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| | Media Buyer & Planner Today | | | | | | | | | #1 Ford Looks Outside WPP | | The automaker has long been a client of agency holding company WPP and recently said it wants to extend its dealings. However on Wednesday, Ad Age reported that Ford has moved some of the creative content work for its Lincoln brand account to Laundry Service, owned by Wasserman Media Group. Laundry Service's content studio, Cycle, will handle social media for a new campaign for the redesigned Lincoln Navigator SUV. Since 2012, a dedicated WPP unit Hudson Rouge has handled Lincoln creative, both for the Rouge and for other Lincoln models, creating the campaigns starring Matthew McConaughey. WPP's Hudson Rouge will still work on Lincoln campaigns. WPP has handled Ford business since 1943, when the automaker hired J. Walter Thompson. In 2006, WPP created a multi-agency dedicated to Ford called Team Detroit that was rebranded to Global Team Blue last year. | | WHY THIS MATTERS: This is clearly a wakeup call to WPP. Ford is a huge advertiser, allocating some $2.3 billion to advertising annually in the U.S. alone. Ford issued a statement saying, "We value the talented and creative men and women at WPP. They are trusted partners and curators of the Ford brand. As we are across the Ford business, we are exploring options to improve the fitness of our marketing and advertising operations. No decisions have been made." Meanwhile as Ad Age reports, the assignment continues a Laundry Service streak that includes being named creative agency for Papa John's in late October, and also has Anheuser-Busch InBev's Bud Light and Michelob Ultra, T-Mobile, LG, Jordan Brand and Freixenet as clients. | | A Take: Ad Age | | | | #2 Snapchat Selling $250K Promoted Stories | | The young-skewing social media platform debuted its new Promoted Story ads on Black Friday and is charging $250,000 per unit, Ad Age reports, citing advertiser sources. The premium price reflects the fact that the format gives brands their own channel inside the media section of Snapchat and each ad unit goes to every user in the U.S. The Promoted Story looks like any other actual media channel from Snapchat Discover partners like BuzzFeed, Hearst, Tastemade and Conde Nast, only the cover page is labeled as an ad and falls under a separate "sponsor" section. And the pricing is similar to what a brand would pay to take over a publisher's Discover channel for a day, which is when one advertiser fills all the ad placements on that channel. Each ad is sold on a daily basis and the price is the same regardless of how many people open it. | | WHY THIS MATTERS: While some advertisers tell Ad Age the price is too steep for uncertain viewing, Snapchat is likening the new format as being similar to YouTube's masthead takeover. However, advertisers say while the masthead takeover can be seen by everyone who goes to YouTube, the Promoted Story ads have to be found via navigation of the site. | | A Take: Ad Age | | | | #3 How Snapchat's Redesign Impacts Marketers | | The social media app is in the process of rolling out a comprehensive redesign that will impact both content and advertising. The redesign includes a new Discover page, including new Promoted Stories and Sponsored Stories formats, new opportunities for creators and Snapchat users, and a new Friends page. Some things will also remain the same. A Digiday report discusses what these changes mean for brands and publishers. | | WHY THIS MATTERS: The changes put pressure on Discover partners and creators to create content users will want to seek out, because sponsored content will no longer be mixed in on Friends pages. And separating user-generated content from more premium media generated content will make each view of sponsor generated content more valuable, some advertisers say. "I think it's a win for brands," says Jeremy Sigel, global senior VP of partnerships and emerging media for WPP's Essence. "The reality is the vast majority of brands want to be associated with premium content, not user-generated content." He says under the new design, users "will be making a conscious choice to see media, which is a good thing for everyone." | | A Take: Digiday | |
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| | 78 | | Percentage of U.S. millennial internet users who have a negative view of celebrity endorsements or are indifferent to the practice with regard to making a purchase, according to a survey by Roth Capital Partners. Only 7.5% of those surveyed agree that they would be more willing to purchase a product or service if a celebrity endorsed it. Another 14.2% somewhat agree. Another 19.5% somewhat disagree, while 27% disagree. Another 31.8% are indifferent. | – Reported by eMarketer
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| | Strong 'Survivor' Paces CBS | by Michael Malone
CBS won a tight ratings race Wednesday, tallying a 1.6 in viewers 18-49, and a 6 share. A forceful Survivor led the way. CBS squeaked by NBC's 1.5/6, with Fox just off the pace at 1.4/5. CBS had Survivor up 29% to 1.8 from 8 to 10, then special Bruno Mars: 24K Magic Live at the Apollo at 1.1. NBC had Christmas in Rockefeller Center at 1.7, same as last year, then Law & Order: SVU was up 36% to 1.5, and Chicago P.D. grew 8% to 1.3. On Fox, Empire was down 20% from two weeks ago at 1.6 and Star was a flat 1.2. ABC did a 1.1/4. The Goldbergs rated a 1.4 and Speechless a 1.1, both flat with their last new airings two weeks before, then Modern Family dropped 6% to 1.6 and American Housewife fell 23% to 1.0. Designated Survivor was down a tenth of a point at 0.7. Univision was at 0.5/2 and Telemundo at 0.4/2. The CW rated a 0.3/1. Riverdale did a 0.5 and Dynasty a 0.2, both shows flat. | |
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| • PETER MEARS was promoted to CEO of Havas Group Media. Mears joined Havas in April as global chief operating officer. In his new role he succeeds Alfonso Rodes, who becomes chairman of Havas Group Media. Mears has previously served as global COO at IPG's Initiative Media. Prior to that he held executive roles at UM and Omnicom's PHD. • KATE BOSOMWORTH was named chief marketing officer of M&C Saatchi in the U.K. She was most recently with the Board of Sport England. Prior to that, she spent 15 years at independent U.K. sports PR agency Speed Communications.
• KASIA KIELI was promoted to president and managing director for Europe, Middle East and Asia at Discovery Communication. She has been with Discovery for 17 years and was previously manager of operations for EMEA. MARINELLA SOLDI was named chief strategy officer for EMEA and managing director of Southern Europe. JAMES GIBBONS becomes general manager UK/Ireland, Australia and New Zealand and head of commercial development for EMEA. Gibbons succeeds Susanna Dinnage, who was named global president of Animal Planet in early November.
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| Technology Leadership Summit
February 28 – March 1, 2018 | Raleigh, NC
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20th Annual Multichannel News Wonder Women Luncheon
March 22, 2018 | New York, NY
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Advanced Advertising Summit – Spring Edition
March 26, 2018 | New York, NY
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Multicultural Television Summit
April 3, 2018 | New York, NY
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Technology Leadership Awards at NAB
April 9, 2018 | Las Vegas, NV
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June 2018 | New York
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