REOPENING & MESSAGING
The Wall Street Journal (wsj.com; 6/24) describes why post-lockdown marketing may be even more complicated than communicating during the pandemic. With advertisers shifting gears “to promote the reopening”, “sad piano scores” from early in the pandemic are gone; replaced with calls to be responsible and safe mixed with the drive “to resume elements of normal life.” This is a difficult balance that Leo Burnett’s chief strategy officer explains as “not false goofy optimism, but the hope of the times.” Even more reason for marketers to listen to their consumers more closely than before, according to one media and entertainment advisor at E&Y.
Media agency and network representatives virtually met across multiple platforms this week, discussing the impact of COVID-19 on upfront negotiations and marketer uncertainty as well as larger issues like eliminating bias. Panels from Ad Age (6/29) and Mediapost (6/29 and 6/30) addressed programming and sports availability (or lack thereof), the need for social change, and more than just the timing of the upfront but how business is conducted.
On Friday, the commerce department reported that “U.S. consumer spending rebounded sharply in May, but the gains are not likely to be sustainable.” Additionally, “personal income fell 4.2% in the month and is expected to decline further as millions lose their unemployment checks starting in July.” To date, the federal government has infused the economy with nearly $20 billion a week, enabling many of the unemployed to stay afloat. However, the $600 in weekly aid is expected to expire after July (cnbc.com; 6/26).
The Daytime Emmy’s were back in primetime for a virtual event broadcast on CBS (6/26). The event won its time period or came in second according to the Programming Insider (6/28). CBS led the networks with 15 winners, followed by Syndication at 11 winners. Dramas (Y&R, B&B, and GH) and Syndication’s Jeopardy! and The Kelly Clarkson Show led with multiple wins for their programs.
More brands have joined “Stop Hate for Profit”; pulling their media spending from Facebook. The campaign was created by the Anti-Defamation League, Color of Change, Common Sense Media, Free Press, the NAACP, and Sleeping Giants with a boycott of Facebook until they remove “hurtful posts and misinformation.” Beginning with The North Face, and followed by REI, Patagonia, Eddie Bauer and Ben & Jerry’s, the list of large brands now includes Clorox, Coca-Cola, Honda, Starbucks, Unilever, and Verizon. For an updated list, see Adweek (Subscription; 6/26), Adage (Subscription; 6/30) or CNN (6/26). Facebook’s modified content policies, “most notably” labeling posts that violate standards, were reported in Mediapost’s Digital News Daily (6/26). Facebook’s VP for global affairs went on Bloomberg (6/20) to defend the steps that they’re taking.
COPYCAT AVACADO EGG ROLLS FROM CHEESECAKE FACTORY
My from My Healthy Dish “visited” GMA to share the secrets of making one of her blog’s most popular recipes; Copycat Avocado Egg Rolls from Cheesecake Factory. So, if you’re looking for a healthy alternative to bring to your socially-distanced BBQ, check out the video for this quick and easy recipe. And visit GMA’s food page for more ideas like a 4th of July buying guide, and honey mustard pretzel chicken fingers.