Old Spice Debates: It’s a brave man who questions ad industry orthodoxy. One touchstone of the ad world is the brilliance Old Spice Guy campaign. The Wieden + Kennedy-created effort has been awarded high and low in ad circles for bringing new life to the P&G brand. But at Ad Age, brand strategist Jonathan Salem Baskin is unimpressed. He calls the campaign “a textbook example of why every brand doesn’t need a content strategy, and maybe why it isn’t so old-fashioned to focus marketing on selling things instead of being entertaining.” Ouch. But is that so? As my former Adweek colleague Andy McMains was quick to point out, the Old Spice campaign is credited with driving strong sales growth, as evidenced by its Effie award, which recognizes creativity that actually sells stuff. Of course, it’s hard to unpack what’s to credit for those type of things, but there’s little doubt the Old Spice campaign revitalized its place in the market. There’s certainly the suspicion, however, that the ad world loves the Old Spice Guy far more than average people.
Stat of the Day: 50 percent of Netflix subscribers view video via their game console. At Hulu, 89 percent watch via their computers. Source: Nielsen
Whither the Daily: Amid all the hubub about the fate of the Murdochs hangs a question: What’s going to happen to The Daily? The iPad-only publication was Rupert Murdoch’s baby — apparently the idea for it came to him in a dream — and the uncertainty swirling around NewsCorp only heightens the precarious ground on which The Daily stands. The New York Observer tackles the question, highlighting the fact that The Daily editor in chief Jesse Angelo is a Murdoch favorite. While the Oberver predictably focuses on personalities, the fate of The Daily might hinge more on its strategy of being a daily-only publication in a real-time era.
The Washington Post invests in climate coverage as its team expands to over 30 journalists
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Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
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SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Member ExclusiveMedia Briefing: Publishers’ Q3 earnings reports show promise, but not without sacrifice
Publishers' third quarter earning reports are in.
A new entrant in the data-driven linear TV measurement space aims to fill a gap left by Microsoft’s Xandr
As Xandr shuts down its Clypd platform, datafuelX's M3 SaaS product aims to solve some of the multi-currency, multi-platform problems with investing in convergent TV today.