| | Media Buyer & Planner Today | | | | | | | | | #1 WPP Merges MEC, Maxus | | The holding company's media agency division GroupM is consolidating two of its global ad-buying agencies – MEC and Maxus – to help reduce costs and to allow parent WPP to invest in its other agencies, including an expansion of digital agency Essence, The Wall Street Journal first reported. MEC is a 15-year old media agency with 127 offices globally and represents clients including L'Oreal and Vodafone. Maxus is nine-years old and has 70 offices with clients including Barclays and NBCUniversal. Cost savings will come from cutting back on real estate, IT systems, back-office services and employees. Some of those cost savings will be used to fund GroupM's planned expansion of digital buying agency Essence, which it acquired in 2015. It plans to open new offices in six markets globally beyond those in the U.S., U.K. and Australia. It also wants to expand Essence expertise beyond digital and into TV and outdoor but using more digital, data-driven processes. Essence clients include Google and Visa. The new combined agency will eventually be renamed and will be led by Tim Castree, current CEO of MEC. Lindsay Pattison, CEO of Maxus had earlier been named GroupM chief transformation officer. Other ad buying units of GroupM include Mindshare and Mediacom, along with programmatic ad buying platform Xaxis. | | WHY THIS MATTERS: Greg Paul, CEO of consultancy R3 says Maxus has had a challenging time growing its client base both in the U.S. and globally and MEC lost major ad spending client AT&T last year. The merger also comes at a time when agency holding companies are facing increased pressure from advertisers to cut fees and also having to compete more with other agencies as clients more frequently put their business up for review. "We operate in a very competitive sector in a very competitive marketplace," says Kelly Clark, GroupM global CEO. "My job is to allocate resources in areas that give us growth in a challenging environment." | Two Takes: WSJ | Media Post
| | | | #2 Carnival Cruise Line Seeks New Agency | | The cruise line is parting ways with its longtime creative agency Arnold Worldwide, Adweek first reported. The company has launched a full creative review after working with the New York and Boston offices of Arnold Worldwide, which is not participating in the review. Arnold, which has handled creative work for Carnival since 2008 will see its contract end this fall. Omnicom's PHD has handled Carnival media buying and planning since 2013. | | WHY THIS MATTERS: Carnival is not a huge ad spender but a relatively visible client. Carnival Cruise Lines spent about $26 million on measured media in 2016, but that is down considerably from the $70-$80 million it spent in 2008 when Arnold won the creative account. | | A Take: Adweek | | | | #3 Study Finds TV Offers Better Lift than Digital | | New research from a Neustar study commissioned by Turner Broadcasting and Horizon Media found that for a $1 million investment, television's lift is consistently 7 times better than paid search and 5 times better than online display advertising across a broad list of ad categories, Broadcasting & Cable reports. The study also found that lift from TV campaigns between 2010 and 2016 provided a lift 5 times better than online display ads. "Dollar for dollar, TV provides the most scale and delivers the highest return on ad spend from both a sales and awareness perspective," the report says. It also states that removing TV and implementing a standalone digital strategy has an average negative halo effect of 18% on return on investment. | | WHY THIS MATTERS: The report was released just as the ad buying community is negotiating with the broadcast and cable TV networks on upfront spending for the new season. For sure the TV networks will be useing data like this to help convince marketers that they should be leery of moving too many dollars out of traditional TV and into digital. | | A Take: B&C | |
| | |
| | 12 | | Cumulative percentage of decline of total day 18-49 viewers for the four largest English-language broadcast networks for the Sept. to May season, according to Nielsen data. ABC, CBS, NBC and Fox cumulatively averaged 877,000 total day 18-49 viewers. NBC and Fox were down 10% each, CBS was down 13%, while Fox fell 20%. Those numbers do not include sports programming. | – Reported by MediaPost
| |
| | | |
| | Fox Wins on Decent 'F Word' Start | by Michael Malone
Fox was the top performer among broadcasters Wednesday, putting up a 1.0 in viewers 18-49, per Nielsen's overnight ratings, and a 4 share. The season premiere of MasterChef scored a 1.0, while the series premiere of The F Word With Gordon Ramsay did a 1.1. Next was NBC at 0.8/4. Little Big Shots was off 8% from its last airing at 1.2, while the season premiere of The Carmichael Show did a 0.9, followed by a second episode at 0.8. NBC then aired a repeat at 10. CBS, with repeats throughout prime, did a 0.6/3. ABC had a 0.5/2. It too was in repeats. The CW scored a 0.3/1 with repeats of Arrow and DC's Legends of Tomorrow. Among Spanish-language channels, Univision was at 0.6/3 and Telemundo at 0.4/2. | |
| | | |
| • JAMES FINN was named executive VP and head of marketing for FoxNext, the new unit focusing on next-generation experiences for Fox Networks Group and Twentieth Century Fox Film. He will also retain his position as executive VP and cohead of marketing at Twentieth Century Fox Home Entertainment. Finn has been with Twentieth Century Fox Film for 17 years, working in the theatrical, Fox Searchlight and home entertainment divisions.
• DAVE LOUGEE was promoted to president and CEO of Tegna, succeeding the retiring Gracia Martore. Lougee was previously president of Tegna's broadcast division, where he oversaw Tegna's 46 TV stations in 38 markets. Lougee is former president of Gannett Broadcasting, which was spun off from Gannett and renamed Tegna. He also served as executive VP of media operations at Belo.
| |
| | | |
| VIDWeek
June 12-16, 2017
Learn More
The Programmatic Summit
June 12-13 | The Stewart Hotel, NYC
Learn More
Social TV Conference
June 12, 2017 | The Stewart Hotel, NYC
Learn More
Next TV Summit
June 15, 2017 | Convene Conference Center, NYC
Learn More
Next Wave Of Leaders
June 16, 2017 | The Stewart Hotel, NYC
Learn More
The Digital Media Tech Leadership Summit
June 20-21, 2017 | Tampa Airport Marriott, FL
Learn More
| | more events » | |
| | | |
| | IT/Digital Media Manager, WRC | | NBCUniversal - WRC – Dist. Columbia, United States | | | | Senior Manager, Engineering & IT, WRC | | WRC - NBCUniversal – Washington DC, Dist. Columbia, United States | | | | MaintenanceTechnician | | WHDH-TV – Boston, MA, United States | | | | General Manager--Campus Television Channel | | Appalachian State University – Boone, NC, United States | | | | more jobs » | |
| | | | |
