Making the Business Case for Creativity
Upwork had an awareness problem. The freelancing platform had been around since 2013, but it didn't have wide recognition in the industry. Along came agency Alto with a creative idea based on the fact...
View ArticleAdweek’s Creative 100: 2023’s Most Innovative and Visionary Talents
Though warnings about the death of creativity are nothing new in an age of rapid technological innovation, this year the threat has felt more acute amid economic turmoil and the rise of generative AI....
View ArticleKeke Palmer Spent 20 Years Cultivating Creative Control. Now She’d Rather...
Wearing an ankle-length dress and a glossy updo while posing outside her Los Angeles home, Keke Palmer decides that intermissions are for entertainment. In the quiet moments between takes of her Adweek...
View ArticleWhat Creativity in B-to-B Marketing Looks Like Today
What makes marketing creative? Historically, when someone has invoked "creativity in marketing," they were celebrating the cleverness of an ad. But as the remit of the CMO has expanded in recent years...
View ArticleWhy We Need a New Formula for Creativity in B-to-B Advertising
B-to-b creative tends to follow a set formula: product features + disembodied voice-over + generic visuals. You know what we're talking about--stock images of professionals in gray suits sitting around...
View ArticleAdvice for Brands Working With Creators, From Creators
Last month at Adweek's Social Media Week event, we caught up with creators and brand executives to discuss the elements of a successful partnership. When it comes to a successful brand partnership with...
View ArticleTikTok Shop Is Testing Visual Search
As AI continues to shock the traditional search world, TikTok is going the visual route, testing a new tool in its Shop tab, Adweek has exclusively learned. The feature, which will allow users to take...
View Article‘Cannesxiety’ Is Real and Plenty of Nominees Have It
Cannes Lions has a lot going for it. The azure south of France location, the free-flowing ros?, the glitz and glamor, the yachts, the open access to the best and brightest in the industry and, of...
View ArticleLet’s Talk About Brand Podcast: Branding and Culture with Dr. Marcus Collins
Do you know what Beyonce and Patagonia have in common? They all have brands that have shaped the culture that surrounds them. Today's guest is Dr. Marcus Collins. He studies cultural contagion and...
View ArticleBeyond Attention Metrics: Why We Need a Consumer-First Media Ecosystem
For advertisers, attention is emerging as the new standard for evaluating ad effectiveness. But with the average person spending seven hours online every day--browsing, chatting, watching or working...
View ArticleEIBWC Podcast: Reaching Gen Z and Gen Alpha
Leading a successful business transformation is an art. In today's episode of Everything Is Better With Creators, we're speaking with Kristin Patrick, evp and chief marketing Officer of Claire's, about...
View ArticleGreenpeace’s Star-Studded Fleetwood Mac Cover Is a Rallying Cry for Young...
Greenpeace has commissioned a cover of Fleetwood Mac's hit song "Don't Stop" as an anthem to galvanize a new generation of climate activists. The campaign, developed by agency Mother London, reimagines...
View ArticleGen Z Looks For LGBTQ+ Brand Allies to Stand Tall, Not Buckle Under Pressure
Each February since 2017, the National Hockey League has touted its "Hockey Is for Everyone" month, focusing on DEI initiatives. Anheuser-Busch InBev has claimed in its corporate diversity, equity and...
View ArticleOff the Clock: Iris North America CEO Ian Sohn Runs Marathons to Unplug
Nearly a decade ago, agency vet Ian Sohn began transitioning into leadership roles, a career shift that also ushered in increased stress and anxiety. So he started running as a way to unwind. What...
View ArticleHow Timberland Went From Dirty Work Boots to Hip-Hop Drip
For the last two decades, London's iconic Phonica Records has been the place for vintage vinyl fans who've devoted their weekends to bin diving. But in November 2018, shop visitors had an experience...
View ArticleInfographic: When Brands Speak Out, Many Consumers Are Skeptical
In recent weeks, Target and Bud Light have faced significant backlash for marketing or merchandise that supports LGBTQ+ individuals. After backpedaling on their positions--Bud Light put two marketing...
View ArticleThe Social Element’s Tamara Littleton Pioneered Remote Work Before It Was Cool
In 2002, Tamara Littleton founded her agency, Emoderation, to help brands create communities online. That was before the era of MySpace, when the most popular social media platform was Friendster. "It...
View ArticleExclusive: Tubi’s Satirical B-to-B Campaign Brings Comedy to Cannes
Tubi and Mischief are at it again. Ahead of Cannes Lions, the AVOD and agency of record Mischief @ No Fixed Address teamed up for a b-to-b marketing campaign designed specifically for the creative ad...
View ArticleHow BECA Is Paving the Way for Future Black Marketing Leaders
For veteran marketer Jerri DeVard and many of her fellow Black Executive CMO Alliance (BECA) members, the annual pilgrimage to Cannes Lions is one that, in the past, felt like it was missing something....
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