JOBS

From WeWork to finding marketers work

In November 2019, WeWork laid off thousands of employees as the business that would eventually spawn a juicy documentary crumbled. 

Lia Zneimer, who served as WeWork's head of social media, wasn't let go. But as she watched her former colleagues—many of whom were women who’d held marketing positions at the company—look for work, she wanted to help; she felt they were “scrappy, resilient, talented people who honestly could turn hay into gold.” 

Why it matters: That's how The MarketHer, a newsletter and website that curates marketing jobs for women, was born.

• Through The MarketHer, Zneimer wanted to make it easier for her former colleagues to find opportunities, and start a side hustle that would allow her to flex skills outside social media. 
• Since then, the newsletter has expanded outside the WeWork bubble—now, anyone who works in the marketing or creative industries can subscribe to the newsletter or submit a job opening.
• According to Zneimer, she hasn't monetized The MarketHer or its website yet, though she told Marketing Brew she’s working on some possible revenue stream opportunities. 

+1: “It really started from a place of wanting to do good and give back in some way. And so it's just me. It's a time-consuming process at the moment, all done by hand,” Zneimer explained.

A job-hunting bird’s eye view

Since its founding, The MarketHer has evolved into a community where Zneimer and her peers find the best women for the jobs available—from introducing job seekers to employers, to highlighting women via The MarketHer’s website. 

Much of her role involves chatting with her network to find open marketing positions, meaning Zneimer has seen what jobs were popular pre-pandemic, what types of positions took a hit, and which ones are coming back...or being invented as we speak. 

Marketing Brew sat down with Zneimer to learn more about hiring trends she’s seen during the pandemic and how remote work has impacted marketing opportunities. 

Click here for her insights. — PB

CAMPAIGNS

Marketing milk

There’s nothing like a good sweat...and a glass of milk. At least that’s what the dairy industry wants us to believe.

The Milk Processor Education Program, aka MilkPEP, is an org dedicated to convincing people to drink more cow’s milk, not the kind made from almonds, oats, or peas. And it’s come out with a new campaign that positions milk as a Gatorade replacement of sorts. 

• In a two-minute ad, pro climber Kai Lightner swigs some milk before scaling a 30-story building.
• The push features MilkPEP’s iconic “Got milk?” tagline. But it’s also trying to make a new tagline, “You’re Gonna Need Milk for That,” happen.
• It’s not the first time MilkPEP has leaned on athletes to frame milk as a sports drink. Remember when Olympian Katie Ledecky swam with a glass of chocolate milk on her head?

Dairy milk experienced a pandemic boost. But its future isn’t rosy. Last year, the US Department of Agriculture’s Economic Research Service said weekly average household purchases of cow’s milk declined 12% between 2013 and 2017. In 2019, Dean Foods cited “continuing declines in consumer milk consumption” in its Chapter 11 bankruptcy announcement. 

Zoom out: As plant-based milk brands grow—and one prepares to go public—dairy milk is struggling to stay relevant. Especially when you consider its impact on the environment; according to a 2018 study from the University of Oxford, producing dairy milk creates nearly three times more greenhouse gas emissions than any plant-based milk. — MS

SPONSORED BY #PAID

The Influencer Search Sucks

After learning about our friends at #paid, we realized it’s time for some #realtalk.

For too long, the process of finding the right influencer for your campaign or brand has been endless, mindless, soul-crushing scrolling. And then, once you find “the one,” they don’t even move the needle.

Well #paid is putting an end to all that. They’re the first matchmaking tool for brands and creators. With #paid, the process is three incredibly simple steps:

• Build your campaign
• Pick from 10 creators
• Hit the launch button and bask in success

#paid is basically the dating service for brands and influencers. Instead of dinner and overpriced drinks, you’ll get ROI and a partner your audience trusts.

Sign up for #paid today and get $550 of free creative assets.

TV

'Stop funding lies and hate'

Progressive groups have entered the upfronts chat with a stern message for advertisers: Don’t buy inventory on Fox News. 

In a letter organized by the group Media Matters for America and signed by more than 40 progressive groups including GLAAD, the Black Lives Matter Global Network Foundation, and the Center for Media and Democracy, the ask is simple: “Stop funding lies and hate; don’t buy ads on Fox News.”

• The letter describes Fox News as a “uniquely destructive force,” one whose “increasingly volatile programming leaves the channel mired in perpetual controversy.”  

It comes nearly a week after Fox News’ upfronts pitch, during which its Executive VP of Ad Sales, Jeff Collins, said the network will create “a more positive environment for our advertisers” with more “uplifting content,” per Ad Age—even if its most watched show is Tucker Carlson screaming at a camera. 

“The advertisers that choose to recommit to Fox News will end up being the ones to pay the reputational price for Fox’s lies and extremism,” said Media Matters President Angelo Carusone to The Wrap. — RB

WHAT ELSE IS BREWING

• The Association of National Advertisers says ROI > CPM, CPC, and unique reach.
• Drake is investing in plant-based chicken brand Daring Foods.
• Mr. Peanut gets a modern tweak before Kraft Heinz sells Planters to Hormel Foods.
• Lowe’s sees home improvement boom...continue to boom, passing sales expectations in Q1.
• Target said investments in its own exclusive brands and services like curbside pickup helped lift Q1 sales 23%.
• Dunkin’ collaborated with DTC paint brand Backdrop for cans of the donut chain’s iconic hues. Our only question: When is it Wawa's turn?

SPONSORED BY UNIVISION

Your brand needs to be bilingual. If you’re not considering the Hispanic community in your brand messaging across platforms and in Spanish, you’re missing out on up to a 20% higher sales lift. Univision can help you reach this powerful segment of the American mainstream, grow your business, and improve your marketing ROI across the board. Learn more about Univision right here.

FRENCH PRESS

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

Cookies: The cookie-pocalypse is coming. Here are six types of post-cookie data that’ll still be around after 2022.

LinkedIn: Whether you call it hustle porn or strategic content, it’s all over LinkedIn. Here’s how to be an influencer on the platform.

Tips: Get startup culture without the snack cabinet. From shredding bureaucracy to soft skills, here’s what bigger companies can learn from startups.

756 million pros: Yep, that’s how many of the biz world’s finest are on LinkedIn. And here’s your chance to get your marketing message to them in the place where business is done. Learn how here.*

CHECK THE RHYME

They say (marketing) inspiration can come from anywhere. Marcus Collins gets it from hip hop music.

Collins, head of planning at Wieden+Kennedy New York and marketing professor at the University of Michigan, breaks down lyrics from the likes of Jay-Z, Snoop Dogg, and others, finding marketing insights that don’t come from drab conferences or panels.

He’s sharing some of those lessons with Marketing Brew. Read on to see the first. 

“This ain’t a wave or a phase, ’cause all that s#!% fades

This lifestyle’s forever when you made” — Pusha T

I love this lyric because it’s rich with marketing implications—particularly with regard to brand conviction.

In a world where brands feel pressured to be purpose-driven, socially conscious, or “woke,” marketing managers struggle to identify what to stand for or when to take a stand. Brand conviction—the belief or ideology of the brand—not only provides marketers with a platform and playbook to navigate these decisions, but it also empowers brands to operate beyond the confines of their category.

The insight: From his introduction into the hip hop limelight (as a member of the rap duo Clipse) to his solo releases and partnerships with Kanye West, Pusha T has been authentically consistent over his 20-year career. Instead of chasing trends, Pusha stayed true to his convictions, even when it was inconvenient or unpopular. That’s powerful for marketers to consider. It’s the conviction that informs what we stand for and helps us establish meaningful consumer relationships that propel business longevity.

ICYMI

Catch up on a few Marketing Brew stories you might have missed.

• Reddit’s rolling out an in-house agency for advertisers
• Why your remote is the new shopping cart
• What marketers expect from the 2021 upfronts