| Today's Top Stories | | #1 | TBWA Reorganizes To Less 'Traditional' Model
| | | The Omnicom agency's reorganization will trade out the regional management structure used by many agencies and holding companies, in a move to a more global client market structure, Ad Age reports. Part of the change includes naming three execs as international presidents, with each focusing on different disciplines aimed at better serving multinational clients globally. They are Perry Valkenberg (responsible for digital, innovation, design, content and health), James Vincent (developing new client models for global businesses and building out new partnership models) and Emmanuel Andre (in charge of the agency's culture, training and development programs).
Why This Matters: TBWA Worldwide CEO Troy Ruhanen says the appointments are "a conscious move…to a more focused, less traditional model" where the execs can become "agents for change" at the company.
A Take: Ad Age
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| | #2 | Land Rover To Consolidate Advertising At In-House Agency
| | | Jaguar Land Rover is shifting its global creative ad duties for its Land Rover brand to in-house agency Spark44, a joint venture equally owned by Spark44 management and Jaguar Land Rover. Among the agencies being replaces are Y&R, Ogilvy, Wunderman and Cogent Elliott. Spark44 was created in 2011. The move comes as Land Rover prepares to expand its brands and product launches over the next five years. Media buying and planning remains with Mindshare.
Why This Matters: In making the announcement, Anthony Bradbury, global marketing communications director, said the "long-term strategic decision" is "not a reflection on the performance of the incumbent agencies." Spark44 was the creator of Jaguar's first Super Bowl ad, which aired during the 2014 game telecast.
Two Takes: Auto News | MediaPost
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| | #3 | Pepsi Passes Diet Coke To Regain Second Place In Soda Market
| | | Coca-Cola retained the market sales leadership with a 17.6% share in 2014, but Pepsi, with an 8.8% share, edged past Diet Coke's 8.5% market share to regain second place, which it had lost in 2010. The data was released by trade publication Beverage Digest.
Why This Matters: With more consumers shunning sugary sodas and even those diet drinks using artificial sweeteners, advertising and marketing is becoming an even more important tool for the soda makers. Pepsi has gotten massive exposure as sponsor of the past few Super Bowl halftime shows and when a brand name is seen by 110 million viewers during a feel-good TV experience, it has to leave a lasting impression on some of them.
Two Takes: Ad Age | WSJ
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#4 Degree Men Getting Biggest March Madness Social Media Brand Lift (Adweek)
#5 Apple Watch Is Loaded With Brand Apps (Digiday)
#6 Strategic Planner Explains Why Millennial Dads Are Worth Targeting (Ad Age)
#7 Tecate Reaches 93% Of Hispanic Target On Facebook (Adweek)
#8 WPP CEO Now A Proponent Of Print Advertising (WSJ)
#9 Why Agencies Are Best Suited To Create Content For Brands (Ad Age)
#10 Facebook Ponders Selling Via Virtual Reality Headsets (WSJ)
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|  | • 58.7
Number of millennial Internet users, ages 18-34, who will log on to Facebook at least monthly during 2015, according to projections. A majority of them (57%) will check Facebook at least once per day for news, says research by The Media Insight Project for the American Press Institute.
– Reported by eMarketer
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| | MBPT Spotlight | How The West Was Won
By Zach Rosenberg, executive VP, chief growth officer, Horizon Media Los Angeles
One of the most famous illustrations ever to grace the cover of The New Yorker was Saul Steinberg's "Flyover States" cartoon. Half the page was a drawing of Manhattan from 9th Avenue to the Hudson; the rest of the country was squeezed into the other half. Los Angeles barely made the map.
And, from an advertising industry standpoint, there was a certain amount of truth exhibited in that 1976 drawing. Back then, the No. 1 account at Los Angeles' largest agency was Sunkist, and the biggest account at the second largest agency was Mattel. National accounts were few and far between, and car accounts barely mattered.
Times change.
Did you know that today, Los Angeles is often billed as the "Creative Capital of the World?" One out of every six L.A. residents works in a creatively driven business. There are more artists, writers, filmmakers, actors, dancers and musicians living and working in Los Angeles than in any other city in America, and that includes The Big Apple.
Santa Monica, Venice Beach, Playa Vista and Marina del Rey—a.k.a. "Silicon Beach"—are home to some of the hottest tech companies in the world. L.A. supplies the world with content, celebrity culture, the Kardashians (we're not perfect!) and trends.
And all that creativity has helped fuel a renaissance in Los Angeles's advertising scene as well, one that's been noticed (and supported) by advertisers across the country.
What was it about Los Angeles that helped sway MillerCoors' decision to hire TBWA/Chiat/Day as its creative agency for Miller Lite? And what is it about the West Coast sensibility that Rosenberg believes broaden's L.A.'s appeal to current and prospective clients?
For more, click HERE
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| | Fates & Fortunes | • DON MISCHER and his partners CHARLIE HAYKEL and JULIANE HARE will return as producers of the 67th Primetime Emmy Awards that will air live on Fox on Sunday, Sept. 20. It will be the 13th time that Don Mischer Productions will be producing the telecast. Last year's show drew 15.6 million viewers and a 4.2 18-49 demo rating, down 12% in viewers and 14% in the demo over the previous year.
• CRAIG ZADAN and NEIL MERON will not return as producers for the 2016 telecast of the Academy Awards. The duo has produced the last three Oscar shows. This year's event on Feb. 22 drew a six-year low audience of 36.6 million viewers.
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| | What They're Watching | BROADCAST RATINGS
CBS Scores Win With Sweet 16
CBS led all broadcasters Thursday with coverage of the NCAA Men's Basketball Tournament regional semifinals during primetime. It was the best overnight household numbers netted for the Thursday Sweet 16 round of play since the tournament adopted its current TV format in 1991. ABC finished second. Grey's Anatomy was up 5% from last week, Scandal was down 4% and American Crime stayed even. NBC tied with Fox for third. The Blacklist drew a series-low, down 11% from last week. Leading off the night for NBC, Dateline: The Real Blacklist was down 17% and later The Slap was even with last week. On Fox, Bones returned from its midseason break, up one-tenth of a point from its last new episode on Dec. 11. Backstrom was down a tenth from last week. The CW rounded out Thursday with reruns.
For more, click HERE
CABLE RATINGS
'Catfish' Keeps Top Wednesday Spot
MTV's Catfish was Wednesday's leading original cable show, with a 0.7 rating among adults 18-49 (down from last week's 0.8) and 1.1 million viewers. Comedy Central's Workaholics and ESPN's NBA telecast both had a 0.6 in the demo. Comedy Central's The Daily Show, MTV's Teen Mom and Lifetime's Little Women LA: Reunion all drew a 0.5 rating. Discovery bowed the new series The Last Frontiersmen to a 0.3 rating and 964,000 million viewers. Fellow newbie Big Time in Hollywood, FL, which premiered behind Workaholics, debuted to a 0.3 in the demo and 570,000 viewers.
For more, click HERE
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| Overnight Ratings: Thursday, March 26
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | GREY'S ANATOMY | 2.2 | 8.2 | | CBS | NCAA BASKETBALL | 2.1 | 7.2 | | FOX | BONES | 1.3 | 5.7 | | UNIVISION | MI CORAZÓN ES TUYO
| 1.2 | 3.3 | | NBC | DATELINE: THE REAL BLACKLIST | 1.0 | 6.3 | | TELEMUNDO | LA BIBLIA
| 0.8 | 1.9 | | CW | THE VAMPIRE
DIARIES (R) | 0.3 | 0.7 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | ABC | SCANDAL | 2.3 | 8.0 | | CBS | NCAA BASKETBALL | 2.0 | 6.5 | | NBC | THE BLACKLIST | 1.6 | 8.0 | | UNIVISION | HASTA EL FIN DEL MUNDO
| 1.1 | 3.1 | | FOX | BACKSTROM | 0.9 | 3.6 | | TELEMUNDO | TIERRA DE REYES
| 0.5 | 1.2 | | CW | THE FLASH (R) | 0.2 | 0.7 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NCAA BASKETBALL | 3.3 | 9.6 | | ABC | AMERICAN CRIME | 1.2 | 5.5 | | UNIVISION | QUE TE PERDONE DIOS
| 1.0 | 2.6 | | NBC | THE SLAP | 0.7 | 3.4 | | TELEMUNDO | DUEÑOS DEL PARAÍSO
| 0.7 | 1.4 |
| | THIS WEEKEND'S BIG RATINGS STORIES TODAY | • 'Hart of Dixie'—Season or Series Finale?
The fourth season of The CW drama concludes on Friday night at 8 in an episode that could also be the series finale. The network has not yet canceled it, but the series has averaged only 1.2 million viewers and a 0.4 demo rating. Even though that's up from the paltry 935,000 viewers it averaged in its third season—when the network surprisingly renewed it—a return is not likely. The upshot: Hart of Dixie only averaged 1.5 million viewers in its premiere season. But the network did it no favors by bringing it back this season on Friday nights when a large percentage of the network's younger-skewing audience is out.
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| • NBC's Got Skate Expectations
The Olympics network will televise one of the Winter Games' most popular sports when it airs the 2015 World Figure Skating Championships from Shanghai, China, Saturday night at 8. America's hopes lie with Gracie Gold, 2014 U.S. women's champion, who finished fourth in the 2014 Winter Olympics, and Ashley Wagner, the 2015 U.S. women's champion. The upshot: Despite drawing one of the largest TV audiences during the Olympics, figure skating is not popular year-round. The 2015 U.S. Figure Skating Championships on NBC in January on a Saturday night drew only 3.3 million viewers and a 0.5 18-49 demo rating.
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| • 'Walking Dead' Season Finale Should Draw A Crowd
AMC's post-apocalyptic hit concludes it fifth season with a special 90-minute episode on Sunday night at 9 p.m. The Walking Dead is averaging 14.5 million viewers and a 7.2 18-49 rating this season, despite having to go up against several Sunday broadcast and cable primetime specials. It also continues to be the most-watched TV series in the demo. The upshot: The season 4 finale drew 15.7 million viewers. Expect this Sunday's season 5 finale to top that, particularly since it has been getting lots of advanced media coverage, including speculation over which of the series' main characters might meet their demise.
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