WEIGHT-LOSS BRANDS ARE USING MALE CELEBS TO TOUT LIFESTYLE CHANGES.
Diets: They’re not just for gals anymore! And by the way, it’s not a diet. It’s a lifestyle.
There are major changes afoot in the weight-loss industry, with many marketers focusing on health and wellness, rather than calories, scales, inches and tape measures.
And two powerful brands, Atkins and Weight Watchers, have recently taken the unusual, stereotype-busting step of hiring men as spokescelebs.
The preternaturally youthful Rob Lowe will spend 2018 as the face of the Atkins’ “Life Well Lived” campaign, and recording artist-producer DJ Khaled has become Weight Watchers’ first social media ambassador.
While marketing execs don’t expect the infamous before-and-after-style ads or fat shaming to disappear entirely, they say tactics have evolved to become more inclusive and realistic.
Esta historia es de la edición January 15, 2018 de ADWEEK.
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Esta historia es de la edición January 15, 2018 de ADWEEK.
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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.
