S T U D I O 1 2 : Demystifying Gen Z

Demystifying Gen Z

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First Things First

November 19, 2019

By Jameson Fleming and Kimeko McCoy

Presented by

Introducing the Demystifying Gen Z Series

How well do you know Gen Z? What platforms do they use? Do they like the retail experience? The upcoming generation is on track to be the most diverse, best-educated and a higher-earning generation than their predecessors. But what does that mean for marketers? Adweek brought in 18 Gen Zers for a new series called Demystifying Gen Z, and asked marketers' most pressing questions to the post-millennial generation.

Watch it: Picking the brains of Gen Z.

Could Knoxville Be the Next Boulder of the Agency World?

Previously, we took a look at why so much agency talent was fleeing New York, Los Angeles and Chicago for smaller hubs like Austin, Texas, Omaha, Neb., and Knoxville, Tenn. Creatives explained all the appeals of Knoxville, specifically: smaller market with a vibrant downtown and creative scene. It has a pipeline of great talent coming out of the University of Tennessee, and it's an outdoor paradise.

Inside the Streaming Services' Scheduling Struggles

To binge drop or not to binge drop, that is the question. As the streaming wars escalate, the various streaming services face a critical content question: release a season all at once or in the traditional weekly installments. In this week's issue of the magazine, streaming editor Kelsey Sutton looked all the major players and their strategies. For instance, CBS found there isn't much a difference in viewer habits for either strategy, but dropping shows weekly makes it easier to market the show for a longer period of time.

Here's How Walmart's Self-Service Ad Platform Stacks Up Against Amazon's

Amazon is big and looking to take over the world. But Walmart isn't quite ready to bend the knee. The retailer is developing a self-service ad platform and API in a move straight out of Amazon's playbook. Agencies say it should be good for the industry as a whole as it gives them—and their brand clients—more control over ad spend and helps Walmart better compete with Amazon and monetize its properties.

Best of the Rest: Today's Top News and Insights

South Dakota Baffles Rest of America With New Drug Slogan, 'Meth. We're On It'

South Dakota has had some, ugh, interesting marketing campaigns. Let's travel back to 2015 for this dandy: South Dakota's official ad campaign asks: 'Why Die on Mars When You Can Live Here?'

Next up? An anti-drug campaign featuring the slogan "Meth. We're On It." *Facepalm*

Promoted Content by Cognizant Interactive

The 3 Imperatives of Transforming Your Business for the Experience Economy

Marketers, are You Cultivating the Skills You Need to Advance?

Take the next step in your career with the Institute for Brand Marketing™, a complimentary program designed in partnership with IBM Watson Advertising and Adweek. Get started with Course 1: Advanced Marketing Technologies, and look out for Course 2: Monetizable Engagement, available December 2019. Learn more.

What new skills do employees need that they didn't need a couple years ago?

Kiko Martinez, senior planner, Grey Group

Reactiveness. Not just to trends, but the digital landscape. It changes quicker than we can keep track of, and even digital marketers struggle to stay effective. Ask any digital [insert title here] about TikTok and its approach to advertising, and not many will give you the right answer. Ask them about the ever-evolving retail game with eComm and shopper, and they will give you the right answer... for 2019 Q1 (but not FY19Q4).

Am I saying I know the right answer? No. I'm also chasing the bus... but the important thing is to know that you need to chase it [and not think that you have arrived].

Bruce Drinkwater, CEO, StormBrands

Approach every situation as a learning opportunity. We're lucky to have many inspirational leaders in our team; find someone who inspires you and learn from them. Read as much as you can, be present, be interested, and take the time to review any strategic work your agency produces—strategic thinking can be learned. The quicker you get to a place where you can offer insight in a meeting or workshop, the quicker you'll find opportunities on the table.

Vanessa Zucker, senior communications marketing manager, Firewood

Employees in advertising are being asked to deliver many more relevant messages in multiple formats using technology that didn't exist three years ago. In the past, you would have much more siloed worlds in a marketing org, and now there's much more consolidation to focus on more integrated messaging. This means employees need to be familiar with new technology while being ever-more focused on how their part plays into the bigger marketing picture.