Time's Dream of Immersive History; ThirdLove Steps Up: Friday'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. How Time’s Immersive VR Experience Is Emblematic of Its Dream to Build a Modern Media Company Legacy publisher Time is launching an immersive museum exhibit called “The March,” a 10-minute virtual reality experience that transports you back to 1963 to hear part of King’s “I Have a Dream” speech. The project is just one example of how Time is evolving from a legacy publication wholly reliant on print advertising (and digital ads, sure) to a modern-day media company that invests in a wide array of potentially revenue-generating material, from events to Hollywood-quality, educational immersive experiences. The transformation comes under new owners, Salesforce founder and co-CEO Marc Benioff and his wife, Lynne, who hired Keith Grossman as president, who in turn invested heavily in the engineering team. The results so far are positive: Revenue is up 8.6% year over year. Read more: In today's digital cover story, learn how Time is inviting people to immerse themselves in the March on Washington—and what it means for the future of the media brand. ThirdLove to Open Stores in Select Markets and Add Creative Agencies For ThirdLove, now may be the best time to grow in light of difficulties at rival Victoria’s Secret. With that in mind, the intimates brand is pursuing every strategy, from opening stores in select markets to bringing on board creative agencies, to bolster its marketing and branding efforts. Just last year ThirdLove celebrated multiple million-dollar days, according to David Spector, co-founder and co-CEO. Although the brand hasn't had an agency of record, there is the likelihood it could hire one within the year, according to co-founder and co-CEO Heidi Zak. Read More: The brand plans to branch out into different forms of advertising, utilizing outside agencies in addition to internal creative. These Are the Brands Gen Z and Millennials Hold Near and Dear Hold onto your controllers (and maybe hug them, too): It appears that gaming has captured the hearts of Gen Z and millennials. According to a Brand Intimacy 2020 Report from New York-based agency MBLM that examines brands based on emotion, 18- to 34-year-olds in the U.S. are swooning over Xbox and PlayStation. The idea of brand intimacy is meant to gauge reactions to the state of the marketplace and to determine what the ideal agency could and should look like. Last May, Morning Consult also examined Gen Z's most beloved brands and found multiple gaming companies including PlayStation and Nintendo in the top 10, along with other behemoths Google, Netflix, Amazon and YouTube. Read more: Discover the 14 other brands that Gen Z and millennials are most infatuated with, according to the report. M.M.LaFleur Will Dress Any Woman Running for Office—Free of Charge This week, women’s workwear brand M.M.LaFleur extended its mission of providing “a more practical, inspired wardrobe” for professional women by helping women running for public office across the United States. In an Instagram post on Monday, M.M.LaFleur launched the new initiative: The brand will lend its clothes to women running for office across the U.S.—for free. Female candidates interested in taking advantage of M.M.LaFleur’s offer have to prove their candidacy and give the brand more information about their platform. By Thursday, 900 women had contacted the brand to capitalize on the offer. Read more: This isn't the first time M.M.LaFleur has dipped into politics. Best of the Rest: Today’s Top News and Insights NBC News’ Democratic Primary Debate Was Most-Watched Ever Morgan Stanley Acquires E-Broker ETrade in $13 Billion Deal Manhattan Mini Storage Selects Mcgarrybowen New York as Agency of Record Jason Wagenheim Becomes Bustle Digital Group’s First President ViacomCBS' Streaming Plans Include Bulking Up CBS All Access Anomaly Parts Ways With Eric Segal, Eliminates New York CCO Role 50 Million Sign-Ups Was the Easy Part for Target Circle Dentsu Media Products and Services Names Michael Epstein CEO What Are the Prospects of the IAB’s ‘Great Collab’? Ad of the Day: The Guardian Invites Pedestrians in Berlin to Break Glass for Free Magazines In a post-Brexit world, The Guardian has directed European readers to its international magazine in explosive fashion—by encouraging them to literally break glass—sugar glass, that is—to read a copy. [kickout id="1"] More of the Latest How to Elevate Black Culture Instead of Benefiting From It Brand Twitter Unmasked: Meet 45 of the People Behind Your Favorite Accounts After 8 Years of ‘2 Guys’ Ads, Sonic Moves in a New Direction With Mother LA Natural Deodorant Each & Every Launches Sustainable Trade-In A Crowd Gets Hooked on a Story Fit Only for Lifetime OTAs and Metasearch Dominate Google's Hotel-Related Keywords

First Things First

Time's Dream of Immersive History; ThirdLove Steps Up: Friday's First Things First

Plus, the brands that millennials and Gen Zers love most

Jess Zafarris

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Jess Zafarris