| | Media Buyer & Planner Today | | | | | | | | | #1 Pizza Hut Drops Creative Agency Droga5 | | Following its deal to become the official pizza sponsor for the NFL, Pizza Hut is dropping creative agency Droga5 after two years and putting the account up for review. The move comes at a time when Pizza Hut lost its global pizza sales dominance to Domino's. Droga5 was Pizza Hut's fifth creative agency in the past six years. It was Droga5 who came up with the Pizza Hut tagline, "No one out pizzas the Hut." And a company spokesman told Ad Age that the brand will keep that tagline in future campaigns done by which ever new creative agency it hires. Pizza Hut, which succeeded Papa John's as official pizza sponsor of the NFL in February, is also official pizza sponsor of the NCAA. | | WHY THIS MATTERS: Pizza Hut is a major ad spender in the U.S., allocating some $227 million of advertising in 2017. The move to switch creative agencies comes under new chief marketing officer Zipporah Allen, who was promoted to the post in January. While the company did not say why it is switching agencies, there is clearly a desire to get it done before the next NFL season. Meanwhile, Droga5 is on board until June. | | Two Takes: Ad Age | Adweek | | | | #2 Bud Light Moves Social Media Account to W+K | | The beermaker is consolidating its social media with its creative account, moving social from incumbent agency Laundry Service to current creative agency Wieden+Kennedy, Adweek first reported. W+K's New York office has handled Bud Light creative since 2015, while Brooklyn-based Laundry Service handled social media since late 2016. "We have made the decision to consolidate our Bud Light social and creative work under once agency in Wieden+Kennedy," says a Bud Light spokesperson. The shift did not involve a formal review, however, and W+K reportedly pitched new social media work as part of its ongoing "Dilly Dilly" campaign. | | WHY THIS MATTERS: Interestingly, as Adweek points out, sister AB InBev beer Budweiser, has taken somewhat of an opposite approach. In the case of Budweiser, creative agency Anomaly, which had been agency of record for eight years, was recently told it would be sharing work with a small group of other creative agencies. But in the case of W+K, the "Dilly Dilly" campaign has been enormously successful for Bud Light, so it seems logical to give the agency more work. Bud Light spent about $280 million on U.S. advertising last year, according to Kantar Media data. | | A Take: Adweek | | | | #3 Uncertain Future for AORs | | As brands continue to bring marketing capabilities in-house, agencies are facing the reality that they either have to adjust how they operate or forfeit future business. Josh Kelly, managing director of brand and design agency Fine, tells Digiday that brands moving marketing duties previously handled by agencies in-house, "is going to shrink the size of the outside agency pie because agencies are often not set up to keep pace with the range of tactics and navigate organizations in the ways now required." Another agency exec says, "We have to look at it as a positive and adjust." A survey from development firm RSW/US found that 35% of 115 agencies polled said a majority of their assignments are now project based. Eliminating agency-of-record models can save clients money and result in quicker turnarounds on campaigns and marketing projects, brands say. | | WHY THIS MATTERS: There is a danger for clients who move marketing campaign creation in-house that it could yield less than stellar results without top flight pros to handle it. And also a danger that hiring assorted agencies on a project-by-project basis will not result in max results because they do not know the client and its brand as well as an agency of record that has worked with a brand for multiple years. But as the Digiday report says, traditional holding companies assume that will happen and need to become nimble enough to compete for that project-based business or be see revenue dwindle. | | A Take: Digiday | |
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| | 86 | | Percentage of U.S. chief marketing officers who are moving toward in-house marketing strategy, according to a study by NewBase. Some 52% also say they are moving toward doing social media capabilities related to marketing in-house, while 45% are moving data analysis chores in-house, and 32% are looking to move programmatic ad buying in-house. | – Reported by eMarketer
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| | 'Roseanne' Opens Huge on ABC | by Michael Malone
ABC was the easy winner in Tuesday prime ratings, scoring a 2.8 in viewers 18-49, per the Nielsen overnights, and an 11 share. ABC's one-hour premiere of rebooted Roseanne did a 5.1, and had 18.2 million total viewers.
CBS and NBC were the runners-up at 1.1/5.
After Roseanne, ABC saw Black-ish up a massive 136% to 2.6 and the premiere of Splitting Up Together at 2.2. Drama For the People went up 50% to 0.9.
On CBS, NCIS was down 7% to 1.3 and Bull a flat 1.2. NCIS: New Orleans fell 10% to 0.9.
On NBC, The Voice slipped 24% to 1.6. Rise dropped 27% to 0.8 and Chicago Med was down 17% for a 1.0.
Fox was at 0.5/2, with a Lethal Weapon repeat, then LA to Vegas at a flat 0.6 and The Mick down a tenth of a point at 0.6. Univision did a 0.5/2, while Telemundo did a 0.4/2.
The CW did a 0.3/1. A repeated The Flash led into a new Black Lightning at a flat 0.5. | |
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| • CHRIS BOOTHE was named global brand president of Spark Foundry, while continuing to serve in his role as U.S. chief executive officer of the agency. In his new role, he will oversee 60 global offices in 35 countries. Booth was named CEO of Spark Foundry in 2017. Prior to that he was CEO of Spark/MediaVest, CEO of Spark Communications and, prior to that, was president and chief operating officer of Starcom Worldwide. He is a 30 veteran of Publicis Groupe agencies, first working at Leo Burnett.
• DON SHELFORD has left his position as group creative director at Droga5 New York, after more than two years on the job. Adweek's Agency Spy reports that he moved back to the West Coast to focus more on family and is now freelancing with Wieden+Kennedy Portland, where he spent four years as creative director before moving to Droga5.
• SCOT CHASTAIN is out as head of affiliate marketing at NBC Universal following an internal investigation, Variety first reported. NBCU confirmed the move but declined further comment. Chastain joined NBC in 1995 and had overseen affiliate marketing since 1999. • KEVIN CRAIG was named director of newspaper relations at AMG/Parade. He succeeds Dave Barber, who is retiring. Craig was elevated from senior VP, newspaper relations.
• SARA BAMOSSY was promoted to president of Project Worldwide agency Pitch. She was previously the agency's chief strategy officer, a post she held since joining in 2014, and will continue to handle those duties also. Prior to Pitch, Bamossy spent 10 years with Saatchi & Saatchi, working at assorted offices in the U.S. and abroad.
• JERRY INMAN was named chief marketing officer at content management software company Mediamorph. He previously held the same position at Demand Worldwide.
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