| Today's Top Stories | | #1 | Omnicom Wins McDonald's Creative Business
| | | The hamburger chain giant selected holding company Omnicom following a pitch led by DDB North America CEO Wendy Clark, Ad Age reports. Omnicom was chosen over another holding company, Publicis Groupe, and plans to set up a dedicated agency to handle McDonald's creative account. Omnicom's dedicated agency will be overseen by Clark and will take over complete handling of the account on Jan. 1, 2017. Incumbent media agency OMD, also part of Omnicom, continues in that role but was not part of the review.
Why This Matters: Incumbent Publicis agency Leo Burnett, which has worked with McDonald's for 35 years on its U.S. creative business, is out. Although Publicis will still do some work for McDonald's outside the U.S. For Omnicom winning U.S. creative for the $1.4 billion ad spending account was another major win for the month. Earlier, AT&T consolidated its creative, digital and media accounts with Omnicom.
A Take: Ad Age
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| | #2 | Nielsen Finds Linear TV, YouTube Complementary
| | | A Nielsen case study commissioned by YouTube owner Google finds TV reach seems to drive YouTube engagement, and in turn, YouTube engagement drives TV reach, Adweek reports. In short, the study finds that people who view a TV program's content on YouTube are more likely to tune into the actual show on TV. Nielsen evaluated 30 TV shows of all genres, analyzed historical YouTube and TV currency data from Nielsen's own sources, and studied habits of those who watch TV content on YouTube compared to those who don't. One piece of data – there was an 18% increase in tune-in on TV for leading talk shows amongst an audience that watched YouTube content of those shows.
Why This Matters: Says Jonathan Zepp, head of North American partnerships for YouTube, "The notion that YouTube can bring new people into a show while also keeping current fans connected presents a big opportunity for both programmers, as well as advertisers, who seek to capture audiences whenever and wherever they watch premium content."
A Take: Adweek
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| | #3 | Third Season for Kimberly-Clark Branded Video Series
| | | The packaged goods marketer's original scripted web series Carmilla, which subtly promotes its U by Kotex brand, debuts for a third season in September. The series on YouTube, based on a vampire-focused novella, is completely funded by Kimberly-Clark and has been a hit with viewers, The Wall Street Journal reports. It consists of 5-minute, mini-episodes and has drawn 43 million views on YouTube without any outside promotion from K-C. The series costs under $1 million to produce for a season and draws 150,000 viewers per episode.
Why This Matters: It's too early to tell if these types of paid programming will become a dominant type of advertising down the road but Kimberly-Clark has had some success so far. A survey of 10,500 viewers found that 31% claimed they bought U by Kotex because of the series and 93% knew the brand was backing the series.
A Take: WSJ |
| #4 Dr Pepper Debuts College Football Campaign (Ad Age)
#5 Celebrities Bring Attention to Podcasts (Adweek)
#6 Why Creative Director Role Must Change (Ad Age)
#7 How Fashion Shows Became Mass Audience Events (Glossy)
#8 Using WhatApp Data on Facebook Could Be Risky (Digiday)
#9 KLM Using Social Media Humor (NYT)
#10 One-Third Of Native Ads Fail FTC Guidelines (MediaPost)
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Percentage of U.S. internet users who say they trust banking sites with their personal data, according to data by Feedzai and The Harris Poll. That was the site trusted most. At the other end of the spectrum were search engines and wireless providers, trusted by only 2% and big corporations and social media sites, trusted by only 1%.
– Reported by eMarketer |
| | Ratings | NFL Paces NBC
By Michael Malone NBC won the ratings race with a 1.5 score in viewers 18-49, per the Nielsen overnights, and a 5 share. Fox posted a 1.0/4, while CBS did a 0.9/3 and ABC a 0.8/3. NBC's The Timeline rated a 0.8 before an NFL pre-season game, Bengals versus Jaguars, at 1.7. Fox rode an NFL pre-season overrun into repeated comedies starting at 7:30. On CBS, 60 Minutes rated a 0.9, up 29%, before Big Brother grew 5% to a 2.0. Following a repeat of Madam Secretary, BrainDead rated a flat 0.3. ABC featured the charity special WE Day at 0.3, then Celebrity Family Feud at 1.0, down 9%, The $100,000 Pyramid at a flat 1.0, and Match Game at a flat 0.9. For more, click HERE |
| | Fates & Fortunes | • STEVEN PASSWAITER was promoted to VP and general manager of Kantar Media's Campaign Media Analysis Group, where he will oversee the tracking of political ad spending. He succeeds Elizabeth Wilner who held the post for five years. Passwaiter was most recently senior director of business development for CMAG. • MARK KIRSCHNER was named chief marketing officer at ad tech company The Trade Desk. He was previously CMO at eBay Enterprise and also served as CMO at Rakuten. • CHARLES OSGOOD will step down as anchor of CBS Sunday Morning after 22 years, part of his 45-year career at CBS. His final broadcast will be on Sept. 25, although he will continue to anchor The Osgood File on CBS Radio Network and make occasional appearances on CBS Sunday Morning.
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