Month: April 2019

To hear Paul Woelbing tell it, all he ever needed to know about lip balm he learned from … motorcycles. Woelbing is the third-generation president of Carma Laboratories, the Milwaukee-based company that makes Carmex lip balm. As a man who literally grew up with the product (his grandfather mixed the first batches in his home…

There was a time when experiential marketing was a niche category, a simple add-on in a brand’s overall strategy. That time is over. Experiential activations have become more ambitious than ever–extraordinarily creative, inventive and engaging. With our inaugural Adweek Experiential Awards, we celebrate the talent behind the past year’s most impressive initiatives, and we can’t…

Not enough people talk about the good the president is doing–like providing abundant comic fodder for a hilarious experiential activation by Comedy Central. The network’s Donald J. Trump Presidential Library was so clever and on point, it landed the Comedy Central the coveted Experiential Brand of the Year honor in our first-ever Adweek Experiential Awards…

As the 2019 NewFronts kicks off in New York today, the brand safety issue will once again be the apex talking point between programmers and brand and agency partners, who are considering whether to shift more of their advertising budgets into OTT and non-linear television. The annual Adweek NewFronts roundtable convened at Adweek’s HQ a…

We’ve sung the praises of Giant Spoon before–most recently, when we named it Breakthrough Agency of the Year last fall. But we can’t help it if they keep topping themselves. An American Red Cross blood drive presented as an immersive Game of Thrones experience to promote the HBO show’s final season? We don’t know how…

Each of the seven years IAB has managed the NewFronts has yielded a different organic theme. In the past few years, brand safety, over-the-top (OTT) video and TV-like experiences have all been central to the conversation. This year, it’s the dominance of digital video and the ripple effect it’s creating throughout our industry. The big…

Sonic branding is a hot topic among marketers these days, but one might assume the idea of branded sounds (like the click of a Zippo lighter or the fading static of HBO’s logo) is limited to ads that have, you know, audio. However, Coca-Cola’s newest European campaign, “The First Print Ads You Can Hear,” proves…

Historian Yuval Noah Harari and computer scientist Fei-Fei Li discuss the promise and perils of the transformative technology with WIRED editor in chief Nicholas Thompson.