| Today's Top Stories | | #1 | Starcom Retains Samsung's $2 Billion Global Media Account
| | | In addition to Starcom, another Publicis Groupe agency, Leo Burnett, retained the creative account for the Korean electronics giant, following a review, Adweek reports. Publicis agency Rosetta will join the Samsung roster to handle a portion of its global digital business. Bartle Bogle Hegarty and Wieden + Kennedy were also selected to handle some global creative work.
Why This Matters: The review for the media business of one of the largest ad spending accounts was competitive with Starcom beating out insurgent finalists MEC and BPN. The review was initiated by SP Kim, Samsung's new chief marketing officer, who took the post last Decemeber.
A Take: Adweek
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| | #2 | Major Beer Brands Battle To Win Back Millennial Drinkers
| | | While beer companies are still making money, total beer volume is declining even for the major brands such as Anheuser-Busch and MillerCoors, Ad Age reports. Joe Thompson, owner of beverage consulting company Independent Beverage Group says, "We've lost young drinkers. And somewhere down the road, we are going to pay a price." Tim Mazzoni, a senior partner at consultant company Seema International adds, "Millennials aren't drinking the genXers beers. And genXers aren't drinking the same that they did 20 or 25 years ago."
Why This Matters: Fuller-bodied craft beers are winning the hearts of millennials and whittling away at the big brands' sales. Meanwhile, the traditional beer brands such as A-B are beginning to tie TV and digital ads to experiential executions to spark an interest among millennials.
A Take: Ad Age
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| | #3 | Allstate Moving TV Ad Dollars To Digital
| | | The insurance giant has been shifting ad dollars out of TV and into digital since 2013 and by 2015 expects to have moved about 20% of its TV ad dollars to digital, Lisa Cochrane, senior VP of marketing, told The Wall Street Journal. "We are following people's media consumption," she says, adding that Allstate will be spending about one-third of its ad dollars online by 2015.
Why This Matters: Allstate is a heavy TV advertiser, spending $446.7 million on TV ads in 2013, according to Kantar Media, while the insurance industry is the ninth largest ad spending category in the U.S. Moving dollars at this rate is not a good sign for the linear TV networks.
A Take: WSJ
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#4 NBA Puts Creative Business Up For Review (Ad Age)
#5 Snapchat COO Says Paid Ads Not Coming Soon (Adweek)
#6 iHeartMedia Touts Effectiveness of Radio Ads For Movies (WSJ)
#7 Mondalez Moves Ritz Creative Business From Havas To Martin Agency (Ad Age)
#8 Ad Message Recall Higher On Smartphones Than Home TV—YuMe Study (Adweek)
#9 Marketers Tout Risk-Taking Campaigns During Advertising Week Session (NYT)
#10 Saatchi Picks Up Tecate Creative Account (Ad Age)
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|  | • 42
Percentage of management executives worldwide who said their companies were not doing well at leveraging business partnerships and strategic alliances, according to research from the CMO Council and BPI Network.
– Reported by eMarketer
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| | MBPT Spotlight | New Maxus North America CEO Wants Digital To Play Larger Role In Helping Clients
By John Consoli
When Steve Williams was hired as the new CEO North America for GroupM media agency Maxus in May, Vikram Sakhuja, Maxus Global CEO, described him as "a perfect fit for the ambitious Maxus culture." And GroupM North America CEO Kelly Clark said he was confident that Williams "will help us take Maxus to a new level."
Maxus, with headquarters in New York and London, and North American offices in offices in Chicago, Los Angeles, Minneapolis and Toronto, launched in 2008 and has been the fastest growing global media agency for the past five years, according to industry research company RECMA. Among its global clients: Fiat, Barclays, Church & Dwight and UPS, along with NBCUniversal in the U.S.
The mandate for Williams, who spent the past two years as president of PHD New York and prior to that was CEO of OMD UK, is to continue the agency's fast-paced growth, but also to continue to build its digital media discipline. Williams' first hire was Jonathan Adams as chief digital officer for North America, whom he lured away from iCrossing, where he was senior VP and lead of North American Media.
Three months into his mission at Maxus, Williams spoke to MBPT about his role at the media agency and the advertising business overall.
You recently hired Jonathan Adams as your chief digital officer for North America. What role is digital going to play at Maxus going forward?
Creating this position and bringing in Jonathan Adams was a key priority for me. Maxus already had a lot of smart people in the digital space here, and Jonathan will add a little more rigor and fluency to our digital operation, to make sure we are far ahead of the curve in our digital mandate. He has the depth of experience and a solid pedigree in the digital field. He'll be finding ways to come up with digital solutions for clients faster and blend digital with all other departments at Maxus. We're going to begin working with a triangle format to come up with solutions and Mark Egan [North America chief strategy officer], David Gaines [chief planning officer] and Adams, working closely with me, will lead all our pitches. Ideas flow horizontally, not vertically. We are going to think in a matrix sense, not a vertical sense.
What does Williams see as the fate of the traditional 30-second commercial? And how will be affect the Maxus work philosophy?
For more, click HERE
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| | Fates & Fortunes | • CHRISTINE PRINS has been named chief marketing officer of Saatchi & Saatchi. She was most recently chief growth officer at Kirshenbaum Bond Senecal + Partners.
• MARK ADDICKS is retiring as chief marketing officer of General Mills in 2015. He has been with the company for 26 years. Addicks will be succeeded by ANN SIMONDS, currently president of General Mills' baking products division. Addicks will work with Simonds on the transition beginning Nov. 1.
• FRANCES BERWICK has been given oversight of E! Entertainment and Esquire network in an NBCUniversal reorganization, in addition her current duties heading up Bravo and Oxygen. Her new title will be president, Lifestyle Networks, NBCUniversal Cable Entertainment. Suzanne Kolb, who has been president of E! for three years, is leaving the company. ADAM STOTSKY, president of Esquire, will continue in that role and will also be responsible for the day-to-day operations of E! with the title of general manager. Berwick was named president of Bravo in 2010 and added the Oxygen title in 2013. |
| | What They're Watching | BROADCAST RATINGS
ABC Comedies Struggle in Debuts
ABC comedies Selfie and Manhattan Love Story struggled to get much of an audience in their debuts Tuesday. The two sitcoms were below the debuts of ABC comedies The Goldbergs and Trophy Wife last year, which came an hour later but also had a lead-in from the highly watched premiere of Marvel's Agents of S.H.I.E.L.D. The combined rating for the two comedies was also three-tenths lower than what Dancing With the Stars drew in that time slot last week. At 9 p.m., Agents of S.H.I.E.L.D. was down 19% from last week's premiere, while Forever fell 27% at 10 p.m. ABC ended the night in third. NBC led the night. The Voice lost a tenth from last week from 8-10 p.m., while Chicago Fire dipped 8%. CBS led among total viewers and was second in the demo. In its second week, NCIS: New Orleans held up pretty well, losing just two-tenths. NCIS meanwhile, shed 10% from last week's premiere. Person of Interest rose a tenth. In fourth was Fox as Utopia was even with last week's Tuesday showing while New Girl dipped a tenth and The Mindy Project rose a tenth. The CW aired the second night of the iHeartRadio Music Festival, which rose a tenth from Monday.
For more, click HERE
CABLE RATINGS
NFL Football Stays At The Top of Monday Night
ESPN continues to lead Monday with Monday Night Football as 14.4 million people tuned in to see the one-sided Patriots-Chiefs matchup, drawing a 5.3 rating with adults 18-49. SportsCenter following the game kept 3.7 million viewers and had a 1.7 rating in the demo. VH1's Love & Hip Hop: Hollywood had a 1.3 rating and 2.3 million viewers. Fellow VH1 reality show T.I. And Tiny, which followed the Hollywood-set spin-off, had a 1.0 rating in the demo and a viewership of 1.7 million.
For more, click HERE
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| Overnight Ratings: Tuesday, September 30
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 3.6 | 12.5 | | CBS | NCIS | 2.6 | 18.6 | | ABC | SELFIE (8)
MANHATTAN LOVE STORY (8:30) | 1.4
1.3
| 4.9
4.3
| | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.5 | | FOX | UTOPIA | 0.8 | 2.0 | | CW | IHEARTRADIO MUSIC | 0.4 | 1.0 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | THE VOICE | 4.4 | 14.6 | | CBS | NCIS: NEW ORLEANS | 2.3 | 16.4 | | ABC | MARVEL'S AGENTS OF S.H.I.E.L.D.
| 1.7 | 4.5 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.3 | 3.2 | | FOX | NEW GIRL (9)
THE MINDY PROJECT (9:30) | 1.2
1.1
| 2.3
2.3
| | CW | IHEARTRADIO MUSIC FESTIVAL | 0.4 | 1.0 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | CHICAGO FIRE | 2.4 | 9.0 | | CBS | PERSON OF INTEREST | 1.8 | 10.7 | | ABC | FOREVER | 1.3 | 5.6 | | UNIVISION | LA MALQUERIDA
| 0.7 | 1.9 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Stalker' Paired with 'Criminal Minds' On CBS
Dylan McDermott and Maggie Q star as Los Angeles detectives with differing procedural styles in the new CBS drama Stalker, which premieres at 10 p.m. Each week the duo investigates stalking incidents that include voyeurism, cyber harassment and romantic fixation. The upshot: CBS is leading Stalker out of its veteran drama Criminal Minds, which has a similar sensibility. Criminal Minds, premiering its 10th season, averaged 10.1 million viewers last year and a 2.3 18-49 demo, so CBS is giving Stalker a good shot at success.
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| • 'Mysteries Of Laura' No Mystery To Viewers
This new NBC police drama starring Debra Messing as homicide detective Laura Diamond is currently averaging 10.1 million viewers and a 1.7 18-49 demo rating as it sets to air episode 3 (8 p.m.). NBC smartly led its premiere episode out of hit series The Voice on a Tuesday night at 10 before the move to its regular Wednesday slot last week. Leading out of The Voice, Mysteries of Laura drew 10.2 million viewers, keeping a credible 82% of its lead-in, and also averaged a 2.0 18-49 demo rating. The upshot: Without the big lead-in from The Voice last Wednesday, Mysteries averaged 10 million viewers and a 1.5 demo rating, setting the series off to a promising start. Last week it even outdrew the premiere of Survivor in viewers.
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| • 'The Bridge' May Not Stand
The FX drama based around the tensions that exist on the U.S.-Mexican border, ends its season at 10 p.m. and has yet to be renewed for season 3. The upshot: The critically acclaimed series has been steadily losing viewers. Its first season premiere drew 3 million viewers; last season it averaged about 1.8 million and a 0.6 18-49 in the demo. This season it's down to 1.1 million viewers per episode and a 0.4. And last week it drew 1 million and a 0.3, a continued drop that may spell its death knell.
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| Media Buyer & Planner Today
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John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
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Phone: 917-281-4735 | Send Email
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Phone: 917-281-4708 | Send Email
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