Media Buyer + Planner: McDonald’s Agency Gets New CEO; Burger King Tests Outdoor Digital Ads

Media Buyer & Planner Today   December 6, 2017     Top Stories       #1 McDonald's Dedicated Agency Gets New CEO We Are Unlimited, DDB North America's dedicated McDonald's agency, has appointed a new CEO, effective Jan. 8, 2018. He is Mark Mulhern, who is joining the agency from Hearst digital agency iCrossing, where he has served as president for the past two years. Mulhern was also previously an executive VP at BBDO and was an executive at JWT. Mulhern succeeds Brian Nienhaus, who is taking a new, but unidentified role within DDB parent Omnicom. DDB North America CEO Wendy Clark says DDB and McDonald's made a "collective and collaborative decision" to hire Mulhern, who will report to Clark, Ad Age reports. WHY THIS MATTERS: DDB's Clark says while Nienhaus was part of the pitch team when DDB won the account, We Are Unlimited is now at a point where it is looking to pivot from a startup into a more sustainable agency. In addition to McDonald's, We Are Unlimited plans to begin pitching other clients for business. The agency has an exclusivity agreement with McDonalds, but that ends in early 2018. Meanwhile, the world's largest fast-food restaurant chain is riding high, posting a 4.1% increase in comparable store sales in third quarter. Two Takes: Ad Age | MediaPost   #2 Burger King Tests Outdoor Digital Ads The fast-food restaurant giant has been testing dynamic digital outdoor ads that can be changed at different times of the day or in different weather situations to better appeal to consumers and drive them into its locations, Digiday reports. A test took place in the U.K., where Vizeum created 30 different ads that ran on 100 billboards, with each one near one of 13 Burger King locations. The goal was to push consumers into the stores during quieter sales periods during the day. The chain is currently reviewing all of the analytics. Burger King has been working with outdoor media owners such as JCDecaux, which has allowed brands to plan and buy digital outdoor ads more contextually to targeted audiences. In this test, beacons were installed in the 13 stores to track foot traffic in conjunction with the digital ads. WHY THIS MATTERS: As more and more outdoor ad companies install more and more digital signs at more varied locations, more advertisers are going to start taking advantage of them. In the case of Burger King, outdoor media is the chain's second-biggest media outlay after TV, although up until now it has been one of the most restrictive. Changing static messages on billboards that can only be changed every few weeks to ad messages that can be changed instantly makes outdoor advertising way more attractive to all types of advertisers, but particularly to restaurants and retailers. A Take: Digiday   #3 Marketers Say Racially-Diverse Ads Good for Brands A survey by Shuttershock finds 88% of U.S. marketers agree that "Using more diverse images helps a brand's reputation," according to an Adweek report. And some 41% agreed that it is important to represent "modern day society" in marketing imagery. Over the past 12 months, 33.9% of U.S. marketers say they've used more "racially diverse models" in campaigns and 21.4% say they've used more images featuring "nonprofessional models." Some 10.6% of marketers say they've used more images of same-sex couples, while 10.2% say they've used more images featuring people with disabilities. WHY THIS MATTERS: The more in tune brands are with consumers, the more potential they have for increasing sales. "Striking a chord with consumers is no longer about serving them images of perfection, as social media has helped to change how people view images," says Shuttershock curator Robyn Lange. "Consumers prefer images that accurately portray the world around them, as opposed to a perfected version of the world offered by marketers." A Take: Adweek     #4 Doritos Back in Super Bowl (Ad Age) #5 Amazon Struggles to Lure Beauty Brands (Digiday) #6 Anomaly Out as Bud's Super Bowl Ad Creator (Ad Age) #7 MDC Partners Builds Secret Security Network (MediaPost) #8 Fox Networks Group Signs Expanded Deal with ComScore (B&C) #9 Horizon Media Launches First Canadian Office (MediaPost) #10 Mcgarrybowen Acquires Swirl (MediaPost)   Stat Of The Day     151.2 Total U.S. local ad revenue in billions projected for 2018, according to BIA/Kelsey. That would be up 5.2% from the projected $140.9 billion this year. Traditional media will comprise 64.7% of the total, with online/digital making up the other 35.3%. Direct mail would make up the largest chunk of dollars – 25.4% or $38.5 billion, followed by local TV with 13.8% or $20.8 billion. Mobile will total 12.6% or $19 billion. – Reported by BIA/Kelsey   Ratings     'Will & Grace' Leads NBC to Win by Michael Malone NBC was the top ratings scorer Tuesday, riding a noisy Will & Grace to a 1.4 prime in viewers 18-49, per the Nielsen overnights, and a 6 share. That topped the 0.9/3 put up by both ABC and Fox. The Voice did a flat 1.8 on NBC, before Will & Grace went up 20% from its last airing to a 1.8. Superstore grew 10% to 1.1, and Chicago Med dropped 15% to 1.1.   ABC had The Middle off 8% at 1.2 and Fresh Off the Boat down 18% at 0.9. Black-ish lost a tenth of a point for a 1.0 and The Mayor posted a flat 0.7, before Kevin (Probably) Saves the World scored a level 0.6. On Fox, Lethal Weapon rated a 1.0, The Mick a 0.8 and Brooklyn Nine-Nine a 0.7. All three were flat. CBS was at 0.7/3 with repeated dramas. The CW was at 0.7/3. The Flash fell 11% from The CW's crossover event a week ago to 0.8, and DC's Legends of Tomorrow slipped 33% to 0.6. Univision did a 0.6/2 and Telemundo a 0.4/2.   Fates & Fortunes     • WENDY McMAHON was named president of ABC Owned Television Stations Group. She was most recently senior VP, digital for the group. She succeeds Rebecca Campbell, who was recently named president of the Walt Disney Co. EMEA. McMahon earlier served as VP of creative services and programming at KABC-TV, the Los Angeles affiliate of ABC, and prior to that was director of creative services for CBS stations in Boston and Minneapolis..  • DESMOND LaVELLE was named VP and executive creative director at independent New Orleans-based agency Peter Mayer. He was most recently creative lead, global accounts at Facebook Creative Shop. Prior to that he was senior VP, creative director at Leo Burnett and before that was senior VP, creative director at FCB.    Events     Technology Leadership Summit February 28 – March 1, 2018 | Raleigh, NC Learn More 20th Annual Multichannel News Wonder Women Luncheon March 22, 2018 | New York, NY Learn More Advanced Advertising Summit – Spring Edition March 26, 2018 | New York, NY Learn More Multicultural Television Summit April 3, 2018 | New York, NY Details To Come Technology Leadership Awards at NAB April 9, 2018 | Las Vegas, NV Learn More The Programmatic Summit June 2018 | New York Learn More Digital Media Tech Leadership Summit June 2018 | Location TBD Learn More more events »   Jobs     Local Sales Manager Hearst Television, Rogers, AR   Director of Engineering - Transmissions NET - Nebraska's PBS and NPR Stations, NE   Assistant Chief Engineer WGAL, Lancaster, PA   Director of Engineering, Network Operation and Distribution NET - Nebraska's PBS and NPR Stations, NE   more jobs » News Blogs Events People TV Careers   Advertise Contact Us Send this to a friend       ©2017 NewBay Media, LLC

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