Adweek — October 08, 2017

COVER: CHRIS LOUPOS; STYLING: JASON REMBERT; HAIR: FELICIA LEATHERWOOD; MAKEUP: JOANNA SIMKIN; PRITCHARD: JEREMY KRAMER; FEARLESS GIRL: BLOOMBERG/GETTY IMAGES; NEWTON: GETTY IMAGES

THE WEEK IN MEDIA AND MARKETING

Volkswagen

AMC to place a six-second

ad at the start of each

Walking Dead episode

Dannon drops Carolina

Panthers’ Cam Newton over

“sexist and disparaging” remarks.

Oath will shut

down AOL Instant

Messenger on Dec. 15.

Fox Sports 1 pulls NYC

subway ads calling the

Knicks “hopeless.”

80.6%

ESTIMATED

SHARE OF

U.S. MOBILE

AD DOLLARS

THAT WILL

BE SPENT

ON IN-APP

ADS BY 2018.

( S O U R C E :

EMARKETER)

BIG NUMBER

FIRM BEHIND FEARLESS GIRL FINED FOR

UNDERPAYING WOMEN AND MINORITIES.

BY PATRICK COFFEE

State Street Corp., parent company of the investment fi rm

behind Wall Street’s iconic Fearless Girl statue, agreed last week

to pay a combined $5 million to more than 300 women and 15 black

employees who were paid less than their white, male counterparts,

according to a federal audit. (State Street has offi cially denied the claims.)

The payout comes at an especially awkward time for the company’s subsidiary,

State Street Global Advisors: its Fearless Girl campaign (and McCann New

York-designed statue), which aimed to celebrate women in leadership and

encourage investment in corporations with women in top positions, has

dominated advertising awards shows since debuting in March of this year.

ISN’T IT IRONIC?

TOP STORY

IN THIS ISSUE
OCTOBER 9, 2017 | VOL. LVIII NO. 28

TRENDING
Returning TV series get
max makeovers.

PORTRAIT
These marketers are
bridging the sonic divide.

DATA POINTS
Taking a deep dive into
brands’ Facebook posts.

FEATURE: YOUNG

INFLUENTIALS

Issa Rae leads a group of
game changers in media,
tech, marketing and more.

17

10

33

PERSPECTIVE
The sparkling story
of Swarovski crystals.

30

14

MOOD BOARD The Week in Emojis

“No wonder ad

blockers are growing

20 percent a year. I

mean, how many times

does a person need to

see a toilet paper ad

to get the point?”

P&G CHIEF BRAND OFFICER MARC PRITCHARD

ADDRESSING EXCESS FREQUENCY AT LAST

WEEK’S ANA’S MASTERS OF MARKETING ANNUAL

CONFERENCE IN ORLANDO, FLA. THE EXECUTIVE

ALSO REVEALED THAT THE COMPANY IS

“DESIGNING ADS TO WORK IN TWO SECONDS.”

AD OF

THE WEEK

FIRM BEHIND FEARLESS GIRL FINED FOR

UNDERPAYING WOMEN AND MINORITIES.

State Street Corp., parent company of the investment fi rm

behind Wall Street’s iconic Fearless Girl statue, agreed last week

to pay a combined $5 million to more than 300 women and 15 black

employees who were paid less than their white, male counterparts,

according to a federal audit. (State Street has offi cially denied the claims.)

The payout comes at an especially awkward time for the company’s subsidiary,

State Street Global Advisors: its Fearless Girl campaign (and McCann New

York-designed statue), which aimed to celebrate women in leadership and

encourage investment in corporations with women in top positions, has

dominated advertising awards shows since debuting in March of this year.

ISN’T IT IRONIC?

It’s rare that an ad takes a serious look at one of the

most fundamental of human problems: the pain

caused by diffi cult family relationships. Volkswagen

steps boldly into that fray with a lovely new long-form

ad in Denmark, “Generations.” Made by creative shop

Very Agency, it features a man taking a road trip with

his aging father in the old man’s vintage Beetle. From

the start, it’s clear this will be a bumpy ride, as the

son emerges from the car screaming in anger at the

sky and punching the air. Only later do we understand

what’s happened. (Suffi ce it to say, old wounds

have surfaced.) In the end, it’s an intriguing way to

compellingly connect person and product. —Tim Nudd