After Moving Away From Big Annual Presentations, Some Companies Are Reversing Course.
Over the past couple years, several media companies have scrapped their lavish annual upfront events, opting for more intimate, and far less expensive, dinners and meetings with individual agencies. Discovery Communications, AMC Networks and A+E Networks—joined this year by Viacom (for more on that company’s upfront strategy, go to page 14)— decided that when it came to splashy upfront spectacles, less was more.
But now, some of them are having second thoughts, with both AMC and A+E reversing course and reinstituting their upfront productions. Peter Olsen, evp of national ad sales for A+E Networks, said the company’s annual fête—held in late April or early May—had gotten lost in the crush of NewFronts and upfront events. After taking last year off, he moved his presentation to mid-March. “We rethought it and said, doing a big brand event early, it gives it more time to seep in and [the ad sales team more time to] actually activate off it,” said Olsen. “We like this time frame.”
هذه القصة مأخوذة من طبعة April 17, 2017 من ADWEEK.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك ? تسجيل الدخول
هذه القصة مأخوذة من طبعة April 17, 2017 من ADWEEK.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك? تسجيل الدخول
News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.