Brands Brief: Google Promises Companies More Control Over Ad Placement

Top Stories

  • Alphabet’s Google Inc. ensured concerned companies they would have more ad oversight after some companies, such as L’Oreal SA, pulled their spots in the wake of the ads appearing ahead of extremist YouTube videos. (The Wall Street Journal)
  • Uber Technologies Inc. President Jeff Jones has left the company. He told Recode his departure is a result of company values and beliefs being “inconsistent” from his own. (Recode)
  • A new study shows chief marketing officers at some of the biggest companies in the country are spending less time in the role. (The Wall Street Journal)

Chart Review

Events Calendar (All Times Local)

Leadscon in Las Vegas 7:30 a.m.
Leadscon in Las Vegas 7 a.m.
SMX West San Jose 7 a.m.
MMA Mobile Video Leadership Forum in New York 7:30 a.m.
Digital Marketing Innovation Summit in New York 7:30 a.m.
Digital Strategy Innovation Summit in New York 7:30 a.m.
HIRO Media webinar on programmatic media 8:30 a.m.
Adweek webinar on customer outreach 1 p.m.
ANA’s B2B and influencer marketing event in Scottsdale, Ariz. 4 p.m.
Leadscon in Las Vegas 7 a.m.
SMX West San Jose 7 a.m.
Digital Marketing Innovation Summit in New York 7:30 a.m.
Digital Strategy Innovation Summit 7:30 a.m.
Social Media Marketing World San Diego 9 a.m.
ANA webinar on SXSW takeaways for marketers 1 p.m.
Social Media Marketing World San Diego 6 a.m.
SMX West San Jose 7:30 a.m.
ANA’s integrated marketing communications training in New York 9 a.m.
Business Marketing Association integrated marketing communications event in Atlanta 11 a.m.
Social Media Marketing World San Diego 6 a.m.


Advertising and Marketing

Average Tenure of CMO Continues To Decline
Suzanne Vrancia, The Wall Street Journal

The average tenure for chief marketing officers working for the county’s biggest brands has fallen for the second year in a row, according to new research from executive search firm Spencer Stuart. A study of CMOs from 100 of the top U.S. ad spenders found that the average tenure for marketing czars fell to 42 months in 2016, down from 44 months in 2015.

Facing Defunding, Planned Parenthood Breaks TV, Digital Ad Campaign
Philip Rosenstein, MediaPost

The women’s health organization Planned Parenthood is facing a steep uphill battle to retain federal funding amid a conservative duality between the Legislative and Executive branches. In an attempt to move the debate in its favor, Planned Parenthood has launched a $1 million advertising campaign heavily focused on TV.

Polaroid Swing aims to reboot brand and inspire new generation
Mark Brown, The Guardian

In the 20th century Polaroid was associated with artists who included Ansel Adams, Andy Warhol and David Hockney. Now the rebooted brand is hoping to walk a similar road and inspire a new generation.

New Shinola national ad campaign aims to unify, revere American workers
Tyler Clifford, Crain’s Detroit Business

“Let’s roll up our sleeves.” That’s the new Shinola/Detroit LLC marketing mantra that the luxury goods maker rolled out Monday in a new national campaign.

Kimberly-Clark Uses Ad Campaign Strategies For Recruitment Of Millennials
Tanya Gazdik, MediaPost

Kimberly-Clark connected Millennials to the U by Kotex brand with the “Power of the Period” campaign. Now K-C is applying the engagement strategies honed on its consumer brands to help the company attract and recruit top young talent.

Media and Entertainment

Inside Hearst’s turbulent quest to build a Snapchat brand
Jessica Schiffer, Digiday

Sweet, Hearst’s social-only publication created in partnership with Snapchat, launched to lots of hype in November 2015. Less than a year and a half later, the new brand offers lesson of the tricky route to starting new media brands on platforms.

White House links to Washington Post satire slamming budget
Aidan Quigley, Politico

The White House linked on its online daily briefing page to a satirical Washington Post opinion article with a headline that actually sharply criticizes President Donald Trump’s proposed budget. The administration’s “1600 Daily” update linked to Alexandra Petri’s opinion piece titled “Trump’s budget makes perfect sense and will fix America, and I will tell you why.”

Beauty And The BeastCaptures The US BoxOffice Crown
James White, Empire

The tale might be as old as time, but the new take on Beauty And The Beast – the latest Disney live-action adaptation from its cartoon back catalogue – stormed the US box office with a record-breaking $170 million opening, according to studio estimates. That represents a new high for a March opening and solidifies the recent success of the Mouse House, especially given that the movie cost $160 million to make before the usual marketing and print costs.

Social Media and Technology

Google removes audio ads from Google Home hours after introducing them
Jacob Siegal, BGR

Google Home owners were surprised to find themselves bombarded with audio ads for Disney’s upcoming live-action Beauty and the Beast remake this week. On Thursday morning, Reddit user CaptainCaptioni says he was getting ready for work and said “OK Google, good morning” to his Google Home, like he always does.

Adweek’s Digital Hot List: 2017’s Buzziest Apps, Gadgets, Startups and More
Adweek Staff, Adweek

The heat coming off our picks for the 2017 Digital Hot List would be enough to melt the snow of a March Nor’easter. Lilly Singh, our Digital Creator of the Year, is almost the anti-PewDiePie—just as funny and entertaining, but not likely to offend.

PR and Communications

Google Vows More Control for Brands Over Online Ads
Jack Nicas, The Wall Street Journal

Google on Friday said it plans to give advertisers more control over where their ads appear online after major clients in the U.K. withdrew their spots because some ads ran before extremist videos on its YouTube site. Tensions between Google, the world’s biggest advertising platform, and its advertisers have increased over the past several days following a report showing ads by the British government and several companies—including French cosmetics giant L’Oréal SA and British grocery chain J Sainsbury PLC—appeared before videos supporting terrorist groups.

Uber president Jeff Jones is quitting, citing differences over ‘beliefs and approach to leadership’
Kara Swisher and Johana Bhuiyan, Recode

Jeff Jones, the president of Uber, is quitting the car-hailing company after less than a year. The move by the No. 2 exec, said sources, is directly related to the multiple controversies there, including explosive charges of sexism and sexual harassment.

Guardian pulls ads from Google after they were placed next to extremist material
Jane Martinson, The Guardian

The Guardian has withdrawn all its online advertising from Google and YouTube after it emerged that its ads were being inadvertently placed next to extremist material. Ads for the Guardian’s membership scheme are understood to have been placed alongside a range of extremist material after an agency acting on the media group’s behalf used Google’s AdX ad exchange.

Ivanka Trump brand sued by San Francisco fashion retailer over unfair competition
Peter Hockaday, SFGate

San Francisco fashion boutique Modern Appealing Clothing has sued Ivanka Trump’s company over unfair competition. The class action lawsuit was filed in San Francisco Superior Court on Thursday.

In new recruitment ads Marines shown as good citizens
Julie Watson, The Associated Press

The Marine Corps no longer needs just a “Few Good Men” as it looks to diversify. The elite force — embroiled in a scandal of online nude photo sharing — is highlighting how its warriors are also good citizens in an ad campaign aimed at millennials.

Corporate Social Responsibility

Lingerie store refuses to take down ads with plus-size, disabled models
Rheana Murray,

A lingerie store that was told to remove a body-positive ad campaign featuring plus-size models and one woman in a wheelchair fought back — and to the delight of fans, they won. LiviRae Lingerie’s latest campaign features women of all shapes, sizes and colors from various backgrounds.

Opinions, Editorials, Perspectives and Research

Emerging Brands Need to Start at the End
Elliot Begoun, The Huffington Post

Growth is what every brand needs, but why? Growth for the sake of growth does not result in good strategy or smart decision making.

How Toys R Us’ New CMO Plans to ‘Unleash the Magic’
Adrianne Pasquarelli, AdvertisingAge

After 13 years at PepsiCo, Carla Zakhem-Hassan traded soft drinks for toys last month when she joined Toys R Us as exec VP-global chief marketing officer. Ms. Hassan, who is tasked with managing media budget that measured around $60 million last year, hopes to restore childhood magic to the beleaguered chain, which recently laid off a reported 250 positions and has struggled with drooping sales.