| | Media Buyer & Planner Today | | | | | | | | | #1 Chipotle Readies Largest Campaign Ever | | The Mexican restaurant chain's marketing plans for 2017 include a TV series for kids and its biggest ad campaign in its history, Ad Age reports. The ad campaign is set to launch in April and will change its tactic of using promotional offers to bring customers back following its food poisoning problems. The new campaign will promote the taste and ingredients in its foods in an attempt to target some 60 million customers who visit the chain infrequently or haven't been there for six months or longer. Chipotle will also feature more fundraisers held at its stores, which is seen as a way to draw customers back. The chain also plans to advertise more consistently throughout the year rather than focusing just on spring and fall as it has done in the past. | | WHY THIS MATTERS: Chipotle is still recovering from more than a year of sluggish sales following several incidents of customers becoming ill at some of its restaurants. Chief marketing and development officer Mark Crumpacker says the chain continues to work hard to rebuild its brand story. Fourth quarter sales were down 4.8%, a steeper decline than industry analysts projected. | | A Take: Ad Age | | | | #2 Startup Uses AI to Edit Social Videos | | Video technology company Octi, recently started by Justin Fuisz, who founded Fuisz Video in 2013, is helping marketers use artificial intelligence to create better social media video, The Wall Street Journal reports. Octi allows marketers to shoot videos using multiple cameras at the same time and then uses artificial intelligence to automatically produce a seamlessly edited single clip that can be distributed via social media. Anheuser-Busch InBev and Techstars are among the investors. | | WHY THIS MATTERS: Ben Kosinski, director of digital innovation at A-B is hoping Octi will help the beer giant do more in social media while saving money. "This allows us to create quality content at scale," he says. "Typically for something like this you have to bring on agencies, pay them. That takes up a lot of time. This lets you produce high quality content without all that." | | A Take: WSJ | | | | #3 64% of Marketers Have Snapchat Account | | The new report from research firm L2 finds 64% of marketers have a Snapchat account, but only 67% of those accounts are active, Adweek reports. The report overall tracks 427 brands in various categories across eight social platforms and details their social activity from Jan.-Oct. 2016. While 62 brands opened up a Snapchat account during the first 11 months of 2016, the report says, "many brands have struggled to produce content for the platform." In October, food beverage and hair care brands were Snapchat's biggest advertisers. The report also details marketer involvement and ad data for platforms including Facebook, Instagram and Twitter. | | WHY THIS MATTERS: With social media becoming a more and more important part of brands' marketing and outreach to consumers, it's important for them to have independent data about how the social media platforms are performing. The L2 report is one way of getting that type of information. | | A Take: Adweek | |
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| | 79.4 | | Percentage of U.S. millennial mother internet users who use their smartphones to search for better prices elsewhere when shopping, according to a survey by Roth Capital Partners. Some 68.9% use their smartphones to search for and read product reviews, while 67.1% use their smartphones to search for and download coupons. Only 18.6% don't use a smartphone while shopping. | – Reported by eMarketer
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| | 'This Is Us' Hits Series Record | by Michael Malone
On a night interrupted by President Obama's final address from the White House, NBC won the ratings race with a 2.3 rating in 18-49 and an 8 share. NBC aired The Wall at a flat 1.7, then the return of This Is Us, at 10, scoring a 3.0. This Is Us scored a 2.8 in its last airing in early December.
ABC did a 1.2/4, CBS and Fox a 1.0/3 and The CW a 0.3/1.
The presidential address, aired by ABC, CBS, Fox and NBC, ran from 9 to 10, with NBC winning that time slot easily.
ABC's The Middle was a flat 1.7 and American Housewife was down a tenth of a point at 1.5, before Marvel's Agents of S.H.I.E.L.D. grew 14% from its last airing to 0.8.
CBS had repeats before and after President Obama.
On Fox, New Girl did a flat 1.1, while The Mick's 1.1 was down 15%. CW ran original programming at 9, with No Tomorrow doing a flat 0.2 | |
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| • ALAN WURTZEL is stepping down as president of research and media development at NBCUniversal. He is a 17-year veteran with NBC and has spent 40 years in the broadcast TV business. His entertainment research staff will now report to Jeff Bader, president of program planning, strategy and research at NBC Entertainment. His program and ad standards teams will report to Mark Lazarus, head of NBC's broadcast and sports group.
• DAVID LYNN was named president and CEO of Viacom International Media Networks. He was previously president of Viacom's International's operations in the U.K., Northern and Eastern Europe. He succeeds Bob Bakish, who was previously promoted to CEO of Viacom. Lynn had been president of Viacom's Europe unit since 2014 and was executive VP and managing director since 2007. He was also senior VP and managing director for Nickelodeon UK.
• KRIS SHAFFER was named executive VP, chief strategy officer at McCann Detroit, and VEDA PARTALO, was appointed executive VP, head of brand strategy at McCann New York. Shaffer was previously executive VP, global chief strategy officer, at Hudson Rouge. Portalo was previously head of brand strategy at Untitled Worldwide. • ED BRASSEL was promoted to executive VP of enterprise business intelligence for Comcast Cable and NBCUniversal. He previously held the title for Comcast Cable and in his new role, also assumes the title for NBCUniversal properties. Before joining Comcast in 2013, Brassel was senior VP of marketing and business analytics at DirecTV. He has also held marketing positions at A.J. Heinz and R.J. Reynolds.
• KARINA KOGAN was named senior VP of digital media and product for TBS and TNT. She was previously executive VP of digital at Participant Media. Prior to that, she was executive VP and chief marketing officer at Buzzmedia. • MAGNUS DJABA was named global president of Saatchi & Saatchi, succeeding Robert Senior, who is stepping down as global CEO. Djaba will assume the same role as Senior, but parent company Publicis has changed its policy, now designating president titles for global roles and CEO titles for countries or regional roles. Djaba was previously U.K. CEO of Saatchi & Saatchi Fallon. Senior has been global CEO since Jan. 2015. | |
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