| | Media Buyer & Planner Today | | | | | | | | | #1 Sketchers Sues Adidas Alleging False Advertising | | The sneaker wars heated up Thursday when Sketchers filed a lawsuit in a federal court in California, alleging that rival Adidas used a "deliberate, deceptive and illegal campaign" to elevate its image and resulted in damaging the Sketchers brand. The lawsuit was based on information that has emerged from the FBI's investigation into college basketball corruption. Sketchers alleges that college basketball programs "made improper payments of between $40,000 and $150,000 to athletes so they would attend colleges with Adidas-sponsored basketball programs. The lawsuit also accuses Adidas of committing college players to endorsement deals before entering the NBA. That would be a violation of NCAA rules. Adidas told Adweek the lawsuit is "frivolous and nonsensical" and should be dismissed. | | WHY THIS MATTERS: The sneaker marketplace is highly competitive and brands spend millions to motivate consumers and college athletes to buy their products. Both Sketchers and Adidas have struggled to keep up with industry leader Nike in the $1 billion performance basketball market, ESPN reports. While Nike owns about 73.5% of the performance basketball market, according to NPD Group, Under Armour is next at 12.1%, followed by Jordan Brand at 7.8% and Adidas at 4.8% share. Sketchers share of market is much small than that. And now Sketchers is claiming it has lost brand value and had to increase its ad and marketing costs to compete with Adidas. | | A Take: Adweek | Washington Post | ESPN | | | | #2 Agencies Launch GDPR Consultancies | | With the General Data Protection Regulation set to become operational in a couple of weeks, ad agencies are launching special GDPR consultancies to help global clients comply with the new consumer privacy rules, Digiday reports. Among the agencies is Dentsu Aegis-owned Isobar, whose global clients include Coke, Adidas, Enterprise, Proctor & Gamble, Philips and Hauwei. Digiday also spoke with two other "large" digital agencies also planning GDPR consultancies for clients who did not want to be identified. Other agencies are advising clients without announcing specialized services. IPG has trained some 200 "GDPR Champions" at its agencies across Europe, where the regulations will go into effect, to give clients guidance in complying. Marcus Thomas is a full-service marketing agency also advising clients on GDPR compliance. | | WHY THIS MATTERS: The GDPR rules are complex and agency clients, for the most part, have not been aggressive at planning compliance until recently. Jean Lin, global CEO of Isobar says, "Every agency should be doing this." Brian Wieser, senior analyst at Pivotal Research, agrees, stating, "many marketers that haven't talked about this before . . . are now being forced into the conversation." He says most marketers have "only recently come to terms that they have a problem they have to deal with in a few weeks," adding, "agencies are well-positioned to advise their clients on data strategy at a higher level." | | A Take: Digiday | | | | #3 Social Media Scoring Service Klout Shutting | | The tech company that was created to measure people's social media star power is shutting down after losing influence itself, Ad Age reports. Klout, the company that 10 years ago invented the "Klout Score," which professed to measure a person's online influence based on their social media habits, will close on May 25. Klout is actually being shut down by its new owner Lithium Technologies which felt the company no longer makes sense as a standalone service in the face of data gathering restrictions under the upcoming GDPR. | | WHY THIS MATTERS: Klout at one time was so popular among social influencers that Britney Spears went to the company's headquarters to demand an explanation as to why her Klout Score was lower than Lady Gaga's. But more and more brands are using more and more data points to rate the influence influencers have on their brands. And the implementation of the GDPR going to make social media users' data harder to gather on Facebook, Twitter and other social media platforms. | | A Take: Ad Age | |
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| | 42 | | Percentage of U.S. internet users and consumers who say the industries and companies within those industries they trust most are banking and hospitals, according to a survey from PricewaterhouseCoopers (PWC). Next in the area of trust are healthcare providers with 39% consumer support, followed by insurance companies with 26%. Some 23% of consumers trust the government. Among industries at the opposite end of the spectrum are telecom companies with 9% of consumer trust, social media companies with 6% and advertising and marketing companies with just 3% consumer trust. | – Reported by eMarketer
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| | CBS Wins With Hefty Comedy Finales | by Michael Malone
CBS won Thursday prime, as The Big Bang Theory led the network to a 1.6 rating in viewers 18-49, and a 7 share. That topped the 1.1/5 that ABC rated.
The season finale of Big Bang Theory went up 17% to 2.8 and the Young Sheldon finale grew 11% to 2.1, then Mom rated a 1.5 and a second Mom a 1.3. Last week's Mom did a 1.4. SWAT climbed 13% for a 0.9.
On ABC, Grey's Anatomy escalated 13% to 1.8 and Station 19 shed 10% for a 0.9. Quantico was good for a flat 0.5.
NBC came in third at 0.8/4. A Law & Order: SVU repeat led into the two-hour Chicago Fire finale at a level 1.0.
Fox did a 0.6/3, with Gotham at 0.7 and Showtime at the Apollo a 0.6, both shows up a tenth of a point.
The CW scored a 0.5/2, with Supernatural growing 50% to 0.6 and Arrow at a flat 0.4.
Telemundo did a 0.5/2, and Univision a 0.4/2. | |
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| • DANNY ROBINSON was promoted to the newly created position of chief client officer at IPG's The Martin Agency. He was previously a group creative director and has been with the agency since 2004. Prior to that, he was co-founder of creative agency Vigilante, where he served as its chief creative officer.
• BRANDON RHOTEN has been let go as chief marketing officer at Papa John's after just one year on the job, according to an initial report by QSR Magazine. Papa John's CEO STEVE RITCHIE will oversee the company's marketing until a successor to Rhoten is hired. Ritchie says, "As we continue our journey to revitalize the Papa John's brand, we are making a change in the chief marketing officer role. We will be initiating a search for a new leader that can execute marketing strategy with urgency and agility while making meaningful connections with consumers to improve results." Rhoten spent six years at Wendy's prior to Papa John's, where he was VP, marketing.
• MARISA MILISIC and SARAH ROMANOFF have joined Giant Spoon Los Angeles on the creative side. Milisic was named senior art director and Romanoff was appointed senior copywriter. They were previous at 180LA, where they held similar roles. • COLBY SMITH was promoted to senior VP, content and partnerships at ABC News. He was previously VP of ABC News Digital.
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