Project Worldwide's bet on gaming

Hello and welcome to Insider Advertising for March 19. I’m senior advertising reporter Lauren Johnson, and here’s what’s going on:

  • Project Worldwide’s bet on gaming.
  • YouTube launches Shorts.
  • Teen Vogue incoming editor-in-chief resigns.

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Tips, comments, suggestions? Drop me a line at [email protected] or on Twitter at @LaurenJohnson.

Project Worldwide

Advertising company Project Worldwide just acquired a specialty agency to help clients like Pepsi capitalize on the red-hot gaming business

  • Patrick Coffee reports that ad holding company Project Worldwide acquired gaming specialty agency OS Studios.
  • Project Worldwide wants to help big clients like Pepsi enter the fast-growing gaming business.
  • Esports revenue is predicted to approach $2 billion by 2022, mostly through ads and sponsorships.

Read the story.

YouTube

YouTube’s TikTok rival, Shorts, is launching in the US. A lead exec breaks down its key features and plans.

  • Amanda Perelli wrote about YouTube’s TikTok competitor, Shorts.
  • YouTube rolled out a set of features on Thursday that let users create and share short-form videos.
  • Todd Sherman, the product lead for YouTube Shorts, said that YouTube plans to continue to improve the feature into a monetization tool for creators.

Read the story.

Alexi McCammond is jumping from Axios to lead Teen Vogue amid a turbulent early 2021.Michael S. Schwartz/Getty Images

Teen Vogue’s incoming editor-in-chief has resigned after old anti-Asian tweets sparked a staff backlash

  • Incoming Teen Vogue editor-in-chief Alexi McCammond is leaving the publication.
  • Staff at the magazine condemned tweets mocking Asians McCammond posted in 2011.
  • Ulta Beauty paused ad spending at Condé Nast due to the fallout from McCammond’s tweets. 

Read the story.

More stories we’re reading:

  • Shake Shack founder Danny Meyer has started a SPAC. Its CEO describes exactly the type of company — and the valuation — he’s looking for in a company to take public. (Insider)
  • SeatGeek is reviewing its partnership with YouTube star David Dobrik after a rape allegation was made against a former Vlog Squad member (Insider)
  • UK social media influencers warned over ad rules breaches (The Guardian)
  • NFL finalizes new 11-year media rights deal, Amazon gets exclusive Thursday Night rights (CNBC)

Thanks for reading and see you on Monday! You can reach me in the meantime at [email protected] and subscribe to this daily email here.

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