Survey Says: 'Meh' to Trump's Brand; Super Bowl Advertisers’ Biggest Challenge: Thursday’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. Many Americans Are Disinterested in Trump’s Post-Presidential Aspirations After today’s inauguration, Trump is gone and, it seems, on a road to being disregarded—at least in terms of interest in his brand. His term in office appears to be working against him, as 48% of Americans surveyed by Adweek and Morning Consult think his presidency has damaged the Trump brand. Most of those polled aren’t interested in financially supporting him in any way. The results scream “meh”: And unlike many former presidents, most people don’t even want to buy his book or watch a TV show about him. Updates from the Inauguration: Over at TVNewser, Adweek’s A.J. Katz kept up with TV news coverage of President Joe Biden’s inauguration. Newsers reminisced about the most memorable Inauguration Day moments from their careers, and shared their thoughts on Biden’s inaugural address—which earned high praise from Chris Wallace, Karl Rove and Norah O’Donnell. The Biggest Challenge for Super Bowl 2021 Advertisers: Tone Striking the right tonal balance is going to be harder than ever for advertisers aiming to capture audience hearts and minds during Super Bowl LV—so hard that some of the biggest brands who usually make appearances are sitting this one out. (However, some first timers are making appearances.) “If you’re very quiet and you close your eyes, you can actually hear the sounds of hand-wringing in every single edit bay across the country,” said Don Shelford, executive creative director at Swift. Do’s and Don’ts: We asked the experts how to navigate the many pitfalls advertisers may run into in a year of high emotion and cultural tension. Agencies Are Gaining More Clarity on How to Remain Valuable for Marketers Along with everything else, 2020 threw a major wrench in agency operations, with remote workers, clients pulling ad spend and campaigns shifting to stay relevant. Things haven’t stopped changing, but agencies have started to get into the swing of the constant pivots and have learned how to give marketers what they need in the moment. That means new models for acquiring talent and working with freelancers—not to mention working with smaller budgets. Learn how they’re pulling off these shifts and getting into a new groove. This Site Lists the Unofficial ‘Rules’ Black People Often Feel Obligated to Follow Black Americans have to learn a whole set of unofficial rules to ensure their safety and security—which is why a group of agency creatives have turned these guidelines into an online encyclopedia that aims to spur change. The Unwritten Rules encyclopedia clarifies how racism manifests in Black people’s daily lives. Find out who developed the encyclopedia and what inspired it. Ad of the Day: Adidas Just Used WhatsApp to Create the Most Star-Studded Ad of the Socially Distant Era This star-studded spot for Adidas’ “Predator Freak” boots follows an epic WhatsApp group chat set up by David Beckham to talk with his #Squad, which includes French women’s soccer player Wendie Renard, English women’s soccer star Toni Duggan, Manchester United player Paul Pogba, Real Madrid manager Zinedine Zidane and many more. More of the Latest: Oatly Deviously Sets Its Sights on Oat Milk’s Most Skeptical Demographic: Dads3 Important Search Trends to Look Out For in 20216 Months After Merger, Magnite Rebrands Its Ad StackHow Retailers Were Forced to Modify Their Playbooks for Handling CrisesCode and Theory Adds Kettle as Clients Pursue Digital TransformationVineet Mehra Is Leaving Walgreens Boots Alliance

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Survey Says: 'Meh' to Trump's Brand; Super Bowl Advertisers’ Biggest Challenge: Thursday’s First Things First

Plus, inauguration insights from TV newsers

Many Americans Are Disinterested in Trump’s Post-Presidential Aspirations

Jess Zafarris

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Many Americans Are Disinterested in Trump’s Post-Presidential Aspirations

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Jess Zafarris