| | Media Buyer & Planner Today | | | | | | | | | #1 Chobani Takes Aim at Dannon | | The yogurt maker is undertaking a refocused marketing and sales plan to unseat rival Dannon as the largest yogurt company in the U.S., Ad Age reports. Its new strategy will be to roll out a new organizational structure focused on what its chief marketing officer Peter McGuiness calls demand creation. Chobani's sales, marketing, insights, product innovation and other units, which were largely operated separately, have been brought together in one department, allowing the company to operate with more speed and agility. McGuiness says the siloed structure "was an impediment to our growth." Now plans call for a different sales approach. For example, when a meeting is set up to meet with a yogurt category buyer at Walmart, Chobani will send not only a salesperson, but also possibly a package designer or some other creative type. He says the company will also be more responsive to outside suggestions from chains selling their products. | | WHY THIS MATTERS: McGuiness has an agency background, having been president of DDB Chicago before joining Chobani in 2013 and that is clearly figuring into his refocused plans for the brand. While Chobani has had its share of missteps in rolling out new products, overall the company saw double-digit revenue growth in 2016, reaching $1.5 billion. It currently holds about a 20% share of the overall yogurt market, with about 38% of the Greek Yogurt market. | A Take: Ad Age
| | | | #2 Discovery Partners to Boost Auto Ads | | Discovery Communications has formed a partnership with The Enthusiast Network (TEN), the media company that publishes automotive publications including Motor Trend, Automobile and Hot Rod, The Wall Street Journal reports. TEN also owns video subscription streaming service Motor Trend on Demand, and the Motor Channel on YouTube, which has more than 5 million free subscribers. Discovery owns automotive-focused cable channel Velocity and has an automotive video library. The two companies will create multi-platform ad opportunities for auto advertisers to focus on new car buyers and consumers interested in purchasing car accessories, along with reaching general car enthusiasts. | | WHY THIS MATTERS: Automotive is the largest ad spending category in the U.S. and Discovery, which sought out the partnership, wants to capture a larger chunk of the $10 billion that automakers spend on U.S. advertising annually. Discovery does not gain any ownership of TEN's print publications in the joint venture, but the deal allows for joint sales efforts. | | A Take: WSJ | | | | #3 Why Awareness is More Important than Engagement | | Advertising is no longer about persuasion so much as simply hoping to be noticed and remembered. That's the message offered by Brian Sheehan, professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University. In a first-person article in Adweek, Sheehan despite all the industry talk about brand engagement with consumers, says brand awareness is really much more important. That's because brands have to cut through so much content and advertising clutter to gain consumer recognition. But the brands that do can reap the rewards. He points to Tesla Motors, which he says has "somewhat ludicrously become the most valuable car company in the world despite being one of the smallest in sales volume." He says rather than engaging consumers, brands have to offer them what they want. He cites Warby Parker, Tom's, Blue Apron and Glossier as young disruption innovators who have built awareness by understanding what people value. | | WHY THIS MATTERS: Sheehan says "brands that are remembered will win; everyone else just gets filtered." He advises brands to lodge themselves in people's memory rather than in their social feeds. And that means finding ways to do it beyond just spending tons of dollars on advertising. | | A Take: Adweek | |
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| | 42 | | Percentage of increase in second quarter profit for Univision Communications, which saw its net income rise to $106.1 million from $74.7 million for the same period a year ago. Revenue declined by 4.4% to $764.9 million. | – Reported by B&C
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| | CBS Best of Broadcast Bunch | by Michael Malone
CBS was the top scorer in Wednesday ratings, with a strong Big Brother pacing the network to a 0.9/4. That edged out Fox's 0.8/4. CBS won the race last week with the same score. Big Brother grew 6% to 1.9 on Wednesday and led into a two-hour Salvation, the drama down a tenth of a point at 0.5. Fox had MasterChef at a 1.0 and then The F Word With Gordon Ramsay at 0.6. Both shows were flat. NBC did a 0.7/3. An America's Got Talent repeat preceded The Carmichael Show at a level 0.7, then a Carmichael repeat at 0.6. A Law & Order: SVU repeat concluded prime. ABC was at 0.6/3. The network aired repeated comedies throughout prime. Telemundo was at 0.6/3, and Univision at 0.5/2. The CW did a 0.2/1. It too was in repeats. | |
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| • JO ANN ROSS was promoted to president and chief advertising revenue officer at CBS Corp., while DAVID LAWENDA has joined the company as executive VP, digital sales and sales strategy, reporting to Ross. Ross was most recently president of CBS network ad sales and she will continue to oversee the network sales team. Lawenda until March had served as head of U.S. global marketing solutions at Facebook. Prior to that, he was president of advertising sales and marketing at Univision. In his new role at CBS, Lawenda will be responsible for oversight of CBS' digital ad sales business and multiplatform strategy. DAVE MORRIS, previously chief revenue officer, CBS Interactive since 2008, was named to an expanded role as executive VP, advanced advertising and client partnerships. In this new role, he will lead CBS' efforts in the video space, working with Lawenda.
• KATIE FORD was named chief client officer at digital marketing tech company Amobee. She was most recently president and managing director at media agency Spark Foundry, part of Publicis Media. In total, she spent some 20 years at Starcom MediaVest Group where she served as president of MediaVest New York and executive VP, managing director of SMG. Prior to joining SMG in 1996, she was a media buyer and planner at Leo Burnett Media.
• DENNIS BUCHHIEM was promoted to general manager of the IAB Technology Laboratory, succeeding Alanna Gombert. Buchheim was elevated from senior VP of data and ad effectiveness at IAB. Prior to that he was VP of product at Yahoo and also served as general manager of display monetization at Microsoft. He also oversaw the Microsoft ad exchange. • DAVID SABLE, Y&R's global CEO, was appointed chair of Ad Council board, succeeding Margo Georgiadis, Mattel CEO.
• Univision has made several promotions and broadened the role of several executives in its sales operation. TRISHA PRAY, most recently executive VP of Network and Cable Sales, will broaden her role to serve as executive VP of sales and client development, leading all sales efforts in Chicago, Dallas, Miami, Los Angeles and other regions. JORGE DABOUB was promoted to executive VP of Local Media Sales. JACK RANDALL was promoted to executive VP of business development. JOHN KOZACK was elevated to senior VP overseeing New York and Univision digital sales. JOHN KELLY will expand his role from executive VP overseeing digital and news sales to include oversight of the New York Network Sales team. While CARLOS DESCHAPELLES will continue to lead the sports portfolio as executive VP.
• ADRIENNE WALPOLE was named managing director of client services at R/GA. She was previously VP, group account director at GSD&M. • MARK FELDMAN was promoted to president and chief executive officer of GSN, which includes GSN TV, the game show entertainment network, and GSN Games, which produces social, mobile and online games. He succeeds David Goldhill who is leaving the company. Feldman has been with GSN since 2008 and was most recently executive VP and general counsel. Prior to that he was CEO of TuTV, and also served as CEO of Magna Entertainment and chief operating officer of E! Entertainment Television. | |
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