Top 5 Watchable Brands® Advertising Week Edition 2024
by Alona Elkayam
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Watchable Brands provides a clear framework for navigating a marketing landscape where audience loyalty can be as unpredictable as Rebecca in Crazy Ex-Girlfriend. This week, I reveal Advertising Week’s (Oct 7-10) most watchable brands based on this criteria.
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Made With Love By Tom Daley
This was brand love at first sight.
Made with Love, founded by retired Olympic diver Tom Daley, embodies the essence of a watchable brand through consistent storytelling and vibrant community. The brand originated from Daley's experience in the isolated 2020 Tokyo Olympic Village during the pandemic, where he turned to knitting. This creative pursuit led to a mission to reawaken the craft movement with knitting at the heart.
With an always-on editorial calendar, Made with Love consistently delivers craft-driven moments across various platforms. From his free Google Book, Getting Hooked, to sharing exquisite creations from the community (you have to watch this) and meaningful collaborations with partnerships like Loose Ends—committed to “finishing handwork projects loved ones left behind”—this brand is truly made with love.
The brand offers beginner-friendly kits and branded merchandise, creating a personalized journey that resonates deeply with crafters of all skill levels. Made with Love positions itself as a trendsetter, reawakening the crafting movement through the most unsuspecting person—a 30-year-old retired diver.
This combination of powerful storytelling and community engagement transforms casual viewers into dedicated fans, solidifying its status as a watchable brand.
Takeaway: Where the brand stops, the community takes over. A brand can only do so much, but your community can fill in the gaps and amplify your brand's reach tenfold.
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AMC Networks
Yes, I know they’re a network, but it’s important to compare how and why a network is watchable and how you can mirror that with your start-up or legacy brand.
AMC Networks is a standout watchable brand, driven by a deep understanding of its audience and a commitment to authentic storytelling. As Kim Kelleher, Chief Commercial Officer, highlights, AMC prioritizes audience feedback over algorithm-driven decisions, ensuring that the content resonates on a deeper level.
As one of the few independent networks, AMC employs a unique partnership model, collaborating across platforms—from Discovery to Netflix—to enhance audience engagement. This creative experimentation comes to life on their Instagram, where their tagline, "Where Walkers interview Vampires, Witches get Lucky, and Dark Winds call Saul," showcases strategic cross-pollination of their beloved properties.
Their most successful amplification strategy is the month-long Fear Fest in October. It’s a celebration of all things horror, offering over 700 hours of chilling programming. The Walking Dead Universe, featuring hit spin-offs like Fear the Walking Dead and Daryl Dixon, highlights AMC's ability to craft compelling serialized narratives that keep audiences hooked. Additionally, their ventures into video games, such as The Telltale Series, enrich the brand experience and invite fans to dive deeper into the worlds they love.
AMC’s playful marketing strategies, including their fun Labor Day honor post or their Mobathon, reflect a deep understanding for connecting culturally with viewers. When moments arise, like Charlie XCX's "Brat Summer," AMC is quick to seize the opportunity, branding it for their Vampire Diaries series and showcasing their trendsetting prowess in “Brat Prince.”
Takeaway: Know your audience. Deeply. Invest equally in nurturing your loyal fan base, and acquiring new audiences. Culture-driven content is where they meet.
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WNBA
The WNBA has officially gone "supernova." As noted just yesterday in the Wall Street Journal, "Team owners, players, and league leaders had been hoping and plotting for women’s basketball to go supernova. This year, they got their wish."
As a small forward with a lot to say, I feel vindicated.
On stage at Advertising Week, Phil Cook, the WNBA's CMO, highlighted the league's journey which aims to create an inclusive community for fans while celebrating its impressive growth. Since its inception in 1996, the league has evolved significantly, achieving record attendance of over 1.5 million fans and a remarkable 31% increase in viewership for the 2023 season. Key moments, such as the Las Vegas Aces winning their first championship in 2022 and Brittney Griner’s return to the court, have catapulted the WNBA into the national spotlight, establishing it as a cultural powerhouse.
LeBron James tweeted yesterday, "It’s long overdue," praising the league's breakout season and its stars like Diana Taurasi, Breanna Stewart, Napheesa Collier, and A’ja Wilson, whom he calls “the head honcho of the league.”
The WNBA's growth stems from the passionate following of collegiate athletes, where fans begin their journeys with talents like Caitlin Clark and Aliyah Boston. Newcomers to the league are welcomed through the "Welcome to the W" program, a bold introduction to what to expect and how to experience the WNBA. The best-selling orange hoodie featuring the WNBA logo has become a rallying cry for fans and a high-brow trend.
Historically, the WNBA faced challenges due to inconsistent broadcasting, limiting its ability to attract and retain fans. However, recent partnerships and improved media coverage have enhanced visibility, allowing the league to cultivate a strong community of supporters. By showcasing players as cultural icons and implementing engaging marketing campaigns, the WNBA has transformed into a must-watch experience. As the league continues to evolve, it remains committed to fostering a welcoming environment that celebrates both its athletes and the fans who support them.
It took the WNBA 28 years to achieve equal footing with the NBA. Tapping into a player-forward mentality, pressuring the media for equal airtime, and focusing on player storytelling got them there.
Takeaway: It’s easy to get lost in the editorial calendar and forget about customer experience: Helping audiences understand how to engage with your brand. Also, merch is not just "merch ado about nothing." Having merch is part of humanizing your brand.
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Advertising Week
Yes, I selected Advertising Week as one of the most watchable brands at Advertising Week.
As Advertising Week marks its 20th anniversary, it’s not just an event—it’s a vibrant community. Founded by Matt Scheckner and Lance Pillerdorfer in 2004, this festival creates intimate spaces where meaningful connections thrive.
Starting in New York City, Advertising Week has blossomed into a global phenomenon, bringing together industry leaders in LATAM, Asia, and Europe.
Each year, the festival unfolds like a gripping series, with panels that dive into trends and innovations that shape our world. AW360, the brand's content hub, offers year-round journalism on everything from AI to diversity where inspiring voices share their journeys and insights, keeping the conversation alive long after the festival ends.
Matt Scheckner in the Advertising Week official the kickoff panel, with guests Tim Armstrong, Susie Essman, Claudia Romo Edelman, and Kimberly Kelleher, spent the first few minutes acknowledging the tragic events of October 7, reinforcing the festival's commitment to understanding some of our industry's silent contextual forces affecting mental health. Claudia Romo Edelstein perfectly captured the spirit of the bigger vision for our industry: “The role of media and advertising platforms is to close the humanity gap and use days like today to emphasize that racism and xenophobia have no place in today’s society. Tolerance leads to acceptance.”
With nearly 15 podcasts and a treasure trove of resources, Advertising Week is a feast for the curious mind. “Advertising Week has always been about looking at what’s next,” and this year is no different”, reinforced Advertising Week’s President Ruth Mortimer. Initiatives like the Future is Female awards, sponsored by Spotify, and new scholarships for women signal a strong commitment to fostering change.
Advertising Week isn’t just a festival; it’s an exhilarating journey into the future of our industry, inviting everyone to join in the conversation and celebration.
Takeaway: If you're launching a new brand, start small, invest incrementally in meaningful partnerships, and put your people and audience first. The most watchable brands are the most human brands.
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Female Quotient
As The Female Quotient celebrates its 10th anniversary—beginning its inspiring journey at CES—Shelley Zalis didn’t just launch a brand; she ignited a powerful movement. Statistics back up this essential mission: Companies with greater gender diversity are 15% more likely to outperform their peers. With a fierce commitment to elevating women’s roles in the workplace, Zalis is on a mission to dismantle barriers and amplify voices in industries where women have too often been sidelined.
At monumental events like Cannes Lions and Advertising Week, The Female Quotient boldly declares that women are not only qualified—they belong at the table. The Equality Lounge transforms these gatherings into vibrant hubs of connection, collaboration, and innovation, turning conversations into impactful actions.
But the celebration of women doesn’t stop at conferences! Every day, The Female Quotient honors milestones that matter. For instance, just yesterday marked the anniversary of the then-groundbreaking 1974 bill that allowed women to secure credit cards without needing a male co-signer (!?&!?). And let’s not forget the incredible Simone Biles, who took a stand for mental health in the 2020 Tokyo Olympics only to declare victory in 2024.
The Female Quotient’s unwavering celebration of community is their heart beat and reason for being. They capture the pulse of their supporters with wrap-up posts from Advertising Week, showcasing the best tweets that light up the conversation. Their “Overheard at Advertising Week” posts are pure gold, spotlighting the buzz and excitement generated within their network.
During Advertising Week 2024, The Female Quotient electrified the atmosphere with standout panels in the Equality Lounge, including “The Evolution of Luxury,” which explored how brands can embrace inclusivity and diversity to redefine their luxury offerings. Another impactful session, “Mastering the Art of Prioritization,” provided invaluable insights into balancing personal and professional priorities—a crucial topic for women navigating today’s fast-paced world.
Takeaway: Focus on creating inclusive spaces for meaningful conversations, celebrate your community’s achievements, and consistently highlight relevant issues that resonate with your audience.
Thank you Advertising Week. Want to learn more about Watchable Brands? Here’s the primer. Need brand therapy? Reach out.
