL ADVERTISING SECTION

NO APOLOGIES Creating whole new ARIA FINGER business models, CEO & President industries, or DOSOMETHING.ORG AND TMI STRATEGY marketplace opportunities. Fresh out of college, Aria Finger took an entry-level job at a small startup with the grand ambition to change the way young people give back to their communities. Eleven years later, that organization—DoSomething. org—is the embodiment of the value today’s youth places doing good. With more than 5.5 million members in 131 countries, DoSomething.org activates young people to take action on a wide range of causes from global warming to homelessness to discrimination to police brutality and much more. And Finger, who has risen through its ranks to become CEO, has shown that brand, scale and impact will go a long way to fighting for justice. Finger is also responsible for the launch of TMI, DoSomething.org’s in-house agency that helps blue-chip clients keep a finger on the pulse of the movements, platforms and influencers that make meaningful connections with young people. TMI is pretty much a first-of-its-kind strategy group for a non-profit, using insights derived from the data it has about young people and the causes they support. Brands like Microsoft, J&J, Feeding America, the Malala Fund and ESPN use the data to reach young people and create social impact. Moreover, DoSomething.org now has a fast-growing revenue stream to ensure it can help its members create change around important social causes. ICON: BASTIENICON: DELMARE

CONSIDER THE GAME CHANGED!

CONGRATULATIONS to our Worldwide CMO Lauren Crampsie

on winning the

She Runs It Changing the Game: Brainwave Award and to all the 2017 honorees CATHERINE WILLIAMS Chief Data Scientist APPNEXUS There’s been a great deal of talk about “women in tech,” but maybe that’s not the conversation we should be having. Perhaps it’s time to shift the discussion to be about “leaders in tech who are women.” And Catherine Williams, as chief data scientist for ad-tech leader AppNexus, embodies that issue, not only as a tech leader who is a woman, but also as someone dedicated to building a pipeline of women to succeed in tech. With a Ph.D. in Math from University of Washington and post-doctoral work at Stanford and Columbia, Williams eschewed academia and hasn’t looked back. Today, she oversees the core logic of many of the critical algorithmic components of the AppNexus system. Not only has she transformed the company’s data science team, growing it by almost 10x, but she’s also built a team that is 48 percent female. Williams’ dedication to raising the profile of women in tech takes many forms. She’s been a leader of the AppNexus Women’s Network since it had just 10 members; today it has 125—both female and male—across the company’s international offices. She has also been an ardent champion of Girls Who Code, which has shared office space with AppNexus since its founding. Starting in 2014, she has held a “fireside career chat” with participants in the Girls Who Code summer immersion program, a model for the next generation of tech leaders.

CONGRATULATIONS, BECKY FRANKIEWICZ! We can’t wait to see what else you have cooking! SHE RUNS IT SPECIAL ADVERTISING SECTION

STEPH KOREY & JEN RUBIO Co-Founders AWAY The Internet economy is full of successful, disruptive brands that have been able to take something that people take for granted— glasses, mattresses, razors, apparel—and demonstrate how a direct-to-consumer sale can deliver a superior product at a better price. That’s the model for Away, launched by Steph Korey and Jen Rubio just two years ago, which is taking on the needs of the modern traveler. Step one: develop a carry- on bag that’s functional, sturdy, cool and actually affordable. Away was really born from necessity. Rubio had called Korey, her friend and former colleague (they worked together at Warby Parker) for advice on a replacement suitcase. Nobody Rubio had spoken to could recommend something—the options were either to buy something cheap that would break again or invest in a bag that would cost more than the vacation. They jumped on the market opportunity. Away suitcases have an impenetrable shell, USB ports that can charge devices, interior systems to maximize space and wheels that roll smoothly. It’s a formula that’s working. First year sales were over $10 million. They’ve introduced a line of checked bags. There’s now an Away store in New York’s Soho neighborhood, with holiday pop-ups in London, LA and Berlin. And Korey and Rubio have bigger ambitions: Luggage is just the first part of creating a brand that is really about making travel more seamless.

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1-844-674-8161 www.adweek.com/renewnow THALIA MAVROS Founder & CEO THE FRONT Every time you hear about a media company dedicated to telling stories “by women,” it is usually accompanied by the words “for women.” And that’s a model that Thalia Movros finds frustrating. Maybe that’s why The Front, the digital platform she’s launched to showcase cutting- edge female voices in documentary film and entertainment, goes by the tagline: “By women, for the world.” It’s a position that relates to the backstory of its name: The Front is derived from the Riot Grrl group Bikini Kill’s call for girls in its audience to not stand in the back or against the walls and come up to the front, and for the men moshing up there to make room and support equal space at the front for everyone. Mavros helped define youth media during seven years at VICE, where she was executive creative director at the time the brand moved beyond publishing and into online video and branded content. Mavros sees The Front as a way to change the narrative for content about issues such as gender equality, LGBTQ, racial equality and giving a voice to the under- represented. Speaking to millennials, the stories are in line with the audience’s values—challenging, aspirational, humorous and impactful— told in a multichannel approach. With films like New Deep South—which features the stories of queer kids in the South—The Front truly breaks conventions.

Goldman Sachs is proud to recognize Amanda Rubin Managing Director and Global Co-Head of Brand and Content Strategy

on being selected as a winner of She Runs It Changing the Game Award

We congratulate all of this year’s honorees

© 2017 Goldman Sachs. All rights reserved.

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Sew it up Starting American Giant to prove that high-quality, domestically made garments could be commercially viable again, Bayard Winthrop (1) began by contracting with U.S. cotton farmers (2) and weaving high-grade, heavyweight fl eece. American workers sew the garments by hand (3 and 4) in plants including Eagle Sportswear, which employs 200 people in North 4 Carolina. “At the end of the day,” the brand attests, “the quality of your clothes is only as good as the craftsmanship of the people who make them.”

Hoodies through history Aside from jeans, there’s no single garment as American as the hoodie. Popularized by Champion in the he way that Bayard Winthrop and sell direct to consumers online. He Depression years as tells it, the idea for the world’s also got lucky: In 2012, Slate test-drove work clothing, the best hoodie started because one of American Giant’s sweatshirts and hooded sweatshirt he was pissed o . proclaimed: “This is the Greatest Hoodie was later adopted as It was 2011 and Winthrop, a Ever Made.” practice gear by football fi nance guy from New York, had Five years on, Winthrop is still trying to players and boxers found himself running a fashion accessories keep up with “a raging fi re of orders,” as he (remember Rocky Tcompany in San Francisco. Sensitive puts it. Some colors are perennially sold out. Balboa?) before graffi ti to changing trends in retail (especially But why? Mere fad items don’t sustain artists and skateboard the resurgent interest in high-quality, Fast Facts momentum as long as American Giant has, boys embraced it as domestically made products), Winthrop so there has to be more going on here. First, a countercultural 2012 American uniform. Because the dreamed of selling the kind of sweatshirts Giant founded. by bringing an artisanal approach to an hoodie shields the face, he wore as a kid: thick cotton pullovers, made $89 Price of a ordinary garment, Winthrop has proven it has always carried in America, and built to last. “I grew up in the full-zip hoodie that innovation—not invention—sets trends. a hint of lawlessness. ’70s, at a time when my mom could buy me a 12.4 oz. Weight of He’s also demonstrated that, fast fashion be (Unabomber Ted beautiful Champion sweatshirt made the cotton fl eece damned, consumers are willing to pay for Kaczynski wore a in North Carolina,” he recalls. 4 in. Size of quality and for American-made goods. hoodie in his FBI wanted But each time Winthrop made inquiries the ribbing However, that’s true only to a point. As poster.) The hoodie’s around cuffs and about sewing hoodies in the U.S.A., he a recent AP-GfK poll discovered, while 75 defi ant image made it waistband was told it couldn’t be done anymore—not percent of consumers say they want to buy a natural fi t for hip-hop profi tably, anyway. The response struck him American-made goods, the majority still (Tupac Shakur), yet it as cowardly. America was changing the world winds up choosing whatever’s cheaper. The could also symbolize with technology being made up the street, yet recent collapse of the American Apparel racial oppression (Trayvon Martin). it couldn’t make a hoodie? “That,” Winthrop brand would appear to confi rm that fi nding. Somewhere along the said, “became a chip on my shoulder.” It also The success of American Giant, then, way, the hoodie jumped became a new brand. seems more attributable to a formula than onto other backs, its American Giant’s $89 classic full-zip to a single selling point. “Customers are baggy comfort and hoodie features 12.4-ounce heavyweight going to buy on price and fi t and quality,” all-purpose utility a fi t cotton fl eece, metal hardware, and perks Winthrop says. “If they can [fi nd] all of for tech gurus (Mark like shoulder ribbing and reinforced elbow those things and a brand that’s American Zuckerberg), for pop pads. Because “Made in U.S.A.” would be made, they can fall in love with the brand. heartthrobs (Justin a major di erentiator and a major cost, [But] if you’re not competing with price Bieber) and, of course,

OPPOSITE PAGE AND PHOTOS 1-4: COURTESY AMERICAN GIANT; ROCKY AND TUPAC: COURTESY EVERETT COLLECTION Winthrop decided to cut out the middleman and quality, it’s all over.” for the rest of us. ADWEEK | APRIL 17, 2017 35

PORTRAIT

AGENCY Specs Who Co-founders, executive creative directors Hannes JohnXHannes Ciatti (l.) and John AFTER JUST A YEAR IN BUSINESS, THESE EX-DROGA5 MAKERS McKelvey What Creative HAVE ALREADY BEEN TO THE SUPER BOWL. BY TIM NUDD agency Where New York Much like John Malkovich, the star of the Super Bowl ad they made for Squarespace, John McKelvey and Hannes Ciatti—eponymous leaders of New York startup agency JohnXHannes—are multifaceted makers. The Australia-bred ex-Droga5 pair launched their shop, which they call a “creative collective,” in early 2016. They’re committed to keeping the core team small—it’s just the two of them, plus a head of production. The structure keeps them close to the production—the actual making—of everything they do. Their sweet spot is brand partnerships with athletes, celebrities and influencers. Along with the Malkovich work (they helped launch his fashion line on Squarespace and amplified it with the Super Bowl spot), JohnXHannes has helped R/GA Hustle with Beats by Dre’s music and athlete partnerships, including a Euro 2016 ad with footballers reenacting Prodigy’s “Firestarter” video. They’ve also worked with Google in year one. “We optimistically believe that among an explosion of cheap content, a well-crafted story with high production value is only

PHOTO: NICK LAHAM NICK PHOTO: getting more valuable,” they said. Their more succinct credo: “Less talking. More making.” ADWEEK | APRIL 17, 2017 37 LOOK BACK ADWEEK James Cooper / Editorial Director

Chris Ariens / TV & Media Editor Emma Bazilian / Senior Editor, Style & Culture Raquel Beauchamp / Design & Photo Assistant Christine Birkner / Staff Writer Margo Braha / Director of Photography Michael Bürgi / Director, Editorial Partnerships R.J. Cabral / Project Manager Patrick Coffee / Senior Editor, Agencies Kevin Eck / Staff Writer Aneya Fernando / Digital Projects Editor Jameson Fleming / Associate Web Editor Charles Goetz / Social Editor Ron Goodman / Creative Director Lisa Granatstein / Editor David Griner / Digital Managing Editor Christopher Heine / Technology Editor Lauren Johnson / Staff Writer A.J. Katz / Staff Writer Yuliya Kim / Digital Production Artist Robert Klara / Senior Editor, Marketing Jason Lynch / Staff Writer Sami Main / Staff Writer Alfred Maskeroni / Director of Video Dianna McDougall / Digital Art Director Jemima Mendenhall / Manager (AHE) Kristina Monllos / Staff Writer Tim Nudd / Creative Editor Erik Oster / Staff Writer Stephanie Paterik / Digital Executive Editor Katie Richards / Staff Writer Emily Shellenberger / Art Director Marty Swant / Staff Writer John Tejada / Video Producer Erik Wander / Senior Web Editor Carol R. Wells / Group Creative Director Kelsy 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: Rory McAlister (212) 493-4101 [email protected] Jason Davis (212) 493-4297 [email protected] Daniel McNamee (212) 493-4157 [email protected] Albert Nassour (212) 493-4137 [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 Integrated Sales Planner (212) 493-4206 [email protected] Kenneth Moshensky / Account Manager (212) 493-4068 [email protected] Meghan Crown / Account Manager (917) 258-0384 [email protected]

NATIVE ADVERTISING AND CONTENT DEVELOPMENT Kolby Yarnell / VP, Native Advertising & Content Development (212) 493-4046 [email protected] Stuart Feil / Custom Publishing Director Zach Alprin / Campaign Producer Jessica Sarro / Art Director

1998 CIRCULATION Adweek.com/customer-service [email protected] (877) 496-5246 Reprints: Wright’s Media (877) 652-5295 [email protected] Will & Grace PRODUCTION John Sartoris / Corporate Director of Debra Messing and Eric McCormack take a dip while Production & Circulation (212) 493-4231 shooting an early episode of one of NBC’s “Must See [email protected] TV” series. The network is planning to revive the Cindee Weiss / Production Manager (212) 493-4233 [email protected] show as a 10-episode limited series this fall. SUBSCRIPTIONS

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