Sex Dust and Naked Juice have nothing to do with the San Fernando Valley’s once-thriving porn industry.
As a matter of fact, those two products, from Moon Juice and PepsiCo, are part of the groundbreaking wellness wave that began in Southern California and continues to thrive courtesy of companies like Headspace, Papa & Barkley and others on the second annual L.A. Brand Stars list.
With the explosive growth of Silicon Beach, there’s also a startup culture that’s taken its place alongside local legends like the Lakers (All hail King James!) and Taco Bell (All hail the Quesalupa!). In short order, Bird Rides and Ring doorbells have upended the ridesharing and home-security businesses, MedMen has reimagined the cannabis dispensary and Drybar has modernized (and standardized) the beauty parlor concept.
There may be something about this company town that encourages creativity and risk, where even insurance and cruise-line ads qualify as four-star entertainment. “Everyone here is used to being rejected, even if they’re not actors,” says Papa & Barkley’s CMO Kimberly Dillon. “That makes for a lot of grit and resilience.” It’s apparent in the show-stopping, innovative marketing from 16 brand executives you need to know right now. Check them out …
ELIZABETH ASHMUN
President / Moon Juice
Denne historien er fra November 12, 2018-utgaven av ADWEEK.
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Denne historien er fra November 12, 2018-utgaven av ADWEEK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
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.