Paul Hiebert

New York

Deputy Editor, Data and Insights at Adweek

Deputy Editor, Special Projects @Adweek [email protected]

Articles

More Women, Flat Wages: How the Ad Industry Evolved In 2024

2 days 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

1 week 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?

2 weeks 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

2 weeks 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

2 weeks 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

2 weeks 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

2 weeks 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

3 weeks 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.
Climate Change and Inflation Targeting Frameworks

3 weeks ago | cepweb.org | Timothy Lane |Paul Hiebert |Pierre Monnin

Upcoming: 14 April 2025 | 18.00 CET | Online | Co-hosted with E-axes Forum Monetary, Webinar | Tags: Central Banks, Climate Risks, Financial Stability, Inflation CEP and E-axes Forum are co-hosting a webinar on climate change and inflation targeting frameworks. The webinar will address how monetary policy can adapt to a world where negative supply shocks caused by climate change as well as the introduction of carbon taxes may intensify persistent inflationary pressures. Alexander M.
CEOs Like CMOs, But Aren't Always Confident They Can Deliver

1 month ago | adweek.com | Paul Hiebert

Social media is evolving. Are you adapting? Connect with a community of brand pros and content creators at Social Media Week, May 12–14 in NYC, to learn how to keep pace with new trends and technology. Register now to save 20% on your pass. The good news: Chief executive officers trust their chief marketing officers more than they did in the past. The bad: This change in relationship hasn’t necessarily resulted in more credibility for marketing as a function.