Brands in The Last Dance; Best Mother’s Day Spots: Monday’s First Things First

Plus, how MDC Partners is weathering the pandemic

jordan nike
Nike and the Jordan Brand received significant exposure on an episode of 'The Last Dance.' - Credit by ESPN
Headshot of Jameson Fleming

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Nike and Jordan Logos Appeared Over 100 Times in One Episode of The Last Dance

If you watched ESPN’s documentary, The Last Dance, last night, you were reminded of the shocking fact that Michael Jordan hit .200 in Double A baseball as a 31-year-old, and you saw Michael Jordan cry over how competitive he is. What you may not have noticed during this gripping documentary is the logo of brand after brand after brand. In fact, in the fifth episode of the series, Nike came out on top with the Nike swoosh appearing 80 times, which is worth a half million dollars in exposure, while the Jordan logo scored $283,000 in brand exposure.

Read more: According to GumGum Sports analysis, see what other brands gained visibility during the documentary.

From Facebook to KFC—11 Brands Honor Moms in Light of the Pandemic

First, I just want to say Happy Mother’s Day to all the moms reading this newsletter today. I hope you were able to find creative ways to celebrate yesterday with the people you love (and special shout-out to my wife—and mother of a toddler and a four-month-old baby—and my mom, who I couldn’t be with yesterday).

Brands took a different approach this year to Mother’s Day for obvious reasons. They leaned heavily on user-generated content to tell the stories of being a mother in lockdown. You know: the stories of being a mom, an employee, a job-seeker, an essential employee, a teacher, a spouse and so many more roles at once. Two ads really stood out: Peanut, a social networking app for moms, and Teleflora debuted two moving spots using submitted videos to honor mothers. Watch them here.

Related: Even with soaring unemployment, Americans still dropped a whole lot of cash on their moms this year. With several shopping days to go, spending on Mother’s Day gifts had already outpaced last year’s $24.6 billion. See the eye-popping numbers here.

Thought Leadership: According to one survey, working mothers have been described as less competent and less committed to their careers than their peers. The survey also found that only 47% of working mothers are recommended for hire, compared to 87% of childless women. Now is the time to change that perception, according to Bianca Reed, senior director of client development, at Rain the Growth Agency.

CEO Mark Penn on How MDC Partners Is Weathering the Pandemic

Agencies reporter Minda Smiley spoke with MDC Partners CEO Mark Penn late last week about how the holding company is faring during the pandemic. A few stats jumped out:

  • Agencies, including 72andSunny, Anomaly and Doner, cut payroll by 10% on average in response to the business impact of Covid-19.
  • He expects organic revenue to fall at least 10% over the next year, but thinks that number could change if agencies are able to recover from the second quarter quickly.
  • Moving agencies to the World Trade Center before the pandemic will save the company at least $10 million annually.

Read the full interview: Penn also explains why he was already starting to sour on Cannes, even before the event was canceled.

With Upfronts Week Canceled, Here’s What Presenters Are—and Aren’t—Doing Instead

This year’s upfronts week should have been the most jam-packed week of TV network presentations for buyers and advertisers ever. Instead, it’s the start of a mishmash schedule of plans. For instance, Fox has been rolling out virtual town halls for its various divisions over the last month; Disney will have tailored presentations for different types of clients; and The CW is replacing it with nothing (instead, it’s holding its usual conversations and presentations with clients to discuss its upfronts strategy).

Read more: Learn what networks are doing instead of their usual extravagant presentations

9 of This Week’s Most Telling Marketing Stats, From TV Ad Declines to Mother’s Day Spending

Let’s take a quick look at some of the last week’s craziest stats from the world of advertising, media and marketing:

  • ViacomCBS suffered a loss of $586 million, a 30% year-over-year decline, in TV ad sales during Q1. It wasn’t pretty at other networks, either.
  • The New York Times brought in 587,000 new subscribers in Q1.
  • Energy drink sales are booming to the tune of $450 million, a 9% year-over-year increase during the same six-week period ending April 11.

See them all: Check out what other interesting datapoints caught our eye last week.

More Top Headlines

Workplace Tip: What companies have done to make working from home successful?

JP Durrios, CFO and COO at DISQO

We provided extra equipment as needed (monitors, chairs, etc.) and a “Work From Home” stipend, so people could cover additional expenses to make their work space at home more comfortable.

Katie Ramp, Director of Talent, MUH-TAY-ZIK | HOF-FER

We’ve also set up quite a few moments for our staff to stay connected, from a weekly all agency meeting, to twice per week workouts with a different staff member hosting each one, cosplay happy hours where you dress to match a themed zoom background, bi-weekly guided meditation and breathing exercises, bi-weekly yoga, and a workshop on coping mechanisms for stress led by a licensed therapist. When we started this, it was about how to stay productive while working from home, now going into month three, it is about mental fortitude.


Publish date: May 11, 2020 https://dev.adweek.com/brand-marketing/brands-in-the-last-dance-best-mothers-day-spots-mondays-first-things-first/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT