Gender-neutral skin care is taking off with brands such as Non Gender Specific, Rihanna's Fenty Skin and One/Size by Patrick Starr testing the market, and growth potential is seen as men are adding skin care products to their routines. "Oftentimes, gender-neutral ends up leaning a little bit more toward men," says Evan Slater of creative studio Caveat, adding, "I think one of the things unfortunately on the gender-neutral side is you end up erring on the side of slightly more 'male' language, because that tends to be less alienating."
The charity Global Action Plan has launched a "breathable billboard" in London that depicts colorful flowers in the shape of lungs that become wilted or brown in response to data about local air quality. The billboard's message also changes to encourage viewers to do their part to fight air pollution.
Marketers must pay attention to audience personas when considering adjustments to digital signage content, otherwise the messaging could be lost, advises Steve Glancey of Screenfeed Content. Marcos Terenzio of iGotcha Media notes that his company has found consumer behavior changing rapidly, while Bryan Meszaros adds that OpenEye has advised clients on challenges unique to their industries.
A four-week review by AdQuick of common national out of home advertising media shows pricing ranging from $675 for street furniture ads to $12,450 for wallscapes. The review also found the average price for multiple posters known as wild postings was $5,437.60 and billboards were $900.
Gartner's latest Annual CMO Spend Survey indicates chief marketing officers don't expect the business climate to return to "business as usual" for at least 18 months. While 45% of CMOs surveyed expect the their budgets to "moderately" or "significantly" decrease, 34% expect their budgets to increase.
Recent college graduates reveal that they wish they'd had more networking and computer software skills training, according to skills gap research by Gallup, which also found business majors reported a lack of practical skills training. All of the skill gaps findings could explain why fewer Americans view college education as very important than in 2013, says Gallup.
Jacob Dubbins, co-chair of the Conscious Advertising Network, talks about how the ad industry shouldn't ignore ethics during the pandemic and what needs to be addressed from an ethical standpoint across ad fraud, diversity, data consent, child well-being, misinformation and hate speech. "Advertising needs to step up to its responsibility for its supply chain and the fact that it funds the internet; the good stuff and the bad stuff," he says.
VaynerMedia and Kraft Heinz launched a campaign for Kraft Mac & Cheese based on the insight that children ate the meal 56% more in the morning during the pandemic, which includes a 30-second spot positioning the product as "100 percent more breakfastier." The push includes a Twitter sweepstakes to win one of 500 limited-edition "Breakfast Boxes," and the brand is donating 10 boxes, up to 1 million, of its Mac & Cheese to Feed the Children for each tweet using #KMCforBreakfast.
Goodby Silverstein & Partners, with Google, YouTube, Tribeca Enterprises and the UN, created a "Life Below Water" film voiced by Morgan Freeman that showcases a new form of sea life -- plastics. The film was created to further the UN's 17 Sustainable Development Goals and is running on YouTube.
Harmon Brothers created a humorous "Office Takeover" campaign for Profits Unlimited that stars actor Corey Landis, who touts the brand's investment subscription service from Paul Mampilly to those who may need some sound financial advice considering their less than sensible life decisions. "Whenever we can clearly explain what a product is while entertaining you is a win to us," says Harmon Brothers Chief Creative Officer Daniel Harmon.