CBS’s New Look; Leave that Cucumber Alone: Friday's First Things First

Welcome to First Things First, Adweek’s 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. CBS Sets First-Ever Companywide Brand Refresh to ‘Become Relevant to Today’ For the first time in its 91 years, CBS is introducing a companywide update to its brand identity, which aims to step into the multiplatform present and reach younger viewers while also honoring the brand’s storied history. That history includes reviving the classic “This is CBS” voiceover slogan in the form of a five-note mnemonic melody and animation. Under president and CMO Mike Benson, all of the brands across CBS will be united under a single logo and typeface to bring consistency to the different segments including entertainment, news and sports. A full reimagination: The new design is part of a larger effort to define and reflect “the heart of the brand and what that means to us.” Pornhub’s Ad Implores You to Stop Using Household Objects as Sex Toys It’s a lonely time, but it's time to put down the electric toothbrush and get a tool more suited to the job. That’s the messaging in a new ad for Pornhub toys, which features frequently violated household objects from a coconut to a cucumber to a shower head sadly singing of their masturbatory plight to the tune of Bloodhound Gang’s 1999 banger “The Bad Touch.” Enjoy: The creatives at BETC Paris dove into the nether regions of the internet to find out all of the distressing items that have been used as sex toys. Did The Martin Agency Just Tell Us About 7 New Biz Wins? A major heads up for the recently unemployed: The Martin Agency has 45 open positions, with more expected to go up in the next few days. It also has seven new clients, but it isn’t sharing who they are yet. Instead, the agency is asking Twitter followers to participate in a guessing game to reveal their identities. Winners are up for prizes including a one-on-one portfolio review, a chat with CEO Kristen Cavallo, a guaranteed interview and some sweet swag. Read all about it at AgencySpy. Also in agency news: BBDO veteran Michael Aimette has taken on the co-chief creative officer role at FCB New York.Indian IT consulting giant Infosys is acquiring digital services and consulting agency Blue Acorn iCi. Insurance marketplace Covered California has named San Francisco independent agency Duncan Channon its creative and media agency of record. Please consider supporting our journalism with an Adweek Pro Subscription and gain full access to all of Adweek's essential coverage and resources. Opinion | The Interruption Heard ‘Round the World Is All Too Familiar: ‘I’m Speaking’ In the face of interruptions by Vice President Mike Pence during Wednesday night’s vice presidential debate, Sen. Kamala Harris stood her ground and firmly repeated “I’m speaking.” Leah Pilcer-Pitman of New Belgium Brewing wrote a Voice piece explaining the value Harris’ steadfastness provided to women marketers who often have to deal with similar interruptions on a daily basis and face other gendered hindrances in the workplace. The time is now: “Female marketers have more incentive than ever to start stepping up, raising a hand and bringing ideas to the forefront." More of Today’s Top News & Highlights 2020 Has Been a Wild Ride, but Advertisers are Coming to Grips With ItAirlines, Hotels, Workspaces Get Creative in Effort to Buoy Business TravelJean-Paul Colaco Named WarnerMedia Ad Sales Chief After 15-Month SearchSourcepoint Buys RedBud as Ad Tech M&A Activity Heats UpCarnival Has ‘Every Reason’ to Be Back in the U.S. by End of Year, Says CEOHow the Boost in Home Improvement Might Benefit the Packaged-Food IndustryKroger Is the Latest Entrant in the Rapidly Growing Ghost Kitchen Segment Why Cole Haan Partnered With Slack to Make a Pandemic-Era Shoe After dress shoes became significantly less relevant in the WFH era, Cole Haan diversified to add casual and athletic shoes to its mix. And since we’re all so reliant on Slack these days, it made sense to celebrate its pandemic-era kicks by dressing them up just like every professional’s favorite coworking app. The limited-edition Cole Haan x Slack Collection is going for a mere $120 a pop. More of the Latest: Sour Patch Kids Defied Skeptics, Successfully Opening a Physical Shop in a PandemicMealtime Is ‘Less Wasteful, More Graceful’ in Ikea’s Elegant Ode to Kitchen ChoreographyHow Brands Can Prepare for Apple iOS 14First Virtual Afropunk Brings in Brands for Weekend of Entertainment and ActivismInside Native Deodorant’s First Ad Campaign, Which Celebrates Saying ‘No’ to the Bad StuffHow The Trade Desk’s Crystal Eastman Fosters Curiosity and ‘Joyful Experimentation’

First Things First

CBS’s New Look; Leave that Cucumber Alone: Friday's First Things First

Plus, The Martin Agency plays some games

Jess Zafarris

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Jess Zafarris