Adweek August 21, 2017의 목차

It’s happening again. Just over two years ago, several of the world’s largest advertisers, from Coca-Cola to 21st Century Fox, placed their global media accounts in review as part of a six-month, $17.3 billion wave that Publicis Groupe’s Maurice Lévy later labeled “Mediapalooza.” Industry leaders now see that headlining shift as a harbinger of things to come. In addition to AB InBev, Amazon and other heavy hitters, this fall will see a string of new reviews as clients apply greater scrutiny to their media partnerships. In many cases, agencies themselves may be taken by surprise due to contract clauses that allow consulting firms to begin rounding up competitors before alerting current AORs. “I have not seen so great a concentration of RFPs specific to media in many years,” said Ken…

To celebrate its centennial, the 4A’s has named 100 People Who Make Advertising Great, recognizing a diverse and distinguished group that represents the best of the industry, across all levels and disciplines. The group will be fêted at the 4A’s 100th Anniversary Gala, a benefit for the 4A’s Foundation, on September 27 in NYC. This is the third of four issues where we’re revealing the list: Exceptional professionals, industry leaders and rising stars who are leaving their mark—from creating great work and driving great culture to inspiring greatness in others. Open to all employees of U.S.-based agencies and industry associations, hundreds were nominated by their peers, associates and colleagues. The final list was selected by an esteemed panel of 13 industry players who also represent diversity of experience. View the…

Nielsen is giving media publishers and marketers more confidence that videos—and the ads associated with them—will be tracked more accurately across various internet platforms, announcing last week that it will count video views on Facebook, Hulu and YouTube. Nielsen will present a side-by-side display of viewership across all platforms for TV and digital clients, allowing publishers to showcase all the ways people watch their digital content and provide agencies and advertisers with valuable data for more informed decision-making.…

CAMPAIGNS ARE MORE THAN 30-SECOND SPOTS “It’s not enough to just throw ads at people anymore,” noted Ogurick. “We have to intertwine ourselves into events and situations that people are viewing and doing.” LEVERAGE TRENDS Spy films are reemerging in pop culture at the same time that consumers are celebrating female heroines. Looking at both of those trends, the Stoli team believed Atomic Blonde had the potential to be a hit, explained Ogurick. WORK WITH YOUR PARTNERS While Universal did have to approve all of the co-branded creative, working with the studio certainly benefitted the spirits brand. “Universal shared the media plan with us,” said Ogurick, adding that because they had the overall plan, Horizon was “able to use that info and leverage it to Stoli’s advantage by catching the…

AB InBev $2 BILLION (Incumbent WPP)  The beverage giant is in consolidation mode after acquiring SABMiller for $100 billion in late 2016. Amazon $1 BILLION+ (Incumbent IPG)  The ecommerce company’s media budget has doubled since 2013 as it looks to take on Facebook and Google. Lego $85 MILLION* (Incumbent Publicis)  Major holding companies are competing to make the most of movie tie-ins around the world. *U.S. ACCOUNT…

When the dust settled after this summer’s upfront negotiations concluded, it’s no surprise which ad sales chief had once again secured the biggest windfall. That would be Linda Yaccarino, chairman of advertising sales and client partnerships for NBCUniversal, who wrapped upfront sales of close to $6.5 billion for her company’s portfolio of two broadcast networks, 15 cable networks and more than 50 digital properties. As NBC reclaimed the 18-49 demo lead last season among broadcasters, Yaccarino leveraged buyer demand for shows like breakout drama This Is Us and resurgent Saturday Night Live to secure CPM upfront increases in the high single digits, while volume was up 8 percent across the company’s entire portfolio. Factoring in the upfront business for NBCUniversal’s three major sporting events in 2018—the Super Bowl, the Pyeongchang…

RICHARD WARD CHAIRMAN & CEO 22SQUARED SARAH HOFSTETTER CEO 360I JASON NORCROSS PARTNER, EXECUTIVE CREATIVE DIRECTOR 72ANDSUNNY ANDREW GRAFF CEO ALLEN & GERRITSEN KAVON JOHNSON ART DIRECTOR ANOMALY MADONNA BADGER FOUNDER, CCO BADGER & WINTERS GERRY GRAF FOUNDER BARTON F. GRAF BENNETT D. BENNETT COPYWRITER BBDO CHRISTOPHER VEGA CREATIVE RESIDENT COPYWRITER BBDO ANDREW ROBERTSON PRESIDENT & CEO BBDO WORLDWIDE DAVID LUBARS CCO, BBDO WORLDWIDE CHAIRMAN, BBDO NORTH AMERICA SARAH WATSON CHAIRMAN, BBH NY GLOBAL CHIEF STRATEGY OFFICER, BBH MICHAEL LEBOWITZ FOUNDER & CEO BIG SPACESHIP ED COTTON CHIEF STRATEGY OFFICER BUTLER, SHINE, STERN & PARTNERS JUSTIN ADU ASSOCIATE CREATIVE DIRECTOR OF DIGITAL AND SOCIAL MEDIA CAROL H. WILLIAMS MARIANNE BELLORIN STRATEGIST CO:COLLECTIVE ROSEMARIE RYAN CO-CEO & COFOUNDER CO:COLLECTIVE CHRISTINE FRUECHTE CEO COLLE+MCVOY DAVID ANGELO FOUNDER & CHAIRMAN DAVID&GOLIATH WENDY CLARK…

THE OUTSIDE Klondikes are coated in a shell of Swiss milk chocolate, which turns suitably brittle when it hits the cold ice cream, and can be flaked off and eaten on its own. THE INNARDS The base ingredient of a 4.5-ounce Klondike, vanilla ice cream was one of Isaly’s signature products of and remains the classic Klondike variety today. THE HANDLE Actually, there isn’t one. The lack of a stick was one of Klondike’s points of differentiation in the early days: The “adult” treat didn’t need one. It’s one of free-market capitalism’s articles of faith that competition breeds excellence. Case in point: A handheld treat called the Klondike bar. It was 1922—give or take—and ice cream impresario Chester Isaly was peeved over the appearance of the Eskimo Pie, a chocolate-dipped…

Talk about your move to Entercom Sports. Entercom chief executive David Field initially reached out to me. He and I have known one another for about 15 years dating back to my time with the Boston Red Sox [as chief operating officer] and their relationship with WEEI [sports radio in Boston], an Entercom station. I think Entercom’s acquisition of CBS Radio and its vast portfolio of sports stations made it clear to David that he needed someone to oversee these relationships on a daily basis. I’m here to help make Entercom best in class in working with our partners and enable us to aggregate the blue-chip properties we have across the country, and obtain incremental value in the form of national advertising and partnerships that I think had not been…