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Welcome to Ad Age's Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. What people are talking about today: Tiger Woods returned to the Masters after three years, and Nike made an ad to welcome him back. As Ad Age's E.J. Schultz writes, "Nike stuck by Woods through his 2009 sex scandal as other endorsers backed away, including Gatorade, AT&T and Accenture ... Nike again backed Woods after his DUI arrest last year." The nostalgic Wieden & Kennedy ad doesn't get into Woods' troubles; it looks at the golfer's moments of glory, and even has some cute retro TV footage of Woods as a tiny kid, sagging under the weight of his golf bag. So how's he actually golfing at the Masters? USA Today says: "Could have been better, but could have been a whole lot worse."

Sheryl Sandberg speaks

Facebook Chief Operating Officer Sheryl Sandberg, who has stayed mostly out of the spotlight during the company's data privacy scandal, just went on a media apology tour, saying she takes responsibility for the company's mistakes. She told Bloomberg News, "We've seen a few advertisers pause with us and they're asking the same questions that other people are asking. They want to make sure they can use data and use it safely." From a business perspective, though, none of this is really hurting Facebook. CEO Mark Zuckerberg just said the scandal hasn't had a "meaningful impact" on its business or user behavior, a comment that caused Facebook's stock price to rise slightly Thursday. In a separate interview with NBC, Sandberg was asked if there could ever be a way for people to opt out of ad targeting completely. "We don't have an opt-out at the highest level," she said. "That would be a paid product."

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