| | Media Buyer & Planner Today | | | | | | | | | #1 Mindshare Rolls Out 24-Hour Planning Service | | The WPP and GroupM media agency has launched a new service for clients that is designed to deliver a media plan within 24 hours, MediaPost reports. The new initiative is called Mindshare 24 and the agency is so sure that concept will be impressive to clients, that it is offering a money back guarantee if the ideas in the plan don't impress. Clients initiate an objective with the agency and a global team of talent is assembled spanning Mindshare's 116 offices in 86 markets. Within 24 hours a media plan is formulated for the client. The service was initially beta tested and is now being rolled out for all clients in major hubs including New York and Portland in the U.S., London, Amsterdam, Joannesburg, Singapore, Shanghai and Sydney. "Any brand that is interested in quick and powerful ideas anywhere in the world should call us or even just send an email, go to bed, and then wake up with a world-changing idea," says Nick Emery, global chief creative officer at Mindshare. | | WHY THIS MATTERS: Mindshare says the aim is to put energy and excitement back into media planning. Media agencies are facing lots of pressure from clients to produce better results in the ever changing media landscape, particularly with consultancies attempting to lure away clients. And Mindshare's Emery says, "It's the creative antidote to a 'tech is the only solution' view of our world that is pervasive." If this strategy proves effective, it could give Mindshare an edge in keeping and winning more client business. | | A Take: MediaPost | | | | #2 Wavemaker Retains Ikea Media Account | | The WPP agency that was created last year by combining two of its media agencies MEC and Maxus has kept the $108 million Ikea U.S. media account within the holding company, Adweek first reported. MEC was Ikea's incumbent media agency, having held the account for 11 years, and Wavemaker successfully pitched to keep the account under the WPP umbrella. Another WPP and GroupM agency, MediaCom successfully defended its portion of the Ikea global account. Dentsu Aegis Network's Vizeum also handles some global media duties for Ikea. According to Adweek sources, both MediaCom and Vizeum competed for the U.S. account against Wavemaker. | | WHY THIS MATTERS: This is a big win for Wavemaker which had seen some accounts previously handled by MEC not select it in reviews. Earlier this week it was announced that pharmaceutical giant Amgen had moved its $350 million annual U.S. media account from MEC to Omnicom's Hearts & Science, which beat out Wavemaker in the pitch. Wavemaker, however, earlier this month did win the $108 million annual North America media account of Danone away from Carat. And it also won the $55 million U.S. Adobe media account in February. So prior MEC clients aside, Wavemaker seems to be on a roll. | | A Take: Adweek | | | | #3 J&J Asks Agencies to Cut Costs by 30% | | The healthcare giants, which recently renewed its relationship with incumbent creative agencies from WPP and Omnicom, has also gotten those agencies to create new dedicated agency units within each holding company, each to work on specific brands. At the same time, as The Wall Street Journal reports, Johnson & Johnson is seeking to have those creative agencies reduce their costs by about 30%. And moving to the integrated models should help. Under the new plan, each holding company will have a New York office with dedicated staffers, while leaving space for individuals from digital media partners like Google and Facebook, as well as employees from J&J's dedicated media agency at IPG. Alison Lewis, J&J's chief marketing officer, says, "When we were just television and print and maybe PR, we could live in a world of more siloed creative because the brand person could tie that together." But now, she says, with all the duplication across disciplines and the need to quickly churn out ad content, the accounts need to be "consolidated at the holding companies as a way to drive that agility and integration." | | WHY THIS MATTERS: Clients are changing the way they do business and they are more and more dictating what their ad agencies must do to continue to represent them. With a massive ad spender like J&J, it's basically the client telling the agencies how they have to operate, and if the agencies want to keep the account, they nod their heads "yes." | | A Take: WSJ | |
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| | 26 | | Average percentage of worldwide marketer budgets that is wasted on ineffective channels and strategies, according to a survey by Rakuten Marketing. And about half of respondents said they misspend at least 20% of their budgets. | – Reported by eMarketer
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| | CBS Wins With College Hoops | by Michael Malone
CBS was the big winner in Thursday ratings, as the NCAA basketball tournament paced the network to a 2.4 in viewers 18-49, per the Nielsen overnights, and a 10 share. CBS had March Madness action across prime.
Last Thursday's NCAA tournament on CBS did a 1.7.
Runner-up was ABC at 1.4/6. Grey's Anatomy went up 6% to 1.9 and Station 19 premiered to a 1.2 from 9 to 11 p.m.
NBC was at 1.1/5, with Superstore up 10% to 1.1 and A.P. Bio down 13% to 0.7. A pair of Chicago Fire episodes was down 8% for a 1.2.
Fox rated a 0.6/3, with Gotham up 17% to 0.7 and Showtime at the Apollo at a flat 0.6.
Univision rated a 0.5/2 and Telemundo a 0.4/2, both the same as last week.
The CW did a 0.2/1 with repeats of Supernatural and Arrow. | |
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| • KAREN NAYLER is retiring from her post as chief executive officer of Mindshare Canada, effective July 31, and will be succeeded by DEVON MacDONALD, currently chief strategy officer. Nayler has held the CEO position since 2012 and was instrumental in launching Mindshare's entry into the Canadian market in 2000. Prior to joining Mindshare, MacDonald was managing director of digital agency 360i in Toronto.
• DANIEL ALVES was named associate creative director at Carmichael Lynch. He was most recently head of art and design at Crispin Porter+Bogusky Miami. He has also served as an art director at Fallon and held a similar position at FCB Brazil.
• KLARN DePALMA was appointed executive VP of MNI Targeted Media, a unit of Meredith's Local Media Group. He previously spent 25 years at WFSB Hartford, where he was most recently VP and general manager since 2005.
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