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Challenger Brands 2020 Is a Wrap!
Adweek’s second annual Challenger Brands summit in New York wrapped up after two jam-packed days of panels, breakout sessions and networking centered on today’s top issues in the world of marketing—all from the perspective of up-and-coming brands. Here are a few highlights from today:
- Shay Mitchell, known for her roles in Pretty Little Liars and You, discussed her travel company, Béis, and her work as an influencer. With more than 24 million followers on Instagram alone, Mitchell chooses brands that fit within her lifestyle like a recent partnership with Pampers. Read more: Unlike her personal strategy, Mitchell explains why doesn’t pay for sponsored social media posts to promote Béis products.
- Shefali Murdia, director of brand engagement at Glenlivet parent company Pernod Ricard, spoke about how the Scotch whisky brand came back after realizing it was losing ground to competitors. Read more: Glenlivet built up brand partnerships last year and made a splash with controversial pods of Scotch—which looked way too much like Tide Pods.
- Goop chief content officer Elise Loehnen, who appeared onstage with Adweek’s Diana Pearl, told the audience that the attention the brand gets from fans and critics alike has helped the brand find resonance with its millions of followers. Read more: “We’re very interesting to people,” said Loehnen, “and we’ve managed to sustain that, which is shocking to me, for a decade.”
- Ben Lerer, managing partner of Lerer Hippeau and CEO of Group Nine Media spoke onstage with Stephanie Paterik, executive editor of Adweek, about his initial decision to start investing in DTC brands and what DTC brands need to do to stand out in today’s world. Read more: As one of the earliest investors in Warby Parker back in 2011, Lerer Hippeau solidified itself as an important and guiding voice in the DTC industry.
Early TV Upfront Plans Upended by Coronavirus Concerns
Two March upfront presentations—a “Nowfront” from Comcast’s FreeWheel on March 12, and a Fox News Media event on March 24—were both scrapped this week due to coronavirus concerns. The other upfront events set for March are all still a go as of now. The show went on for CNN, however, which kicked off upfront season with its CNN Experience for buyers last night. Predictably, the coronavirus epidemic was a topic of conversation. And the other two big March upfront presentations—AMC Networks’ event on March 18 and A+E Networks’ gathering on March 25—are still scheduled to go forward, for now.
- Coronavirus Tracker: Starz and WarnerMedia backed out of SXSW, pulling media activations from all of its brands like CNN and HBO. The Dow Jones Industrial Average, Nasdaq Composite and S&P 500 all tumbled by over three percentage points at the close of Thursday’s trading sessions. All three of the major U.S. stock indexes lost the almost 4% gains they made the day prior. Read more: See all the latest updates.
Fiverr Opens a Store Where People Can Hire Female Freelancers
Yesterday, gig economy platform Fiverr launched its first Women’s History Month campaign with an online storefront that highlights women freelancers. Fiverr’s campaign also includes promoting female talent through a podcast sponsorship (Wonder Media Network’s Encyclopedia Womanica) and a March 18 panel discussion with diversity and inclusion consultant Yai Vargas alongside women from Shutterstock, Etsy, Roofheads and of course, Fiverr.