The 2020 event, Shoptalk’s fifth, will include execs from brands such as Lowe’s, Kellogg’s, Pizza Hut and Birchbox; last year’s Las Vegas-based conference attracted more than 8,000 attendees. Diversity of speakers is an issue many conference organizers have struggled with. Two years ago, CES, the tech trade show held every January, got backlash for failing to include any female keynote speakers in its lineup. Shoptalk’s all-female push is a one-time thing: Aggarwal says that starting in 2021, the stage will be evenly split 50-50 with female and male speakers.
Toyota's new oracle
A marketing analytics company co-founded by actor Edward Norton that got its start in the entertainment business is branching out into other sectors after inking a new deal with Toyota. EDO, which stands for Entertainment Data Oracle, is one of a growing number of vendors that are applying advanced metrics to TV ad performance in an attempt to give advertisers more analytics than what Nielsen provides.
EDO says its technology monitors every ad that airs on linear TV and measures “minute-by-minute changes in anonymous, aggregated online search actions to understand consumer intent on a granular level.” The vendor, which has deals with major movie studios, says Toyota is its first major non-entertainment client. Toyota struck a longer term deal after piloting EDOs technology to measure one of its Super Bowl ads. “It helps us quantify with more confidence the impact that our TV advertising is having on brand consideration,” says Vinay Shahani, VP of integrated marketing operations at Toyota Motor North America.
Lipton took the stressors of the holiday season and turned them into packs of free tea. The limited-edition teas available on the brand’s website have names highlighting some of the bad moments of the winter, such as colds, and the good, such as holiday cookies. The “Reali-Teas,” as Unilever’s Lipton calls them, are renamed versions of its wellness teas (green tea, bedtime bliss, etc.) with holiday names. They include “Dealing with Relatives,” “Finding the Perfect Present,” “Holiday Party Overload,” “Ho Ho Holiday Travel,” “Last Minute Shopping,” “Silent Night, Sleepless Night,” “‘Tis the Sneeze’n,” and “Whole Lotta Holiday Cookies.” The first batch was snatched up in less than 24 hours so the brand says it is working on a second limited amount of the eight teas.