| | Media Buyer & Planner Today | | | | | | | | | #1 WPP Acquires Zubi Advertising | | The GTB network inside agency holding company WPP has acquired independent U.S. Hispanic agency Zubi Advertising, which handles, among other clients, the Ford Motor Co. Hispanic account, Ad Age reports. The agency will continue to operate under the Zubi name, but will be part of GTB, which was created last year by combining three WPP agencies that handled the Ford business – Team Detroit and dealer division Retail First, along with Blue Hive, which handles Ford outside the U.S. According to Ad Age, Zubi Advertising was one of only four independent Latino agencies left among the Top 15. The agency has 120 staffers in officers in Miami, Detroit and Los Angeles and Ford accounts for about 50% of the agency's revenue. Its other clients include Chase, Dunkin Donuts, Lincoln Motor Co. and Walgreens. The agency was founded by Tere Zubizarretta in 1976 and is currently headed by her son Joe Zubi who is chief operating officer. | | WHY THIS MATTERS: WPP has been trying to bundle in Ford's Hispanic business for some time. Joe Zubi finally decided to give up his agency's independence. "We've been approached several times by WPP over the years," he said. "It was time for us to listen. We've been fighting the independent battle for a long time." | Two Takes: Ad Age | Media Post
| | | | #2 Mediabrands Launches Social Content Agency | | Interpublic Group's Mediabrands, which oversees the holding company's media accounts through agencies including UM and Initiative, has created a new global social media and digital content agency called Mediabrands Society, Media Post reports. Rob Bernstein was named to head the North America operation as executive VP, managing director. He joins the new agency from WWE, where he was senior VP, digital content. Nick Childs, who was most recently global creative officer at Initiative, is the new chief creative officer at Mediabrands Society. The new agency will launch with offices in the U.S., Canada, England, Australia, Philippines, Malaysia and Mexico, with plans to open other offices this year. Initial clients include Fiat Chrysler, Sony Pictures and Coca-Cola. | | WHY THIS MATTERS: Social media is becoming more important to marketers and this new agency is an example of how agency holding companies are seeing the need to offer more specific expertise in that area. | A Take: Media Post
| | | | #3 WSJ, NYT Rated Best for Sponsored Content | | A new report by sales intelligence company MediaRadar rates The Wall Street Journal and The New York Times as having the strongest renewal rates among brands who advertise on their websites using branded content, Ad Age reports. The Journal has a client renewal rate of 73%, while the Times' client renewal rate is 71%. Other strong sites when it comes to producing effective native advertising for clients are Quartz (with a renewal rate of 69%); Deadspin.com (66%); The Washington Post (66%); The Atlantic (64%); CIO Magazine (64%); Fitness (64%); and Politico (63%). The MediaRadar report says the more successful publishers are charging brands as much as $75,000 a month for sponsored content. In most instances, the sponsored content isn't aimed at getting clicks or impressions, but instead aimed at changing brand perception over a longer period of time. | | WHY THIS MATTERS: Branded or sponsored content is growing in popularity among marketers because it is proving to be more successful at garnering consumer engagement. According to MediaRadar, brands that buy native ad units see four to five times more engagement when compared to buying traditional banner ad unit. | A Take: Ad Age
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| | 80 | | Percentage of U.S. marketers who would like to see the measuring of return on investment improved as it relates to influencer marketing, according to a Chute and Thuzio 360 study. Some 55% also said they would like to see better vetting of influencers. | – Reported by eMarketer
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| | CBS, 'Hunted' Top Repeat-Heavy Night | by Luke McCord
CBS topped broadcasters in primetime Thursday with a 1.2 rating/4 share among adults 18-49, according to Nielsen overnight numbers. Hunted scored a 1.3, even with last week. Criminal Minds earned a 1.3, while Code Black jumped two tenths to a 1.1.
ABC, Fox and NBC all tied with 1.0/4s. ABC and NBC both aired repeats.
Fox's special Showtime at the Apollo reeled in a 0.8, and Star rose a tenth to a 1.3.
The CW pulled in a 0.5/2. Arrow matched last week's 0.6, and The 100 earned a 0.4 for its season premiere.
Among Spanish-language broadcasters, Univision and Telemundo both earned 0.6/2s. | |
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| • KERRY BIANCHI was promoted to chief executive officer of programmatic media company Collective. She also continues in her role as president. She joined Collective as chief operating officer in 2015 and was named president in July 2016. She has previously held executive roles at E*Trade, Accenture, Time Inc. and TBW/Chiat/Day, according to a Media Post report.
• TAMRON HALL has left NBC News and MSNBC where she has worked on-air since 2007. She had most recently been co-host with Al Roker of NBC News' daily morning show Today's Take, which will be replaced this fall by a new morning hourly show to be hosted by Megyn Kelly. Hall has also hosted the MSNBC show Deadline Crime.
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