| | Media Buyer & Planner Today | | | | | | | | | #1 Media Reviews Seek Value, Not Pricing | | Less than a month into 2018 and brands such as Mars, HSBC and Shell have already put up to $5 billion in media spending into review, Digiday reports. The difference from years past, however, is that the most recent wave of media agency reviews is not focused on trying to get the best ad pricing guarantees from agencies, but instead the best value, i.e. guaranteeing the best platforms to reach the right consumers. As Digiday points out, major advertisers like Procter & Gamble, Barclays, Diageo and L'Oreal have all openly pledged they will pay a premium for quality ads if the agencies can fully disclose how they spend their ad budgets. As more brands begin taking media planning in-house, they want the outside agencies to do a better job with media buying. That is a different scenario than just two years ago. | | WHY THIS MATTERS: For years, media agencies have sold themselves to brands based on buying clout or the ability to get good pricing deals from media platforms because they control so many ad spending dollars. Today marketers care less about pricing and more about agencies being able to target the right consumers and be able to prove it to the clients. As 2018 progresses, and more brands put their media agency accounts up for review, there is going to be even more pressure on the agencies to forget their old ways of pitching their business. | | A Take: Digiday | | | | #2 Microsoft to Develop Publicis AI Platform Marcel | | The multinational tech company has been selected by ad agency holding company Publicis Groupe to develop its announced artificial-intelligence platform Marcel. According to multiple reports, Publicis.Sapient will be responsible with structuring the user experience, while Microsoft will construct the platform and offer expertise in artificial intelligence. The goal of Marcel is to help Publicis Groupe employees create and share data, including AI capabilities, across its staffers and agencies around the world. Publicis says it will introduce Marcel publicly at its Viva Technology conference in Paris on May 24. | | WHY THIS MATTERS: Publicis is hoping that Marcel, once up and running, will help drive the productivity and creativity of its agencies to best meet the needs of clients in the future. | | Three Takes: Ad Age | Adweek | MediaPost | | | | #3 Super Bowl 'War Rooms' Lose Luster | | Agency/client "war rooms" during the Super Bowl telecast, where live messages were sent out via Twitter during the game, kicked off in 2009, but it was in 2013, when Oreo tweeted its "Dunk in the Dark" message during the in-game black out, that drove the practice to the forefront. After that, as Digiday reports, every brand and their agency seemingly wanted to make sure they were ready to make that key tweet live during the big game. By 2016 and extending up to the start of this year's Super Bowl telecast, Digiday says, "the war room concept is mostly dead. Agencies have figured out that they're expensive, time-consuming – and actually kind of silly. Clients are demanding more than so-called engagement." | | WHY THIS MATTERS: Much like everything else in the world, when someone has success, others want to copy it. Much like the NFL's on field play often leads it to being described as a "copycat" league. The ad agency business is also prone to copycatting. The Oreo Twitter moment received so much notoriety that clients and their agencies alike wanted to copycat it. But as Ken Kraemer, CEO of Deep Focus, tells Digiday, "It's kind over. If you look at that [Oreo] tweet now, it kind of makes no sense. Why is the cookie talking about a blackout at a stadium?" But back then, "it was the fever pitch of the medium of social media." Times change. | | A Take: Digiday | |
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| | 42 | | Percentage of U.S. adult consumers who say they'd be willing to spend a maximum of $20 per month on a streaming subscription, according to a survey by real-time video solution provider Phenix. The survey also found that as many as 40% of Americans don't plan to live stream this year. As for the best place for live streaming content, 60% of consumers picked Netflix, followed by 48% who chose YouTube, 38% who picked Facebook and 37% who picked Amazon. Less popular were Hulu (25%) and Twitter (12%). | | – Reported by B&C | |
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| | ABC Wins With 'The Bachelor' | by Michael Malone
ABC took top prize in Monday's prime ratings, scoring a 1.4 in viewers 18-49, according to Nielsen's overnights, and a 5 share on the strength of The Bachelor. In second was CBS at 1.0/4. ABC had two hours of The Bachelor, which was down 6% at 1.7, then a Good Doctor repeat. CBS had Kevin Can Wait, which was down 8% at 1.2 while Man With a Plan was off 8% at 1.1. Superior Donuts was flat at 1.0 and 9JKL stayed level at 0.8. Drama Scorpion grew 13% to a 0.9. Fox and NBC both rated a 0.9/3. On Fox, Lucifer decreased 11% for a 0.8 and The Resident was off 10% at 0.9. On NBC, game show The Wall fell 8% for a 1.1 and Better Late Than Never scored a flat 0.9. Drama The Brave climbed 17% to a 0.7. Telemundo and Univision both did a 0.5/2. The CW rated a 0.4/2. Supergirl ticked up 20% to a 0.6 and Valor rated a level 0.2. |
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| • COLIN CHOW was promoted to chief executive officer of MDC Partners' brand strategy agency Redscout. He is being elevated from West Coast managing director and succeeds agency founder Jonah Disend, who had held the post since the agency's founding 18 years ago. Disend will assume the new role of chairman. Chow has been with Redscout since 2016. IVAN KAYSER was also promoted to the newly created post of chief strategy officer. He was previously head of strategy at Redscout's New York office.
• TODD LANCASTER was promoted to chief creative officer and partner at Dallas-based branding agency Greenlight. He was elevated from executive creative director. Prior to joining the agency in 2016, Lancaster spent five years at Fort Worth agency Schaefer Advertising, where he was VP, creative director. He has also been group creative director at Purple@Epsilon and creative director at The Marketing Arm.
• BARRY BURDIAK was named senior VP, executive creative director at Epsilon Chicago. He had spent 30 years at DDB Chicago and was most recently senior VP, group creative director, handling some of the agency's largest accounts, including Budweiser and State Farm.
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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
March 26, 2018 | New York, NY
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Multicultural Television Summit
April 3, 2018 | New York, NY
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Technology Leadership Awards at NAB
April 9, 2018 | Las Vegas, NV
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Digital Media Tech Leadership Summit
June 5-6, 2018 | Tampa, FL
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The Programmatic Summit
June 7, 2018 | New York, NY
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