Hello marketers!
Welcome to the new and improved Brand Marketing newsletter from Adweek. While you’ll still get our usual story round up for most of the week (Monday through Thursday) you’ll also get this more personalized newsletter in your inboxes each Friday from me. Who am I? My name is Kristina Monllos and I run the Brand Marketing coverage at Adweek, where I’ve been a reporter and editor for the last four-and-a-half years covering the best marketing has to offer. Got something cool, fun, weird, strange you think should be in the newsletter or on our site or just want to chat about brand marketing? Drop me a line at Kristina.Monllos@adweek.com.
Now that introductions are out of the way, I’ll tell you a bit about what this new format will entail. Each Friday you’ll get a personalize note recapping the big stories of the week in the brand marketing world, a tidbit or two and must-read links. We want to make your reading experience better—and more personalized. Got ideas? You have my email.
Deep breaths: Here we go! Believe it or not, Super Bowl is here. That’s right. We’ve already got brands announcing a return to the game (what’s up, Avocados From Mexico) and clever regional buys (Yellow Tail will once again use a regional strategy to work around Anheuser-Busch InBev’s lock on Super Bowl ads). It’s early—we can’t even make it past Thanksgiving?—but it’s happening and we’re on it. The question that remains: What kind of Super Bowl campaigns will we see this year? Will the return to lighthearted humor continue? Will marketers use the game to send a pointed political message? Got any insight? Let us know!
Thanks again for reading and I look forward to spending a little bit of Friday with each of you.
Best,
Kristina Monllos, Senior Editor, Brand Marketing
Quote of the week: “I believe the Super Bowl is the most underrated investment you can [make] as a marketer if you treat it the way you need to,” said Alvaro Luque, CEO of Avocados From Mexico. “You could say that I’m crazy thinking that more than $4 million for 30 seconds is underrated, but the reality is that if you see that as an ad, it will never pay off. But if you see this as an excuse to create a two-week campaign for the company, there’s no way you can do that and be that successful investing those dollars compared to the Super Bowl.”
Say What? This midterm election was the most-expensive yet, in terms of ad spending, with an eye-popping $8.9 billion spent on ads, per Borrell Associates.
