The Weirdness of The Richards Group; 5 Reasons Quibi Failed: Friday’s First Things First

The Weirdness of The Richards Group; 5 Reasons Quibi Failed: Friday's First Things First

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be posting the content every morning on for First Things First (like in this post). However, if you’d prefer it straight to your inbox, you can sign up for the email here.

Stan Richards’ crisis highlights his polarizing way of running an agency

Long before the Richards Group’s founder, Stan Richards, caught national attention and sparked a wave of customer exits when he said a Motel 6 campaign concept was “too black,” he was known for having a punctuality-obsessed and sometimes gender-sensitive corporate culture to accomplish. Adweek heard this from five former employees, and we found it on the agency’s Glassdoor reviews.

The good, the bad and the “weird”: According to reports, Richards only invited male employees out on fishing or ski tours, which apparently increased their chances of promotion.

Why Quibi Failed: 5 Reasons the Short Form Streamer Dipped So Fast

The pandemic definitely didn’t help Quibi, but its fall, announced on Wednesday just six months after it started, was mainly due to marketing errors and a lack of understanding of the mobile audience. Unlike other streamers who have been more successful, Quibi has prioritized the branding and shorthand concept itself rather than marketing the actual programming – when content is the main reason consumers choose streaming platforms.

And this content had problems: None of the 50 original series were outstanding hits.

Connected: Quibi’s mistakes have been a hot topic since the announcement, and strategist Moshe Isaacian speaks with his additional mistakes regarding community, engagement, and social traits.

Special Olympics New York pays homage to classic Nike ads to showcase its athletes and raise funds

Nonprofit Special Olympics New York is celebrating its 50th anniversary in a new ad that clearly highlights the lack of corporate support for athletes with disabilities. A clear visual tribute to iconic sports marketing campaigns from brands such as Gatorade, Nike and Budweiser, the ad invites companies to boldly sponsor Special Olympians at the state and regional levels, as would high-profile athletes.

See: “Let me win. But if I can’t win, let me be brave.”

Oregon’s School of Journalism examined the diversity of advertising agencies and the numbers are grim

New research from the University of Oregon’s School of Journalism and Communications shows the number of non-white employees, female employees, and non-white employees at U.S. advertising agencies. The long and short of it is, the industry has work to do:

  • Over 60% of the agencies consist of less than 50% women
  • Overall, almost 75% are made up of less than 25% non-whites
  • And perhaps most notably, over 90% of agencies are made up of less than 25% non-white women.

An opportunity to change: Discover more data and learn how it was collected:

The latest news in Job Moves:

  • Calvin Klein hired Linh Peters as global CMO, a position that had not been filled in nearly a year after Marie Gulin-Merle left the position of marketing director for Google Ads.
  • Atlas Obscura’s board of directors has been expanded to include former Marriott global marketing officer Karin Timpone and former HuffPost editor-in-chief Lydia Polgreen.

More current news and highlights

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