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The ad world prepares for a return to the office

Hello and welcome back to the Advertising and Media Insider, your weekly industry news fix. I'm Lucia Moses, deputy editor here.

The future of work

Wall Street coronavirus mask
As the curve flattens, CEOs are starting to plan for a return to work. This past week we spoke to CEOs of the giant holding companies and their agencies who gave an early view into how work will — and won't — change.
  • Patrick Coffee spoke to WPP CEO Mark Read, who laid out how the ad holding company giant would reopen its offices guided by its China operation, which is at 90% capacity and may stay that way indefinitely.
  • Patrick also got a memo from Omnicom CEO John Wren outlining how employees should prepare for wearing a mask and taking their temperature before entering the office.
  • And WPP's PR firm BCW told Sean Czarnecki that some of its remote work will stay that way now that the firm has seen how it can still win business without spending time and money flying people around the world.

Triad's cautionary tale

Sherry Smith, CEO of Triad Retail
Lauren Johnson had a great read about the lessons of Triad Retail, which just shut down.
Triad once had retail behemoths Walmart and Sam's Club as clients, but its revenue evaporated as Walmart and other customers decided to handle their ad sales themselves. Some agencies dismiss the in-housing trend, but it all but wiped out this company.

Read the full story: The cautionary tale of a marketing agency that ad giant WPP acquired for $300 million and shut down 4 years later

Who's running YouTube

YT Exec 1200X600
Recently we learned just how big YouTube's ad business is: A whopping $15 billion. Lauren, Hugh Langley, and Amanda Perelli identified 33 people who keep the platform growing with advertisers and creators — and keep it out of trouble with regulators, of course.

Read the full list here: The 33 insiders who wield the most power at YouTube

Here are other great reads from the media and advertising teams:

  • 76% of marketers plan to slash their advertising budgets this year, and ad holding companies could bear the brunt of the cuts
  • The cocreator of 'Brooklyn Nine-Nine' describes running a virtual writers' room for season 8 and what video chat has changed about the creative process
  • Amazon's ad business is spiking, but ad buyers say the coronavirus reveals the commerce giant's weaknesses versus Google and Facebook
  • Meet the 20 most powerful WarnerMedia execs and their top deputies. Here are the leaders who will help HBO Max battle Netflix and define AT&T's TV future.
  • Data reveals how large the decline in paid Instagram influencer posts has been in recent weeks, as the ad market sputters
  • Facebook and Google got hit hard by the coronavirus, but their massive ad businesses will come out stronger in the end
  • An influencer-marketing agency shares its guidelines for brands that want to run social-media campaigns during the pandemic and what to avoid
  • Anheuser-Busch InBev's global chief marketing officer reveals how its $1 billion innovation unit ZX Ventures is helping the company weather the coronavirus
So long for this week. Remember that if you're getting this email forwarded, you can sign up for your own and share it with others by clicking here.
— Lucia
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https://www.businessinsider.in/advertising/news/the-ad-world-prepares-for-a-return-to-the-office/articleshow/75566462.cms


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