| | Media Buyer & Planner Today | | | | | | | | | #1 Kimberly-Clark Launches Global Review | | The consumer packaged goods giant recently initiated a global creative agency review, in which it seeks to restructure its current roster agencies, Adweek first reported. Kimberly-Clark has worked with several WPP creative agencies, including Ogilvy and JWT. And WPP internally maintains a dedicated division made up of all the agencies who service the account. A spokesperson for the company told Ad Age it "regularly reviews" its agency relationships but would not comment beyond that. The review includes only creative. WPP's Mindshare, part of its GroupM unit, handles media planning and buying and is not part of the review. Although K-C has increasingly taken programmatic operations in-house. | | WHY THIS MATTERS: Kimberly-Clark is a major ad spender with all of its assorted brands. Kantar Media data says it spends north of $200 million a year on U.S. advertising alone. While independent research firm COMvergence and international consultancy R3 estimate the company spends between $400 million and $800 million on advertising globally. So the review is a major headache of WPP which recently announced a disappointing financial performance for 2017. As Ad Age points out, the review also comes at a time when the company's chief competitors, Unilever and Procter & Gamble, have made headlines for touting the benefits gained by cutting hundreds of millions of dollars from their digital marketing budgets. | Two Takes: Adweek | The Drum
| | | | #2 Muslim Marketing Goes Mainstream | | There's a growing Muslim middle class globally and Reina Lewis, professor of cultural studies at London College of Fashion tells Ad Age that opportunities for brands are enormous. Muslim consumer spending is expected to rise to $368 billion by 2021, according to a Thomson Reuters report, and that's up from $243 billion in 2015. Macy's and Adidas have joined H&M, Uniqlo, American Eagle Outfitters and Nike in offering selections of traditional hijab head coverings and last month Macy's began selling the Verona Collection, a Muslim clothing line. And the move to incorporate Muslim into marketing by brands goes beyond apparel merchandise. More Muslims are appearing in commercials for auto brands and in Amazon ads. | | WHY THIS MATTERS: Of course there are still detractors who denounce such moves and say they will boycott those who market to Muslims. But YouGov BrandIndex data has found that none of the brands that target Muslims has suffered lasting damage and over time those moves have actually increased brand perception overall. Says Melanie Elturk, founder of e-commerce site Haute Hijab, "Muslim women were tired of being told they couldn't be fashionable. They took to social media, like Instagram, and became powerful influencers in the fashion space. You can't ignore them when they have millions of followers." | A Take: Ad Age
| | | | #3 Twitter Tests Outside Buying Platforms | | The social media platform wants to make it easier for brands and agencies to buy ads on its site. Ad Age reports that Twitter is seeking to embrace programmatic ad technology in a way that its more-closed rivals have avoided. That is to build pipes to connect its ad inventory with outside buying platforms and agency trading desks. While Twitter has acknowledged its programmatic aspirations in a general way before, its advertisers tell Ad Age its plan is more sweeping than it has revealed. "From an advertiser perspective, why it's exciting is that it's the first social platform that would allow us to buy an audience programmatically," says one agency exec working closely with Twitter on the new ad tech system. | | WHY THIS MATTERS: Twitter has been struggling with ad sales but this new system, which would allow the major agency holding companies including WPP, Omnicom and Dentsu Aegis, who it is talking with, would open up easy ways for ad dollars to flow into the platform, especially in the area of video advertising. And it could help Twitter lure some ad dollars away from Facebook and Snapchat and give marketers more expansive social media ad buying options. | A Take: Ad Age
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| | 176.1 | | U.S. adults in millions who at least once per month are projected to watch TV while using a smartphone in 2018, according to data from eMarketer. That's up 8.6% from 2017. And some 110 million are projected to watch TV while using a desktop or laptop computer this year, up 3.9% from 2017. And its millennials that use dual devices simultaneously most frequently. | – Reported by eMarketer
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| | Oscars Down on ABC | by Michael Malone
ABC took top ratings honors Sunday, riding the Oscars to a 5.8 score in viewers 18-49 across prime, per the Nielsen overnights, and a 21 share. But the Oscars were well down from 2017's numbers. ABC's telecast of the 89th annual Academy Awards in 2017 averaged a 9.1 rating among viewers 18-49, according to Nielsen's fast national ratings. That was down 13% from 2016's 10.4. The show brought in an average audience of 32.9 million total viewers last year. Nielsen has not yet shared last night's total viewers. The Oscars Opening Ceremony: Live from the Red Carpet did a 4.0, while the awards themselves, hosted by Jimmy Kimmel, did a 6.4. The Shape of Water won Best Picture. Frances McDormand won best actress for Three Billboards Outside Ebbing, Missouri. Gary Oldman won best actor for his work in Darkest Hour. Allison Janney won best supporting actress for her performance in I, Tonya. Sam Rockwell won best supporting actor for Three Billboards. On the competition, NBC did a 0.6/2, with Dateline rating a 0.6 at 7 p.m., then the film Fast and Furious 7 doing the same rating. Univision did a 0.6/2. CBS and Fox did a 0.5/2. On CBS, 60 Minutes rated a 0.8/3 and was followed by an NCIS repeat, then repeats of Bull and NCIS: Los Angeles.
On Fox, it was the special Billy Graham: An Extraordinary Journey, which did a 0.5 from 7 to 8 p.m. Repeated comedies followed on Fox.
Telemundo rated a 0.3/1. | |
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| • Horizon Media has promoted three managing partners to executive VPs, with the agency stating that 60% of its management, with titles of VP or higher, are women. CHARLOTTE COCHRANE, managing partner of digital, and CINDY KIM and SARAH ROBERTSON, both managing partners of brand strategy, all based in Horizon's Los Angeles office, were promoted to executive VPs. Cochrane oversees digital strategy and activation for clients on the West Coast. Kim oversee Horizon's West Coast entertainment clients, while Robertson handles an assortment of other clients.
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February 28 – March 1, 2018 | Raleigh, NC
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