Brands Brief: Pharma Industry Debuts Multiyear Campaign to Improve Image

Top Stories

  • “Go Boldly,” the eight-figure campaign from the Pharmaceutical Research and Manufacturers of America, debuted Monday with a commercial touting the industry’s work in laboratories. The marketing effort will be PhRMA’s biggest ever multiyear campaign and aims to offset the influence of “bad actors.” (Morning Consult)
  • Alphabet Inc.’s Google said it has begun work on a cloud-based tool that will allow advertisers to better track their impact across user devices while protecting privacy across those devices. (Adweek)
  • Lowe’s Companies Inc. named Jocelyn Wong, former senior vice president and general merchandising manager, as its new chief marketing officer. (The Wall Street Journal)
  • Sprint Corp reached a $200 million deal to take over 33 percent of streaming service Tidal. One outcome of the partnership is a $75 million “dedicated marketing fund” for new content from artists. (Billboard)

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Events Calendar (All Times Local)

NamesCon in Las Vegas 7 a.m.’s Brands‑Only Summit in Orlando, Fla. 7:30 a.m.
Realscreen Summit in Washington 8 a.m.
Adweek webinar on social tools for marketing 1 p.m.
Realscreen Summit in Washington 8 a.m.
Big Data Innovation Summit in Las Vegas 8 a.m.
S&OP Innovation Summit in Las Vegas 8 a.m.’s Brands‑Only Summit in Orlando, Fla. 8:30 a.m.
NamesCon in Las Vegas 9 a.m.
MediaPost’s Agency of the Year Awards 6 p.m.
Realscreen Summit in Washington 8 a.m.
Big Data Innovation Summit in Las Vegas 8 a.m.
S&OP Innovation Summit in Las Vegas 8 a.m.
Social media marketing seminar in Evansville, Ind. 9 a.m.
Adweek webinar on what influences conversions 1 p.m.
Email, smartphone, social media seminar in Deerfield Beach, Fla. 9 a.m.


Advertising and Marketing

Pharma Lobbying Group Goes on Offense Over Bad Image
Mary Ellen McIntire, Morning Consult

The pharmaceutical industry is “going on offense” with its biggest ever multiyear ad campaign, meant to focus on the industry’s scientific advances and shift the focus away from “bad actors” that have drawn scrutiny for jacking up the prices of existing drugs. The Pharmaceutical Research and Manufacturers of America campaign, called Go Boldly, launched Monday with a 60-second TV ad which touts the research that spurs new medical treatments in laboratories.

Lowe’s Appoints Jocelyn Wong as New CMO
Alexandra Bruell, The Wall Street Journal

Lowe’s has appointed Jocelyn Wong as chief marketing officer. She succeeds Marci Grebstein, who has left the company.

McDonald’s All-Day Breakfast Push No Longer Fueling Growth
Craig Giammona, Bloomberg News

All-day breakfast is beginning to lose its novelty for McDonald’s Corp. When the company’s U.S. restaurants started serving Egg McMuffins and other morning fare at all hours in 2015, the change elated customers and fueled a yearlong sales surge.

Department stores are facing ‘the worst results since the recession’ — and that highlights a huge problem
Hayley Peterson, Business Insider

Retailers are reeling from weak holiday sales. Macy’s, Sears, Target, Kohl’s, and JCPenney are among the many companies  that have reported lackluster sales during the critical holiday period.

Toyota Revs Up With Hypertargeted Video
Allison Schiff, AdExchanger

Toyota is putting video behind the wheel. On Monday, Toyota, working with VaynerMedia, launched an online video-centric ad campaign to promote its 2017 Toyota 86 sports car to millennials – a generation more associated with Uber than car culture.

Bud Light Raises a Beer to Bromances in New ‘Famous Among Friends’ Spots
Christine Birkner, Adweek

Bud Light is paying homage to friendship with a new campaign from Wieden + Kennedy New York, which debuts the tagline, “Famous Among Friends.” The 30- and 60-second spots, “Between Friends,” depict big and small moments over the history of a friendship—from a best man speech to helping your friend move to competing together in a hot wing eating contest, all scored to Guns N’ Roses “Sweet Child o’ Mine.” Budweiser similarly celebrated friendship with its “Grab Some Buds” campaign from Anomaly in 2010.

Kate Spade Said to Attract Interest From Coach, Michael Kors
Ruth David and Stephanie Hoi-Nga Wong, Bloomberg News

Luxury handbag maker Kate Spade & Co. is attracting interest from high-end retailers including Coach Inc. and Michael Kors Holdings Ltd. as it pursues a sale, according to people familiar with the matter. The two companies are speaking to their boards about the feasibility of going ahead with a bid, said the people, who asked not to be identified because the discussions are private.

Why everyone wants a piece of the Supreme pie
Bethany Biron, Digiday

Brands can’t seem to stop cashing in on Supreme’s success, and Louis Vuitton is the latest retailer hoping to ride the cult brand’s wave. The storied luxury brand debuted a joint collaboration with Supreme during its men’s runway show in Paris on Thursday, becoming the first high-end designer to partner with the buzzy streetwear brand.

Media and Entertainment

Time Inc. Acquires Ad-Tech Company Adelphic to Beef Up Programmatic Advertising
Lauren Johnson, Adweek

As Time Inc. continues to pivot from being seen as a print magazine publisher to a digital media player, the company has acquired programmatic ad-tech company Adelphic. Adelphic will join Viant, a marketing company that Time Inc. acquired a year ago that uses first-party data and programmatic technology for ad targeting.

Trump’s inauguration broke live video streaming records
Sarah Perez, TechCrunch

Though some cried while others cheered, both sides tuned into to watch President Trump’s inauguration in sizable numbers – record-breaking numbers, in fact. The event has broken new ground, becoming the largest, single live news event that content delivery network Akamai has ever hosted, the company says, following an analysis of its live video data.

Donald Trump Is Giving Stephen Colbert a Ratings Boost
Chris Ariens, Adweek

Stephen Colbert was one of Donald Trump biggest detractors during and after the campaign. But if this week’s ratings are any indication, the Late Show host could benefit greatly from Pres. Trump.

White House Announces ‘Skype Seats’ for Daily Press Briefings
Brendan Bordelon, Morning Consult

White House press secretary Sean Spicer announced Monday a new policy that will allow four out-of-town reporters to use Skype video conference software to attend the daily White House press briefings. Starting “later this week,” Spicer said the Trump administration will provide four “Skype seats” in the White House briefing room to journalists who live at least 50 miles outside of the Washington, D.C., area.

TV Ratings: NFC Championship Game Tops 2016, Patriots-Steelers Can’t Top Broncos-Patriots
Oriana Schwindt, Variety

The games that decided which NFL teams are heading to Super Bowl LI in Houston brought in their usual mega audiences. In Nielsen’s metered market overnight ratings, the early NFC Championship Game brought in a 27.4 household rating on Fox, while the late AFC Championship drew a 27.6 on CBS.

Twitter Hits Red Carpet in Exclusive Live-Streaming Pact With Dick Clark Productions
Todd Spangler, Variety

Twitter is adding more live video programming: The social company has renewed its partnership with Dick Clark Productions to exclusively present coverage from the red-carpet arrivals of upcoming award shows. The new deal will kick off with a two-hour red carpet pre-show for the 52nd Academy of Country Music Awards on April 2, produced by the Academy of Country Music and DCP.

Social Media and Technology

Google Is Developing a Cloud-Based Measurement Service for Advertisers
Marty Swant, Adweek

Google has begun developing a cloud-based measurement tool that it says could help advertisers gain more insights while protecting privacy across devices. In a blog post published today, Google said it’s working to develop new measurement services for marketers that helps them better understand cross-screen campaigns and identify high-value customers.

Sprint Purchases 33 Percent Stake in Tidal
Dan Rys, Billboard

Sprint has acquired a 33 percent stake in Jay Z’s streaming service Tidal, the two companies announced today (Jan. 23). A source familiar with the matter tells Billboard that the purchase was for $200 million and that Jay and each of the company’s two dozen artist-owners will remain part owners.

Yahoo Faces SEC Probe Over Data Breaches
Aruna Viswanatha and Robert McMillan, The Wall Street Journal

U.S. authorities are investigating whether Yahoo Inc.’s two massive data breaches should have been reported sooner to investors, according to people familiar with the matter, in what could prove to be a major test in defining when a company is required to disclose a hack. The Securities and Exchange Commission has opened an investigation, and in December issued requests for documents, as it looks into whether the tech company’s disclosures about the cyberattacks complied with civil securities laws, the people said.

Amazon’s next frontier to conquer? Auto parts
Josh Kosman and James Covert, New York Post

Amazon boss Jeff Bezos, whose online behemoth is likely to become the country’s No. 1 apparel retailer this year, is setting his sights on what could be his next sector to dominate: the $50 billion do-it-yourself after-market auto parts business. In recent months, Amazon has struck contracts with the largest parts makers in the country — including Robert Bosch, Federal-Mogul, Dorman Products and Cardone Industries, sources told The Post.

Amazon and Google fight crucial battle over voice recognition
Charles Arthur, The Guardian

Amazon and Google always thrive in the fourth quarter as people get out their wallets for Christmas. Both companies – or in Google’s case, its parent group, Alphabet – are therefore expected to announce booming revenues in their fourth-quarter results over the next fortnight, with Alphabet going first on Thursday and Amazon the following week.

Calligraphy, culture and humor: The recipe to Pentel pens’ Instagram success
Tanya Dua, Digiday

A photo-heavy platform like Instagram may seem like an odd place for a pen company to shine, but Pentel of America has cracked the code. While Pentel didn’t see much traction on the platform at first when in joined in 2014, things took a turn last year, during which time the brand witnessing a 328 percent growth on Instagram over the year.

PR and Communications

SNL writer suspended for Barron Trump tweet, writes apology: ‘It was inexcusable’
Emily Yahr, The Washington Post

Twitter lit up with off-color jokes and memes during inauguration weekend, but there was one topic that really sent social media into a frenzy: Barron Trump.

Sierra Nevada Recalls Beer in 36 States Over Concerns About Broken Glass
Matt Novak, Gizmodo

The Sierra Nevada Brewing Co. has announced that the company is recalling eight different beers in 36 states. The voluntary recall is in response to concerns that some bottles may have a flaw that could cause glass to break off and fall into the bottle.

Corporate Social Responsibility

Why Disability Is The Latest Fashion Industry Frontier
Angela Almedia, Bustle

Driving home from Thanksgiving two years ago, Karin Hitselberger was confronted with what she calls an “accidental supernova” of sorts. It came in the form of Kylie Jenner — more precisely, her S&M-style photo shoot for Interview magazine, where Jenner donned a black leather dog collar while seated atop a gilded wheelchair.

This New Barbie Ad Shows One Simple Way a Dad Can Be a Shero
Faith Cummings,

Barbie is the ultimate in girl power and Mattel has done a great job of modernizing the classic figure over the past few years to reflect an empowering point of view for girls all around the world. Next up for the brand is tackling gender roles, which they demonstrated in collaboration with BBDO San Francisco.

Opinions, Editorials, Perspectives and Research

Age, Gender Targeting Are Broken; Publishers’ First-Party Data Can Fix Them
Matt Bruch, Adweek

Over the past few months, several reports have described major inaccuracies in age and gender targeting. Pinsight Media reported that not only is 60 percent of age data on mobile exchanges inaccurate, but it’s also off by an average of 10 years.

Fake news’ power to influence shrinks with a contextual warning, study finds
Natasha Lomas, TechCrunch

Research conducted by social psychologists at Cambridge University in the UK, and Yale and George Mason in the US, offers a potential strategy for mitigating the spread of misinformation online — involving the use of pro-active warnings designed to contextualize and pre-expose web users to related but fake information in order to debunk factual distortion in advance. The researchers found that combining facts about climate change with a small dose of misinformation — in the form of a warning about potential distortion — helped study participants resist the influence of the false information.

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