The American Association of Advertising Agencies released a "Resilient Agencies" report that offers guidance on how agencies can thrive during and after the pandemic. "This is the time to invest and make sure you're doubling down on what's next, what's new and to take whatever money you've saved and not just put it into the bottom line. Invest for the future," says 4A's President and CEO Marla Kaplowitz.
Spark44's Britton Jonathan Jackson talks about his career, the importance of having Black mentors and how agencies can address systemic racism. "You have to have Black and people of color in leadership and executive positions," he says, adding, "The pipeline needs to be filled with the young, hungry, Black and people of color that will keep agencies relevant and ahead of the curve."
David&Goliath's David Angelo sets out his pledge to eradicate systemic racism within the industry. "It's time to shatter that complicit posture and summon all the influence, power and funding we have as industry leaders to take meaningful action to bring an end to systemic racism," he writes, adding, "As a board member of the 4A's, I will be leading the charge in encouraging other CEOs to confront racial injustice and inequalities head-on by acting from empathy and implementing practices within their companies."
Kroger has appointed a dedicated team led by 360i from Dentsu Aegis Network as its inaugural integrated media agency of record, after a review. The brand invested more than $179 million in measured media in 2019, per Kantar Media.
Stella Artois, along with Mother London and Studio Number One, is rolling out "The Life Artois," a campaign encouraging individuals to slow down and enjoy life's pleasures. The campaign features an 92×46-foot pop art installation in London's Brick Lane district depicting a woman toasting with a beer and colorful circles that designate safe social distancing.
Kroger is using Vibenomics' Audio OOH Advertising Marketplace to drive targeted audio content to its 2,300-plus grocery stores with 11 million daily households such as weather and local events, along with promotions for brands and specific products. "Vibenomics plays an important part in our strategy to help us win with our customers, accelerate innovation in-store and drive success for the brands we carry," says Peter Miles-Prouten, senior vice president of partnerships at 84.51°, Kroger's data analytics arm.
Meredith Corp. is donating $2 million in ad inventory to the Ad Council's "Love Has No Labels" campaign, and Meredith also is giving $500,000 to organizations working for social justice. The National Urban League and the Innocence Project are among the five groups benefiting from the donations.
The Anti-Defamation League, Free Press, Color of Change and the NAACP remain committed to leading the "Stop Hate for Profit" Facebook ad boycott campaign after a video conference with CEO Mark Zuckerberg and Chief Operating Officer Sheryl Sandberg, which they say failed to result in any actionable commitments related to their 10 demands. In a statement, Facebook reiterated its investment in content moderation and removal of white supremacist entities, and noted, "They want Facebook to be free of hate speech and so do we."
Google is helping brands maximize their ad efforts with keyword and targeting recommendations based on search trends and by offering its Performance Planner for display and app campaigns. Marketers will also be able to create and monitor portfolio bid strategies at the manager account level.
Showing surprised emotions within the first three seconds of video ads caused a 360% spike in performance during the start of the coronavirus pandemic through quarantine orders, while ads featuring happy emotions saw a 64% fall in conversions, per VidMob. Purchase rates increased 156% for calm ads and videos showing women experienced a 325% performance rise compared with a 41% drop for ads starring men.