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Tech & Science WeWork's failed $5 million ad campaign, Peloton's brand-positioning deck, and star VC Fred Wilson invests in digital media

23:25  10 december  2019
23:25  10 december  2019 Source:   businessinsider.com.au

Peloton's internal marketing docs, WeWork's legal operator, and Microsoft CEO's paycheck

  Peloton's internal marketing docs, WeWork's legal operator, and Microsoft CEO's paycheck Greetings, Matt Turner is out on parental leave so this week you're stuck with me, Alexei Oreskovic, Business Insider's West Coast bureau chief and global tech editor. I've got my own weekly newsletter focused exclusively on tech that goes out every Wednesday - if that's your cup of tea, just click here and you'll be able to hear from me every week. require(["inlineoutstreamAd", "c.

WeWork is revolutionizing the way people and companies work. Get flexible workspaces, agile services, and leading technologies to move your business forward. Why WeWork ? With a decade of insights and expertise, we’re reimagining real estate so that you can focus on your business.

WeWork is an American commercial real estate company that provides shared workspaces for technology startups and services for other enterprises.

a group of people posing for the camera: Adam Neumann, cofounder and former CEO of WeWork. Adam Neumann, cofounder and former CEO of WeWork.

Hi! Welcome to the Advertising and Media Insider newsletter. I'm Lauren Johnson, a senior advertising reporter filling in for Lucia this week. If you're new to this email, sign up for your own here. Send me tips or feedback at ljohnson@businessinsider.com.

This week, my colleague Patrick Coffee reported that WeWork was on the brink of spending at least $US5 million on advertising just as its finances were collapsing.

  • The now-battered coworking company sought out some of the hottest creative agencies - including Wieden and Kennedy, 72andSunny, McCann and Droga5 - to help define its brand.
  • When WeWork's flashy initial public offering started falling apart, the review ended. WeWork hired Publicis Groupe Chairman Maurice Levy as interim chief marketing officer, and hired Publicis to oversee its advertising.

WeWork was planning to spend as much as $US5 million on a splashy ad campaign even as its own finances were collapsing

Peloton reportedly says its infamous holiday ad was 'misinterpreted' amid backlash

  Peloton reportedly says its infamous holiday ad was 'misinterpreted' amid backlash Peloton recently released a holiday ad that garnered a lot of criticism online. In a statement to CNBC, a spokesperson said the company "was disappointed in how some have misinterpreted this commercial."In a statement to CNBC, a spokesperson said the company "was disappointed in how some have misinterpreted this commercial.

Fred Wilson of New York’ s Union Square Ventures , one of the top tech investors around, believes that Speaking to Michael Arrington on stage, Wilson said he had no idea what will occupy number-three in Global aerospace and defense accelerator Starburst shared a deck that outlines trending

WeWork leads amid rising consumer office space companies in New York City , and WeWork offices continue to operate throughout the U. S . and globally. Neumann suggested that WeWork was competing with other coworking spaces and also competing with offices.

Peloton was another startup facing a public-relations crisis, and Patrick also obtained a deck it sent to agencies in May 2018. Key takeaways:

  • The fitness company said it's not "snobby," "aggressive," or "a gimmicky fitness brand."
  • It wanted to avoid "cheesy ads," which critics say contradicts the company's recent maligned holiday ad.
  • Its target customer makes on average $US100,000 to $US150,000 and up per year.

Peloton's pitch deck shows how the company promised to avoid the 'cheesy ads' that led to its current PR disaster

Lucia spoke to Union Square Ventures' Fred Wilson about why he's investing $US5 million in video media startup The Recount and why he thinks now is a good time to invest in digital media even as others are fleeing the sector.

Even the actor who played the 'Peloton husband' is feeling the blowback

  Even the actor who played the 'Peloton husband' is feeling the blowback "My 5 seconds of air time created an array of malicious feedback that is all associated with my face. My friend texted me today declaring that I'm 'a symbol of the patriarchy'," he wrote.In the commercial, a husband gifts his wife a Peloton for Christmas, then she documents her usage of the bike, which costs $2,245 with a monthly $39 membership fee to access classes. The woman in the ad remarks she didn't realize "how much this would change [her]." Some onlookers complained about what they saw as undertones of sexism and classism in the ad, sending it viral on social media.

Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors.

WillsonMedia is a social media marketing agency solely focused on paid online advertising with Facebook, Instagram, YouTube, Google, and LinkedIn ads . If we don't bring you a predetermined number of leads, traffic, appointments, etc. required to get you your return on investment .

Star venture capitalist Fred Wilson explains why he invested $US5 million in video media startup The Recount and how it could quickly become a profitable, $US200 million business in seven years

Lucia also reported about martech firm Iterable raising $US60 million in Series D funding to compete with cloud giants Adobe and Salesforce. Key points:

  • Iterable is one of a handful of martech companies focused on helping brands send messages via email, text messages, in apps and on websites.
  • It may face challenges cracking big legacy brands because they're often tied up in multi-year deals with marketing clouds.

Martech company Iterable just raised $US60 million in what it calls its last funding round, and plans to use it to take on Salesforce and Oracle and get profitable

Lucia also reported on the year in digital media deals and who will be the winners heading into 2020.

Microsoft's cloud crew is ready to rumble but Amazon is squaring off with Trump

  Microsoft's cloud crew is ready to rumble but Amazon is squaring off with Trump Hello, Welcome back to Trending, the newsletter where we highlight BI Prime's biggest tech stories of the week. I'm Alexei Oreskovic, Business Insider's West Coast bureau chief and global tech editor. If this is your first time reading Trending, here's how you can get it in your inbox every week.This week: Microsoft's cloud crew is getting ready to rumble, but Amazon is squaring off with TrumpBy now there's nothing novel about Donald Trump's twitter attacks, which have targeted political rivals, critics, and companies that, for one reason or another, have earned his ire.

When you rent a WeWork Dedicated Desk, you get your own permanent setup in a shared office. Yet you can still enjoy all the perks of being part of the WeWork community. A dedicated desk gives you access to thriving coworking spaces, a network of professionals, and all the amenities at your

Fred Wilson likes to call his first venture firm, Flatiron Partners, his “Web 1.0 start-up” and Speaking at Ad :Tech New York on Wednesday, the venture capitalist and frequent blogger expanded Wilson isn’t investing in analytics at the moment but said he believes they can be very good businesses that

2019 was one of the most tumultuous years in media history, when thousands of jobs were lost and subscription models grew like wildfire

My colleague Ashley Rodriguez talked with Bleacher Report CEO Howard Mittman about his plan to build the digital brand into a sports media powerhouse, including content about legal sports gambling.

Here are the takeaways:

  • Bleacher Report wants to woo casual sports gamers as a way to close the gap with competitors including ESPN.
  • The brand will become the main digital hub for Turner Sports in 2020.
  • Bleacher Report's B/R Betting vertical averages 13.3 million video views per month across platforms.

Inside Bleacher Report's strategy to win over sports gamblers, who it says are 5 times more engaged with its app than other sports fans

Here are other great stories from media, marketing, and advertising. (You can read most of the articles here by subscribing to BI Prime; use promo code AD2PRIME2018 for a free month.)

See WeWork's sweeping newspaper ad campaign, launched in 12 major markets to restore confidence in shaken business

One of SoftBank Vision Fund's 12 managing partners is leaving the company

  One of SoftBank Vision Fund's 12 managing partners is leaving the company Praveen Akkiraju, a managing partner at SoftBank Vision Fund, is leaving the company. Akkiraju, a former executive at Cisco Systems, joined the $US100 billion investment vehicle last year to focus on enterprise technology investments. A Vision Fund spokesperson said senior managing partner Deep Nishar would shoulder some of Akkiraju's former responsibilities, including his board seat at the Indian company Automation Anywhere. Visit Business Insider's homepage for more stories.Praveen Akkiraju, a managing partner at SoftBank Vision Fund, is leaving the company.

Medium is not like any other platform on the internet. Our sole purpose is to help you find compelling ideas, knowledge, and perspectives. Medium is home to thousands of independent voices, and we combine humans and technology to find the best reading for you—and filter out the rest.

-- Fred Wilson (@fredwilson) December 1, 2017. And the response from the Twittersphere was a desire to hear my views on it. The data is pretty clear. The seed and early stage investing market has cooled substantially in the past few years. On a dollar basis, the cooling off has been mild.

How Vice Media is working to grow its audio production with long-form podcasts and an exclusive deal with Spotify

Omnicom's cultural consultancy Sparks & Honey is launching a new SaaS platform that it claims can help brands weather disruption, and brands like Dairy Management and EA are already using it

How much money a 24-year-old YouTube creator made from 150 million views on a 'Nerf war' video

McDonald's new CEO is tackling the fast-food giant's reputation problem from the inside

Ad holding company WPP closes 2 agencies in its Wunderman Thompson network as the ad industry faces major headwinds

Peloton confirms plans to roll out a cheaper version of its $US4,000 treadmill as it looks to replicate the success of its high-tech indoor fitness bike

Broadcasters see big opportunity with podcasts, but risk being disrupted by new players like Gimlet, Wondery

Why an app with one million users failed .
Carrot Rewards, a mobile app that spruiked its use of behavioural economics to engage 1.1 million users, filed for bankruptcy this year.This got me thinking: are businesses embedding behavioural economics in product design but overlooking its use to influence those who pay the bills?

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