A look at the insights we’re sharing this week from various marketing and advertising publications.
Ad Industry Awards Haven’t Addressed The Racial Reckoning
Adweek
Just as black football players in the 1960s and ‘70s were relegated to certain positions due to the belief they weren’t smart enough to run the team, today’s black creative directors are facing an uphill battle against negative stereotypes when it comes to awards and juries.
Why it matters: Since agencies hire creatives who produce award-winning work, awards matter. Yet award shows aren’t taking accountability for recognizing and rectifying jury room equity. Jurors must ask if their unconscious biases are affecting how they view the work otherwise they’re holding back people of color from career opportunities.
Jack In The Box Duets With Jason Derulo On Virtual Restaurant Brand
Marketing Dive
Jack in the Box and Jason Derulo are launching a virtual restaurant called One in a Milli that Los Angeles diners will be able to exclusively order from via Uber Eats from June 14-28. The concept is inspired by Derulo’s “Milli Meal” tradition of using bizarre ingredients to celebrate each million follower milestone on TikTok.
Why it matters: The partnership marks Jack in the Box’s entrance into the virtual restaurant trend, which the pandemic popularized as consumers flocked to take-out and delivery. It will enable the brand to reach Derulo’s 46 million-plus TikTok followers as well as collect first-party data through a mobile component wherein those outside of Los Angeles can order from the virtual restaurant via the Jack in the Box app.
Looking Beyond The Pandemic: Could The World Economy Gain More Than It Lost To COVID-19?
McKinsey & Company
According to Mckinsey’s latest analysis of mortality and economic growth, no country kept its economy moving well without also taking control over the virus spread. How McKinsey’s proposed twin imperatives of safeguarding lives and livelihoods translate into reality is based on three beliefs: that 3 to 4 percent global economic growth is achievable with available technology; we don’t have to choose between sustained and inclusive growth; and the possibility that with pandemic-induced medical advances we can spark a renaissance in public health innovation.
Why it matters: If global leaders act on these outcomes, the world could be on the cusp of a new age of prosperity, namely an economic recovery that will add 30 to 50 percent to GDP over the next 10 years.
TikTok Launches #CreativityForGood Campaign To Highlight Creators And Causes On The Platform
Social Media Today
TikTok has launched its own Cannes Lions awards-inspired hashtag challenge called #CreativityForGood, which will invite its users to create a TikTok-style campaign or ad for one of four partnering international non-profits or another cause they cherish. The non-profits include the Malala Fund, It Gets Better Project, IFRC and One Tree Planted. TikTok will donate $50,000 to each.
Why it matters: Given TikTok videos aren’t allowed to compete in the Cannes Lion competition, this new purpose-led promotion could be the platform’s small way of carving out a spot in the awards in the future.
Consumers Are Hungry For Live Events. Here’s How Brands Should Respond.
Campaign
New global research from Momentum Worldwide found that while 74 percent of people found a new passion during the pandemic, another 50 percent are ready to try new experiences.
Why it matters: Consumers are now pickier about where they spend their time, with 21 percent of people thinking it’s necessary to feel like a VIP during events. With 87 percent of respondents willing to use technology while attending live events, hybrid events offer an appealing solution.
Are Influencer Exhibition Fights The Future Of Boxing?
Los Angeles Magazine
Following YouTuber Logan Paul’s exhibition match with Floyd Mayweather, a new Miami-based event called “Social Gloves: Battle of the Platforms” has emerged, featuring a fight between TikTok stars and YouTube influencers.
Why it matters: In a recent press release about the event, which occurred on June 12, executive producer Paul Cazers called the fights “the perfect storm of celebrity, social media, technology, digital marketing, pop culture, and, at the end of the day, good old Hollywood 101 celebrity and industry magic.”
