Welcome to First Things First, Adweek’s new daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.
Where’s the Joy in Marketing?
During his very Ted Talk-like presentation at Brandweek, Heineken CMO Jonnie Cahill explain that analytics-driven approaches are “the timely, smart, efficient, right thing to do,” but expressed frustration that marketers are missing something that makes marketing magical: joy.
Elsewhere at Brandweek: ABC Entertainment president Karey Burke explained that TV metrics aren’t keeping up with consumers’ rapidly changing viewing habits. Walgreens’ global CMO gave five mantras for the modern marketer.
The Latest From the Voice Channel
From Nicole Ortiz, senior editor: The Voice channel is where we publish opinion and advice pieces from industry leaders and executives. Our aim is to provide insights and opinions on recent news and trends from the people who help shape advertising, marketing, media and tech.
Here are the latest stories from Adweek’s Voice Channel:
- Where Apple TV+ and Disney+ Are Likely to Outperform One Another
- Millennial Designers Are Bypassing Agency Life for These 3 Major Reasons
- How Brands Can Master Memeing Without Coming Across as Cringey
Nielsen Splits Up
The media measurement company Nielsen will spin off its market research and analytics business from its global media measurement business. Nielsen Global Media will focus on providing measurement metrics, including television ratings, to media and advertising clients. Nielsen Global Connect, the spun-off portion, will offer consumer packaged goods manufacturers and retailers data and analytics about market share and performance.
Best of the Rest: Today’s Top News and Insights
- Report: CBS News Has Fired Staffer Believed to Have Had Access to the Leaked Amy Robach Tape
- DoubleVerify Buys Ad-Juster to Launch Sell-Side Offering
Ad of the Day: Don’t Get Between Mariah Carey and All She Wants for Christmas
In the Walkers potato chip spot, from London agency AMV BBDO, we see Carey performing her signature song, then defying her diva image by doling out generous gifts to the crew. But at the craft services table, a conflict is brewing.
Advice for Your 22-Year-Old Self
Estie Wassner, art director, Barker
1. Lean into your fears. When I decided on my BFA major and was undergoing a round of interviews. I had coffee with a professor and we discussed my recent change of heart. He pointed out that every fiber of my being was screaming, “advertising” and asked me why I didn’t just go for it. The world of advertising was intimidating and I was just afraid of failing at it. Identifying those very real fears liberated me from them.
2. Stop apologizing. This is a time in your life when a lot of people are going to have a lot of opinions, all of which they will bestow upon you, unsolicited. Take it or leave it. This is a time to play, to get your hands dirty in different projects, and to make mistakes. Know that it’s OK to have a POV, even at the bottom of the food chain, and stand by your decisions.
3. Don’t give up. There were a lot of times I could have given up. There were tasks I didn’t know how to tackle and there were projects I got turned down from. But I set my sights on finding a creative role that both suited my natural talents and paid for my big city dreams and never looked back.
4. Talk it out. A sixth grade math class made me rethink my math abilities. I remember wondering how the class could possibly understand what was going on, until I finally whispered my thoughts to the girl sitting next to me; she was just as lost as I was. Once we voiced our private fears, we were able to struggle together. Don’t be afraid to open up about a difficult situation because most of the time, everyone around you is struggling too.
5. Look out for mentors. Having a support team that inspires you and provides wisdom and insights can be a pivotal factor in your career. Mentorship, like any relationship, takes work! Look to build connections by staying in touch with industry professionals who you have chemistry with and want to learn from. I’ve found mentors by sitting next to someone at a panel and venting about our hysterically awful dating stories in New York. Mentors are people. You can find them anywhere and they can be anyone.