Famous people making their own products and companies and using their online reach to launch and grow those businesses is a combination of art and commerce that is 10 – 15 years old at most, Rihanna’s Fenty Beauty is only five years old, but it’s redefined the industry and helped make her a billionaire. This kind of marketing is essentially new. Specifically, the enormous community around Selena Gomez, who, again, is an international superstar with a fandom of her own. Rare Beauty sells its products online and in Sephora retail stores, and importantly, Katie does almost no traditional marketing: Rare Beauty is a true internet brand, that depends on social media strategy, influencer marketing, and community to drive sales. Katie Welch is the Chief Marketing Officer of Rare Beauty - the beauty products company founded by superstar musician and actress Selena Gomez. And our Executive Producer is Eleanor Donovan. Our Editorial Director is Brooke Minters.

The Decoder music is by Breakmaster Cylinder. Today’s episode was produced by Creighton DeSimone and Jackie McDermott. How Selena Gomez's Rare Beauty Goes Viral, With CMO Katie Welchĭecoder is a production of The Verge, and part of the Vox Media Podcast Network. Mover Over Millennials - Here Comes Gen Z Coming off our conversation last week with Katie Welch about building a brand from the ground up using influencer marketing and potentially never hiring an ad agency, I wanted to get a view from the other side: how does a big ad agency work? Where does their money come from? So many of the big agencies are merging into what are called holding companies – why is Wieden still independent?īud Light puts creative account up for review after years with Wieden+Kennedy They’ve done campaigns for Coke, Miller, Microsoft, ESPN – you name it. Weiden is the agency that came up with Just Do It for Nike and Bud Light Legends for Bud Light.

This week I’m talking to Neal Arthur, the CEO of Weiden and Kennedy, one of the few independent major ad agencies in the world, and maybe the coolest one? It’s got a rep. And when we talk to creators, they’re even more tied to ads: their distribution platforms like TikTok and YouTube are all ad-supported, and a huge portion of their revenue is ads. Google’s entire consumer business is ads.

And so you take out an add on a platform and, well, the platform companies we all depend on mostly run on ads. After all you can start a company and invent a great product, but you still need to market it: you need to tell people about it, and eventually convince them to buy it. One thing that strikes me, in all these episodes of Decoder, is how little any of us really pay attention to the advertising industry, and how deeply connected it is to almost other every modern business.

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