YouTube cleans up offensive videos, Hulu gets fresh look: Wednesday Wake-Up Call

Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. If you’re reading this online or in a forwarded email, here’s the link to sign up for our Wake-Up Call newsletters.YouTube safety

On Tuesday, YouTube released new numbers outlining how much hate speech, violence, sexual material and other content it removed in the second half of 2020. Google’s community report estimates about 16 to 18 videos out of every 10,000 are inappropriate. The report is similar to one that Facebook releases quarterly on community standards enforcement, and it is closely watched by advertisers worried about showing up near offensive subjects.

“Because of the immense scale of YouTube—more than 1 billion hours of video are watched on the site every day—that still amounts to potentially millions of views,” Washington Post writes.

Meanwhile, on Tuesday, Facebook continued enforcement, too, revealing that it just took down a network of 1,000 accounts that were trying to influence global politics, Bloomberg reports.Hulu redo

Hulu, the Disney-owned streaming app, underwent a marketing redesign that it is rolling out this week. Ad Age caught up with Scott Donaton, Hulu’s head of creative, to discuss the new look (and new sound) for the brand. “Hulu is first and foremost about its content and great storytelling, but it’s also very much about choice flexibility,” Donaton tells Ad Age. “It’s about the ability to get TV on your own terms, with ads, without ads, with live TV, with premium add-ons. It’s really telling that full story that Hulu is the starting place for all your TV needs.”

The brand update coincides with a new ad campaign called “Time to Have Hulu.”Edelman’s new CEO

Lisa Osborne Ross is making history in the world of public relations as the first Black woman to lead Edelman as U.S. CEO. This is one of the most high-profile positions in the industry at a company with $540 million a year in U.S. revenue. “I actually don’t feel so much of the pressure, because I won’t be the last,” Osborne Ross tells Ad Age’s I-Hsien Sherwood. “As a Black person, as a woman, as a communications professional, as someone who believes that you can do well by doing good, this is a wonderful perch for me, because it’s consistent with my values, and it has the resources to execute and the authority to execute.”GroupM strikes deal with OZY

GroupM is taking its responsibility even more seriously as a media buyer this upfront season, when brands commit to spend for the year on top media properties. GroupM struck a deal with OZY, the media and entertainment platform that promises to reach more diverse audiences; it’s part of GroupM’s diversity, equity and inclusion mission.

“Inside of GroupM there has been a conscious awareness that, as the media industry is evolving, you can’t do investment like we had in the past—leveraging our scale and buying power,” Kirk McDonald, CEO, GroupM North America, tells Ad Age’s Jeanine Poggi. “There needs to be more substance.”In Freeman we trust

Morgan Freeman, one of the most trusted voices in Hollywood, is joining the push to advocate for COVID-19 vaccinations, reports Ad Age’s Ilyse Liffreing. “I’m Morgan Freeman. I’m not a doctor, but I trust science and I’m told, for some reason, that people trust me,” Freeman says in a new spot. “So here I am to say, I trust science and I got the vaccine. If you trust me, you’ll get the vaccine.”

“The PSA, called ‘Be there. This is your shot,’ launches a star-studded campaign from The Creative Coalition,” writes Liffreing.TikTok, IPG Mediabrands team up

TikTok and IPG Mediabrands have a new partnership that will teach brands how to work more closely with creators to advertise on the app. TikTok and IPG Mediabrands are launching the Creator Collective and conducting quarterly workshops. “TikTok has been working more with brands and agencies this year, after a rocky 2020 in which the app was almost banned in the U.S.,” writes Ad Age.Just briefly:

Walmart creative moves: Walmart is building up its internal creative advertising team with new hires. The biggest hire was Jean Batthany, who was former head of creative at Disney Parks; now she is VP of creative at Walmart U.S., reports Ad Age’s Jack Neff.

Billionaire’s club: Forbes’ closely watched billionaires list is out and it shows the rich are rolling in it. A record 493 newcomers joined the club last year. Jeff Bezos and Elon Musk were the richest.

$299 mask: Black Eyed Peas frontman, Salesforce founder Marc Benioff and Honeywell collaborated on a $299 protective facemask called Xupermask. The New York Times has the story.

Retail therapy: What does the boom in e-commerce mean for marketers looking to differentiate their brand, their products? Find out at Ad Age Next: Retail on April 20. Buy your ticket here: does it for today’s Wake-Up Call. Thanks for reading and we hope you are all staying safe and well. For more industry news and insight, follow us on Twitter: @adage. 

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