Remembering Gert Boyle; Latest Insights From Brandweek: Wednesday’s First Things First

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Welcome to First Things First, Adweek’s new daily resource for marketers. We’ll be publishing the content to First Things First on each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.

Remembering Gert Boyle, the ‘Tough Mother’ of Columbia Sportswear

Over the weekend, Columbia Sportswear lost its pioneering maverick of a mother, the tough and sharp-witted chairwoman Gert Boyle. She was 95. Boyle helped Columbia Sportswear in two major ways: She helped bring it back from the brink of bankruptcy, and she starred in many brand campaigns as the “tough mother.” One famous line from Boyle goes, “I’ve got hot flashes to keep me warm. You’ll need something that zips.” 

Read more: Boyle was a branding legend. The only thing that could match her humor was her business acumen.

Brandweek: The Latest Key Takeaways From the Conference

Over half of Adweek’s newsroom has relocated to Palm Springs, Calif. for Brandweek this week, and they’ve been cranking away at highlighting the key insights from talks with top marketers, including Target CMO Rick Gomez, Burger King CMO Fernando Machado and Gap CMO Alegra O’Hare.

Here’s a rundown of some of the most interesting takeaways so far:

5 Ways Influencers Keep Millennials and Gen Z Engaged

According to a recent study from Morning Consult, influencers have a firm grip on Gen Z, and to a lesser extent, millennials. 88% of those two groups learn about new products through social media and more than half of Gen Zers (52%) and exactly half of millennials believe reviews by influencers on social media—yes, even if their product or brand promotion is a paid advertisement.

Read more: We broke down the key findings from the report, including how microinfluencers are gaining popularity.

Best of the Rest: Today’s Top News and Insights

Advice for Your 22-Year-Old Self

Alan Dunton, managing director SF, Shift Communications

1. Talk less, listen more; but don’t hold back from sharing your opinion when it matters most.
2. Pick the brains of as many senior leaders who will let you.
3. Don’t assume everyone comes from a similar background that you do.
4. That third tequila shot is unnecessary.
5. Strap in, it’s going to be a wild ride—but you’re going to love it.

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