Harry and Meghan's Brand; Snoop Dogg's Foray Into Fast-Food: Tuesday's First Things First

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. Could Prince Harry and Meghan Markle Build the World’s Most Valuable Brand? Since she became the Duchess of Sussex, nearly everything Meghan Markle has touched has increased value exponentially—from the pair of skinny jeans she wore in Cardiff, Wales, to the Strathberry handbag that sold out in 11 minutes after she was seen carrying it. Since she and Prince Harry announced that they're "stepping back" from their roles as senior members of the royal family, many have been wondering how their brand will evolve. They've said that they plan to become financially independent from the crown, leading many to assume that monetizing their brand will become more than just an opportunity—it'll be a necessity. Read more: Before her royal days, Markle was already a successful influencer with over 3 million followers on Instagram before deleting her accounts in January 2018. Snoop Dogg Gets Behind the Counter for Beyond Meat and Dunkin’ At a Dunkin' in Los Angeles last week, Snoop Dogg donned an apron and visor to spend the day behind the counter in his latest stunt for Beyond Meat, the faux meat rising star that he's invested in as well as serving as a frequent brand spokesperson. This time, he stood in as "employee of the month," serving up Dunkin's new Beyond Sausage Sandwich to a very surprised clientele. Along with a hidden camera-style spot, Snoop presides over an online apparel shop (he made the merch selections) and a week-long “menu hack” called the Beyond D-O-Double G sandwich that consists of Beyond Sausage, egg and cheese served on a sliced glazed donut. Read more: The latest campaign comes as Dunkin’ is promoting its Beyond breakfast product, which it launched nationwide in November two months ahead of schedule. Google Kills the Cookie, Leaving Digital Media Companies Craving a New Way Forward Following the announcement that Google will be phasing out third party cookies on its popular web browser, Chrome, Adweek's Ronan Shields took a deep dive into what this means for digital media companies—is it the "cookie-pocalypse," or a new dawn for an industry that's struggled through a difficult transition to digital? Several industry executives weighed in on the announcement, expressing their disappointment with the decision, predicting a mass reevaluation of or doubling down on data strategy. For Mathieu Roche, CEO of ID5, the next two years will be characterized by “madness and transition” as the industry devises an entirely new infrastructure. Read more: “In the kingdom of the blind, the one-eyed man is king,” Roche said. YouTube Will Double Its Original Programming in 2020, Focusing on Documentaries Last May, YouTube made a major shift to its original programming strategy, putting all of its original shows free in front of its paywall and streaming them with advertising—a movie that was inspired by an Adweek cover story on Cobra Kai, YouTube chief business officer Robert Kyncl said last May. Less than a year later, the platform has plans to double its original output while continuing to offer both ad-supported (free) and ad-free (subscription) options. “We are really pleased with this new direction and for what it means for our fans and for our business,” YouTube global head of original content Susanne Daniels said at the Television Critics Association’s winter press tour in Pasadena, Calif. Read more: While YouTube Originals is moving forward with the third season of scripted series Cobra Kai, Liza On Demand and Kevin Hart: What The Fit, much of its upcoming programming is nonfiction. Best of the Rest: Today's Top News and Insights Even Apple TV+’s Biggest Stars Don’t Know How Their Shows Are Doing Consumer Demand for Better Packaging Might Just Save the Planet U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 Amazon is Reportedly Developing a Hand-Scanning Payment Option Phenomenon CCO Departs for Observatory Journal House Returns to Davos as WSJ Expands Experiential Marketing Doritos Super Bowl Teaser Stars Sam Elliott, Who Has His Horses in the Back Ad of the Day: A Sea Turtle Family’s Journey Highlights Habitat Destruction in Aardman’s Touching PSA In a new spot for Greenpeace U.K., a claymation sea turtle tells us, with tears in his eyes, about a trip his family recently took back home. The turtle has the telltale wide mouth and bug-ish eyes of Aardman Animations, most famous for creating the Wallace and Gromit stop-motion films. As the father turtle recounts the voyage, we see wee little turtle kids bickering in the car and a few detours, but eventually it becomes clear that something more sinister than the usual traveling woes was at bay. As the arrive at their home, they realize—too late—that their part of the ocean floor has been slated for destruction, and as the machinery comes through, their youngest doesn't escape in time. Six of seven sea turtle species is facing extinction as a result of this kind of industry, Greenpeace tells us. For the PSA, Greenpeace recruited the voice talents of Academy Award-winning actors Olivia Colman and Dame Helen Mirren, Game of Thrones’ Bella Ramsey, Stranger Things’ David Harbour, Downton Abbey’s Jim Carter, and comedian Ahir Shah. [kickout id="1"] How Agencies Handle Burnout "The cure to 'burnout' isn't merely fixing the temporary overwhelmedness and exhaustion caused. We need to dig deeper and focus on long-term personal growth and strength to be able to manage and cope with what life throws at us. Mindset growth, not spa days. Okay, maybe one spa day." —Lauren Pica, head of marketing for North America, Outbrain "I would advise anyone who oversees work/life programs to be sure to 'walk the building.' Get to know the people at the agency. Ask about their interests, their lives and get their input. Remember, the programs you create or bring in are not for yourself, but rather the people of the agency. Cast a wide net, keeping it inclusive and staying mindful of the offerings. Lastly, there is a lot of tension in the world at the moment. Everyone copes differently with national and local events. Be sensitive to what’s happening and offer programming or resources for employees and their families during difficult times." —Tom Anderson, director of employee engagement, Doner "I think there's an overwhelming sense that the best way to reduce burnout is perks (flexible hours, etc.) and while that helps, we believe that the best way to not burn out is by being mission-focused and seeing the impact of your work. More leadership teams should focus on making sure that there's a clear north star mission that the whole company is inspired by and can impact with their work every day." —Eytan Bensoussan, co-founder and CEO, NorthOne More of the Latest: The Company Behind MSG Urges Merriam-Webster to Drop ‘Chinese Restaurant Syndrome’ Why Shaquille O’Neal Stands Tall as One of Basketball’s Biggest Brand Ambassadors Reebok Shows the Softer Side of Bad Boy UFC Fighter Conor McGregor Hillary Clinton Says There Was ‘Nothing Off-Limits’ in Upcoming Hulu Docuseries Freeform Is Using Events to Drive Viewership While Streaming ‘Everything’

First Things First

Harry and Meghan's Brand; Snoop Dogg's Foray Into Fast-Food: Tuesday's First Things First

Plus, digital media companies seek a new path after Google kills cookies

Kathryn Lundstrom

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Kathryn Lundstrom