Morning Brew - ☕️ What an earful

Agencies are making their own podcasts.
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Morning Brew May 12, 2022

Marketing Brew

Hulu Ad Manager

Happy Thursday. As we know all too well, marketing has become a game of everything everywhere all at once. How are you and your team mastering this sorcery? Which spells have proven most successful?

On June 8 in NYC, we’ll be sitting down with OkCupid’s longtime global CMO and Kraken Digital Asset Exchange’s newest CMO to talk about the evolving role of the marketer. Come join the insightful conversation and connections with peers, stay for the passed apps and open bar. Doors open at 5:45pm ET, and spots are on a first-come, first-served basis. Register here.*

In today’s edition:

—Alyssa Meyers, Ryan Barwick, Katie Hicks

PODCASTS

Agencies in your ear

a gif showing three podcasts made by ad agencies Illustration: Francis Scialabba, Photos: Edelman, IPG Media Lab, Mekanism

Influencers are doing it. Brands are doing it. Publishers are doing it. So, of course, agencies are doing it, too.

Say hello to the agency podcast:

  • Edelman has The TrustMakers, a podcast about how institutions can build trust with stakeholders, as well as Authentic 365, run by members of its DE&I team.
  • IPG Media Lab has Floor 9, a pod about the intersection of tech and culture.
  • Independent agency Mekanism recently started Soul & Science, led by co-founder and CEO Jason Harris, which features discussions with CMOs and other execs.
  • Creative consultancy Digital Surgeons produces Forward Obsessed, hosted by co-founders Pete Sena and David Salinas, who interview “business leaders and entrepreneurs.”
  • MediaLink chairman and CEO Michael Kassan hosts a show called Good Company, where he’s had guests ranging from Reese Witherspoon to CNN chief media correspondent Brian Stelter.

The list goes on. Agencies have different reasons for investing in podcasts, but these shows can often serve as a marketing tool, helping them get in front of potential clients, build their own brands, or even show off their own podcasting chops.

Big reputation

While agencies we spoke with aren’t exactly expecting an influx of RFPs as a result of their podcast efforts alone, some are podcasting to build their reputations.

Mekanism’s Harris and Jeff Mard, SVP of growth at Digital Surgeons, both said it would be a “nice byproduct” if their podcasts ever brought in new clients, but that’s not a primary goal.

Zoom in: Harris said he sees Soul & Science as a way to “promote our positioning” as an agency, and as a tool for networking with other CEOs and CMOs by inviting them on the show.

  • The podcast began in March and only has 10 episodes so far, but has already booked some high-profile guests, like OkCupid Global CMO Melissa Hobley, Foot Locker Global CMO Jed Berger, Indeed CMO Jessica Jensen, and General Electric CMO Linda Boff. Some guests have been clients, but the podcast will focus on ones who aren’t.
  • Harris said the company plans on checking in on the podcast’s audience growth quarterly, with the goal of eventually reaching about 10,000 downloads per episode.

Read what other agencies had to say about why they’ve started podcasts here.—AM

        

ADVERTISING

Consumer control

a gif of Google's My Ad Center Illustration: Francis Scialabba, Photos: Google

Google is giving users more control over the advertisements they see on the platform. Announced during its annual I/O developer conference, a tool called My Ad Center, expected to roll out later this year, will give users the ability to fine-tune the advertisements they see on Google Search, Discover, and YouTube.

In practice: If someone searches for something related to fitness and is shown an advertisement for running shoes, they could click on a tab beside the ad, prompting them to either see “more” or “fewer” ads like this, either by topic (“fitness”) or at the brand level (Nike). These changes can also be made within a My Ad Center hub.

  • You can also clarify assumptions Google might have made about you, like your age and gender, or whether you’re a homeowner or a renter.
  • Limits on “sensitive” categories like alcohol, gambling, weight loss, and pregnancy and parenting can be limited within My Ad Center.
  • Advertisers won’t have access to these preferences, though it’ll affect the ads targeted to users.

“Our users have told us loud and clear that what makes them feel better about their ad experience is that they are in control,” David Temkin, a senior director of product management at Google, told reporters ahead of the announcement. “This product gives users control over the algorithm, and that, we think, represents a fundamental advancement for ads.”

My Ad Center will be available globally and is limited to just Google’s properties, meaning it won’t impact ads on other websites.

Zoom out: In January, Google announced that it was getting rid of FLoC and going with “topics” as a replacement for third-party cookies.—RB

        

TOGETHER WITH HULU AD MANAGER

Your brand on the big screen

Hulu Ad Manager

Reach your target audience when they’re most engaged—ears perked, popcorn in hand—with streaming TV advertising.

Streaming TV advertising combines the wide reach of TV with digital media’s targeted precision, and Hulu Ad Manager is Disney’s self-service advertising solution for businesses of all sizes.

Hulu has more than 115M ad-supported viewers, including cord-cutters and “cord-nevers” who reside outside the reach of linear TV. Target your streaming ads by location, demo, and even show genre.

Your ads will run alongside some of TV’s hottest entertainment, and you can bypass IOs when you’re ready to buy. Hulu’s self-service tool makes it easy to start, with a minimum spend of just $500. PS: You’ll never pay for an interrupted ad.

Ready to see what streaming can do for your small biz? Get started here.

MARKETING

Women outnumber men in CMO roles

an SNL gif SNL/NBC via Giphy

After a week of news about what women may lose, it’s nice to hear about gains being made. In this case: more representation in the C-suite.

According to this year’s CMO Tenure Study from Spencer Stuart, women CMOs outnumber men for the first time since the corporate headhunting firm started tracking gender. The study, which looked at Ad Age’s 2021 list of top 100 advertisers, found that women made up 51% of CMOs in 2021. (For comparison, it was around 23% in 2016.)

Zoom out: Its figures are in line with other studies on the topic. According to an ANA study of more than 800 companies conducted last year, women hold 55% of top marketing roles.

Go deeper: Representation may be growing as new people step into the CMO role.

  • According to Spencer Stuart’s study, 71% of first-time CMOs in 2021 were women. That’s up from 52% in 2020 and 31% in 2016.
  • Beyond that, 18% of the incoming CMOs in 2021 came from “underrepresented racial or ethnic groups,” up from 11% in 2020.

But it’s not all sunshine: Even with positive gains among the newest CMO class, the study found that racial and ethnic representation is still lagging overall. Just 15% of CMOs in 2021 were non-white, only a slight increase from 13% in 2020.

+1: Additionally, average CMO tenure was found to be “remarkably low” at 40 months, about half that of CEOs. High CMO turnover was a phenomenon before the pandemic, but high-profile exits over the last year, like Dunkin’s Rafael Acevedo or Netflix’s Bozoma Saint John, have kept it top of mind.—KH

        

WHAT ELSE IS BREWING

  • Disney+ added 7.9 million paid subscribers in the first quarter, up 33% year over year to 137.7 million.
  • TikTok is partnering with Foursquare to allow advertisers to attribute in-store visits to their campaigns.
  • Connecticut became the fifth state to enact a consumer privacy law.
  • Airbnb is rolling out several new features on its platform as part of what CEO Brian Chesky called “the biggest change to Airbnb in a decade.”

TOGETHER WITH HULU AD MANAGER

Hulu Ad Manager

Huge viz for your biz. Viewers engage waaay more with streaming ads because they’re already watching on-demand content they love. And getting your brand in front of the right eyes—and an audience of over 115M—begins with Hulu Ad Manager. Ready to run your messaging on a platform alongside TV’s hottest shows, with a minimum spend of just $500? Start here.

FRENCH PRESS

French press Francis Scialabba

There are a lot of bad marketing tips out there. These aren’t those.

Planner: Social media content planning in eight steps.

Nike vs. Adidas: The story of the six-decade battle between the two athletic apparel powerhouses.

#TaurusSzn: A top creator in Twitter’s astrology community shares insights on how brands can join the growing number of conversations on the topic.

JOB BOARD

Looking for a new marketing job? Submit your job openings to our new, free Marketing Brew Job Board to reach our community of 250K+ industry leading marketers.

Today’s featured openings:

See more jobs or post your job opportunities here.

MARKET RESEARCH

McKinsey recently published the results of its latest US Consumer Pulse survey, which it’s been running since the beginning of the pandemic.

The latest iteration, conducted earlier this year among more than 2,100 US adults, indicates that consumers are still spending in some categories despite inflation, but that their brand loyalty is shaky.

$$$: Inflation rose by about 8% in March, but consumers spent 18% more during that month this year than they did in March 2020, and 12% more than they were expected to based on the pre-pandemic trajectory.

Goods > services: People bought more goods in categories like sporting equipment, pet supplies, and cosmetics during February and March. Services industries like restaurants and travel, meanwhile, saw a drop in consumption volume.

Loyalty, loyalty, loyalty: More Americans said they switch brands in 2022 than any time since the beginning of the pandemic, according to McKinsey. Price and product availability both contribute to brand switching, McKinsey found, while brand purpose has become less of a buying factor than it was in 2020.

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*Note this event has limited capacity.

 

Written by Alyssa Meyers, Ryan Barwick, and Katie Hicks

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