| | Media Buyer & Planner Today | | | | | | | | | #1 WPP Wins Walgreens Boots Global Account | | The giant pharmacy chain following a review has awarded agency holding company WPP is global advertising account to handle its marketing and communications which will include creative and media buying and planning. The chain includes some 13,000 retail stores in 11 countries, including more than 8,200 Walgreen's stores located in each of the 50 U.S. states. The chain spends some $600 million on advertising annually and more than $200 million in the U.S, according to Kantar Media. Incumbents out include Omnicom's OMD for media in the U.S. and GSD&M for U.S. creative. Mother was the creative agency in the U.K. WPP will create a dedicated agency, called Team WBA, to handle all aspects of the account. WPP did not say which agencies will work on the new account but WBA will have offices in New York, Chicago and London. | | WHY THIS MATTERS: This is a major win for WPP and significant loss for the agencies that were replaced. It is a continued indication that more and more larger advertisers are choosing to consolidate their agency duties under one holding company. "We have grown rapidly, so too have our marketing and communications needs, and this multidimensional model and a new way of working will better support our vision for the company and future growth plans," said Stefano Pessina, executive vice chairman and CEO of WBA. WPP has similar dedicated agency teams for clients Ford and Target. | Three Takes: Ad Age | Media Post | Adweek
| | | | #2 Pinterest Rolls Out Search Ads | | After testing search ads for several months with a handful of partners, the social media platform is now opening up the program to a wider base of marketers. The ads will be more prominently displayed and like search ads on Google, the new Pinterest ads will be sold via a digital auction on a cost-per-click basis, The Wall Street Journal reports. Rather than text-based ads which dominate Google, Pinterest's search ads will primarily feature images. Pinterest will partner with ad buying software company Kenshoo to enable retailers to deliver feeds that can be used to create streams of product-specific search ads in real time. Home Depot, Target, Garnier, eBay and Barilla were among the marketers previously testing the search ads. Now it is opened up to about a dozen more clients. | | WHY THIS MATTERS: Search advertising generated $16.3 billion during the first half of 2016 alone, but a majority of that revenue went to Google. Pinterest wants a piece of that pie and says more than two billion searches are conducted on the site each month from its 150 million users – and 97 percent of the searches last year were not branded. So there is a major opportunity for Pinterest if they can sell marketers on the search ad concept on its platform. | Three Takes: WSJ | Ad Age | Adweek
| | | | #3 Why Brands Need Second Screen Super Bowl Strategy | | Tom Kershaw, Rubicon Project's chief product and engineering officer, says in a first person Adweek article that brands regardless of size need to invest in a second-screen Super Bowl strategy. According to a Rubicon Project survey of more than 800 self-described "die-hard" football fans, more than 25% regularly engage in second-screen content while watching NFL games. And more than one-third of 3,900 self-identified Atlanta Falcons or New England Patriots fans plan to engage with their mobile devices during the Super Bowl. He recommends brands initiate a second-screen campaign that includes both mobile and desktop but that is targeted different for each platform. He also says the Super Bowl audience is so big that it is easy for brands to specifically target consumer demos of their choosing on second screens during the game. | | WHY THIS MATTERS: Kershaw's point is that with an audience of more than 100 million for the Super Bowl, some one third of the national population, the opportunity is too important to pass up by not trying to reach a segment of that audience via second screen platforms. "With tens of millions of fans planning to both watch the game live on television while also checking stats, playing games, shopping and engaging with social media on their mobile device, the second screen presents a clear opportunity for brands seeking to maximize their Super Bowl strategy," Kershaw says. | | A Take: Adweek | |
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| | 93 | | Percentage of U.S. internet users and Gen X consumers, ages 36-51, who have made a digital purchase, according to data from Berkeley Research Group. That compares to 90% of millennials, ages 18-35, and 84% of baby boomers, ages 52-70. | – Reported by eMarketer
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| | The CW Shows Grow | by Michael Malone
After primetime started off with President Trump announcing his pick for Supreme Court justice, NBC went on to win the night at a 1.2 rating in adults 18-49, according to the Nielsen overnights, and a 4 share. Trump was on from 8 p.m. until 8:17 ET.
NBC aired a new episode of The Wall at 9, the game show down 13% to 1.4. A This Is Us repeat followed.
The CW was next at 0.9, as The Flash grew 22% to 1.1 and DC's Legends of Tomorrow lifted 17% to 0.7.
CBS and Fox were both at 0.8/3. CBS had Super Bowl's Greatest Commercials at 0.9 and repeats on either side.
Fox saw The Mick grow 10% to 1.1 and Bones do a flat 0.9.
ABC scored a 0.7/3, with repeats before a new Marvel's Agents of S.H.I.E.L.D. fell 14% to 0.6.
Among Spanish-language broadcasters, Univision rated a 0.7/2 while Telemundo weighed in at 0.6/2.
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| • DAVID DIEDERICH was promoted to the newly expanded role of senior VP, national ad sales at WGN America. He will oversee national ad sales with all account executives and VPs reporting directly to him. He will be based in Los Angeles and report to David Rotem, executive VP ad sales and marketing, who is based in New York. Diederich will also continue to manage the western regional office, oversee business development of national marketing partnerships and strategically align WGN's content with its consumer brands. He has been with WGN since 2004 and was most recently VP, ad sales and brand partnerships, Western Region.
• EVAN SLATER was named an executive creative director for Heat New York. He joins from Night Agency, where he was executive creative director and partner. He also served as creative director at Ogilvy & Mather, where he spent four years. | |
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