Athleta’s CEO On Balancing Strength With Softness

Nancy Green wants the company to present a more realistic image of women in the media, and a more friendly workplace for its employees.

This spring, when the women’s athletic lifestyle brand Athleta launched the next iteration of its “Power of She” campaign, the company included an ad featuring a 98-year-old yoga teacher, who says, “Anything is possible. Nothing is impossible,” as she strikes a yoga pose with a younger yogi.

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Shifting from Survive to Thrive

When asked the question: “What’s your title?” the natural response is to blurt out what’s in your email signature or printed on your business cards.  Makes sense, right? For me, career has always been front and center in my life. And, I could probably recite every job title I’ve had since I first walked through the doors of Ketchum in 1992. I think it’s fair to say that I earned those job titles and I certainly never took them for granted.  But, what about the titles that become attributed to us in our personal lives? The titles we end up with, whether by choice or by circumstance.

I started thinking about “what’s in a title” when I learned I was being recognized as a Visionary of the Year from a hidden gem non-profit called Single Moms Planet. After a friend of mine spent a year urging me to get involved with this organization, I finally gave in and attended a panel discussion. I was inspired by their mission to empower under-resourced single Moms and, in typical Christy Salcido fashion, I went from sitting on the sidelines to speaking, mentoring and writing blogs for them. Then I pressed the pause button.

Single Mom wasn’t a title I had ever aspired to, unlike my current SVP/Brand Practice Director title at Ketchum. All of a sudden I found myself waving the Single Mom flag, but it wasn’t planned. You see, three years ago, I decided to move on from a very turbulent personal relationship and, by doing so, came to the realization that being a strong, positive role model for my daughter Carly – simply had to be my priority.  So, why wasn’t I proud of this title?

I realized that for a very long time, the first word I thought of each morning as I faced the day was SURVIVE. How would I survive all of the pressures and responsibilities that came with my titles?  Then, I decided to change that word to THRIVE. Now, I wake up and think about how I can thrive each day as Christy Salcido – in my life and in my work.  So I pressed the play button. And, I proudly accepted the title and the award from Single Moms Planet.

Whatever quandary you might find yourself in – whether it’s a crossroads in your career or if you’re simply feeling “stuck” in your life and you need to rediscover your passion – my hope is that the advice below might help you turn that corner and move from a survive to thrive mindset.

Five Ways to Move From A Survive to Thrive Mindset:

Speak Up!
There’s nothing wrong with asking for what you want. We spend so much time over-thinking what the reaction or decision might be, that we chicken out and never speak up! Be in the driver’s seat of your career and your life so you can steer it in the direction you want to go.

Honesty Always Wins
The hardest person to be honest with is yourself. But, if you can’t take a long look in the mirror, how can you expect to thrive and grow?  Once you’ve been honest with yourself about your goals and aspirations, you can be honest with your boss about the direction you want to go in your career. Being honest with yourself also helps you move past less then positive situations in your personal life.

Don’t let your dreams live “under the carpet”
It’s human nature – we all sweep the topics we feel uncomfortable about – UNDER THE CARPET.  That way, we don’t see them and, in essence, don’t need to deal with them. Remove the “carpets” from your life and face those topics head on. Your dreams deserve discussion. Your conflicts require conversation if they’re ever going to be resolved. So, foster your dreams and face your conflicts. The right moment is… NOW.

Age Yourself Five Years
What?! Who wants to do that? What I mean is this – think about where you want to be or what you want to be known for in five years? What action and attitudes will it take NOW to get you there? A favorite quote and book of mine is: Happiness is a Choice.

Lean Into Change
I read somewhere that the only constant in life is change and it really resonated with me. If you consider yourself change adverse, try flipping that in your mind and start considering yourself a change agent. A change agent of your own life. Sure, change can be scary, but it also helps us grow. Change happens in our lives no matter what, so lean into it.

What the Industry’s New Plan to Fight Ad Fraud Gets Wrong — and Right

The Interactive Advertising Bureau’s Tech Lab recently released a blueprint of sorts that, in theory, would prevent another Methbot from happening.

Methbot, of course, is the ad fraud attack from late last year that has been crowned by some as the biggest in history. (Others disagree.)

The IAB’s effort, blandly dubbed “ads.txt,” has been applauded by both publishers and ad tech vendors as a step in the right direction in the fight against ad fraud.

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Wait, What? The FCC Let Colbert Off the Hook and the Parents Television Council Is OK With It?

Ad Age “Media Guy” columnist Simon Dumenco’s media roundup for the morning of Wednesday, May 24:

Yes, Virginia, there are still magazine launches (see No. 5, below). Does the Trump administration understand basic math? No (No. 1). Yes, iris authentication sounds cool. Is it foolproof? No. (No. 2). Yes, President Trump is still doing that weirdly aggressive shake-and-pull handshake — but finally someone was prepared for it (No. 7). Anyway, let’s get started …

1. Something something 101. The top story on New York Magazine’s website this morning is titled “Trump Budget Director: We Didn’t Make a Childish Math Error! (They Did.)” Jonathan Chait’s post begins,

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The Discerning Drinker & the Future of Alcohol

Earlier this month, the great and the good in advertising, media and journalism gathered together at We Are Social for our Discerning Drinker event, supported by HiLo, Nix and Kix and Ugly Drinks. Here, our Editor Alice Cuffe runs through the highlights from the evening.

What better reason to get together for a drink on a Tuesday than to fuel some great discussion on the future of alcohol at our Discerning Drinker event with some fantastic speakers on hand to take us through the past, present and more importantly future of drinking habits.

This relationship between Gen Z and alcohol was the hot topic of the night, kicked off by the first speaker, We Are Social’s Research & Insight Director Andre van Loon. Andre revealed that the boozey Britain image that we have of younger people in the UK is gone. He noted that Gen Z’ers are still drinking but their reasons have also changed. The young people that he spoke to said they if they wanted alcohol they would have it, but it wasn’t a social priority. So if you want to get their attention, the best space to be is where they spend all their time – social media.

Brands like Ballantine’s who headed to social media to speak to their audience, designing cocktails based on emojis, were top of the list for Andre in terms of adapting to fit the market need, but there is still a lot of work to be done. So how are brands talking to Gen Z drinkers?

First up to answer that question was Adam Boita, Head of Marketing for Pernod Ricard. Boita noted that whilst the temptation is there to dip straight into technology to get the attention of the new gen drinkers, success will only come if you start with your product. “Authenticity in experience will always reflect well on the brand” which he proved with a breakdown of how Pernod Ricard has used tech to go back and explore the history of its brand, such as how Havana Rum had amplified an experiential pop-up in East London using Google Glass.

Delving into a brand’s history to attract new drinkers can also miss the mark, which was the lesson we learned from Jason Wills, Marketing Director of Charles Wells brewery. Revamping the traditional beer brand Charles Wells with a campaign that relied on local activations resulted in alienating the online drinking fan. “You can’t always make authenticity” Jason noted.

However, with craft brands like Brewdog winning over the hearts and bellies of the new drinker through down to earth, no nonsense messaging, this was the route that Jason went down when bringing traditional ale Bombardier into the mass social market. Keeping Facebook in the pub with live debates and serving Snapchat filters at the bar, the brand stepped out of the back of the drinks cupboard and into the forefront of the pint buyer’s mind.

For start-ups though, the territory is very different and the room for experimentation is huge. Especially for our last speaker Melanie Goldsmith, Co-Founder & Managing Director of Smith & Sinclair. Turning the idea of a drink on its head, Smith and Sinclair’s main aim was to bring alcohol directly into the same experiential spaces that Gen Z drinkers love like Secret Cinema and Punch Drunk.

As Melanie points out “There’s something easily engaging about millennials because they just want to have fun…and I respect that”. Smith and Sinclair’s edible treats are not only fun but perfect for partnership which has allowed them to work with brands like Benefit, Just Eat and Tanqueray.

Adding a takeaway flavour sherbet wall or a gin vapour room to a press night doesn’t just make you popular with the guests but gets you everywhere on social. As Melanie says, “It’s harder for big brands to be clever and cautious…but there is a clever way of balancing the two.”

Their big win was actually a simple video about their boozy lollypop called Trump sucks. It went viral ahead of the US election and despite everyone telling them not to do it, they did and it worked, really well. Three million views and 5,000 orders later, this risky political pop actually ended up getting them a $1million investment.

With capital to take their experiential drinking habits into the mainstream now, Melanie’s message to bigger brands and start-ups alike was to have fun taking risks. “If you think it’s funny and beneficial to your long term goals then go for it.”

If you want to want to see everything the speakers said you can watch the whole event in full on our Facebook page now.

Bad Locations: WaWa, Walgreens and Others Try to Clean Bad Map Data

About a year ago Amanda Hudson missed her Walgreen’s health clinic appointment because Google Maps steered her to the wrong side of Grand Parkway in Katy, Texas. She complained in a Google review and gave the store itself a terrible review for good measure.

Far from an anomaly, her experience is an everyday challenge for marketers with numerous locations. It turns out that there’s a lot of shoddy information floating around online maps, mobile apps and social pages.

“Incorrect data is always a problem,” said Kyle Eggleston, a senior analyst on the Walgreens search engine optimization team. “It’s a constant struggle.”

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Can Your Brand Go Live?

Live video in social media will become part of successful brands’ media plans, but not all brands will be successful at live video. Social media live video had a big year in 2016. We saw millions of viewers tune in to the NFL on Twitter, millions watch breaking news on Facebook Live, and tens of millions watch the 2016 presidential debates – “Chewbecca Mom” even received over 161 million views.

The post Can Your Brand Go Live? appeared first on The Richards Group.