| Today's Top Stories | | #1 | Agency Exec Calls Categorizing Generations 'Stupid'
| | | David Measer, senior VP and group strategic planning director at digital agency RPA, says when marketers and their agencies "stereotype great numbers of people for the purpose of selling them stuff, it comes off as, well, condescending." He tells Digiday no generation fits into one neat bucket, particularly millennials. He says buzzwords like GenX, GenY and GenZ should be banned because they tend to create "stupid stereotypes."
Why This Matters: Most marketers are obsessed today with trying to target advertising to specific generations or age groups. Adam Wiese of marketing agency Giant Spoon says those ideas are being wrongly engrained into brand execs' heads by media articles touting targeting by age. Pablo Rochat, brand director at Humin, agrees, stating, "A hilarious cat video can entertain both a 7-year old girl and her 70-year old grandfather." Rochat says the goal should be to "tap into a human emotion that everyone shares."
A Take: Digiday
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| | #2 | Pepsi Marketing New Soda Like Booze
| | | The company's new 1893 premium soda brand debuted a campaign in which a sommelier character peddles the beverage like a fine whiskey or wine. An Ad Age report says while the commercial is meant to be humerous, it underscores a serious marketing strategy by PepsiCo trying to market its new ginger cola not only as a standalone drink, but as a potential mixer with whiskey.
Why This Matters: The competition for consumer soda sales is intense and brands are trying to find new ways to be unique in their marketing approach. Says Chad Stubbs of Pepsi, "We were inspired by the mixology craze. We absolutely see this as a perfect standalone beverage or as a perfect compliment to cocktails."
A Take: Ad Age
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| | #3 | Dog Agency Pitches Pups
| | | The Dog Agency is a new talent management firm that is helping Instagram-famous dogs strike deals with marketers, the Wall Street Journal reports. The agency was founded by Harvard Law graduate Loni Edwards, whose French bulldog has 125,000 followers on Instagram. She has several other dog clients and says she's orchestrated deals with PetSmart, Ritz-Carlton and Dyson. She says a dog can fetch more than $3000 for each Instagram post it appears in.
Why This Matters: Animal marketing is not a new phenomenon but more recently it has been growing in popularity, i.e. the stampede of weiner dogs in hot dog costumes in the Heinz ketchup Super Bowl commercial. But what is relatively new is regular folks starting up businesses to sell the services of their own pets and others as part of digital campaigns.
A Take: WSJ |
| #4 Let Influencers Influence (Ad Age)
#5 Cracker Barrel Targets Millennials Via Social (Adweek)
#6 AT&T Launches Big B-to-B Campaign (Ad Age)
#7 Smaller Commercial Loads Can Save TV (MCN)
#8 How Advertisers Score With NFL-Twitter Deal (Adweek)
#9 FX CEO Says Ad Targeting Should Not Be Top Priority (Adweek)
#10 London Business Paper Lets Advertisers Publish Directly to Site (Digiday)
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|  | • 70
Percentage of millennial mother Internet users who say they are definitely the primary decision-maker for family-related purchases, according to a survey by Crowdtap. Only 25% of millennial fathers say they primarily make family-related purchasing decisions.
– Reported by eMarketer |
| | Ratings | CBS Wins Lackluster Night
By Michael Malone
A tight Tuesday broadcast battle went to CBS at 1.6 in viewers 18-49, along with a 5 share, per the Nielsen overnights. NBC was runner up at 1.5/5, Fox was at 1.3/4, ABC at 0.8/3 and The CW at 0.4/1.
The broadcast ratings were generally ho-hum. CBS had NCIS at a flat 2.0, then NCIS: New Orleans down 6% at 1.7, and Limitless off 15% at 1.1.
On NBC, it was an encore recap of The Voice at 1.3, then Chicago Med at 1.5, down 17%, and Chicago Fire at 1.6, down 11%.
Fox had a 90-minute American Idol past highlights show that scored a 1.4, then Brooklyn Nine-Nine at 0.9, up 13%. American Idol concludes April 7.
On ABC, Fresh Off the Boat was off 8% at 1.1, and The Real O'Neals a flat 1.0, then Marvel's Agents of S.H.I.E.L.D. a 0.9, down 10%, before Beyond the Tank weighed in at 0.5, down 17%.
The CW had a repeat of The Flash, then a new iZombie at 0.4, down 20%. For more, click HERE |
| | Fates & Fortunes | • BETH RILEE-KELLEY was promoted to president of The Martin Agency. She was most recently chief operating officer and succeeds Mike Hughes who passed away in late 2013. Kelley has been with the agency for 33 years and has served as COO since 2011. • TODD BRAVERMAN was named senior VP, portfolio sales and client partnerships at Turner Ad Sales, reporting to Joe Hogan. Braverman was previously VP and sales manager of Turner Emerging Consumers sales division, where he oversaw client relationships for Turner networks Adult Swim, Boomerang and Cartoon Network. Prior to that he held sales executive positions at Gemstar TV Guide and also worked as a media buyer at Grey Advertising. • JEFF CRUZ has joined MRM/McCann Detroit as chief creative officer. He was most recently executive creative director at VSA Partners. • RICHARD WEINSTEIN was promoted to VP of digital media at C-SPAN. Weinstein joined C-SPAN in 1986 and was most recently managing editor.
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Phone: 201-314-0424 | Send Email
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