| | Media Buyer & Planner Today | | | | | | | | | #1 PHD Wins Global HSBC Account | | Omnicom agency PHD has won the $400 million global media buying account of banking giant HSBC, dealing another blow to rival agency holding company WPP and incumbent agency on the account Mindshare, The Wall Street Journal first reported. Mindshare had handled the account for over a decade. WPP's JWT still handles some HSBC creative work. The switch comes under Leanne Cutts, who joined HSBC as chief marketing officer last year from Mondelez. | | WHY THIS MATTERS: The $400 million spending account is worth about $20 million a year in revenue for Mindshare, according to The Journal. The loss comes the same week it was announced that American Express has put its global media account, currently handled by Mindshare, up for review. And Ford has also put up its media account for review, which is also handled by WPP. The holding company has also lost a couple of other large accounts in recent years, including AT&T and Volkswagen. | | Three Takes: WSJ | Adweek | Ad Age | | | | #2 Fox Selling Ads on Snapchat | | The media company is expanding its role as a seller of ads on outside digital platforms with a new deal with Snapchat under which it will handle ad sales for Vertical Networks on Snapchat. According to an Ad Age report, Fox's first deal is with Boost Mobile, which will sponsor Vertical Network's dating show Phone Swap. The brand will be mentioned during the show, which premieres for the third season on Tuesday, and will run six-second commercial breaks. It is the first product placement and brand integration that Vertical Networks has done on Snapchat. Vertical Networks runs on a number of Snapchat properties. Fox will be able to sell ads for all of that content. Vertical Networks was founded by Elisabeth Murdoch, daughter of News Corp. CEO and founder Rupert Murdoch. | | WHY THIS MATTERS: Fox already sells ads in content across other outside digital platforms including Facebook and YouTube and Meredith Brace, Fox Networks Digital senior VP, says this is simply an extension of what the company is already doing. But as Ad Age points out, the Boost deal could be a model for how Fox could pitch brands on ad space across its TV networks, in addition to Snapchat. Boost is also planning to run 30-second commercials on the TV version of Phone Swap this summer. Fox is also planning to create its own shows for Snapchat and will sell ads for those. | | A Take: Ad Age | | | | #3 Empower Named Jack Link's Media Agency | | The pork and beef jerky company has moved its media account from Carmichael Lynch, which handled media buying and planning for Jack Link's for 13 years, to independent agency Empower, Adweek reports. Jack Link's also replaced Carmichael Lynch on the creative side with GSD&M in February. Like with the earlier creative review, Carmichael Lynch did not participate in the media agency review. In sort of a poke at Carmichael Lynch, Tim Goldsmid, VP of marketing at Jack Link's, said, "Ultimately, the goal is to routinize the purchase of meat snacks, and that vision requires a media partner that truly understands channel planning with the path to purchase. We think Empower will be that partner for us." | | WHY THIS MATTERS: Longevity of holding an account no longer matters to marketers today. It is all about future direction. Jack Link's spent about $11 million on measured media in the U.S. in 2017, according to Kantar Media. Among Empower's other clients are Wendy's, Bush's, Land O'Frost, Famous Footwear, Gorilla Glue and Ashley HomeStore. | | A Take: Adweek | |
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| | 2.8 | | Percentage of all video ads that use the six-second format, according to data from Extreme Reach's first quarter 2018 Video Benchmark Report. The percentage is up from only 0.4% during the first quarter of 2017. The report also found that ad fraud is continuing to decline, down 32.7% compared to the same quarter last year. | – Reported by MediaPost
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| | ABC Wins With Potent 'Idol' Finale | by Michael Malone
ABC rode the American Idol finale to the primetime win Monday, posting a 1.5 in viewers 18-49, per the Nielsen overnights, and a 6 share. In second was NBC at 1.2/5.
ABC had the Dancing with the Stars: Athletes finale up 10% at 1.1 as Adam Rippon took top prize, then the Idol closer at 1.6, up 23% from what it did the night before.
The Idol finale on Fox in 2016, which at the time appeared to be the series finale, did a 3.0. The previous season finale did a 1.6.
NBC won the Monday race a week before. This time, The Voice was good for a 1.5 from 8 to 10 p.m. Running Wild With Bear Grylls scored a 0.7. Both shows were down a tenth of a point from last week.
Next was CBS at 0.8/3. A Big Bang Theory repeat led into the Man With a Plan finale up 11% to 1.0, then repeats of Big Bang and Mom. Drama Elementary fell 17% to a 0.5.
Fox scored a 0.6/3. The 2018 Miss USA pageant took up Fox's prime. Last year's Miss USA scored a 0.8 and 2016's a 1.2.
The CW was good for a 0.4/2, with Supergirl at 0.5 and iZombie at 0.3, both shows flat.
Telemundo and Univision both did a 0.4/2 as well. | |
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| • GIUSEPPINA BUONFANTINO was promoted to chief marketing officer at Kimberly-Clark. She succeeds Scott Usitalo, who will remain with the company until Aug. 1 before departing after a two-year stint. Buonfantino was previously president of K-C's baby and child-care business in North America. Prior to that she spent 18 years at Johnson & Johnson in assorted executive roles.
• ROB HOFFERMAN was named to head an expanding Denver office for independent agency HLK of St. Louis, according to an Adweek Agency Spy report. He was previously a group account director at Crispin Porter + Bogusky and is also co-founder to Grenadier. He was also a senior VP at Grey New York.
• VERNON SANDERS was appointed co-head of television at Amazon Studios. He most recently had a production deal with Universal Television, but earlier worked at NBCUniversal with current head of Amazon Studios Jennifer Salke. At NBC, Sanders served in assorted roles at executive VP of current programming, executive VP of comedy programming and senior VP of drama. • MARK JUNGWIRTH was named to the newly created position of chief technology officer at FCB Chicago. He will continue in his previous role as chief financial officer of the agency. He has been with FCB since 2010 and prior to that was CFO for McCann officers in Detroit and Salt Lake City.
• DARRYL HEGGANS has joined NBC Sports Washington as VP, sales, where he will oversee the regional sports network's national and local sales across platforms. He was previously part of ESPN's multicultural multimedia sales team. Before that he held sales management roles at TV One and Gospel Music Channel.
• MARVIN ELLISON was appointed CEO of Lowe's, succeeding Robert Niblock, who is retiring. Ellison joins the home improvement chain from J.C. Penney, where he also served as CEO. Prior to J.C. Penney, Ellison spent 12 years at Home Depot.
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