| | Media Buyer & Planner Today | | | | | | | | | #1 Accenture Wins Global Maserati Account | | Fiat Chrysler has appointed Accenture Interactive as global agency for its Maserati brand across the U.S., Asia, Europe and Latin America, Ad Age first reported. Anatoly Roytman, managing director of Accenture Interactive in Europe, calls the move "a game-changer" in the industry. He adds, "We arrived. There was no pitch because no other agency could offer this entire, end-to-end scope." Roytman, who was behind last year's acquisition of London creative agency Kamarma by Accenture, will oversee the Maserati account. It will include brand and creative work, digital advertising, strategy and content production, campaign management and analytics. Accenture currently does some work for parent company Fiat Chrysler but on a smaller scale than it will do helping to roll out Maserati globally. | | WHY THIS MATTERS: This is another success story for consultancies as they continue to make inroads in winning away traditional ad agency clients. Says Roytman, "The consultancies need to go beyond the single project mindset. Clients need a partner to generate growth, and it's not possible to do that on a project basis." He says while Accenture has a long way to go to become a major player for agency business, "the pace is getting faster and faster." And in sort of a slap at traditional agencies, Jacob Nyborg, Maserati's head of marketing, says, "We want to engage our customers across all channels in more meaningful ways. Accenture Interactive have the capabilities to manage our customer touchpoints holistically so we can deliver great experiences that build consistent, seamless and authentic interactions with our discerning customers." | | Two Takes: Ad Age | MediaPost | | | | #2 Chobani Plans Rebranding | | The yogurt maker is undertaking a major rebranding in hopes of distancing itself from the pack in a category where packaging and marketing is mostly the same. The process will not only include new packaging but also a reinventing of the way the company promotes itself to consumers – not just a yogurt company but a "food-focused wellness company." Chobani's new ad campaign beginning in early 2018 will tout the nutritional benefits of its yogurt, tell consumers how they can use yogurt in their recipes, and offer new snack packs. Chobani's chief marketing officer Peter Mc Guinness says the company will increase marketing spending by 30% in 2018 and will include various platforms, including new 15-second TV spots. | | WHY THIS MATTERS: It's not as if Chobani isn't successful right now. While the private company doesn't release full financial results, it says its revenue growth is at double-digit percentage of increase this year and that last year's sales surpassed $1.5 billion, according to an Ad Age report. And it still leads the yogurt category with a 21% share of U.S. sales. But the category is still very competitive with Dannon garnering an 18.9% share, Yoplait a 13.9% share, Activia a 5.8% share and Fage a 5.6% share, according to Euromonitor. Chobani wants to separate itself from the pack. | | Two Takes: Ad Age | Adweek | | | | #3 Initiative Wins Lego Global Account | | The IPG Mediabrands agency won the media planning and buying account of the Danish toymaker that was previously handled by Publicis Groupe's Starcom in the U.S. (which had held the account since 2004) and by Dentsu Aegis' Carat in most of Europe. Initiative's sibling IPG agency R/GA will handle shopper marketing for Lego. The company spent some $85 million on U.S. advertising last year, according to Kantar Media. | | WHY THIS MATTERS: The account win for Initiative comes on the heels of its recent defense of the Amazon media account which totals more than $950 million in annual ad spending. Initiative kept the Amazon global account after a competitive review. Initiative also in August won the Carlsberg Group media account. | | Three Takes: Adweek | Ad Age | MediaPost | |
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| | 17 | | Percentage of U.S. millennial smartphone users (ages 18-34) who say they never click on mobile ads, according to a survey from Button and App Annie. Some 18% of Gen Xers (35-54) also say they never click, while 24% of Baby Boomers (55-73) also say they never click on mobile ads. Only 2% of millennials and Gen Xers "very often" click on mobile ads, while only 1% of Baby Boomers do. | – Reported by eMarketer
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| | NBC Wins With Mighty 'Voice' | by Michael Malone
NBC took top honors in Monday prime ratings, posting a 1.7 in viewers 18-49, per the Nielsen overnights, and a 6 share as The Voice did a big number. That was better than ABC's 1.4/5. Two hours of The Voice was up 12% to 1.9 on NBC, and A Very Pentatonix Christmas rated a 1.2, 9% up over last year's special. On ABC, the CMA Country Christmas rated a 1.2 from 8-10, 20% better than last year's telecast. The Good Doctor scored a 1.8, down a tenth of a point. CBS was at 1.0/4, with Kevin Can Wait at a flat 1.2, Man With a Plan up 10% at 1.1, Superior Donuts at a flat 1.0 and 9JKL up 13% to 0.9. Scorpion rated a level 0.9 at 10. The CW attained a 0.9/3 as it gained from a superhero crossover stunt. Supergirl and Arrow both did a 0.9, both up 80% over their previous episodes. Flash and DC's Legends of Tomorrow cross over Tuesday. Telemundo and Univision both rated a 0.5/2 Fox was at 0.4/2 with repeats of Lucifer and The Gifted. | |
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| • ROALD VAN WYK was named to the newly created position of chief creative officer at Meredith Xcelerated Marketing. He was most recently a group creative director at SapientRazorfish. Prior to that he held the same position at FCB Global and also held creative and marketing posts at Berlin Cameron and Tone.
• DAVID KARP, founder and CEO of Tumblr is leaving the social media platform and will be succeeded by JEFF D'Onofrio, who is currently president and chief operating officer.
• NICK JOHNSON left his role as president of the New York office of MUH-TAY-ZIK / HOF-FER, along with executive creative director JAY BENJAMIN and director of strategy NICK CHAPMAN, according to an Agency Spy report. The office has only been open since September 2016. Headquarters office is in San Francisco.
• SETH MEYERS will host the 75th Annual Golden Globe Awards show on NBC on Sunday, Jan. 7 from 8-11 p.m. Fellow NBC late night talk show host Jimmy Fallon hosted the 74th awards show earlier this year. This is the first time Meyers will host the Golden Globes, but has previously hosted the ESPY Awards in 2010 and the 2014 Emmy Awards telecast. • Three Fox News Channel sales executives were promoted to senior VPs from VPs. DOMINICK ROSSI was elevated to senior VP of eastern sales; FRANK SORACE was promoted to senior VP of sales planning and operations; and SAM MOSER was promoted to senior VP of national sales.
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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
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April 3, 2018 | New York, NY
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April 9, 2018 | Las Vegas, NV
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