The new rules of brand building, with Wieden+Kennedy CEO
For decades, Wieden+Kennedy has defined the brands that shape culture. Now, as economic uncertainty, AI, and shifting consumer expectations rewrite the rules of business, CEO Neal Arthur joins Rapid Response to break down why understanding your audience is no longer just the marketing team's job. Arthur shares what today's most successful brands are getting right and how leaders can better understand the culture that moves their customers. He also takes us behind the scenes of Nike's headline-making World Cup campaign, its emotional New York Knicks spot, and what’s at stake for the future of creativity in business.
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Advertising is everywhere. Wieden+Kennedy CEO Neal Arthur explains how it works
One thing that strikes me, in all these episodes of Decoder, is how little any of us really pay attention to the advertising industry, and how deeply connected it is to almost other every modern business. After all you can start a company and invent a great product, but you still need to market it: you need to tell people about it, and eventually convince them to buy it. And so you take out an add on a platform and, well, the platform companies we all depend on mostly run on ads. Google’s entire consumer business is ads. Meta’s entire business is ads. And when we talk to creators, they’re even more tied to ads: their distribution platforms like TikTok and YouTube are all ad-supported, and a huge portion of their revenue is ads.
This week I’m talking to Neal Arthur, the CEO of Weiden and Kennedy, one of the few independent major ad agencies in the world, and maybe the coolest one? It’s got a rep. Weiden is the agency that came up with Just Do It for Nike and Bud Light Legends for Bud Light. They’ve done campaigns for Coke, Miller, Microsoft, ESPN – you name it. Coming off our conversation last week with Katie Welch about building a brand from the ground up using influencer marketing and potentially never hiring an ad agency, I wanted to get a view from the other side: how does a big ad agency work? Where does their money come from? So many of the big agencies are merging into what are called holding companies – why is Wieden still independent?
Links:
Bud Light puts creative account up for review after years with Wieden+Kennedy
Mover Over Millennials -- Here Comes Gen Z
How Selena Gomez's Rare Beauty Goes Viral, With CMO Katie Welch
Mad Men (TV Series 2007-2015)
Transcript:
https://www.theverge.com/e/23081723
Credits:
Decoder is a production of The Verge, and part of the Vox Media Podcast Network.
Today’s episode was produced by Creighton DeSimone and Jackie McDermott. It was edited by Callie Wright. And researched by Liz Lian.
The Decoder music is by Breakmaster Cylinder. Our Sr Audio Director is Andrew Marino. Our Editorial Director is Brooke Minters. And our Executive Producer is Eleanor Donovan.
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