Advertising explained, with Wieden+Kennedy CEO Neal Arthur - The Verge

The new advertising ecosystem — from TikTok to the Super Bowl

One of the ways I think about Decoder is that we’re just taking a tour through all the parts of running a modern business. We talk to a lot of CEOs and heads of product, we’ve had chief legal officers and chief marketing officers on the show, and you all know how much I love talking to people in the creator industry. But one thing that always strikes me in all these conversations is how little any of us really pay attention to the advertising industry and how deeply connected it is to almost every other 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 then the platform companies we all depend on mostly run on ads. Google and Meta’s entire consumer business is ads. And when we talk to those all those creators, they’re even more tied to ads: their distribution platforms like TikTok and YouTube are all ad-supported, and ads make up a huge portion of their revenue.

Because I’ve been thinking about advertising a lot, I invited Neal Arthur, the CEO of Wieden+Kennedy, onto the show. Wieden+Kennedy is one of the few independent major ad agencies in the world — and probably the coolest one? Weiden+Kennedy is the agency that came up with Just Do It for Nike and Bud Light Legends for Bud Light.

Coming off our conversation last week with Rare Beauty CMO 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 is called holding companies — why is Wieden still independent?

This conversation was really fun, and Neal was game to get deep in the weeds. I think you’ll like it. Okay, Neal Arthur, CEO of Weiden and Kennedy. Here we go.

Neal Arthur is the global CEO of Wieden+Kennedy, which is a very famous, very big ad agency. People tell me it’s the coolest ad agency, and we are going to talk about that. Welcome to Decoder.

https://www.theverge.com/23317682/advertising-wieden-kennedy-ceo-neal-arthur-interview-decoder


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