| | Media Buyer & Planner Today | | | | | | | | | #1 Mindshare Wins TJ Maxx U.S. Media Account | | The WPP and GroupM agency has been awarded the media planning and buying account of TJX Cos., parent of TJ Maxx, Marshalls, HomeGoods and Sierra Trading Post, Ad Age reports. The retail company spent $217 million on measured media in the U.S. in 2016, according to Kantar Media. Incumbent media agency was Trilia, which is a unit of Hill Holliday. TJX has a total of 3800 stories across the country under the four brand names and is reportedly planning to launch a new line of home décor stores to complement the HomeGoods chain. The TJX strategy of offering off-pricing for name brand merchandise has been a successful one at a time when many large retailers like Sears and JC Penney are struggling. | | WHY THIS MATTERS: This is a big win for Mindshare after recently losing the $150 million Mattel media account in the U.S. to Publicis Groupe. The account change comes under Ernie Herman, who was promoted to CEO last year and who plans to continue tweaking that chain's marketing strategy. | A Take: Ad Age
| | | | #2 Magna Sees Flat TV Ad Sales for 2017 | | The media agency in its latest forecast is projecting that media advertising across all platforms will grow by 3.7% in 2017, excluding the effects of the presidential election and the Olympics last year. Digital ad sales will be up 14%, while offline media ad spending overall will decline by 3%. Linear television ad sales are expected to be flat, as high single-digit ratings erosion will barely offset high single-digit CPM inflation. While many of the large national brands looking to reach mass audiences will continue to allocate significant spending to linear national TV, many smaller brands could be priced out of the marketplace. Meanwhile even those advertisers who remain in television will be moving some dollars to digital. | | WHY THIS MATTERS: Despite the ad problems digital platforms face with measurement metrics, viewability issues and more recently content issues that have turned many advertisers off, digital will still continue to grow its ad dollars. However, as long as television ratings don't completely fall off the cliff, they will be high enough to keep marketers there and TV will continue to be a vehicle that marketers can use to keep prices down when negotiating with digital media companies. | Two Takes: B&C | MediaPost
| | | | #3 NBC Olympic Sales Pacing Ahead of Sochi | | NBC Sports says ad sales for the 2018 Winter Games from PyeongChang, South Korea, are pacing ahead of the 2014 Winter Games from Sochi, Russia. To help facilitate advertiser interest in the Games, NBC will be selling two other major sporting events together with it – the Super Bowl and the World Cup, which will be airing in Spanish on NBC-owned Telemundo. At an upfront meeting with advertisers on Wednesday, NBC announced a deal with Snapchat that it estimates will help push its ad revenue on social media above the eight-figure range. NBC will also change the metrics under which it will offer ad guarantees for the Olympic Games. Instead of using household ratings as is traditionally done for sports events, NBC will guarantee audiences for advertisers in primetime across broadcast, cable and digital based on the People 2+ metric. "We had to create a common metric," says Dan Lovinger, executive VP, advertising sales, for NBC Sports, in order to sell and guarantee across all platforms. | | WHY THIS MATTERS: NBC is paying massive rights fees for the Olympics as well as the other major sports events, so it is imperative for the network to monetize all those telecasts the best way possible and to do everything it can to motivate every advertiser to jump on board. And starting to sell those 2018 events now, also gives the NBC Sports sales force a longer period to convince marketers to come into the tent. "Getting out of the box 11 months earlier gives our sales people a longer runway," says Gary Zenkel, president of NBC Olympics. | Three Takes: B&C | MediaPost | Adweek
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| | 139 | | Dollars in millions that consumers worldwide are forecast to spend on digital apps in 2021, according to data from App Annie. The five largest markets for app purchases are the U.S., China, Japan, South Korea and the U.K. | – Reported by MediaPost
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| | 'Empire' Down But Still Paces Fox to Win | by Michael Malone
Fox was tops among broadcasters Wednesday, posting a 1.7 rating in adults 18-49, per Nielsen's overnights, and a 7 share. Shots Fired did a 1.0, down from its 1.1 premiere, and Empire a 2.4, down 14%.
ABC was next at 1.4/6, as The Goldbergs grew 13% to 1.7 and the premiere of Imaginary Mary a 1.4. Modern Family was up 5% to 2.0 and Black-ish a flat 1.5 before Designated Survivor scored a flat 1.1.
CBS showed a 1.3/5. Survivor was good for a flat 1.7, while Criminal Minds was off 8% at 1.2. Criminal Minds: Beyond Borders grew 13% to 0.9.
NBC had a 1.0/4, with Blindspot at a flat 0.9 and Law & Order: SVU at a flat 1.1, before Chicago P.D. did a 1.1, down 8%.
The CW had a 0.4/2, with Arrow at 0.5 and The Hundred at 0.3. Both were flat with last week.
Among Spanish-language players, Telemundo and Univision both did a 0.6/2. | |
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| • PAUL HIRSCH was named to the newly created position of executive creative director of Havas Chicago. As part of his new role, he will partner with Drew Donatelle, executive creative director of the Havas millennial-focused agency The Annex. Hirsch was most recently creative director at California-based Division of Labor, an agency he co-founded. Prior to that, he held creative roles at Goodby Silverstein & Partners in San Francisco, and at Leo Burnett Chicago.
• GREGORY RAIFMAN was appointed to the newly created position of president of Nexstar Digital, where he will lead the media company's digital expansion and oversee digital advertising, among other duties that include identifying digital investment opportunities. Raifman joins Nexstar from Rubicon Project, where he served as president and will continue as a board member. Prior to that, he was founder, chairman and CEO of ad tech company Mediaplex.
• VIN FARRELL was named executive VP and global head of R/GA Studios. He was most recently global chief content officer at Havas, a post he had held since 2013. Prior to that he spent six years at R/GA as senior VP of creative operations and head of production. • KATE CATALINAC and CORINNE GOODE have joined BBDO San Francisco as creative directors. Catalinac was most recently a creative directors at Goodby Silverstein & Partners. Goode was doing freelance creative in Sydney, Australia, but prior to that was a senior art director at DDB Auckland.
• FRANK CARTAGENA and SAM SHEPHERD were named group creative directors at Kirschenbaum Bond Senecal. They both previously held creative positions at Deutsch New York.
• ROSIE BARDALES was promoted to chief creative officer of Havas agency BETC London. He was elevated from executive creative director. She has been with the agency for three years. Prior to that she held creative roles at Wieden + Kennedy Amsterdam, and BBH and Mother, both in London. • CARRIE SIEFER has joined the Weather Company as VP and chief revenue officer. She previously served as president of MediaVest USA, where she oversaw the agency's digital practice. Prior to that she was senior VP, strategy at Millennial Media. • STEPHEN HILL is leaving his post as president of programming at BET Networks. Connie Orlando, senior VP of specials, music programming and news will serve as interim head of programming until a permanent replacement is hired. Hill has been with BET since 1999. In another change at the network, ZOLA MASHARIKI, executive VP and head of original programming is also departing. | |
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