| | Media Buyer & Planner Today | | | | | | | | | #1 R2C Wins Lending Tree Media Account | | The Portland, Oregon-based creative and media agency has won the media account of online lending exchange Lending Tree following a review. R2C will handle media planning, buying and analytics for TV and radio. Incumbent media agency was Los Angeles-based Oxford Road. Lending Tree spent $126.5 million on advertising in 2016 and spent $60 million during the first half of 2017, according to Kantar Media data. Brad Wilson, chief marketing officer of Lending Tree says the company will look to make television "a larger piece of Lending Tree's overall marketing mix" in 2018. | | WHY THIS MATTERS: The account is a growing media spender which is good for R2C, which has also done work for Vonage, Consumer Cellular, Schick and USAA, among other brands. According to a MediaPost report, J.D. Moriarity, chief financial officer for Lending Tree, said, "The more money we can spend in marketing, the better. I want to be spending a lot more money than we are because for us, marketing dollars are fuel to the business." | | Two Takes: Adweek | MediaPost | | | | #2 Diageo Pulls Ads from Snapchat | | The liquor company is suspending all of its advertising on Snapchat after U.K.'s ad watchdog, the Advertising Standards Authority, ruled that its ads for its Captain Morgan rum brand could have been reaching users under the legal drinking age of 18, the Wall Street Journal first reported. In June, a Captain Morgan "sponsored lens" ran that let users alter pictures of their faces to look like the brand's pirate mascot alongside two glasses of rum. While Diageo said the company "took all reasonable steps" to ensure the ad wasn't directed at users under 18, and used data provided by Snapchat to apply an age filter, the watchdog group questioned the accuracy of Snapchat's age data since users self-report their age. | | WHY THIS MATTERS: While the ASA ruling is limited only to the single Captain Morgan campaign, it could encourage more alcohol marketers to either pull ads or insist on tougher targeting safeguards when running campaigns on Snapchat. And as The Wall Street Journal points out, "the issue also could be relevant on other big social media platforms, including Facebook and Twitter, that ask people to self-report their age." Meanwhile, this is another blow to Snapchat, which has been struggling to find ways to draw in more advertisers. | | Three Takes: WSJ | Business Insider | Digiday | | | | #3 Influencer Irresponsibility Can Damage Brands | | The outrage over a video recently uploaded by YouTube creator Logan Paul has raised new brand safety concerns about the Google-owned video site, according to reports by MediaPost and Ad Age. Paul, who is followed on the site by some 15 million, including many pre-teens, posted a video showing a dead body in a forest in Japan known as a location for suicides. While Paul says he turned off monetization for the video, meaning no ads would appear before or during the content, it is still a reminder of potential problems that not only remain on YouTube but also for marketers who associate their brands with irresponsible influencers. Paul has worked with Walmart and Dunkin Donuts, among others, and behavior like posting the dead body photo can reflect badly on those brands, who are then perceived to be supporting offensive content. | | WHY THIS MATTERS: "There is no reason for brands to take risks like that," Harvey Schwartz, president of talent at influencer marketing company WhoSay, tells Ad Age. And Nick Cicero, CEO of social video analytics firm Delmondo says, "Brands need to do more research into these influencers," adding that associating with the wrong influencer can put a brand in a bad light. | | Two Takes: Ad Age | MediaPost | |
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| | 83 | | Percentage of U.S. marketers who believe publishers and media companies should be most responsible for figuring out what to do about the impact of fake news on advertising, according to a report from the Society for New Communications Research of The Conference Board. Some 73% also say social media platforms need to work on solutions, while 56% believe technology partners should be doing more to solve the problem. Some 53% say brands and advertisers should take the lead, while 49% say agencies should get involved. | – Reported by eMarketer
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| | Potent Premiere for NBC's 'Ellen's Game of Games' | by Michael Malone
NBC took the ratings prize in Tuesday's prime derby, riding a hot Ellen's Game of Games premiere to a 2.0 on the night, and a 7 share. That beat the 1.2/5 put forth by CBS. Ellen's Game of Games, hosted by Ellen DeGeneres, had previewed Dec. 18. Last night, it scored a 2.2 from 8 to 10. Then Chicago Med grew 36% from its last fresh airing at 1.5. On CBS, NCIS ticked up 7% to 1.5 and Bull dropped 8% to 1.2. NCIS: New Orleans was good for a 1.0, up 11%.
ABC and Fox both posted a 1.0/4. On ABC, The Middle climbed 15% to 1.5 and Fresh Off the Boat went up 20% to 1.2. Black-ish fell 8% to 1.1 and was followed by a Modern Family repeat. Kevin (Probably) Saves the World then went up 17% to 0.7. On Fox, Lethal Weapon grew 10% to 1.1 and the premiere of comedy LA to Vegas, produced by Will Ferrell, Chris Henchy, Adam McKay, Steve Levitan and other comedic honchos, did a promising 1.1. The Mick scored a flat 0.8. Univision did a 0.5/2 and Telemundo rated a 0.4/2. The CW rated a 0.2/1, with repeats of The Flash and DC's Legends of Tomorrow. | |
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| • ANDREA SULLIVAN was named to the newly created position of chief client officer at digital agency VaynerMedia. She was previously chief marketing officer at Omnicom's Interbrand, where she spent 14 years in assorted roles.
• PATRICK SCISSIONS is out as global chief executive officer at Kirshenbaum Bond Senecal. He had held the position at the MDC Partners' agency since June 2016. Prior to that he was creative lead at Grey Canada. KBS will be conducting interviews to replace him.
• EMERSON COLEMAN was promoted to senior VP, programming at Hearst Television, where he will oversee the company's programming acquisitions for all 33 of its TV stations across 26 markets. He has served as programming VP since 1999.
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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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