| | Media Buyer & Planner Today | | | | | | | | | #1 Consultancies Luring Clients from Planning Agencies | | Management consultancies are using the lack of transparency between media agencies and their clients to play a big role in advertisers' media planning, Digiday reports. Consultant companies like Accenture Interactive, Deloitte Digital and PwC have been cozying up to brand chief marketing officers and jumping at the chance of helping them with how to spend their ad dollars. The consultancies, however, say they are not being aggressive but their own clients are asking for the help. "We're experiencing a lot of requests from clients asking, 'How can you make the [media planning] process more transparent' for the effectiveness of where they're spending," says Joydeep Bhattacharya, managing director of Accenture Interactive. And as a result, some of his clients have shifted display ad spending to search and addressable video advertising. Sam Tomlinson, a partner at PwC denies that consultancies are "stepping on the toes of media agencies." And he says "you could equally argue that by focusing on digital strategy, those same agencies are moving into our area of expertise." | | WHY THIS MATTERS: While it's been well-documented that the consultancies are beginning to branch out and start their own media agency-type businesses, Andy Main, CEO of Deloitte Digital, says consultancies are "a friend to the media-buying industry, not a threat." He says consultancies are doing big business transformation projects that talk about rebranding, which is "helpful to media-buying industries." The CEOs of the major media agency holding companies are not buying his thought process. | | A Take: Digiday | | | | #2 Tiki Denounces White Supremacist Torch March | | The backyard torch maker reacted quickly to distance itself from the torch-bearing white supremacists who marched Friday night in the Charlotteville, Va., "United the Right" rally that led to the death of a counter-protester and injured numerous others, Ad Age and other media outlets report. Large numbers of the white supremacist marchers were carrying lit Tiki torches and media coverage mentioned the brand in both stories and headlines. Tiki, not wanting to be linked to the supremacists, issued a social media statement that read: "Tiki Brand is not associated in any way with the events that took place in Charlottesville and are deeply saddened and disappointed. We do not support their message or the use of our products in this way. Our products are designed to enhance backyard gatherings and to help family and friends connect with each other at home in their yard." | | WHY THIS MATTERS: In situations like this, it is best to react quickly because brand reputations can be damaged instantaneously. Fortunately for Tiki, many of the follow-up media stories about the events in Charlottesville, also included prominent coverage of the Tiki statement, including some articles that mentioned their position in headlines. | Three Takes: Ad Age | CNN | Huffington Post
| | | | #3 Netflix Signs Shonda Rhimes Away from ABC | | Prominent screenwriter and TV producer Shonda Rhimes, who has produced six drama series for ABC television, including hits Grey's Anatomy, Scandal and How to Get Away with Murder, has signed a multi-year, exclusive production deal with Netflix, ending her 15-year relationship with ABC Studios. She was reportedly earning $10 million a year under her deal with ABC Studios and the new deal is expected to top that significantly. She will continue to produce her current dramas on ABC. Reports say she had let ABC know a while ago that she would be departing when her current deal ends in June 2018, and because Netflix is not a direct competitor of ABC, she was let out of the deal early. The move to Netflix will allow Rhimes more creative freedom as far as series themes and length beyond broadcast TV. | | WHY THIS MATTERS: Losing an award-winning producer and screenwriter is a blow to ABC as it will impact both viewership and ad revenue. It is also a negative for advertisers who lose the opportunity to run commercials in some of her series that draw mass audiences. | Three Takes: Variety | WSJ | NYT
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| | 1.26 | | Dollars in billions projected to be spent on addressable TV advertising in 2017, according to eMarketer estimates. That's up by 65.8% over 2016, but is still only 1.7% of all TV ad spending. That amount is expected to rise to $3.04 billion by 2019, when it will total 4% of all TV ad spending. | – Reported by eMarketer
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| Editor's note: Today's ratings were delayed.
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| • KEVIN SMITH was named senior VP of business development and partnerships for dick clark productions. He was most recently senior VP overseeing partnerships and advanced sales strategy at Comcast Media 360. In his new role he will oversee new business opportunities and develop multi-level partnerships with distributors and advertisers for dcp-produced shows such as American Music Awards, Billboard Music Awards, Miss America and Dick Clark's New Year's Rockin Eve with Ryan Seacrest.
Correction: In Friday's MBPT newsletter, Snapchat CEO Evan Spiegel was misidentified. | |
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