| Today's Top Stories | | #1 | Sports Illustrated Creates Magazine for Gatorade
| | | The Time Inc. publication's branded content studio, Sports Illustrated Overtime, created a standalone 14-page issue for Gatorade titled Fuel Illustrated. Articles in the promotional mag, whose typefaces and graphics makes it look like Sports Illustrated, spotlight articles about training and the nutritional habits of several pro athlete Gatorade endorsers. Freelance writers, not SI staffers, wrote the articles. The mag was mailed to 250,000 subscribers inside bags that contained the regular May 2 weekly issue, Ad Age reports. Only subscribers with children ages 12 to 17 received it as Gatorade targeted young athletes.
Why This Matters: Damian Slattery, chief marketing officer for Sport Illustrated Group, calls it "groundbreaking execution" and hopes it will spark interest from other advertisers. While SI Overtime has done print projects before, this was by far the most-aggressive one to date.
A Take: Ad Age
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| | #2 | Realtors Integrate Into Modern Family
| | | The National Association of Realtors teamed up with the network and the sitcom's studio 20th Century Fox TV for an integration deal that features Phil Dunphy, the realtor character played by Ty Burrell. The goal of the campaign is to get audiences to see the value in working with a realtor when buying a home. The association kicked off the campaign by running TV spots before and after Wednesday night's episode that also featured a specially written storyline by the show's creators involving NAR. Commercials also ran during other ABC shows, including black-ish and The Goldbergs. Spots will also run on other networks during the month of May.
Why This Matters: While Modern Family has run brand integrations before, this is the first time it's run one involving a trade association. The idea for the integration came from NAR's media agency Havas Media, The Wall Street Journal reports. NAR's creative agency Arnold Worldwide produced the commercials.
Two Takes: WSJ | Adweek
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| | #3 | Time Inc. to Launch Ad-Supported Video Network
| | | The publishing company plans to launch an ad-supported streaming video service called the People/Entertainment Weekly Network, that will leverage two of its print magazine brands. The new network will debut this fall and will offer more than 100 hours of original programming focusing on a mix of human interest stories and series, lifestyle content, including food and beauty coverage and pieces about Hollywood celebrities, The Wall Street Journal reports.
Why This Matters: As readership of print magazines declines, the country's largest magazine publisher wants to tap into the rising popularity of streaming video, particularly among younger consumers. The new digital network will, of course, give advertisers yet another place to try to reach younger consumers outside of linear TV.
Two Takes: WSJ | Ad Age
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| #4 Instagram Testing Brand Pages (MediaPost)
#5 Omnicom Health Group Buys Data-Driven BioPharm (WSJ)
#6 Ogilvy Helps KFC Create Finger Lickin' Nail Polish (Digiday)
#7 Horizon Offers Back-to-Work Program (MediaPost)
#8 Publishers Tepid on Facebook Messenger Bots (Digiday)
#9 Flaws in Google's 'Time Spent' Metric (Ad Age)
#10 Ten Retailers That Make Women Feel Good (MediaPost)
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|  | • 95.8
Percentage of social media marketers worldwide who say that Facebook is the social media platform that produces the best return on investment, according to a survey by Social Fresh in collaboration with Firebrand Group and Simply Measured.
– Reported by eMarketer |
| | Ratings | 'Empire' Slips But Powers Fox to Win
By Luke McCord Fox topped Wednesday's primetime ratings with a 2.4 rating/8 share, among adults 18-49, according to Nielsen overnight numbers. Rosewood and powerhouse Empire each dropped a tenth to a 1.2 and 3.6, respectively. CBS followed with a 1.7/6. Survivor matched last week's 2.1, while the season finale of Criminal Minds rose 6% to a 1.8. Spinoff Criminal Minds: Beyond Borders was flat with a 1.2. ABC came in third with a 1.5/5. The Middle was even with a 1.7 and The Goldbergs rose 19% to a 1.9. Modern Family was flat with a 2.2, while black-ish rose 7% to a 1.6. NBC finished in fourth with a 1.0/4. Heartbeat slipped a tenth to a 0.7. Law & Order: SVU and Chicago P.D. each fell three-tenths to 1.1 and 1.2, respectively. The CW pulled in a 0.7/2. Arrow fell a tenth to a 0.7, while Supernatural also dropped a tenth to a 0.6. For more, click HERE |
| | Fates & Fortunes | • KARUNA RAWAL was promoted to president of Leo Burnett agency Arc U.S. and chief strategy officer of Arc Worldwide, while CHRIS CANCILLA has joined the agency as U.S. chief creative officer. Rawal succeeds Bob Raidt who was serving as both global and U.S. president of Arc, and was elevated to global CEO. Rawal was most recently executive VP and business lead for Arc's Walmart and Procter & Gamble accounts in North America. Cancilla was previously executive creative director at VSA Partners, but also worked at Arc in the mid-2000s. • NELSON PINERO was named senior digital director and senior partner at GroupM Multicultural. He was most recently at GroupM agency MEC, where he serviced several accounts including IKEA and Marriott. Prior to that he worked on the Sprint account at another GroupM agency Mindshare, where he also served on the digital team. He has also held positions at MediaVest and Dentsu. • SHERI SALATA, co-president of OWN is leaving the network to launch a new brand innovation agency. OWN co-president ERIK LOGAN will take over as sole president for the Oprah Winfrey network. Salata served as co-president since 2011, but worked with Winfrey at her Harpo Studios beginning in 1995. • KATHY SAVITT is leaving her post as president of digital at STX Entertainment after a short stint that began last September, according to a Wall Street Journal report. Prior to joining STX, she spent three years as chief marketing officer and head of global media at Yahoo.
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