| | Media Buyer & Planner Today | | | | | | | | | #1 P&G Consolidates Hair Care With Carat | | After a review that involved Omnicom's Hearts & Sciences (incumbent on most of the business), Procter & Gamble has consolidated majority media duties for North American hair care business with Dentsu Aegis Network's Carat. Measured media spending on P&G hair care brands last year—including Pantene, Head & Shoulders, Herbal Essences and Aussie—was $261 million of company's overall $2.7 billion outlay, or almost 10%, according to Kantar Media. Carat picks up duties for around $245 million of that spending, adding to the $16 million it already handled with Aussie. | | WHY THIS MATTERS: Omnicom had created H&S in 2016 in part to service P&G. And while Carat previously reportedly held around 15% of P&G's business, the number will now be closer to one-quarter of the account. Score one big point for Carat. | | A Take: Ad Age | | | | #2 CBS Upfront: Ads, Data and Control | | CEO Leslie Moonves was well greeted at the Upfront by media buyers—a far cry from any in-house corporate welcome, given his heated disagreement with Shari Redstone, who wishes to recombine CBS with Viacom Inc.—a battle that is now in court. Meanwhile, CBS introduced "DNA" (Data and Audience), it's new tool offering more specific TV-related data for marketers. | | WHY THIS MATTERS: Bucking trends, CBS won't be cutting back on ad inventory this season, and suggests its new tool will "allow us to use data to...activate your campaigns, and provide the analytics and attribution you seek," said Jo Ann Ross, president/chief advertising revenue officer. Now let's wait and see what happens in the corporate control department. | | Four Takes: B&C | Adweek | MediaPost | WSJ | | | | #3 Facebook Driving Leads for Auto Dealers | | The social network's latest move lets auto dealers combine their vehicle catalogs with lead-generation forms to be filled out by potential car buyers. After forms are filled out, leads can be sent directly to customer-relationship-management systems, allowing local sales reps to follow up more efficiently. | | WHY THIS MATTERS: It's all about bringing customers closer to a sale through more relevant local ad content, leading to more personalized shopping journeys. | | A Take: Adweek | |
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| | 4.8% | | Revised estimate for U.S. advertising growth this year by Pivotal Research Group analyst Brian Wieser, up from 3.0%. | – Reported by MediaPost
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| | Fox Prevails With Consistent 'Empire' | by Michael Malone
Fox won the Wednesday ratings race, with Empire leading the network to a 1.4 in viewers 18-49, per Nielsen's overnights, and a 6 share. That beat the 1.1/5 that CBS put up.
Empire did a flat 1.6 and Star went up 8% to 1.3.
CBS had Survivor down 7% at 1.4 and the SEAL Team finale at a flat 0.9. Code Black grew 14% to 0.8.
ABC averaged a 0.9/4, with The Goldbergs at a flat 1.2 and Alex, Inc. up 14% for a 0.8, then Modern Family at a level 1.3. American Housewife did a flat 1.1, before Designated Survivor increased 20% to 0.6. All the ABC shows were season finales, and Designated Survivor won't be back on the network.
NBC was at 0.8/3. The Blacklist finale scored a level 0.7 and Law & Order: SVU fell 9% to 1.0. Inside the Royal Wedding: Harry and Meghan did a 0.6.
Telemundo rated a 0.5/2 and Telemundo a 0.4/2.
The CW scored a 0.4/2. The Riverdale finale rated a 0.4 and The Originals did a 0.3, both shows flat. | |
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| • BILL HUGHES has been named creative operations director for Accenture's Meredith Xcelerated Marketing (MXM). Hughes, a former Publicis Groupe exec, was previously VP, creative talent at SapientRazorfish.
• PATRICK McCREERY will become Local Media Group president of Meredith on July 1. McCreery will replace Paul Karpowicz, who retires as president of the group at the end of June. McCreery is currently Local Media Group executive VP, and oversees all station operations within the group.
• CAROLYN JOHNSON was promoted to head of integrated production at M:united//McCann. Johnson will lead integrated production across all media platforms and be responsible for growing the agency's production capabilities. Sources say she will replace Aaron Kovan, who is heading to VaynerMedia, but the agency did not confirm. Johnson was previously head of integrated production at Ogilvy & Mather Los Angeles. • MORGAN THORYK has joined boutique shop Good Ear Music Supervision (GEMS) as music supervisor and partner. She was previously at TBWA/MAL where she served as senior music supervisor for a variety of global campaigns. Prior to that Thoryk was a music supervisor with mcgarrybowen Chicago.
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