Russell Simmons’ New Agency Will Help Brands Connect With Hip-Hop Fans

April 22, 2016  |  Media Week  |  No Comments

This week, hip-hop impresario and Adweek Brand Visionary Russell Simmons launched an in-house creative agency to help brands appeal to young audiences in a new way. The new agency, ADHD, will serve as an in-house creative unit of All Def Digital (ADD), Simmons' web video platform and media company which manages a unit of social video stars, writers, actors and hip hop artists and has 1.4 million subscribers on YouTube. Both entities' acronyms are a nod to younger generations' shorter attention spans, Simmons told Adweek. "The idea was, if you don't have ADD, you're not paying attention," he said. The goal of ADHD is to appeal to the increasingly diverse hip-hop audience, which so far has been misunderstood by brands and by Hollywood, Simmons said. "No one really understands this audience.

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With These Products, Google Is Beefing Up Its Push Into TV

April 20, 2016  |  Media Week  |  No Comments

When you do a Google search for "TV is dead," you get 338 million results. Daniel Alegre, Google's president of global partnerships, says he's "not going to be person 338 million and one." Alegre used his time as the closing keynote speaker at the NAB Show in Las Vegas to talk about why TV is alive and well and how several Google products are helping make that true. "With all the doom and gloom of TV dying, a newer version is rising," Alegre said, adding, "TV by the old definition is down, but the new TV is alive and well." Among a flurry of announcements, including that Google search will soon add live TV listings and that Google Fiber will soon expand to 11 U.S. markets, Alegre announced that Google's DoubleClick successfully tested addressable advertising during two big recent TV events: the Rugby World Cup finals on France's TF1 and the Republican presidential debates on Fox News. Alegre also announced that Roku and Cablevision are partnering with DoubleClick for Publishers for cross-screen TV and video ad serving. Cablevision's COO Kristin Dolan joined Alegre onstage. "What we're able to do with 7 million set-top boxes in the New York City area is aggregate all the viewership data, 24 hours a day, seven days a week, 365 days a year in a non-personnally identifiable way to target our audience," Dolan said. "For programmers it's very valuable." And while one-to-one addressable advertising is the future, Alegre wondered if it can ever scale. "Traditional, linear advertising is great for brands," Dolan said, using automakers as an example. "Cadillac stands for this, or Lexus stands for that. But then you can customize to the target audience—a sedan, sports car or convertible." Alegre summed up the discussion this way: "The biggest change is the elimination of the barriers to viewing. With all the doom and gloom of TV dying, a newer version is rising."

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Ad of the Day: Persol Sunglasses Is Drawing a Graphic Novel in Real Time on Instagram

April 20, 2016  |  Media Week  |  No Comments

Steve McQueen helped make Persol 649 sunglasses famous. But recently, the glasses got a modern redesign, which is being supported by more modern storytelling—including a "Choose your own adventure" style graphic novel unfolding on Instagram. You can see the beginning of the story here —or on Persol's Instagram page. "The campaign puts users in the shoes of Frankie Malone, a rebel seeking to overthrow a regime that has outlawed free thought and stamped out individuality," the brand says. "It's a classic dystopian thriller that takes its cues from films like Blade Runner, Gattaca and Minority Report while modernizing the story for the world of social media." Illustrator Jonathan Bartlett is drawing the new scenes after users collectively vote, with likes, for how the story should proceed. The Instagram project, from ad agency Kettle, is a social extension of an above-the-line campaign titled "Meet the New Generation," starring Scott Eastwood. CREDITS Client: Persol Agency: Kettle

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The 2016 Graduate’s Guide to Marketing and Media

April 20, 2016  |  Media Week  |  No Comments

Graduation season is nearly here, which means a flood of young talent is about to wash over the marketing and media industries. If you're a grad ready to enter the work force, how can you make yourself stand out from the rest? And more importantly, how can you ensure you'll end up with a job you truly love? To help graduates get their careers started on the right foot, Adweek and our sibling site Mediabistro have put together a guide packed with advice, ideas, tips, tricks and cautionary tales. Browse all the articles, videos and resources in this year's Graduate's Guide below. Adweek's Advice for 2016 Graduates: 9 Tips for Landing Your First Job at an Advertising Agency > Quiz: Which Marketing or Media Job Is Right for You? > Hunting for a Job?

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Put Away the Selfie Stick and Live Like a Local, Urges Airbnb’s New Campaign

April 19, 2016  |  Media Week  |  No Comments

Travelers today, especially those using Airbnb to find lodging around the world, don't want to navigate throngs of other tourists for a glimpse of Times Square or Fisherman's Wharf. According to data from Airbnb, 86 percent of its users pick the platform because they want to live more like a local. That insight of living rather than visiting inspired the brand's latest and largest marketing campaign, "Live There." "Don't go to Paris. Don't tour Paris, and please don't do Paris," the ad's narrator advises over footage of selfie sticks and packed tour boats. Instead, the ad advises, "Live in Paris." The work, from agency TBWAChiatDay is aimed at younger travelers, or at least those young in spirit. It's focused not just on the millennial generation, but also on those who want to eat at local restaurants, meet local artists and avoid tourist traps. According to Airbnb, 52 percent of these younger-minded U.S. travelers find crowds at major tourist attractions to be more stressful than doing a tax return, while 47 percent don't like to be labeled as tourists when they go to a new place. With that in mind, Airbnb CMO Jonathan Mildenhall said he wanted the brand's latest work to push back against the modern tourism industry and capture the idea that people shouldn't simply go to a new place, they should live there, even if only for one night

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Michael Strahan Is Leaving Live to Work Full Time at Good Morning America

April 19, 2016  |  Media Week  |  No Comments

Michael Strahan is leaving Live with Kelly and Michael, but viewers will still be able to spend their mornings with him. After four years co-hosting Live with Kelly Ripa, the former NFL star is departing to work full time at Good Morning America starting in September. He joined GMA two years ago, working twice a week, before heading over to Live. Strahan, who retired from the NFL in 2008, will continue co-hosting Fox NFL Sunday during the football season. "Over the past two years on GMA, Michael's proven to be a tireless and versatile broadcaster with an incredible ability to connect with people, from veterans and all kinds of newsmakers to a host of modern American cultural icons," said ABC News president James Goldston in a statement. "He is a great modern thinker and leader, and with our brilliant team in front of and behind the cameras, he will help us drive forward into a very exciting future." "I look forward to continuing to work with the incredible team at GMA. It is an exciting opportunity to be able to bring unique stories and voices to the audience," said Strahan in a statement. "My time with Live with Kelly and Michael has been transformative, and my departure will be bittersweet." Live is the No. 2 syndicated daytime show behind Dr. Phil but is tied for first among women ages 25 to 54 and leads all daytime shows in households with a 2.9 rating. GMA hopes Strahan's presence will help reverse its ratings slide. In 2012, the morning show overtook Today in total viewers after a 16-year streak, but Today recently reclaimed the lead in the 25-54 demographic, the key morning show demo. Strahan's departure leaves behind a hosting vacancy at Live. The show is expected to conduct on-air tryouts this fall to find a replacement, just as it did when Strahan took over for Regis Philbin and Ripa replaced Kathie Lee Gifford in 2001.

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NFL Reveals the 10 Games That Will Air on Twitter Next Season

April 15, 2016  |  Media Week  |  No Comments

The National Football League, in its attempt to remain relevant throughout the entire six-month offseason, turned the release of the 2016-17 schedule into a TV event. Thursday night, ESPN produced a 2-hour special in conjunction with the league, with more coverage on the NFL Network. The news also came in a flurry of press releases from Fox Sports, CBS Sports, ESPN and NBC Sports, which blared "THE ONLY NETWORK WITH TWO NFL PRIMETIME PACKAGES." Cord-cutting football fans also learned which games will be streamed on the league's newest media partner: Twitter. Here are the games that will be available on Twitter next season: Sept. 15: New York Jets at Buffalo Bills Sept. 22: Houston Texans at New England Patriots Oct. 6: Arizona Cardinals at San Francisco 49ers Oct

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By Reviving Tales From the Crypt, Turner Is Literally Bringing Shows Back From the Dead

April 15, 2016  |  Media Week  |  No Comments

It's been quite a week for fans of 1990s nostalgia. A few days after The CW said it would bring back sketch comedy show MADtv for a prime-time run, TNT became the second network to go to the TV graveyard, quite literally in fact. Teaming up with M. Night Shyamalan, TNT has greenlit a 10-episode revival of the horror anthology series Tales From the Crypt, based on the original EC Comics, complete with a brand new Crypt Keeper. The anthology series will anchor a new Tales From the Crypt-branded horror block of programming for the Turner network, which is slated to premiere next year. "I'm really thrilled about the way this horror block is coming together with the addition of Time of Death and Creatures," said Shyamalan.

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What’s Causing Vice’s Huge Fluctuations in Web Traffic?

April 14, 2016  |  Media Week  |  No Comments

Ever since Vice decided to get into the cable TV game, the self-assured digital news and lifestyle publisher has been under the microscope. That came blaringly to the fore last month when Variety reported that Vice's web traffic plunged in February. But after free-falling 17.4 percent, from 59.5 million unique visitors in January to 49.2 in February, Vice rebounded nearly all the way back in March, drawing 58.3 million uniques. So what caused Vice's huge fall—and subsequent Phoenix-like rise—the past two months? Ironically, it was smaller sites that Vice bundles with its own traffic in an effort to boost its overall numbers for sales purposes.

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TV One Just Nabbed the Cable Rights for Fox’s Smash Hit ‘Empire’

April 14, 2016  |  Media Week  |  No Comments

TV One is entering its awkward middle-school years, but as the African-American themed channel heads into its 12th year, it sees an opportunity for reinvention. "The great thing about adolescence is that we're not quite fully formed; we're ready to try new things," Rahsan Lindsay, evp of sales, told buyers today during TV One's upfront presentation at the Helen Mills Event Space and Theater in New York. During its first 11 years, the network positioned itself as a culturally relevant, family-friendly channel for African-American audiences. And it's coming off a year in which it saw its highest ratings and revenue, thanks to a 23 percent increase in original content. "That has served us well and still serves us well," said TV One president Brad Siegel. "But we need to move forward. We need, as an adolescent, to grow." Even though it's only four months into 2016, Siegel and svp of programming and production D'Angela Proctor spent the majority of the presentation looking ahead to 2017, save for one big announcement: The network acquired the cable rights to Fox's hit drama Empire. In May, TV One will air a marathon of all 17 episodes of Empire's second season in the lead-up to the season finale on Fox. Then in the summer, it will start airing both seasons of the show

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