Plus, an interview with the man who organized the Amazon walkouts ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ 
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First Things First
 
April 15, 2020
By Jess Zafarris
 
 
6 Tips for How Marketers Can Play a Vital, Appreciated Role in Fighting COVID-19
 

Many brands are jumping into the altruism game to help communities and customers as the pandemic rages on. But will these efforts make a lasting impact? Hillary Haley, a social psychologist at L.A. agency RPA, says brands can see the most benefit long-term “if they can play the connector role” between worthy causes and anxious consumers.

Agency Fancy put out a series of images and GIFs for the peer-to-peer platform Mask Match that enables people to send unused personal protective gear directly to medical professionals. And Lowe’s, sticking with its DIY messaging, encouraged consumers to make signs of gratitude for delivery, health-care and retail workers.

Read more: Here are strategies that can help you strike the right tone and make a difference as a marketer today.

  • Related: Spice brand McCormick has shifted its marketing and is now engaging with at-home chefs with social media Q&As, cooking tutorials, Spotify playlists and positive "It's Gonna Be Good" messaging.
 
 
 
 
 
Q&A: Ex-Amazon Employee Chris Smalls on What’s Really Happening Inside Those Warehouses

Adweek talked with Chris Smalls—perhaps best known as the guy Amazon fired after organizing a walkout—about his experience inside Amazon’s warehouses, why he organized the walkout, and what comes next for him. Here's a couple highlights:

  • Smalls says reports that he was fired over violating social distancing aren't true as guidelines weren't in place in March. "I was placed on quarantine, but they didn’t quarantine any of my employees who I had been around for 10 hours. Why? I think they did it to silence me."
  • He says Amazon isn't doing enough to protects its workers, arguing it needs to offer hazard pay and sick pay.
  • His message to Jeff Bezos: "Take care of your employees. Pay your people. Stop dancing around. Pay employees for the entire month of March instead of giving them unlimited unpaid time."

Read more: Smalls explains what's really going on in Amazon warehouses.

Related: How Walkouts at Amazon Mirror Retail Strikes Through History

As the coronavirus pandemic continues, so do reports of protests among the essential workers at companies like Amazon, Whole Foods, Instacart and Target.

This moment in history is certainly unprecedented, but these strikes echo the time of the Great Depression and World War II. In 1941, workers at the department store Gimbels went on strike to demand the eight-hour workday recently adopted by the manufacturing industry, and in 1944, at the height of World War II, the Montgomery Ward strike in Chicago redefined workers' rights to fair pay and benefits.

Read more: While it's clear employees are up against a formidable foe, history shows their cause may not be lost if they can appeal to American consumers.

 
 
 
As Agencies Keep Adapting, Game Engines Emerge as an Effective Tool to Keep Work Going

Video game engines like Unity and Unreal are becoming essential tools while filming is on hold. Production company The Mill, for instance, used game engines for a Google Pixel 3 ad featuring Childish Gambino, among several other projects. The main benefit of using game engines for production is that they can render content much faster than more traditional tools—and it can be paired with AR and VR for even more opportunities.

Read more: In addition, experiential clients that usually work in more physical spaces are looking to develop virtual activations and digital experiences.

Adweek has expanded its offering of live shows, webinars and virtual events during the crisis brought on by the coronavirus pandemic. Here's a schedule of events and links where you can tune in.

 
 
 
Omnicom CEO John Wren Outlines Cost-Cutting Measures Including Furloughs and Layoffs

In an internal email to employees of Omnicom agencies, CEO John Wren outlined a series of cost-saving measures the holding company is taking in response to the impact of the coronavirus pandemic, including furloughs and layoffs. Wren is the first holding company CEO to reveal that he is forgoing his salary for the foreseeable future as he won't take a salary until the end of September.

Read more: Wren said that Omnicom will participate in government subsidy programs in various offices around the world, where possible, to avoid the need for layoffs.

 
 
 
How Fiat’s Experience in Italy Informed Its Creative in the US Today

Fiat Chrysler Automobiles (FCA) is based in the two countries that were among those hit hardest by the pandemic. Fortunately, Fiat’s experience in Italy helped its sister brands for what was to come. We talked with Olivier Francois, CMO of FCA and Fiat president, about how the brand turned a cancelled exhibition into an act of solidarity with Italy—and then extended its #StayAtHome social campaign across the broader company.

Read more: The strategy has been individualized for each brand, from Jeep's #StayOffTheRoad to Alfa Romeo's #MorePowerfulInPark.

The Latest in TV and Streaming News:

Best of the Rest: Today's Top News and Highlights

 
 
 
 
 
 
 
 
 
 
 
 
 
Progressive Brings Back Its Painfully Relatable Campaign About Becoming Your Parents
 

In this campaign from agency Arnold, Progressive introduces Dr. Rick, a supposed “parenta-life coach” who helps home buyers avoid the fate of becoming their parents.

 
 
 
 
 
 
 
 
Promoted Content by Adstream
To Avoid Cringe-Worthy Creative You Need to Have the Right Processes in Place
 
To Avoid Cringe-Worthy Creative You Need to Have the Right Processes in Place
 
 
 
 
 
 
 
Adweek Promos and Events
230 Marketers Join Adweeks Executive Mentor Program
 

Adweek’s Executive Mentor Program connects senior-level marketers with some of the world’s top CMOs, CBOs, CEOs, Chief D&I Officers, Chief Creative Officers, and more to help shape the next generation of marketing leaders.

A pitch competition will be held for interested mentees (mid-senior executive marketers) to earn time with one of our executive mentors. If chosen, the mentee earns two 30-minute phone calls with their mentor and Adweek will help prepare both the mentee and the mentor for success.

Learn more about the program and apply here.

 
 
 
 
 
 
 
 
Microsoft Turns Positive Customer Feedback Into Its Latest Campaign
 

The spot features professionals relying on Teams to connect during the pandemic.

 
 
 
 
 
Reddit's Pitch to Brands in the Age of Coronavirus: Listen, Then Do
 

The platform is thinking about the 'culture of quarantine.'

 
 
 
 
 
What Students Want to Know Most About Ad Tech, Answered
 

Adweek Advisory Board member and Hypergiant founder Ben Lamm shares his expertise.

 
 
 
 
 
I'm With the Brand LIVE: David Lester, OLIPOP
 

How this sparkling tonic brand built its business.

 
 
 
 
 
&pizza and Citi's 'Hero Kitchens' Will Provide Free Pizza for COVID-19 Frontline Workers
 

100,000 free pies for those at the epicenter of the pandemic.

 
 
 
 
 
Athletes Show How They're Spending Quarantine in Cisco Ad
 

Campaign for Webex includes PGA golfers and NYC Football Club.

 
 
 
 
 
 
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