Secret

It Sounds Obvious, but to Be Trusted, Brands Must Be Honest

After the nastiest, most mean-spirited presidential campaign in modern history resulted in a new presidency that will be markedly different from the last eight years, many questions remain about whether the divided country can overcome its deep lack of trust in our government, the media, and many institutions.

Two Women Prep for a Pitch (and Some Casual Sexism) in Secret’s Newest ‘Stress Test’

It's a new year! And Secret's "Stress Test" is back, this time with a scenario that's all too familiar for agencies, marketers and entrepreneurs. Two ads, directed by Gia Coppola at The Directors Bureau, feature Ash and Emma, whom we meet as they step into an elevator, preparing for a pitch. This plays out in a rapid-fire Q&A, laced with tension, determination and a clear expectation of some sexist pushback:

Ad of the Day: Secret’s Latest Stress Test Has a Transgender Woman in a Pinch Women Know Well

Becoming a woman is hard. There's that whole awkward adolescence, then the long canyon of negotiating space—with men, in careers, with other women. It takes a while to know who you are, to figure out whether you like high heels or not, hair long or short, red lipstick or something less aggressive. 

Ad of the Day: Secret Took Viewers by Surprise With This Ad on ‘The Bachelorette’

The Bachelorette is a show with notoriously pretzel-like gender dynamics.

P&G’s Secret Takes on Young Women’s Stresses, Beginning With the Wage Gap

Procter & Gamble's Secret deodorant is launching an interesting campaign from Wieden + Kennedy that looks at larger, generational reasons why young women sweat—often because of political, gender-based struggles—and not just their more random individual reasons. The new brand campaign, themed "Stress Tested for Women," begins with the 60-second spot below, titled "Raise." The plot is simple: A young professional woman is psyching herself up in the bathroom at work to ask her boss for more money.

Why One of Advertising’s Iconic Creative Leaders Believes the Agency Model Will Survive

When FCB announced last June that it was hiring Susan Credle as global chief creative officer, it marked the end of an era for Leo Burnett as well as a refresh of sorts for the IPG network.

Whisper Hits 20 Million Monthly Users, Doubling Its Audience in 6 Months

Whisper now has 20 million monthly users, which is twice as many as the anonymity-based messaging app claimed in May. What's changed since that last batch of user data?

Coke Tests Whisper’s Advertising Potential in the Most Perfect Way

Anonymous sites and apps have had their share of publicity problems in recent months, but should brands give up on them altogether? Coca-Cola doesn't seem to think so, based on the fact it just ran its first ad on the popular app Whisper.

When It Comes to Naming Your Startup, Simple Is Better

Ever hear of Doostang? Probably not. The careers site, born during the Web 2.0 era, ended up as a poster child for oddly named digital companies.

Fraternity Brothers Fight Over Ownership of Fast-Growing Mobile App

A story of "betrayal" and "greed"—it's a story as old as apps themselves. And now a fraternity brother is claiming he was robbed of his stake in Yik Yak, a fast-growing app where college kids post anonymously.