Media Buyer + Planner: Snapchat Integrates; Hill Holliday Consults

Media Buyer & Planner Today   September 15, 2017     Top Stories       #1 Snapchat Ready for Integrations The social media platform is looking to hire a head of brand integration who will be responsible for working with Snapchat's content team and advertisers to insert brands into shows on Snapchat Discover, Digiday reports. Snapchat wants to hire a sales executive with at least 12 years experience with brand integrations in TV, film or digital media. Snapchat has rolled out more than 22 short-form shows from major media partners such as NBC, ESPN, A&E and Viacom over the past year. And it plans to increase its current number of daily shows from one to three per day by the end of this year. WHY THIS MATTERS: The move is an indication that Snapchat is easing up restrictions on branded content. The platform historically had tried to maintain a distinction between editorial and advertising by allowing marketers to only advertise through Snap Ads, geofilters and lenses. "It's a sea change, philosophically, for them," says Noah Mallin, head of content at MEC. He believes adding integration possibilities will help draw more ads to other parts of the platform. Snapchat's shows have been a success so far with some pulling in as many as 10 million unique viewers per episode. So integrations should be popular among marketers. A Take: Digiday   #2 Hill Holliday Launches Consultancy Boston-based IPG agency Hill Holliday has quietly started HHBrandable, its own in-house consultancy division to help clients better understand how they can stay ahead of rapidly evolving consumer behaviors, particularly in digital, Adweek reports. The move comes as several large consultancies, including Accenture and Deloitte, have been acquiring creative agencies in an attempt to broaden their business into the area of traditional ad agencies. The new Hill Holliday consultancy was the idea of chief strategy officer Lesley Bielby. The agency has been unofficially working in this area with Calvin Klein, who Bielby had a previous relationship with, and is now opening it up to all clients. WHY THIS MATTERS: "We can't do what we did 25 years ago in writing a creative brief and executing it through ads," Bielby told Adweek. "If we don't extend ourselves we're commoditizing." Bielby says "there is a huge need for these types of [brand-development] services" for a "broad range of different types of clients." And it's an area traditional agencies need to protect or risk losing business to traditional consultancies who are trying to lure their clients away. A Take: Adweek   #3 Influencer Says Bots Inflate Instagram 'Likes' An anonymous Instagram fashion influencer tells Digiday that brands wanting to grow their followers on social media are pushing their social media agencies and influencers to use bots that increase the number of "likes" of their photos or their brands. While many influencers use bots to boost their number of followers and help them win more brands to endorse, the influencer says brands themselves also condone it as a way to get larger followings of their products. WHY THIS MATTERS: It's clearly deceptive and can be labeled ad fraud. It's something Instagram needs to delve into and put a stop to. A Take: Digiday     #4 Industry Groups Blast Apple for Limiting Data Usage (WSJ) #5 Facebook Admits to Anti-Semitic Categories (MediaPost) #6 Motel 6 Faces Backlash for Snitching (Adweek) #7 Marie Claire, Mastercard Pop Up (Ad Age) #8 Tips for Creating Social Content (Adweek) #9 VAB Downplays Cord-Cutting (MediaPost) #10 Moonves Predicts Strong Scatter (MediaPost)   Stat Of The Day     50 Percentage of U.S. business professionals who say the most annoying feature of email is getting too many emails from the same brand, according to a survey by Advantis for Adobe. Poorly written emails were cited by 27%, while 20% said they are bothered by emails urging them to buy a product or service they have already purchased. – Reported by eMarketer   Ratings     'Big Brother' Leads CBS to Thursday Win by Michael Malone CBS earned the top score in broadcast ratings Thursday, riding a robust Big Brother to a 1.1 rating in viewers 18-49, per the Nielsen overnights, and a 4 share. That was just ahead of ABC's 1.0/4. CBS had repeated comedies The Big Bang Theory and Mom, then Big Brother at a 1.8. Drama Zoo scored a 0.5. Both new episodes were flat with last week's performance. On ABC, a Celebrity Family Feud repeat led into Truth and Lies: The Murder of Laci Peterson at 1.0. NBC did a 0.9/4, with repeats of American Ninja Warrior and Chicago Fire. Fox was at 0.7/3, the Beat Shazam finale dropping 13% to a 0.7 and the Love Connection finale at a flat 0.6. Telemundo rated a 0.7/3, with El Senor de los Cielos at a flat 0.9. Univision was at 0.5/2 with Enamorandome de Ramon and Mi Marido Tiene Familia at 0.6.  The CW scored a 0.3/1. Penn & Teller: Fool Us did a 0.4 and Whose Line Is It Anyway? a 0.3. Both shows were flat.   Fates & Fortunes     • CHRIS BERESFORD-HILL was named chief executive officer of TBWA/Chiat/Day New York. He was most recently executive VP, creative director at BBDO New York. Both agencies are part of Omnicom. At TBWA, Beresford-Hill succeeds Chris Garbutt, who was previously promoted to global chief creative officer. • MICHAEL RASO was appointed global executive creative director at mcgarrybowen New York, where he will oversee the American Express account. He was previously group creative director at Ogilvy & Mather Sydney and was also executive creative director at Crispin Porter + Bogusky. • JENNIFER RANDOLPH was appointed senior VP of talent at Publicis agencies Zenith U.S. and Moxie. She was most recently a consultant, but prior to that was senior VP, organizational development and director of diversity at Saatchi & Saatchi. • TREVOR NOAH, host of Comedy Central's The Daily Show with Trevor Noah, had his contract renewed through 2022. He succeeded Jonathan Stewart as host of The Daily Show in 2015. • CHRIS WALLACE has signed a long-term extension with Fox News Channel. He's been with Fox for 14 years where he has anchored Fox News Sunday. Prior to that he was with ABC News and NBC News.   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     General Sales Manager WPSD-TV – Paducah, KY, United States   Local Sales Manager WROC-TV – Rochester, NY, United States   Chief Engineer ValleyPBS – Fresno, CA, United States   Multimedia Lifestyle Reporter WAVY TV 10/WVBT FOX43 – Portsmouth, VA, United States   more jobs » News Blogs Events People TV Careers   Advertise Contact Us Send this to a friend       ©2017 NewBay Media, LLC

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