| | Media Buyer & Planner Today | | | | | | | | | #1 Campbell Picks Publicis to Handle Global Media | | The soup company has selected Publicis Groupe to handle creative and media work for many of its most well-known brands, following a competitive review, Ad Age first reported. The agency holding company will handle Campbell's U.S. retail creative, along with that in Canada and Asia-Pacific. It will also handle Campbell's digital, tech and consumer promotion business. And Publicis will also do media planning and buying for Campbell globally. BBDO, which has handled creative for Campbell dating back to 1954, is out. Campbell's incumbent media agency, WPP and GroupM's MEC (now Wavemaker), which handled U.S. planning and buying since 1999, and global planning and buying since 2006, is also out. Among the brands Publicis will handle in the U.S. are Chunky soup, V8 beverages, Pace salsa, Prego sauces, Swanson broth and Spaghetti-O's. It will also do media planning and buying for Pepperidge Farm but not creative. Y&R was handling Pepperidge Farm creative in December. | | WHY THIS MATTERS: This is a major win for Publicis, which also won the Mercedes-Benz global creative account last month. Campbell spends more than $300 million on advertising in the U.S. alone. In upending its long-term agency relationships with Omnicom's BBDO and WPP's MEC, and moving to one holding company to create an integrated agency model, Campbell is looking to find ways to remain competitive and survive in today's ever-changing foods industry. The company wants to be more innovative in both the products they sell and the way they market them. Expect more major companies to sever long-time agency relationships going forward. | | Two Takes: Ad Age | MediaPost | | | | #2 Why Publishers Are Leaving Facebook for YouTube | | A growing number of publishers and also star athletes are abandoning Facebook as a content platform and moving to Google-owned video platform YouTube to reach their core audiences, Digiday reports. Not only can they target younger audiences, but they can also do better with sharing ad revenue. YouTube offers publishers the opportunity to direct-sell into their videos and publishers like that people are going to YouTube specifically to watch videos. Mike Rothman, CEO of Fatherly which returned to YouTube in February after an eight-month absence, says, "the gross tonnage of views on Facebook was hitting a certain peak, and also, as a platform, Facebook didn't have the same degree of intentional viewership that a platform like YouTube did. Producing serialized shows for YouTube also gives publishers a way to try out programs that TV networks or streaming services may want to develop into long-form programming. Both Comedy Central's Broad City and HBO's Insecure originated as YouTube channels. | | WHY THIS MATTERS: Facebook is still the king with its massive audience, but little by little other large platforms are finding ways to draw away content providers. One caveat Digiday points out is that publishers shouldn't expect utopia by moving into YouTube. They still have to be wary of overinvesting in it, and also with expecting money to come in overnight. | | A Take: Digiday | | | | #3 Brands Missing LGBTQ Opportunities | | June is officially gay pride month and that's when a lot of brands do ads or campaigns specifically targeting LGBTQ consumers. But Zach Stafford, editor of INTO, Grindr's web magazine, tells MediaPost that, "the LGBTQ market is paying attention to what brands do the other 11 months of the year, too. New research from his magazine provided by Brand Innovators finds that brands are missing out if they are ignoring this audience on a year around basis." Research finds 35% of LGBTQ consumers say they are more likely to buy from those with ads that include LGBTQ themes and people. And 70% of respondents say a brand's reputation has directly influenced a purchase they have made. Only 16% feel positive when they see LGBTQ campaigns only during Pride month, while 40% appreciate brands that make a continual effort. Some 38% of brands skip the LGBTQ market entirely in their media efforts. | | WHY THIS MATTERS: Samsung recently got lots of social media buzz for its ad showing how gay U.S. Olympic skier Gus Kenworthy kept in touch with his far-away boyfriend during the Winter Games. And the ad ran in March, not in Gay Pride month June. And smart brands are not excluding this growing segment of the consumer marketplace. Among the brands the LGBTQ community believe to be friendliest to them include Absolut, Apple, Calvin Klein, Google, H&M, Ikea, Levi's, Nike, Starbuck's, Target, along with Amazon, Gap, Disney, in addition to Samsung. | | A Take: MediaPost | |
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| | 19.3 | | Percentage of marketing professionals worldwide who say that A/B tests produce statistically significant results 80% of the time, according to a survey by UserTesting. A/B testing compares two versions of a web page to see which performs better and the results can be used to help place ads better. Only 1.9% of respondents said A/B tests provide statistically significant results 100% of the time. A similar 1.9% said they never do. | – Reported by eMarketer
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| | NBC Wins With 'This Is Us' Season Finale | by Michael Malone
NBC was top of the pops in Tuesday ratings, riding the This Is Us season finale, which involved a wedding for Kate, to a 2.1 score in viewers 18-49, per the Nielsen overnights, and an 8 share.
CBS was runner-up at 1.2/5.
The Voice ticked up 5% to 2.2 on NBC while This Is Us grew 23% to 2.7. The premiere of Rise, about a high school drama club, did a 1.3.
For CBS, NCIS rated a flat 1.4 and Bull went up 9% to 1.2, then NCIS: New Orleans grew 11% to 1.0.
ABC rated a 0.9/4. The Middle was down a tenth of a point at 1.1 and Fresh Off the Boat a flat 0.9, then a pair of Black-ish episodes did a 0.9 and a 0.8; the last fresh Black-ish rated a 1.0. The premiere of drama For the People scored a 0.8.
The CW was at 0.6/2, with The Flash at 0.7 and Black Lightning at 0.5, both dramas level with last week.
Fox did a 0.5/2. After a Lethal Weapon repeat, LA to Vegas rated a 0.7 and The Mick a 0.6, both comedies flat.
Univision rated a 0.5/2 and Telemundo a 0.4/2. | |
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| • ERICA SCHMIDT was promoted to global chief executive officer at IPG Mediabrands' ad tech unit Cadreon, which specializes in developing programmatic tech solutions for IPG media agencies including UM, Initiative and Reprise. She was previously executive VP and managing director of Cadreon North America. She succeeds ARUN KUMAR who was named global chief data and marketing technology officer for IPG Mediabrands, to whom she will report. Prior to joining Cadreon three years ago, Schmidt was VP, Europe, Middle East and Asia for Aegis trading desk Amnet. She also served as VP of the Digital Action Group at Aegis Media. And she spent 9 years in executive roles at iProspect.
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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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