Apple’s Snowbrawl; Agency of the Decade: Wednesday’s First Things First

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Welcome to First Things First, Adweek’s new 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.

Apple Flexes the iPhone 11 by Using It to Film a Hollywood-Worthy Snowball Fight

To show off the iPhone’s camera, Apple has been executing its “Shot on iPhone” campaign for years. Just this year, the brand has touted the iPhone using bands, hockey players and the fury of of Mother Earth. The latest iteration of the campaign debuted yesterday with an epic snowball fight that starts when an older brother steals a teddy bear from his sister. What’s the best way to make a snowball fight a cinematic-level event? Hire the director behind hits like Deadpool 2 and Atomic Blonde and the cinematographer who won an Oscar for his work on 2007’s There Will Be Blood.

Watch it: See the clash of the winter and get a behind the scenes look at how Apple made the film.

Agency of the Decade: Droga5

From 80 employees to 500. From $14 million in revenue to $200 million. Droga5 grew from an agency that couldn’t seem to land prestigious creative agency of record wins to one that launched some of the best campaigns in modern marketing, including our 2016 Ad of the Year, “Rule Yourself” about Michael Phelps and IHOB for IHOP, which quadrupled burger sales.

Read more: What’s ahead for Droga5? It’s a new era for the 2020s under Accenture Interactive.

Creative Leader of the Decade: Colleen DeCourcy

When Collen DeCourcy entered the ad business in 1986, she started as a receptionist. Over 25 years later, she had the eye of Dan Wieden, who would later install her as the creative leader of Adweek’s Global Agency of the Year in 2017 and two-time reigning U.S. Agency of the Year. Along the way, DeCourcy stood up for women, outing herself as the author of an anonymous “Confessions of a Female Ad Exec.”

Read more: DeCourcy’s path should inspire every creative.

Virtual MVPDs Were Supposed to Help Save the TV Industry—What Went Wrong?

Hulu + Live TV entered the market at $40 in 2017. It’s now $55. DirecTV Now was supposed to be the company’s foundation for the future. It debuted at $35. It’s now $65. PlayStation Vue is dead after nearly five years. Carriage rights are costly, which are driving those price increases—and those price increases are driving away new customers. With the Great Streaming War of 2019 unfolding, consumers are flocking to streaming services with massive libraries.

Read more: There is some good news for virtual MVPDs, but it may not be enough to save the struggling industry.

Best of the Rest: Today’s Top News and Insights

What can younger employees do to impress their boss’s boss?

Rachel Williams, product marketing manager, Outbrain

Speak up and be curious and ask thoughtful questions. Executives need people who are going to challenge their ideas in a way that expands their own knowledge. By bringing alternatives perspectives to the conversation you’re opening them to new possibilities of what your company is capable of.

Don Scales, CEO, Investis Digital

Be innovative. It’s not about coming up with an idea that will change the direction of the company but to think of new ways of doing things that will maximize efficiency and minimize redundancies in work effort.

Andrew Tracy, co-founder, One Thousand Birds

I continue to be impressed with younger employees who find ways to engage the larger team in a new way. Whether it’s how we structure workflow on an unconventional project, or how we can engage teams in different offices to come up with the best possible idea. It’s extremely collaborative but also a sign of an independent thinker.

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