Robert Klara
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Senior editor for Adweek, author, speaker, and historian. Disposable income goes to shoes and bow ties. All opinions herein are my own.
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Articles by Robert Klara
Human-Crafted Holiday Ads Are an Unspoken Nod to AI Anxiety
Marlene Dietrich has six fingers. That’s what accusers cried after watching Dior’s animated holiday film, in which legendary couturier Christian Dior designs a dress for the Hollywood actress at the last minute. Though Dior touted French animator Sylvain Chomet’s “meticulous process of hand-drawn animation,” critics said it was AI—which the company has disputed. That online scuffle gives way to a trend this holiday ad season, in which brands are taking pains to emphasize human craft.
Rao's Trades Saucy Product Shots for a 4-Minute Film About Family Time
The brand casts real people to examine how little time Americans spend together at the table. Consumer data doesn't usually bring people to tears. But in Rao's new campaign, debuting today (Nov. 10), it might. In a decisive break from what it calls “the Italian pastiche” of the sauce category, the The Campbell's Company brand has released a four-minute film.
Did the Sleaziest Political Ads From the 2026 Midterms Work?
Follow Did the Sleaziest Political Ads From the 2026 Midterms Work? Thu, November 5, 2026 at 1:14 PM EST Democratic political strategist Dane Strother once observed that "negative ads and campaigns do work-and have for more than 2,000 years." (Political slams have been unearthed in Pompeii.) "The day that negative ads no longer are effective," he added, "they no longer will be used." Has that day arrived? Based on the midterm results, it seems closer.
Ben Cohen Goes Guerrilla In His Next Push to Free Ben & Jerry’s
In April, Ben Cohen flew to Amsterdam in hopes of handing Magnum Ice Cream Company CEO Peter ter Kulve a 100,000-signature petition asking him to sell off Ben & Jerry’s, the brand he cofounded with Jerry Greenfield in 1978. Security wouldn’t let him past the lobby. Undeterred, Cohen is now back in Vermont, preparing the next salvo in his fight to wrest Ben & Jerry’s from the hands of a publicly traded company.
Jonathan Halvorson Named Kimberly-Clark CMO After $40B Kenvue Merger
Hot on the heels of completing its acquisition of consumer health giant Kenvue on Nov. 2, Kimberly-Clark has anointed veteran marketing executive Jonathan Halvorson as CMO. In a LinkedIn post, Halvorson announced the hiring and added that he was “excited for this next chapter as Kenvue and Kimberly-Clark come together.” Halvorson steps up from his previous post as chief digital and marketing officer of Kenvue. Kimberly-Clark did not immediately respond to ADWEEK’s request for a comment.
From Pontiac to Paramount, Patrick Stewart Lent His Star Power to Brands
In 2024, Paramount trotted out a small army of celebrities and characters for a Super Bowl ad, including Drew Barrymore, Jeff Probst, Peppa Pig, Creed, and Patrick Stewart. As the group frets over how to escape the freezing slopes of Paramount Mountain, Stewart shrugs off his shearling coat to reveal his 1920s football gear, ties a rope to the football-headed Arnold Shortman, and throws a perfect pass high over the ridge.
The Four Down and Dirtiest Political Ads of the 2026 Midterms
In 1988, President George H.W. Bush’s campaign put out the now-infamous Willie Horton ad. To portray Democratic opponent Michael Dukakis as soft on crime, the spot recounted the story of the felon who’d been released on a weekend pass when he stabbed a boy 19 times, kidnapped a couple, and raped a woman. Today, “Willie Hortoning” is a verb, and part of the standard political playbook.
7-Eleven Bets on Korean Food and Drama with a Spicy New Social Miniseries
Last year, a popular wedding site asked couples where they had met. While 43% said on an app or through friends, 9% said they found love through a chance encounter. Like, at a 7-Eleven maybe? The convenience chain’s new campaign makes the scenario plausible. Starting Nov. 2, 7-Eleven will launch A Convenient Love, a seven-episode miniseries promoting its Flavors of Korea menu, which includes picks like Bibigo Spicy Chicken Dumplings and Gochujang Boneless Wings.
Two years after World War II ended, this ship brought the bodies of 6,251 fallen service members back home to America
The S.S. Joseph V. Connolly was one of 2,742 Liberty ships built during World War II. At 441.5 feet long and 57 feet wide at the beam, these cavernous vessels could haul 10,800 tons of whatever the United States Army required: ammunition, jeeps, tanks and even locomotives. Immense, rough-edged and clunky, the Liberty class wasn't known for its looks. President Franklin D.
Two Years After World War II Ended, This Ship Brought the Bodies of 6,251 Fallen Service Members Back Home to America Original
The S.S. “Joseph V. Connolly” arrived in New York City on October 26, 1947. The caskets stored in its holds contained the remains of privates and three-star generals alike The S.S. Joseph V. Connolly was one of 2,742 Liberty ships built during World War II. At 441.5 feet long and 57 feet wide at the beam, these cavernous vessels could haul 10,800 tons of whatever the United States Army required: ammunition, jeeps, tanks and even locomotives.
Polymarket's reported CMO firing is the latest in a long string of controversies
Controversial market-prediction platform Polymarket is back in the news, this time over the reported ouster of CMO Matthew Moddaber. The New York Post reported Friday (Oct. 23) that Moddaber was fired in the wake of a string of unsavory incidents tied to the platform. Polymarket did not respond to ADWEEK's request for confirmation or comment at the time of publishing. Modabber has served as marketing chief since 2024 and, according to his LinkedIn profile, was Polymarket's 11th employee.
PepsiCo and AB InBev Vet Takes CMO Post at Troubled Diageo North America
PepsiCo and AB InBev veteran Sebnem Erim has joined Diageo North America as its new chief marketing officer. In a LinkedIn post, Erim said she looked forward to the “opportunity to help shape the next chapter for some of the world’s most iconic brands.” Diageo confirmed Erim’s appointment but declined further comment. London-based Diageo owns 200 brands including Tanqueray, Smirnoff, Captain Morgan, and Guinness.
Whatnot Launches Its First National Spot as Live Shopping Finally Starts Gaining Traction
The ad starring New York Giants' Cam Skattebo comes as live shopping takes off among Gen Z “People know I'm crazy,” Cam Skattebo said in a press conference in August. “I like to run through people instead of run around them.” The New York Giants' star running back likes to put his head through walls, too, if Whatnot's first national campaign is any proof.
Fresh Off Her Mummy Pig Collab, Kylie Kelce Stars In Honey Baked Ham's Holiday Ad
The spot returns Kelce to the Philadelphia-based Honey Baked store her grandmother shopped at growing up The Honey Baked Ham store in the Philadelphia suburb of Broomall, located in a strip mall next to a Wawa, a dry cleaner, and a nail salon, isn't much to look at. Nevertheless, the humble store figures big in Honey Baked's new holiday campaign for one reason. It's the store where Kylie Kelce (then Kylie McDevitt) came as a girl to buy the family's holiday hams with her grandmother Mimi.
Starbucks is reportedly eyeing Chipotle, but the burrito chain may be more than it can chew
On the heels of declaring CEO Brian Niccol's "Back to Starbucks" turnaround strategy a success, Starbucks has reportedly considered purchasing fast-casual Mexican chain Chipotle. The deal seems to be just a kicking of the tires at this point, with the Financial Times reporting that the coffee giant has "explored a takeover" and also "worked with advisors in recent months on a takeover proposal." While Chipotle shares leapt at the news, the coffee's chain's stock price stumbled.
Starbucks Is Reportedly Eyeing Chipotle, But The Burrito Chain May Be More Than It Can Chew
On the heels of declaring CEO Brian Niccol’s “Back to Starbucks” turnaround strategy a success, Starbucks has reportedly considered purchasing fast-casual Mexican chain Chipotle. The deal seems to be just a kicking of the tires at this point, with the Financial Times reporting that the coffee giant has “explored a takeover” and also “worked with advisors in recent months on a takeover proposal.” While Chipotle shares leapt at the news, the coffee’s chain’s stock price stumbled.
Caffeine Gold Rush: The Competition for Coffee Fans Has Never Been Hotter
In 1995, the New York Times ran a story explaining a strange new language that locals were speaking, including curious appellations like “short latte” and “slim grande.” Before long, New Yorkers—and millions in cities across America—would learn this new dialect. Starbucks had come to town. The Seattle coffeehouse had embarked on an expansion blitz fueled by capital from its 1992 IPO. That year, the coffee chain numbered 165 stores. Come 1994, that count had jumped to 425.
Three NFL Wives Who Sacked the Stereotype and Ran Their Own Brand Plays
First came the celebrity and TV personality brands, like Paul Newman and Martha Stewart. Then came the pro athletes, like Michael Jordan, followed by the reality stars. But in the age of the influencer, anyone can be a celebrity—even the significant others of pro athletes. In the last few years, a coterie of NFL wives and girlfriends have defied the arm candy stereotype and emerged as celebrities big enough to launch their own brands.
With a self-help book, I Can't Believe It's Not Butter aims to inspire America
Brand mascots are a marketing idea that dates back to the debut of the Quaker Oats Man in 1877. Ever since then, the likes of Mr. Peanut, the Kool-Aid Man, Progressive's Flo and Jake from State Farm have shown that the idea still works. But marketing ideas always need to rise to the next level. And today, I Can't Believe It's Not Butter is going for it. Its new mascot, Tubz, has authored a book. Lifting the Lid, a paperback of 78 pages, goes on sale today on Amazon.
With a Self-Help Book, I Can't Believe It's Not Butter Aims to Inspire America
The ‘90s diet icon is entering its next chapter, led by new mascot Tubz (and a Fabio cameo) ADWEEK House: Advertising HQ brings the people shaping advertising, commerce, and media together for four days of unscripted conversations and after-hours connections. Meet us in Midtown, Oct. 5–8. Brand mascots are a marketing idea that dates back to the debut of the Quaker Oats Man in 1877.
Brands Keep Greenlighting Ads That Many Find Racially Insensitive
Friday’s uproar over Converse’s ad that some likened to Ku Klux Klan iconography followed what’s become a standard pattern: the hasty apology, the takedown, and the promise of remediation. “We understand why this image is deeply unsettling and recognize that we got this wrong,” said Converse about an ad that, to many, suggested a white Klansman’s robe and a dangling pair of feet.
VMAs Brings Back the Best Dance Category, and You Can Thank Bacardi
On a recent afternoon on a soundstage in Brooklyn, Bacardi is a few hours into shooting a new ad. It has much of what you’d expect from rum marketing—a tropical bar with palm trees, beautiful people sipping cocktails, and lots of Bacardi bottles with their labels facing outward. Pretty soon, the star will step in front of the camera. He is Caleb Calloway, a Latin Grammy nominee and multiplatinum producer whose work with the likes of J Balvin and Bad Bunny have notched over 22 billion streams.
iHeart podcasters share 5 lessons for building an enduring franchise
In the 2,000-plus episodes of Stuff They Don't Want You To Know , hosts Ben Bowlin, Noel Brown, and Matt Frederick have lured perennially suspicious Americans with topics like the Illuminati, AI psychosis, the Ticketmaster conspiracy, and a segment called "Could fermented cabbage save humans from microplastics?" Say what you will, the three hosts have landed their show in the country's top 100 podcasts -no mean feat, considering that the world offers a choice of over 4.7 million of them.
Siddharth Taparia's strategy for transforming globally fragmented JLL into a unified marketing force
When Siddharth Taparia snared the CMO job at JLL in 2021, he was joining a global real estate services giant with 112,000 employees working out of 300 offices in more than 80 countries. But those big numbers were actually Taparia's biggest problem. The new marketing chief had no single marketing department to run. "We operated as dozens and dozens of separate companies around the world," Taparia told attendees of Brandweek, ADWEEK's annual summit for marketing leaders and brand builders.
When Ads Go Wrong, Women Are Left Holding the Bag
For those who charged that Sydney Sweeney’s nude appearance on behalf of the sports betting site Novig was little more than a stereotype-affirming flesh play, here’s a piece of news: It wasn’t a male, midlife-crisis executive dreaming up those shots—it was Sweeney. “I’ve been a part of the creative conversations from the very beginning,” the 29-year-old told Complex.
One Year Post-American Eagle Scandal, Sydney Sweeney Sparks Ire by Going Naked for Novig
Last August, Sydney Sweeney broke the internet with American Eagle spots showing her in a too-tight top and struggling with the zipper of her jeans. In her new campaign for Novig, Sweeney has solved those wardrobe problems: She’s not wearing anything at all.
Accenture fills vacant CMO post with veteran technology marketer Emma Chalwin
Veteran marketer Emma Chalwin, who's done multi-year runs at Adobe Systems and Salesforce, will join Accenture as its new CMO, the company announced today.
Accenture Fills Vacant CMO Post with Veteran Technology Marketer Emma Chalwin
Veteran marketer Emma Chalwin, who’s done multi-year runs at Adobe Systems and Salesforce, will join Accenture as its new CMO, the company announced today.
Accenture Fills Vacant CMO Post with Veteran Technology Marketer Emma Chalwin
- Veteran marketer Emma Chalwin, who's done multi-year runs at Adobe Systems and Salesforce, will join Accenture as its new CMO, the company announced today.
Booze, Romance, and the Female Gaze: The Trends We’re Tracking for Super Bowl 61
Will Taylor Swift perform at the Super Bowl LXI halftime show? We don’t know—but she’s the artist fans most want to see, according to a recent Vegas Insider survey. Could viewership hit 130 million people? We don’t know that either, though it’s risen 31% since 2021, hitting 125.6 million last year. Why are we even talking about this stuff in September? Because, just like the holiday shopping season, Super Bowl buzz starts earlier every year.
How Lowe's turned its NFL sponsorship into a play for Gen Z
A Talker News survey from 2024 found that 71% of us put off chores, and 76% of us feel guilty about it Lowe's has a potential solution. On Thursday Sept.
Pasta Powerhouse Barilla Helps Itself to Posh Mac and Cheese Upstart Goodles
As further confirmation of Americans’ interest in better-for-you food options—and legacy brands’ eagerness to snap up agile upstarts—Barilla has announced its intent to purchase mac and cheese brand Goodles. Financial terms were not disclosed.
How Lowe's Turned Its NFL Sponsorship Into a Play for Gen Z
A Talker News survey from 2024 found that 71% of us put off chores, and 76% of us feel guilty about it. On Thursday Sept.
ADWEEK’s 2026 Brand Genius Winners Are Changing Their Industries With Creativity and Resilience
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There’s nothing more exhilarating and terrifying at the same time than a new idea. Defying expectations, making a career change to pursue a new passion, or stepping up when others remain on the sidelines begets every kind of attention—and our 2026 Brand Genius honorees are ready for the spotlight. These brands and leaders are changing entire industries through the power of their unique creativity and steadfast resilience.
By Eva Kis Verified, Robert Klara Verified, Alison Weissbrot Verified, Bill Bradley Verified, Lauren Johnson Verified, Brittaney Kiefer Verified, Rebecca Stewart Verified, Christopher Cicchiello Verified, Kendra Barnett Verified, Mark Stenberg Verified, Trishla Ostwal Verified
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Adweek
Verified
ADWEEK's 2026 Brand Genius Winners Are Changing Their Industries With Creativity and Resilience
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Olive & June sold to Helen of Troy, owner of Revlon and HydroFlask, in November 2024 for $240 million. Gibson Tuttle still runs the brand-without a contract. It wasn't the highest bid, she said, but it gave her the most control over its future. Closing the salons was difficult, but the business-funded by Gibson Tuttle and one $10 million equity round-couldn't sustain both. "I had to make a choice of what business I wanted to focus on," she said.
By Eva Kis Verified, Robert Klara Verified, Alison Weissbrot Verified, Bill Bradley Verified, Lauren Johnson Verified, Brittaney Kiefer Verified, Rebecca Stewart Verified, Christopher Cicchiello Verified, Kendra Barnett Verified, Mark Stenberg Verified, Trishla Ostwal Verified
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Yahoo Finance
Verified
Stellantis’ Olivier Francois Steps Down, But Hasn’t Driven Off Into the Sunset Yet
Olivier Francois, the exec behind some of the most ambitious and surprising Super Bowl ads of the last two decades, has stepped down from his dual posts of CEO of Fiat and CMO at Stellantis, ending one of the automotive industry’s longest marketing careers. Arnaud Belloni, who spent 16 years running marketing for Stellantis’ European nameplates before leaving for Renault, will return and assume Francois’ duties.
Fernando Machado Just Let 100 Creators Loose in 50 Chipotle Kitchens
Since his time at Burger King starting in 2014, Fernando Machado has been the marketing force behind some of the most colorful campaigns in QSR, from offering discounted Whoppers to customers near a McDonald’s to showing Burger King restaurants on fire as proof of its flame grilling. On Monday (Aug. 31), Machado debuted his first work at Chipotle since becoming its chief brand officer in April. And true to form, he’s asking his corporate bosses to trust him with a nervy idea.
Ryan Wilson On Why Many Brands Still Don't Know How to Appeal to Black Consumers
"If your first meaningful conversation with Black consumers happens when you're trying to sell them something," Wilson said, "you've probably started too late." - A recent study by the Brookings Institution found that Black-owned employer businesses have blown past the 200,000 mark for the first time ever, collectively accounting for 1.8 million jobs and $249 billion in revenue. But the growth comes despite persistent challenges.
2 Weeks, 4 Brand Apologies. Will Any of Them Make a Difference?
Big brands can be expected to mismanage a product launch or a campaign now and again, but the past two weeks have produced three especially egregious examples of marketing tone deafness—and that’s being generous. Neutrogena responded to Hayden Panettiere’s allegations against the brand four days after her death. Target hastily pulled an offensive Halloween costume off shelves. And Good Good Golf has taken down a video that casually depicted violence toward women.
Wendy’s New Marketing Chief Tariq Hassan Has 3 Big Problems to Solve
As Wendy’s new chief marketing and customer growth officer, Tariq Hassan has about as varied a background as any C-suite would want. After cutting his teeth on the agency side in the ’90s at shops including Leo Burnett, Hassan has held senior marketing roles at HP, Bank of America, PetCo, and most recently, McDonald’s. That varied résumé is likely to serve the exec well because the challenges he faces at Wendy’s are just as assorted.
Tariq Hassan Lands at Wendy’s to Recapture Its Quality Message
Marketing rainmakers rarely go without jobs for very long, and Tariq Hassan is no exception. After stepping down from his post as chief marketing and customer experience officer for McDonald’s in January 2025, Hassan has landed at Wendy’s as chief marketing and customer growth officer. He will report to CEO Bob Wright.
Data Giant SAS’s Deal With Liverpool FC Signals a Broader B2B Shift
It’s a humid Tuesday night in July at the Skylight at the Refinery, the glass-bubble penthouse atop Brooklyn’s old Domino Sugar Factory. Liverpool Football Club (LFC), the $6 billion powerhouse with more than 200 million social-media followers, has invited scores of U.K. super fans and influencers to the unveiling of the team’s 2027 away-game jersey.
It’s Probably Too Late for Neutrogena to Save Itself From the Hayden Panettiere Uproar
A former endorser alleging discrimination is a PR crisis for any brand. But when the allegation comes from a beloved star who’s just died tragically and young, the damage could be beyond repair. That’s the situation in which Neutrogena finds itself in the wake of the untimely death of actress Hayden Panettiere, 36, on Aug. 16.
Samsonite’s $178.5M Béis Buy Is All About Winning Over Gen Z Women
Six years ago, Shay Mitchell told ADWEEK that her luggage brand Béis took a DIY approach to Instagram, shooting pics on the fly and posting them unedited and unfiltered. “It’s more authentic,” Mitchell said at the time. “Social media is over-saturated.” Since then, Béis’ Instagram has gotten pretty slick—and that’s likely to be more the case. On Thursday (Aug.
Before Betting on a New Flavor, Oreo Is Letting Consumers Choose
Packaged food brands take a chance when they put a new product in stores. After selling the retailer on viability, there are shelving fees to pay. Not to mention, the failure rate is high. Fortunately for Mondelēz, its flagship treat Oreo—widely reported as the world’s bestselling cookie brand—largely avoids these risks. But the food behemoth is rolling the dice with its latest promotion, launching today (Aug. 13).
Mummy Pig returns to Kylie Kelce's podcast as Hasbro aims for millennial moms
Since debuting her podcast Not Gonna Lie in 2024, Kylie Kelce has hosted the likes of Hilary Duff, Jennifer Garner, the Backstreet Boys, and her husband, retired Philadelphia Eagles center Jason Kelce. But none have resonated with fans quite like Mummy Pig.
Mummy Pig Returns to Kylie Kelce’s Podcast as Hasbro Aims For Millennial Moms
Since debuting her podcast Not Gonna Lie in 2024, Kylie Kelce has hosted the likes of Hilary Duff, Jennifer Garner, the Backstreet Boys, and her husband, retired Philadelphia Eagles center Jason Kelce. But none have resonated with fans quite like Mummy Pig.
Marketers Are Being Pushed to Use AI, But Not Taught How
Cynthia Chen, founder and CEO of fintech firm Kikoff, spends a lot of time thinking about AI—and making sure her employees are doing the same. “We take a lot of effort to educate team members on different AI use cases,” Chen said, pointing to the company’s “AI Days” that focus on using the tech for productivity as well as understanding compliance and regulation.
Coke and Visa score, Adidas and McDonald's fumble on pricey World Cup sponsorships
Now that quarterly earnings results are in for many of the brands that spent an estimated $2.8 billion to be an official sponsor of the 2026 World Cup, the question for marketers is: Did they get their money's worth? The answer is a mixed bag, depending who you ask. The Winners The world cup seemed to be a win for Coca-Cola, which saw net revenues go up by 7% in Q2 to $13.4 billion.
Coke and Visa Score, Adidas and McDonald’s Fumble on Pricey World Cup Sponsorships
Now that quarterly earnings results are in for many of the brands that spent an estimated $2.8 billion to be an official sponsor of the 2026 World Cup, the question for marketers is: Did they get their money’s worth? The answer is a mixed bag, depending who you ask. The Winners The world cup seemed to be a win for Coca-Cola, which saw net revenues go up by 7% in Q2 to $13.4 billion.
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