| | Media Buyer & Planner Today | | | | | | | | | #1 Gap's Breastfeeding Ad Wins Widespread Praise | | The clothing and accessories retailer has launched a new ad campaign that features a woman breastfeeding her baby and it has received much initial praise and support on social media, according to assorted reports. The campaign is to promote a new collection of comfort clothes for women and includes a series of ads of women relaxing at home, playing with animals, as well as one woman wearing a v-neck shirt, part of the new Love by GapBody collection, and breastfeeding. In the past, some ads featuring breastfeeding have drawn backlash online. As Business Insider points out, a 2017 Dove ad in the UK featuring a woman breastfeeding was pulled because many felt it implied women should feel ashamed to breastfeed in public. | | WHY THIS MATTERS: While Gap Instagram photos typically get around 5,000 likes and a few dozen comments, People reports, the breastfeeding photo very quickly drew 33,000 likes and nearly 2,000 comments. The positive feedback comes at a time when Gap has been struggling with stalled sales and plans to shutdown some stores. Its CEO recently stepped down. But this campaign could bring back female customers into its stores. Said one woman on Instagram, "I have never shopped at Gap, but I will be purchasing something tonight! This is amazing!" | | Three Takes: Adweek | Business Insider | People | | | | #2 Diageo Markets Female-Branded Jane Walker | | The alcohol beverage company is rolling out a female-branded version of its Johnnie Walker scotch called Jane Walker, in an attempt to woo female drinkers, The Wall Street Journal and Adweek reported. The limited version of Johnnie Walker Black Label, will feature a woman on the label. The new limited edition brand will be rolled out in March, during Women's History Month and the International Women's Day celebration. The company will also donate $1 for each bottle produced to nonprofit campaigns tied to women's issues. The campaign, including the packaging and logo, was created by Anomaly, which has been the brand's agency since 2014. A full-page ad will run in assorted print publications including the New Yorker, Vanity Fair, New York Times, Financial Times, Time Magazine and Hollywood Reporter. | | WHY THIS MATTERS: Izzy Pugh, a cultural insights director at creative marketing consultancy Kantar Added Value, who has advised Diageo on its marketing plans, says the company was "ignoring the key money spenders and decision makers" by marketing directed only at men. She pointed out that women are in charge of 80% of disposable family income. Diageo has been doing more to make its products more attractive to women. It initially planned to introduce its Jane Walker brand if Hillary Clinton had won the presidential election, but tabled the idea when she lost. | | Two Takes: WSJ | Adweek | | | | #3 Brands Using Poetry to Break Through Clutter | | Companies including Coca-Cola, Microsoft, Under Armour, Policygenius and A+E have all recently used poetry in ad campaigns as a way to cut through the noise and grab viewers' attention, Adweek reports. Some of the poetry is verbal, in TV spots, while some, as in the case of Policygenius, is featured in outdoor ads in the New York City subways. | | WHY THIS MATTERS: Brands are always looking for ways to standout in viewers' minds and to be unique or different in the way they portray themselves. "We are now seeing poetry used in commercial storytelling because viewers are wise to conventional advertising and are bombarded by it, so they have developed ways to filter it out," David Blackburn, an editor at postproduction house PS260, tells Adweek. "Poetry is more entertaining than most ad copy, and viewers are inclined to respond to lifestyle or feeling rather than a hard sell." And Alexander Nowak, executive creative director at Droga5 says poetry has become more approachable for young people. | | A Take: Adweek | |
| | |
| | 55 | | Percentage of U.S. marketers who believe improving customer satisfaction is "crucially" important, according to a survey by customer experience agency Verndale. Another 32% say it is "very" important. Also key to marketers is improving customer retention with 51% calling it "crucial" and 36% calling it "very important." Those two areas are considered more important by marketers than increasing sales and attracting new customers. | – Reported by eMarketer
| |
| | | |
| | 'The Voice' Helps NBC Win First Post-Olympics' Night | by John Consoli
In the first primetime night for the broadcast networks following the Olympics, NBC still took ratings honors in the 18-49 demo, posting a 2.3/9 to defeat second place ABC which recorded a 1.6/6, per Nielsen overnight ratings.
NBC was bolstered by the mid-season premiere of The Voice, which scored a 2.7 in its two-hour timeslot, followed by the premiere of Good Girls which did a 1.5/6. ABC opened the night with a 1.7 from The Bachelor, which was followed by a 1.3 in the demo by The Good Doctor.
CBS scored a 0.9/3 on the night, with comedies Kevin Can Wait and Man with A Plan producing at 1.0, followed by Superior Donuts and the premiere of Living Bibically, which scored a combined 0.8. Drama Scorpion at 10 did a 0.8.
Fox did a 0.8/3 with Lucifer opening the night with a 0.8, followed by The Resident which did the same rating.
Univision and Telemundo both did a 0.5.
The CW did a 0.4. | |
| | | |
| • MICHAEL RILEY was named general manager of Ellen Digital Ventures, jointly owned by Warner Bros. Digital Networks and Ellen DeGeneres. He was most recently president of KCETLink Media Group. Prior to that he was president of ABC Family Channel, now Freeform.
| |
| | | |
| Technology Leadership Summit
February 28 – March 1, 2018 | Raleigh, NC
Learn More
20th Annual Multichannel News Wonder Women Luncheon
March 22, 2018 | New York, NY
Learn More
Advanced Advertising Summit – Spring Edition
March 26, 2018 | New York, NY
Learn More
Multicultural Television Summit
April 3, 2018 | New York, NY
Learn More
Technology Leadership Awards at NAB
April 9, 2018 | Las Vegas, NV
Learn More
Digital Media Tech Leadership Summit
June 5-6, 2018 | Tampa, FL
Learn More
The Programmatic Summit
June 7, 2018 | New York, NY
Learn More
| | more events » | |
| | | | |
