| | Media Buyer & Planner Today | | | | | | | | | #1 Agencies Serving as Headhunters for Clients | | As companies continue to bring more advertising and marketing roles in-house they are turning to ad agencies to help them find the best people. And, according to a Digiday report, in many instances agencies are helping them recruit talent for creative marketing roles. Seth Solomons, CEO of Wunderman North America says his agency is helping eight clients search for talent and has found senior talent in the past for clients across many functions, including marketing, digital, technology, as well as for data and analytics. Julie Koepsell, managing director of WPP digital agency Mirum, says her agency in the past six months has sent prospective candidates to marketing roles to at least three clients. And social agency Move Digital recently recommended a potential ad manager to Redstone Credit Union, who the client then hired. In total, eight of 12 agencies Digiday spoke with say they have assisted their clients with recruiting – for free. Even though clients might be willing to pay for such services. That's because a recent survey of marketers and agencies by The Creative Group found that 43% of marketers cannot find the talent they need to operate effective marketing services in house. | | WHY THIS MATTERS: Some agencies believe that helping clients hire people to perform in-house marketing roles creates goodwill and also creates a possible ally at the client company. "The closer [an agency is] to individuals involved, the more of a chance that their agency will be involved," says Brian Weiser, senior research analyst at Pivotal Research Group. But others believe that by assisting their clients with hiring folks that will be doing agency type work in-house, they are hastening their own demise that could lead to companies dropping them and doing the creative and marketing work totally on their own. In fact, Move Digital did lose a client after helping the company hire outside help. And now is pitching to be rehired. The solution may be for agencies to initiate units where companies can hired them and pay them for help with hiring talent. | | A Take: Digiday | | | | #2 Twitter Wants to Sell Ads Tied to On-Demand Clips | | The social media service is looking to draw in more on-demand viewing as it seeks new deals for live shows, and it is trying to do that by seeking more live programming that's suitable to also break up into short clips that will interest viewers, Digiday reports. At the same time, the repackaging of the live programming into on-demand video clips will enable Twitter to sell ads against those clips. Such repackaging was something Twitter was supposed to do as part of its video strategy last year, but it was shelved. Now, seeing how the on-demand viewership can actually eclipse live audience size in many instances, Twitter has revived the strategy. "Twitter doesn't want to abandon live, but it wants to see how it can play with video on demand," one media executive told Digiday. | | WHY THIS MATTERS: As Twitter gets more into video streaming, it is looking for ways to grow its popularity among users. And to not only draw more viewers in, but to also bolster a new ad revenue stream. With social media giant Facebook still struggling to get its live video viewing off the ground, Twitter has a shot to become competitive. | | A Take: Digiday | | | | #3 H&M Withdraws Grafitti Lawsuit | | After filing a lawsuit defending its use of a graffiti artist's work without his consent in an ad campaign, the retailer says it now plans to withdraw the legal action, Teen Vogue reports. H&M had faced intense social media criticism when reports surfaced that it refused to pay the artist for using his video and still images in its current activewear campaign. The artist, Jason Williams, had sent H&M a cease-and-desist letter, telling the retailer to stop using his work unless the chain paid him. H&M took the position that there is no copyright infringement because graffiti is considered illegal vandalism and is not constitutionally protected. That spurred calls for a boycott of H&M and led to the chain issuing a statement which read: "H&M respects the creativity and uniqueness of artists, no matter the medium. We should have acted differently in our approach to this matter. It was never our intention to set a precedent concerning public art or to influence debate on the legality of street art." H&M says it is "reaching out" to the artist to come up with a solution. | | WHY THIS MATTERS: There would have been constitutional implications if a court decision were rendered that could have effected numerous creative ad campaigns going forward. Right now the usual practice has been to pay a street artist when his artwork is used. But if a judge decided the case, a specific legal precedent would have been established. This is not the first time H&M has come under fire for using a street artist's work. As Teen Vogue reports, in 2012, H&M also apologized after the fact and worked with the artist on a resolution. The chain also received social media complaints in January when it posted an ad of a black child wearing a hoodie that read: "Coolest Monkey in the Jungle." | | Two Takes: Teen Vogue | Ad Age | |
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| | 65 | | Percentage of client-side marketers worldwide who say improving their data analysis is a very important factor in delivering a better customer experience, according to a survey by Econsultancy and Adobe. Some 52% said another important factor is optimizing internal collaboration between creative and marketing teams. While 49% cited the importance of improving content marketing through immersive storytelling. | – Reported by eMarketer
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| | CBS Wins With March Madness | by Michael Malone
CBS took top prize in Thursday ratings, as March Madness basketball led the network to a 1.7 in viewers 18-49, per the Nielsen overnights, and a 7 share. That topped the 1.3/5 that ABC put up.
CBS had the college basketball tournament on across prime.
On ABC, it was dramas. Grey's Anatomy was up a tenth of a point at 1.8. Scandal scored a flat 1.1, and How to Get Away With Murder grew 11% for a 1.0.
NBC did a 0.8/3, as Superstore dropped 9% to 1.0 and A.P. Bio posted a flat 0.8. Will & Grace grew 9% to 1.2 and Champions fell 13% from its premiere for a 0.7, before a Chicago Fire repeat.
Fox rated a 0.6/2. Gotham slipped 14% to a 0.6 and Showtime at the Apollo rated a flat 0.6.
Univision did a 0.5/2. Telemundo rated a 0.4/2. Both were the same as last week.
The CW scored a 0.2/1, as Tough Mudder: Tougher Together rated a 0.2 and was followed by an Arrow repeat. | |
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| • Omnicom's dedicated McDonald's unit, We Are Unlimited, has added two new executive creative directors, two associate creative directors, a copywriter and a senior art director. CHRIS MOREIRA and MARK SCHOLLER have joined as ECDs. They previously were ECDs at Saatchi & Saatchi New York. AUGUSTUS SUNG and DAVID STEVANOV were appointed associate creative directors. They both were previously with Ogilvy Singapore, with Sung serving as senior copywriter and Stevanov as senior art director. KRISEN MANIAS has joined as a copywriter while Allison Bulow as named senior art director. Both previously worked at mcgarrybowen.
• DAWN HUDSON will leave her position as chief marketing officer of the NFL after three years in the post, according to an initial report by The Wall Street Journal. Her departure follows the recent appointment of Maryann Turcke as chief operating officer, who will oversee marketing as part of her role. Prior to joining the NFL, Hudson spent 11 years at PepsiCo where she rose to president and CEO of Pepsi-Cola North America. Before that she held marketing roles at Pepsi. She also has an agency background, having worked at DMB&B and Omnicom.
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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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