| | Media Buyer & Planner Today | | | | | | | | | #1 PwC Brand Takes Oscar Hit | | Accounting powerhouse PricewaterhouseCoopers could be facing lasting brand damage in the aftermath of mistakenly giving the Academy Awards presenters the wrong envelope that resulted in the incorrect announcement of the winning Best Picture film. While the mistake made in front of more than 30 million TV viewers was corrected, it was not before all the principals of the movie La La Land had gone up on stage to receive the Oscar, only to be told it was a mistake and that Moonlight instead had been voted Best Picture. A report in Ad Age says the brand damage for the world's second-largest accounting firm could be severe, since their business and reputation is based on accuracy. "It is potentially a significant dent to their brand," says Katie Sprehe, director of reputation research at APCO Worldwide. Thomas Fladung, VP of Hennes Communications, which specialized in crisis management, says the quick fix of the mistake was smart, but PwC will need to do more in order to repair its reputation. | | WHY THIS MATTERS: The mistake can open the door for accounting competitors like Ernst & Young, Deloitte and KPMG to take advantage of it. Not only does PwC have to overcome being the butt of jokes on social media, but competitors could use the gaffe in presentations trying to win away some of its clients. Clearly, PwC needs to do some type of campaign of its own to try to restore confidence in its reputation. | A Take: Ad Age | Adweek
| | | | #2 Ads on Streaming Devices to Get More Targeted | | Ad tech company BrightLine is teaming up with Nielsen Media Cloud to potentially enable advertisers to tap into Nielsen's 60,000 different audience segments, which can be used for ad targeting purposes on connected TVs and other devices, The Wall Street Journal reports. The goal is to make TV ads shown on over-the-top streaming apps on devices like Apple TVs or Rokus more interactive and more targeted. | | WHY THIS MATTERS: Media companies like Hulu, Discovery Communications and Viacom are already using BrightLine technology to add elements of interactivity and personalization to their traditional TV ads. This new deal between BrightLine and Nielsen will offer another dimension of targeting. | | A Take: WSJ | | | | #3 CNN's Great Big Story Bets on Animation | | The Turner cable news network's Great Big Story, the social video network that creates and offers content for social media and mobile platforms, has six of its 40 employees working in its animation department, Digiday reports. The department is responsible for producing two- to three-minute cartoons as well as supporting art and graphics for live-action videos. It produces about two to three fully animated pieces a month and each one can take about a month to produce. "Animation is a way to tell stories that we would have no way to tell otherwise," says Ben Whitla, creative director of Great Big Story. He says animation allows for the coverage of historical topics where there is often no film footage or photos of. The animated videos average 300,000 viewers across platforms. When they run on YouTube, viewers watch 70% to 80% of each clip which is engagement higher than live action video clips. | | WHY THIS MATTERS: With the Great Big Story team so committed to animation, and the results seemingly solid, it might behoove marketers to look into finding ways to incorporate their messages in this type of content. | | A Take: Digiday | |
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| | 67 | | Percentage of U.S. millennials likely to purchase products and services from brands using a chatbot, according to a survey by Retale. That's from among 60% of all U.S. millennials who say they have used a chatbot. At the opposite end of the spectrum – 14% of millennials say they are "not interested" in making purchases via a chatbot. | – Reported by eMarketer
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| | Oscars Steady in Early Numbers | by Luke McCord
ABC's telecast of the 89th annual Academy Awards averaged an overnight 22.4 rating in metered market households, according to Nielsen. That's nearly even with last year's 22.5 rating (which initially reported as a 23.4).
In adults 18-49, the Oscars scored a 12.7 rating in local people metered markets. That is compared to a 13.0 rating last year.
The lengthy awards show had plenty of drama towards the end, as La La Land was initially and incorrectly named the winner of Best Picture (Moonlight took the honor). ABC finished in first by a wide margin Sunday with a 7.4 rating/23 share among adults 18-49, according to Nielsen overnight numbers. During primetime, the Oscars telecast scored an 8.7 and the live red carpet coverage a 5.2.
Fox came in second with a 0.8/2, followed by NBC and CBS at 0.6/2s, Univision with a 0.5/2 and Telemundo with a 0.4/1.
CBS and Fox aired repeats, while NBC aired feature film Neighbors for a 0.5. Fast national ratings will be released later Monday by Nielsen. In last year's fast nationals, the Oscars pulled in 34.3 million viewers and a 10.4 rating in adults 18-49, both down from 2015. | |
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| • MARLA KAPLOWITZ was named president and CEO of the American Association of Advertising Agencies (4As). She joins the ad industry trade association from media agency MEC, where she was North America CEO. She will succeed Nancy Hill, who has held the position since 2008 and who had announced last year that she would be leaving. Kaplowitz joined MEC in 2011. Prior to that she spent 12 years at MediaVest, where she rose to executive VP, media director and oversaw North America communications planning for the P&G account. She also worked as a senior VP, media director at Ammirati Puris Lintas and as a VP, assistant media director at DMB&B.
• JOE ZUBI, whose family sold Miami-based Zubi Advertising to WPP earlier this month, will be leaving the agency along with his sister MICHELLE ZUBI. Prior to the sale, Joe Zubi was chief operating officer and Michelle Zubi was chief administrative officer of the Hispanic agency founded by their mother Tere more than 40 years ago.
• ERICH FUNKE was named chief creative officer at Garage Team Mazda, the WPP dedicated agency started in 2010 to handle the Mazda account's North America advertising operations. He was previously VP, creative director at Saatchi & Saatchi Los Angeles. He has also held creative positions at FCB Irvine, BBDO Chicago and TBWA Los Angeles. • MARK RISIS has joined The Weather Company as VP of partnerships. He was previously head of strategy and business development for TiVo Research. He was also a founding partner, managing director and executive producer for Brand New World, a digital creative agency.
• MARLA PROVENCIO is leaving her position as executive VP and chief marketing officer at ABC. She was promoted to the post in 2011 and has been with the network since 1979.
• PAUL RITTENBERG is leaving his position as executive VP of ad sales at Fox News, where he oversaw advertising for Fox News Channel and Fox Business Network, effective April 28. He has been with Fox News since 1996, when he joined as VP of ad sales. Prior to that he was VP of ad sales at CNBC and before that held ad sales positions at ABC. | |
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| | Manager, Engineering and IT | The Christian Broadcasting Network – Washington D.C., Dist. Columbia, United States
| | | | Associate Producer | WBNS 10TV – Columbus, OH, United States
| | | | Director of Engineering | WBNS 10TV – Columbus, NA, United States
| | | | Senior Manager, Engineering & IT, WRC | | WRC - NBCUniversal – Washington DC, Dist. Columbia, United States | | | | more jobs » | |
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