The most innovative CMOs, streaming's winners and losers, emotional-based ad targeting

Fernando Machado Burger King


This week we published
our fourth annual list
of the 25 most innovative chief
marketers. With the $221 billion US ad industry facing disruption
on several fronts, marketers have to navigate fragmented consumer
attention, pioneer new ad models, and fend off direct-to-consumer

And leading this year’s list was … Fernando Machado of Burger
King. Senior advertising reporter Tanya Dua, who compiled the list,
wrote that Machado continues to deliver envelope-pushing ad
campaigns like its “Moody Meals” that threw shade at McDonald’s
Happy Meals and its Google Home of the Whopper TV spot that hacked
Google Home devices to dish details about the Whopper. Machado also
oversaw Burger King’s first Super Bowl spot in 13 years, which
turned heads by making archival footage of Andy Warhol eating a
Whopper into a 45-second ad.

Burger King’s been on a growth tear, too: Its market value rose
23% this year to $29.9 billion while the much-bigger McDonald’s
rose 10%. Burger King also opened up 1,000 restaurants around the
globe last year to McDonald’s 600. Read who else made the list


This is your weekly Advertising and Media Insider newsletter,
where we catch you up on all the big stories we worked on this past
week. What did we miss? Send me tips or feedback at

Here are other stories we’ve been reporting. (You can read most
of the articles here by subscribing to BI
; use promo code AD2PRIME2018 for a free month.)

Wall Street analysts forecast a major power shift in the streaming
TV market, with Hulu and YouTube surging while others

AT&T, Dish Network, Hulu, YouTube, and Sony are all battling it
out over cord-cutters who are ditching traditional-TV services, and
looking for cheaper alternatives online. Hulu and YouTube’s live-TV
services are growing rapidly, and analysts break down why they
could soon be two of the leading internet-TV providers.

The New York Times says it’s getting ads to perform 40% better by
targeting people based on emotion

The rise of mobile and privacy measures like Google’s and Apple’s
anti-tracking initiative is forcing marketers to find alternatives
to cookies to personalize ads to people. The New York Times is
pushing ads that match messages to people based on emotion, and
says these ads outperform its regular ads, but advertisers are
skeptical of the premise.

New data shows why Disney is betting heavily on ‘Star Wars’ TV
shows for its Netflix competitor, despite a slowdown on

Younger audiences have lost some enthusiasm for the “Star Wars”
franchise, but it’s still a major hit with people 35 and up, and
that could make it an essential part of Disney’s streaming efforts,
according to a report from analytics firm Ampere Analysis.

Here are other stories from advertising, media, and tech you
should check out:

Here’s why the failed attempt to break up Microsoft will make or
break the crackdown on Facebook, Amazon, and Google, according to
two top lawyers in the Microsoft case

The news industry is joining the attack against big tech companies
like Google and Facebook

Biographer Ken Auletta, who failed to crack the Harvey Weinstein
story in 2002, says he’s done 100 interviews for his book on the
disgraced mogul

Meet the 14 top executives who lead Alphabet’s ‘Other Bets,’
helping the company go beyond just Google

The way a hyper-local news article went viral on Facebook shows
that even legitimate news has the potential to mislead readers on
social media

Why an industry-shaking merger of Dish and DirecTV could finally
happen, according to Wall Street analysts

Join the conversation about this story »

WATCH: The legendary economist who predicted the housing crisis
says the US will win the trade war

Source: FS – All – Entertainment – News
The most innovative CMOs, streaming's winners and losers, emotional-based ad targeting