Editor's note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek's community of high-level experts. Today, Anastasia Leng of CreativeX discusses the divided opinions on the marriage of tech and creative. Below, in her own words, she says it's important to view tech tools as partners...
The Martin Agency's chief creative officer, Danny Robinson, knows the agency has always produced strong television work. Just look at the success of Geico's "Scoop! There It Is!" spot featuring Tag Team. The remixed song bled into pop culture with the infectious lyrics "French vanilla, rocky road, chocolate, peanut butter, cookie dough--and sprinkles" (and after...
Few advertising agencies would see an impromptu endorsement on social media as a chance to create a new product line--especially not an endorsement that promises to show viewers how to achieve a "smooth ass hoo-ha." Most would have considered teen creator Carly Joy's viral TikTok about her personal shaving routine--which effectively doubled as an ad...
The Covid-19 pandemic introduced a myriad of complex issues for brands, forcing them to grapple with their purpose and relevance during a global crisis. The circumstances led Bram Westenbrink, global senior director at Heineken, to issue what he calls "the hardest brief ever given in my life." Realizing the brand needed to show up differently...
After two years of a pandemic that has completely altered how business is done, disruption has become a constant in the advertising industry. TBWA\Worldwide saw that disruption as a chance to grow. The global collective, a unit of Omnicom that proudly touts itself as a "disruption company," feeds on a level of chaos that fuels...
"The work" and "the grind" have become synonymous--so much so that when students are learning about advertising as a career option, they're being taught less about the job's day-to-day and more about the obstacles they'll face. The focus has shifted from how to produce "the work" to how to suffer through "the grind" to meet...
The Martin Agency is Adweek's U.S. Agency of the Year for the second consecutive year, largely on the back of its creative work for clients like Axe, DoorDash, Geico and more. Creatives at the agency and clients say one of the agency's differentiators is CEO Kristen Cavallo--her involvement in selecting clients, but also her passion...
For those in the marketing world who have been singularly focused on the 18- to 49-year-old age demographic, you might want to look around. The silver tsunami is well and truly upon us as roughly 70 million baby boomers live--and often work--longer, making up a larger portion of the population than ever before. And these...
As Kristen Cavallo and I flashed our vaccine cards and pulled down our masks at Bryant Park Grill a few blocks away from Madison Avenue in New York last month, I couldn't help but marvel at how things change. Four years ago, I was leading our coverage of the #MeToo movement, which led to shake-ups...