May 4, 2020 Important to Important People

Holding company gains access to £600 million via government-run coronavirus relief program By Lindsay Rittenhouse U.K. AIDS WPP p. 1

Grounded by the pandemic, brands try virtual experiences TRAVEL INDUSTRY By Adrianne Pasquarelli

ADAPTS TO SURVIVE p. 6

The race to win new business hasn’t stopped— but it’s more of an uphill climb By Lindsay Rittenhouse

BEHIND THE NEW PITCH PROCESS p. 12

How production companies are navigating shoots during social distancing By Ann-Christine Diaz

MAKING ADS AT HOME p. 16

CV01_AA_20200504.indd 1 5/1/20 6:40 PM BE CORONAVIRUS SMART HOW TO PROTECT YOUR FAMILY

FAMILY REMINDERS Place notes like these to 1 help your family stay safe.

DID YOU Wash Your Hands? Take 20 seconds and do it now.

HEY, 2 Clean Your Phone. 3 Because, um, you touch it all day long.

STAR IN Your Own Video. Visit with friends and loved ones via video instead of in person.

TALK TO WASH HANDS STAY AT 1 YOUR KIDS 2 FREQUENTLY 3 HOME STAY Your Children May Be Feeling It’s the Best Way to Stop Social and Physical Confused and Anxious. the Spread. Distancing Slows the Spread. Six Feet

Answer questions and Thorough handwashing takes This can be especially Apart. encourage them to share at least 20 seconds. hard for kids. Staying Any time you are outside of their feelings. home protects your family Do it when you come in your house, no exceptions. and other people. Reassure them that they are from outside, before eating and ok and you are there for them. after you cough or sneeze. Keep playdates virtual. If you need to leave the house, stay a minimum of 6 LEARN MORE AT CORONAVIRUS.GOV TALK feet from other people. About It. Sharing your feelings is a good thing.

AA014597.indd 1 4/29/20 12:58 PM News

its business from outside the U.K. U.K. GOVERNMENT WPP in 2019 generated 12.8 percent, GIVES WPP ACCESS or $1.77 billion, of its $13.8 billion worldwide revenue less pass-through TO HUNDREDS OF costs from the U.K., according to MILLIONS IN COVID- WPP’s year-end financials. Some question whether the CCFF CRISIS BORROWING program was really established to help a company like WPP. Holding company was “The large holding companies approved for £600 million have the market to support them ($747 million) under the through realigning their business- COVID Corporate Financing es for growth,” says Greg Paull, Facility co-founder and principal of R3. “It doesn’t seem appropriate that gov- By Lindsay Rittenhouse ernments should be supporting them in the same manner that they are in- Although WPP is approved to borrow up to $747 million, it has yet to dip into the funds. vesting in truly local small business- es.” The holding company declined to comment. However, someone with WPP received access to £600 million which includes government funds. The requirements for the CCFF knowledge of the situation said the ($747 million) in credit under the U.K. The person close to the matter says program stipulate that recipients U.K. government has separate pro- government’s COVID Corporate Financ- the “other facilities” pool is available must be U.K.-incorporated companies, grams providing COVID-related relief ing Facility (CCFF), Ad Age has learned. to WPP should it need to access it, but including those with foreign- for small and large businesses, so one WPP CEO Mark Read recently told it hasn’t yet. incorporated parents and with a gen- does not take away from the other. U.K. newspaper The Telegraph that The U.K. government announced uine business in the U.K.; companies According to The Financial Times, the holding company had applied for in March a series of temporary with significant employment in the many U.K. retailers have had their ap- the CCFF borrowing program from measures, including the CCFF pro- U.K.; and firms with their headquar- plications for the CCFF loan rejected. the Treasury and Bank of England. gram—under which, “firms making ters in the U.K. The government said The FT reports, among the larger pub- According to one person close to the a material contribution” to the U.K. it will also consider whether the com- licly traded retailers, only Next, Marks matter, WPP was approved for the economy can borrow money for up to pany generates significant revenue and Spencer and Associated British borrowing but had not yet dipped into a year on terms comparable to those in the U.K., serves a large number of Foods, the owner of Primark, have re- the funds. available before the COVID-19 eco- customers in the U.K. or has a number ceived the funding. Richard Branson’s According to WPP filings, the nomic shock and then use the money of operating sites in the U.K. Virgin Atlantic attempted to secure holding company has £4.4 billion ($5.5 “to pay wages and suppliers, even WPP, the world’s largest agency £500 million from the CCFF but was billion) of liquidity and £2.8 billion while experiencing severe disruption holding company, has its headquar- denied, The Guardian reports. ($3.5 billion) in “other facilities,” to cashflows.” ters in London, but it gets most of Contributing: Bradley Johnson

Inside This Issue BULLY PULPITS IN REGIONAL BANKS WE’RE ALL IN THIS JUDGE ME BY RED, BLUE STATES TO THE RESCUE CRISIS TOGETHER MY SIZE, DO YOU? As leaders of their own When major banks Cue the heartstring- When research coronavirus responses, hesitated to approve pulling piano under suggested a different governors have been Payroll Protection sincere voice-overs from title for the 1977 block- handed a rare Program loans, some brands, each repeating buster “Star Wars,” opportunity to burnish agencies found success the same six or seven writer-director George their political brands. at smaller banks. reassuring phrases. Lucas stood firm.

WPP Page 4 Page 5 Page 19 Page 24

Important to Important People 1

P001_AA_20200504.indd 1 5/1/20 5:20 PM News Managing through the shutdown GRADING CORPORATE PERFORMANCE DURING THE PANDEMIC Earnings reports reveal which businesses and brands are surging, sinking or just holding steady

By Ad Age Staff

Oreos, Frosted Flakes and Lysol are Clorox Co.: Almost everything Clorox flying off shelves—but condoms and sells—led by disinfecting wipes and cosmetics are in a sales rut. Beer and bleach, but also including Glad bags, soda brands are thriving at grocery Brita water filters and Kingsford Char- stores, but not enough to make up for coal—has been helped by COVID-19 vanishing sales at sports stadiums, and related stay-at-home orders. So The pandemic has affected brands unevenly, with bars and restaurants. The live sports the only surprise was that organic Clorox Co., top, surging; McDonald’s, above, holding shutdown has hurt Twitter, while sales last quarter rose only 17 percent. steady; and Dunkin’ Brands, right, sinking. Facebook is holding its own, despite Clorox bumped projected organic less demand for ad space. sales growth for the full fiscal year These are among the takeaways ended June 30 to between 6 and 8 per- from a slew of corporate earnings cent, with advertising and promotion “we’re seeing consumers snacking first quarter, while the company’s other reports released in the past couple outlay expected to stay at the usual more. They are looking for that mo- two chains saw declines. By the end of weeks that offer the first real look at level of 10 percent of sales. ment of comfort offered by biscuits April, Popeyes’ same-store sales were how much the coronavirus has over- and chocolate in today’s stressful back to pre-COVID-19 levels. Mean- turned balance sheets for some of the Colgate-Palmolive Co.: The company circumstances.” Business in China while, BK is doing plenty of offers in its world’s largest ad buyers and sellers. delivered strong 7.5 percent organ- bounced back in March after a signif- app to try to drive customer growth. The reports mostly covered the first ic sales growth, driven by stock-up icant slowdown. Still, some products quarter, but executives in many cases buying in the U.S. and other markets like gum and mints are under pressure 1-800-Flowers.com: Despite being gave a glimpse into second- despite declines in Asia driven by due to the travel slowdown. homebound, consumers still crave quarter trends. There remains plenty strict lockdowns there. Advertising connections, which helps flower sales. of uncertainty—but business trends and promotion spending rose even Procter & Gamble Co.: Organic sales “Demand has increased significantly are emerging. faster—by 12.8 percent—to $484 rose 6 percent last quarter, and the as consumers are increasingly turning million. E-commerce sales soared 54 company hiked marketing spending, to the 1-800-Flowers brand to help Surging percent, but sales will slow some this net of agency and production fee cuts, them express themselves and stay quarter, since there’s no reason for by approximately $240 million. Chief connected,” said CEO Chris McCann. Amazon: Business has boomed amid people to brush their teeth more. Financial Officer Jon Moeller offered On the downside, the company per- the lockdown, leading to a 26 percent hope that a sales surge wasn’t simply manently closed all of its 38 Harry & increase in sales year-over-year to Kellogg Co: Kellogg maintained its panic buying of Charmin, with data David gourmet food stores following $75.5 billion. The company has its 2020 forecast, spurred by strong de- from internet-connected washing the pandemic. share of challenges, too, as workers mand for products including Frosted machines showing people are washing demand safety measures in warehous- Flakes. But it pushed some planned clothes more. Steady es and Whole Foods grocery stores. product launches into the second half Amazon said it will spend $4 billion, of the year. Cereals are getting into Reckitt Benckiser: The books closed Alphabet: Google’s parent company basically all its projected profits in U.S. pantries and being consumed before any impact on Lysol from proved resilient thanks to a diverse the second quarter, to beef up testing and “we plan to seize this opportuni- President Trump’s musings about portfolio of products that include at worksites and secure protective ty,” Chairman and CEO Steve Cahill- internal use of disinfectants. But RB’s YouTube, Google Cloud, G-Suite and equipment. Amazon already bought ane said on a conference call. Later organic sales still soared 13.3 percent Search. During the final weeks of 100 million face masks. in the call, Credit Suisse food analyst last quarter. CEO Laxman Narasimhan March, Google Search saw four times Robert Moskow commented that his said on an earnings call the company more traffic than Super Bowl Sunday. Church & Dwight Co.: Trojan sales family is going through a box of cere- is spending more on digital ads and Despite the surge, consumers clicked have slumped, but other things the al every two days. “behavior change,” such as a Dettol fewer ads and marketers scaled back company sells—cleaners, vitamins, hand-washing dance video with 18 ad spend. Any impact, however, was detergent—pushed sales up 13.5 per- Mondelēz International: In these billion views and counting on TikTok. offset by consumers who tuned into cent. Still, the company cut marketing tense times, people crave Oreos. YouTube to watch more videos amid spending 1.7 percent, moving money That’s a quick way to sum up the Restaurant Brands International: social distancing. It beat first quarter from March into the back half of 2020 success the snack marketer is seeing Popeyes is still the king, while Burger analyst expectations, but the second because it makes no sense to market as everyone eats more at home. Or, King is holding its own. Popeyes same- quarter will be the true test. stuff that’s already out of stock. to hear CEO Dirk Van de Put’s take, store sales were up 26.2 percent in the

2 Ad Age May 4, 2020

P002_P003_AA_20200504.indd 2 5/1/20 7:27 PM some of that upside should continue flat. Unilever has stopped buying out- Plus, McDonald’s is gearing up to for the rest of the year, “we feel that of-home ads and redirected spending boost its breakfast business when there are too many unknowns at this to faster-growing household and people return to the roads and it has time to confidently expect signifi- personal care categories. a lot more to spend on marketing to cant upside beyond that,” says Chief win back those habitual diners than Financial Officeraulo P Basilio. But Yum Brands: The owner of KFC, Dunkin’ does. Dunkin’ suspended its there’s some good news for the me- Pizza Hut, Taco Bell and Habit dividend and its financial outlook for dia companies: Kraft Heinz still plans Burger Grill has a way to go to return 2020 and beyond. to boost its media spending about to rising sales, but there are some 30 percent this year, even though it bright spots. Digital sales are soaring Estee Lauder Cos.: Organic sales has hit pause on some innovation at Pizza Hut and Habit, while KFC dropped 10 percent, as almost all of and reduced the variety of items it is is seeing success with family-sized its physical retail outlets shut down in making to improve productivity. meal deals. Taco Bell’s breakfast March. Increased e-commerce sales and late-night business have been haven’t been enough to offset loss of McDonald’s: A plethora of drive-thru under pressure. But it’s keeping fans sales from its own stores, department lanes help the Golden Arches, but it happy with some free food through and specialty stores. The company has still expects the second quarter to the drive-thru and should see a boost done furloughs and senior executive be worse than the first. In the U.S., from new $25 taco bar kits. pay cuts to offset sales losses, and about 90 percent of sales are now maxed out current credit lines. But it going through the drive-thru, up Sinking still made substantial philanthropic from about two-thirds before the gifts, including 2 million surgical crisis. And there’s pent-up demand in Blue Apron: Demand for meal kits masks and 50,000 skincare products international markets where it had to shot up as diners searched for alter- for doctors and nurses in New York, close for awhile. People waited three natives to going to restaurants or and an Aveda Cares relief program for hours at a restaurant in France and in cooking from scratch. But Blue Apron salons and stylists in the U.S. a two-mile line of cars for a drive-thru couldn’t keep up with the onslaught of in Australia. new orders at first so it had to hire to L’Oreal: Organic sales fell 4.8 percent meet the increased demand, limited last quarter, and the beauty giant has Molson Coors: Grocery sales surged its variety of meals offered, and can- cut current-quarter ad spending and in March as beer drinkers stocked up, celed and delayed some orders. The moved product launches into the back Brinker International: Down but but the pantry loading has slowed company is projecting sales growth half of the year. The current quarter not out. Chili’s is the dinner of choice down and bar sales have vanished but isn’t turning a profit. Blue Apron’s looks ugly, as tracked sales of cos- in plenty of homes as people treat with most establishments shut down. board is continuing to explore strate- metics have plummeted, even in mass themselves to Tex-Mex dishes and The brewer has cut out-of-home ads gic alternatives, a plan the company outlets that are still open. margaritas. And the government’s in favor of spending on online video, announced in February. stimulus checks added “a nice little gaming and OTT. The silver lining is Twitter: Advertising took a dive in pop” to sales, Brinker CEO Wyman that consumers are gravitating to big, Coca-Cola: Global volume plummeted March, revealing the company to Roberts said. Chili’s is primarily a established brands like Coors Light 25 percent in April, driven by steep be more vulnerable than rivals like dine-in restaurant, but with dining and Miller Lite. declines in away-from-home channels, Facebook. In most of March, Twitter’s rooms shuttered it’s bringing in more such as stadiums and other venues ad revenue dropped 27 percent, which than 50 percent of its usual business Nielsen: The company missed analyst that have gone dark. The drinks giant led to 3 percent total growth for the through delivery and takeout. And sales and earnings forecasts and paused most of its marketing and will quarter. Many brands have been pull- those large dining rooms? They’ll help projected a revenue decline of 1 to 4 only slowly bring it back as lockdowns ing back on spending, and without live maintain the newly appropriate dis- percent for the full year while cutting lift. Executives point to the company’s events like sports, Twitter loses some tance between dine-in patrons when senior executive pay by 20 to 30 long history as evidence that it knows of its appeal. Meanwhile, the company they return. percent. But that’s not as bad as many how to navigate tough times. is still building ad technology that feared, as the stock rose 5 percent in would cater to the types of advertising Facebook: Ad revenue grew 17 response. The breakup into Nielsen Comcast: Profit declined a dramatic that are in demand right now, includ- percent in the first quarter to $17.4 Media and Nielsen Connect will be 40 percent in the first quarter, even ing direct response. The brands that billion, but ad growth is flat so far in delayed to early 2021 because of shut- as the company saw a bump to inter- are spending at the moment—includ- the second quarter. Executives said downs of regulatory offices. net subscribers that topped analysts’ ing gaming apps, video subscription that there has been less demand for ad expectations. The media conglom- services and e-commerce—want ads space, which has led to lower prices in PepsiCo: On the bright side, people erate forecast it would lose $500 that lead to immediate downloads and the ad auction. The dynamics have led are snacking more at home, which is million if theme parks remained sales. Twitter still needs to beef up advertisers to go bargain-hunting in good for the company’s chip brands closed until June. It also expects ad that side of its business. the Facebook News Feed. With every- such as Tostitos. But they’re not buy- revenue to be down significantly in one at home, more people are on the ing as much Pepsi and Mtn Dew since the second quarter. Contributing: Jack Neff, social network. There are 2.36 billion visits to restaurants, convenience Jessica Wohl, E.J. Schultz, people who use one of Facebook’s ser- stores, vending machines and movie Dunkin’ Brands: Same-store sales Adrianne Pasquarelli, vices daily, an increase of 11 percent theaters have plunged. The company in mid-to-late April recovered a bit, Jeanine Poggi, Garett Sloane, year-over-year. expects a low-single-digit decline in down about 25 percent at Dunkin’ and George P. Slefo sales this quarter and is trimming about 10 percent at Baskin-Robbins. Kraft Heinz: Plenty of people nonessential marketing. Some analysts question whether the stocked up on macaroni & cheese and chain can do as much with its loyalty other pantry staples. But that enthu- Unilever: Having the biggest global program as Starbucks has done. It’s siasm for packaged foods isn’t guar- soap brand in Dove didn’t make up trying, with offers such as $2 iced anteed to last. The company expects for losing foodservice and prestige coffee on Mondays and a free donut a strong second quarter and while beauty sales, leaving organic sales with a drink purchase on Fridays.

P002_P003_AA_20200504.indd 3 5/1/20 7:27 PM News Campaign ad scorecard

Gubernatorial races by media spending The ight for North Carolina Dollars in millions for spending on TV, cable and radio. Dollars in millions for spending on TV, cable and radio.

2020 races Democrat Republican Other Total Sponsor (party) Spending

North Carolina $14.8 $3.6 $0.0 $18.4 Roy Cooper (D) $11.0

Montana 0.0 4.6 0.0 4.7 A Stronger North Carolina (D) 3.8

New Hampshire 0.0 3.6 0.0 3.6 Truth and Prosperity (R) 3.3

West Virginia 0.2 2.2 0.0 2.4 Dan Forest (R) 0.3

Missouri 0.0 1.7 0.0 1.7 Total $18.4

Utah 0.0 1.2 0.0 1.2

Vermont 0.2 0.0 0.0 0.2

Washington 0.0 0.0 0.0 0.0

Total for 2020 races $15.3 $16.8 $0.0 $32.2

2019 races (victorious party) Democrat Republican Other Total

Louisiana (D) $25.4 $26.7 $0.5 $52.7 Clockwise from top: North Carolina’s Kentucky (D) 15.9 13.9 0.0 29.8 incumbent governor, Roy Cooper, is facing Mississippi (R) 3.5 8.3 0.0 11.8 Lieutenant Governor Dan Forest. John Bel Total for 2019 races $44.8 $48.8 $0.6 $94.2 Edwards won Louisiana in 2019. Total $60.1.1 $65.7 $0.6 $126.4

Source: Spending from Kantar/CMAG. Buys are included from Jan. 1, 2019, through Election Day, including advance bookings as of April 30, 2020. Excludes digital spending. Numbers rounded.

Governorships in play are (mostly) THE STATE OF THE seeing relatively modest ad spending STATE RACES By Simon Dumenco

Editor’s note: Ad Age’s Campaign source of o cial pandemic-related Brown in partnership with Kantar/ Andy Beshear and John Bel Edwards Ad Scorecard is taking a deep dive information than the president, by CMAG—Republicans in pursuit of, or prevailed in, respectively, Kentucky into political ad spending across a 15 percent margin (35 percent to defending, governorships have spent and Louisiana, while Republican Tate federal-level and gubernatorial races 20 percent); only Dr. Anthony Fauci, $16.8 million, vs. $15.3 million by the Reeves did in Mississippi.) through Election Day. Dive even the director of the National Institute Democrats. Those tallies include TV Incidentally, in Louisiana’s deeper at AdAge.com/CampaignTrail. of Allergy and Infectious Diseases, and radio advertising by candidates as gubernatorial race, PACs racked up scored higher (45 percent). well as political action committees. $23.6 million, or 44.8 percent of the Governors have been having a As it happens, some of these gov- Remarkably, in Missouri, Mon- $52.7 million total spent on media moment. ernors are up for election—and given tana, New Hampshire, Utah and in the Creole State—a high for the Throughout the coronavirus crisis, that many traditional electioneering Washington, Democrats have spent 2019-2020 gubernatorial cycle. The in states both red and blue, many options, like rallies, are o the table next to nothing on advertising, while deliciously named Gumbo PAC’s $10.9 governors have been rising to the right now, it’s been awfully helpful for in Vermont and West Virginia they million outlay, in support of Bel Ed- occasion, shifting into public- them to be able to command their bully have yet to crack even a quarter- wards, topped the list. servant mode and o ering their anx- pulpits in such a high-profi le manner. million on ad spend. (Keep in mind But back to the Cooper-Forest face- ious constituents clarity, compassion Also, given that campaign fundraising that other marketing-ish campaign o in North Carolina. The vast majority and good old-fashioned leadership. has been drying up as the economy has costs, like fi eld o ces and social of all 2020 ad spending on gubernato- While the occupant of the Oval Of- tanked, the free advertising implicit media e orts, don’t factor into our rial races can be chalked up to the Tar fi ce and the men and women of Capitol in a well-tuned coronavirus briefi ng tracked advertising tallies.) Contrast Heel state, with $14.8 million in support Hill generally dominate national media certainly comes in handy. that with Republican ad spending of of Cooper and $3.6 million for Forest. chatter, governors—especially those With the exception of North $1 million-plus in fi ve of those states: North Carolina is, of course, a holding daily press conferences—have Carolina, where incumbent Governor Missouri, Montana, New Hampshire, swing state; Trump’s margin of victo- lately been handed a rare opportunity Roy Cooper, a Democrat, is facing West Virginia and Utah. ry there in 2016 was just 3.7 percent. to, well, burnish their political brands. o against Lieutenant Governor Dan And contrast all of this 2020 For now, though, the real winners Last week, a study conducted by Forest, a Republican, spending on gu- spending with the ad spending are the various and sundry owners the Interactive Advertising Bureau bernatorial campaign advertising has surrounding just three gubernatorial of North Carolina TV and radio and the Center for the Digital Future been quite modest so far this year. Ac- races—in Kentucky, Louisiana and stations. at the USC Annenberg School for Com- cording to the latest Ad Age Campaign Mississippi—that were decided in munication and Journalism revealed Ad Scorecard analysis—an ongoing 2019. In those battles, Republicans that on average Americans regard project led by Ad Age Datacenter spent a total of $48.8 million and their governors as a more reliable Director of Data Management Kevin Democrats $44.8 million. (Dems

4 Ad Age May 4, 2020

P004_AA_20200504.indd 4 5/1/20 5:01 PM Bank shots

Paul says Wintrust sent all the SMALL BANKS application materials to OKRP ahead of April 3. “When the document was HELP SMALL released, we pretty much cut and pasted all of our information and AGENCIES GET submitted that weekend,” he says. “Two days later the money was in our PAYROLL LOANS bank account.” Jeff Sweat, founder of 10-person ad industry PR firm Sweat + Co., says Local institutions he wished he knew the benefits of come through working with a smaller bank “a week or two earlier; that’s something we while national would have attempted.” Sweat, like banks fail shops countless other small business own- ers, went through his primary bank, By Lindsay Rittenhouse Bank of America, and did not receive the PPP loan. According to CNN, Bank of Amer- ica sent 184,000 PPP applications to the Small Business Administration and only 1,000 had been approved as of last Wednesday, when Ad Age spoke with Sweat. For some small agencies, Paycheck Protection Program loans have helped avert layoffs. Sweat says he hasn’t heard anything on the status of his first When Glue-IQ, a 30-person Mi- mented share of problems. The New application but will be attempting the ami agency, sought to apply for the York Times reported that dozens of “It’s been the most process again today for the second Paycheck Protection Program (PPP) large companies have received payouts frustrating thing. funding round. loan when it was available April 3, under the program, which was intend- “It’s been the most frustrating CEO-Founder Gaston Legorburu ed to help small companies pay neces- No idea if we were thing,” he says. “No idea if we were initially went to a major bank that is sities like employee payroll and rent. approved. There approved,” Sweat adds. “There has also a client. Legorburu declines to For a lot of small agencies like been zero communication.” name the institution, but says he was Glue-IQ, securing the PPP loan is crit- has been zero advised by one of its bankers that it ical. “We’re a two-year-old indepen- communication.” Declarations of independence would be better for him to go through dent,” Legorburu says. “We’re com- Jeff Sweat, Sweat + Co. While the loans are a lifeline to small a smaller, regional bank. pletely self-funded. The money that’s agencies whose revenue is dependent Legorburu had just started the in this is all my money. The PPP loan is on fewer clients than the giants, these application process with his local amazing and I’m incredibly grateful. your back.” shops have more leeway than pub- bank when the client called with the It’s allowed me to pay my people, and Alan Brown, CEO of 50-person licly held agencies that operate in a news that he had been approved for I’m doing everything in my power to Seattle-based agency DNA, worked quarterly pressure cooker controlled the loan. not lay off.” with his regional lender, Heritage by stockholders. “I called my local bank, said ‘Thank What several small agency exec- Bank, to prepare for the PPP loan DNA’s Brown says he and Founder- you guys for doing it, but I’m not go- utives are finding—including the five application process before it opened. Chairman Dan Gross made the deci- ing to move forward,’” he recalls. execs interviewed for this story—is Brown says Heritage Bank went sion to “basically not make a profit Three days later, Legorburu re- that regional banks might be their through training ahead of the start this year,” something that would not ceived “a very impersonal email” from best option for securing a PPP loan. date to know how to use the site be possible if the shop was owned by a the big banker telling him the applica- to submit the applications to the publicly traded holding company. tion had been denied. Regional banks to the rescue Small Business Administration. “We “As an independent, you can do “The email said they would be Frances Webster, co-founder and pretty much were ready to go when it that,” Brown says. “We decided we’re sending me a letter in the next three chief operating officer of 25-person opened,” Brown says. going to forgo any profit to keep our weeks to tell me why,” Legorburu says. agency Walrus, says she had to move The process wasn’t without people employed. Our business is all “It said there was no person you could the agency’s entire business from a hiccups. Brown says the site through about our people.” talk to as they’re all overwhelmed.” major bank to a smaller one to get which the PPP loan application had to Melissa Lentz, CEO of Magnet Luckily for Legorburu, the local PPP funds. She declined to name the be submitted was experiencing delays Global, a network of around 25 indie bank was still able to put his applica- banks involved. and his request almost missed the agencies, says all the shops in her tion through and secure the loan. “There was a ton of confusion,” window. It did not. network were able to secure the small Webster says. “We were with a large Nick Paul, president and founder business loan. PPP problems bank but had no luck with them.” of 80-person Chicago agency O’Keefe “The industry is all about our Luck was on Legorburu’s side, but it But then Walrus’ personal banker Reinhard & Paul, was also able to talent,” Lentz says, noting the im- hasn’t been for many small businesses left the large institution where he was secure the loan through his regional portance of the loan. Still, Lentz says that have not been able to receive the employed for a regional bank, which bank, Wintrust. shops left out of the Paycheck Protec- PPP loan. Since the initial funds ran was able to secure the loan for Walrus. “They were all over it,” Paul says. tion Program will come out of this OK. out not long after applications opened, The agency is now moving its entire “I don’t want to say the process was “These guys have grit,” she says. Congress approved an additional $310 business there. easy. The uncertainty and timing “They don’t have the backing of a billion in relief for that companies can “It’s all about relationships,” [caused] heightened anxiety. But if holding company,” but “they know apply for beginning today. Webster says. “It’s really important to you remove that piece of it, the pro- how to navigate [a challenged envi-

iStock The process has had a well-docu- have a good banker, someone who has cess was great for us.” ronment].”

Important to Important People 5

P005_AA_20200504.indd 5 5/1/20 5:11 PM MASTER News User experiences

VACATIONS GO VIRTUAL

Struggling with sales, travel brands try to excite online

By Adrianne Pasquarelli Illustration By Tam Nguyen

During a wine tasting last month, Justin Baldwin, founder of Justin Vineyards & Winery, shared personal stories, answered questions about the wines customers were tasting and helped suggest recipes on food pairings. The April 4 event resulted in ramped-up brand engagement and awareness. But unlike previous events hosted by the Paso Robles, Califor- nia-based winery before COVID-19, customers didn’t need to travel to at- tend. Because this tasting was virtual. Participants received tasting packs ahead of the event in the mail, and Virtual events are helping travel and tourism brands stay connected to customers then tuned in to Instagram Live to see as real-world travel has ground to a halt during the COVID-19 pandemic. Baldwin and pose questions. A second tasting resulted in some 1,000 viewers, and the two April events saw more excitement about travel. They’re host- for brands to stay connected to being deployed in novel ways to than 4 million impressions for the ing online cooking classes of cuisines their customers.” market brands during the pandemic. brand, according to a spokeswoman. from other countries, or helping fam- Travel brands certainly need those In addition, while some experiences “We have seen great consumer ilies plan eventual vacations from the connections in the current environ- pre-COVID-19 required equipment engagement with our virtual tast- comfort of their couches. Even some ment. The industry has been one of including VR goggles, most of the ings, including an endless stream of high-end hotels are finding wellness the hardest hit sectors by the pan- current offerings just need a camera questions and comments throughout partners to host yoga sessions with demic, with no end in sight. According and internet connection. the livestream,” says Clarence Chia, much-missed guests. Experts say the to the U.S. Travel Association, the eco- “Virtual tours have been around senior VP of marketing at Justin. moves, many of which include free nomic impact of the coronavirus on probably the last five years, but “During this time of isolation, it has videos or seminars, can help consum- the industry will reach half a trillion there’s been quite a bit of improve- been exciting to witness this virtual ers stay in touch with brands that now dollars by the end of this year, includ- ment in technology for those visu- connectivity manifest in such a unique need their interest more than ever. ing 8 million travel jobs lost by the als,” says Cindy Estis Green, CEO yet personal way for our audience.” “Coming out of the crisis, people end of April. The damage will be nine and co-founder of Kalibri Labs, a The virtual event is one example will want to be able to envision them- times worse than the fallout following data analytics firm specializing in of how travel and tourism brands are selves in a destination again and September 11 nearly two decades ago, hospitality, noting that many hotels trying to survive as real-world travel these virtual experiences will play a according to the association. Airlines and meeting venues use tours to help grinds to a halt with millions of would- huge part in getting people comfort- are offering extended re-booking with the booking process—some- be adventure-seekers stuck at home able,” says Clayton Reid, CEO of trav- options and The New York Times just thing that has intensified during the during the coronavirus pandemic. el-focused marketing agency MMGY paused its Sunday Travel Section. The coronavirus crisis. Hotels and wineries have closed their Global. “You don’t want your brand American Hotel & Lodging Associa- Some brands already report doors, and one airport in Westchester quiet—you need to understand the tion forecasts that occupancy rates for success—both with sales and future County, New York, has temporarily tone in which you’re communicating 2020 will be worse than rates in 1933 booking. Traktek Partners, a mar- shut down completely. Yet brands—in- and what’s the right way to dip into during the Great Depression. keting agency located in Needham, cluding lodging companies like Airbnb travel again. These experiences that Massachusetts, shifted its activity and Marriott—wineries and destina- mix virtual with retail, they can in Virtual travel 2.0 for clients, including SmarTours and tion marketers, are putting stock in the no way be equivalent to the actual The virtual travel experience is Vantage Travel, to experiential and virtual suitcase to maintain consumer travel experience, but are important nothing new, experts say, but it is educational messaging from promo-

6 Ad Age May 4, 2020

P006_P007_AA_20200504.indd 6 4/30/20 6:27 PM before the coronavirus, this is the “These experiences that mix virtual with first time it is promoting them via Bonvoy, a spokesman says, noting retail ... are important for brands to stay that the email had one of the highest connected to their customers.” open rates for the brand. Customers Clayton Reid, MMGY Global can tour homes and villas by Marri- ott International or take previously filmed classes with athletes including Alex Morgan and Shaun White. “For our Marriott Bonvoy members, these are challenging times, and the joy of traveling and exploring the world is a missing part of their lives,” David While most efforts are free and from their own living room couches. Flueck, senior VP of global loyalty at designed to continue a connection Airbnb started with 50 experiences Marriott, said in a statement. “Mar- with consumers and keep travel top from hosts in 30 different countries riott Bonvoy Traveler virtual tours of mind, experts say there’s an added and will expand to thousands more are meant to inspire them as we look bonus when a virtual event leads through the spring. Options include forward to better times ahead.” back to an uptick in sales. A Napa $28 to make pasta with a grandma in The American Automobile Asso- Valley vineyard, Larkmead, reports Italy, $10 to meditate with a Japanese ciation has also been digitizing its that a recent virtual tasting resulted Buddhist monk or $25 to spend a day typically in-person events, in an effort in more than $10,000 in revenue as with an Olympic bobsledder (who is to encourage families to plan trips tasters bought different bottles. Ju- at home in Los Angeles). and learn about new destinations. The liana Colangelo, west coast director “Human connection is at the core of organization recently hosted an event of Colangelo & Partners, an agency what we do,” Catherine Powell, head of with Viking Cruises and then hosted focusing on fine wine and spirits Airbnb Experiences, said in a state- its own class on how families can plan brands whose clients include Lark- ment. “We want to provide an opportu- a road trip. Family members from mead, says brands have begun using nity for our hosts to connect with our different quarantined households influencers in virtual happy hours. global community of guests in the only were encouraged to attend the class One recent initiative that resulted way possible right now, online.” together, with their old-fashioned in a sales uptick included giving The gamble is big for Airbnb, maps and atlases. influencers the wines to promote and which many expect to have to delay a “We’re trying to get people excited setting up a retail link for attendees planned IPO due to coronavirus- about traveling again,” says Suzanne to click on. “We’re trying to have related losses. Aresco, director of travel at AAA, not- every initiative tie back to some sales ing that customers have been asking component,” says Colangelo. Knowledge adventures questions and participating in chats Airbnb is hoping customers who Many of the offerings are more during events. “We’re imagining the are bored at home will still shell about education and keeping trav- new normal.” out for its new Online Experiences, elers excited about trips than actual Similarly, Vrbo, the home rental a pivot from Airbnb Experiences, money-making endeavors. In April, company owned by HomeAway, is which it debuted in 2016. Original- Marriott reached out to members pushing its trip boards and virtual tional when the pandemic took hold. ly, the offering was designed to get of its Bonvoy loyalty program with tours that help customers plan Short snippets of videos and webinars travelers out the door to new places an email encouraging them to take ahead. The company is also running a are resonating with consumers, says where they could immerse them- a “virtual vacation.” While the hotel sweepstakes where winners receive a Cyril Lemaire, managing partner of selves in other cultures. But now, the company, which has been forced Visa card to spend on home stayca- TrakTek. He says engagement rates home-rental giant is selling classes to furlough tens of thousands of tion activities. on emails increased 35 to 45 percent and workouts that consumers can do employees, has had virtual tours long While these virtual offerings were in the four weeks ended in mid-April birthed from emergency, experts compared to the prior four weeks. Live don’t expect them to go away anytime streams from parks and other destina- soon. Rather, they will continue to be tions have also been successful. part of the travel planning process moving forward as consumers in- Armchair aspirations creasingly become more comfortable “We’re seeing a shift toward a much with taking trips in the digital realm. more aspirational traveler—the arm- In some limited cases, an online class chair traveler,” says Lemaire, noting or wine tasting might even replace an more engagement. Some destinations, in-person experience, where custom- like the Florida Keys, are also using ers are reluctant to spend or travel, social media to encourage customers for example. to post videos recreating their favorite “This is actually something that moments on vacations in a sweepstakes will have a lasting impact,” says Col- contest for a future trip, for example. angelo, the wine and spirits market- Lemaire says some of the activity is er. “There are plenty of people who resulting in bookings for clients. “Some would love to learn about wine, or people out there, immediately after visit wine country, but don’t have the receiving emails, they are following up, time or resources to physically trav- inquiring, and booking,” he says, noting Two virtual wine-tasting events by Justin Vineyards & Winery in April led to more than el—this is a lot more of an accessible that most booking is for next year. 4 million impressions for the brand. way to have that experience.”

Important to Important People 7

P006_P007_AA_20200504.indd 7 4/30/20 6:27 PM Questions & Ad Age Home improvement

When Marisa Thalberg joined Lowe’s the entire time. Certainly all of us are the message. And these phases are as executive VP and chief brand and feeling like this is a test of our agility short—we’re talking days, not weeks. marketing officer in February, she was as leaders. I’m trying to roll with it Then it’s how to bring in the new Q&AA: expecting to be busy: Spring is typical- that way. I’m very appreciative of ways of communicating that feel ly a big season for home improvement the technology that’s enabled me to authentic but right for this drastically retailers. But she wasn’t expecting continue to learn and onboard and get altered world. It’s profound—I was to be marketing the chain—which­ as to know people within my team and attracted to come work for this lead- THE an essential business has remained outside of my team. Also this neces- ing home improvement retailer and open—through a global pandemic. sitated a complete transformation here I am getting to know and getting And she certainly wasn’t expecting to of our communication strategy to be to steward this brand at a time when be doing so remotely from California, responsive to the times in which we’re literally home has never been more DIY-ER where Thalberg had been living in her living. That was not the plan to move deeply important to us than it is today. prior post as global chief brand officer this quickly and this radically. of Taco Bell, while the rest of her Lowe’s has already created some Marisa Thalberg, team is across the country at Lowe’s Spring is one Lowe’s busiest seasons. new messaging—one effort around Lowe’s new CMO, Moorseville, N.C., headquarters. Be- Have you had to adjust your messag- building thank-you signs for health low, Thalberg tells Ad Age how Lowe’s ing at all to account for the current care workers, and more recently, a talks pandemic and its 2,200-store fleet have been situation? home-centric campaign in support of marketing and handling COVID-19, along with what It’s been a real gift to have such the virtual NFL draft. How do these lies ahead. Her responses have been strong relationships and connections initiatives fit with Lowe’s as a brand? retail in age of lightly edited and condensed. within the CMO community. I take This is a time where we as marketers social distancing heart in the fact that the instincts need to be agile and adaptive and not You joined Lowe’s just before the that I brought to how to approach this necessarily think that we’re planting By Adrianne Pasquarelli coronavirus-related lockdowns across wound up being pretty consistent flags, but how to be in the now. How Illustration by Tam Nguyen the country. How much of an adjust- with how others thought about their do you show a sense of being able to ment has it been for you based on own businesses. There’s that first be really connected to how people are what you had planned? initial phase of assessing and then thinking, feeling and what they genu- I would definitely say this is not the triaging your existing work. Spring is inely need and where your brand most immersion and onboarding experi- an incredibly important time for us as authentically and realistically lines up ence I had anticipated. Case in point, a retailer, but then you have to go back to that? In our case, being a retailer I was supposed to be commuting until through all the work that was done that is essential because we support the end of the school year and have prior to this and look at it through a people in their homes is an unbeliev- a corporate apartment in Charlotte, completely new lens of appropriate- able realization and responsibility. It

and I’ve been here in California almost ness, relevancy and how do you tailor became much less about being very Lowes

8 Ad Age May 4, 2020

P008_P009_AA_20200504.indd 8 4/30/20 6:23 PM Advertisement HOT RIGHT NOW

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A scene from a Lowe’s campaign highlighting the importance of home, which aired during the NFL Draft.

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commercial and promotional in our ing gigantic shifts. I believe we are messaging and a lot more about how “In our case, a mass brand that deserves a place do we really express the heart of this being a retailer to tell stories in broadcast media. brand and do it in a way that is also This has been a good time for that as humble, participatory and true to that is essential viewership has been quite high, rela- CUSTOMWEBCAST AdAge.com/WideOrbit who we are. tive to previous months and years, because we May 5 at 1pm ET The ‘Build Thanks’ campaign was support people because people are at home. You go starting to see this emergence of from that to how we invest in paid HOWAUTOMATION people wanting to share their grati- in their homes is search and everything in between. MAKESBUYINGLOCALTV tude and also connect to the outside an unbelievable We think audio is also an important EASIERTHANEVER world. It was a DIY project, and medium. And our social channels— Local TV has traditionally we’re all about DIY and we thought realization and we have a lot of opportunity to do been perceived as very we could help perpetuate that and more with them— we’re starting to diƒ cult, and very time- ourselves with #BuildThanks. We responsibility.” see how we parse the storytelling consuming, to buy. In this were really specific, we were not Marisa Thalberg, Lowe’s differently. One of the things I enjoy webinar, you’ll ‡ nd out how asking them to buy anything, but to about being a large brand is it gives with automation, buying and selling local TV has never use what you already have at home. you a sandbox of different channels been faster. This company is values-driven and needs consumers have to run their and different ways of figuring out has this greater heart, but this story homes safely and give them projects how to connect and communicate hasn’t been well told, and it became to do that occupy them, but being and right now there’s no pulling a moment of opportunity. The way open is not without its challenges. back on any of that. we’re showing up now for people is Sponsored by not COVID-based—this is not COVID Let’s talk about how the pandemic Have product trends changed in advertising, this is advertising about may affect your plans for the rest of any way—for example, what would who Lowe’s is as a brand. This is the year, specifically your TV bud- shoppers normally be buying at what we’ve always done, like with get. How far ahead can you plan? Lowe’s this time of year, and what Hurricane Sandy. It’s a really nice If there’s one thing we’ve all learned are they buying now? CUSTOMVIDEOSERIES moment to share that story and from this experience, it’s really We’ve seen people really dive into AdAge.com/Eˆ ectv reflect on it. tested our ability to live in the the small home improvement absence of having plans that are as projects that maybe they’d put off ALLADVERTISINGISLOCAL: On the operations front, Lowe’s has concrete as we might like them to because they have the time at home WHATISOTTANDWHY made some changes to its stores to be. There are so many things that now. There’s something wonderfully MARKETERSNEEDTOADDIT account for social distancing. Tell are unknown right now, so you plan constructive about putting your TOTHEIRMEDIAMIX me about some of those and how and then create contingencies and energies into them. We’ve seen [buy- As consumers shift their TV consumers are reacting. alternatives. You try to be really ing of] products that speak to those viewing habits from linear Marvin Ellison, our CEO, has made adaptive. If we all just reflect on how types of projects and activities that to digital, it’s imperative multiple announcements on that, much things have changed in the are in demand and then of course for marketers to add OTT to their media mix. Eˆ ectv from deciding to close our stores past month, it’s shattering. Our in- all of the essentials that are core informs how to tap into on Easter Sunday and give all our tention will be to continue to invest to what we do as a home improve- the incremental reach of associates a paid day off, to increas- and to create a relationship with ment retailer that enable people digital video in the in the ing their wages for the month of consumers and let them know that to fix things that are broken, keep latest installment of “All April. In stores, there’s all sorts of we have the things they need. their homes running smoothly and Advertising Is Local.” social distancing signage, plexiglass replace an appliance that is on the dividers for those working the reg- Are you shifting channels at all by fritz. It’s a combination of that. isters, and we have social distancing laying more into any one medium ambassadors who man our garden than another? centers. It’s a tricky time in general. It’s still early enough in my tenure Sponsored by Being open is a gift in terms of being that it’s a lot about optimizing in the

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Important to Important People 9

P008_P009_AA_20200504.indd 9 4/30/20 6:23 PM Brand Playbook

scrutiny right now, and should avoid advice to reduce their children’s HOW BRANDS being tone-deaf in messaging, says dependence on screens. Chuck Sco- Debbie Welch, director of data science thon, senior VP of Fisher-Price and CAN REACH at agency Swift. global head of infant and preschool Moms are also seeking more truth- at Mattel, says the toy company’s MOMS DURING ful authenticity from brands. The relationship with moms used to be notion of picture-perfect parenthood more seasonal, but has evolved to be COVID-19 is now an unrealistic fantasy of prior more of an ongoing dialogue that po- generations. Brands also need to be sitions Mattel as a resource. During careful not to mom-shame, which can the pandemic, Fisher-Price and Connecting with lead to backlash. “It’s gone away from agency Wieden+Kennedy unveiled a stressed-out parents a super polished, Instagram- “Home Collection” with tips for par- perfect place,” says Welch, noting that ents around creating playthings at matters now more influencers and elebritiesc who com- home—making a dragon out of an egg than ever municate this message will benefit. carton, or a puppet out of a brown “More and more people are showing bag, for example. By Adrianne Pasquarelli the realities of what it means to be a “You need to remain true to who mom—it’s messy, it’s imperfect, and you are as a brand. Be authentic, be it’s OK to mess up.” helpful, but you also want to make sure you’re bringing a unique voice to the Brands are well-practiced at mar- Find moms where table,” says Scothon, noting that the keting to moms on Mother’s Day. But they are spending their time collection takes a less serious note by the holiday—which arrives on May Before the pandemic, moms were providing a way for parents to think 10—brings new challenges this year, spending a good deal of time on digital about things differently. “You need to with COVID-19 waging war against channels. But now, their social media be a resource for parents and not be both companies and consumers. The usage has skyrocketed. GfK found that marketing to parents.” way brands speak to mothers matters moms’ use of social media is “signifi- now more than ever as parents suffer cantly higher” than the U.S. aver- Personalize offerings, new stresses like homeschooling and age, with 39 percent of moms with but keep it simple working remotely. In addition, due to children under 18 noting they spent It’s also important that brands realize the uncertain economy, many parents more time on Instagram than other that not all moms are alike—and they have been forced to clamp down on channels. Moms, especially those with should not be addressed in the same their household budgets and are being young kids, are “more engaged in a way. “This generation of parents are much choosier with where they spend lot of the social networks,” says Jola used to be spoken to in a very custom- their dollars. Marketers have a lot at Burnett, a GfK VP overseeing con- ized way,” says Amy Henry, president Mattel’s Fisher Price “Home Collection” stake in getting it right. Here’s what sumer trends. Those brands that offer (paper objects) and Little People of FlashLight Insights, a brand con- they should consider: a sense of community—like a “mom Community Champions Special sultancy. “They expect a brand knows tribe” where mothers can connect Edition Figure Set from the company’s exactly who they are and caters mes- #ThankYouHeroes Collection. Tone matters—now especially with other parents, trade advice and sages to be relevant to them.” Henry Experts say the coronavirus has offer tips either on social channels says brands should engage with moms accelerated several trends that were or on their own websites—will win ly looking for help, and experts say to get a sense of what their individual in play well before the pandemic. more dollars, experts say. “Brands brands can step up. Sesame Street needs might be so that the brand can Moms were already paying attention that are keeping up with her in terms recently partnered with Headspace, offer a specific solution. In addition, to brand meaning and purpose more of media—not just traditional media a meditation app, on offerings with she advises brands to move away than the average consumer, but now consumption, but she’s on her mobile characters including Cookie Monster from the overly sentimental montag- they’re watching even more carefully. more than ever—have a better chance and Elmo, designed to help children es during the coronavirus crisis and More than 80 percent of moms report of reaching her,” says Brooke-Lynn navigate their emotions. Similarly, in try to stick to more simple messages. that the way brands behave during Howard, head of strategy at Swift. March, Mattel unveiled Mattel Play- “I’m not discounting those [emotion- the crisis will affect their desire to use room, a site with activities, tips and al] messages, but sometimes moms’ those brands in the future, according Be a resource content from its popular Barbie, Fish- sense of normalcy comes from a brand to a recent study by market research With the stress and anxiety brought er-Price and American Girl brands for just acting like themselves right now,”

firm GfK. Brands are under a lot of on by COVID-19, moms are increasing- parents looking for DIY and activity Henry says. Mattel

10 Ad Age May 4, 2020

P010_AA_20200504.indd 10 4/30/20 6:21 PM MASTER AA014577.indd 1 3/20/20 8:25 AM PITCHING IN A REMOTE WORLD A few months back, TBWA\Chiat\Day New York skills are now the standard backdrop for any new Agencies are adapting was invited to participate in an agency review for business pitch. But agencies say they are adapting to web conference a brand the Omnicom shop is keeping confidential. well to the new environment, and are thankful there Participating agencies began their in-person is new business activity at all. presentations, pitches, with TBWA scheduled as one of the last to “The good news is there have been pitches,” although standing out do so. Then COVID-19 hit. Reyes says. “It did take some adjustment to work on Faced with lockdowns, TBWA\Chiat\Day New a [remote] pitch, but I’ve been encouraged by how has proved tricky York was forced to make its pitch remotely via quickly people have grown accustomed to it.” WebEx—potentially risky, since the client would Gut Founder Anselmo Ramos says he’s been By Lindsay Rittenhouse be assessing its chemistry with the agency during surprised by how many new briefs he’s received the presentation. since the coronavirus pandemic started. He says the “We thought ‘That’s going to be interesting; to agency saw some projects halted initially in March, evaluate chemistry through WebEx,’” says agency but then brief after brief starting flowing in. President Nancy Reyes. “We asked the client about “It was insane,” Ramos says. “We couldn’t believe it and their answer was pretty great: ‘In some ways, it. We were like, ‘Really? You want to talk now?’” there is more human chemistry in this. How does Agency leaders have maintained that new someone react to a kid [in the background] jumping business has remained steady; the reviews have up and down asking for water? Does it throw any- just been shifted to video conferencing with teams body off? Or does everyone accept it and appreciate making their pitch presentations via WebEx, Zoom each other more?’” and whatever other platforms clients prefer. Reyes, in fact, thinks that pitching by WebEx Omnicom Group Chairman-CEO John Wren, In- might actually have been an advantage. But she terpublic Group of Cos. Chairman-CEO Michael Roth doesn’t know for sure: At the time of this interview, and Publicis Groupe CEO Arthur Sadoun have all the agency hadn’t heard back yet from the brand to commented on recent earnings calls that agencies know if it won. continue to win new business. AARP made the decision to move ahead with The new pitch its creative review launched in January, choosing Kids screaming, dogs barking, people who don’t agency finalists that include Grey and The Martin

realize they’re on mute practicing their miming Agency in late March. Walrus recently picked up Age Ad by Illustration

12 Ad Age May 4, 2020 P012_P014_AA_20200504.indd 12 MASTER 4/30/20 6:22 PM PITCHING IN A REMOTE WORLD the account of Schuman Cheese’s new vegan brand The true state of new business and they had to think long and hard to determine if Vevan. Wavemaker snagged Novo Nordisk’s esti- Tom Denford, North America CEO of management they wanted to stay with [the pitch],” Billock says. mated $400 million U.S. media account. FCB New consultancy ID Comms, says while it is “perfectly “Both companies did; they decided it would be York won Mike’s Hard Lemonade creative business reasonable to finish off a review” launched pre- critical to be out in the marketplace and ready when outside the U.S. Digitas China picked up three cli- pandemic, he would not necessarily recommend things change.” ents while remote pitching: Zeiss, Abercrombie and brands launch large-scale reviews at this time. Still, Billock says Ark Advisor’s “own pipeline Fitch and Wellington College China. “Let’s not make this a rush,” he advises. has slowed” since the start of the pandemic. Yet, given the negative financial impact the Denford says that the reviews launched in pandemic is having on businesses worldwide, some January, before the pandemic, have continued for The art of the (remote) pitch speculate whether now is really the right time to the most part (like AARP’s creative review). The When new business opportunities do come in, agen- reevaluate agency relationships. Elijah Schneider, reviews that were scheduled to launch in late first cy executives say they are ready for them. The nine CEO of social media agency Modifly, says he and his or second quarter are being pushed out to later in executives interviewed for this story all expressed team are actively sitting out certain pitches if win- the year, he says. how surprised they were by how easily their teams ning would result in job losses for other companies. According to ID Comms, about 20 percent of new adapted to pitching remotely versus in-person. “To be frank, I don’t feel comfortable pitching business pitches have been canceled, a third have “It’s been, knock on wood, a relatively surpris- right now,” he says. “It’s been a conflict for me been postponed and half are continuing. ingly fluid process,” says Jim Misener, principal internally.” WPP CEO Mark Read tells Ad Age in a recent and president of Chicago agency 50,000feet. “I have Schneider says Modifly was recently invited to interview that he’s seeing pitches continuing “but been amazed by how easily everyone has slipped participate in a review for a brand he declined to maybe at a slower pace.” He says that while there into a remote working environment.” name that “publicly let go of their entire internal seems to be a “steady stream of new business,” that Jordan Fox, head of Laundry Service, says “it’s agency.” He says the agency did not respond to the “massive pitches” have been put on hold. weird” that pitching remotely has come so naturally. request for proposals. “We thanked them for think- Ann Billock, partner at consultancy Ark Advi- Fox says the agency has had to master every web ing of us, but it did not feel right,” he adds. sors, says there are still “a fair number of pitches conferencing platform to adapt to client preferenc- Schneider says having a diversified client base out there.” She says Ark Advisors recently conclud- es. “Zoom is the most prevalent in the marketplace,” has allowed him to make those tough calls and still ed a media review for one client and is involved in he notes, but of course if the client prefers Google feel confident in the stability of his agency’s finan- a media review for another. She declined to name Hangouts, WebEx or any other platform, the agency cial state. them but said they operate in the financial services has to be able to work in those too. and destination sectors, respectively. “In certain ways, it’s done exactly the way we

Illustration by Ad Age Ad by Illustration “They were both launched prior to the pandemic did it before,” he says. “We put together a team,

Important to Important People 13 P012_P014_AA_20200504.indd 13 MASTER 4/30/20 6:22 PM FCB New York won Mike’s Hard Lemonade creative business outside the U.S. and Wavemaker won Novo Nordisk’s U.S. media account in remote pitches.

plan and present. That fundamental sequence is un- build a microsite around it, so “clients can go deeper changed. Coordinating the work and presentation than what they saw in the video.” She says the “We decided early on itself is a bit of a different animal in the pandemic agency also tries to coordinate backdrops to include not to do presentations era. We always rehearsed for pitches, but we have to the company logo or client-specific backgrounds. “If do it much more rigorously now.” it’s a food and beverage company, we’ll maybe have but conversations; we’re Fox says “much more care and thought goes into a food-related background; things like that to spark not screen-sharing but the pitch prep” now. Before each presentation, he some conversation,” Devlin says. says Laundry Service delegates who on the team Brian McPherson, Goodby Silverstein & Partners just talking to [clients], will have what responsibilities. Who will man- managing partner, says the agency decided to go and I think that’s really age the slides? Who will lead the discussions? He bold and entirely forgo the standard presentation notes that everyone involved has to test their WiFi (no PowerPoint slides or credential decks) in a helped us.” strength and ensure they can be seen and heard on recent new-business pitch. Brian McPherson Goodby, Silverstein & Partners the video. “We decided early on not to do presentations but “Generally you go through the presentation, top conversations; we’re not screen-sharing but just to bottom, a couple of times,” Fox says, “while still talking to them, and I think that’s really helped us,” always leaving room for spontaneity.” McPherson says. “It promotes better connections He says Laundry Service hasn’t run into any tech- and a better discussion.” nical difficulties on a new-business pitch yet. What He adds, “I haven’t seen a lot of agencies’ pitch has proved to be challenging, Fox says, is not being decks, but I would imagine they are remarkably able to observe body language and facial expressions similar.” of the brand marketers the agency is pitching. “What we learned early on with virtual pitching Changes that might stick is you can’t read the room and adjust,” says Virginia There are some tweaks in the way pitches are being Devlin, co-CEO of Current Global. Devlin says Cur- carried out that agencies hope will last. rent Global, part of IPG, also has been planning for While some have felt the presentations have be- pitch presentations more rigorously now than they come more standardized, TBWA\Chiat\Day’s Reyes had in the past. says the overall pitch process right now feels less so. “Each pitch has a pitch lead,” Devlin explains. “There’s more flexibility,” she says. “Meeting “That person is the default person to pick things times used to be when they needed to be. Lines are off to other people, determine who else is best to blurring a bit. There’s more openness to where each answer [during the presentation] and who helps other is at. The process doesn’t feel so rigid. It feels orchestrate everything.” kinder, and more around partnership than price.” Devlin says the agency will run through a pre- According to a recent study by ID Comms, agen- sentation usually two to three times prior to the cies are less likely to participate in cost-driven re- actual pitch to make sure everything runs smoothly; views in the current environment. The study, which videos and slideshows are working; and that every- collected responses from 80 agency leaders, also one knows their role. She says this detail is neces- found that shops are seeking more “streamlined” sary to ensure “we’re not jumping in on each other,” pitch processes to ensure their time and resources but it has made the process “a little rigid.” are not being wasted. “There seems to be generally more understand- The art of standing out ing on both sides,” says Reyes. “What was once a As they enter web conferences with structured and long and arduous process, we’re finding doesn’t rehearsed pitches, agencies are finding it most chal- have to be that way. I’m liking what I’m seeing, lenging to stand out from the pack, since clients are honestly. Mainly the trend is how to get to decisions inundated with video presentations that probably more quickly. If that can stay post-COVID-19, that all end up looking and feeling the same. would be fantastic.” Devlin says Current Global typically will include

a 45-minute video for the presentation, as well as Nordisk Nova Lemonade, Hard Mike’s

14 Ad Age May 4, 2020

P012_P014_AA_20200504.indd 14 4/30/20 6:22 PM Advertisement

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Important to Important People 15

aa_POTM_housead_20200504.inddAA014598.indd 1 15 4/30/20 2:513:25 PM of user-generated, stock-filled, emo-monotony that have marked many recently created spots. The agency and production company pulled it off through what in other times would be an unconven- tional production process that involved providing shooting kits to talent (or those living with them) so DOING they could film themselves at home. They also creat- ed a remote video village, involving multiple simul- taneous Zoom calls, whereby the production team, agencies and clients could be there as the shoots occurred. “It was like a ‘Matrix’ of production,” says division7 Managing Director Kamila Prokop. “Each piece was feeding into each piece.” THEIR The spot “represents a great moment where you can see how production creative is more than a commoditized skill,” says de Greve. “That took creativity that was differentiating.” It’s quite a feat for these times, but commercial production companies have been reinventing their HOMEWORK remit for years now. In the past, their domain had largely been confined to TV spots, but they are now being called upon to realize all kinds of ambitious Just before the country went on lockdown, CVS was ideas, whether it’s a video game, a long-form film, Commercial prepping a new beauty brand campaign with agency an experiential idea or even pulling off an entire production shops Standard Black. The new spots were to build on the Broadway play (as in the case of last year’s “Skittles retailer’s “Beauty in Real Life” premise with scenes Commercial: The Broadway Musical,” produced by under lockdown featuring women getting glammed up in their homes. division7’s sibling Smuggler). find enterprising But soon after CVS Health Senior VP and Chief Mar- And while production firms have had to become keting Officer Norman de Greve signed off on the idea, even more inventive with limited resources during ways to create the lockdown hit. the pandemic, they are among the most hard-hit. campaigns As COVID-19 raged, production across the enter- tainment and commercial worlds came to a halt for Keeping the lights on By Ann-Christine Diaz the foreseeable future. It seemed impossible to cre- Since the coronavirus crisis began, the Association of ate a spot that would require a director, cinematog- Independent Commercial Producers, the nonprofit or- rapher, makeup artists, production designers and ganization that supports the commercial production other crew to gather in close proximity alongside industry in the U.S., has been holding massive Zoom talent, agency and clients. But with a little ingenuity meetings four times a week to help assist production from Standard Black and its production partners, and post-production firms during the crisis. Accord- L.A.-based division7 and directing team Similar But ing to AICP President and CEO Matt Miller, one of Different, the brand was able to produce something the biggest issues weighing on the shops remains the remarkable—an ad that looks nothing like an ad “diminished amount of revenue coming in. How do created during the pandemic. you keep the lights on and doors open?” he says. The final spot features spirited scenes of women In late March, the AICP conducted a survey of primping at home and playfully performing their more than 500 of its members about their con- beauty rituals, all set to a bouncy track. The pro- cerns. Most pressing was the issue of outstanding duction value is high-end, with lighting just right receivables. Twenty-eight percent of the companies Top, from left: CVS provided shooting kits to and photography crisp and controlled. Transitions reported that they are owed in excess of $1 million; talent for its “Beauty in Real Life” campaign; from scene to scene are artfully seamless. The final another 23 percent are owed between $500,000 and the director of photography for Zillow’s ad filmed his own family; the Snuggle ad from spot stands out for being polished, upbeat and, in a $1 million; and 16 percent reported they are owed Biscuit Filmworks was also a family affair. sense, refreshingly “normal” compared to the sea between $250,000 and $500,000. Another 18 percent

16 Ad Age May 4, 2020

P016_P018_AA_20200504.indd 16 4/30/20 6:29 PM MASTER said they are owed between $100,000 and $250,000; For an ad for Zillow, agency Fig worked with pro- Outside of traditional production companies, the remainder was owed less than $100,000. duction firm The Mill and director of photography there are agency and network dedicated firms As the virus started to take its toll in the U.S., Joe Victorine, who shot his own house and family like Hecho Studios, part of MDC’s constellation some of the industry’s production shops were brac- working and schooling at home. Wieden+Kennedy collective. It has been optimizing its processes to ing for a major impact and the likely scenario of not worked with production company PrettyBird to fulfill diverse production needs, says Chief Content seeing revenue for the next three months or more. create Uber’s spot encouraging users to not patron- Officer Tom Dunlap. These range from production “When you think about production companies as ize Uber due to social distancing, a process that to editing and finishing, with the ability to also tap small businesses that aren’t owned by big holding required recruiting directors around the world to a pool of global talent around the world for direct- companies, and mid-size shops that have 12 to 16 capture their own lives at home. Last week produc- ing projects. Among the shop’s jobs were spots for employees and nice offices, not seeing any revenue tion company Smuggler united the cast members of Cloudflare,Tr uth and the National Football League’s for 90 days is a real challenge,” says Diane McArter, the musical “Sing Street” from around the world in stay-at-home PSA that showed former and current founder of one of the industry’s high-profile produc- a benefit performance streamed on Facebook Live, players keeping themselves occupied while shelter- tion firms, Furlined, home to top directors including after the show’s Broadway debut had been post- ing in place. Dougal Wilson, Speck and Gordon and Martin + poned due to the virus.. Lindsay, directors of the award-winning New York And Coors Light debuted an ad that positioned Post-pandemic prep Times campaign from Droga5. beer as a pandemic coping aid throughout U.S. When they’re not attempting to come up with ways “It’s a tough time to be a company owner,” says history. The team at DDB Chicago used stock footage to shoot under current restrictions, shops have been Shawn Lacy, co-founder, partner and managing di- and brand archival photography that comes to life busy trying to book jobs and prep for work that they rector of Biscuit Filmworks, another top production through VFX and animation. According to DDB hope will flood in during once restrictions are lifted. shop with an A-List roster that includes company Worldwide Chief Creative Officer Ari Weiss, the Some companies are still in the process of apply- co-founder Noam Murro, Errol Morris and Steve project was incredibly ambitious given the quaran- ing for Paycheck Protection Program loans, while Rogers. “It’s been quiet because we are traditional- tine restrictions and a tight time frame, as the ad was others have already received funds to get them ly a live-action company. I’m hoping we’re going to created in response to a social post of a 93-year-old through the current crisis. “We are lucky to have be able to get back to shooting in July.” woman, Olive Veronesi, who had shared a picture of made headway with some of the relief the govern- In this strained environment, booking a job herself with a sign asking for more beer (an image ment has put into play to enable us to keep our small is becoming even more difficult and competitive. that appears in the final scene of the spot). team together,” says Furlined Executive Producer “We’re jumping through more hoops than ever “We needed a production partner that could Ben Davies. before,” says Biscuit Executive Producer Holly Vega. bring a fresh look to historic footage because the Companies are also anticipating what restric- “When they’re asking for all this user-generated very premise of the idea was grounded in the truth tions the near future will bring when live shoots stuff, they’re asking in addition to getting on a call that beer has historically helped America get resume. “The one big question mark for everybody and doing treatments, ‘Can you shoot a test?’ It’s an through tough times,” Weiss says. DDB worked with is what are our sets going to need to look like to keep alarming trend right now. It’s more and more time production company Elastic, founded by Oscar- everybody safe,” says Sarah McMurray, partner to put into trying to win the job. Is that going to be a winning editor Angus Wall, creator of the opening and executive producer at Hey Wonderful, home to new precedent when we all come back?” title sequence of “Game of Thrones.” directors including Ellen von Unwerth, Sam Spiegel “Angus’ “storytelling ability, his mastery of and Sam Cadman. The need to innovate mixed media and animation prowess gave us confi- To help shops prepare, the AICP recently put out Through it all, production shops have continued dence that he and his team could execute this proj- a set of guidelines for the industry to consider. It to innovate. Along with the CVS shoot, production ect beautifully,” says DDB Chicago Creative Director includes recommendations on everything from san- companies have provided a host of novel solutions Chris Walker. itation to scheduling, as well as specific guidelines to creating ads under extreme restrictions. Last for an array of departments including art direction, month, TBWA/Chiat/Day worked with Biscuit Film- Live action and other alternatives casting, craft services, wardrobe and unions.. works’ director Aaron Stoller to create a story-driv- Traditional live-action production is still possible. “As government restrictions start to loosen up, en ad for Snuggle that depicted a family doing just Shoots are still permitted in certain Scandinavian there’s still an element of physical contact risk and about everything in its laundry room. While the countries and Australia, where lockdown rules are unknowns about this disease we still don’t know mother works at her laptop, three boys play in the less restrictive. In Sweden, production company a lot about,” Miller says. “Everyone’s got to pay foreground (one gives himself a quarancut). Stoller B-Reel Films, with offices in the U.S. and Stockholm, careful attention because there will be pressure to shot the whole spot in his own home, tapping his has 18 directors who can shoot, though a number get out and shoot, but just because you can doesn’t wife and three youngest sons to be talent (one of safeguards still need to be followed with on-site mean you should. The first thing everyone needs to sacrificed his own ‘do for real) while his eldest son production restricted to no more than 50 crew look out for is the health and safety of employees, helped with the shooting. members. cast, clients, agencies—everyone involved.”

Important to Important People 17

P016_P018_AA_20200504.indd 17 4/30/20 6:29 PM MASTER 10 CREATIVE TRENDS IN THE TIME OF CORONAVIRUS From logo spacing to montages, here’s a rundown of what we’ve seen so far and our take on each one

By Alexandra Jardine

Clockwise from top left: Doner used solo shooting for a PSA applauding Detroit’s lockdown; Zoom backgrounds simulated smart home offices; one of IKEA’s downloadable activities; McDonald’s and other brands added space to their logos in support of social distancing; brands turned to user-generated content and social media for footage; and making use of ‘wasted’ billboard space.

It’s been about six weeks now that we’ve been shelter- copywriting, the possibilities are endless. Brand er London created a campaign with lighthearted ing in place. Though agencies, brands and creatives messages also have potential to stand out as con- copy, simply thanking key workers, to run across have been deprived of their usual resources, that sumers may already be familiar with the content. U.K. billboards donated by Outsmart. Snack brand hasn’t put a damper on their ability to create. Here’s a Emily Crisps made fun of the timing of its outdoor look back at some of the ideas that the pandemic has 4. Solo shooting campaign with copy pointing out that nobody would inspired so far—and which ones should be put to rest. An ad for domestic abuse charity Women’s Aid, see it “except one runner and a pigeon.” showing empty London streets to highlight that Verdict: With PR and social amplification, you 1. Logo spacing violent partners are at home instead, was filmed by can make an impact. Risk: You might go unnoticed. We saw creatives and brands add “social distanc- several creatives, as well as the director, going out ing” to famous logos to encourage people to do the and shooting solo footage. Audi used four different 8. Artworks, remade same. McDonald’s was one of the first brands to offi- cars to create scenes for a four-hour virtual roadtrip Several creative campaigns have turned to famous cially do so; in Brazil, it separated the golden arches to keep give viewers on lockdown a glimpse of the artworks for inspiration. One campaign by Bay in a social media post that was later removed after great outdoors. Doner created an ode to Detroit Area creatives Jeff Roy and Drake Paul put famous being pilloried by the likes of Bernie Sanders, who using footage of the city’s ghostly empty roads. artworks into quarantine. We’ve also seen “socially questioned how the company was treating its own Verdict: An inventive way of complying with distanced album covers” and remakes of famous TV workers. Others to hop on the bandwagon included social-distancing rules. But it’s labor-intensive, and and movie posters. Coca-Cola, Volkswagen, Audi and the ANA. you’ll need the right equipment. Verdict: Huge creative possibilities here, and Verdict: Initially, it was a fun creative exercise. cultural recognition of these famous images will But it opens brands up to questions about whether 5. Zoom backgrounds likely score some hits. However, these are starting they’re contributing anything substantial to the Interiors brands like West Elm and Farrow & Ball to look like a mere exercise in Photoshopping skills. crisis efforts. Also, we got the point—really quickly. jumped on the bandwagon with Zoom backgrounds designed to smarten up your home office decor. But 9. Home is good 2. Found footage and user-generated content you can also choose Jaguar Land Rover for exciting An Uber ad encouraging people not to ride shows With shoots off the agenda, brands have turned to off-road adventures or Adult Swim, which will give scenes of people enjoying newfound time with their social media for footage. Facebook’s poetic “Never you scenes from “Rick and Morty.” Burger King of- families. An Freshpet ad reminded us that staying Lost” is a good example, with a carefully chosen fered people a free Whopper as an incentive if they home gives us a chance to reconnect with our furry spoken-word soundtrack adding poignancy to the used its branded background on a video call. friends. Burger King’s “Stay Home of the Whopper” photojournalism and social media content. The Verdict: A fun quick-hit for brands, but it’s a bit ad turned couch potatoes into “couch pot-atriots.” BBC’s effort, narrated by Idris Elba, follows a similar like ringtones—how many do we really need? Verdict: Tread carefully. Your ideas could draw outline. But the format has been parodied by Sa- attention to the “wrong” things. A fast-feeder tell- mantha Geloso’s “Hey we’re a brand” and Microsoft 6. Download and print out ing people to eat junk food while stuck to the couch Sam’s supercut of every single COVID commercial. Ikea designed a free, downloadable coloring book may not be the best idea when obesity is thought to Verdict: With the right editing, music and selec- for kids. Adobe tapped a range of artists to create contribute to coronavirus complications. tion of footage, it can be suitably uplifting/heart- dazzling designs to download and print. Wie- warming. Yet, there are already too many montages. den+Kennedy made its “stay home” campaign for 10. ‘In-house’ Oregon available to everyone by letting them down- Nike made a spot showing athletes including LeBron 3. Repurposing old content load it and place it in the windows of their homes. James and Sara Hughes training in their kitchens, The BBC did it to good effect for its coronavirus Verdict: Gives bored consumers something to basements and hallways, while in the absence of a PSAs, picking classic scenes from comedies that do. But there are plenty of non-branded options out real Olympic Games this year, NBC is showcasing sum up the current situation. IKEA also repurposed there, so make sure yours is worth the crayons. Olympians working out at home. a 2017 spot showing people enjoying their homes Verdict: It’s only a matter of time before for a PSA that encouraged people to reconnect with 7. Making use of wasted space directors get more creative in their living rooms. their indoor spaces during lockdown. All those billboards are going to waste, so outdoor But we’re all looking forward to seeing the great Verdict: Cheap to produce, and with some clever media owners are finding ways to fill them. Moth- outdoors again before too long.

18 Ad Age May 4, 2020

P018_AA_20200504.indd 18 5/1/20 6:08 PM Opinion

By now I’m sure you’ve seen the COVID-19 ad compilation video that WE’RE some smartypants put together. It’s more than three-and-a-half minutes HERE of heartstring-pulling piano under assorted, sincere voice-overs from some of the biggest (and smallest) FOR YOU brands, all repeating the same six or seven phrases. A remix of “In these In these uncertain uncertain times,” “We’re here for you,” “Thank you” and “We’re in this times, cue the together,” as if all 50-plus spots had heartstring- been auto-generated from the same refrigerator magnets. pulling piano I chuckled, eye-rolled and swal- lowed hard when I watched. Because By Jennie Moore I had written those very words myself last month. I’m so glad we didn’t produce that spot. But in retrospect, I also don’t feel bad for writing it. See, there’s a reason everything from a month ago looks and sounds the same, beyond the obvious pro- BIG IDEA: We don’t know WTF’s and did make me feel better when duction/budget/timing limitations. going to happen, either. I saw them in full. And we were all And it’s not that we’re living in a doing the best we could, with the fear dystopian universe or that all brands TONE: From the heart. There’s no that hung in the air and the messages are greedy suckholes trying to profit other option. that were sincerely coming from our off our uncertainty, or even that we hearts. We were all saying the same creatives are unoriginal hacks who CONSIDERATIONS: No one can go things because we were all feeling need to “try harder.” anywhere. If you do, you or a loved one similar things. Here’s the reason: Life gave us all might die. But don’t mention this. And now our jobs, as always, are the same brief. And it looked some- to take these experiences and say new thing like this: MANDATORIES: Thank the people things in new, more original ways. Go who are helping keep us all alive. back and try again, with perhaps a COVID-19 Response Ad Brief little less fear, a little more time, and Clients: All of them SCHEDULE: On air tmrw. Sooner if a new perspective we didn’t have six Mid-March 2020 possible. People need reassurance. weeks ago. Hopefully humor makes Including us. an appearance again soon. Heartfelt SITUATION: We’re all currently piano tracks take a slight break. And f*cked. We don’t know how long we’re So yeah. We all wrote the same the word “together” goes on hiatus going to be f*cked. things. And while doing something until at least October. different and unexpected is usual- No matter what happens, at least ASSIGNMENT: Create an ad that ly our goal, I want to give us all a we’ll know we’re all in this ... ya know, helps us overcome our feelings of collective pass on last month. Let’s be simultaneously and collectively. helplessness, and maybe assures our kind to ourselves just like we should P.S. A big shout-out to all the folks customers the world isn’t ending/they be doing with almost every other still keeping us alive. aren’t f*cked. aspect of our lives, from dealing with anxiety to homeschooling to wearing TARGET: Anyone needing reassur- anything professional on the lower ance that they aren’t f*cked, and if half of our bodies. Jennie Moore is creative director of they are, at least they’re not alone. Some of the spots in that compi-

iStock Wongdoody lation were poignant and beautiful

Important to Important People 19

P019_AA_20200504.indd 19 5/1/20 2:15 PM CUSTOM CONTENT 10 COMPANIES THAT GET FAMILY LEAVE RIGHT

BY AD AGE STUDIO 30

A year ago, Ad Age and our part- ners at Facebook assembled The List—an advocacy group of 31 advertising, marketing and media industry leaders—at the Modern restaurant in New York to meet for the first time to map out exactly what they stood for and what they wanted to accomplish in the months ahead. After a spirited and wide-ranging debate about issues including climate change and sustainability, social media’s detrimental effects on mental health, and diversity and inclu- sion, the members—from brands and agencies including Walmart, PepsiCo, AB InBev, KFC, Kevin Hart’s Laugh Out Loud, Anomaly, Walton Isaacson and Feeding America—decided that they want- ed to focus on raising awareness about the importance of parental leave not just for employees but for companies as well. The List meeting at Bluebird London NYC during Advertising Week, September 2019

Over the past 12 months, The List spread its message to Cannes, Advertising Week, Sundance and York; Mike Rothman, CEO and allows employees to take time to Program guides employees and even Davos; collaborated with co-founder of Fatherly; and Dia care for a seriously ill, injured or their managers before, just after groups including The Female Simms, former president of Combs disabled relative or loved one. So returning from, and one to five Quotient, the Boston College Enterprises and now CEO of BRN they’re well above the mean for years after a parental leave. Center for Work & Family, The Group—convened the way most that,” Rothman says. “They offer a Judge’s comments: “BDO con- Mom Project and the National of us do: on a Zoom video call. childcare reimbursement ben- sistently gets named as one of Partnership for Women & Families; Using criteria compiled by Fatherly efit to help offset some of those Working Mother’s Best Companies and launched the Ask About It at Work, a certification program expenses for working parents. for Dads and as one of the campaign, which encouraged con- and digital platform that assesses They also offer a concierge referral National Association for Female versations among employees and the benefits for working fathers service for childcare and eldercare Executives’ Top Companies for their supervisors and HR repre- at some 40,000 companies, the needs. They’ve been making con- Executive Women,” says Butler. sentatives about corporate family judges selected the 10 Companies sistent strides year after year, and “BDO has stepped beyond pa- leave policies. That Get Family Leave Right: they’ve always been on Fatherly’s rental leave to create a balanced top 50 list.” environment and can be used As COVID-19 spread around the Bank of America as a model for other businesses country and most of the popula- Headquarters: Charlotte, N.C. BDO USA looking to adopt more inclusive tion began to shelter in place and No. of employees: 208,000+ Headquarters: Chicago changes in their policies.” work from home, the core issues Noteworthy benefits: 26 weeks No. of employees: 7,330 of The List’s mission resonated of gender-neutral leave for both Noteworthy benefits: Minimum Deloitte US even stronger in our society. The primary and secondary caregivers, of nine weeks fully paid materni- Headquarters: New York judges panel—Ricky Ray Butler, 16 weeks of which are fully paid; ty leave after one year of service; No. of employees: 100,000+ CEO of Branded Entertainment parents can take their leave at any minimum of two weeks fully paid Noteworthy benefits: Supportive Network; Meredith Guerriero, head time during the first year of a new paternity leave after one year of workplace for parents returning of U.S. partnerships at Pinterest; child’s arrival. service; offers backup childcare to work with initiatives like the Bianca Guimaraes, SVP and Judge’s comments: “They provide when regular childcare isn’t avail- Encore Program, which enables creative director at BBDO New paid family caregiving, which able; Parental Transition Coaching a smooth transition back to work

20 Above photo by Sean T. Smith; panel images courtesy judges Ad Age May 4, 2020

AA014599_lt.indd MASTER 4/30/20 2:48 PM through mentoring, coaching for parents who to take kids to as designated by their physician; THE LIST and a personalized development doctor’s appointments, pick up benefits can be used for up to one JUDGES PANEL plan; a program providing eligible kids from school, attend school year after the arrival of the child professionals with up to 16 weeks or after-school events, etc.,” says and can be split up as needed; of fully paid family leave to support Guerriero. provides adoption assistance and a range of life events impacting pays for egg freezing, fertility test- professionals and their families; a Liberty Mutual ing and gene testing. generous paid time-off program Headquarters: Boston Judge’s comments: “The fact that with an average of 30 days, plus 13 No. of employees: 45,000+ they have almost a 100 percent firm holidays; surrogacy and child- Noteworthy benefits: 16 weeks return rate for new parents is a care subsidies; backup childcare; of paid leave for birth mothers startling and impressive statis- fertility and adoption benefits. and eight weeks for fathers and tic,” says Simms. “They also have Judge’s comments: “Well-being adoptive parents; flex working for access to a company called Cleo, a is a core part of their culture,” says all employees; coverage for surro- female-founded organization that Guimaraes. “You can see who the gacy services and up to $20,000 offers parents 24/7 support and true heroes are once they support for eligible surrogacy expenses; a resources about early childcare you after an important life event $20,000 adoption subsidy and a development, a phone hotline, has taken place. They have good $45,000 (lifetime maximum) fertili- lactation consulting, night doulas transition periods for both primary ty benefit that has no eligibility and even estate planning.” care providers and well secondary requirement of an infertility diag- care providers.” nosis; legal services for employees Salesforce with no deductible, co-payment Headquarters: San Francisco eBay or claims form for services such as No. of employees: 50,000+ Headquarters: San Jose, Calif. undertaking adoption or surroga- Noteworthy benefits: Primary No. of employees: 13,300 cy or preparing a will or trust. caregivers receive 26 weeks of Noteworthy benefits: 24 weeks Judge’s comments: “Liberty paid time off; secondary caregivers of paid maternity leave; 12 weeks Mutual ranks highly for all the receive 12 weeks of paid time off at of paid paternity leave; 12 weeks of criteria that Fatherly measures,” 80 percent of on-target earnings; paid family care leave; 12 weeks of says Rothman, “but they stand out “gradual return to work” schedule paid medical leave. even more because they provide of four days per week is offered for Judge’s comments: “The thing many of the same benefits to four weeks; up to $10,000 adoption that stuck out the most to me was hourly and part-time employees, assistance; 90 percent coverage they offer all of these leave policies including health insurance, paid of up to three Smart Cycle fertility to both full-time and part-time parental leave and paid sick leave.” support for employees or partners; employees,” says Butler. “I hadn’t backup child care plans; discounts even thought of this before. I’m Nvidia and perks on babysitting services, going to assume that if someone Headquarters: Santa Clara, Calif. camps and more. has a part-time job, they proba- No. of employees: 16,500 Judge’s comments: “First off, 26 bly have a couple of jobs. Maybe Noteworthy benefits: 22 weeks weeks of paid time off is pretty they’re people who are struggling. of fully paid leave for birth moth- amazing,” says Guimaraes. “And Being able to have this type of a ers; 12 weeks of fully paid leave for they have a wide variety of child- resource for people that maybe fathers and adopted and foster care options via Bright Horizons, they can’t justify giving a full-time parents; all new parents receive an including Little Ohana, located at job to is pretty amazing.” additional eight weeks of flex time Salesforce West. They’ve also part- to work from home or additional nered with Milk Stork to provide IBM hours; new parent education sti- breast milk shipping services for Headquarters: Armonk, N.Y. pends to support groups; no-cost traveling mothers.” From top: No. of employees: 350,000 new baby kits; virtual or in-office Ricky Ray Butler, BEN Noteworthy benefits: Up to 20 doctors’ visits; and a concierge ser- S&P Global Meredith Guerriero, weeks of paid leave for birth moth- vice for daily errands and tasks. Headquarters: New York Pinterest ers; fathers, partners and adoptive Judge’s comments: “Nvidia has No. of employees: 23,000 Bianca Guimaraes, parents are eligible for 12 weeks of been ranked on Fatherly’s top Noteworthy benefits: Full-time BBDO New York paid leave, taken any time during 50 companies since 2017,” says and part-time (at least 20 hours Mike Rothman, Fatherly the first year after the child’s birth Guerriero. “The company offers ev- per week): 20-week minimum pa- Dia Simms, BRN Group or adoption; reimburses employ- ery kind of program new parents rental leave for all parents, through ees up to $20,000 for adoption could want, but more important, birth, adoption, surrogacy or or surrogacy expenses; Special both fathers and mothers take ad- foster; two weeks paid global sick Care for Children Assistance Plan vantage of these benefits—which leave, care leave; $25,000 worth of provides reimbursement up to means ‘family first’ is truly part of adoption assistance (U.S.); support $50,000 for applicable services for their culture.” for fertility treatments. children with mental, physical or Judge’s comments: “I’ve known Studio developmental disabilities. Reddit so many couples who’ve gone 30 Judge’s comments: “In addition Headquarters: San Francisco through adoption, and it’s really Ad Age Studio 30 is a to excellent leave, the company No. of employees: 600+ custom content studio expensive,” says Simms. “Being that specializes in the goes the extra mile with benefits Noteworthy benefits: 16 weeks of able to get support for adop- creation of paid content like designated parking spaces at paid bonding leave for birth, non- that resonates with the tion assistance really stuck out. Ad Age audience. To IBM offices for expectant mothers, birth, adoptive or foster parents; Twenty weeks of paid leave for inquire about Ad Age breast milk delivery services for an additional 6-17 weeks fully paid Studio 30, email part-time employees is also very James Palma at traveling mothers, and flex time disability leave for birth mothers meaningful.” [email protected].

Custom Content 21

AA014599_rt.indd 4/30/20 2:49 PM Opinion In any event

EXPERIENTIAL MARKETING 2.0 3 factors brands must address to reboot live events and activations

By Zev Norotsky

The desire for experiences is driven by the human need to be connected to social, professional and personal communities.

With our inboxes flooded with more or less stayed on the sidelines to ducers must consider before activa- solicitations for a myriad of offerings witness an really interesting par- tions resume. This task force needs to that range from a virtual festival, adigm shift of our collective con- think about how to integrate tactics face masks and gloves and even science. Our lives are now dictated including staff isolation, antibody custom-branded Zoom backgrounds, I by an almost surreal sense of togeth- testing, temperature readers and found myself reflecting on the impact erness while apart. I want to explore general hygiene standards. all of this will have on the broader that against the lens of “Experiential experiential marketing industry. Marketing 2.0”. The explosion of virtual events It feels as if everyone is talking bodes well for agencies and brands about how to pivot their businesses, Consumer attitudes and aspirations Finally, we must examine the ramifi- but I want to guide the conversation have never been more uncertain cations of virtual and livestreaming, toward what events and activations First and foremost, we have to explore how these tactics have risen to promi- might look like when they return. the psychology of gatherings and nence during quarantine and what key I have been focused on what I’m what this means for event plan- learnings can be leveraged for broader calling “Experiential Marketing 2.0”— ners. There are a lot of outstanding event amplification. What was once an evolution of the industry that fuses questions both from a scientific and a relatively underutilized content psychology, safety requirements and human perspective that need to be solution now helps define the metric scalability. It reinforces the notion considered. I believe our underlying by which all events should be mea- that humans will always crave inter- desire to be connected to social, pro- sured moving forward. This is truly a personal connection and perhaps even fessional and personal communities watershed moment for the industry. provides some guided optimism for will prevail. While it’s an extremely fragmented the future of this industry. A recent study showed that, once space, the fact remains that we will all When I think about the power of the pandemic ends, fewer than 50 need to consider and enact elements this discipline, I inevitably come back percent of individuals expect for of broadcast into our event plans to to a remarkable quote from Maya things to go back to normal. This ensure reach and, in many cases, sub- Angelou. It always makes me value is just one set of data, but I think it stantiate ROI for brand partners. the foundational principles of event reflects the general trepidation about Collectively, this “Experiential marketing: resuming normal behaviors—­ visiting Marketing 2.0” framework establishes “I’ve learned that people will for- restaurants and movie theaters and a new paradigm for event marketers. get what you said, people will forget attending concerts, sporting events, It will require us to think differently what you did, but people will never conferences and special events. about why and how we activate, but forget how you made them feel.” will hopefully still allow us to influ- On average, brands commit almost We must proactively develop ence consumer behavior and emotion- one-fourth of their total marketing standard operating procedures al connections via a purpose-driven, budgets to experiential, a massive Second, we need to explore health highly engaged, and of course, live global industry that generates billions and safety measures required to carry experience. of dollars in value. When done right, out these initiatives and what they I remain dogged in my belief that experiential has historically served as a mean for agencies and vendors. A we will one day be able to resume model for driving awareness, consider- new system of best practices must be event marketing, and expect there to ation and trial, as well as a prime back- integrated, and I envision some sort be even more progress made in the

Zev Norotsky is CEO & drop for digital and social engagement. of task force dedicated to our industry near future as we march toward a new

founder of ENTER Over the last few weeks I have that will need to establish what pro- normal. iStock

22 Ad Age May 4, 2020

P022_AA_20200504.indd 22 5/1/20 2:14 PM Creativity Pick Celebrating 90 years of Advertising Age

President & Publisher Joshua J. Golden Associate Publisher, General Manager, Marketing & Brand Heidi Waldusky

Editors Sales Executive Editor General Manager, Revenue Judann Pollack James Palma Managing Editor Senior Manager, Client James Flachsenhaar Partnerships Alex McGrath Managing Editor, Digital Senior Manager, Client Alfred Maskeroni Partnerships Brent Rupp Assistant Managing Editor, Manager, Client Partnerships Marketing E.J. Schultz Jon Ronga Manager, Client Partnerships Ad Age Studio 30 Kelsey Slater Editor John Dioso Associate Director, Activation Emily Chiang Datacenter Activation Manager Colleen Mills Director, Data Analytics Bradley Johnson Product & Technology Director, Data Management Kevin Brown General Manager, Product Kevin Skaggs Senior Research Editor & Technology Catherine Wolf Associate Digital Producer Yael Gamson Editors at Large Marketing & Brand The Media Guy Simon Dumenco Associate Director of Angela Lucas Personal Products/Research Marketing Jack Neff Integrated Marketing Manager Emma Jarry Editorial Beat Sheet Marketing Coordinator Katie Roy Creativity Editor Ann-Christine Diaz Conferences & Events Associate Creativity Editor Alexandra Jardine Head of Events Tina Marchisello Social Media Editor Ilyse Liffreing Director, Event Marketing Nicole Nelson Senior Reporter, Retail & Arianna Nacci Finance Adrianne Pasquarelli Manager, Events Senior Editor, Media & Advertising Production Technology Jeanine Poggi Agencies Lindsay Rittenhouse Prepress/Production Director Senior Editor, Events Simone Pryce Anna Sekula Associate Creativity Editor I-Hsien Sherwood Ad Tech, Ad Fraud, Search George Slefo Tech, Social Garett Sloane Food Jessica Wohl

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Date Apr 28, 2020 Client Coors Light Agency DDB Chicago Printed in the U.S.A.

Important to Important People 23

P023_AA_20200504.indd 23 5/1/20 2:14 PM 90 years of Ad Age Space suits

1968 1969 1970 1971 1972 1973 1974 1975 1976 June 6, 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986

When ‘Star Wars’ blasted o in 1977 mostly under its own power, studio and agency suits had to defer not only to enthusiastic theatergoers, but to director George Lucas himself.

A long time ago—the summer of by July 1”—and that “ad execs were the product itself from the mar- I FIND YOUR 1977—in a marketing galaxy far, far rushing” to book more ad space and keting geniuses surrounding him: away, “Star Wars” director George time to support a wide release. David “The writer-director ‘fl atly rejected’ LACK OF FAITH Lucas was bound and determined to Weitzner, then Fox’s VP of advertis- research fi ndings regarding theme assume the auteur role for the adver- ing, sounded a bit defeated about the and name, according to a source who DISTURBING tising surrounding his creation. And mad scramble. “Star Wars,” he told agreed with the rejection,” Revett the studio and agency folks he was Revett, could have been “thrown out wrote. “He said Mr. Lucas insisted By Simon Dumenco working with weren’t exactly thrilled on the marketplace like some others, on ‘Star Wars’ despite tests among about that. but we want it to be done gradually in consumers that showed strong disfa- “‘Star Wars’ sudden blast-o up- a sophisticated way.” vor—especially among women—with sets market plan countdown,” reads But of course the marketplace end- the word ‘Wars.’” the headline topping the front page of ed up driving the marketing, instead Fast forward to 2020. Just as Fox the June 6, 1977 issue of Advertising of the other way around, and all the and DDB ultimately had to adapt to Age. “Flying debris from ‘Star Wars’ studio and agency suits had to defer disruption back in 1977, Lucasfi lm appears to have knocked Twentieth not only to ecstatic theatergoers, but owner Disney is having to adjust to Century-Fox Film Corp. and Doyle to George Lucas himself. today’s new normal in marketing and Dane Bernbach o course in their The then-33-year-old director rolling out “Star Wars” (“Star Kerfuf- e orts to employ consumer research had just one previous hit under his fl e”? “Star Disagreement”?). and other package-goods techniques belt—the 1973 coming-of-age comedy And we do mean today—the date to market Fox movies,” our Los “American Gra ti”—and it seems not selected by Disney’s Disney+ to start Angeles correspondent John Revett everyone was ready to buy into his streaming a nine-fi lm Skywalker reported. Best laid plans of jakrabs “Star Wars” marketing vision. “Mr. binge-pack, including “Star Wars: and men. Lucas’ strong position on how the fi lm The Rise of Skywalker,” which is Lucas’ space opera had been given was to be promoted has given rise to getting its release two months ahead a limited theatrical release starting rumors—denied by DDB—that the of schedule to satiate ravenous fans on May 25 of that year, but it was agency is considering quitting the Fox sheltering at home. such an instant sensation that Fox account because of interference from Now glance below and take note of and its agency DDB were forced to the writer-director and the studio the date on this page. rip up their playbook. Ad Age re- hierarchy,” Revett reported. All together now: “May the Fourth ported on e orts to quickly scale the An even more delicious detail be with you.” exhibition schedule—“the movie is from the 1977 Ad Age report has to do expected to be in 350 to 400 theaters with the notes Lucas got regarding

How to contact Ad Age: [email protected]. See our masthead Contents copyright 2020 by Crain Communications Inc. All rights reserved. Ad Age (ISSN 0001-8899) Vol 91, No. 9. Published bi-monthly, with 3 issues in May, June on page 23 to contact specifi c editors and reporters. For subscription and October and one issue in August by Crain Communications Inc. at 150 N. Michigan Ave, Chicago, IL 60601-3806. Periodicals postage paid at Chicago and additional information and delivery concerns, please email customerservice@ mailing o ces. : Send address changes to Ad Age, Audience Development Department, 1155 Gratiot Avenue, Detroit, Mich. 48207-2912. $4.99 a copy, adage.com or call (877) 320-1721 (in the U.S. and Canada) or (313) $109 a year in the U.S. In Canada: $5.00 a copy, $239 per year, includes GST. Mexico $239, All other countries $429, includes a one-year subscription and expedited 446-0450 (all other locations). Advertising: (212) 210-0139. Classifi ed: air delivery. ‘‘Canadian Post International Publications Mail Product (Canadian Distribution) Sales Agreement No. 40012850’’ GST #136760444. Canadian return (800) 248-1299. Library services: (313) 446-6000. News o ces: New address: 4960-2 Walker Road, Windsor, ON N9A6J3. Printed in U.S.A. Four weeks’ notice required for change of address. Address all subscription correspondence York: (212) 210-0100, Chicago: (312) 649-5200, London: +44 (0) 794- to Audience Development Department, Ad Age, 1155 Gratiot Avenue, Detroit, Mich. 48207-2912 (1-877-320-1721). Microfi lm copies are available from ProQuest, 123-7761. For reprints, email Laura Picariello at [email protected], 800-521-0600 or www.proquest.com. Ad Age is available for electronic retrieval on the NEXIS® Service (800-227-4908) and Dow Jones & Co. (800-522-3567). or call (732) 723-0569.

24 Ad Age May 4, 2020

P024_AA_20200504.indd 24 5/1/20 2:13 PM Coming on May 11! Agency Report 2020

Don’t miss this exclusive industry resource packed with business intelligence on agencies, networks and companies

The Ad Age Agency Report 2020 • Agency Family Trees 2020, For a limited time, subscribe is a proprietary ranking and a database of the world’s to Ad Age Datacenter to receive analysis of agencies available from 25 largest agency companies. a free Marketer Profile dossier Ad Age Datacenter, the irrefutable featuring the top five food and resource for who’s growing, • Expanded ranking of agencies beverage companies from the who’s slowing and where the by discipline, downloadable in Ad Age World’s Largest industry is going. Excel format. Advertisers 2019 report—a $1,599 value—as our thanks. An executive summary of the • Revenue and fast facts for report will appear in the May 11 hundreds of agencies. Learn more and subscribe at edition of Ad Age. AdAge.com/getdatacenter Ad Age Datacenter subscribers have exclusive access to the complete online report, including:

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A valuable and entertaining read recommended by Bob Iger, Ralph Lauren and Michael Bloomberg

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The Value of Values

In Leave Something on the Table, Frank Bennack recounts his Texas childhood— a first job at 8, his own television show at 17—that foretold how he would become a CEO at age 46. Bennack makes the case that, in today’s supercharged climate, achievement and commitment are not enough—making this book an invaluable handbook for advancing, as both a professional and a person. Hearst President & CEO Steven Swartz presents Frank Bennack with the trophy signifying his 2017 induction into the Advertising Hall of Fame.

AA014580.indd 1 3/31/20 4:47 PM