| | | | | First Things First | | June 25, 2020 | By Jess Zafarris |
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| Premium | How the Lessons of Quarantine Will Reshape Advertising's Creative Process | |
Lockdowns are beginning to lift, leaving companies that went fully remote to consider the lessons they learned from working in quarantine and apply them to the future of their processes. Adweek spoke with several creative executives about their thoughts. Here's a sample: - Karl Lieberman of Wieden + Kennedy said that remote work has removed barriers between hierarchical levels, with collaboration via Zoom making creativity more inclusive for junior employees, and hopes the trend continues.
- Gut's Anselmo Ramos anticipates that corporate travel will not be as common in the future because "there’s no meeting you cannot join remotely." The same goes for production, according to GSP's Margaret Johnson: “This has made us all realize that you can be anywhere, make anything and still be excited.”
- Working with clients has proven a challenge—but wasn't it always? And quarantine adaptations have humanized the process in some ways, said Forsman & Bodenfor's Matt Creamer.
More Adweek Pro content: In a similar vein, Adweek also explored how kids clothing brand French Toast paved the way for creatives to do professional photo shoots that maintain proper social distancing protocols. The brand kept things pandemic appropriate by shooting the kids who modeled the clothes around their homes, wearing masks and in more solo motifs rather than group shots. Stay a step ahead of the competition with an Adweek Pro Subscription, which includes unlimited stories, virtual events and more. | |
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| Inside Panels and Presentations at the 2020 Digital Content NewFronts | |
- Vice Media called for advertisers to stop blocking keywords like Black Lives Matter and protesters to help news organizations avoid cutbacks.
- CMOs from Lowe's, Cadillac and Snap talked with Forbes on a panel about navigating pandemic messaging. Key takeaways included being ready to halt plans and pivot, show empathy to consumers and support the team and the company to move forward.
- NPR, AMP and NewFronts newcomer Vibenomics addressed the future of audio in their presentations. The first two focused on the ways their radio and podcast hosts forge reliability and trust during the pandemic, while Vibenomics touted its Audio Out-of-Home marketing.
- Leaders from the agency, digital, finance and mass media held a conversation on the diversity revolution and racial equity. Moderator Monique Nelson of UWG pointed to massive market growth from Black, Latino and Asian communities, as well as Gen Z's desire to see their values reflected, as signs that change in the industry is overdue.
- A panel with three news executives from BBC Global News, Vice Media and NPR addressed the state of the news industry in 2020, expressing a degree of optimism and confidence about its future despite numerous challenges.
- In their presentation, The Wall Street Journal and Barron’s Group executives talked up their data on consumers, especially the new paying readers who signed up during the pandemic.
More of Today's Top News and Highlights | | | |
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| | Adweek Promos and Events | Celebrating Adweek Pride Stars | |
| | This year for the first time, Adweek is honoring Adweek Pride Stars - LGBTQ leaders creating an impact in advertising, marketing, and culture. Join us on tomorrow at 12pm for a live virtual event and celebration, hosted by GLAAD president, CEO Sarah Kate Ellis, where they will discuss how they are personally and professionally navigating these turbulent times. Save your virtual spot. | |
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| | Featured Jobs | Sabii Digital Jersey City, New Jersey | Wakefern Food Corp. Edison, New Jersey | Via New Media Inc. New York City, New York | The Brandon Agency Charlotte, North Carolina | Pennsylvania State University University Park, Pennsylvania | | |
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