| | | | | | | | | | First Things First | | | | March 6, 2020 | | By Kathryn Lundstrom |
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| | | Shay Mitchell and the Evolving Power of Social Influence | |
| | | | Adweek’s second annual Challenger Brands summit in New York wrapped up after two jam-packed days of panels, breakout sessions and networking centered on today’s top issues in the world of marketing—all from the perspective of up-and-coming brands. Here are a few highlights from today: Shay Mitchell, known for her roles in Pretty Little Liars and You, discussed her travel company, Béis, and her work as an influencer. With more than 24 million followers on Instagram alone, Mitchell chooses brands that fit within her lifestyle like a recent partnership with Pampers. Read more: Unlike her personal strategy, Mitchell explains why doesn't pay for sponsored social media posts to promote Béis products.Shefali Murdia, director of brand engagement at Glenlivet parent company Pernod Ricard, spoke about how the Scotch whisky brand came back after realizing it was losing ground to competitors. Read more: Glenlivet built up brand partnerships last year and made a splash with controversial pods of Scotch—which looked way too much like Tide Pods.Goop chief content officer Elise Loehnen, who appeared onstage with Adweek’s Diana Pearl, told the audience that the attention the brand gets from fans and critics alike has helped the brand find resonance with its millions of followers. Read more: “We’re very interesting to people,” said Loehnen, “and we’ve managed to sustain that, which is shocking to me, for a decade.”Ben Lerer, managing partner of Lerer Hippeau and CEO of Group Nine Media spoke onstage with Stephanie Paterik, executive editor of Adweek, about his initial decision to start investing in DTC brands and what DTC brands need to do to stand out in today’s world. Read more: As one of the earliest investors in Warby Parker back in 2011, Lerer Hippeau solidified itself as an important and guiding voice in the DTC industry. | | | | | |
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| | | Fiverr Opens a Store Where People Can Hire Female Freelancers | |
Yesterday, gig economy platform Fiverr launched its first Women’s History Month campaign with an online storefront that highlights women freelancers. Fiverr’s campaign also includes promoting female talent through a podcast sponsorship (Wonder Media Network’s Encyclopedia Womanica) and a March 18 panel discussion with diversity and inclusion consultant Yai Vargas alongside women from Shutterstock, Etsy, Roofheads and of course, Fiverr. Read more: Despite a gender pay gap that’s alive and well in 2020, women make more than men on Fiverr—where freelancers are able to set their own rates. More coverage of International Women’s Day and Women’s History Month: LinkedIn is rolling out a campaign for International Women’s Day, which falls on Sunday, focusing on mothers who return to the workforce after taking career breaks. In a spot running across digital channels, the professional network tells the story of Nicky, who put her employment on pause to care for her son with learning disabilities.EcoATM partnered with digital education nonprofit The Rumie Initiative to create a New York City pop-up that is paying cash for unused cell phones—and then sending those phones to underserved girls in Afghanistan. The pop-up, A Good Call, will run today through Sunday.Best of the Rest: Today's Top News and Insights After an Agency Walkabout, Why Kate Higgins Returned to Erich & Kallman as Chief Growth OfficerDentsu Aegis Network Reorganizes Leadership Team With Trio of C-Suite AppointmentsMcCormick Names 360i as Media Agency of RecordHow LVMH’s Andrea Sengara Connects Passion with MovementJimmy John’s Names Darin Dugan as New CMO | | | | | |
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| | | | | Ad of the Day: You’re Going to Love the Payoff to This Fanta Ad That Puts Idiots on a Pedestal | |
| | | | Each spot for Fanta’s new campaign by 72andSunny perfectly invokes the serious drama of an ad for a sports brand. Epic music, a deep-voiced commentary and a look inside grueling training regimens. But rather than culminate in some cookie cutter statement about what it means to be “great” or whatever, it’s just an ode to idiots. And how much time they spend preparing for silly videos just to send to their friends or post on TikTok. Chill out, says Fanta, and just have some fun. Laugh. It’s good for you. | | |
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| | | | | Adweek Promos and Events | | Brandweek Super Early-Bird Passes | |
| | | | Save up to $3K on today! Limited super early-bird passes available — claim yours today and join us Sept. 14-17 in Miami, Florida to explore the future of brands. | | |
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| | | Confessions of the Adweek Executive Mentees | |
| | | | The inaugural Adweek Executive Mentor Program (which will double in size in 2020) connected 110 of the world’s top leaders with 116 executive mentees—the up-and-coming leaders of tomorrow. The mentees share their experiences with the program, as well as these key takeaways: “Most people get asked the question, where do you see yourself in 3 years, 5 years? I like to instead think about, where do I want my career to end?” — Jasmine Atherton, mentored by Kenny Mitchell, CMO, Snap Inc. “Who cares what the title is! It could be anything, but if it involves doing things that are interesting and meaningful, creating higher value, then I would take whatever the job is called.” — Tara Hagan, mentored by David Rubin, CMO, The New York Times | | | | | |
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