| Today's Top Stories | | #1 | Tumblr To Match Brands With Content Creators
| | | The Yahoo-owned social networking site has started Creatrs Network, an internal team that will work with about 300 Tumblr bloggers to produce content for paid advertisers. Marketers buying sponsored posts can use this group of creators to put together images, text, gifs and videos related to their brands. Current ad rates for sponsored posts will not increase and Tumblr will compensate the creators after matching them with each brand.
Why This Matters: Advertisers have been eager to reach Tumblr's young and highly engaged user audience, but many have been unsure of the best way to market themselves on the site. This new network will help.
Two Takes: Ad Age | WSJ
|
| | #2 | JWT Melding Digital Brands Worldwide Into Mirum
| | | The new agency is expected to have 35 offices in 18 countries with a staff of over 1,600, according to a MediaPost report. The digital agencies being folded into Mirum include Digitaria in the U.S., Canadian agency TwistImage, Casa Miami, Brazil's Agencie Casa, Singapore-based XM Asia and Helsinki-based ActiveArkJWT. It will be operational beginning in February.
Why This Matters: The creation of a unified global digital agency by JWT is similar to a move made by another WPP agency, Y&R, which over the past several years has been building Kansas City-based VML. WPP has also consolidated other digital agencies to form Possible.
A Take: MediaPost
|
| | #3 | NBC Sports Creates Tumblr Page To View Super Bowl TV Ads
| | | The page is already live with Vines culled from the recent NFL championship games as well as classic commercials from past Super Bowls, and on Feb. 1, TV commercials airing during the game on NBC will immediately be posted on the Tumblr page.
Why This Matters: Rick Cordella, senior VP and general manager-digital media at NBC Sports Group, says Tumblr is "perfect to showcase the Super Bowl TV ads," adding, "we are optimistic this experience will be the first step in creating a more robust NBC Sports destination" on the social network.
Three Takes: Ad Age | Ad Week | WSJ
|
|
#4 Major Advertisers Signed Up For New Online Video Platform Vessel (Adweek)
#5 Sony To Stream 'The Interview' With Ads On Crackle (Ad Age)
#6 GroupM's Director of Privacy Explains Her New Role (Digiday)
#7 Reddit Taking Steps To Develop Mobile Ad Presence (Adweek)
#8 Agency Exec Offers Marketers Insight Into Reaching Gen Z (Ad Age)
#9 Tanqueray Marketing Initiative Includes Entrepreneurial Mentoring Panels (MediaPost)
#10 Weight Watchers Tackles Super Bowl Snackers (Ad Age)
|
|  | • 80
Percentage of U.S. email users who find it useful when a retailer sends them emails featuring recommended products based on their previous purchases, according a poll by Listrak.
– Reported by eMarketer
|
| | MBPT Spotlight | A Case for More Ugly Ducklings in a World Chasing Unicorns
By Ian Chee, Chief Strategy Officer, MRY
Considering how many inspirational business leaders applaud their colleagues for making mistakes before finding success, it's amazing how much emphasis our work culture places on perfection. There is no room for mistakes anymore. We are judged on our ability to get everything right the first time around. In this culture, every idea goes through rounds and rounds of concept testing, "collaborative" feedback loops, internal meetings and the constant task of managing the Hippo (Highest-paid person). These systems were developed to create unicorns: rare but perfect launches of new campaigns, new services or new ideas within the larger corporate system.
A symptom of this habit is in how we leverage case studies. Let's say that I (the Hippo) would like to launch a first-of-its-kind innovation (a unicorn). But before we start, I would like for you to show me case studies that prove the definitive success of this innovation. The task seems counterintuitive, but this is a common request for agencies. If we create a truly original idea, how can there possibly be a case already touting its past success?
This is not a case for unicorns, but a case for more ugly ducklings. An ugly duckling is an imperfect idea launched in beta. Unlike a unicorn, it can be fast to launch, and in greater numbers. It just needs nurturing and time to grow. Once launched, you can observe which ugly ducklings require more or less investment, with the ability to make real-time adjustments. In this context, your propensity to raise an ugly duckling into a swan is much greater.
How have brands such as Amazon used this method to great success for years? And what are the best steps for turning a good idea into something great?
For more, click HERE
|
| | Fates & Fortunes | • JOHN BRIDGES was promoted to chief marketing officer at Chick-fil-A, succeeding Steve Robinson who is retiring after overseeing the company's marketing for more than 30 years. Bridges, who has been with Chick-fil-A since 1992, was most recently VP-customer experience. Also, BRENT RAGSDALE was named chief financial officer. Ragsdale succeeds Buck McCabe, who will step down at the end of this year. Ragsdale has been with Chick-fil-A since 1992 and was most recently VP and chief accounting officer.
• MICHAEL FIORILE was named chairman of the Television Bureau of Advertising (TVB). Fiorile, who is vice chairman and CEO of Dispatch Broadcast Group, has been a member of the TVB board since 2006, and succeeds Bill Fine, WCVB Boston president and general manager. Fiorile is also chairman of the CBS Television affiliates board.
• DANA SERGENIAN-HINGTGEN was named to the newly created position of executive director of integrated sales at Marie Claire. She was most recently director of sales at Upworthy.com. Prior to that she held positions as senior VP of sales at Parade Media Group, as executive director of Architectural Digest and as luxury goods director at Gourmet.
|
| | What They're Watching | BROADCAST RATINGS
'Empire' Continues to Grow
Fox's new drama Empire continued to defy normal TV conventions, rising for the second-straight week. The hip-hop drama was up 8% from last week and climbed 6% in total viewers. American Idol was also up 10% at 8 p.m., helping Fox easily lead Wednesday night. CBS came in second as The Mentalist was up 7% from last week. Criminal Minds fell to a series low, down 14%, and Stalker was even with last week. NBC finished third. Law & Order: SVU was down 14% and Chicago P.D. was even. ABC aired reruns, coming in fourth. The CW rounded out the night, returning Arrow even with its last new episode and The 100 up one-tenth of a point from Dec. 17.
For more, click HERE
CABLE RATINGS
'WWE Raw' Dominates Monday Night
WWE Raw's three-hour block on USA was the top cable program Monday. The 8 p.m. hour led the pack, drawing a 1.5 rating with adults 18-49 and 4.3 million viewers. The following two hours both drew a 1.4. VH1's Love and Hip Hop had a 1.3 rating and 2.4 million viewers. Discovery's Street Outlaws pulled a 1.0 in the demo and an audience of 2.6 million.
For more, click HERE
|
| Overnight Ratings: Wednesday, January 21
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | AMERICAN IDOL | 3.3 | 11.5 | | CBS | THE MENTALIST | 1.5 | 9.5 | | ABC | THE MIDDLE (R) (8)
THE GOLDBERGS
(R) (8:30) | 1.3
1.3
| 5.5
4.6
| | UNIVISION | MI CORAZÓN ES TUYO
| 1.3 | 3.3 | | CW | ARROW | 1.1 | 3.0 | | NBC | THE MYSTERIES OF LAURA (R) | 0.8 | 4.8 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | FOX | EMPIRE | 4.3 | 10.9 | | CBS | CRIMINAL MINDS | 1.9 | 10.2 | | ABC | MODERN FAMILY (R) (9)
BLACK-ISH (R) (9:30) | 1.5
1.1 | 5.3
3.9 | | NBC | LAW & ORDER: SVU | 1.3 | 6.7 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.1 | 2.8 | | CW | THE 100 | 0.6 | 1.6 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | STALKER | 1.5 | 8.0 | | NBC | CHICAGO P.D. | 1.5 | 7.0 | | UNIVISION | QUE TE PERDONE DIOS
| 0.9 | 2.3 | | ABC | GALAVANT (R) (10)
GALAVANT (R) (10:30) | 0.5
0.4 | 1.8
1.5 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • Offbeat Detective Series Joins Fox Lineup
Fox's Backstrom (9 p.m.) is based on Swedish criminologist and novelist Leif G.W. Person's books about a detective named Everett Backstrom (Rainn Wilson), head of the Portland Serious Crimes Unit, who is described as "offensive and irascible with self-destructive behavior." Backstrom was created for TV by Hart Hanson, who also created Bones. The upshot: The series was given a 13-episode order last January; that it is just making it onto the Fox schedule now raises questions about its chances for success.
|
| • 'World's Worst Mom' Comes To Discovery Life
This 13-part series premieres with two half-hour episodes (9-10 p.m.) and follows "worst mom" Lenore Skenazy, a mother of two, who in 2008 suffered intense public criticism after allowing her nine-year-old son to ride the New York City subway alone. She then wrote a book and has been on a mission to get parents to stop overprotecting their children. In each episode, Skenazy visits families where kids are being overprotected by "helicopter parents" and tries to help them unravel their fears about perceived societal dangers. The upshot: Discovery Life relaunched last week and is introducing lots of new programming focusing on real-life situations involving everyday people, not reality shows with what the network describes as "contrived situations."
|
| • A&E Premieres Dick Wolf Reality Show
Nightwatch will follow emergency responders who work the overnight shift in New Orleans (10 p.m.). It follows multiple sets of partners among police officers, firefighters and emergency medical technicians. The situations are often intertwined. In the premiere episode, for example, EMT's work to save a man's life after he was shot, while the police begin to investigate the case. The upshot: Like Wolf's Cold Justice on TNT, this is sort of the reality version of Wolf's successful scripted formula, which has produced Law & Order, Chicago Fire and Chicago P.D.
|
|
|
| |  |  |
| Media Buyer & Planner Today
Editorial Team
John Consoli, Contributing Editor
Phone: 201-314-0424 | Send Email
Jon Lafayette, Business Editor, Broadcasting & Cable
Phone: 917-281-4735 | Send Email
Brian Moran, Managing Editor, Broadcasting & Cable
Phone: 917-281-4708 | Send Email
|
| | |
|
| | | | | | |
