| Today's Top Stories | | #1 | Marketers, Agencies Battle Over Transparency
| | | The much ballyhooed collaboration between the American Association of Advertising Agencies and the Association of National Advertisers is over following a decision by the 4As to unilaterally issue its own transparency guidelines. The 4As says it got input from multiple marketers in developing the guidelines, however the ANA says the guidelines are "incomplete" and don't give marketers enough power to audit agency performances. But 4As president Nancy Hill says the guidelines can always evolve.
Why This Matters: It's been almost a year since former MediaCom CEO Jon Mandel made claims that media "rebates," or kickbacks, are widespread in the ad industry. Despite all the meetings and supposed collaboration, the issue is still festering with no definitive safeguards or guidelines that everyone will agree on and abide by in place. The 4As guidelines make its agency members happy, but not the ANA client side. That's not a solution.
Three Takes: WSJ | MediaPost | Adweek
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| | #2 | MediaCom Big Winner in Sony Review
| | | The GroupM agency has not only retained Sony Mobile globally, but also won the company's PlayStation business from Carat and OMD and the electronics business previously handled by UM. OMD was retained to handle Sony Pictures Entertainment media in most of Europe and Asia, while UM retained the Sony Pictures Entertainment North America business. Out right now is incumbent Carat, but Sony still has to decide on who will handle the Sony Music and Electronics business in North America.
Why This Matters: While MediaCom picked up some new business, UM and OMD did retain the Sony Pictures Entertainment business and that is the largest portion of Sony's overall $600 million annual budget.
Three Takes: Adweek | MediaPost | Ad Age
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| | #3 | IBM to Acquire Digital Agency Resource/Ammirati
| | | The digital marketing services group within IBM, known as IBM Interactive Experience, plans to buy digital creative agency Resource/Ammirati. Paul Pappas, global leader of IBM Interactive, told MediaPost while IBM's supercomputer Watson can produce data and analytics, the acquisition will give the company the ability to combine that with creative design to drive large scale ad campaigns.
Why This Matters: This is just another example of how businesses outside the agency industry are coming in to do things on their own and to even compete with agencies for business going forward.
Three Takes: Ad Age | MediaPost | Adweek |
| #4 IPG Fires Campbell Ewald CEO (Adweek)
#5 comScore and Rentrak Complete Merger (B&C)
#6 40% of PepsiCo. Super Bowl Spending Is Digital (Adweek)
#7 Alaska Airlines Launches Rebrand (MediaPost)
#8 Coke to Integrate in Fox's 'Grease Live' (B&C)
#9 Pepsi Opening Restaurant (NYT)
#10 Time Inc. Reorganizes Ad Sales (WSJ)
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Percentage of U.S. and U.K. beauty and fashion industry marketing professionals who spend between 50%-75% of their annual overall budget using influencers in their campaigns, according to Econsultancy. At the low end, 42% spend less than 10% of their budgets using influencers.
– Reported by eMarketer |
| | Ratings | 'You, Me and the Apocalypse' Opens Modestly
By Michael Malone
Fox won the Thursday ratings race with a 2.3 on the night in terms of viewers 18-49, according to Nielsen's overnights, with an 8 share. CBS trailed at 1.5/5, then NBC at 1.4/5 and ABC and The CW both at 0.8/3.
NBC debuted offbeat, end-of-days dramedy You, Me and the Apocalypse, which showed a 1.2. Before that, The Blacklist ticked up 7% to 1.6, and Shades of Blue fell 7% to 1.3.
Idol, fully ensconced in Hollywood mode, and all its drama, rated a 2.3 on the night across its two hours, down 4% from last Thursday.
CBS aired repeated comedies before a new Angel From Hell, at 1.4, then drama Elementary at 1.1; both were flat with last week.
On ABC, Beyond the Tank ticked up 10% to a 1.1, and two hours of My Diet Is Better Than Yours was a flat 0.7.
The CW's DC's Legends of Tomorrow did a 1.1, down 8% from last week, and The 100 slid 14% in week two to 0.6. For more, click HERE |
| | Fates & Fortunes | • ANDREW KELLER has joined Facebook's in-house agency Creative Shop as global creative director. Keller was CEO of Crispin Porter + Bogusky before recently departing. In his new role, Keller will work with brands to help them more effectively advertise on the social media platform.
• JAMES MURDOCH was named chairman of SKY plc, succeeding Nicholas Ferguson, who had replaced Murdoch in 2012. Murdoch, now CEO of 21st Century Fox, stepped down as chairman of Sky because of the phone hacking scandal at one of the Murdoch family's London newspapers. He continued to serve as a director. 21st Century Fox currently owns 39% of Sky and Murdoch's return has prompted speculation that Fox might again be interested in acquiring a controlling interest.
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