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

Plus, the brands that millennials and Gen Zers love most

Martin Luther King Jr.
Time revisited Martin Luther King Jr.'s "I Have a Dream" speech, more than 56 years later. Time
Headshot of Jess Zafarris

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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

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.

More of the Latest


@JessZafarris jessica.zafarris@adweek.com Jess Zafarris is an audience engagement editor at Adweek.
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