Busting down barriers and breaking the rules may not work so well if you’re a doctor or lawyer. So welcome to the world of advertising and creative production, the perfect place for people who don’t care for or play by the rules. High quality, authenticity, and wickedly unorthodox content is achieved by pushing toward, and through, the edges of what has already come before.
One could be forgiven, or at least, definitely understood, if they awoke in recent weeks from a 100 year coma and thought not a lot had changed.
It’s appalling that in 2019, especially February, which is the month we celebrate and honor black Americans for their culture, contributions, and creative endeavors, that the news has been smattered with story after story about blackface. From elected politicians to high-fashion sweaters, it seems as though we can’t flip on a news station or scroll through a news site without seeing a case of blackface.
One Mad Hit Juice Box. V’Nilla Cookies & Milk. Whip’d Strawberry. Carnival Crunch. Twirly Pop. Could these be new ice cream flavors from Ben & Jerry’s? Or Kellogg cereals? Nope. They are flavors of E-Juice, also known as smoke juice or E-liquid, a nicotine-based liquid used in electronic cigarettes and personal vaporizers.
The youngest crop of teenagers - known as Generation Z and born between 1996 and 2010 - represents perhaps one of the most complex and misunderstood customers in advertising history. A highly mobile, social media-fluent, and socially conscious generation of multitaskers, they are expected to account for 40% of all consumers by 2020 with the potential to wield billions in buying power, making them a larger and more diverse cohort than Baby Boomers or Millennials.
Summer was on sale again in May at Southwest Airlines, whose smiling pilots and flight attendants offered one-way fares as low as $49 as part of its annual, multi-platform "Transfarency" marketing campaign. For decades, Southwest Airlines led the nation’s domestic carriers as one of the most aggressive advertisers, with a $218MM advertising budget in 2015. Its front-facing public relations and brand strategy projected an image of the nation’s most consumer-friendly airline with a family-style employee culture. The investment paid off with good press and high returns.
Until it didn’t.
You can be forgiven for not knowing where exactly the U.S. stands on foreign trade on the day-to-day, with talk of everything from trade wars to truces. Yet the shifting economic climate poses a significant challenge to industries trying to market themselves at home and abroad - along with the creative agencies who support them.
If advertisers understood the importance of social media before, the protest marches and unprecedented string of teacher strikes provide even more confirmation of digital media’s critical role — when used well — in engaging an audience and shaping public discourse from the grassroots up. K-12 education is a particularly tricky industry for advertisers. It’s one of the two largest industries in the US - comparable with healthcare - accounting for 7.2% of the nations GDP and the largest employer in every state, but spends only a fraction on advertising compared to other industries, according to Forbes.
An estimated two billion people use Facebook each month, and millions of businesses rely on its apps and services to reach them — from Facebook Pages and Messenger to its Audience Network, brand awareness tools like Facebook Live, and acquisitions like WhatsApp, Oculus VR and Instagram.
The question of the moment: Will things change in the wake of the Cambridge Analytica data breach and Facebook CEO Mark Zuckerberg’s less-than-forthcoming testimony before Congress about user (and non-user) personal data, privacy, and the social network’s role in Russian interference in the 2016 presidential election?
Not overnight, it seems.
What does it take to be a woman at the helm of advertising? What role does gender play in the leadership and growth of creative agencies? I recently set out to answer these questions along with Katy Osborn, doc filmmaker and co-founder of Amelia Street Studio, in our first ever Facebook Live.
It seems hard to believe that most advertisers once flocked to TV and newspaper. Advancements in technology offer unparalleled possibilities for targeting and engaging audiences, irrevocably altering the media landscape and consumer behavior. The digital marketing revolution affects everything from how content is created to audience expectations, and experiential advertising stands at the forefront. Consumers, who see more than 5,000 advertisements in a single day, are looking to connect less directly with products and more directly with one another through meaningful brand experiences.
Here are some of the top trends we anticipate having the most impact on advertising in 2018: