CMOs’ unexpected new best friend—plus ad execs react to Trump’s election
Welcome back to Ad Age Briefly! This week’s edition features an emerging CMO trend, marketing predictions for the Trump administration, the cost of doing TV business and much more.—Ad Age Web Editor Mark Fischer
Why CMOs are relying more on brand historians
The lowdown: Facing growing pressure from the rest of the C-suite, chief marketing officers are turning to an unexpected source for help—brand historians. Although many companies have employed brand historians for decades, “there has been a renewed interest in preserving a brand’s history,” writes Ad Age Special Projects Editor and Reporter Adrianne Pasquarelli .
Behind the trend: These alliances are forming as consumers crave “new and engaging social media content and nostalgia-infused campaigns,” Adrianne writes. Levi’s recent Beyoncé campaign, which played off the brand’s iconic 1985 “Launderette” ad, came together after Levi Strauss & Co. historian Tracey Panek dug into the brand’s marketing archives.
Quotable: “There’s this stereotype of archivists that you’re in a quiet, secluded place behind the scenes doing academic research—no, it’s incredibly busy and active and it’s supposed to be.” — Marie Force , director of archives at Delta Air Lines
?? Learn more about how CMOs are teaming up with brand historians here.
??Related reading: Many Gen Zers are big fans of nostalgia, so much so that so-called dumb technology is on the rise, writes SuperHeroes Gen Z Strategist Giorgia Amatemaggio .?
??Are you a Gen Zer and want your voice heard? We’re always looking for column contributors for “Gen Z Voices,” our series dedicated to exploring the Gen Z perspective on marketing, technology, social media and the future of the ad industry. Reach out to [email protected] for more information.
?? RSVP for our virtual Emerging Tech Summit, set for Tuesday, Nov. 12. Join industry leaders as they explore how the latest technology is transforming advertising and marketing.
What it costs to advertise on TV and streaming
Our TV and Streaming Pricing Chart is a must-read for all advertising professionals, offering insights into the most expensive shows for advertisers and changes in the average costs to advertise on primetime TV and top streaming platforms.?"The TV landscape has changed dramatically over the past decade—and so have the dollars advertisers pay to buy ad space in top shows," writes Ad Age Senior Media Reporter Parker Herren .
This package is exclusive to All Access subscribers, who will not only gain access to TV and streaming data but also our recently released Leading National Advertisers report—which includes a ranking of the top 200 U.S. advertisers—along with the 80th annual Agency Report, the continually updated Agency Reviews database and the latest Ad Age-Harris Poll ranking brands that made significant progress in capturing Gen Z's attention in the third quarter of 2024.
Learn more about the TV and Streaming Pricing Chart—which was compiled by Parker and beautifully put together by Corey Holmes and Jennifer Chiu of the Ad Age art team—by reading our introductory story here.?
33?ad execs react to Trump’s election?
After Donald Trump was elected president, Ad Age polled 33 advertising, marketing, media and tech executives on what changes the industry might see under the new administration and how they might respond. Their responses touched on a wide range of topics, including the impact of proposed import tariffs on retail and pricing, shifts in brand messaging and potential changes in ad spend.?
Here's one from Asha Shivaji , CEO and co-founder, SeeMe Index: "Brands will lean into the values that hit the mark with consumers, whether that’s health equity, climate action or inclusivity. This will not only be seen as positive, but it will also be good for the bottom line."
Creativity Corner
“Ogilvy Sydney led a beach project that memorably warns sun worshippers of the dangers of the sun’s rays,” writes Ad Age Creativity Editor Tim Nudd . "Co-funded by Bristol Myers Squibb and La Roche-Posay, 'The Spot' served as a visually arresting skin cancer awareness campaign, with free on-site skin checks conducted by nonprofit Skin Check Champions."
What subscribers are reading
?? Hi there, thanks for reading: This newsletter was curated by Ad Age Web Editor Mark Fischer Have any feedback or tips? Reach out to him at [email protected].