A sample of the marketing and advertising news we’re reading this week.

Only Existing Market Leaders Are Benefiting From Coronavirus Lockdowns

The Drum

One unintended consequence of the pandemic is it has increased opportunities for market leaders and intensified the competition among other market followers.

Why it matters: Online ordering and new distribution models necessitate a greater need for small businesses to create quality marketing and focus on physical delivery.

Amazon Invests Big In People Amidst The Pandemic-Why This Is Good For Its Brand

Forbes

In two separate announcements, Amazon said it would create 33,000 new positions and hire an additional 133,000 employees. As a result, Amazon will reach about 1 million employees worldwide.  

Why it matters: A hiring spree during the pandemic reflects Amazon’s commitment to upskilling its workforce and mastering the new normal market driven by digital transformation.

P&G’s Secret Highlights How Women Bear Outsized Burden Of Pandemic In New Ads

Ad Age

Secret Deodorant partnered with YWCA to launch a campaign called #RaiseItUp, which includes a “Secret Missions” fund that will provide direct assistance to women in the form of childcare, career development and other areas to better the lives of women and their families.

Why it matters: The campaign is Secret’s response to the widening gender pay gap exacerbated by the pandemic. According to McKinsey & Company’s “Women in the Workplace 2020” study, black women and women of color are more likely to have been laid off or furloughed during the crisis.

Bloomberg: ‘For Us, First-Party Data Just Makes Sense’

AdExchanger

When asked about Bloomberg’s approach to first-party data, Julia Beizer, chief product officer at Bloomberg Media, said: “We’ve done cool work with propensity modeling and building out a fully functioning marketing apparatus for on and off-platform marketing based on what we know about our users.”

Why it matters: Bloomberg’s new lifestyle site Bloomberg Wealth, which recently launched, is a result of feedback from subscribers who said they want more personal finance content from the site.

Ad Age’s List Of The 40 People Under Age 40 Shaping The Marketing, Media And Agency Industries

Ad Age

Among Ad Age’s list of the young movers and shakers transforming marketing is Natasha Aarons, head of multicultural marketing at Google and the daughter of Jamaican immigrants.

Why it matters: Aarons scaled Google’s Pixel influencer team from 29 individuals to a diverse network of over 500.