Media Buyer & Planner Today - OMD Gets Beiersdorf; Papa Goes to the Mattresses

Media Buyer & Planner Today   June 1, 2018     Top Stories       #1 OMD Wins Beiersdorf Account Omnicom's OMD has been awarded the U.S. media planning and buying account of German skincare brand Beiersdorf after a competitive review, Adweek first reported. The company sells such brands as Nivea, Aquaphor and Eucerin. Omnicom won the account back from Dentsu Aegis media agency Carat, which won the account in 2010. WPP's GroupM also participated in the current review. WHY THIS MATTERS: This is the first major account win for OMD under its new chief marketing officer Laurel Rossi, who joined the agency earlier this year after holding similar roles at Havas Life and independent agency Rauxa. Beiersdorf spent about $53 million on paid media in the U.S. last year, according to Kantar Media. But another source told Adweek the total is closer to $100 million annually. Two Takes: Adweek | MediaPost   #2 Raymour & Flanigan in Bed with Papa John's The furniture and mattress retailer has hooked up in a promotional effort with Papa John's under which it is offering its mattress customers a year of free pizza – one large cheese pizza per month – for every mattress they buy, Ad Age reports. The promotion is being publicized with a 30-second commercial created internally and produced by Mountain View Group. It also includes social media posts which are being handled in-house. The goal is to distinguish itself from the new wave of mattress sellers like Casper, Leesa and Tuft & Needle which are delivered in boxes. "Mattresses shouldn't come in a box, pizza comes in a box," says a man in the commercial sitting on a couch, eating Papa John's pizza out of the box as Raymour & Flannigan delivery guys haul in a new mattress (without a box). And the couple then ends up finishing the pizza on the new mattress. The promotion began May 30 and is Pizza Hut's first partnership with a mattress retailer. The promotion runs till June 13 and is for mattress purchases of $500 or more. WHY THIS MATTERS: It's an unusual partnership and will be interesting to see how many new mattress customers it motivates. Raymour & Flanigan sells several different brands including Beutyrest, King Koil, Sealy, Serta and Tempur-Pedic, so consumers have a lot of choices. Raymour & Flanigan's promotion is an attempt to stop consumers from moving to the boxed mattress companies that have been siphoning off business from traditional mattress sellers. A Take: Ad Age   #3 BMW's Mini USA Launches Regional Review The auto brand has started a regional media review to be handled by Burnett Collective that will focus on retail marketing for its 127 dealerships in the U.S., Adweek first reported. The review will not affect IPG Mediabrands' UM, which handles national media planning and buying. UM has handled BMW's media in the U.S. since 2009 and added Mini USA in 2016. WHY THIS MATTERS: BMW wants to consolidate its Mini USA regional media agencies. It has four U.S. regions and each one has an individual agency. Mini USA spent about $24 million on advertising in 2017, according to Kantar Media. A Take: Adweek     #4 Digital Six-Second Ads Called Most Effective (Adweek) #5 Nielsen Delays Replacing Local Diaries (B&C) #6 Teens Quit Facebook for YouTube, Snapchat (Ad Age) #7 Pinterest Video Ads Bigger, But Not Full Screen (Digiday) #8 Facebook Nears Deals for News Shows (WSJ) #9 Marketers Shifting GDPR Liability to Agencies (Digiday) #10 Nielsen Angers L.A. Hispanic Broadcasters (MediaPost)   Stat Of The Day     47 Percentage of Facebook users who are sharing less content with their social media friends and followers because of privacy concerns, according to a survey by Thomson Reuters. Some 31% also say that they are sharing less because they felt they were spending too much time on Facebook. Negative news stories were cited by 20% of users, while others cited negative news bias leaning either liberal or conservative. – Reported by eMarketer   Ratings     ABC Thrives on NBA Finals by Michael Malone ABC crushed all comers Thursday with the NBA finals, riding Game 1 of Warriors-Cavaliers to a landslide 4.3 in viewers 18-49 across prime, per the Nielsen overnights, and an 18 share. In second was NBC at 0.9/4. The Warriors won the game in overtime. The Jimmy Kimmel pre-game rated a 2.5 and NBA Countdown did a 3.0. The game itself rated a 5.1. Last year's Game 1, also featuring Golden State and Cleveland, scored a 5.9. NBC had repeats of America's Got Talent and World of Dance. CBS weighed in at 0.8/3 with repeated comedies, then a SWAT rerun at 10. Fox was at 0.5/2, with repeats of MasterChef and Beat Shazam. Univision too did a 0.5/2 while Telemundo rated a 0.4/2. The CW posted a 0.2/1 with repeats of Supernatural and Black Lightning.   Fates & Fortunes     • CAROLINE PAY was named to the newly created position of chief creative officer at Headspace. She was previously co-CCO at Grey London and prior to that was deputy executive creative director at Bogle Bartle Hegarty London.     • MIKE WENTE is out as co-chief creative director, North America, at VML, according to an Adweek Agency Spy report. Wente had been with the agency for more than 10 years and was promoted co-CCO in 2017. John Godsey, the other co-CCO at VML, is expected to be sole CCO until a replacement for Wente is hired.     • ANNA ROBERTSON was appointed o the newly created role of VP, growth and partnerships for ABC owned and operated TV stations. She previously worked on strategic initiatives and special projects for Disney/ABC Television. Prior to that, she was VP, head of video at Yahoo, where she managed original video production, programming and partnerships. She earlier worked at ABC News, where she was senior producer at Good Morning America.  • RITU SHARMA has joined cloud technology company Amagi as global sales leader. She was previously CEO at Proficio. She has also served as VP of sales, marketing and operations for APAC markets at Encompass Digital Media, and also worked at Network 18 and Vodafone. Among Amagi's clients are Viceland, Turner Broadcasting, Scripps Networks Interactive and Discovery Communications.   Events     Digital Media Tech Leadership Summit June 5-6, 2018 | Tampa, FL Learn More The Programmatic TV Summit June 7, 2018 | New York, NY Learn More OTT & Video Distribution Summit August 2, 2018 | Los Angeles, CA  Learn More News Technology Summit September 26-27, 2018 | Baltimore, MD  Learn More 16th Annual Hispanic Television Summit October 4, 2018 | New York, NY  Learn More Streaming Tech Leadership Summit October 22-23, 2018 | Atlanta, GA (SCTE)  Learn More NYC Television Week October 29-November 1, 2018 | New York, NY  Learn More Broadcasting & Cable Hall of Fame Awards, part of NYC TV Week October 29, 2018 | New York, NY  Learn More NYC Television Week's 40 Under 40 Awards October 30, 2018 | New York, NY  Learn More TV Data Summit, part of NYC TV Week October 31, 2018 | New York, NY  Learn More Advanced Advertising Summit, part of NYC TV Week November 1, 2018 | New York, NY  Learn More Next TV Summit, part of NYC TV Week November 1, 2018 | New York, NY  Learn More more events »   Jobs     Director of Engineering - Transmissions NET - Nebraska's PBS and NPR Stations, NE   Chief Engineer WFSU Public Media, Tallahassee, FL   Director of Engineering - Network Operation and Distribution NET - Nebraska's PBS and NPR Stations, NE   Chief Engineer WOOD TV, Grand Rapids, MI   more jobs » News Blogs Events People TV Careers   Advertise Contact Us Send this to a friend       ©2018 NewBay Media, LLC

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