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Gillette Embraces #MeToo: “Is This the Best a Man Can Get?” |
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Calling all branding heroes: A North Carolina marketing services agency says its meticulously planned rebranding effort was ruined when its new name, 3-VE Marketing, turned out to closely resemble the FBI’s nickname for a massive online ad-fraud operation—3ve. Not good for your search results. Now it’s taking suggestions, Fast Company reports.
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| Gillette Tells Men to Shave Their Toxic Masculinity |
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PHOTO: PROCTER & GAMBLE
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“Is this the best a man can get?” Gillette’s new online video asks, after showing men listening to news about the #MeToo movement, bullying and toxic masculinity. “Is it? It has been going on far too long. You can’t laugh it off, making the same old excuses.”
That’s certainly a new spin on the brand’s 30-year tagline, as CMO Today reports. Gillette parent Procter & Gamble is among companies that in recent years have used advertising as a platform to get into issues such as gender equality, immigration and gun control. It appears to be one of the first to address #MeToo so directly.
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Lara O'Reilly emails: We’re just a couple of weeks into 2019 but already we’ve witnessed an event for the history books. On Sunday, a photo of an egg became the most-liked image on Instagram, dethroning a February snap of Kylie Jenner’s newborn baby daughter. The egg photo, posted by @world_record_egg, had 25 million likes at the time of writing, to the previous record holder’s 18 million. See what happens when we all work together? (And not a #paid or #ad hashtag in sight.)
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| American Brand Stand, Part 2 |
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PHOTO: COLUMBIA SPORTSWEAR
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Most marketers have avoided getting involved in the government shutdown drama, but Columbia Sportswear ran a full-page ad in the Washington Post headlined “Make America’s Parks Open Again.” “Walls shouldn’t block access to parks,” it continues, “and federal workers shouldn’t be left out in the cold. Work together to open our parks.”
Many national parks remain accessible to visitors, but without National Park Service workers to remove trash, provide permits or operate campgrounds. Some parks are closed completely.
Columbia Sportswear hasn't run a political ad before, Chief Executive Tim Boyle told CMO Today. “But these are times that haven’t existed in the past,” he said.
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Lester Wunderman, founder of direct marketing agency Wunderman, died on Jan. 9, at the age of 98, the company said. Mr. Wunderman founded Wunderman, Ricotta & Kline in 1958 as a marketing agency focused on delivering sales for clients, a new concept at the time that seeded a thriving direct marketing industry. Young & Rubicam acquired Wunderman in 1973.
And Barbara Gardner Proctor, known as the founder of the first ad agency owned by an African-American woman, died Dec. 19 at age 85, according to her son. She opened Procter & Gardner Advertising in 1970, eventually landing clients including Kraft, Illinois Bell and Alberto-Culver, according to Crain’s Chicago Business. The agency closed in 1995.
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“I’m not bringing this bill to tell people what they can and can’t eat. All I’m asking for is truth in advertising.”
| — Nebraska state Sen. Carol Blood, explaining to the Washington Post why she introduced a bill banning advertising plant-, insect- and lab-derived products as meat |
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The NFL confirmed its Super Bowl halftime lineup: Maroon 5 with Big Boi and Travis Scott, who said he made a donation together with the league to call attention to social justice. [EW]
Zero grams trans fat: Bud Light is adding nutritional labels to some packaging. [Ad Age]
CBS and Nielsen struck a new deal after an 11-day impasse. [The Hollywood Reporter]
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Marketers found a lot of 5G talk at CES, plus the usual enthusiasm for voice, AI and robots, including mechanized delivery “dogs” that can walk up stairs to deliver parcels. [WSJ]
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The U.K.'s Advertising Standards Authority has warned hundreds of influencers for failing to clearly disclose that they were paid to promote brands in social-media posts. [The Drum]
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