THE VOICE OF MEDIA | APRIL 3-10, 2017

POLITICAL
POWER
PLAYERS
CNN’S VAN JONES JOINS A GROUP OF
EXCEPTIONAL CORRESPONDENTS COVERING
THE WHITE HOUSE AND KEEPING IT REAL
IN THE AGE OF FAKE NEWS. BY A.J. KATZ
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 CONTENTS
APRIL 3-10, 2017 | VOL. LVIII NO. 10

FEATURES TOP ST
O RY
POLITICAL POWER The recall

A New ng?
PLAYERS 13 of 3 million
Media influencers like Galaxy Note 7s
Van Jones are shaping

i
cost Samsung
the conversation.

B eginn around
$5.5 billion,

UPFRONT G HOP E S TO LEA HE

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according to
estimates.
TRENDING 4 SAMSUN BEHIND WITH T 8.
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THE PAS OF THE GAL A X Y
Oracle and Accenture’s
rumored merger;
Snapchat direct L AUNCH Y SWANT
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buying; board games.
Last fall is as a brand whe -new Ga la x y
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VOICE 8 biggest c teries in its bra n fire. Since
e d b a t c atc h
Why brands could caus s to
a r tphone orked to show u
sers
be the next victims N o te 7 s m s w d
su n g h a ad le a r ne
of “fake news.” then, Sa m ers a like that it h e tr usted
s b
a nd nonu ista kes a nd could n last week in
m a
DATA POINTS 9
from its t test of tr ust beg off the new
Grocery shopping . T h a o w e d
aga in g sh uted
with Food Network
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ea d G a la x a m p a ig
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m o s t a m o t s c r e a
its f sp ett
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yet w ith ner Duck wor th, the nex t
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d W ie d e p a ig n w ies
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three ph t lau nch , follow and content
g a o p le
debut in n the regular pe ts.
PERSPECTIVE focu s
creators
in g o
who use
the p r o d u c

BRAND NAME 22
How the red Solo
cup became a party
essential.

MOVER 24
Bloomberg’s live events MOOD BOARD The Week in Emoji
D O U G H N U T: P E T E R D A Z E L E Y / G E T T Y I M A G E S

chief Stephen Colvin.

PORTRAIT 25
Circus Maximus
wants to brand
the resistance.

LOOK BACK 26
The White House
Correspondents’
Dinner. BuzzFeed is Intel pokes fun The Honest Company Waze offers
ADWEEK PUBLISHES
reportedly planning at “crying LeBron” debuts MLB-branded in-app Dunkin’
NEXT ON APRIL 17. an IPO for next year. meme in new ads. diapers. Donuts ordering.
 TRENDING | THIS WEEK’S INSIGHTS
MARTECH
Clouds and
Consulting
Collide
WHAT ORACLE’S RUMORED
ACCENTURE DEAL COULD MEAN
FOR MARKETERS. BY MARTY SWANT
ould the cloud begin to cast a
shadow on consultancies sooner
than forecasters expected?
After a year of global consultancies
acquiring creative agencies and
digital shops to get a better grasp on
the marketing industry, a report in the British IT
press raises an unexpected question of whether
the firewall between CRMs and consultancies will
ever come down. Last week, British outlet The
Register reported that CRM powerhouse Oracle
had hired global specialists to explore a potential
acquisition of Accenture, the Dublin, Ireland-based
consultancy. While most analysts have been quick
to say a deal of this type or size is highly unlikely,
the prospect of a successful joining of these
companies—or any others of similar nature—would
dramatically shake up the marketing ecosystem and
shift long-held notions that software companies and
consultancies could never exist under the same roof.
Both Oracle and Accenture declined to comment
on the acquisition rumors. However, the size of
the deal alone would make it tough to swallow,
noted Julie Langley, a partner at M&A advisory
firm Results International. Accenture’s market
capitalization is nearly $78 billion, and if a takeover
premium of 25 percent is factored in, the size of the
deal would be around $100 billion—more than 10
times the size of any other deal Oracle has done. (For
example, Oracle, which has a market cap of $185
billion, previously acquired PeopleSoft for $10.3
billion and NetSuite for $9.3 billion.)
For perspective, Langley pointed to Omnicom’s
attempt to acquire Publicis a few years ago. It was a
deal that proved naysayers to be correct in guessing
it would be too large and complex to happen—even
for an industry with giant holding companies.
But if it were to happen, “for the broader
marketing services industry, however, the rumors
[about Accenture and Oracle] are sounding like
pretty good news and in my view the holding
companies would welcome a deal of this kind,”
Langley said. “If it were to happen, it would seem
to take Accenture back to its more IT-focused
heritage and away from its recent focus on
4 value of nearly $78 billion.
ORACLE
Cloud software
company Oracle has a
market capitalization
value of $185 billion.
ACCENTURE
International management
consultancy Accenture
has a market capitalization
marketing, advertising and digital services.”
In the past year, Accenture has built out its
own creative chops, thanks in large part to two
acquisitions of its own. In November, it bought
London-based creative shop Karmarama,
and in February it acquired SinnerSchrader, a
500-person digital agency in Germany.
Other analysts, though, expressed strong doubt,
not only because of size. Citigroup analyst Walter
Pritchard recalled that Oracle’s own chairman in
2010 said that buying Accenture would be a bad
idea—adding that the rationale used then still
applies today. (A separate report from Wedbush
Securities mentioned that a “history of failed,
large M&A transactions” in the IT services and
product sectors as well as differences in business
models makes a deal unlikely.) “It’s been difficult, I
think, to change that neutral, unbiased posture of
a consulting firm that’s recommending products to
clients to them turning into an all red [a reference
to Oracle] sales force,” said Pritchard.
While marketing execs are keen to blend data,
platforms and strategy, an enterprise software firm
merging with a consultancy of scale would be a big
step past historical norms, said Bryan Kennedy,
CEO of agency/consultancy Epsilon. “In a dynamic
market, there are a number of different business
models that have the potential to succeed,” he said.
“So it’s no surprise that we’re seeing companies
evaluate alternatives to pursue the opportunity.”
Meanwhile, interest in cloud computing
continues to grow. According to research firm IDC,
the public cloud market is expected to expand
from $95 billion in 2016 to $195 billion by 2020. It’s
also the fastest-growing part of the IT world. In a
separate report from Bain & Co., cloud demand is
expected to account for 60 percent of IT growth
over the next three years. (The report also mentions
that 48 of the Fortune Global 50 companies have
announced some type of cloud adoption plans.)
A potential deal between Oracle and Accenture
“shows how technology alone is not sufficient for
brands to move their business into the cloud,”
said Michael Osborne, CEO of software player
SmarterHQ. “It also requires additional services
and manpower, which in the long run is neither
cost-effective nor efficient.”
Marketing technology is still a relatively small
part of both firms, noted Pivotal Research analyst
Brian Wieser. And there could be benefits and
drawbacks in Oracle becoming both a services
and software company, he said, given that services
companies focus more on long-lasting relationships
while software firms tend to be more transactional.
“It can be helpful for the two to work closely together
to better meet market needs,” Wieser explained. “On
the other hand, a services vendor may benefit from
independence of the software/hardware vendor in
order to be able to be seen to objectively pick which
software/hardware vendors to work with.”
For now, though, the industry awaits a deal.
APRIL 3, 2017 | ADWEEK

MOBILE
Snapchat Ramps Up
Data for Downloads
THE POPULAR MOBILE APP IS IMPROVING TARGETING FOR ITS
APP-INSTALL ADS. BUT CAN IT COMPETE WITH FACEBOOK,
INSTAGRAM AND OTHER RIVALS? BY CHRISTOPHER HEINE
all Street investors
seem undecided about
whether Snapchat is
indeed the wave of the
future or just a flash
in the pan.
But one month after its IPO, the
messaging app’s execs are doggedly
focused on broadening Snapchat’s
appeal to brands—notably direct
response-minded companies.
“Snapchat has a perfect opportunity
to become a direct response
powerhouse, especially for location-
based marketing to millennials,” said
David Deal, digital marketing consultant.
“Though Snapchat needs to mine data
about millennials more effectively to beat
Facebook and Instagram.”
To that end, effective April 3, millennial
marketers will be able to zero in on Snapchat
users who are most likely to download their
brand’s app, targeting slivers or swaths of the
platform’s 160 million users who have shown
interest in either the brand or the functionality
it’s offering. These app-install ads allow the
marketer to set cost-per-download goals in a
measure that’s designed to get app marketers of
all budgets into Snapchat’s business client pool.
Snapchat, part of Snap Inc., has ramped up
its machine-learning and audience-segmenting
capabilities for app installs since its beta
product went live in October—to date, it had
offered only rudimentary targeting tools to
a select number of brands. The new system
charges ad buyers on a cost-per-thousand-
impressions scale that’s based on auction-style,
competitive bidding. “[It’s a] cost-efficient way
to drive app installs right from Snapchat,”
explained Peter Sellis, Snap’s director of
monetization product.
Also today, brands can serve follow-up
ads (re-marketing, in industry parlance) to
those who have interacted with Snapchat’s
sponsored lenses, geofilters or videos. Such
behavioral data can be employed to reel in
everything from a fitness app download, to a
test-drive appointment for an automaker
to a shoe purchase via ecommerce.
ADWEEK | APRIL 3, 2017
TRENDING
The company believes advertisers will
want to take aim at consumers in what
direct response practitioners call the
“consideration stage.”
“We’ve been listening closely to direct
response advertisers,” Sellis revealed.
He’s listening for good reason: eMarketer’s
latest figures for 2016 had the U.S. app-install
advertising space valued at $5.7 billion.
Facebook has reportedly, at times, seen up
to 20 percent of its ad revenue, which totaled
nearly $26.9 billion last year, from app
installs. Google is increasingly a huge app-
install contender, and Pinterest just last week
rolled out its own app-install ads system. So,
Snapchat’s competition is fierce.
“Right now, Snapchat doesn’t move users
outside its own environment, so we would
expect a longer time for user behavior to adapt,”
remarked Emmy Spahr, media director at
SapientRazorfish. “Pinterest, on the other
hand, actively works across other websites
and shopping experiences, so users are
already engaging with the platform and
websites—adding app downloads here
would be seen as a value add.”
Spahr’s comments about Snapchat
didn’t jibe with a few of its test
partners like Pocket Gems, Acorns
and Omnicom-owned Resolution
Media. As one example, David Rose,
director of performance marketing at
Pocket Gems, said his brand has seen a
1 percent click-through (or swipe-up, in
Snapchat vernacular) rate. “Given the high
levels of engagement we’re seeing,” he said,
“the results are strong enough to increase
our app-install budget for Snapchat.”
Whether marketers follow Rose’s lead may
actually depend on Facebook. The digital
‘Snapchat giant, which also owns Instagram, last week
debuted Snapchat-like Facebook Stories, a
can make a feature its 1 billion-plus mobile users may
adopt in droves. The Snapchat-mimicking
dent [in direct move brings to mind Instagram Stories,
which has attracted a phenomenal 150
response ads], million daily users since August.
“Snapchat’s challenge with Facebook
but it will and Instagram copying features gets to the
users side—the audience size and reach,” said
not happen Cathy Boyle, principal analyst at eMarketer.
“The more [Facebook’s apps] have look-alike
overnight— features—that just continues to put pressure
it is going to on Snapchat to continually grow its global
audience. It’s less about its ad-targeting
have to first capabilities and more about reach.”
And even though app-install ad options
prove ROI.’ are aplenty with Facebook and Google, Boyle
said, the marketing community “would prefer
Cathy Boyle there be a third big player.”
principal analyst, eMarketer “Snapchat can make a dent,” she added,
“but it will not happen overnight—it is going
to have to first prove ROI.”
5
 D A S H B O A R D > R E C A L I B R AT I N G Y O U R K P I

STUDIO TOUR
HERE ARE THE FOUR COMPONENTS OF
NBCU’S AUDIENCE STUDIO DATA OFFERINGS,
TO WHICH THE COMPANY HAS
COMMITTED $1 BILLION THIS YEAR:

NBCUniversal’s MANAGED SERVICE

NBCU’s Audience Targeting
Platform (ATP) combines the

Billion-Dollar Bet Audience Studio’s data assets

with other first- or third-party
data (some of which can be

On Data-Based supplied by clients), and the company’s technology

recommends what clients should purchase across
its portfolio. “We guarantee the delivery of the

Advertising audience segment that is mutually agreed on with

THE COMPANY COMMITS 10 PERCENT OF ITS ANNUAL AD
REVENUE TO HELP BRANDS REACH AUDIENCES BEYOND
TRADITIONAL DEMOS. BY JASON LYNCH
For years, buyers have struggled
with the disconnect between the
“inordinate amount of time” they
spend defining custom targets and
audiences for their clients, “and then
ultimately, when we go to market, we
end up buying a Nielsen age/sex demo, offerings, whose data set includes set
adults 18-49. It’s entirely disingenuous top box data from Comcast (NBCU’s
to the front part of the process,”
said David Cohen, president, North
America, Magna Global.
While almost all of the TV media
companies have been rolling out
their own data platforms to
transact more advertising
based on metrics outside
of the traditional age
that they crave,” Linda Yaccarino,
chairman of advertising sales and
client partnerships for NBCUniversal,
told Adweek last month.
That $1 billion will be transacted
via NBCU’s Audience Studio suite of
parent company). The dollar amount
is “a significant multiple” of last year’s
data-based transactions, said Mike
Rosen, evp, portfolio sales and strategy,
NBCUniversal, who explained that
the company purposely restricted
inventory as it launched its
platforms. “We did not want to
rush to the market before we
the client,” said Rosen. Previously only open to
limited brand segments in the upfront, it is now
accessible to all clients, in both upfront and scatter.
LINEAR
PROGRAMMATIC
This option is for clients and
agencies that prefer to use their
own data set and make their own
investment decisions, rather than
have NBCU handle that, as is the case with ATP.
First offered six months ago in scatter only, it’s also
now available in the upfront market.
ADDRESSABLE
The company’s NBCU+ Powered
by Comcast platform uses
the same audience data that
informs national buys and offers
household-level marketing
via VOD dynamic insertion
in Comcast homes. Because
Comcast is a programmer and a distributor, this is
the only opportunity for brands to run addressable
ads in broadcast network inventory (on NBC and
Telemundo); addressable advertising is usually

I C O N S : C A R L O S M O N T E I R O ; YA C C A R I N O : N B C U N I V E R S A L
and gender demos, knew it would work.” restricted to cable network inventory that cable
NBCUniversal is making the But after three years of and satellite companies have access to.
YA C C A R I N O
biggest push yet to transition testing the company’s data
brands into making targeted capabilities, “now we feel the MULTIPLATFROM
audience buys. Last month, the training wheels can come off, that AUDIENCE BUYING
company announced it was committing we are ready to deploy this in a truly NBCU’s newest data platform,
$1 billion in 2017 advertising scalable way. That’s what the billion Audience Symphony, expands
Ad
inventory to data-based, non-Nielsen dollars represents: this is not test and that same audience-targeting
approach beyond linear and into
transactions in this year’s upfront and learn anymore,” said Rosen.
all the digital, mobile and social
scatter markets. That’s 10 percent of the NBCU’s 10-figure commitment
platforms the company owns, along with partners
$10 billion in ad revenue the company to data-based inventory “is an like BuzzFeed, Vox, Snapchat and Apple News.
brought in last year. aggressive target,” said Magna “Symphony is that platform’s agnostic way to
“We are giving the client the best of Global’s Cohen. “But as we always say, scale an audience approach across almost every
both worlds: the premium content that we need to plant the flag beyond our consumer touch point during the day,” said Rosen.
is truly responsible for the success reach and just pull ourselves to it. So
of a brand with the laser targeting kudos to Linda for doing that.”

6 APRIL 3, 2017 | ADWEEK


MARKETING
GET ON
BOARD
FROM THE NEW WAVE
OF KICKSTARTER PARTY
GAMES TO THE ENDURING
APPEAL OF CLASSICS LIKE
MONOPOLY, BOARD GAMES
ARE MAKING A COMEBACK.
BY CHRISTINE BIRKNER
It’s a digital world, but consumers
increasingly are seeking out
entertainment from a source that’s
decidedly analog: board games. In the
last year, board game sales in the U.S.
grew by 28 percent, per NPD Group, and
global sales increased to $9.6 billion in
2016 from $9.3 billion in 2013, according
to Euromonitor International.
“It plays into the nesting trend,” said
Juli Lennett, toy industry analyst at NPD
Group. “More people are binge watching
and cooking at home, and they’re also
playing board games at home, rather
than going for an expensive night out.
Instead of Snapchat or texting, it gives
people an opportunity to come together
face to face and have fun.”
Riding this wave is Hasbro, owner
of the granddaddy of board games,
Monopoly, which debuted in 1935. The
game’s latest Token Madness contest
about which tokens to keep or remove
from Monopoly scored 4.3 million votes
on social media. Brands got in on the
action, too: Zipcar ran a #SaveTheCar
social campaign, and the New England
Aquarium hosted a #VotePenguin
campaign on Facebook Live.
Since 2013, Hasbro has held these
contests to tap into Monopoly’s rabid fan
base (it has more than 10 million fans on
Facebook) and to keep interest high.
“Social conversation is helping
to drive the gaming business,” said
Jonathan Berkowitz, svp of marketing
for Hasbro Gaming.
For classic games, the key to success
is appealing to a new generation of kids
and parents, either through licensing
with popular characters like Star Wars
or Disney’s Frozen, or new versions
of games like Life that use electronic
banking cards, rather than cash, said
Jim Silver, CEO and editor in chief of toy
review site TTPM.
ADWEEK | APRIL 3, 2017
ENDI
STAR T “It’s about making the games relevant
HE RE ! to today’s consumer,” he said.
Social shareability also plays a role
in development for new games, like
Hasbro’s Speak Out, where players try
to say different phrases while wearing
a mouthpiece, and Pie Face, which has
parents posting photos on social media
of their kids getting “pied” in the face
with whipped cream.
“It used to be enough that a game
was fun to play, but that added layer
of being fun to watch, and fun to share,
takes it to the next level,” Berkowitz said.
LET’S PLAY
The adult game category also is a hot
Along with Star Wars,
there are Pokemon, segment, growing 183 percent in the last
Disney and Jurassic
World board games,
year, according to NPD Group. Settlers
of Catan, which debuted in Germany
to name just a few.
in 1995, is considered the godfather of
strategy games and has played a big role
in board games’ renaissance. Hasbro has
added more adult-themed games, like
Trivial Pursuit X and Taboo Midnight, to
Board game its lineup, and looks to Kickstarter for its
sales in the
U.S. grew by new-game pipeline.
28 percent Games are the biggest crowd-funding
last year. segment on Kickstarter, where Cards
Against Humanity got its start in 2011.
Monopoly’s Token Madness Exploding Kittens, which launched via
contest got 4.3 million
votes on social media. Kickstarter in January 2015 by raising
$8.8 million in 30 days, has sold more
than 2.5 million games to date.
“We’re seeing a renaissance back
to party games that are fun, quick and
easy,” said Elan Lee, co-creator of
Exploding Kittens. “Exploding Kittens
wasn’t designed to be entertaining—it’s
designed to make the people you’re
playing with entertaining.”
Players also are flocking to board
game bars like Kingmakers, which
has locations in Columbus, Ohio, and
Indianapolis and employs board game
“sommeliers” who, for $5 per player,
teach and recommend selections from
its library of 500 games based on the
group and mood of the players. Thirty
Exploding Kittens raised
$8.8 million in 30 days on percent of millennials have expressed
Kisckstarter and has sold interest in visiting a board game-themed
The more than 2.5 million games. bar, according to Mintel.
adult game
category grew “Our target audience is the working
183 percent professional, older millennials who
in the last are over the bar scene,” said Malika
year. Jacobs, Kingmakers’ co-founder. “People
are looking for a way to disconnect
from their phones—they enjoy being
unplugged, and having a conversation
with the person next to them.”
TTPM’s Silver sees longevity in the
trend. “In 25 years, the price of movies
GAME ON! and other forms of entertainment has
Players are hitting
up board game bars gone up, but the price of board games has
like the Midwest- stayed relatively the same,” he said. “It’s
based Kingmakers. an extremely profitable segment, because
as long as the graphics are new and the
game play is still fun, what’s old is new
to today’s kids. If you have a successful
YO U game, it could be around forever.”
WI N!
7

OPINION
Why Brands
Are the Next
Fake News Victims
MARKETERS MUST SHED THE ‘CLICK’ FETISH AND
MAKE SOCIAL PLATFORMS MORE TRUSTED HAVENS
FOR THEIR CONSUMERS. BY DAVID BERKOWITZ
The specter of fake news debatably
made an impact on the past
presidential election, forced Google to
take new steps to mitigate the problem
and spurred Facebook to make
changes to its Trending section. Now
brands are starting to feel the effects.
There’s little doubt that the
influence of social media and a hyper-
focus on serving relevant content have
created huge marketing opportunities
for brands, but at what cost?
According to eMarketer, social
media advertising is expected to hit
almost $37 billion, more than doubling
in a very short time. What’s more
is that digital advertising spend is
actually passing television ad spend
in the U.S., representing 37 percent of
total media ad spend. But, within the
algorithmic battle between relevance
and authenticity, can brands actually
8 APRIL 3, 2017 | ADWEEK
VOICE
be hurt? The answer is yes, and the
marketers that power those brands
should prepare to be the next collateral
damage. Here are five reasons why:
This is now the era of
personalization non grata.
Marketers have benefited from
algorithms, particularly on Facebook,
that serve people highly relevant content
and ads. But one of Facebook’s methods
of fixing its Trending stories is serving
the same stories to everyone regardless
of users’ individual interests. What if you
don’t care about what Natalie Portman
is wearing to award ceremonies? Too
bad—everyone gets the same menu.
Digital media is reverting back to
broadcast analog methods.
Unscrupulous advertisers
practically invented fake news.
Every time an advertiser promoted
a story like “four out of five people
recommend Acme widgets” when
the next six out of 10 preferred a
competitor, they sow distrust. When
publishers run fraudulent ads with
images of President Obama or a star
of Shark Tank supposedly hawking
mortgages, people tune out.
When consumers begin to question
the legitimacy of ads, the result is a
depreciating effect for brands. From
a practical perspective, you almost
expect the picture associated with
an ad to be click bait, meaning that
legitimate efforts to connect with
consumers who may actually be
interested in your product go unnoticed.
Marketing feels out of place
amid conversations about political
and social issues.
Publishers, including social media
platforms, could do far more to
ensure brands don’t appear tone deaf.
Publishers may simply dictate that
every fifth or tenth post needs to be an
ad, and it may not matter a great deal
what the advertiser is peddling.
Brands wind up looking like the guilty
parties here, even if publishers have
far more control as to which ads run
where, and whether ads run at all. More
nuanced targeting may deliver fewer
clicks at first, which will disappoint
brand marketers, but each click will be
worth more and will lead to longer-term
trust between brands and consumers.
The definition of good behavior
needs to shift.
Brands are rewarded on social
platforms for generating impressions
and clicks, so they wind up focusing
on those activities. They are forced
to do whatever they can to drive
engagement, even if that isn’t their
primary business goal. The American
Civil Liberties Union (ACLU), for
example, recently shared a poll on
Twitter asking when @ACLU would
cross the million-follower threshold.
The ACLU’s mission is to protect
civil liberties and not gain Twitter
followers, but such polls are often
effective in keeping brands top of
mind; that ACLU poll delivered more
than 27,000 votes. The downside is
that when the primary goal becomes
to drive clicks, it motivates bad actors
to game the system, and that is how
fake news has been able to spread.
The platforms themselves
could suffer.
Until 2015, people complained
about seeing too many photos of
babies and pets on Facebook. In
2016, people complained about too
many political posts on Facebook
and longed for the days of too many
babies and pets. Now it’s common to
see people reporting they are taking a
hiatus from social media. The charged
political topics—even those that one
agrees with—deprive social media
users of the simple pleasures of
cheerful interactions with friends and
family members.
Most people try to avoid conflict
rather than spend more time seeped
in it, and it’s worse still when people
can’t even trust the media sources
their peers are sharing.
Still, the content doesn’t have to
be political to compel people to tune
out. Seeing the same products, brands
and industries repeated on your
newsfeeds can be monotonous and
uninspiring—as we’ve already learned
from traditional advertising.
Social algorithms must evolve to
balance relevancy with authenticity, or
the platforms themselves will suffer.
What could happen is that people will
relegate social networks to specific
use cases, such as by only following
family updates on Facebook, news on
Twitter, entertainment on Snapchat
and professional updates on LinkedIn.
That in turn will hurt the appeal of
most of those platforms for brands.
Brands need to be vigilant, taking
responsibility for what they can control,
such as the authenticity and validity
of their ads and pushing publishers to
incentivize relevance over reach. There
won’t be a massive, overnight shift.
Facebook’s ad dollars will still continue
enjoying positive momentum, and these
trends will probably have no impact on
Snapchat’s initial public offering.
But if marketers and publishers fall
short at the behest of social platforms,
consumers won’t care who’s to blame.
By ignoring ads or blocking them,
consumers will lump them and other
forms of marketing, including the fake
and fraudulent, together and even the
I L L U S T R A T I O N : D A V O R P A V E L I C / G E T T Y I M A G E S / I K O N I M A G E S ; H E A D S H O T: A L E X F I N E
best of brands will suffer.
Specs
Claim to fame A recovering
Mad Man, David Berkowitz, chief
strategy officer at Sysomos, was
named one of Adweek’s Best
Advertising Voices on Twitter.
Base New York
Twitter @dberkowitz
 D ATA P O I N T S

Food for Thought

FOLLOWING THE GROCERY SHOPPER’S PATH TO PURCHASE. BY EMMA BAZILIAN
As anyone who has ever walked into a supermarket to buy a gallon of milk and left with a cart full of impulse purchases knows all too well, grocery shopping
can be a complicated process. To help brand marketers decode consumers’ path to purchase, Food Network Magazine partnered with research firm Open
Mind Strategy to survey nearly 2,000 people (half of which were magazine subscribers) about their grocery shopping experiences, behaviors and attitudes.
“It’s difficult to categorize consumers as one type of shopper or eater—they want it how they want it and when they want it,” said Food Network Magazine vp,
publisher and CRO Vicki Wellington. “They’re also more attuned than ever to ingredients and packaging: Less is more in regard to ingredients, and clear or
transparent packaging suggests wholesomeness and ‘better for you.’” And while the study found that ecommerce is growing, brick-and-mortar retailers need
not despair just yet. “The majority of people still want to smell, see and choose their own products, particularly fruits and vegetables,” explained Wellington.

Before
Top media influencers Food ads also drive purchase intent.
hitting the of food shopping:
grocery Shoppers get Food-related
store… TV shows
50%
inspiration
from a variety
of media
Facebook 41%
sources.
Food magazines 31%
62% 73% 68%
YouTube 26% say food ads save recipes actually
inspired them they see make
to buy items in ads. recipes
DO YOU Food websites 23%
CALL THAT they wouldn’t they see
A RISOTTO have thought in ads.
Pinterest 23% to otherwise.
???

Certain Most appealing Least appealing

buzzwords can packaging words: packaging words:

At the make or break

a product.
• Fresh
• On sale
• “Words I can’t
pronounce”
grocery • All natural
• Organic
• Diet
• Soy
store… • Locally grown
• Low sodium
• Gluten free
• Stevia
• Superfood • Sugar free
• Fat free

Packaging
is key! Shoppers
are using
their phones
in-store.
50%
of all shoppers
say they
sometimes buy
food because the
packaging
is cool.

A food
expert’s
face/name on
a package says
that it is When a food
a trustworthy brand feels or
product. looks smaller,
it feels more 39% 40% 28%
welcoming. are searching are checking are checking
for recipes. prices. nutritional
information.

What
INFOGRAPHIC: CARLOS MONTEIRO

about online 1 in 3
shoppers? People
digital grocery shoppers
shopped say they search for the exact
While online food shopping
once a
is still small compared
month
32% 24% 23% 23% brand/product they want, and
to brick and mortar, Online Online Grocery Ready to simply hit the reorder button.
it’s bringing a new dynamic or more general grocer app cook (online
to grocery selection. at... merchandiser subscription)

Methodology: Survey of 1,957 consumers ages 21-54; selected interviews and shop-alongs.

S O U R C E : F O O D N E T W O R K M A G A Z I N E / O P E N M I N D S T R AT E G Y

ADWEEK | APRIL 3, 2017 9

Paid Advertiseme
Q: How do you define “programmatic”?
RIFKIN:
We look at it as the automation and optimization of the
media buying process, using data and technology to
achieve that – just a more sophisticated way of doing
the same things we’ve already been doing in the media
buying and planning world.
Q: How has your team integrated
programmatic into your offerings?
R: We struck a partnership with Rubicon Project to
deploy the first programmatic private marketplace
opportunity here in the U.S. for 85% of our digital
out-of-home inventory across 24 of the DMAs
we represent.
Q: Does that include airports or just
roadside boards?
R: 915 are roadside displays across 24 DMAS that
reach over 60 Million Adults 18+ monthly. Those displays
represent a footprint of our largest standardized digital
clearchanneloutdoor.com/programmatic
E
SV
Clear Channel Outdoor Americas
activated
using one singular static digital creative asset, making
it a lot easier to run on a digital schedule. In addition,
we’re programmatically enabling some of our digital
screens across 12 different regional and international
airports, reaching 18 Million passengers monthly.
Q: How do you use mobile data to aggregate
consumer traffic and apply it to where the
consumer is going or has been?
R: With CCO RADAR, we’re using third party aggregated,
anonymous mobile data to understand the patterns of
behavior of different groups of people as they move
across major roadways and airports and places that
those individuals have previously visited. We take
that data and attribute it in the form of scores to our
roadside and airport inventory.
Q: What can a traditional media buyer do
differently now with programmatic outdoor?
R: They will now be able to buy digital OOH through
the same singular private marketplace platform that they
buy desktop and mobile display, video, native, etc. That
integration with other channels, combined with data-driven
ad decisioning and biddable CPM efficiencies, offers a
compelling complement to the programmatic media mix.
*Excerpts paraphrased and reprinted with permission
from MediaVillage.com, December 21, 2016.
 optimize
out-of-home’s
high-impact reach and behavioral
targeting
Clear Channel Outdoor programmatic
Automated digital billboard purchasing
LEARN MORE AT
via a range of established DSPs. Audience clearchanneloutdoor.com/programmatic
data-driven Private Marketplace delivers
smarter and easier media buys.

© 2017 Clear Channel Outdoor All Rights Reserved

 ENTRIES CLOSE MAY 1
isaacawards.com

TERESA HERD
VP, Global Creative Director
Intel Corporation
KATE JEFFERS
Partner, Managing Director
Venables Bell & Partners
NICK JONES
EVP, Innovation & Growth
Leo Burnett and Arc

2017 JURY
GUSTAVO LAURIA
Co-Founder and Chief Creative Officer
We Believers
Jury Chair LYNN LEWIS
THAM KHAI MENG President, East Coast Region and
Co-Chairman and Global Marketing Officer
Worldwide Chief Creative Officer UM
Ogilvy & Mather
ZAK MROUEH
JOHN BIONDI Founder, CEO and Chief Creative Officer
Executive Creative Director Zulu Alpha Kilo
SapientNitro Midwest ANUSH PRABHU
CHRISTINA BOLDT Chief Strategy Officer
SVP, Global Strategy Lead MediaCom USA
Starcom Worldwide BRIAN SCHULTZ
Founder and Chief Experience Officer
KATHLEEN BROOKBANKS
Magnetic Collaborative
Chief Operating Officer
Hearts & Science ADAM SINGOLDA
Founder and CEO
JOE CORR Taboola
Executive Creative Technology Director
Crispin Porter + Bogusky Boulder DEBBI VANDEVEN
Global Chief Creative Officer
MARCUS FISCHER VML
Chief Executive Officer
Carmichael Lynch
CON WILLIAMSON
President and Chief Creative Officer
RICK HAMANN Erwin Penland
Executive Creative Director
Cramer-Krasselt Chicago

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AT A TIME WHEN THE MEDIA ARE DERIDED AS FAILING AND FAKE, THESE 15 CORRESPONDENTS
ARE ON THE TOP OF THEIR GAME—BREAKING NEWS AND KEEPING IT REAL AS THEY GRAPPLE
WITH A WHITE HOUSE THAT’S BEEN ON A HIGH-SPEED CYCLE WITH NO END IN SIGHT.
THE MESSY TRUTH
CNN COMMENTATOR VAN JONES ON THE ROLE OF PROGRESSIVES IN TUMULTUOUS
TIMES, BRIDGING THE POLITICAL DIVIDE AND EMBRACING CHANGE. BY A.J. KATZ
Van Jones surprised his CNN
colleagues the evening of Feb. 28
when he effusively praised a portion
of President Donald Trump’s address
to a joint session of Congress: “He
became president of the United
States in that moment, period,” the
left-leaning political commentator
proclaimed. “That was one of the most
extraordinary moments you have ever
seen in American politics. Period.”
Jones was referring to the moving
moment when the president honored
the widow of William “Ryan” Owens,
the Navy SEAL who was killed during
the January raid in Yemen. It became
yet another viral sound bite from the
commentator, who has been one of
Trump’s most vocal critics since the
real estate mogul announced his
candidacy for president. Following
Trump’s victory, Jones even went so
far to as to describe the president-
elect’s Nov. 8 victory as “a whitelash.”
While Jones has attempted to
clarify those comments in recent
weeks, explaining on The View that he
wasn’t referring to all Trump voters,
just “the alt-right and the neo-Nazis
who were celebrating,” they ignited
a social storm that significantly
raised Jones’ profile–for better or for
worse, depending on which side of the
political divide viewers fell.
Jones is no stranger to
controversy. He had a brief stint as
a green jobs adviser in the Obama
administration but resigned in 2009
when a public feud with former
Fox News host Glenn Beck became
too much of a distraction. “It was
very painful at the time, and I didn’t
think that I would ever recover
professionally or emotionally,” Jones
admitted. “But anyone who’s gone
through something really tough like
that has to just keep on living because
neither success nor failures are
permanent conditions.”
14
In addition to being a Yale Law
graduate and longtime activist—he
founded a number of not-for-profits
engaged in social justice, including
job accelerator Dream Corps—Jones
had a stint as host of CNN’s rebooted
Crossfire in 2013 before establishing
himself as one of the network’s go-to
progressive political analysts and host
of his own show, The Messy Truth.
Here, Jones talks about his role
as a commentator navigating the
uncharted political waters and how
the media is faring in the age of fake
news and partisan politics.
What’s your take on the state of
political coverage? The press is
trying to hold the administration
accountable for their actions, and this
one has said and done unprecedented
and bizarre things. That makes holding
them accountable a harder task.
It’s interesting, the entire national
conversation of the left and the right
has now boiled down to a simple
statement: “I’m right, you’re wrong.”
End quote. Full stop. We’re not talking
to each other; we’re talking about each
other.
And that’s sort of what I’m
wrestling with in my role and my
show, The Messy Truth. I’m trying to
get to a place where we can have a
different kind of conversation where
the goal isn’t just to bludgeon the
other side with your talking points,
but it’s really something more basic,
which is the quest to understand and
to be understood. When I go out to
West Virginia or Ohio, Pennsylvania,
Arizona to talk to Trump supporters,
I’m not trying to catch them in the
act of being awful people. I’m not out
there trying to do “gotcha” segments.
Based on those cross-country
Messy Truth specials, what should
Madison Avenue know about blue-
collar America? They’re proud, and
scared. Some of the positive values
in great abundance in the heartland
are not necessarily celebrated in the
culture. Things like neighborliness,
work ethic, family first. These people
feel a little overlooked and left behind
by the latest lingo around immigrant
rights or transgender liberation. It’s not
their reality. Progressives like myself
are shoving a lot of change down the
throats of middle-aged, lower middle
class white guys. Change is hard.
While progressives should not let up,
I do think that we should be a little
more understanding that some people
experience that change as a loss.
After Trump was declared the
winner of the election, you said
on air: “How do I explain this to
my children?” So how are you
explaining the current state of
affairs? I point out to them that
both Democrats and Republicans
are a lot better than this. That this
is what happens when both parties
don’t do what’s best. Republicans are
supposed to defend the Constitution,
stick up for clean government, be
patriotic defenders against foreign
enemies like Russia. Right now,
they’re not doing those things, but
they’re not terrible. Democrats are
supposed to stick up for underdogs,
including people who are transgender,
immigrants, the poor, as well as the
white guys who have gotten the short
end of the stick. We need to do better.
How is the Trump administration
faring these days? They’re probably
doing the best they can with what
they’ve got. President Trump doesn’t
seem to understand the mechanisms
of government and some of the
traditions that he’s upending, so he’s
probably a hard person to advise.
There’s a reason presidents measure
their words carefully, and why they
go out of their way to show respect
to other institutions. It’s hard to
make chicken salad out of chicken
feathers. I also think there’s a danger
for the advisers of eroding their own
credibility and standing over time when
he says things that are ludicrous.
At South by Southwest, you spoke
against the concept of “safe
spaces” for students on college
campuses. Why go there? I am for
one kind of safe space and concerned
about another. Every student should
be physically safe and free from
targeted harassment. But it seems
as though there’s this new definition
of “safe space” which indicates that
students should be ideologically
or emotionally protected from
arguments they find threatening,
or offensive. Campuses are places
where people should be exposed to
offensive, even upsetting speech.
Students should take advantage
of the opportunity to learn how to
speak back. I don’t want students to
be ideologically or emotionally safe;
I want them to be strong, and that
requires being challenged.
So, it can’t be politics 24-7. How
do you decompress? Well, I’m
still a geek—comic books, science
fiction, anything science related.
Fundamentally, I’m a DC comic book
kid that somehow wound up being six-
foot-one and 190 pounds. So I can now
go around and try to enact some of
those fantasies from childhood that’s,
you know, standing up to a bad guy or
sticking up for the people who need a
little bit of help.
APRIL 3, 2017 | ADWEEK
‘I’m trying
to get to a
place where
we can have
a different
kind of
conversation
where the goal
isn’t to just
bludgeon the
other side.’

Photographed for
Adweek by Sasha
Maslov at CNN’s
New York office.
 JIM ACOSTA Senior White House Correspondent, CNN
Perhaps no member of the White House press corps is under more pressure
these days than CNN senior White House correspondent Jim Acosta, who has
been known to tussle with President Trump and his spokesman Sean Spicer
during press conferences as the Trump team has blasted CNN’s polls and
coverage as “fake news.”
Even so, “We can’t get rattled,” Acosta says. “Like the saying goes, ‘Never
let ‘em see you sweat.’”
Acosta, who joined CNN from CBS News in 2007, says he would like to see
the administration’s relationship with CNN become a more productive one, but
he’s keeping his expectations in check.
Acosta cites Dan Rather and Sam Donaldson as his role models, noting
that the legendary CBS and ABC broadcasters “had the willingness to politely
and aggressively ask just about anything of the president.” He also has a lot
of respect for his fellow colleagues in the White House press corps, which is
keeping him optimistic about the future of political reporting.
“Years from now, I think people will look back and see some incredible
journalism on display under extraordinary circumstances,” he says. –A.J. Katz

MATTHEW BOYLE Washington Political Editor, Breitbart News

Asked what one word best describes Breitbart’s tenacious political coverage, the site’s political editor
echoes none other than Dan Rather. “Courageous,” says Matthew Boyle, who joined Breitbart in 2012
from The Daily Caller. Of Boyle’s work ethos, Breitbart editor in chief Alex Marlow has said he “typifies
the ‘fighting spirit’ we value.”
In August, Boyle called out the media on Fox’s Sean Hannity Show for “100 percent using” fallen
Muslim-American solider U.S. Army Capt. Humayun Khan and his family “for their political goals.”
“We don’t take orders from anyone except ourselves on what we think we should be focused on,”
says Boyle, who worked closely with former Breitbart chairman Steve Bannon, now Trump’s chief
strategist. “Steve is a friend and my old boss, and I’ve learned so much from him,” Boyle notes. “He’s
an incredibly smart person and I talk to him on occasion, as any good journalist would do, trying to get
information out of newsworthy sources.”
Boyle says he plans to be in the business “for a long time” for one simple reason: “Someone has to
do the tough work, and the amazing team we have at Breitbart is stepping up in a fantastic way to fill the
void left behind by the receding relevancy of waning established legacy operations. It’s an exciting time
to be in journalism, and I’m not even 30 years old yet.” –Chris Ariens

DAVID BRODY Chief Political Correspondent, CBN News

David Brody, a 14-year veteran reporter of the Christian Broadcasting Network, says
Trump’s combative stance with the press is a battle of wills.
“We all are in search of the truth; that’s what good journalists do, but when does the
search for the truth turn into, ‘gotcha agenda-driven journalism?’” wonders Brody.
Brody was the first of just two correspondents called on by Trump during his
bilateral news conference with Israeli Prime Minister Benjamin Netanyahu (the other
journalist was Townhall.com editor Katie Pavlich). ”He sees me as someone who will be A C O S TA : E D WA R D M . P I O R O D A / C N N
fair and not getting ready to vent on a political soapbox,” Brody says of Trump. “I have a
reputation for being fair and honest to both sides of the political spectrum.”
Author of the 2012 book, The Teavangelicals: The Inside Story of How the
Evangelicals and the Tea Party Are Taking Back America, Brody’s reporting can be seen
on programs ranging from The 700 Club to MSNBC. But he can most often be found on
Brody File, his 10-year-old blog.
When asked what one word best describes Trump’s approach with the media, Brody
gave us three: “In your face.” –C.A.

16 APRIL 3, 2017 | ADWEEK

 TUCKER CARLSON Host, Fox News Channel’s Tucker Carlson Tonight
Tucker Carlson has never been afraid to go against the grain. Perhaps that’s one reason why he finds
Trump and the movement he has unleashed so fascinating.
“We have all of a sudden become sort of a three-party system with the election of Trump,”
observes Carlson. “We have the Democrats in opposition. The Republicans are in hesitant alliance.
Then there are the Trump people who are something truly different from either one.”
Carlson, who has done the cable news trifecta, hosting shows on CNN, MSNBC and now Fox News,
took over Megyn Kelly’s coveted time slot when she left for NBC News earlier this year. His show is
now delivering much higher ratings than what Kelly was delivering a year ago, and from an advertising
standpoint, appears to be generating a significant amount of revenue for the network.
The reason for his recent success? Carlson believes that many in the media still aren’t sure how to
cover Trump. “They’re sort of thinking about using a template from 2004, and that’s just out of date at
this point,” Carlson says.
“Trump sees himself not just as the subject of media coverage, but also as a player in it,” he adds.
“He just has a total lack of interest in precedent, and that makes people in Washington uneasy.”
In many ways, just like Carlson himself. –A.K.

LAUREN DUCA Writer, Teen Vogue

Last December, writer Lauren Duca published an op-ed column titled “Donald Trump Is
Gaslighting America.”
The article, which argued that the U.S. president is engaged in a “deliberate attempt
to destabilize journalism as a check on the power of government,” quickly became one
of the internet’s buzziest political think pieces—not just because it was an excellent
piece of writing, but because it had been published in Teen Vogue.
The “Gaslighting” story quickly became the publication’s most-read article of all
time and helped propel both the magazine and Duca, who previously wrote about
entertainment and culture for the Huffington Post, into the spotlight. Shortly thereafter,
Duca received even more attention for an appearance on Tucker Carlson Tonight during
which she chided the host for being a “partisan hack”; in response, he told her to stick to
writing about “thigh-high boots.”
Duca now pens a weekly column for TeenVogue.com—aptly named “Thigh-High
Politics”—that breaks down current events in a way that’s sharp and savvy, not
watered-down for a young audience. “It takes on a tone that is inclusive in a way that a
lot of political coverage doesn’t,” Duca says of her writing style.
“I think the greatest danger right now is people feeling frustrated and giving up,”
she adds. “If we can help young women make sense of everything that’s going on while
also speaking to a wider variety of readers, that’s exactly what we’re hoping to do. Every
single American has a stake in this conversation.” –Emma Bazilian

DAVID FAHRENTHOLD Political Reporter, The Washington Post

The reporter who brought the world the infamous Billy Bush-Donald Trump Access Hollywood tape
pines for the day he can return to covering the morass of the federal government.
“I never had as much fun as I did in 2013 and 2014, writing about things like the national raisin
reserve and the government’s underground paperwork dungeon outside Pittsburgh,” says Fahrenthold,
who, for now, is part of a Washington Post team covering Trump’s potential conflicts of interest.
Knowing that his brand of investigative reporting comes with certain risk, Fahrenthold, a father
of two, says he’s taken the appropriate precautions. “I have taken a few steps to improve both my
physical security and cyber security, on the advice of the Post and journalism groups,” he notes.
Fahrenthold, a Post lifer who joined the paper in 2000 as a summer intern, doesn’t expect the
Trump well to run dry anytime soon. “I don’t think we’ve ever had a presidential administration where
decision-making was so driven by news coverage, and where so many lower-level federal employees
apparently see leaks as the fastest way to influence the commander in chief.” –C.A.

ADWEEK | APRIL 3, 2017 17

 MAGGIE HABERMAN White House Correspondent, The New York Times
By most measures, Maggie Haberman is a baller. A deeply sourced, dogged reporter, her
stories for The New York Times brought more than 141 million page views to NYTimes.com
last year—more than any other reporter at the Gray Lady.
While candidate Donald Trump found her stories about him maddening, he continues
to grant her access. “He has expressed frustration with coverage repeatedly, but he has
usually gotten back on the phone at some point,” Haberman says. “His mantra in New York
as a developer was ‘always take the call.’”
Haberman, who is the daughter of longtime New York Times columnist Clyde Haberman,
joined the Times two years ago from Politico. Before that, she worked for the New York Post
and New York Daily News, which prepared her to cover who she and her Times colleague
Glenn Thrush dub “the Page Six president.”
In the two and a half months since Trump took office, Haberman has continued to
break stories from inside the White House at a rapid clip. When asked how she plans to
decompress from the nonstop coverage of Trump’s first 100 days, she quipped, “Can I get
back to you on that on day 101?” –C.A.

RACHEL MADDOW Host, MSNBC’s The Rachel Maddow Show

Rachel Maddow’s scoop last month, in which she revealed Trump’s 2005 tax returns, brought
both congratulations and condemnation. It was lauded for revealing a highly sought-after
document but also pilloried for taking viewers along for a conspiratorial ride to the finish line—
all to big ratings.
Maddow’s audience has steadily grown since Trump’s inauguration. She had her best month
in February since December 2012 and had the most-watched cable news show for three
straight weeks in March in the coveted 25-54 demo.
“One of the things that’s really rewarding for me about this surge in viewer interest is that
we’re really doing the same work now that we’ve been doing all along,” says Maddow. “There’s
apparently just an increased appetite for it right now.”
Maddow often spends the first 17 minutes of her show doing a deep dive into her topic du
jour. These days, that generally means Trump. That she can command the attention of the
often attention-challenged cable news viewer is a feat in itself. She calls it the “hallmark” of
her show. “We try to explain the news of the day and put it in context,” she says. “I’m going to
keep doing what I do no matter who is in office.”
As she has become one of Trump’s biggest critics, Maddow says she is eager to see if he can
be a president who affects positive change for all Americans. “Always hopeful,” she says. “Not
naive, but yes, still hopeful.” –C.A.

JULIE PACE Chief White House Correspondent, AP

Julie Pace is no stranger to covering presidential administrations. She joined the
AP in 2007 as a White House reporter, and in 2013 became the AP’s chief White

MADDOW: NBCU PHOTO BANK VIA GETTY IMAGES

House correspondent. To Pace, the current level of chaos and confusion is not
unique; the biggest change with Trump, she says, is the speed.
“It’s an exhausting and motivating time to be a political journalist,” explains
Pace, who joined the AP from the Tampa Tribune. There are “no slow days,” and
also not a lot of sleep. “As a reporter, it’s important to try and be as rock solid as
we can with facts,” she adds.
Among her greatest hits this past year were her analysis and coverage of
Trump’s travel bans and her reporting on his accusations of former President
Barack Obama wiretapping Trump Tower.
Pace also was among a handful of reporters who chose not to participate
in an informal White House briefing in February that was closed off to some
outlets. “We have to stand our ground and continue to report factually and keep
our stories as bulletproof as possible,” she says. –Sami Main

18 APRIL 3, 2017 | ADWEEK

 TARA PALMERI White House Correspondent, Politico
Tara Palmeri’s road to the White House was a circuitous one, ranging from
gossip columnist in New York to international affairs reporter in Brussels.
So, how did she get to 1600 Pennsylvania Avenue? “Be scrappy. Trust your
instincts. Don’t follow the pack. Strike first,” notes Palmeri, who has had
stops at CNN, the Washington Examiner, Page Six and Politico Europe.
The New York native says the New York Post was “great training” for covering
Trump. “The president has a strong appreciation for the paper that speaks in his
populist voice. Working at Page Six has helped me understand President Trump
because I worked firsthand with the media he prefers to consume,” she says.
Palmeri often ran into real estate mogul Trump on the New York gossip beat
“when he had to angle for press,” she recalls.
She sees similarities between her coverage of Brexit, while based in
Brussels for Politico, and her current experience at the White House. “A ‘drain
the swamp’ mentality exists beyond American shores,” she notes. “Voters
are frustrated with consensus. It’s been thrilling to cover the disruption from
both sides of the Atlantic. The languages and cultures are different, but the
general angst against elites is the same.” –C.A.

KATIE PAVLICH Editor, Townhall.com

Katie Pavlich readily admits that her political coverage can lean to the right, and
she freely encourages fellow reporters to acknowledge their biases in hopes of
regaining the trust of many Americans.
“I think admitting my bias, which we all have, makes me more honest than
people who have a clear bend who claim to be objective,” says Pavlich.
While some reporters have been iced out by the White House, Pavlich was one of
just two reporters Trump called on during his February news conference with Israeli
Prime Minister Benjamin Netanyahu. (The other reporter was CBN’s David Brody.)
Pavlich, who is also a Fox News contributor, tries to avoid “getting sucked
into the 24-hour news cycle with a president who doesn’t seem to sleep and
tweets at 5 a.m.,” she says.
And while she’s as concerned as her colleagues about Trump’s disdain for so-
called “fake news,” she’s more preoccupied with whom Trump hasn’t called out. “I
do wish President Trump would condemn Putin, who has journalists that disagree
with him assassinated,” she remarks, adding, “Obama’s administration prosecuted
more journalists with the Espionage Act than any other previous president.” –S.M.
PA L M E R I : G A B I P O R T E R ; R YA N : E A R L G I B S O N I I I / G E T T Y I M A G E S

APRIL RYAN White House Correspondent, American Urban Radio Networks

Just three months into 2017, American Urban Radio Networks’ White House
correspondent and bureau chief April Ryan has already had quite an eventful year. Last
Tuesday, she was trending on Twitter after White House spokesman Sean Spicer told her
to “please stop shaking your head again” in a heated exchange during the daily briefing.
Earlier, in February, she got into a public dustup with Omarosa Manigault, a Trump aide
and former Apprentice star. Then, at a Feb. 16 press conference, Ryan became part of
the story again when she asked Trump if he would meet with the Congressional Black
Caucus. Trump responded by asking Ryan if in fact she could arrange a meeting. “No, no,
no,” she clarified. “I’m just a reporter.”
With 20 years experience covering D.C. politics and presidents going back to Bill
Clinton, Ryan has mastered how to “keep peeling the onion back” to fully examine each
story. In addition to covering the White House, she hosts the White House Report, which is
broadcast to AURN’s 475 stations.
Ryan believes that although faith in the media is on the decline, readers, listeners and
viewers still know whom to trust. “When it comes time to find out what’s really going on,
they always come back to us,” she says. –S.M.

ADWEEK | APRIL 3, 2017 19

GLENN THRUSH White House Reporter, The New York Times
The Brooklyn, N.Y., native credits his five years at Newsday, where he worked as a City Hall reporter, for prepping him to cover
Trump’s presidency.
“Covering Ed Koch and Rudy Giuliani provided the best preparation for Trump, who really emulates their style. The interactions
we have with Trump have much more in common with a mayoral performance than it does with presidential performances,” says
Thrush, who joined the Times in January after eight years at Politico, where he served as chief political correspondent.
His tense interactions with White House press secretary Sean Spicer during early briefings were immortalized in Saturday
Night Live’s best sketches of the season, in which Melissa McCarthy’s Spicer openly loathed Bobby Moynihan’s Thrush (“Glenn
Thrush, New York Times, booo! Go ahead …”).
“My kids loved it. It’s had no impact on the way I do my job. It’s been nice in terms of raising my profile and it probably gets
my phone calls answered a little bit more quickly,” says Thrush of his SNL spotlight, adding, “I can’t do anything to control the
way that Sean Spicer treats me or answers my questions. Remember, he’s the one with the microphone.” –Jason Lynch

CECILIA VEGA Senior White House Correspondent, ABC News

New to the White House beat, ABC’s Cecilia Vega has already proven herself as a tough questioner at the daily White House
briefings, and behind the scenes. When press secretary Sean Spicer kept several news organizations out of a closed briefing
on Feb. 24, Vega asked him, “Are CNN and The New York Times not in here right now because you’re unhappy with their
reporting?” (Spicer’s answer, in short, was no.)
Vega’s move to Washington comes after she logged nearly 240,000 miles in the past two years, pressing Democrats

THRUSH: MARK WILSON/GETTY IMAGES

Hillary Clinton and Bernie Sanders for answers in their bids for the White House.
Early in her career, Vega worked for the San Francisco Chronicle before transitioning to local news at ABC Bay Area
affiliate KGO-TV. Six years later, in 2011, the network called and she joined ABC News as a correspondent based in Los
Angeles. Fast-forward to 2015, Vega was named anchor of World News Tonight Saturday and held that role until this past
January when she was named ABC News senior White House correspondent.
“Making the jump from print to broadcast wasn’t something I thought I would do,” Vega says. “It just sort of happened.
And I am so glad it did. It’s a challenging time to be a journalist, no doubt. But covering the administration is also among the
most exciting and important stories in a generation.”
As for the next generation of political journalists, those watching how the Trump administration works, Vega has some
advice: “The president’s position on the press shouldn’t have any impact on how we go about doing our jobs,” she notes. “It’s
not us versus them. It’s about getting answers. So my advice is: just do the job. Don’t get distracted.”–C.A.

Congratulations
to David Brody
Named to Adweek’s Political
Power Players
David Brody, Chief Political Correspondent
of CBN News, Washington, D.C. Bureau, is
an Emmy® – winning, 28-year news veteran.
He was one of the first journalists to interview
President Donald Trump. Adweek honored
David for being among “the most influential
and recognized contributors in the political
media landscape, delivering exceptional
knowledge and insights.”

From your friends, colleagues and partners

at CBN, we’re proud of you, David.
 ADWEEK

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 ON THE ORIGINS OF BR ANDS AND THE PEOPLE WHO BUILD THEM

Per tive
BRAND NAME
THE RIM
The Solo cup comes
in 9- and 18-ounce
sizes, but the big
one is what most
Red Solo Cups
everyone likes. It can HOW AN ORDINARY PIECE OF INJECTION-
hold a pint of beer,
with enough room MOLDED POLYSTYRENE TURNED INTO
for foam. THE ESSENTIAL PARTY ACCESSORY. «
BY ROBERT KLARA

THE DENT
Added in 2009, these
“ergonomic grips”—
as the company
calls them—ensure a
THE COLOR more “reliable hold.”
Robert Hulseman They also make a
enlisted the help convenient place to
of his children to put the brand name.
choose the colors
of the cups, and he
personally liked
blue best—but red
outsells them all.
 BEFORE
O P P O S I T E PA G E : R A Q U E L B E A U C H A M P ; T H I S PA G E : K E I T H : Y O U T U B E ; S I D E B A R : G E T T Y I M A G E S / I S T O C K P H O T O ; A L L O T H E R P H O T O S : C O U R T E S Y O F D A R T C O N TA I N E R C O R P O R AT I O N

Drinking buddies Toby Keith’s 2011 song (and video, above) was a gift from
marketing heaven, though the lyrics were a little blunt: “Now a red Solo cup
is the best receptacle/for barbecues tailgates fairs and festivals/and you sir
do not have a pair of testicles/if you prefer drinking from glass,” sang Keith,
who also marked the passing of the cup’s inventor, Robert Hulseman (inset).
Though the ringed cup was iconic, Solo changed the design in 2009 (far
right), a response to customers’ demand for a cup easier to grip.
AFTER

Got beer?
Hulseman’s original
intent was to provide
a sturdy cup for
family picnics, but the
Solo cup’s size and
durability soon made
it a favorite for heavier
types of partying,
often involving kegs
and the inevitable
games of beer pong
that go with them.
few days after Christmas
last year, Toby Keith took to
Twitter to pay a bit of tribute.
It was all of 41 characters, but
the sentiment was genuine:
“Raise one for this good man
today,” Keith wrote. “RIP #RedSoloCup.”
The platinum-selling country music
star was marking the death of Robert
Hulseman, a man he never met, but one
whose invention had given Keith one of his
most popular songs, and the title of same:
“Red Solo Cup.”
The twangy ode from 2011—which Keith
called “the stupidest song that I have ever
heard in my life,” yet also admitted to
loving—is a salute that struck millions as
both hilarious and, no doubt, long overdue.
After all, the Solo cup (there are 12 colors,
but red is the most popular) is among the
few American products that requires no
introduction—unless, of course, you’ve
never attended a picnic, barbecue, concert,
kegger, tailgate party, major sporting event
or played beer pong. For everyone else, the
Solo cup is the party cup, end of story.
“It’s reached iconic status because it is
the category,” observed Tosh Hall, global
executive creative director of New York
design shop Jones Knowles Ritchie. “It’s
durable, reusable and recyclable. It works
without any sophisticated marketing. You
don’t need sexy packaging—it just is what it
is. It’s classic.”
Party Cup is actually Solo’s official name
for its indestructible polystyrene vessel,
and it never set out to create a classic—just
a really sturdy cup. When Leo Hulseman
Fast Facts started Solo in 1936, the company originally
1936 Solo Cup Co. just made paper cups (the pointy-bottomed
opens in Chicago. kind for watercoolers). It was Hulseman’s
1970s Hulseman son Robert who invented the now-famous
invents Party Cup. big plastic cup in the 1970s. The younger
$9.49 Price of a Hulseman’s aim was to create a large, sturdy
50-pack of cups cup for picnics and outdoor events. To that
2012 Dart
end, he added a series of graduated rings
Container Corp.
acquires Solo.
along the outside—rings that, fans soon
noticed, corresponded handily to drink
measurements (1 ounce for a shot of spirits,
5 ounces for a pour of wine, and so on). For
its part, Solo insisted the rings were never
meant as an alcohol pouring guide.
But it’s irrelevant in any case: In 2009,
Solo got rid of the rings in favor of a “new
innovative shape”—four vertical indented
grips that give the cup a clover-shaped base.
Purists may balk, but brand manager Becca
Bikoff says the new cup is more stable and
easier to hold, and consumers wanted it.
And what about that Toby Keith
homage—the tune that, five-and-a-half
years after its release, has over 48 million
YouTube views? What does headquarters
Solo cups think of it? “At the end of the day, it’s a
actually fun and catchy song,” Bikoff said. “One of
come in
12 colors. the things the song does is harken back to
what people use the cup for—for family and
friends, and creating memories.”

ADWEEK | APRIL 3, 2017 23


Q+A
Stephen Colvin
THE NEW HEAD OF BLOOMBERG LIVE
WANTS TO TAKE HIS MARQUEE EVENTS
GLOBAL. BY EMMA BAZILIAN
You’ve been the CEO of media
companies including the Robb
Report, the Newsweek Daily
Beast Company and Dennis
Publishing. Why take a job
focusing on live events?
Bloomberg is an amazing
company. Great products,
great people, and the chocolate
almonds at our offices aren’t
too bad either, by the way. But
events have always been a pretty
important thread with all the
media companies that I’ve worked
with, going back to way before I
came to the U.S. when I was in
the U.K. I’ve always been a huge
believer in the role that events
play as a very powerful,
engaging media platform.
It seems like every company
is investing in events. How do
you make Bloomberg Live’s
events stand out from the
competition? Well first of all,
we’re Bloomberg. It’s a trusted,
respective, objective brand. Given
the resources we have and the
Bloomberg intelligence research,
we’re very data-driven. We may
be in spaces where other people
are—obviously business, finance—
but we’re trying to identify areas
where we have expertise and also
that hasn’t been covered yet. I
think one example of that is our
Bloomberg Breakaway Summit.
What we’re doing there is not just
focusing on the large companies,
but taking hugely successful
[midsize] organizations and
bringing them together in a
community and letting them
learn about challenges and do’s
and don’t’s from people who have
already broken out of the $500
million to $2 billion revenue range.
There’s also a workshop and
roundtables throughout the
year after the event.
Part of your new job is
developing new monetization
strategies. Tell me about
how you’re doing that. Good
events, from my point of view,
are good storytelling, and I believe
there are ways that storytelling
24
MOVER
can be brought to life through
the different resources at the
events that are available for our
marketing sponsors as well.
That can be custom content
on video screens, among other
ideas we’re working on. We have
a great digital video team at
Bloomberg that can activate at
these events for our marketing
partners. They’ve been working
with marketers, but they haven’t
focused directly on [creating
content] for events.
What new events are you
planning to launch this year?
We have a new concept called
Bloomberg Invest, and that’s
a conference for the C-suite
and thought leaders around
institutional investing. Sooner
Than You Think is another,
and that’s with our technology
platform. We’re working with
Cornell Tech’s new campus
on Roosevelt Island. There are
quite a few new initiatives we’re
working on. Our plan is to execute
more of these franchise events
in the U.S. and then also be doing
them in the different territories
we operate in. We’re in 120
markets—not that we’re going to
go to all 120 different markets.
We’re interested in taking events
like Sooner Than You Think to
EMEA and APEC as well.
There was a big focus on
streamlining when Bloomberg
Live launched in 2015, which
involved cutting down from
14 to seven events that year.
But in 2016, Bloomberg
Live hosted 19 events. Is
streamlining not really in
the cards anymore? There’s
not really a yes or no answer. Specs
We want to put our best foot Current gig
forward and we’re not going to do Global head of
events just for the sake of doing Bloomberg Live
them. We’re focusing on building Previous gig
PHOTO: JUDY SCHILLER
meaningful marquee events that CEO, Robb Report
translate into other territories. Twitter
We’re not going to be doing 20 @stephencolvin
marquee events in the U.S. Age 56
But globally, it’s going to be
a pretty significant number.
APRIL 3, 2017 | ADWEEK
 PORTRAIT

AGENCY
Specs
Who Ryan

Circus Maximus Kutscher (l.),

co-founder
and CCO; Paul
Sutton, partner
WHY THIS CREATIVE AGENCY IS TRYING TO BRAND and director of
THE ANTI-TRUMP RESISTANCE. BY KRISTINA MONLLOS production
What
Creative agency
No matter your political point of view, there’s no denying that Donald Trump’s presidential campaign Where
was a highly effective exercise in branding. Now three-and-a-half-year-old creative shop Circus Maximus, New York;
which works with clients like Angry Orchard, Justworks and CultureIQ, is attempting to brand the anti- Boulder, Colo.
Trump resistance. “We wanted to give the ‘resist’ movement some optics,” explained co-founder and
CCO Ryan Kutscher, who leads a team of eight full-time employees in New York and Boulder, Colo. In the
PHOTO: CIRCUS MAXIMUS

coming weeks, the agency will roll out merchandise like a hat that says “Make America Great Again”—but
with backwards Rs mimicking the Cyrillic character—that will retail for $17.76, with the proceeds going
to various liberal causes. The strategy isn’t purely altruistic, however: Circus Maximus will also use the
findings from its branding effort as an integrated case study to show its clients how it can implement new
ideas, like an online payments platform. “Clients want to know that your ideas are going to work,” said
Kutscher. “Increasingly with all the testing, all the analytics at our disposal, we can be smarter about
the ideas we share with them, and this is sort of in pursuit of that.”

ADWEEK | APRIL 3, 2017 25

 LOOK BACK

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Chevy Chase at the White House Radio and Television Correspondents’ Dinner on March 25, 1976.
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