Super Bowl 57 was once again the world’s biggest stage for creativity in advertising—and it’s the one time each year where mass audiences actively seek out and celebrate brand messaging. But marketing is just as essential the other 364 days of the year, and brands face greater challenges than ever in reaching consumers between Big Games. In our Advertising Redefined package, we look at how the industry continues to evolve: from building Big Game buzz the rest of the year to the role of earned media in marketing strategy to how synthetic data is changing advertising. We hope these stories will provide the necessary inspiration to guide your advertising efforts for the rest of the year and beyond.

Super Bowl 57 was once again the world’s biggest stage for creativity in advertising—and it’s the one time each year where mass audiences actively seek out and celebrate brand messaging. But marketing is just as essential the other 364 days of the year, and brands face greater challenges than ever in reaching consumers between Big Games.

In our Advertising Redefined package, we look at how the industry continues to evolve: from building Big Game buzz the rest of the year to the role of earned media in marketing strategy to how synthetic data is changing advertising. We hope these stories will provide the necessary inspiration to guide your advertising efforts for the rest of the year and beyond.

Serena Williams exited professional tennis last September, following one final U.S. Open run, in a blaze of branding glory—with a pair of powerful ads from longtime partners Nike and Gatorade honoring and cementing her legacy as the sport’s GOAT. But while Williams has long been one of the industry’s most coveted spokespeople and brand partners—after all, she was Adweek’s 2018 Brand Visionary—the icon has redefined her own approach to advertising and partnerships now that she has stepped off the tennis court for good. (She doesn’t like the word “retired,” preferring instead to categorize this new stage as an “evolution.”) Williams sat down with Adweek to talk about her changing priorities when it comes to brand partnerships, the power of authenticity—and why her personal brand is still TBD as she charts the next phase of her evolution.

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Serena Williams exited professional tennis last September, following one final U.S. Open run, in a blaze of branding glory—with a pair of powerful ads from longtime partners Nike and Gatorade honoring and cementing her legacy as the sport’s GOAT. But while Williams has long been one of the industry’s most coveted spokespeople and brand partners—after all, she was Adweek’s 2018 Brand Visionary—the icon has redefined her own approach to advertising and partnerships now that she has stepped off the tennis court for good. (She doesn’t like the word “retired,” preferring instead to categorize this new stage as an “evolution.”) Williams sat down with Adweek to talk about her changing priorities when it comes to brand partnerships, the power of authenticity—and why her personal brand is still TBD as she charts the next phase of her evolution.

Click to Read
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