Tone of voice is essential for strong branding, writes Devon Delfino, who explains its difference to brand voice and points to Barkbox, Slack and Old Spice as examples of brands that successfully meld the two to convey a consistent, recognizable personality. Delfino explains how to develop tone of voice, noting, "Tone is meant to provoke an emotional response in the reader, and failing to do so means being forgettable and irrelevant."
Budweiser is investing $1 million in a scholarship fund to boost diversity in brewing and is naming it in honor of Natalie Johnson -- the brand's first Black female brewmaster at its St. Louis brewery. A powerful five-minute "Brewing Change" film features former NBA player Dwyane Wade talking about systemic racism before sitting down with Johnson to surprise her with the news of the scholarship.
BBDO New York launched a Google Slides hub, "The Endless World of Air Max," for Foot Locker that features continually updated content from sneaker influencers including Brenn Lorenzo, Anna Bediones, Melissa Cantey and Sanne Poeze. "Perhaps the most important feature is how it can evolve in real time right in front of participants' eyes," says BBDO New York's Sho Matsuzaki, adding, "It allows us to constantly swap designs and engage with consumers in ways that a standard website does not."
Carmichael Lynch's humorous "In the Rough" campaign for Amstel Light stars pro golfer Phil Mickelson, who offers nuggets of wisdom about friendship to middle-aged men. Beer is often about friendship, says Carmichael Lynch's Josh Leutz, "But as we dug into that, we came upon an important insight: Many men of a certain age have a really hard time making friends."
Inconsistent data in -- not technology -- causes problems with TV attribution, per a report from the American Association of Advertising Agencies' Media Measurement Task Force and the Coalition for Innovative Media Measurement. The report, which found differences in how TV attribution providers use and convert data into targeting choices, provides a "roadmap" for providers to align for more consistent results.
Rebecca Riserbato reviews resources for inclusive language to fight bias in communications. She highlights Karen Catlin's book "Better Allies," augmented writing platform Textio, bots, bias tests and inclusive guides.
The Snipes retailer has expanded its #UseYourVoice campaign by working with Puma to enable shoppers to register to vote at its 95 retail locations via kiosks and QR code signage tied to state websites and also obtain branded masks. Snipes calls Snipes voter participation "one of the key freedoms of American life."
Siduri Wines, with Rock Paper Reality, became the first brand to use 8th Wall's WebAR "curved image targets" technology to deliver an augmented reality experience that consumers can unlock by scanning their wine bottle with a smartphone. The AR experience shows a virtual track wrapping around a bottle and a grape descending down it into a trap door.
Mother London's out-of-home and print ads for IKEA's "Tomorrow Starts Tonight" campaign feature colorful posters showing the brand's bedding items emerge from products associated with a lack of sleep, such as eye cream, energy drinks or vitamin supplements. The campaign includes a TV spot, which is a modern reimagining of Aesop's "Tortoise and the Hare" fable and shows a well-rested Tortoise get ahead of a nocturnal fun-loving Hare.
An anonymous agency professional talks about how clients not paying during the pandemic is affecting the industry, staff and future prospects. "I think you'll see an adjustment in contracts with auto-payment where you can do it," the executive predicts, saying, "Agencies aren't banks, but they're treated like banks."
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