| | Media Buyer & Planner Today | | | | | | | | | #1 Mondelez Puts Media Account Up for Review | | The snack and beverage giant has put its $200 million North America media planning and buying account up for review. Incumbent agency Carat, which won the account in 2015, will participate in the review, Ad Age reports. Carat had been handling media for Mondelez chocolate brands when its purview was expanded to all of the companies snack and beverage brands. The account had previously been handled by Starcom MediaVest. "We regularly review our ways of working with our agencies," a representative of Mondelez says. "Given the high caliber of our brands, it's vital that we always have the right mix of agencies and talent from which we can draw." Ad Age says while the participants in the current review other than Carat have not been announced, it learned that at least two other agencies have been invited, including Publicis Groupe's Spark Foundry. | | WHY THIS MATTERS: The snack and beverage category is highly competitive and competing companies spend large dollars on advertising, as can be seen by Mondelez's $200 million annual spending in North America alone. So there is a lot at stake for the winning agency. In addition to handling North America media, Carat also does media planning and buying for Mondelez across much of Europe. In all, Mondelez spends about $1.5 billion marketing its products around the world, according to Greg Paull, co-founder and principal at consultancy R3. | | A Take: Adweek | | | | #2 Big Agencies to Boost Spending with Amazon | | Major ad agency holding companies Publicis, Omnicom and WPP plan to increase their ad spending with Amazon to upward of $800 million, collectively, according to a Wall Street Journal report, citing sources. The Journal says WPP, which currently spends about $200 million annual with Amazon on behalf of its clients, could increase that by 40% to 50% in 2018. Likewise, Publicis also currently spends about $200 million and plans to boost its ad spending to about $300 million next year. Omnicom, which spends about $100 million, is expected to double that amount next year. | | WHY THIS MATTERS: In the U.S., Amazon expects to generate $1.65 billion in ad revenue in 2017 and that amount is projected to increase to $2.35 billion in 2018, according to eMarketer estimates. That total pales in comparison to internet giants Facebook and Google, but Amazon is seen by the ad holding companies as a viable alternative to the two, and a place where they can go to try to keep Facebook and Google from boosting ad prices too high. Says Kelly Clark, CEO of WPP's GroupM, "We are absolutely leaning into Amazon as an ad partner and think there are big advantages to our clients." | | A Take: WSJ | | | | #3 Patagonia Squares Off Against Trump | | The outdoor retailer which has been vocal about wanting to keep protected federal park land and national monuments protected, has run ads on its website homepage with the headline, "The President Stole Your Land." Patagonia says President Trump's announcement that he is shrinking the size of the Bears Ears National Monument in Utah by 85% and will have the government sell the land is "unprecedented," as well as unlawful and illegal. And Patagonia, along with several other groups, plan to file a lawsuit in an attempt to prevent the government land grab from happening. Patagonia president and CEO Rose Marcario says, "We've fought to protect these places since we were founded and now we'll continue that fight in the courts. | | WHY THIS MATTERS: Many brands are activist, but the actions by Patagonia are extremely activist. However, it seems like at least in Utah, the chain has consumers behind its actions to battle the president on this issue. The Salt Lake Tribune reported that hundreds of protesters took to the streets to complain about the government action and were warded off by police in riot gear. Many knelt in the streets and blocked traffic, booing Trump who announced the plan while visiting Utah. | | Two Takes: MediaPost | Ad Age | |
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| | 35 | | Percentage of U.S. internet users who use a cable provide as their primary TV/digital video service, according to a survey by Raymond James. Another 31% primarily subscribe to an OTT streaming service, while 17% subscribe to a satellite company, and 10% to a phone company TV or streaming service. | – Reported by eMarketer
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| | Primetime Ratings: NBC Wins With Steady 'Voice' | by Michael Malone
NBC took top prize in Monday ratings, posting a 1.6 in viewers 18-49, and a 6 share. Second was ABC at 1.3/5. The Voice rated a flat 1.9 across two hours for NBC, and The Wall did a flat 1.0. ABC had The Great Christmas Light Fight at 1.1, down a tenth from its last airing a year ago, then The Good Doctor was down 6% at 1.7. CBS and Fox were both at 0.9/3. On CBS, a Big Bang Theory repeat led into Man With a Plan at a flat 1.1, then Superior Donuts fell 10% to 0.9. 9JKL dropped 11% to 0.8 and was followed by a SWAT repeat. Fox had Lucifer at a level 0.9 and The Gifted down 11% at 0.8. Univision was at 0.6/2 and Telemundo at 0.5/2. The CW did a 0.3/1. Supergirl scored a 0.5, down 44% from last week's crossover episode, and Valor rated a flat 0.2. | |
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| • DAN BENNETT was named to the newly created position of chief innovation officer at Grey New York. He was previously chief digital officer at McCann. Prior to that, he was co-founder of the New York officer of independent agency AnalogFolk.
• NANCY HILL, who left her position at president and CEO of the American Association of Advertising Agencies this summer, has started her own consultancy called Media Sherpas.
• SUZ KEEN and NICK SONDERUP have joined Pereira & O'Dell New York as creative directors, according to an Agency Spy report. Keen joins from Translation, while Sonderup was previously with Ogilvy & Mather. Also joining the agency was TOM NAUGHTON as head of strategy, who was most recently with BBDO. At Pereira & O'Dell San Francisco, KATIE BRINKWORTH and ESTEFANIO HOLTZ were promoted to creative directors.
• CHARLIE ERGEN, founder and chairman/CEO of Dish Network, is dropping his CEO role and will be succeeding by ERIK CARLSON, currently president and chief operating officer of Dish. JOHN SWIERINGA, currently executive VP, will succeed Carson as COO.
• UDAY SHANKAR was named president of 21st Century Fox, Asia. He will also continue in his current role as chairman and CEO of Star India. As part of a realigned structure, ZUBIN GANDEVIA, president of Fox Networks Group Asia, will report to Shankar. Shankar has been head of Star India since 2007. Shankar has been head of Star India since 2007.
• JOE STAPLES has joined Mother Los Angeles as executive creative director. Agency Spy says Staples left his previous position as a creative executive at Wieden + Kennedy in Portland in March. | |
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| Technology Leadership Summit
February 28 – March 1, 2018 | Raleigh, NC
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