| | Media Buyer & Planner Today | | | | | | | | | #1 Twitter Wants to Grow Agency Relationships | | Twitter has promoted Stephanie Prager to the newly created position of head of global agency development, where she will be responsible for managing all partnerships with global holding companies including WPP, Publicis, IPG and Dentsu, Adweek reports. In this new role Prager says she will focus on helping agencies and their brand clients deal with major concerns like brand safety and creating more ways for brands to collaborate with the social platform in more interesting ways. Prager was previously head of U.S. agency development but this role expands her duties to oversee both U.S. and global agency leads. | | WHY THIS MATTERS: Twitter has been struggling to grow its advertising and this move is aimed at getting the social platform closer to agency buyers. Prager, who has been with Twitter since 2013, has agency experience herself, having served as a managing partner at WPP and GroupM's MEC and also as a VP at Publicis Groupe's MediaVest. | Two Takes: Adweek | MediaPost
| | | | #2 Del Monte Picks Doner LA for Creative | | The canned foods giant has chosen Doner LA to be its lead creative agency, replacing incumbent Epilson, following a review. Doner LA, part of holding company MDC Partners, will now handle creative and strategy across traditional TV, digital, social, CRM and shopper marketing. The move is effective May 2018, although Doner will handle brand strategy for the Del Monte Vegetable and Contadina brands immediately, Ad Age reports. Jason Gaboriau, executive VP and chief creative officer at Doner LA told Age Age that the agency plans to reposition the Del Monte brand from being viewed as simply a canned food company into a packaged goods brand with fresh, artisanal fruits and vegetables. DelMonte did $1.7 billion in net sales in fiscal 2017, but in its second quarter earnings report last month reported a sales decline of 1.8%. | | WHY THIS MATTERS: The account is another win for Doner LA, whose clients include Nestle, Mattel and Netflix, and who last summer was one of seven agencies to be certified to work with McDonald's co-ops. | Two Takes: Ad Age | MediaPost
| | | | #3 Fox Execs Say Studio Content Won't Be 'Disney-fied' | | Speaking at the 2018 TCA winter press tour, Fox Television Group co-chairmen and co-CEO's Dana Walden and Gary Newman, said they have been assured by Disney officials that the Fox assets, including 20th Century Fox's movie and TV studios, that will be sold to Disney, will not be "Disney-fied" or become a total PG operation. Meantime, until the deal is finalized, which could take up to 18 months, it will be "business as usual" while Fox continues to run it. "When we did hear from Disney management, they were incredibly vocal to us about how much they liked our brand," Newman said. "How much they admire the programming that we did." Adding, "They're not acquiring Fox to turn it into some sort of PG company – or, as I think [Disney chairman and CEO] Bob [Iger] has said, to Disney-fy it." Walden also assured reporters in attendance that the deal does not mean Fox shows produced by the studio would be moved to Disney's ABC. | | WHY THIS MATTERS: The future direction of the Fox studio matters to agencies and their client brands that will be advertising in the programming the studio produces. So it is important to give them some sort of heads up as to what direction the studio will go once it changes owners. | Three Takes: Adweek | B&C | THR
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| | 65.3 | | Percentage of mobile game developers worldwide who plan to make promotion of their games via social media a "priority" (18%) or of "high importance" (47.3%), according to a poll conducted by Mobvista and PocketGamer.biz. They will also give priority or high importance to promoting via app stores (64.3%), via video advertising (51.%), using influencers (46%) and through in-game advertising (30.3%). | – Reported by eMarketer
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| | CBS Wins With Comedy Comeback | by Michael Malone
Thanks to robust comedies, CBS grabbed the top ratings among broadcasters Thursday, putting up a 1.8 in viewers 18-49, per the Nielsen overnights, and a 7 share. That beat the 1.2/4 rated by Fox. CBS had Big Bang Theory up 19% to 3.1 and Young Sheldon up 53% to 2.6. Mom climbed 21% to 1.7 and Life in Pieces rose 18% to 1.3, before S.W.A.T. scored a flat 1.1. Fox had the premiere of The Four: Battle For Stardom across prime at 1.2. NBC did a 1.1/4. Superstore scored a flat 1.1 and The Good Place a level 1.0, then Will & Grace fell 22% to 1.4 and Great News increased 50% from its last airing to 0.6. Chicago Fire posted a 1.1, a 10% gain. ABC was at 1.0/4. A couple repeated comedies led into the David Koresh two-hour special Truth and Lies: Waco at 1.1. Univision did a 0.6/4 and Telemundo a 0.4/2. The CW was at 0.2/1 with repeats of Supernatural and Arrow. | |
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| • JOSEP HERNANDEZ was named global managing director of the L'Oréal account at media agency Wavemaker. He will be based in Paris and report to Wavemaker global chief client officer Aaron Smith. Wavemaker is the agency that was recently created with the merger of WPP and GroupM media agencies MEC and Maxus. Hernandez was previously senior director of global media strategy and communications planning at Mondelez International. Prior to that, he spent 15 years in assorted roles at WPP agencies, including Wunderman, Y&R and Ogilvy.
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