| | Media Buyer & Planner Today | | | | | | | | | #1 Continuous Reviews 'New Norm' | | Rick Acampora, U.S. chief operating officer at WPP and GroupM agency MEC tells Ad Age it's "the new norm." He adds, "We describe it as 'always be pitching.'" He's talking about marketers continuous placing of their media buying and planning accounts up for review. Used to be once an agency won an account, it could settle in and work on it for at least a handful of years. No more. Chief marketing officers today feel the need to send out Requests for Proposals (RFPs) at seemingly every turn. "I have not seen so great a concentration of RFPs specific to media in many years," says Ken Robinson, founding principal at New York consultancy Ark Advisors. And, he adds, "it's not sector-specific, and it's not just the zillion-dollar reviews." MEC's Acampora estimates that his agency will be involved in over 30 pitches this year. Included in that will be a new wave sure to come this fall. | | WHY THIS MATTERS: Constantly putting an account up for review cannot help the stability of a brand, but that doesn't seem to matter. Not helping the situation was the ANA report on the lack of transparency by media agencies when it comes to handling their clients' business. Right now, Robinson says, the old approach of "set it and forget it" when it came to media agency contracts is done. This all means media agencies have to devote more time to reviews and new pitches and less time on their clients. Not a good situation. | | A Take: Adweek | | | | #2 ESPN Picks Droga5 for Branding Campaign | | The all-sports media company has hired independent New York creative agency Droga5, eight months after parting ways with its previous creative partner Wieden+Kennedy after 25 years. W+K was the agency that developed the ESPN slogan still used today, "This Is SportsCenter." As sports viewing patterns have changed and ESPN is spreading its programming and content across multiple platforms, especially digital, the network wants to create a consistent message aimed at reaching everyone. "I'm trying to move our overall language from channel and network to platform," says Ed Erhardt, president of global sales and marketing at ESPN. | | WHY THIS MATTERS: ESPN is not a huge ad spender, devoting about $26 million on paid media in 2016. However, it is a very visible account so it's an important win for Droga5, whose clients include Chase and Pizza Hut, and who recently picked up Dos Equis. The goal of the campaign will be, in part, to stop the viewer bleeding. ESPN has lost some 2.8 million subscribers over the past year, according to Nielsen, although it still has some 87 million. "Today's sports fan is more diverse, clearly more female and more interested in a wide variety of sports," Erhardt told The Wall Street Journal, adding that "technology has clearly allowed sports fans, through social and a wide variety of other means, to consume and find sports information in many places and in many ways. We're tuning into that different audience with the work we do." | Two Takes: WSJ | Adweek
| | | | #3 Millennials Do Have Some Favorite Brands | | A recent survey by Cadent Consulting Group found that 51% of millennials have no real preference between private labels and national brands. However research by St. Louis agency Moosylvania identifies the brands that millennials do enjoy as favorites, Ad Age reports. Millennials 10 favorite brands include: Apple, Nike, Samsung, Target, Amazon, Sony, Walmart, Microsoft, Coke and Google. Making up the next 10 are Adidas, Nintendo, Pepsi, Starbucks, Victoria's Secret, Ford, Forever 21, Jordan, American Eagle and Disney. "They definitely care about brands, says Moosylvania CEO Norty Cohen, who adds, but "they only care about certain kinds of brands. Brands that help them represent who they are." | | WHY THIS MATTERS: Millennials are the toughest demo group to motivate to buy and that makes it imperative to market to them properly. Moosylvania's Cohen says simply spending large amounts of ad dollars targeting them, without the right message, can be a waste of money. He points out that big spending Anheuser-Busch was 94th on the millennials' list of favorite brands, while lesser spending counterculture-focused retailer Hot Topic was 29th favorite. Cohen says millennials are very aware of their social status and brands than can give them something they need to help that status can do well among the demo. | A Take: Ad Age
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| | 42 | | Percentage of shoppers in a recent YouGov Brand Index on back-to-school advertising who say they had seen some of Walmart's back-to-school marketing. However, that's down from 50% at the same time last year, with the majority of leading national retailers having seen their shopper awareness levels decline. | – Reported by MediaPost
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| | NBC Tallies Top Trump Score | by Michael Malone
NBC scored a narrow win in Monday ratings, posting a 1.2 in viewers 18-49, per the Nielsen overnights, and a 5 share. That topped ABC's 1.1/4. President Trump's speech was aired on ABC, CBS, Fox and NBC from 9 to 9:30. American Ninja Warrior grew 8% to 1.4 on NBC. Midnight, Texas did a 0.6 at 10:30, down a tenth of a point from last week. NBC also took top Trump honors. It had a 1.4 from 9 to 9:30, while ABC did a 1.2, CBS a 0.7 and Fox a 0.6. On ABC, Bachelor in Paradise rated a 1.4, down 13%. A Black-ish repeat closed out ABC's prime offerings. Telemundo rated a 0.8/3, with strong showings from Sin Senos Sí Hay Paraíso 2 and El Señor de los Cielos. Fox was at 0.7/3. So You Think You Can Dance scored a flat 0.7. CBS did a 0.6/2. Repeated comedies aired before and after the president, and CBSN: On Assignment did a level 0.4. Univision scored a 0.5/2. The CW did a 0.2/1 with repeats of Supergirl and Hooten & the Lady.
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| • KRISTINA LUTZ was named president of investment at Publicis media agency Starcom, succeeding Amanda Richman, who recently departed to become U.S. CEO at WPP's MEC. Starcom also promoted two executives to president, chief client officer. DANIELLE GONZALES will work out of the Los Angeles officer, while KARLA KNECHT will work out of the New York office. Lutz was most recently executive VP overseeing the auto business at iHeartMedia but had previously worked at Starcom. Gonzales, who was previously executive VP, managing director of Starcom's multicultural unit and worked on the Kraft and Burger King accounts, will now oversee half of the agencies clients and oversee Starcom's Performics unit. Knecht, who was most recently executive VP, managing director, will also oversee half of the Starcom client roster.
• EMMANUEL ANDRE was named to the newly created position of chief talent officer at Publicis Groupe. He was previously international president of Omnicom's TBWA Worldwide. Prior to that he was and account executive at TBWA/Paris. At the same time, AMIE MILLER was appointed chief talent officer at TBWA Worldwide. She was previously chief talent officer for TBWA New York. Prior to that she held the same position at MDC Partners.
• ROSS LEVINSOHN was named pubisher and CEO at the Los Angeles Times. He was previously CEO of Yahoo and also served as CEO of Guggenheim Digital Media, which at the time was publisher of trade magazines Adweek and The Hollywood Reporter. He also spent time as president of Fox Interactive.
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