| | Media Buyer & Planner Today | | | | | | | | | #1 Hearts & Science Wins Boston Beer Account | | The Omnicom agency has won the $50 million media account of Boston Beer Co., whose brands include Samuel Adams, Angry Orchard and Twisted Tea, Adweek first reported. Publicis Groupe's Zenith was the incumbent media agency. The review was launched last fall, and according to sources cited by Adweek, the selection was made several weeks ago, but has not be officially announced. Boston agency MMB is the Boston Beer creative agency and was not part of the review. | | WHY THIS MATTERS: This is another good win for Hearts & Sciences, which won the $350 million media account of pharmaceutical giant Amgen in March. However, P&G recently put up its haircare division media account for review, which has been handled by Hearts & Sciences since late 2015. | | A Take: Adweek | | | | #2 Budweiser to Broaden Music Festival Sponsorships | | The beer giant has announced it will no longer sponsor the annual Made in America music festival that it spent millions of dollars staging and promoting over the past seven years, deciding to diversify to other music priorities, Ad Age reports. The move is a big deal because Budweiser parent Anheuser-Busch InBev spent about $1.54 billion in North America sponsoring music festivals and tours, so it is a major player. Budweiser VP Ricardo Marques told Ad Age that the brand wants to try to reach a more diverse audience and that includes investing more money into country music. Budweiser will also continue to sponsor a music concert during the NBA All-Star weekend and a concert at the South by Southwest conference, along with its traveling Budweiser Country Club bars that participate in assorted musical festivals. | | WHY THIS MATTERS: Budweiser invested as much as $10 million annually to sponsor the Made in America festival and now some of the money will be moved into country music festivals. Why? According to Bud research, country music fans spend more on beer at concerts and festivals than fans at any other music festival genres. | | A Take: Ad Age | | | | #3 DTC Brands Sour on Facebook | | Direct-to-consumer brands at one point were major spenders on Facebook as they attempted to grow the customer base. As Digiday reports, four years ago, bedding company Brooklinen was spending up to 75% of its ad budget on Facebook. But as Facebook ads became more expensive, Brooklinen and other DTC companies like Thinx, Roman and Quip have all begun diversifying their ad spending to new platforms like out-of-home, radio and print. "We're trying to move away from Facebook as fast as we can," says Brooklinen founder Rich Fulop, who says CPMs on Facebook have doubled from last year. Digiday spoke with 10 DTC companies who all feel the same and are de-emphasizing Facebook. In addition to rising prices, Fabian Seelbach, SVP of marketing at DTC company Curology says, "The effectiveness of Facebook has gone down and got particularly bad in late April and early May." | | WHY THIS MATTERS: Facebook has so many large advertisers that losing some of these smaller spending DTC marketers may not matter to it. And in some instances, the DTC Facebook defectors are shifting ad dollars to Instagram, which is also owned by Facebook. So while Facebook may no longer be the premiere channel for DTC companies, it is still indirectly keeping some of their defecting ad dollars. | | A Take: Digiday | |
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| | 95.7 | | Percentage of U.S. adults age 18-24 who use a smartphone at least once per month, according to a eMarketer data. That is the highest demographic usage group. Next are adults 25-34, with 94.5% using a smartphone once a month. Usage among other groups continues to decline by age. Adults 35-44 (90%), adults 45-54 (85.7%), adults 55-64 (76.4%) and adults 65-plus (47.2%). | – Reported by eMarketer
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| | ABC Wins With NBA Finals Game 3 | by Michael Malone
ABC won big in Wednesday ratings, the NBA Finals leading to a 4.3 prime score in viewers 18-49, per the Nielsen overnights, and an 18 share. Fox and NBC tied for second at 0.9/4.
Jimmy Kimmel Live: Game Night did a 2.6, as did NBA Countdown. The game, the Warriors defeating the Cavaliers to go up three games to nil, rated a 5.2, same as Game 2's rating. Last year's Game 3 did a 5.9.
On Fox, MasterChef dropped 10% to 0.9 from 8 to 10 p.m.
NBC had American Ninja Warrior at 1.1 from 8-10 p.m., then Reverie at 0.5. Both were down a tenth of a point from last week's premieres.
CBS was at 0.5/2. Repeats led into Code Black, which slid 14% to 0.6.
Univision rated a 0.5/2 and Telemundo a 0.4/2.
The CW scored a 0.2/1, with a repeat of Supergirl leading into The Originals, off 33% at 0.2. | |
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| • TARA DeVEAUX has joined entertainment marketing agency Wild Card and its sister creative agency 3AM as chief marketing officer. She was most recently CMO at BBDO New York and prior to that was executive VP. She also served as an account director at Spike DDB.
• SUSANNAH LARACY was named to the newly created position of chief strategy officer at Los Angeles independent agency Dailey. She was previously strategic planning director at Pitch, and has also held positions at TBWA/Chiat/Day, McCann Erickson, DDB NY and Team One.
• RUSSELL RAMSEY was appointed interim executive creative director at Crispin Porter + Bogusky London, replacing departing chief creative director Dan Watts, according to an Adweek Agency Spy report. Ramsey was most recently ECD at JWT London before departing early last year. • SEBASTIAN RENNIE was named chief investment officer at GroupM Canada. He was most recently chief investment officer of GroupM Australia. He also held executive roles at GroupM media agencies MediaCom and MEC in Australia.
• JULIE SCELZO was appointed to the newly created position of global executive creative director for the American Express account at Dentsu Aegis Network's mcgarrybowen. She was most recently executive creative director at Pandora. Prior to that she held creative roles at Facebook and Instagram.
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