When Adweek launched its Challenger Manufacturers franchise two years in the past, “problem” nonetheless glided by its conventional definition—to have interaction in competitors, to push limits, to disrupt the established order. However coming off a 12 months like 2020, the notion of a problem has taken on a wholly new dimension. Not solely is most each model now challenged in a number of methods, however the upstarts have that a lot more durable a struggle. The distinctive financial circumstances of the pandemic have demonstrated that the mega manufacturers appear to carry all of the playing cards—scale, infrastructure, entry to capital and easy model recognition. So, what hope does any challenger model have now, at first of 2021? You’ll examine that within the pages to comply with. As a result of regardless of how tough financial circumstances could get, innovation, agility and artistic pondering nonetheless depend for lots. These virtues have allowed all of Adweek’s 2021 Challenger Manufacturers to take market share from their extra established opponents. And down the street—who is aware of?—they might be sufficient to topple them. A choose group of the movers and shakers behind the manufacturers you’ll examine can be sharing their insights at our digital Challenger Brands Summit from Feb. 22-25. We hope to see you there. —Robert Klara
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