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Only Adweek celebrates the inspired inventors in media,
advertising & marketing and technology.


GOLD WINNER 2016: Media, Out-of-Home Media Invention,

The Mosquito Killer Billboard, Posterscope, NBS, Rio de Janeiro
APRIL 3-10, 2017 | VOL. LVIII NO. 10


A New ng?
PLAYERS 13 of 3 million
Media influencers like Galaxy Note 7s
Van Jones are shaping

cost Samsung
the conversation.

B eginn around
$5.5 billion,


according to
Oracle and Accenture’s
rumored merger;
Snapchat direct L AUNCH Y SWANT
response; NBCU ad BY MAR faced pote
ntia lly it
g fl
, S a m su n n a design
buying; board games.
Last fall is as a brand whe -new Ga la x y
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e d b a t c atc h
Why brands could caus s to
a r tphone orked to show u
be the next victims N o te 7 s m s w d
su n g h a ad le a r ne
of “fake news.” then, Sa m ers a like that it h e tr usted
s b
a nd nonu ista kes a nd could n last week in
m a
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Grocery shopping . T h a o w e d
aga in g sh uted
with Food Network
r n e s t , a s Sa msun y S8+. It a lso deb n
ea d G a la x a m p a ig
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yet w ith ner Duck wor th, the nex t
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How the red Solo
cup became a party

Bloomberg’s live events MOOD BOARD The Week in Emoji
D O U G H N U T: P E T E R D A Z E L E Y / G E T T Y I M A G E S

chief Stephen Colvin.

Circus Maximus
wants to brand
the resistance.

The White House
Dinner. BuzzFeed is Intel pokes fun The Honest Company Waze offers
reportedly planning at “crying LeBron” debuts MLB-branded in-app Dunkin’
NEXT ON APRIL 17. an IPO for next year. meme in new ads. diapers. Donuts ordering.

Cloud software
company Oracle has a
market capitalization

Clouds and value of $185 billion. marketing, advertising and digital services.”
In the past year, Accenture has built out its
own creative chops, thanks in large part to two
acquisitions of its own. In November, it bought

Consulting London-based creative shop Karmarama,

and in February it acquired SinnerSchrader, a
500-person digital agency in Germany.

Collide Other analysts, though, expressed strong doubt,

not only because of size. Citigroup analyst Walter
Pritchard recalled that Oracle’s own chairman in
2010 said that buying Accenture would be a bad
WHAT ORACLE’S RUMORED idea—adding that the rationale used then still
ACCENTURE DEAL COULD MEAN applies today. (A separate report from Wedbush
FOR MARKETERS. BY MARTY SWANT Securities mentioned that a “history of failed,
large M&A transactions” in the IT services and
product sectors as well as differences in business
ould the cloud begin to cast a models makes a deal unlikely.) “It’s been difficult, I
shadow on consultancies sooner think, to change that neutral, unbiased posture of
than forecasters expected? a consulting firm that’s recommending products to
After a year of global consultancies clients to them turning into an all red [a reference
acquiring creative agencies and to Oracle] sales force,” said Pritchard.
digital shops to get a better grasp on While marketing execs are keen to blend data,
the marketing industry, a report in the British IT platforms and strategy, an enterprise software firm
press raises an unexpected question of whether merging with a consultancy of scale would be a big
the firewall between CRMs and consultancies will step past historical norms, said Bryan Kennedy,
ever come down. Last week, British outlet The CEO of agency/consultancy Epsilon. “In a dynamic
Register reported that CRM powerhouse Oracle market, there are a number of different business
had hired global specialists to explore a potential models that have the potential to succeed,” he said.
acquisition of Accenture, the Dublin, Ireland-based “So it’s no surprise that we’re seeing companies
consultancy. While most analysts have been quick evaluate alternatives to pursue the opportunity.”
to say a deal of this type or size is highly unlikely, Meanwhile, interest in cloud computing
the prospect of a successful joining of these continues to grow. According to research firm IDC,
companies—or any others of similar nature—would the public cloud market is expected to expand
dramatically shake up the marketing ecosystem and from $95 billion in 2016 to $195 billion by 2020. It’s
shift long-held notions that software companies and also the fastest-growing part of the IT world. In a
consultancies could never exist under the same roof. separate report from Bain & Co., cloud demand is
Both Oracle and Accenture declined to comment expected to account for 60 percent of IT growth
on the acquisition rumors. However, the size of over the next three years. (The report also mentions
the deal alone would make it tough to swallow, that 48 of the Fortune Global 50 companies have
noted Julie Langley, a partner at M&A advisory announced some type of cloud adoption plans.)
firm Results International. Accenture’s market A potential deal between Oracle and Accenture
capitalization is nearly $78 billion, and if a takeover “shows how technology alone is not sufficient for
premium of 25 percent is factored in, the size of the brands to move their business into the cloud,”
deal would be around $100 billion—more than 10 said Michael Osborne, CEO of software player
times the size of any other deal Oracle has done. (For SmarterHQ. “It also requires additional services
example, Oracle, which has a market cap of $185 and manpower, which in the long run is neither
billion, previously acquired PeopleSoft for $10.3 cost-effective nor efficient.”
billion and NetSuite for $9.3 billion.) Marketing technology is still a relatively small
For perspective, Langley pointed to Omnicom’s part of both firms, noted Pivotal Research analyst
attempt to acquire Publicis a few years ago. It was a Brian Wieser. And there could be benefits and
deal that proved naysayers to be correct in guessing drawbacks in Oracle becoming both a services
it would be too large and complex to happen—even and software company, he said, given that services
for an industry with giant holding companies. companies focus more on long-lasting relationships
But if it were to happen, “for the broader while software firms tend to be more transactional.
marketing services industry, however, the rumors “It can be helpful for the two to work closely together
[about Accenture and Oracle] are sounding like to better meet market needs,” Wieser explained. “On
pretty good news and in my view the holding the other hand, a services vendor may benefit from
companies would welcome a deal of this kind,” independence of the software/hardware vendor in
Langley said. “If it were to happen, it would seem order to be able to be seen to objectively pick which
to take Accenture back to its more IT-focused ACCENTURE software/hardware vendors to work with.”
heritage and away from its recent focus on International management For now, though, the industry awaits a deal.
consultancy Accenture
has a market capitalization
4 value of nearly $78 billion. APRIL 3, 2017 | ADWEEK

MOBILE The company believes advertisers will

want to take aim at consumers in what
direct response practitioners call the

Snapchat Ramps Up “consideration stage.”

“We’ve been listening closely to direct
response advertisers,” Sellis revealed.

Data for Downloads He’s listening for good reason: eMarketer’s

latest figures for 2016 had the U.S. app-install
advertising space valued at $5.7 billion.
Facebook has reportedly, at times, seen up
THE POPULAR MOBILE APP IS IMPROVING TARGETING FOR ITS to 20 percent of its ad revenue, which totaled
APP-INSTALL ADS. BUT CAN IT COMPETE WITH FACEBOOK, nearly $26.9 billion last year, from app
INSTAGRAM AND OTHER RIVALS? BY CHRISTOPHER HEINE installs. Google is increasingly a huge app-
install contender, and Pinterest just last week
all Street investors rolled out its own app-install ads system. So,
seem undecided about Snapchat’s competition is fierce.
whether Snapchat is “Right now, Snapchat doesn’t move users
indeed the wave of the outside its own environment, so we would
future or just a flash expect a longer time for user behavior to adapt,”
in the pan. remarked Emmy Spahr, media director at
But one month after its IPO, the SapientRazorfish. “Pinterest, on the other
messaging app’s execs are doggedly hand, actively works across other websites
focused on broadening Snapchat’s and shopping experiences, so users are
appeal to brands—notably direct already engaging with the platform and
response-minded companies. websites—adding app downloads here
“Snapchat has a perfect opportunity would be seen as a value add.”
to become a direct response Spahr’s comments about Snapchat
powerhouse, especially for location- didn’t jibe with a few of its test
based marketing to millennials,” said partners like Pocket Gems, Acorns
David Deal, digital marketing consultant. and Omnicom-owned Resolution
“Though Snapchat needs to mine data Media. As one example, David Rose,
about millennials more effectively to beat director of performance marketing at
Facebook and Instagram.” Pocket Gems, said his brand has seen a
To that end, effective April 3, millennial 1 percent click-through (or swipe-up, in
marketers will be able to zero in on Snapchat Snapchat vernacular) rate. “Given the high
users who are most likely to download their levels of engagement we’re seeing,” he said,
brand’s app, targeting slivers or swaths of the “the results are strong enough to increase
platform’s 160 million users who have shown our app-install budget for Snapchat.”
interest in either the brand or the functionality Whether marketers follow Rose’s lead may
it’s offering. These app-install ads allow the actually depend on Facebook. The digital
marketer to set cost-per-download goals in a
measure that’s designed to get app marketers of
‘Snapchat giant, which also owns Instagram, last week
debuted Snapchat-like Facebook Stories, a
all budgets into Snapchat’s business client pool.
Snapchat, part of Snap Inc., has ramped up
can make a feature its 1 billion-plus mobile users may
adopt in droves. The Snapchat-mimicking
its machine-learning and audience-segmenting
capabilities for app installs since its beta
dent [in direct move brings to mind Instagram Stories,
which has attracted a phenomenal 150
product went live in October—to date, it had response ads], million daily users since August.
offered only rudimentary targeting tools to “Snapchat’s challenge with Facebook
a select number of brands. The new system but it will and Instagram copying features gets to the
charges ad buyers on a cost-per-thousand- users side—the audience size and reach,” said
impressions scale that’s based on auction-style, not happen Cathy Boyle, principal analyst at eMarketer.
competitive bidding. “[It’s a] cost-efficient way “The more [Facebook’s apps] have look-alike
to drive app installs right from Snapchat,” overnight— features—that just continues to put pressure
explained Peter Sellis, Snap’s director of
monetization product. it is going to on Snapchat to continually grow its global
audience. It’s less about its ad-targeting
Also today, brands can serve follow-up
ads (re-marketing, in industry parlance) to have to first capabilities and more about reach.”
And even though app-install ad options
those who have interacted with Snapchat’s
sponsored lenses, geofilters or videos. Such
prove ROI.’ are aplenty with Facebook and Google, Boyle
said, the marketing community “would prefer
behavioral data can be employed to reel in Cathy Boyle there be a third big player.”
everything from a fitness app download, to a principal analyst, eMarketer “Snapchat can make a dent,” she added,
test-drive appointment for an automaker “but it will not happen overnight—it is going
to a shoe purchase via ecommerce. to have to first prove ROI.”

ADWEEK | APRIL 3, 2017 5

D A S H B O A R D > R E C A L I B R AT I N G Y O U R K P I



NBCU’s Audience Targeting
Platform (ATP) combines the

Billion-Dollar Bet Audience Studio’s data assets

with other first- or third-party
data (some of which can be

On Data-Based supplied by clients), and the company’s technology

recommends what clients should purchase across
its portfolio. “We guarantee the delivery of the

Advertising audience segment that is mutually agreed on with

the client,” said Rosen. Previously only open to
limited brand segments in the upfront, it is now
accessible to all clients, in both upfront and scatter.
TRADITIONAL DEMOS. BY JASON LYNCH This option is for clients and
agencies that prefer to use their
For years, buyers have struggled that they crave,” Linda Yaccarino, own data set and make their own
with the disconnect between the chairman of advertising sales and investment decisions, rather than
“inordinate amount of time” they client partnerships for NBCUniversal, have NBCU handle that, as is the case with ATP.
spend defining custom targets and told Adweek last month. First offered six months ago in scatter only, it’s also
audiences for their clients, “and then That $1 billion will be transacted now available in the upfront market.
ultimately, when we go to market, we via NBCU’s Audience Studio suite of
end up buying a Nielsen age/sex demo, offerings, whose data set includes set ADDRESSABLE
The company’s NBCU+ Powered
adults 18-49. It’s entirely disingenuous top box data from Comcast (NBCU’s
by Comcast platform uses
to the front part of the process,” parent company). The dollar amount
the same audience data that
said David Cohen, president, North is “a significant multiple” of last year’s informs national buys and offers
America, Magna Global. data-based transactions, said Mike household-level marketing
While almost all of the TV media Rosen, evp, portfolio sales and strategy, via VOD dynamic insertion
companies have been rolling out NBCUniversal, who explained that in Comcast homes. Because
their own data platforms to the company purposely restricted Comcast is a programmer and a distributor, this is
transact more advertising inventory as it launched its the only opportunity for brands to run addressable
based on metrics outside platforms. “We did not want to ads in broadcast network inventory (on NBC and
of the traditional age rush to the market before we Telemundo); addressable advertising is usually

I C O N S : C A R L O S M O N T E I R O ; YA C C A R I N O : N B C U N I V E R S A L
and gender demos, knew it would work.” restricted to cable network inventory that cable
NBCUniversal is making the But after three years of and satellite companies have access to.
biggest push yet to transition testing the company’s data
brands into making targeted capabilities, “now we feel the MULTIPLATFROM
audience buys. Last month, the training wheels can come off, that AUDIENCE BUYING
company announced it was committing we are ready to deploy this in a truly NBCU’s newest data platform,
$1 billion in 2017 advertising scalable way. That’s what the billion Audience Symphony, expands
inventory to data-based, non-Nielsen dollars represents: this is not test and that same audience-targeting
approach beyond linear and into
transactions in this year’s upfront and learn anymore,” said Rosen.
all the digital, mobile and social
scatter markets. That’s 10 percent of the NBCU’s 10-figure commitment
platforms the company owns, along with partners
$10 billion in ad revenue the company to data-based inventory “is an like BuzzFeed, Vox, Snapchat and Apple News.
brought in last year. aggressive target,” said Magna “Symphony is that platform’s agnostic way to
“We are giving the client the best of Global’s Cohen. “But as we always say, scale an audience approach across almost every
both worlds: the premium content that we need to plant the flag beyond our consumer touch point during the day,” said Rosen.
is truly responsible for the success reach and just pull ourselves to it. So
of a brand with the laser targeting kudos to Linda for doing that.”

6 APRIL 3, 2017 | ADWEEK


STAR T “It’s about making the games relevant

MARKETING HE RE ! to today’s consumer,” he said.
Social shareability also plays a role

GET ON in development for new games, like

Hasbro’s Speak Out, where players try
to say different phrases while wearing
a mouthpiece, and Pie Face, which has

BOARD parents posting photos on social media

of their kids getting “pied” in the face
with whipped cream.
“It used to be enough that a game
FROM THE NEW WAVE was fun to play, but that added layer
OF KICKSTARTER PARTY of being fun to watch, and fun to share,
takes it to the next level,” Berkowitz said.
The adult game category also is a hot
Along with Star Wars,
APPEAL OF CLASSICS LIKE there are Pokemon, segment, growing 183 percent in the last
MONOPOLY, BOARD GAMES Disney and Jurassic
World board games,
year, according to NPD Group. Settlers
of Catan, which debuted in Germany
ARE MAKING A COMEBACK. to name just a few.
in 1995, is considered the godfather of
BY CHRISTINE BIRKNER strategy games and has played a big role
in board games’ renaissance. Hasbro has
added more adult-themed games, like
It’s a digital world, but consumers Trivial Pursuit X and Taboo Midnight, to
increasingly are seeking out Board game its lineup, and looks to Kickstarter for its
entertainment from a source that’s sales in the
U.S. grew by new-game pipeline.
decidedly analog: board games. In the 28 percent Games are the biggest crowd-funding
last year, board game sales in the U.S. last year. segment on Kickstarter, where Cards
grew by 28 percent, per NPD Group, and Against Humanity got its start in 2011.
global sales increased to $9.6 billion in Monopoly’s Token Madness Exploding Kittens, which launched via
contest got 4.3 million
2016 from $9.3 billion in 2013, according votes on social media. Kickstarter in January 2015 by raising
to Euromonitor International. $8.8 million in 30 days, has sold more
“It plays into the nesting trend,” said than 2.5 million games to date.
Juli Lennett, toy industry analyst at NPD “We’re seeing a renaissance back
Group. “More people are binge watching to party games that are fun, quick and
and cooking at home, and they’re also easy,” said Elan Lee, co-creator of
playing board games at home, rather Exploding Kittens. “Exploding Kittens
than going for an expensive night out. wasn’t designed to be entertaining—it’s
Instead of Snapchat or texting, it gives designed to make the people you’re
people an opportunity to come together playing with entertaining.”
face to face and have fun.” Players also are flocking to board
Riding this wave is Hasbro, owner game bars like Kingmakers, which
of the granddaddy of board games, has locations in Columbus, Ohio, and
Monopoly, which debuted in 1935. The Indianapolis and employs board game
game’s latest Token Madness contest “sommeliers” who, for $5 per player,
about which tokens to keep or remove teach and recommend selections from
from Monopoly scored 4.3 million votes its library of 500 games based on the
on social media. Brands got in on the group and mood of the players. Thirty
Exploding Kittens raised
action, too: Zipcar ran a #SaveTheCar $8.8 million in 30 days on percent of millennials have expressed
social campaign, and the New England Kisckstarter and has sold interest in visiting a board game-themed
Aquarium hosted a #VotePenguin The more than 2.5 million games. bar, according to Mintel.
campaign on Facebook Live. adult game
category grew “Our target audience is the working
Since 2013, Hasbro has held these 183 percent professional, older millennials who
contests to tap into Monopoly’s rabid fan in the last are over the bar scene,” said Malika
base (it has more than 10 million fans on year. Jacobs, Kingmakers’ co-founder. “People
Facebook) and to keep interest high. are looking for a way to disconnect
“Social conversation is helping from their phones—they enjoy being
to drive the gaming business,” said unplugged, and having a conversation
Jonathan Berkowitz, svp of marketing with the person next to them.”
for Hasbro Gaming. TTPM’s Silver sees longevity in the
For classic games, the key to success trend. “In 25 years, the price of movies
is appealing to a new generation of kids GAME ON! and other forms of entertainment has
Players are hitting
and parents, either through licensing up board game bars gone up, but the price of board games has
with popular characters like Star Wars like the Midwest- stayed relatively the same,” he said. “It’s
or Disney’s Frozen, or new versions based Kingmakers. an extremely profitable segment, because
of games like Life that use electronic as long as the graphics are new and the
banking cards, rather than cash, said game play is still fun, what’s old is new
Jim Silver, CEO and editor in chief of toy to today’s kids. If you have a successful
review site TTPM. YO U game, it could be around forever.”
ADWEEK | APRIL 3, 2017 7

recommend Acme widgets” when agrees with—deprive social media

the next six out of 10 preferred a users of the simple pleasures of
competitor, they sow distrust. When cheerful interactions with friends and
publishers run fraudulent ads with family members.
images of President Obama or a star Most people try to avoid conflict
of Shark Tank supposedly hawking rather than spend more time seeped
mortgages, people tune out. in it, and it’s worse still when people
When consumers begin to question can’t even trust the media sources
the legitimacy of ads, the result is a their peers are sharing.
depreciating effect for brands. From Still, the content doesn’t have to
a practical perspective, you almost be political to compel people to tune
expect the picture associated with out. Seeing the same products, brands
an ad to be click bait, meaning that and industries repeated on your
legitimate efforts to connect with newsfeeds can be monotonous and
consumers who may actually be uninspiring—as we’ve already learned
interested in your product go unnoticed. from traditional advertising.
Marketing feels out of place Social algorithms must evolve to
amid conversations about political balance relevancy with authenticity, or
and social issues. the platforms themselves will suffer.
Publishers, including social media What could happen is that people will
platforms, could do far more to relegate social networks to specific
ensure brands don’t appear tone deaf. use cases, such as by only following
Publishers may simply dictate that family updates on Facebook, news on
every fifth or tenth post needs to be an Twitter, entertainment on Snapchat
ad, and it may not matter a great deal and professional updates on LinkedIn.
what the advertiser is peddling. That in turn will hurt the appeal of
Brands wind up looking like the guilty most of those platforms for brands.
parties here, even if publishers have Brands need to be vigilant, taking
far more control as to which ads run responsibility for what they can control,
where, and whether ads run at all. More such as the authenticity and validity
OPINION nuanced targeting may deliver fewer of their ads and pushing publishers to
clicks at first, which will disappoint incentivize relevance over reach. There
brand marketers, but each click will be won’t be a massive, overnight shift.

Why Brands worth more and will lead to longer-term

trust between brands and consumers.
The definition of good behavior
Facebook’s ad dollars will still continue
enjoying positive momentum, and these
trends will probably have no impact on

Are the Next needs to shift.

Brands are rewarded on social
platforms for generating impressions
Snapchat’s initial public offering.
But if marketers and publishers fall
short at the behest of social platforms,

Fake News Victims

and clicks, so they wind up focusing consumers won’t care who’s to blame.
on those activities. They are forced By ignoring ads or blocking them,
to do whatever they can to drive consumers will lump them and other
engagement, even if that isn’t their forms of marketing, including the fake
MARKETERS MUST SHED THE ‘CLICK’ FETISH AND primary business goal. The American and fraudulent, together and even the

I L L U S T R A T I O N : D A V O R P A V E L I C / G E T T Y I M A G E S / I K O N I M A G E S ; H E A D S H O T: A L E X F I N E
MAKE SOCIAL PLATFORMS MORE TRUSTED HAVENS Civil Liberties Union (ACLU), for best of brands will suffer.
example, recently shared a poll on
cross the million-follower threshold.
The specter of fake news debatably be hurt? The answer is yes, and the The ACLU’s mission is to protect
made an impact on the past marketers that power those brands civil liberties and not gain Twitter
presidential election, forced Google to should prepare to be the next collateral followers, but such polls are often
take new steps to mitigate the problem damage. Here are five reasons why: effective in keeping brands top of
and spurred Facebook to make This is now the era of mind; that ACLU poll delivered more
changes to its Trending section. Now personalization non grata. than 27,000 votes. The downside is
brands are starting to feel the effects. Marketers have benefited from that when the primary goal becomes
There’s little doubt that the algorithms, particularly on Facebook, to drive clicks, it motivates bad actors
influence of social media and a hyper- that serve people highly relevant content to game the system, and that is how
focus on serving relevant content have and ads. But one of Facebook’s methods fake news has been able to spread.
created huge marketing opportunities of fixing its Trending stories is serving The platforms themselves
for brands, but at what cost? the same stories to everyone regardless could suffer.
According to eMarketer, social of users’ individual interests. What if you Until 2015, people complained
media advertising is expected to hit don’t care about what Natalie Portman about seeing too many photos of Specs
almost $37 billion, more than doubling is wearing to award ceremonies? Too babies and pets on Facebook. In Claim to fame A recovering
in a very short time. What’s more bad—everyone gets the same menu. 2016, people complained about too Mad Man, David Berkowitz, chief
is that digital advertising spend is Digital media is reverting back to many political posts on Facebook strategy officer at Sysomos, was
actually passing television ad spend broadcast analog methods. and longed for the days of too many named one of Adweek’s Best
in the U.S., representing 37 percent of Unscrupulous advertisers babies and pets. Now it’s common to Advertising Voices on Twitter.
total media ad spend. But, within the practically invented fake news. see people reporting they are taking a Base New York
algorithmic battle between relevance Every time an advertiser promoted hiatus from social media. The charged Twitter @dberkowitz
and authenticity, can brands actually a story like “four out of five people political topics—even those that one

8 APRIL 3, 2017 | ADWEEK


Food for Thought

As anyone who has ever walked into a supermarket to buy a gallon of milk and left with a cart full of impulse purchases knows all too well, grocery shopping
can be a complicated process. To help brand marketers decode consumers’ path to purchase, Food Network Magazine partnered with research firm Open
Mind Strategy to survey nearly 2,000 people (half of which were magazine subscribers) about their grocery shopping experiences, behaviors and attitudes.
“It’s difficult to categorize consumers as one type of shopper or eater—they want it how they want it and when they want it,” said Food Network Magazine vp,
publisher and CRO Vicki Wellington. “They’re also more attuned than ever to ingredients and packaging: Less is more in regard to ingredients, and clear or
transparent packaging suggests wholesomeness and ‘better for you.’” And while the study found that ecommerce is growing, brick-and-mortar retailers need
not despair just yet. “The majority of people still want to smell, see and choose their own products, particularly fruits and vegetables,” explained Wellington.

Top media influencers Food ads also drive purchase intent.
hitting the of food shopping:
grocery Shoppers get Food-related
store… TV shows
from a variety
of media
Facebook 41%
Food magazines 31%
62% 73% 68%
YouTube 26% say food ads save recipes actually
inspired them they see make
to buy items in ads. recipes
DO YOU Food websites 23%
CALL THAT they wouldn’t they see
A RISOTTO have thought in ads.
Pinterest 23% to otherwise.

Certain Most appealing Least appealing

buzzwords can packaging words: packaging words:

At the make or break

a product.
• Fresh
• On sale
• “Words I can’t
grocery • All natural
• Organic
• Diet
• Soy
store… • Locally grown
• Low sodium
• Gluten free
• Stevia
• Superfood • Sugar free
• Fat free

is key! Shoppers
are using
their phones
of all shoppers
say they
sometimes buy
food because the
is cool.

A food
face/name on
a package says
that it is When a food
a trustworthy brand feels or
product. looks smaller,
it feels more 39% 40% 28%
welcoming. are searching are checking are checking
for recipes. prices. nutritional


about online 1 in 3
shoppers? People
digital grocery shoppers
shopped say they search for the exact
While online food shopping
once a
is still small compared
32% 24% 23% 23% brand/product they want, and
to brick and mortar, Online Online Grocery Ready to simply hit the reorder button.
it’s bringing a new dynamic or more general grocer app cook (online
to grocery selection. at... merchandiser subscription)

Methodology: Survey of 1,957 consumers ages 21-54; selected interviews and shop-alongs.

S O U R C E : F O O D N E T W O R K M A G A Z I N E / O P E N M I N D S T R AT E G Y

ADWEEK | APRIL 3, 2017 9

Paid Advertiseme

Clear Channel Outdoor Americas

using one singular static digital creative asset, making
it a lot easier to run on a digital schedule. In addition,
we’re programmatically enabling some of our digital
screens across 12 different regional and international
airports, reaching 18 Million passengers monthly.
Q: How do you define “programmatic”?
RIFKIN: Q: How do you use mobile data to aggregate
We look at it as the automation and optimization of the consumer traffic and apply it to where the
media buying process, using data and technology to consumer is going or has been?
achieve that – just a more sophisticated way of doing R: With CCO RADAR, we’re using third party aggregated,
the same things we’ve already been doing in the media anonymous mobile data to understand the patterns of
buying and planning world. behavior of different groups of people as they move
across major roadways and airports and places that
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Van Jones surprised his CNN In addition to being a Yale Law Based on those cross-country traditions that he’s upending, so he’s
colleagues the evening of Feb. 28 graduate and longtime activist—he Messy Truth specials, what should probably a hard person to advise.
when he effusively praised a portion founded a number of not-for-profits Madison Avenue know about blue- There’s a reason presidents measure
of President Donald Trump’s address engaged in social justice, including collar America? They’re proud, and their words carefully, and why they
to a joint session of Congress: “He job accelerator Dream Corps—Jones scared. Some of the positive values go out of their way to show respect
became president of the United had a stint as host of CNN’s rebooted in great abundance in the heartland to other institutions. It’s hard to
States in that moment, period,” the Crossfire in 2013 before establishing are not necessarily celebrated in the make chicken salad out of chicken
left-leaning political commentator himself as one of the network’s go-to culture. Things like neighborliness, feathers. I also think there’s a danger
proclaimed. “That was one of the most progressive political analysts and host work ethic, family first. These people for the advisers of eroding their own
extraordinary moments you have ever of his own show, The Messy Truth. feel a little overlooked and left behind credibility and standing over time when
seen in American politics. Period.” Here, Jones talks about his role by the latest lingo around immigrant he says things that are ludicrous.
Jones was referring to the moving as a commentator navigating the rights or transgender liberation. It’s not
moment when the president honored uncharted political waters and how their reality. Progressives like myself At South by Southwest, you spoke
the widow of William “Ryan” Owens, the media is faring in the age of fake are shoving a lot of change down the against the concept of “safe
the Navy SEAL who was killed during news and partisan politics. throats of middle-aged, lower middle spaces” for students on college
the January raid in Yemen. It became class white guys. Change is hard. campuses. Why go there? I am for
yet another viral sound bite from the What’s your take on the state of While progressives should not let up, one kind of safe space and concerned
commentator, who has been one of political coverage? The press is I do think that we should be a little about another. Every student should
Trump’s most vocal critics since the trying to hold the administration more understanding that some people be physically safe and free from
real estate mogul announced his accountable for their actions, and this experience that change as a loss. targeted harassment. But it seems
candidacy for president. Following one has said and done unprecedented as though there’s this new definition
Trump’s victory, Jones even went so and bizarre things. That makes holding After Trump was declared the of “safe space” which indicates that
far to as to describe the president- them accountable a harder task. winner of the election, you said students should be ideologically
elect’s Nov. 8 victory as “a whitelash.” It’s interesting, the entire national on air: “How do I explain this to or emotionally protected from
While Jones has attempted to conversation of the left and the right my children?” So how are you arguments they find threatening,
clarify those comments in recent has now boiled down to a simple explaining the current state of or offensive. Campuses are places
weeks, explaining on The View that he statement: “I’m right, you’re wrong.” affairs? I point out to them that where people should be exposed to
wasn’t referring to all Trump voters, End quote. Full stop. We’re not talking both Democrats and Republicans offensive, even upsetting speech.
just “the alt-right and the neo-Nazis to each other; we’re talking about each are a lot better than this. That this Students should take advantage
who were celebrating,” they ignited other. is what happens when both parties of the opportunity to learn how to
a social storm that significantly And that’s sort of what I’m don’t do what’s best. Republicans are speak back. I don’t want students to
raised Jones’ profile–for better or for wrestling with in my role and my supposed to defend the Constitution, be ideologically or emotionally safe;
worse, depending on which side of the show, The Messy Truth. I’m trying to stick up for clean government, be I want them to be strong, and that
political divide viewers fell. get to a place where we can have a patriotic defenders against foreign requires being challenged.
Jones is no stranger to different kind of conversation where enemies like Russia. Right now,
controversy. He had a brief stint as the goal isn’t just to bludgeon the they’re not doing those things, but So, it can’t be politics 24-7. How
a green jobs adviser in the Obama other side with your talking points, they’re not terrible. Democrats are do you decompress? Well, I’m
administration but resigned in 2009 but it’s really something more basic, supposed to stick up for underdogs, still a geek—comic books, science
when a public feud with former which is the quest to understand and including people who are transgender, fiction, anything science related.
Fox News host Glenn Beck became to be understood. When I go out to immigrants, the poor, as well as the Fundamentally, I’m a DC comic book
too much of a distraction. “It was West Virginia or Ohio, Pennsylvania, white guys who have gotten the short kid that somehow wound up being six-
very painful at the time, and I didn’t Arizona to talk to Trump supporters, end of the stick. We need to do better. foot-one and 190 pounds. So I can now
think that I would ever recover I’m not trying to catch them in the go around and try to enact some of
professionally or emotionally,” Jones act of being awful people. I’m not out How is the Trump administration those fantasies from childhood that’s,
admitted. “But anyone who’s gone there trying to do “gotcha” segments. faring these days? They’re probably you know, standing up to a bad guy or
through something really tough like doing the best they can with what sticking up for the people who need a
that has to just keep on living because they’ve got. President Trump doesn’t little bit of help.
neither success nor failures are seem to understand the mechanisms
permanent conditions.” of government and some of the

14 APRIL 3, 2017 | ADWEEK

‘I’m trying
to get to a
place where
we can have
a different
kind of
where the goal
isn’t to just
bludgeon the
other side.’

Photographed for
Adweek by Sasha
Maslov at CNN’s
New York office.
JIM ACOSTA Senior White House Correspondent, CNN
Perhaps no member of the White House press corps is under more pressure
these days than CNN senior White House correspondent Jim Acosta, who has
been known to tussle with President Trump and his spokesman Sean Spicer
during press conferences as the Trump team has blasted CNN’s polls and
coverage as “fake news.”
Even so, “We can’t get rattled,” Acosta says. “Like the saying goes, ‘Never
let ‘em see you sweat.’”
Acosta, who joined CNN from CBS News in 2007, says he would like to see
the administration’s relationship with CNN become a more productive one, but
he’s keeping his expectations in check.
Acosta cites Dan Rather and Sam Donaldson as his role models, noting
that the legendary CBS and ABC broadcasters “had the willingness to politely
and aggressively ask just about anything of the president.” He also has a lot
of respect for his fellow colleagues in the White House press corps, which is
keeping him optimistic about the future of political reporting.
“Years from now, I think people will look back and see some incredible
journalism on display under extraordinary circumstances,” he says. –A.J. Katz

MATTHEW BOYLE Washington Political Editor, Breitbart News

Asked what one word best describes Breitbart’s tenacious political coverage, the site’s political editor
echoes none other than Dan Rather. “Courageous,” says Matthew Boyle, who joined Breitbart in 2012
from The Daily Caller. Of Boyle’s work ethos, Breitbart editor in chief Alex Marlow has said he “typifies
the ‘fighting spirit’ we value.”
In August, Boyle called out the media on Fox’s Sean Hannity Show for “100 percent using” fallen
Muslim-American solider U.S. Army Capt. Humayun Khan and his family “for their political goals.”
“We don’t take orders from anyone except ourselves on what we think we should be focused on,”
says Boyle, who worked closely with former Breitbart chairman Steve Bannon, now Trump’s chief
strategist. “Steve is a friend and my old boss, and I’ve learned so much from him,” Boyle notes. “He’s
an incredibly smart person and I talk to him on occasion, as any good journalist would do, trying to get
information out of newsworthy sources.”
Boyle says he plans to be in the business “for a long time” for one simple reason: “Someone has to
do the tough work, and the amazing team we have at Breitbart is stepping up in a fantastic way to fill the
void left behind by the receding relevancy of waning established legacy operations. It’s an exciting time
to be in journalism, and I’m not even 30 years old yet.” –Chris Ariens

DAVID BRODY Chief Political Correspondent, CBN News

David Brody, a 14-year veteran reporter of the Christian Broadcasting Network, says
Trump’s combative stance with the press is a battle of wills.
“We all are in search of the truth; that’s what good journalists do, but when does the
search for the truth turn into, ‘gotcha agenda-driven journalism?’” wonders Brody.
Brody was the first of just two correspondents called on by Trump during his
bilateral news conference with Israeli Prime Minister Benjamin Netanyahu (the other
journalist was Townhall.com editor Katie Pavlich). ”He sees me as someone who will be A C O S TA : E D WA R D M . P I O R O D A / C N N
fair and not getting ready to vent on a political soapbox,” Brody says of Trump. “I have a
reputation for being fair and honest to both sides of the political spectrum.”
Author of the 2012 book, The Teavangelicals: The Inside Story of How the
Evangelicals and the Tea Party Are Taking Back America, Brody’s reporting can be seen
on programs ranging from The 700 Club to MSNBC. But he can most often be found on
Brody File, his 10-year-old blog.
When asked what one word best describes Trump’s approach with the media, Brody
gave us three: “In your face.” –C.A.

16 APRIL 3, 2017 | ADWEEK

TUCKER CARLSON Host, Fox News Channel’s Tucker Carlson Tonight
Tucker Carlson has never been afraid to go against the grain. Perhaps that’s one reason why he finds
Trump and the movement he has unleashed so fascinating.
“We have all of a sudden become sort of a three-party system with the election of Trump,”
observes Carlson. “We have the Democrats in opposition. The Republicans are in hesitant alliance.
Then there are the Trump people who are something truly different from either one.”
Carlson, who has done the cable news trifecta, hosting shows on CNN, MSNBC and now Fox News,
took over Megyn Kelly’s coveted time slot when she left for NBC News earlier this year. His show is
now delivering much higher ratings than what Kelly was delivering a year ago, and from an advertising
standpoint, appears to be generating a significant amount of revenue for the network.
The reason for his recent success? Carlson believes that many in the media still aren’t sure how to
cover Trump. “They’re sort of thinking about using a template from 2004, and that’s just out of date at
this point,” Carlson says.
“Trump sees himself not just as the subject of media coverage, but also as a player in it,” he adds.
“He just has a total lack of interest in precedent, and that makes people in Washington uneasy.”
In many ways, just like Carlson himself. –A.K.

LAUREN DUCA Writer, Teen Vogue

Last December, writer Lauren Duca published an op-ed column titled “Donald Trump Is
Gaslighting America.”
The article, which argued that the U.S. president is engaged in a “deliberate attempt
to destabilize journalism as a check on the power of government,” quickly became one
of the internet’s buzziest political think pieces—not just because it was an excellent
piece of writing, but because it had been published in Teen Vogue.
The “Gaslighting” story quickly became the publication’s most-read article of all
time and helped propel both the magazine and Duca, who previously wrote about
entertainment and culture for the Huffington Post, into the spotlight. Shortly thereafter,
Duca received even more attention for an appearance on Tucker Carlson Tonight during
which she chided the host for being a “partisan hack”; in response, he told her to stick to
writing about “thigh-high boots.”
Duca now pens a weekly column for TeenVogue.com—aptly named “Thigh-High
Politics”—that breaks down current events in a way that’s sharp and savvy, not
watered-down for a young audience. “It takes on a tone that is inclusive in a way that a
lot of political coverage doesn’t,” Duca says of her writing style.
“I think the greatest danger right now is people feeling frustrated and giving up,”
she adds. “If we can help young women make sense of everything that’s going on while
also speaking to a wider variety of readers, that’s exactly what we’re hoping to do. Every
single American has a stake in this conversation.” –Emma Bazilian

DAVID FAHRENTHOLD Political Reporter, The Washington Post

The reporter who brought the world the infamous Billy Bush-Donald Trump Access Hollywood tape
pines for the day he can return to covering the morass of the federal government.
“I never had as much fun as I did in 2013 and 2014, writing about things like the national raisin
reserve and the government’s underground paperwork dungeon outside Pittsburgh,” says Fahrenthold,
who, for now, is part of a Washington Post team covering Trump’s potential conflicts of interest.
Knowing that his brand of investigative reporting comes with certain risk, Fahrenthold, a father
of two, says he’s taken the appropriate precautions. “I have taken a few steps to improve both my
physical security and cyber security, on the advice of the Post and journalism groups,” he notes.
Fahrenthold, a Post lifer who joined the paper in 2000 as a summer intern, doesn’t expect the
Trump well to run dry anytime soon. “I don’t think we’ve ever had a presidential administration where
decision-making was so driven by news coverage, and where so many lower-level federal employees
apparently see leaks as the fastest way to influence the commander in chief.” –C.A.

ADWEEK | APRIL 3, 2017 17

MAGGIE HABERMAN White House Correspondent, The New York Times
By most measures, Maggie Haberman is a baller. A deeply sourced, dogged reporter, her
stories for The New York Times brought more than 141 million page views to NYTimes.com
last year—more than any other reporter at the Gray Lady.
While candidate Donald Trump found her stories about him maddening, he continues
to grant her access. “He has expressed frustration with coverage repeatedly, but he has
usually gotten back on the phone at some point,” Haberman says. “His mantra in New York
as a developer was ‘always take the call.’”
Haberman, who is the daughter of longtime New York Times columnist Clyde Haberman,
joined the Times two years ago from Politico. Before that, she worked for the New York Post
and New York Daily News, which prepared her to cover who she and her Times colleague
Glenn Thrush dub “the Page Six president.”
In the two and a half months since Trump took office, Haberman has continued to
break stories from inside the White House at a rapid clip. When asked how she plans to
decompress from the nonstop coverage of Trump’s first 100 days, she quipped, “Can I get
back to you on that on day 101?” –C.A.

RACHEL MADDOW Host, MSNBC’s The Rachel Maddow Show

Rachel Maddow’s scoop last month, in which she revealed Trump’s 2005 tax returns, brought
both congratulations and condemnation. It was lauded for revealing a highly sought-after
document but also pilloried for taking viewers along for a conspiratorial ride to the finish line—
all to big ratings.
Maddow’s audience has steadily grown since Trump’s inauguration. She had her best month
in February since December 2012 and had the most-watched cable news show for three
straight weeks in March in the coveted 25-54 demo.
“One of the things that’s really rewarding for me about this surge in viewer interest is that
we’re really doing the same work now that we’ve been doing all along,” says Maddow. “There’s
apparently just an increased appetite for it right now.”
Maddow often spends the first 17 minutes of her show doing a deep dive into her topic du
jour. These days, that generally means Trump. That she can command the attention of the
often attention-challenged cable news viewer is a feat in itself. She calls it the “hallmark” of
her show. “We try to explain the news of the day and put it in context,” she says. “I’m going to
keep doing what I do no matter who is in office.”
As she has become one of Trump’s biggest critics, Maddow says she is eager to see if he can
be a president who affects positive change for all Americans. “Always hopeful,” she says. “Not
naive, but yes, still hopeful.” –C.A.

JULIE PACE Chief White House Correspondent, AP

Julie Pace is no stranger to covering presidential administrations. She joined the
AP in 2007 as a White House reporter, and in 2013 became the AP’s chief White


House correspondent. To Pace, the current level of chaos and confusion is not
unique; the biggest change with Trump, she says, is the speed.
“It’s an exhausting and motivating time to be a political journalist,” explains
Pace, who joined the AP from the Tampa Tribune. There are “no slow days,” and
also not a lot of sleep. “As a reporter, it’s important to try and be as rock solid as
we can with facts,” she adds.
Among her greatest hits this past year were her analysis and coverage of
Trump’s travel bans and her reporting on his accusations of former President
Barack Obama wiretapping Trump Tower.
Pace also was among a handful of reporters who chose not to participate
in an informal White House briefing in February that was closed off to some
outlets. “We have to stand our ground and continue to report factually and keep
our stories as bulletproof as possible,” she says. –Sami Main

18 APRIL 3, 2017 | ADWEEK

TARA PALMERI White House Correspondent, Politico
Tara Palmeri’s road to the White House was a circuitous one, ranging from
gossip columnist in New York to international affairs reporter in Brussels.
So, how did she get to 1600 Pennsylvania Avenue? “Be scrappy. Trust your
instincts. Don’t follow the pack. Strike first,” notes Palmeri, who has had
stops at CNN, the Washington Examiner, Page Six and Politico Europe.
The New York native says the New York Post was “great training” for covering
Trump. “The president has a strong appreciation for the paper that speaks in his
populist voice. Working at Page Six has helped me understand President Trump
because I worked firsthand with the media he prefers to consume,” she says.
Palmeri often ran into real estate mogul Trump on the New York gossip beat
“when he had to angle for press,” she recalls.
She sees similarities between her coverage of Brexit, while based in
Brussels for Politico, and her current experience at the White House. “A ‘drain
the swamp’ mentality exists beyond American shores,” she notes. “Voters
are frustrated with consensus. It’s been thrilling to cover the disruption from
both sides of the Atlantic. The languages and cultures are different, but the
general angst against elites is the same.” –C.A.

KATIE PAVLICH Editor, Townhall.com

Katie Pavlich readily admits that her political coverage can lean to the right, and
she freely encourages fellow reporters to acknowledge their biases in hopes of
regaining the trust of many Americans.
“I think admitting my bias, which we all have, makes me more honest than
people who have a clear bend who claim to be objective,” says Pavlich.
While some reporters have been iced out by the White House, Pavlich was one of
just two reporters Trump called on during his February news conference with Israeli
Prime Minister Benjamin Netanyahu. (The other reporter was CBN’s David Brody.)
Pavlich, who is also a Fox News contributor, tries to avoid “getting sucked
into the 24-hour news cycle with a president who doesn’t seem to sleep and
tweets at 5 a.m.,” she says.
And while she’s as concerned as her colleagues about Trump’s disdain for so-
called “fake news,” she’s more preoccupied with whom Trump hasn’t called out. “I
do wish President Trump would condemn Putin, who has journalists that disagree
with him assassinated,” she remarks, adding, “Obama’s administration prosecuted
more journalists with the Espionage Act than any other previous president.” –S.M.
PA L M E R I : G A B I P O R T E R ; R YA N : E A R L G I B S O N I I I / G E T T Y I M A G E S

APRIL RYAN White House Correspondent, American Urban Radio Networks

Just three months into 2017, American Urban Radio Networks’ White House
correspondent and bureau chief April Ryan has already had quite an eventful year. Last
Tuesday, she was trending on Twitter after White House spokesman Sean Spicer told her
to “please stop shaking your head again” in a heated exchange during the daily briefing.
Earlier, in February, she got into a public dustup with Omarosa Manigault, a Trump aide
and former Apprentice star. Then, at a Feb. 16 press conference, Ryan became part of
the story again when she asked Trump if he would meet with the Congressional Black
Caucus. Trump responded by asking Ryan if in fact she could arrange a meeting. “No, no,
no,” she clarified. “I’m just a reporter.”
With 20 years experience covering D.C. politics and presidents going back to Bill
Clinton, Ryan has mastered how to “keep peeling the onion back” to fully examine each
story. In addition to covering the White House, she hosts the White House Report, which is
broadcast to AURN’s 475 stations.
Ryan believes that although faith in the media is on the decline, readers, listeners and
viewers still know whom to trust. “When it comes time to find out what’s really going on,
they always come back to us,” she says. –S.M.

ADWEEK | APRIL 3, 2017 19

GLENN THRUSH White House Reporter, The New York Times
The Brooklyn, N.Y., native credits his five years at Newsday, where he worked as a City Hall reporter, for prepping him to cover
Trump’s presidency.
“Covering Ed Koch and Rudy Giuliani provided the best preparation for Trump, who really emulates their style. The interactions
we have with Trump have much more in common with a mayoral performance than it does with presidential performances,” says
Thrush, who joined the Times in January after eight years at Politico, where he served as chief political correspondent.
His tense interactions with White House press secretary Sean Spicer during early briefings were immortalized in Saturday
Night Live’s best sketches of the season, in which Melissa McCarthy’s Spicer openly loathed Bobby Moynihan’s Thrush (“Glenn
Thrush, New York Times, booo! Go ahead …”).
“My kids loved it. It’s had no impact on the way I do my job. It’s been nice in terms of raising my profile and it probably gets
my phone calls answered a little bit more quickly,” says Thrush of his SNL spotlight, adding, “I can’t do anything to control the
way that Sean Spicer treats me or answers my questions. Remember, he’s the one with the microphone.” –Jason Lynch

CECILIA VEGA Senior White House Correspondent, ABC News

New to the White House beat, ABC’s Cecilia Vega has already proven herself as a tough questioner at the daily White House
briefings, and behind the scenes. When press secretary Sean Spicer kept several news organizations out of a closed briefing
on Feb. 24, Vega asked him, “Are CNN and The New York Times not in here right now because you’re unhappy with their
reporting?” (Spicer’s answer, in short, was no.)
Vega’s move to Washington comes after she logged nearly 240,000 miles in the past two years, pressing Democrats


Hillary Clinton and Bernie Sanders for answers in their bids for the White House.
Early in her career, Vega worked for the San Francisco Chronicle before transitioning to local news at ABC Bay Area
affiliate KGO-TV. Six years later, in 2011, the network called and she joined ABC News as a correspondent based in Los
Angeles. Fast-forward to 2015, Vega was named anchor of World News Tonight Saturday and held that role until this past
January when she was named ABC News senior White House correspondent.
“Making the jump from print to broadcast wasn’t something I thought I would do,” Vega says. “It just sort of happened.
And I am so glad it did. It’s a challenging time to be a journalist, no doubt. But covering the administration is also among the
most exciting and important stories in a generation.”
As for the next generation of political journalists, those watching how the Trump administration works, Vega has some
advice: “The president’s position on the press shouldn’t have any impact on how we go about doing our jobs,” she notes. “It’s
not us versus them. It’s about getting answers. So my advice is: just do the job. Don’t get distracted.”–C.A.

to David Brody
Named to Adweek’s Political
Power Players
David Brody, Chief Political Correspondent
of CBN News, Washington, D.C. Bureau, is
an Emmy® – winning, 28-year news veteran.
He was one of the first journalists to interview
President Donald Trump. Adweek honored
David for being among “the most influential
and recognized contributors in the political
media landscape, delivering exceptional
knowledge and insights.”

From your friends, colleagues and partners

at CBN, we’re proud of you, David.

APRIL 10 - 16 APRIL 17 A P R I L 2 2 - M AY 5

City Spotlight: Atlanta TV Upfronts Preview “What’s Next for TV”

producers have in store for next season.
Adweek.com takes a look at Atlanta with a Corresponding with the annual NAB Show,
focus on brands thriving there, how it has Adweek.com will explore the rapidly
become the world’s third largest TV/film changing nature of broadcast and streaming,
production destination, and INTRODUCING, with a focus on the evolution of trends like
The 20 Rising Brand Stars of Atlanta. multi-screen, OTT and programmatic.

Steve Harvey, The Upfronts Issue 2016

C 3/28 C 4/4 B She Runs It 2017 Changing the Game Awards (4/18) C 4/4

APRIL 24 M AY 1 M AY 8

The Power List The NewFronts Issue Media All-Stars

Adweek’s editors select the top execs A drill-down on the standouts in A salute to this year’s media mavens...
behind the biggest companies in media, the world of 2nd & 3rd screens. and the rising star to watch.
marketing and tech. SPECIAL SECTION Digital Only

Rachel Levin, The Video Issue 2016 Daryl Lee, Executive of the Year 2016

C 4/11 B Marketo Marketing Nation Summit (4/23-26) C 4/18 B Digital Content NewFronts (5/1-12) C 4/25

ALL CONTENT IN PRINT, ONLINE & TABLET C = Closing date B = Bonus Distribution
To advertise contact your Adweek Sales Representative: 212.493.4068 advertising@adweek.com

Per tive
The Solo cup comes
in 9- and 18-ounce
sizes, but the big
one is what most
Red Solo Cups
hold a pint of beer,

Added in 2009, these
“ergonomic grips”—
as the company
calls them—ensure a
THE COLOR more “reliable hold.”
Robert Hulseman They also make a
enlisted the help convenient place to
of his children to put the brand name.
choose the colors
of the cups, and he
personally liked
blue best—but red
outsells them all.
O P P O S I T E PA G E : R A Q U E L B E A U C H A M P ; T H I S PA G E : K E I T H : Y O U T U B E ; S I D E B A R : G E T T Y I M A G E S / I S T O C K P H O T O ; A L L O T H E R P H O T O S : C O U R T E S Y O F D A R T C O N TA I N E R C O R P O R AT I O N

Drinking buddies Toby Keith’s 2011 song (and video, above) was a gift from
marketing heaven, though the lyrics were a little blunt: “Now a red Solo cup
is the best receptacle/for barbecues tailgates fairs and festivals/and you sir
do not have a pair of testicles/if you prefer drinking from glass,” sang Keith,
who also marked the passing of the cup’s inventor, Robert Hulseman (inset).
Though the ringed cup was iconic, Solo changed the design in 2009 (far
right), a response to customers’ demand for a cup easier to grip.

few days after Christmas Party Cup is actually Solo’s official name
last year, Toby Keith took to for its indestructible polystyrene vessel,
Twitter to pay a bit of tribute. and it never set out to create a classic—just
It was all of 41 characters, but a really sturdy cup. When Leo Hulseman
the sentiment was genuine: Fast Facts started Solo in 1936, the company originally
“Raise one for this good man 1936 Solo Cup Co. just made paper cups (the pointy-bottomed
today,” Keith wrote. “RIP #RedSoloCup.” opens in Chicago. kind for watercoolers). It was Hulseman’s
The platinum-selling country music 1970s Hulseman son Robert who invented the now-famous
star was marking the death of Robert invents Party Cup. big plastic cup in the 1970s. The younger
Hulseman, a man he never met, but one $9.49 Price of a Hulseman’s aim was to create a large, sturdy
whose invention had given Keith one of his 50-pack of cups cup for picnics and outdoor events. To that
2012 Dart
most popular songs, and the title of same: end, he added a series of graduated rings
Container Corp.
“Red Solo Cup.” acquires Solo.
along the outside—rings that, fans soon
The twangy ode from 2011—which Keith noticed, corresponded handily to drink
called “the stupidest song that I have ever measurements (1 ounce for a shot of spirits,
Got beer? heard in my life,” yet also admitted to 5 ounces for a pour of wine, and so on). For
Hulseman’s original loving—is a salute that struck millions as its part, Solo insisted the rings were never
intent was to provide both hilarious and, no doubt, long overdue. meant as an alcohol pouring guide.
a sturdy cup for After all, the Solo cup (there are 12 colors, But it’s irrelevant in any case: In 2009,
family picnics, but the but red is the most popular) is among the Solo got rid of the rings in favor of a “new
Solo cup’s size and few American products that requires no innovative shape”—four vertical indented
durability soon made introduction—unless, of course, you’ve grips that give the cup a clover-shaped base.
it a favorite for heavier never attended a picnic, barbecue, concert, Purists may balk, but brand manager Becca
types of partying,
kegger, tailgate party, major sporting event Bikoff says the new cup is more stable and
often involving kegs
and the inevitable
or played beer pong. For everyone else, the easier to hold, and consumers wanted it.
games of beer pong Solo cup is the party cup, end of story. And what about that Toby Keith
that go with them. “It’s reached iconic status because it is homage—the tune that, five-and-a-half
the category,” observed Tosh Hall, global years after its release, has over 48 million
executive creative director of New York YouTube views? What does headquarters
design shop Jones Knowles Ritchie. “It’s Solo cups think of it? “At the end of the day, it’s a
durable, reusable and recyclable. It works actually fun and catchy song,” Bikoff said. “One of
come in
without any sophisticated marketing. You 12 colors. the things the song does is harken back to
don’t need sexy packaging—it just is what it what people use the cup for—for family and
is. It’s classic.” friends, and creating memories.”

ADWEEK | APRIL 3, 2017 23



Stephen Colvin

You’ve been the CEO of media can be brought to life through

companies including the Robb the different resources at the
Report, the Newsweek Daily events that are available for our
Beast Company and Dennis marketing sponsors as well.
Publishing. Why take a job That can be custom content
focusing on live events? on video screens, among other
Bloomberg is an amazing ideas we’re working on. We have
company. Great products, a great digital video team at
great people, and the chocolate Bloomberg that can activate at
almonds at our offices aren’t these events for our marketing
too bad either, by the way. But partners. They’ve been working
events have always been a pretty with marketers, but they haven’t
important thread with all the focused directly on [creating
media companies that I’ve worked content] for events.
with, going back to way before I
came to the U.S. when I was in What new events are you
the U.K. I’ve always been a huge planning to launch this year?
believer in the role that events We have a new concept called
play as a very powerful, Bloomberg Invest, and that’s
engaging media platform. a conference for the C-suite
and thought leaders around
It seems like every company institutional investing. Sooner
is investing in events. How do Than You Think is another,
you make Bloomberg Live’s and that’s with our technology
events stand out from the platform. We’re working with
competition? Well first of all, Cornell Tech’s new campus
we’re Bloomberg. It’s a trusted, on Roosevelt Island. There are
respective, objective brand. Given quite a few new initiatives we’re
the resources we have and the working on. Our plan is to execute
Bloomberg intelligence research, more of these franchise events
we’re very data-driven. We may in the U.S. and then also be doing
be in spaces where other people them in the different territories
are—obviously business, finance— we operate in. We’re in 120
but we’re trying to identify areas markets—not that we’re going to
where we have expertise and also go to all 120 different markets.
that hasn’t been covered yet. I We’re interested in taking events
think one example of that is our like Sooner Than You Think to
Bloomberg Breakaway Summit. EMEA and APEC as well.
What we’re doing there is not just
focusing on the large companies, There was a big focus on
but taking hugely successful streamlining when Bloomberg
[midsize] organizations and Live launched in 2015, which
bringing them together in a involved cutting down from
community and letting them 14 to seven events that year.
learn about challenges and do’s But in 2016, Bloomberg
and don’t’s from people who have Live hosted 19 events. Is
already broken out of the $500 streamlining not really in
million to $2 billion revenue range. the cards anymore? There’s
There’s also a workshop and not really a yes or no answer. Specs
roundtables throughout the We want to put our best foot Current gig
year after the event. forward and we’re not going to do Global head of
events just for the sake of doing Bloomberg Live
Part of your new job is them. We’re focusing on building Previous gig

developing new monetization meaningful marquee events that CEO, Robb Report
strategies. Tell me about translate into other territories. Twitter
how you’re doing that. Good We’re not going to be doing 20 @stephencolvin
events, from my point of view, marquee events in the U.S. Age 56
are good storytelling, and I believe But globally, it’s going to be
there are ways that storytelling a pretty significant number.

24 APRIL 3, 2017 | ADWEEK


Who Ryan

Circus Maximus Kutscher (l.),

and CCO; Paul
Sutton, partner
Creative agency
No matter your political point of view, there’s no denying that Donald Trump’s presidential campaign Where
was a highly effective exercise in branding. Now three-and-a-half-year-old creative shop Circus Maximus, New York;
which works with clients like Angry Orchard, Justworks and CultureIQ, is attempting to brand the anti- Boulder, Colo.
Trump resistance. “We wanted to give the ‘resist’ movement some optics,” explained co-founder and
CCO Ryan Kutscher, who leads a team of eight full-time employees in New York and Boulder, Colo. In the

coming weeks, the agency will roll out merchandise like a hat that says “Make America Great Again”—but
with backwards Rs mimicking the Cyrillic character—that will retail for $17.76, with the proceeds going
to various liberal causes. The strategy isn’t purely altruistic, however: Circus Maximus will also use the
findings from its branding effort as an integrated case study to show its clients how it can implement new
ideas, like an online payments platform. “Clients want to know that your ideas are going to work,” said
Kutscher. “Increasingly with all the testing, all the analytics at our disposal, we can be smarter about
the ideas we share with them, and this is sort of in pursuit of that.”

ADWEEK | APRIL 3, 2017 25


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26 APRIL 3, 2017 | ADWEEK



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THE COURSE FORWARD Adam Berke, Chief Marketing Officer, AdRoll

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& Strategic Partnerships, Visa More to come
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