| | Media Buyer & Planner Today | | | | | | | | | #1 Toyota TV Campaign Targets By Ethnicity | | The automaker marketing campaign for its new Camry includes separate commercials that each feature only African-Americans, Hispanics, Asian-Americans, with different storylines, music and actors, The New York Times reports. Each ad is meant to appeal to specific minorities and will air on programming that appeals to each, but also on programming where the audiences are more diverse. There is also a "transcultural mainstream" commercial which features the song by Queen "Don't Stop Me Now." The campaign was developed jointly by four ad agencies –Saatchi & Saatchi, Burrell Communications, Conill and interTrend – with each handling commercials targeting one audience segment. The spots are aimed at viewers 25-to-49-years old. | | WHY THIS MATTERS: The Times points out that some may wonder if these kinds of specialized ads are needed when the country's population is getting more diverse. And if it is getting more diverse, why not just include people of all ethnic groups in one commercial. But Shalini Shankar, a professor at Northwestern and author of the book Advertising Diversity, says, "it doesn't hurt to have more stuff that acknowledges that race is real." The spots also show how an ad for one specific product can evolve to offer a glimpse of how it applies or impacts different races and cultures. | | A Take: NYT | | | | #2 Publicis Creates Data Division | | Agency holding company Publicis Groupe has created a new data division called Publicis Spine that will be overseen by former Starcom global brand president Lisa Donohue, who was named CEO. The new unit will combine all the company's data, technology and talent. It will also feature a new cloud-based platform, called PeopleCloud, which will identify sources of client growth. Included in Spine will be a centralized data and analytics team made up of 3,500 engineers, analyst and strategists, Adweek reports. At the same time, Publicis is restructuring by reclassifying digital agency DigitasLBi as one of its media agencies, and it will become part of Publicis Media. Jason Kodish, DigitasLBi global chief data scientist be become chief data officer at Spine, while Steve Simpson, head of Publicis Media's global analytics and insight practice, was named president of PeopleCloud. | | WHY THIS MATTERS: Adweek reports that Publicis Spine appears to be unrelated to Marcel, the Publicis Group artificial intelligence "professional assistant" that was announced to be coming a few months ago. "These moves are the natural next steps in the development of our model, further strengthening our capability on both the marketing and business transformation fronts, and, importantly, closely interconnecting them, fueled by all of our data expertise," says Public Groupe chairman and CEO Arthur Sadoun. | Two Takes: Adweek | MediaPost
| | | | #3 A+E Networks Realigns Sales Unit | | The media company has reorganized its ad sales team so it can sell across its portfolio of networks and platforms. As part of the move, five sales executives have new responsibilities. Amy Baker, executive VP ad sales, will be head of a new client strategy and insights team. The team will interact with client chief marketing officers, brand managers and other decision makers to better understand client objectives and create appropriate solutions. Baker will be responsible for female oriented networks Lifetime, LMN and FYI. Senior VP Brian Joyce will work across all national accounts, focusing on work with media agencies. He had previously been responsible for selling ads for A&E, History and Viceland networks. David DeSocio, senior VP, ad sales and partnership marketing, will oversee product development, portfolio sales strategy and ad sales marketing. Lance Still, senior VP, branded content, will oversee The Bridge, A+E's in-house creative agency, along with The Build, a sales team that will focus on client solutions connected to A+E content. And Jim Hoffman, executive VP, program partnerships and strategic initiatives, will oversee A+E's sales offices in Los Angeles, Chicago and Detroit. All five will report to Peter Olsen, A+E executive VP of ad sales. | | WHY THIS MATTERS: A+E Networks is one of the last major media companies to switch to a cross-portfolio, cross-platform sales strategy. They follow media companies such as NBCUniversal, Fox, Turner and ABC in making similar moves. Says A+E's Olsen, "We are confident that this new structure and these newly defined roles within our sales team will help us better leverage our audiences and the platforms, programs and brands with whom they connect." | Three Takes: B&C | Adweek | Ad Age
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| | 40 | | Percentage of U.S. marketers who have concerns regarding the quality of location data, according to a survey by the Mobile Marketing Association. Some 34% of agency executives express similar concern. Some 39% of marketers and 22% of agency executives also have concerns over the lack of transparency into data sources and methodologies. While 32% of marketers and 28% of agency executives complain about a lack of scale. | – Reported by eMarketer
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| | Noisy 'Empire' and 'Star' Lead Fox | by Michael Malone
Fox was the top ratings grabber Wednesday, the network scoring a 1.7 in viewers 18-49, and a 6 share. ABC and CBS were next at 1.3/5. Empire did a 1.9 on Fox, same as last week, and Star a 1.5, up a tenth of a point. On ABC, The Goldbergs dropped 13% to 1.4 and Speechless fell 15% to 1.1. Modern Family slipped 5% to 1.8 and American Housewife did a flat 1.4, before Designated Survivor posted a level 0.9. On CBS, Survivor weighed in at 1.6 and SEAL Team a 1.2, then Criminal Minds a 1.1. All three shows were flat with last week's ratings. NBC was at 1.1/4. The Blacklist dropped 10% to 0.9 and Law & Order: SVU and Chicago PD both tallied a 1.2. Law & Order lost a tenth of a point while Chicago PD was flat. Telemundo was at 0.7/3. The CW scored a 0.6/2. The season premiere of Riverdale did a 0.8, double its spring finale number, and the series premiere of Dynasty a 0.4. Univision did a 0.5/2. | |
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| • MEGAN SCHULIST was named creative director at Possible New York. She was previously an associate creative director with Deep Focus. Prior to that she was an associate creative director at Havas New York and before that was a senior art director at 360i.
• ANDY MELDRUM is leaving his post as global VP of consumer connections A-B InBev, Adweek's Agency Spy reports. Medrum was a member of the executive team that led the beermaker's global review which led to Dentsu's Vizeum winng the A-B InBev U.S. media account. | |
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