Image of Oreo

The vault was placed down the road from Svalbard International Seed Vault in Norway.

Headshot of Jess Zafarris

By Jess Zafarris

7 seconds ago

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.

How Oreo Ended Up Building a Doomsday Vault That Fans Voted the Best Ad Stunt of 2020

It was a long and arduous journey, filled with dramatic upsets, astonishing twists and unlikely victors—but Adweek’s 2020 Ad of the Year Reader’s Choice bracket winner emerged yesterday. After amassing a stunning army of Twitter fans, Oreo’s Doomday Vault claimed the final victory against the Wisconsin Democrats’ (also impressive) virtual Princess Bride cast reunion. The Global Oreo Vault is a real asteroid-proof facility built in Svalbard, Norway, to protect the Oreo recipe—though thanks to this bracket, Steak-Umm might ultimately be stored there as well.)

Peer inside the vault: What lengths would YOU go to save your cookies from a catastrophic event?

Adweek Exclusive: Publishers Predict Revenue Growth in 2021

It’s been a tough year for media publishers, but for the most part that hasn’t subdued their optimism for what’s ahead in 2021, according to an Adweek survey. Those with the resources are anticipating new opportunities in CTV, commerce and virtual events. In fact, overall, 71% of publishers foresee positive financial growth in 2021. 

Explore the data: Learn what they’re planning to capitalize on a sunny outlook.

NFL, NCIS, FBI Among 2020’s Most-Watched Shows

Per Nielsen ratings, football proved to be among the most-watched telecasts and regular series in 2020—which isn’t anything new. The majority were football games and postgames, with Super Bowl 54 leading with 102.01 million viewers on Fox. Also among the most-watched included Blue Bloods and Young Sheldon on CBS and Chicago PD and This is Us on NBC.

Here’s what drew the most viewers this year. 

Agency News & Updates

  • Disney awarded media buying and planning responsibilities in the U.S. for streaming service Hulu to Publicis’ Disney-dedicated Publicis Imagine
  • Heineken USA has appointed Sid Lee as its U.S. creative agency of record. 
  • After laying off 20% of its staff earlier this years due to Covid-19 impacts, Giant Spoon has hired Kenny Mac as vice president of strategy, with the goal of helping  clients better reach and connect with multicultural audiences.
  • Belinda Smith has joined global media network m/SIX as Americas CEO, a new role at the agency overseeing the agency’s operations in the U.S., Canada, Mexico, Argentina and Uruguay.
  • VMLY&R promoted Allison Pierce to global chief creative officer across the agency’s Intel team, and named Mel Routhier CCO of the WPP Walgreens team.

9 CMOs on Elevating Brand Purpose to a Business Imperative

In the age of authenticity and consumer connection, purpose is more important than ever. We asked nine top CMOs to share with us exactly what that means and how brands and leaders can achieve it. Among the key themes that emerged was an imperative to root purpose within your brand’s people and business plan, and living out purpose through clear action that drives tangible societal change.