| | Media Buyer & Planner Today | | | | | | | | | #1 Innocean to Acquire David & Goliath | | Innocean, the affiliate advertising agency of Hyundai Motor Group, has agreed to acquire U.S.-based agency David & Goliath for an undisclosed sum. The deal was initially reported by Seoul-based BusinessKorea and then confirmed by Adweek. David & Goliath is the ad agency that handles Kia Motors America, sister brand of Hyundai. David & Goliath, based in El Segundo, Calif., was founded in 1999 by David Angelo and Skip Sullivan to specifically handle Kia business. Since then it has expanded its client base to include brands such as Jack in the Box, Universal Studios Hollywood and the California Lottery. Adweek reports that David & Goliath's annual revenue is between $40 million and $50 million per year. Innocean, according to BusinessKorea, took in $252 million in revenue and $23 million in profits during the third quarter alone. It was launched in South Korea in 2005 and its primary function is to manage Hyudai's global marketing across 17 countries. | | WHY THIS MATTERS: The move makes sense for Hyundai since it will consolidate the two agencies that handles marketing for both of its auto brands. Kia is returning to the Super Bowl for the nine consecutive year with advertising created by David & Goliath. And Innocean is amenable to expanding David & Goliath's client base. | Two Takes: Adweek | BusinessKorea
| | | | #2 P&G's Pritchard Praises Media Transparency Strides | | Chief brand officer of the consumer products giant, Mark Pritchard, says he rates the progress made by the media industry to become more transparent and working to eliminate ad fraud and to bolster brand safety as being "very strong." In an interview with Digiday, the Procter & Gamble executive says that following his call early this year for more transparency, "a huge amount has been done this year." Pritchard give the strides made in transparency by publishers and agencies a grade of "B" and says "almost every company has stepped up to provide the kind of measurement and third-party verification we wanted." As for priorities for 2018, Pritchard says there's a need to look "at agency models and figuring out what the next generation is of agency work." And he believes consumer data "will start to come of age, which will more rapidly enable more mass one-to-one marketing." | | WHY THIS MATTERS: P&G is a massive ad spender so when its top marketing exec speaks, the industry needs to listen and take action. And it has. But clearly there is still more to do and major marketers like P&G and others will surely continue their role of putting pressure on publishers and agencies to continue the strides they've made throughout 2017. | | A Take: Digiday | | | | #3 Old Navy Plays Role in Fox's 'Christmas Story Live' | | When Fox televises its live version of the 1983 Christmas movie on Sunday night, clothing chain Old Navy will play a major role as exclusive retailer partner, Adweek reports. Old Navy will have brand integrations in the show, four minutes of six-second and 30-second ads during the show and will sponsor backstage access on Facebook Live. Even though Old Navy did not open its first stores until 1994, five decades after the events in A Christmas Story took place, it will still be integrated into the live production. The telecast will feature a 1940s version of an Old Navy storefront in the main village square and the wardrobe of the characters will feature several Old Navy items. The boy band PrettyMuch, which will perform as the carolers in the show, will also be dressed in Old Navy clothing. Fox is also planning a live commercial during the show. | | WHY THIS MATTERS: Fox should get a larger than expected audience since it will be the only live December show of the season. NBC was planning to air a live version of the musical Bye Bye Birdie but had to postpone it because of scheduling difficulties with star Jennifer Lopez. Last year's Hairspray Live show on Fox generated an estimated $24.9 million in ad revenue, more than double that NBC's telecast of Sound of Music Live took in in 2013, even though it drew way less viewers. Typical of TV advertising today – marketers are paying more to reach smaller audiences. | | A Take: Adweek | |
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| | 4.07 | | Dollars in billions that B2B advertisers will spend on U.S. digital advertising in 2017, according to eMarketer estimates. That's up 15.6% from 2016, and is projected to grow another 13% to $4.6 billion in 2018. | – Reported by eMarketer
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| | 'The Voice' Pushes NBC Past CBS | by John Consoli
NBC edged out CBS to win the Tuesday primetime 18-49 ratings battle, scoring a 1.3/5 compared to a 1.2/5 for CBS, based on Nielsen overnight data. NBC was led by The Voice which did a 1.7 at 8 p.m., followed by the music special Gwen Stefani's You Make it Feel Like Christmas with a 1.2 and Chicago Med with a 1.1. CBS opened with a 1.4 by NCIS, followed by a 1.3 by Bull and a 0.9 by NCIS New Orleans. ABC finished third on the night with a 0.9. Comedy The Middle opened with a 1.3, followed by Fresh Off the Boat with a 1.0. Black-ish rose to a 1.2, followed by The Mayor with a 0.8. Closing out the night were two episodes of Kevin (Probably) Saves the World which produced an average 0.6. Fox did a 0.8 in the demo, with Lethal Weapon opening with a 1.0. Two episodes of Brooklyn Nine-Nine did an average 0.7. Univision and Telemundo tied with a 0.4. The CW finished with a 0.2 with the Greatest Holiday Commercials Countdown, followed The Victoria's Secret Fashion Show. | |
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| • CLINT SIMPSON was promoted to manager director of the New York and Atlanta offices of DigitasLBi. He will also continue in his role as chief media officer for the agency. Prior to Digitas, Simpson was executive VP and global managing partner at UM Worldwide. He also served as international client president for Carat in the Asia/Pacific region.
• ADAM GROHS is out as head of North America business development at SapientRazorfish, according to an Ad Age report which says he was dismissed following reports that he create a hostile work environment and discriminated against women. His departure was confirmed by the agency.
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February 28 – March 1, 2018 | Raleigh, NC
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