Paul Hiebert

New York

Deputy Editor, Data and Insights at Adweek

Deputy Editor, Data & Insights @Adweek [email protected]

Articles

As Tesla's Favorability Dips Below Zero, EV Maker Rivian Drops Its First Major Ad Campaign

1 week ago | finance.yahoo.com | Kathryn Lundstrom |Paul Hiebert

Unlock stock picks and a broker-level newsfeed that powers Wall Street. Kathryn Lundstrom, Paul Hiebert Thu, May 1, 2025, 1:00 PM 3 min read Rivian's first spot stars an innovative lemonade slinger. - Rivian Electric truck brand Rivian has launched its first national brand campaign.
CPGs Talk Tariffs, Price Hikes, and Marketing Budgets as Consumer Confidence Drops

2 weeks ago | adweek.com | Paul Hiebert

We deliver! Get curated industry news straight to your inbox. Subscribe to Adweek newsletters. Few industries have better insight into the day-to-day changes in consumer attitude and behavior than the makers of toothpaste, toilet paper, and potato chips. Below are highlights from Q1 earnings calls that took place this week with executives of major consumer packaged goods companies, as they navigate a rapidly changing economy.
More Women, Flat Wages: How the Ad Industry Evolved In 2024

3 weeks ago | adweek.com | Paul Hiebert

We deliver! Get curated industry news straight to your inbox. Subscribe to Adweek newsletters. Although dollars spent on advertising have increased in recent years, jobs across the ad industry have not. Figures from the U.S. Bureau of Labor Statistics show 492,800 people worked in advertising, public relations, and other related services in January 2019. By December 2024, following a drop and rise during the pandemic, the number of employees totalled 496,700—a difference of less than 1%.
US Digital Ad Spend Climbed to $259 Billion in 2024

3 weeks ago | adweek.com | Paul Hiebert

We deliver! Get curated industry news straight to your inbox. Subscribe to Adweek newsletters. Advertisers poured a recording-breaking amount of money into U.S. digital media last year. In total, brands spent $258.6 billion on online ads in 2024, up 15% compared to 2023, according to a new report from industry trade group the Interactive Advertising Bureau (IAB) and professional services firm PwC. The Summer Olympics and presidential election helped fuel the growth.
Infographic: What Is a Chief Marketing Officer, Anyway?

1 month ago | adweek.com | Paul Hiebert

We deliver! Get curated industry news straight to your inbox. Subscribe to Adweek newsletters. As the way people shop and consume media continues to change, so does the role of chief marketing officer. Case in point: Just 40% of top marketers at Fortune 500 companies go by “chief marketing officer.” Some now have terms such as “growth,” “strategy,” or “communications” in their title alongside “marketing.” Others don’t use “marketing” at all.
Thought Leadership Is Doing a Lot of Following These Days

1 month ago | adweek.com | Paul Hiebert

We deliver! Get curated industry news straight to your inbox. Subscribe to Adweek newsletters. Many companies—from Pinterest to Hootsuite—publish trend reports for similar reasons. They position company executives as industry experts. They can collect email addresses, which may lead to more sales. They’re great for generating earned media. As more companies embrace trend reports as a marketing tool, the competition for people’s time and attention increases.
4 Charts That Prove The White Lotus Effect Is Real

1 month ago | yahoo.com | Rebecca Stewart |Paul Hiebert

Each season of HBO’s White Lotus drops a new ensemble of toxic, rich, entitled people in a sunsoaked destination. For season three, Thailand served as the backdrop for the power struggles, backstabbing, sexual tension, and murder(s)-no spoilers here-that keep fans coming back for more. The first and second seasons of the series pulled in nine and 15 million viewers, respectively.
EXCLUSIVE: Most Americans Don't Care If TikTok Shuts Down

1 month ago | adweek.com | Paul Hiebert

We deliver! Get curated industry news straight to your inbox. Subscribe to Adweek newsletters. Despite several companies vying to acquire TikTok’s U.S. business ahead of a potential ban, most Americans are indifferent to the outcome. About two-thirds of the general public isn’t concerned about the short-form video app possibly shutting down in the United States. The remaining one-third are either very or somewhat concerned.
EXCLUSIVE: Most Americans Don't Care If TikTok Shuts Down

1 month ago | yahoo.com | Paul Hiebert

Despite several companies vying to acquire TikTok’s U.S. business ahead of a potential ban, most Americans are indifferent to the outcome. About two-thirds of the general public isn’t concerned about the short-form video app possibly shutting down in the United States. The remaining one-third are either very or somewhat concerned. When posing the same question to a subset of the population who use TikTok each day, however, the response is inverted: 61% are concerned, while 39% are not.
TikTok CPMs Dropped During US Ban Extension

1 month ago | adweek.com | Paul Hiebert

We deliver! Get curated industry news straight to your inbox. Subscribe to Adweek newsletters. As acquisition talk gets louder and more frequent in the days leading up to April 5, when the extension on TikTok’s U.S. ban is set to expire, new data illustrates a period of uncertainty for the popular app. Figures from Varos, a benchmarking firm that tracks digital ad spend, show TikTok’s U.S. cost-per-thousand-impressions (CPMs) have seen double-digital declines throughout 2025.