The February 22, 2021 Ad Age Digital Edition is now available for download.
 

In this issue, how marketers can make the most of SXSW Online, the first festival to feel the impact from COVID-19, that's now a testing ground for virtual brands, and elaboate promotional pieces aimed at influencers get a big upgrade. Plus:

5 QUESTIONS WITH YADIRA HARRISON

Verb’s co-founder discusses creating intimate brand events and building an experiential business in a pandemic. And while tactile interactions between brands and consumers may have halted in March 2020, she says, brand events were due for a realignment with purpose and authenticity.

WHY MARKETERS FLOCK TO CLUBHOUSE TO TOUT THEIR EXPERTISE—AND BRANDS

In the past month, marketing leaders have joined the invite-only Clubhouse audio app to lead often-spontaneous talks on everything from the Super Bowl 5-second Reddit ad to best practices on social tracking, content marketing and productivity hacks

AFTER REBRANDING AUNT JEMIMA, QUAKER FOODS MUST WALK THE TALK

With Aunt Jemima’s rebranding as Pearl Milling Company officially underway, the brand faces a daunting task—trying to erase ties to a racial stereotype while hoping to hold onto the heritage that has kept it as a leader in the pancake category for more than a century.