Thread by @Adweek

Next, @WeatherChannel and @IBMWatson Ads' @RandiStipes gives a rare look under the umbrella ☔️ of how The Weather Channel has become one of the most trusted, relied upon and even addictive brands in the U.S. #Brandweek 🏝 adweek.it/Brandweek22

Being the most accurate forecaster is not easy—it’s an important distinction. It’s also table stakes for our brand. To step further, we have to go for the Power Play.

— @WeatherChannel's @RandiStipes #Brandweek 🏝

A Power Play for the Weather Channel:

Relevancy: Show that weather is relevant to every part of the day.
Influence: Conveying our role in their lives and influencing decisions.
Humanity: Doing the right thing by other human beings.

— @WeatherChannel's @RandiStipes #Brandweek 🏝

The Weather Channel partnered with TikTok Creator Grace Wells, known for her series “Making Epic Commercials for Random Objects.” (tiktok.com/@gracewellspho…)

— @WeatherChannel's @RandiStipes #Brandweek 🏝

We have to help people understand how weather impacts their life—their exercise, travel, their safety during storms.

— @WeatherChannel's @RandiStipes #Brandweek 🏝

The Weather Channel serve about 1bn people every month and sends 2.5bn weather alerts a year.

During the Dec. 2021 Midwest derecho and tornado outbreak, the brand sent 800 mil alerts in 3 days to help keep people safe and informed.

— @WeatherChannel's @RandiStipes #Brandweek 🏝

Prioritizing inclusion is the responsibility of everyone in this room and everyone watching this. It’s simply the right thing to do.

— @WeatherChannel's @RandiStipes #Brandweek 🏝

The best defense is a strong offense. All brands have to evolve, grow and reinvent themselves and innovate. The alternative is being stuck in survival mode. What fun is that?
— @WeatherChannel's @RandiStipes #Brandweek 🏝

Being a utility brand means you’re deeply embedded in consumers' lives, and the only way we could reach that status was to strike the right balance between influence, relevance and humanity.

— @WeatherChannel's @RandiStipes #Brandweek 🏝