Media Buyer + Planner: Papa John’s New Recipe; Amazon Hispanic Pitch

Media Buyer & Planner Today   July 31, 2017     Top Stories       #1 New Papa John's CMO Wants Quality Focus The nation's fourth-largest pizza chain has a new global chief marketing officer who wants to do more marketing that helps differentiate Papa John's from the pack and help it garner a larger share of the market, Ad Age reports. Brandon Rhoten, who joined the chain in May after six years with Wendy's is reevaluating all Papa John's advertising including its sports partnerships. He says the chain has lots of name recognition but wants the advertising to better highlight the quality of the food. He wants the marketing campaigns to assure consumers that they are "actually getting a better pizza" when they buy from Papa John's. Its upcoming fall campaign again featuring former NFL star Peyton Manning will focus more on the chain's passion to produce quality pizza. Rhoten says, "It's really hard to make a Papa John's pizza," and he wants consumers to know the painstaking processes that help set the chain apart from its competitors. WHY THIS MATTERS: Despite strong name recognition, Papa John's is a distant fourth in the competitive U.S. pizza industry with its sales gains way behind those of larger competitors Domino's and Little Caesars, as well as also struggling, but still market leader Pizza Hut. Rhoten believes the only way to make sales inroads is to show consumers why Papa John's actually does have better ingredients, like it's longtime tagline says. A Take: Ad Age   #2 Amazon Targets Hispanic Consumers The ecommerce giant is targeting Hispanic consumers to lure them away from traditional retailers like Target and Walmart, and those consumers are responding positively, Ad Age reports. While the traditional chains have been taking their own steps to lure Hispanic customers, like erecting Spanish-language signage in stores and running commercials on Spanish-language TV networks, Amazon is drawing away more Hispanic sales dollars. Target CEO Brian Cornell acknowledged at a recent conference that Hispanic consumers are shopping less at retail stores, citing an 11% drop in shopping visits by Spanish-dominant households in November and December. Meanwhile, Amazon has started a Spanish version of its website and is offering Amazon Prime subscriptions in Mexico. In a survey by market research company IRI, some 23% of U.S. Hispanics said they shop with Amazon at least monthly, compare with 20% of non-Hispanics. WHY THIS MATTERS: The buying power of the nation's 57 million Hispanics reached $1.4 trillion last year, 10% of the U.S. total, according to Nielsen. So this is a huge consumer category to target. And Amazon is making inroads at the expense of even the largest traditional brick-and-mortar retailers. A Take: Ad Age   #3 GroupM's Gotlieb Decries Lack of Long-Term Marketing The global chairman of WPP's media agency unit, which includes Mindshare, MediaCom, MEC and Essence, tells Ad Age he believes the "lack of effort on long-term marketing, destroyed and damaged more brand value than anyone can add up." He says every client is suffering from what WPP CEO Martin Sorrell calls "short-termism," where the focus by brands is on short-term return on investment rather than long-term success. Gotlieb believes today's lack of "deep client relationships" that agencies used to have has resulted in less positive results. And he faults clients who want to save money by downgrading the quality of media they buy. "The CPMs go down, the GRPs remain the same and the client saves money," he says, "but it doesn't always have the same effectiveness and doesn't always give the same outcomes." WHY THIS MATTERS: Gotlieb believes that the role of the media agency should be to help guide clients optimize their profits, not to simply save money on media spending. With a background of some 40 years of media buying and planning experience, you would think that marketers should be listening to his advice. Sometimes in this new media landscape that's not always the case. A Take: Ad Age     #4 Discovery to Buy Scripps for $14.6B (B&C) #5 Publishers Repackage Video Ads as Content (WSJ) #6 Nestle's Pure Life Launches Global Campaign (Ad Age) #7 Jury Out on Amazon Ad Potential (Digiday) #8 Ads Get Positive Feedback from Consumers (NYT) #9 Dealing with Ad Fraud (Digiday) #10 MTV Reviving 'TRL' Without Carson Daly (NYT)   Stat Of The Day     6 Percentage of global marketers who say their company's digital marketing integration is completely optimized, according to a study from Technology for Marketing and Smart Insights. Another 14% say digital marketing is fully integrated within the wider marketing plan but they are not optimizing. Some 32% say they are "actively" trying to integrate, while another 29% say have limited integration. Another 13% say they are not integrated at all, while 6% say they have no plans to integrate. – Reported by eMarketer   Ratings     'Candy Crush' Rebound Paces CBS by Michael Malone Thanks to a rebounding Candy Crush and typically strong Big Brother, CBS was the top scorer among broadcasters Sunday night, posting a 0.9 rating in viewers 18-49, per the Nielsen overnights, and a 4 share. Next was ABC at 0.7/3. On CBS, 60 Minutes fell 14% to 0.6 and Big Brother did a flat 1.8, before Candy Crush grew 20% to 0.6. An NCIS: Los Angeles repeat closed out prime. On ABC, prime started with repeats of America's Funniest Home Videos and Celebrity Family Feud. A fresh episode of Steve Harvey's Funderdome did a level 0.8, and The $100,000 Pyramid dropped a tenth of a point to 0.7. NBC did a 0.5/2. Sunday Night With Megyn Kelly scored a flat 0.5 and was followed by repeats of The Wall and American Ninja Warrior. Fox was at 0.4/2. Repeated comedies led into a new American Grit at a flat 0.4. Among Spanish-language networks, Telemundo and Univision were both at 0.3/1.   Fates & Fortunes     • MIKE BARON was promoted to senior VP, group creative director at Partners + Napier, while DAN O'DONNELL has also joined the Rochester, New York-based agency as a group creative director. Baron has been with the agency since 2005. O'Donnell joins from MARC USA, where he was a creative director. • JONATHAN GABAY was promoted to senior VP, comedy development and programming at Fox Broadcasting Co. He joined Fox in 2011 as manager of comedy development and was then promoted to director, executive director and to VP of comedy development and programming. Prior to Fox, Gabay was coordinator of current programming at The CW.   Events     News Technology Summit September 26-27, 2017 | Atlanta Airport Marriott, GA Learn More Streaming Technology Leadership Summit October 16-17, 2017 | The Stewart Hotel, NYC Learn More NYC Television Week October 16-19, 2017 | NYC Learn More B&C Hall Of Fame October 16 | Grand Hyatt Hotel, NYC Learn More VR 2020 Summit October 17 | The Stewart Hotel, NYC Learn More Advanced Advertising October 18 | Sheraton Times Square, NYC Learn More NextTV Summit New York City October 18 | Sheraton Times Square, NYC Learn More Hispanic Television Summit October 19 | Sheraton Times Square, NYC Learn More TV Data Summit October 19 | Sheraton Times Square, NYC Learn More more events »   Jobs     Director of Sales WROC – Rochester, NY, United States   Executive Producer WBNS 10TV – Columbus, OH, United States   Engineering Division Director NET - Nebraska's PBS and NPR Stations – Lincoln, NE, United States   Digital Content Producer / Production Assistant / IT Support Sinclair Broadcast Group – Wilkes-Barre, PA, US   more jobs » News Blogs Events People TV Careers   Advertise Contact Us Send this to a friend       ©2017 NewBay Media, LLC

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