One industry navigates a nation divided.
The polls were wrong. The strategy was wrong. The data was wrong.
Shortly after midnight on Nov. 9, 2016, 18 months of carefully weighted, religiously updated forecasts evaporated into the ether as Donald J. Trump scored a series of upset victories to secure his status as the 45th president of the United States.
But the election post-mortem hasn’t just been a crisis of confidence for the number-crunching community.
It shook people up on the client side and the agency side, according to 30-year ad industry veteran and consultant Avi Dan. He said, “The belief that we have reached a very sophisticated stage in data gathering and analysis has been shattered.” Crispin Porter + Bogusky chairman and co-founder Chuck Porter added, “If most analysts were so wrong about Trump and Brexit, are they really right about your airline or your car brand or your cereal?”
One New York agency executive described her team’s post-November mindset as “shell-shocked.” But where some see crisis, president Paul Jankowski of the Nashville, Tenn.-based New Heartland Group sees opportunity in a bitterly divided nation.
REACHING THE GREAT MIDDLE
Jankowski sometimes asks marketing executives to share their anonymous takes on those who’ve been lumped into “Middle America” or, to use a more loaded term, “Trump’s America.”
“You hear lines like: hillbillies, Bible beaters, right-wing extremists, modernized rednecks who are stuck in the past, wearing their ignorance and intolerance proudly,” he says of those brutally candid conversations. “It paints a picture of dismissiveness—a group that’s underserved. It’s not all country music, and it’s not all red states.”
هذه القصة مأخوذة من طبعة February 27, 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 February 27, 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.
