What's the hottest category every agency wants to be in right now?
Cannabis? Nah, it's a regulatory mess with a lot of uncertainty about the stability of its emerging brands. Direct-to-consumer? Maybe, but there's often a certain blandness to DTC marketing, and its reliance on direct response can be...intimidating in terms of accountability.
No, for my money the answer is food delivery apps.
Why? Because it's the perfect intersection of rapid growth, creative potential and media spend.
In its ranking of 2019's fastest growing brands, Morning Consult put DoorDash at No. 1 and Postmates at No. 3. (Sandwiched between the two, in case you're curious, is last year's seltzer of summer, White Claw.)
A food delivery app account is all but guaranteed to include all the ad placements creatives dream about: urban outdoor (including every art director's Holy Grail: murals in L.A. and/or Brooklyn), mass transit out-of-home, Instagram and maybe even TikTok. But you still have an excuse to make TV-worthy spots!
Truly the dream.
And you know who's living that dream? Mother. The independent agency's L.A. office this weekend unveiled its new campaign for Postmates, anchored by a surreal ad about hamburger collisions during Sunday's Oscars.
Meanwhile, in the U.K., Mother London is also creating fun work for Uber Eats. Geeze, MOM, save some accounts for everybody else!
Read more: To see how the campaign is also coming to life in outdoor.
Then let me know at the email below or on Twitter (I'm at @Griner) which category you'd most love to be working on right now, regardless of which part of the agency/brand world you're in now.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
