Hollywood Went on Strike. But at Agencies, the Show Must Go On—and Evolve

How TV marketing changed amid the entertainment work stoppages

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The world of TV marketing is going through some striking changes.

For years, advertisers have had celebrity talent as a backup plan for TV marketing campaigns, with press tours and public appearances being the secret sauce for successful rollouts. However, the Writers Guild of America and SAG-AFTRA strikes over the summer brought much of the entertainment industry and its marketing production schedules to a halt, also taking away that secret ingredient since actors and writers weren’t allowed to promote their work.



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This story first appeared in the Oct. 10, 2023, issue of Adweek magazine. Click here to subscribe.