 | | Media Buyer & Planner Today | | | | | | | | | #1 Ford Puts Global Creative in Review | | The U.S. automaker has put its global creative account, currently handled by dedicated WPP unit Global Team Blue, under review. WPP will defend in what is expected to be a competitive review that will include several major holding companies. Ford's China creative, its U.S. dealer business and Ford's luxury brand Lincoln, are excluded from the review, according to an Ad Age report. WPP's Hudson Rogue currently handles Lincoln creative. Ford has worked with WPP agencies since 1943. WPP created Team Detroit in 2006 to handle creative and it was rebranded Global Team Blue last year. | | WHY THIS MATTERS: Ford is a massive global ad spender, allocating more than $2 billion annual to advertising, including some $1 billion on marketing in the U.S. alone. And the call for review comes at a time when WPP is dealing with the departure of its longtime CEO Martin Sorrell. The review comes following an overhaul of Ford's internal marketing, which in March saw Joy Falotico, former Ford Credit CEO, take over as chief marketing officer. Ford is the second major global automaker to announce a creative review. Volkswagen also announced a review early last week. | | Three Takes: Ad Age | Adweek | MediaPost | | | | #2 Influencer Campaigns Have Lots of Fake Followers | | A new report from analytics firm Points North Group lists the biggest brand spenders on influence marketing on Instagram, the most efficient spenders and also those with the most fake followers for the month of March. Largest spenders on influencer campaigns include Flat Tummy Co., Amazon, Mercedes-Benz, Land O'Lakes, Stella Artois and Walmart. The most efficient spenders on influencer campaigns include Heinz Ketchup, Ulta Beauty, Hidden Valley, Suspicious Antwerp, Marc Jacobs Beauty, Chloe and Vicks. And brands whose Instagram posts had the highest fake followings include Ritz-Carlton, Aquapho, L'Occitane, Pampers, DSW, Crocs, Neiman Marcus, Magnum Ice Cream and Olay. A whopping 78% of Ritz Carlton influencer ad followers were deemed to be fake. And two of those brands – Pampers and Olay – are from Procter & Gamble. | | WHY THIS MATTERS: Points North points out that as influencer marketing continues to grow, measurement of the effectiveness lags behind because the most often used measurement is raw followers, and many of those can be fraudulent or not real. Peter Storck, Points North co-founder, says marketers need to find better ways to measure the effectiveness of influencer marketing because they are not getting true measurement from the partners they are working with. | | A Take: Ad Age | | | | #3 Facebook Overshadows YouTube Content Problems | | YouTube late last week was put into the spotlight again for allowing brand ads to run next to questionable content, however, a Digiday report says, for the most part, YouTube has been given a pass while marketers turn up the heat on Facebook. "The conversation has been so focused on Facebook and is an important conversation, but it'd be a mistake if we saw Facebook as one bad actor," says Josh Golin, executive director of the Campaign for a Commercial-Free Childhood. "We think there are enormous issues with YouTube and privacy and Google more broadly." Golin says Cambridge Analytica and Russians and the election make the Facebook situation of data and brand privacy "more sexy." While YouTube has basically remained in the shadows. And Golin adds that what has helped YouTube is that parent Google has a better reputation with news organizations, nurtured by years of grant-making and technical assistance. | | WHY THIS MATTERS: As Digiday reports, this situation may change now that the Congressional hearings involving Facebook are over and Congress is expected to turn its sights to both Google and Twitter. And this could help renew attention on YouTube as a result. | | A Take: Digiday | |
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| | 41 | | Percentage of Gen Z internet users, ages 18-24, who would consider quitting social media because it takes up too much of their time, according to a survey by Hill Holliday. Some 35% would also consider quitting because there is too much negativity on social media, while 26% say they are not very much interested in social media content. Some 18% say social media has gotten too commercialized, while 17% say it has made them feel bad about themselves. | – Reported by eMarketer
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| | ABC Wins With Potent 'Idol' | by Michael Malone
ABC won the Sunday ratings battle, posting a 1.2 in viewers 18-49, per the Nielsen overnights, and a 5 share. Next were CBS and Fox at 0.7/3.
ABC had America's Funniest Home Videos down 17% to 1.0, then American Idol up 15% to 1.5. Deception closed out prime down 14% at 0.6.
On CBS, 60 Minutes fell 36% to 0.7 and Instinct slipped 33% to 0.6 from its last airing two weeks before. NCIS: Los Angeles dropped 11% to 0.8 and Madam Secretary was a flat 0.6.
On Fox, it was Bob's Burgers at a flat 0.8 and The Simpsons down 10% to 0.9. Brooklyn Nine-Nine did a 0.8 and Family Guy a 0.9, then The Last Man on Earth a 0.6, all three shows flat with last week.
NBC was at 0.6/2. Dateline scored a flat 0.6 and Little Big Shots was up 14% to 0.8. Genius Junior was down 14% to 0.6 and Timeless was a level 0.5.
Univision rated a 0.4/2 and Telemundo a 0.3/1. | |
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| • BRYAN WIENER was name chief operating officer of media-measurement company comScore. He is moving from Dentsu-owned digital agency 360i, where he has been serving as executive chairman. Financially-troubled comScore has been without a CEO since November when co-founder Gian Fulgoni retired. Wiener has been a member of the comScore board since last year.
• JOHN FARIS was promoted to president of data-driven marketing agency Red Door Interactive. He was elevated from VP of cross-channel marketing. He will continue in his cross-channel marketing role and will also assume responsibility for strategic planning, marketing technology and creative. DENNIS GONZALES was promoted to chief operating officer. He was previously VP of operations. While ERIKA WERNER was promoted to chief marketing officer. She was formerly VP of client services.
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