| | Media Buyer & Planner Today | | | | | | | | | #1 4As May Embrace Consultancies | | Marla Kaplowitz, president and CEO of the American Association of Advertising Agencies is considering whether to allow consultancies such as Accenture and Deloitte Digital into the century-old ad agency organization, Ad Age reports. The 4A's board is meeting next week and sources told Ad Age that this may be one of the topics she brings up for discussion and said a decision by the board would be made by the end of the year. "It's something we're looking at given what's happening from and industry perspective," Kaplowitz's says. She says several consultancies have expressed an interest in joining the trade organization since they have taken steps toward getting into the agency business. "It does not go against our bylaws and as [the consultancies] continue to acquire agencies, we have to figure out if it's something we address or ignore." | | WHY THIS MATTERS: Right now, most traditional ad agencies view consultancies as competitors as they take steps to acquire agencies or start their own in an attempt to capture a new revenue stream for them at the expense of the traditional agencies. Ad Age says that while there is vocal opposition on the part of some agencies and their parent holding companies, there are others who believe that because the industry is evolving, it makes sense to allow these consultancies to join. | A Take: Ad Age
| | | | #2 Genuine Helps Welch's Rebrand | | The maker of juices, jams and jellies, which has been in business for 150 years, recently hired IPG's digital creative agency Genuine which has created its first broadcast TV campaign for Welch's. A longtime TV advertiser, digital will also play a major role in the campaign, as will radio. Digital will include display ads, paid search and long-form video, as well as content to be shared on social sites. Instead of focusing on kids, the new campaign is primarily targeting moms looking to make healthy choices for their families, Adweek reports. | | WHY THIS MATTERS: The juice category, in particular, is crowded with big spending competitors like Tropicana and Minute Maid. Welch's wants to find a sweet spot that distinguishes it from its competitors in the minds of consumers. The new strategy was in large part the result of social media insights and customer feedback. Genuine founder and CCO Chris Pape says, "The juice category is saturated with sensational ads targeted to kids, which has created a lot of mistrust among moms. One of the insights that digital has brought to Welch's is that they now know just how important it is for today's moms to know who they're buying from. They want to trust the product and know what's behind it." | A Take: Adweek
| | | | #3 Digital Influences Most Grocery Purchases | | A new report by Deloitte finds 51% of grocery purchases in 2016 were influenced by digital media or information gleaned digitally somewhere along the path to purchase, MediaPost reports. That brought it on par with health products (51%) apparel (56%). Other data finds that 80% of shoppers surveyed have used a digital device to browse or research grocery products by tapping into both manufacturer and grocery retailer websites. Some 29% report trying grocery products based on online recommendations and reviews, and 34% report using a smartphone to help choose brands during a shopping trip. | | WHY THIS MATTERS: Data like this translates to increased urgency for grocery brands and grocery retailers to target consumers digitally. Deloitte's Rich Nanda says, "Digital is expected to play an even bigger role in delivering experiences that shoppers desire." But he adds that "many consumer products companies and their retail partners have yet to take full advantage of the opportunity, potentially leaving money on the table." | | A Take: MediaPost | |
| | |
| | 71.65 | | Dollars in billions projected to be spent on U.S. TV advertising in 2017, according to updated estimates by eMarketer. The total is up just 0.5% from 2016 and the total is down from the $72.72 billion in U.S. ad spending eMarketer projected earlier in the year for 2017. Meanwhile, TV's share of total U.S. advertising for 2017 will drop to 34.9% from 36.6% a year ago. | – Reported by MediaPost
| |
| | | |
| | NBC Dominates 'Hand in Hand' Special | By Michael Malone NBC won Tuesday ratings by a mile. NBC's Hand in Hand hurricane relief telethon did a 1.1, before America's Got Talent scored a 2.3. The latter was down from the previous week's 2.5, when America's Got Talent started at 8 p.m. NBC posted a 1.8 prime rating in viewers 18-49, and a 7 share. That easily topped the 0.7/3 at Telemundo and 0.5/2 at ABC and CBS. ABC's hurricane special did a 0.7. A pair of black-ish repeats led into Somewhere Between, down 25% at 0.3. CBS scored a 0.6 with its Hand in Hand special. Repeats of NCIS and Bull followed. Fox rated a 0.4/2, with its hurricane special at 0.4 and a repeat of The Orville at 0.5. Univision, too, was at 0.4/2. The CW rated a 0.3/1, with repeats of The Flash and DC's Legends of Tomorrow.
| |
| | | |
| • SANJAY GUPTA has left his position as chief marketing officer at Allstate after a five-year stint. Adweek says Allstate confirmed his departure, but did not discuss the circumstances or name his successor. Prior to Allstate, Gupta held marketing roles at General Motors auto lending division Ally, at Bank of America and at FedEx.
• CHRIS LOLL was appointed to the newly created role of chief operating officer at Live Nation's media and sponsorship unit. He was previously COO at IPG's Mediabrands.
• LISA GREEN was named VP of fashion and luxury sales at Conde Nast, while STEVEN DeMAIN was appointed VP of video sales for the company. Green was most recently head of industry, fashion and luxury at Google, where she oversaw global enterprise category partnerships. DeMain joins from Whisper, where he was senior VP of revenue. • AUDRA SWAIN was appointed VP and general manager of WJZ, the CBS owned-and-operated station in Baltimore. She succeeds Jay Newman who is retiring. Swain was previously general manager of Sinclair's Las Vegas duopoly -- NBC affiliate KSNV and CW affiliate KVCW.
• TIFFANY EHASZ was promoted to publisher of Meredith's EatingWell magazine. She has been with Meredith's Rachael Ray Every Day magazine for the past six years, most recently as the food/packaged goods sales director.
| |
| | | |
| 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 » | |
| | | | |
