Katie Deighton

New York

I write, I read, I wear gold hoop earrings. Reporting on all things advertising and design for the @WSJ; forever perfecting my blowdry and Desert Island Discs.

Articles

Exclusive | Droga Steps Down as CEO of Accenture Song, the Marketing Unit He Helped Build at Consulting Giant

1 week ago | wsj.com | Katie Deighton

David Droga’s sale of his namesake agency to Accenture in 2019 gave momentum to consultancies’ move into marketing servicesDavid Droga, one of the last remaining boldface names from the creative heyday of the advertising industry, is retiring from the daily grind. Sort of. Consulting giant Accenture on Wednesday said Droga will step down as chief executive of Accenture Song, the unit it describes as a tech-powered creative division, on Sept. 1 after four years in the role.
Nespresso Lightens Up Its Marketing to Win Gen Z’s Cold Coffee Drinkers

1 week ago | wsj.com | Katie Deighton

Changing tastes are pushing a brand synonymous with middle-aged sophistication to get more playful—and supplement George Clooney with a younger spokespersonCoffee-machine maker Nespresso wants younger Americans to know that it gets them—and their obsession with ice. The Nestlé unit has spent more than a decade in the U.S. evangelizing hot espresso-based drinks with ad campaigns targeting older adults by evoking European sophistication and starring actor George Clooney.
Away, an Original Internet Darling, Will Sell Its Luggage in More Places

3 weeks ago | businessandamerica.com | Katie Deighton

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Away, an Original Internet Darling, Will Sell Its Luggage in More Places

3 weeks ago | wsj.com | Katie Deighton

In a press release, Rubio described Schinazi as the right leader for Away because of her focus on operations. “This transition is a natural next step for Away,” said Rubio, who has built a luxury real-estate portfolio with her husband, Slack co-founder Stewart Butterfield. This week, Away began selling some of its suitcases and bags on Amazon’s U.S. website.
Peloton Slashes Marketing Again in Hard Play for Profitability

4 weeks ago | wsj.com | Katie Deighton

In the quarter ended March 31, Peloton’s marketing and advertising spending fell to $61.04 million from $113.04 million a year earlier, while overall sales and marketing spending dropped to just under $107 million from around $170 million, the company said. Peloton reported a net loss of $48 million, an improvement on the $167.3 million net loss reported in the quarter a year prior. Revenue declined 13%, in line with analysts’ consensus, but the company’s shares still tumbled after the results.
The Headline Act at Live Nation’s Las Vegas Pop-Punk Festival? 7-Eleven

1 month ago | wsj.com | Katie Deighton

The brand will set up a “hangout” area at the Las Vegas event, handing out free Slurpee drinks in a space decorated to channel “early 2000s emo energy.” But it will also see its name in lights on the 7-Eleven Stage, as the main stage will be christened, and in marketing materials for this year’s festival, which will be called When We Were Young Presented by 7-Eleven.
Private Equity Sets Up Shop on Madison Avenue

1 month ago | wsj.com | Katie Deighton |Rod James

In the past year Interpublic Group, one of the world’s largest advertising holding companies, sold two of its buzziest agencies—Huge and R/GA—to private-equity firms. Insignia Capital Group bought audio-focused agencies Oxford Road and Veritone One, and Shamrock Capital Advisors invested in De-yan, an artsy experiential and design firm that has worked with Louis Vuitton and Versace.
Three Factories, $355,000 and the Maddening Quest to Make a Clear Can

1 month ago | wsj.com | Katie Deighton

Little did they know Orka was still struggling to complete the packaging for mass production. A year after the TikTok post, founders Michael Moriarty and Nash Hale had nearly depleted the company’s bank account trying to keep their cans from falling off industrial canning lines or breaking apart. “That was probably the lowest moment,” said Moriarty, now 28 years old.
Twinkies’ New Owner Courts a Novel Group of Snackers: Stoners

1 month ago | wsj.com | Katie Deighton

“Hostess maybe wasn’t quite as relevant or had gotten a little tired from a brand standpoint,” said Smucker Chief Marketing Officer Gail Hollander, adding that Twinkie the Kid is alive but “taking a siesta.”Part of the strategy includes moving Hostess closer to popular culture, including 4/20 celebrations, Hollander said.
Twinkies’ New Owner Courts a Novel Group of Snackers: Stoners

1 month ago | wsj.com | Katie Deighton

J.M. Smucker is sending a “Munchie Mobile” on a road trip leading up to the unofficial holiday of cannabis on April 20 to promote Hostess brands like Twinkies, Ding Dongs and Donettes. It is a departure from Hostess marketing in its pre-Smucker era, when its sweet baked goods were advertised largely with families and children in mind, using cartoons and characters like Twinkie the Kid.