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Good Monday afternoon. I have a very fun top-of-week activity for you. Might I suggest you take our Marketing Brew reader survey? It only takes a second or sixty, and we made it just for you.
In today’s edition:
 Agencies prioritize diversity
  Facebook’s CMO exits
 Publicis retains Kraft
— Phoebe Bain
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Francis Scialabba
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600 & Rising, the nonprofit aimed at promoting ad agency diversity, was founded back in June. The org kicked off an industry-wide conversation around race—and in recent weeks we've seen some of the tangible results of those discussions.
Some no-background: 600 & Rising’s most significant accomplishment to date was calling for every major ad agency to release diversity data and #CommitToChange. Many of them did, from Publicis to Wieden+Kennedy and R/GA. The results...
And now, we're seeing some agencies honor their promises to act.
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The Martin Agency in Virginia named Danny Robinson its first Black Chief Creative Officer.
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Dentsu Aegis appointed Christena Pyle of Time’s Up its first chief equity officer of the Americas.
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Havas appointed its first North America Diversity, Equity, and Inclusion Advisory Committee as part of its #CommitToChange plan.
+1: These are only a few of the most recent diversity and inclusion efforts from agencies, which include promotions, new hires, and the creation of new task forces and committees.
Stepping down, rising up
ICYMI: In early August, 600 & Rising President Nathan Young stepped down from the nonprofit after controversial tweets about Adcolor, another pro-diversity marketing org.
- For 600 & Rising, August really did sip away like a bottle of wine—the nonprofit took 30 days after Young’s departure to step back and reevaluate its leadership structure.
As the organization that made so much change so fast took a breather, like-minded organizations stepped up.
For instance: Agency leaders from Media Frenzy Global and Obviouslee Marketing recently launched a pledge called Act in Solidarity, a 30-60-90 day plan challenging all agency leaders to make good on those promises from June and do more.
Zoom out: Although there's still a lot of work to be done, agencies that committed to change are thus far making an effort to walk the talk.
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Facebook CMO Antonio Lucio is parting ways with the social network after almost two years at the company—and after civil rights leaders referred to advertising on the platform as “Hate For Profit.”
- In a recent Facebook post, Lucio wrote, “I have decided to dedicate 100% of my time to diversity, inclusion and equity.”
- He hopes that his departure will make Facebook’s C-suite more diverse.
On the other hand…
- During the Facebook boycotts, many were quick to bash Zuckerberg’s character. Lucio wasn’t among them.
- Per Forbes, Lucio wrote that he’s “grateful to Mark for his curiosity, support and commitment […] I believe in Facebook’s mission, and COVID demonstrated the platforms at their best.”
My takeaway: Lucio has hinted at taking on more of an industry advisory role than a corporate one for his next venture. After serving as CMO of one of 2020’s highest-profile dumpster fires, I’m ready for his first thinkpiece.
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Trying to measure the ROI of your brand marketing is notoriously difficult.
But if you can’t prove your brand marketing’s ROI, then good luck getting your CFO to sign off on your campaign featuring sentient stuffed animals dancing to industrial techno (or whatever).
Attest is here to help. They work with brands like Discovery, Walgreens, Microsoft, and Gymshark and approach brand building in an entirely new way—with a performance mindset. Attest can easily teach you how to demonstrate the ROI of your brand activity and expose the impact of creative marketing.
Their comprehensive guide explains how you can do all this work in-house using their streamlined brand KPI tracker. Download the guide for free.
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Publicis Groupe, Kraft Heinz’s U.S. agency of record, just won the company’s global media review to retain its spot.
- Publicis won out against two other major holding companies, WPP’s GroupM and Omnicom Media Group.
- Kraft Heinz began its review in March, just as 2020 started to look like the movie 2012.
- Kraft and Publicis’s Starcom agency have worked together for 20 years.
How Publicis got it done: One word, one number—Publicis 57.
- It’s not Publicis’s office kitchen ketchup, but Starcom’s custom unit set up specifically to service Kraft Heinz.
- Publicis Media Americas CEO Tim Jones said in a memo that Publicis 57 “harnesses Starcom’s strategic human insights, the media power of PMX, the end-to-end identity solution of Epsilon PeopleCloud and the Groupe’s advanced commerce capabilities,” per Adweek.
Why it matters: Kraft Heinz is the 64th largest advertiser in the country—its 2019 U.S. marketing spend was a whopping $782 million, per Ad Age.
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Nike honored Kobe Bryant in a new ad on his birthday.
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TikTok confirmed that it will take legal action against President Trump over his proposed ban.
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CVS rolled out a new in-house digital advertising network designed for CPG suppliers.
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Facebook outlined a new machine learning process to improve its community standards enforcement.
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Extreme Reach’s new study found that CTV video impressions rose by 40% in Q2.
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Francis Scialabba
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Marketing tips to make you fancy
CMOs: Morning Brew CEO Alex Lieberman is interviewing HubSpot’s CMO this week. To watch their conversation, RSVP here.
Case studies: Sleeknote analyzed one billion+ popup ads to figure out which ones performed best.
Comfort zones: If you have an old-school client that you think would be perfect for OTT or TikTok, here’s how to expand their comfort zone.
Pitches: I found a how-to guide for knocking pandemic-era agency pitches out of the park.
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Written by
@notnotphoebe
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