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Wednesday, December 1, 2021

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Wednesday’s First Things First – Adweek

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 These ‘Second-Best’ Brands Capitalized On Chance the Rapper’s SNL Shoutout

Whether it be a lunchroom table meme or an SNL skit, if you call the brands, they will come. In case you missed it, Chance the Rapper shared his “second-best” favorite brands on SNL over the weekend, and brands like Pepsi took to Twitter to respond. While the interaction is playful, there’s a lot to be learned in terms of real-time marketing opportunities. Here’s the long story short according to writer Stephen Spiewak, “If a brand can’t strike when the proverbial iron is hot, it’s probably best not to strike at all.”

Read more: What brands can learn from Chance the Rapper’s SNL shoutout.

Caught in Brexit Limbo, U.K. Ad Industry Prepares for an Uncertain Future

Senior reporter Diana Pearl spent a month reporting from London—and one of the biggest themes from her time in the United Kingdom is that the country’s ad industry is struggling to deal with Brexit-induced turmoil. Agencies have a number of concerns, from attracting talent to their clients—industries that rely on easily moving goods in and out of the country could suffer under Brexit, leaving agencies who service those clients wondering if marketing budgets will be slashed.

Read more: Pearl’s digital feature explores the steps agencies are taking to Brexit-proof their businesses.

Everything You Need to Know About California’s Consumer Privacy Bill

It’s no secret that marketers are worried about CCPA. One recent study found 87% consumers would opt out of ad targeting under CCPA’s terms. There’s a lot at stake, as violations will run companies four figures for each infraction.

Read more: Our explainer breaks down the bill in a number of ways, including:

  • What does CCPA mean for consumers?
  • What does CCPA mean for agencies and brands?
  • What does CCPA mean for platforms and publishers?
  • What does CCPA mean for ad tech?

Boeing Takes Out Full-Page Ads Before CEO Testifies

Boeing likely spent over half a million dollars on full-page ads in various newspapers like The New York Times and Wall Street Journal, expressing sympathy for the lives lost because of Boeing 737 Max 8 planes that crashed and killed hundreds of people. What’s missing from those ads? An apology. Although there might be a good reason for that: “An apology is legally admissible in court as negligence,” said Eric Denzenhall, a crisis communications expert.

Read more: Travel marketing reporter Ryan Barwick spoke to a couple crisis communications experts about Boeing’s ad and highlighted the most important parts of CEO Dennis Muilenburg’s testimony on Tuesday.

Just Briefly: The Rest of Today’s Top News and Insights

Ad of the Day: Here’s How You Write Ads for a Book About Writing Ads

Advertising books are usually written by people with long careers behind them (or at least a consulting business to promote). But freelance copywriter Thomas Kemeny is still grinding out his career, so he took a different approach to promoting his book.

Charmingly self-deprecating, Kemeny’s ads for entry-level copywriting guide Junior highlight that writing never gets easy, even when you’re writing books about it.

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