Agency Recap: Wins, Losses & Accounts in Review


October 28, 2015   The latest media, creative and digital account moves from America’s top marketers, plus, brands evaluating possible agency partners, and exclusive opportunity analysis from DailyVista.

Advertiser: Church & Dwight | In Review: $400 Million Media Account | Incumbent: WPP’s Maxus

Bonus: Preview Maxus Agency Profile on Winmo

Advertiser: Chrysler Group | Agencies Hired: SapientNitro & Huge | Assignment: Digital Duties for Chrysler, Dodge, Fiat North America, Jeep and Ram

Bonus: Preview SapientNitro Agency Profile on Winmo

Advertiser: Olive Garden | Agency Hired: Dentsu Aegis’s Mcgarrybowen | Assignment: Creative AOR

DailyVista Insight: Dentsu Aegis’s Mcgarrybowen beat out WPP’s Grey – which had handled the Darden-owned Olive Garden account for more than 30 years – in a creative review initiated earlier this year (though Grey will continue as creative AOR for OG’s sister brand Longhorn). The creative shift comes just after the media review that saw Publicis’s Starcom retain the OG account.

Seller Tip: With a new brand campaign to be expected, look for H1 2016 revenue opportunities here.  Specifically for Read More…

  Marilyn Mead   Oct 28, 2015   Brand & Agency News   0 Comment

The Seller’s Guide to Advertising Week

Advertising Week Sellers Guide

‘Which Advertising Week events to attend?’

If you’re headed to Advertising Week New York 2015, chances are you’re asking yourself this question right about now. With so many advertising and marketing sales prospects in attendance, Advertising Week can be a seller’s prospecting dream, but if the four-day, multi-venue schedule looks more like a nightmare to you, don’t worry.

Team Advertising Database has honed in on key Advertising Week sessions for sales people hoping to generate sales leads and partnership opportunities. Whether you’re angling for media sales, ad tech opportunities, or corporate sponsorship development, you can use this Advertising Week prospecting playbook to maximize face time and minimize fuss. With few exceptions, these are open to Delegates, Super Delegates and all you fancy Platinum badge holders, so just print and go for a giant head start on prospecting at AWX!

P.S. If you’re interested in contacting these executives, be sure to log into AdDataExpress. Not a subscriber? Find contact information for 30+ advertisers taking the stage at ad week here: Little Black Book of Ad Week Prospects.

Monday September 28 | Day 1

12 PM Session: How Legacy Brands Become Pioneers in the Digital Economy 

Mon 9/28 | 12:00 PM | Times Center Stage (242 West 41st Street, New York, NY, 10036) | Event Page

Start out Advertising Week with this session to see how established businesses are adapting to succeed in a fast-moving digital economy, featuring:

Nigel Morris CEO, Americas & EMEA, Dentsu Aegis Network Read More…

  Marilyn Mead   Sep 10, 2015   Conferences & Events, Featured Content   0 Comment

Q: Are You Interested in Brands’ Programmatic Partners? Results Are In!

February 9, 2015   Our January poll question asked, “Are you interested in reaching brands’ ad tech & programmatic partners?”—to which more than 70% of you answered Yes. That’s a huge jump from the 45% who responded affirmatively to a similar question in 2013. Since that time, programmatic digital display spend has surged 245%, according to eMarketer, while our own latest results show that sellers have expanded their focus, looking for new ways to capture ad dollars spent programmatically.

To simplify prospecting in this changing landscape, we’ve added ad tech and programmatic partners to thousands of brands profiled in AdDataExpress®. Now, AdData users can find ad networks, agency trading desks, Read More…

  Marilyn Mead   Feb 09, 2015   AdData Company News, Featured Content, Poll Q&A   0 Comment

Digital Video Growth Surges, Fueled by Top Advertisers

button-24836_6402September 1, 2014   Four out of five U.S. internet users steam videos online, and, according to Cisco, 25 percent of them do so daily. Pair that appetite for content with click-through-rates nearing two percent on some platforms, it’s no wonder the format has garnered growing attention – and financial investment – from top marketers and agencies, with eMarketer projecting U.S. expenditures to rise 41.9 percent this year, to a total of $5.96 billion.

This August, AdData reported on digital video’s role in Read More…

  Marilyn Mead   Sep 01, 2014   Featured Content   0 Comment

How Marketers are Supercharging Gaming Apps

pic2July 21, 2014   This July B. Bonin Bough, VP Global Media & Consumer Engagement at Mondelez, kicked off the ANA’s sold-out Digital & Social Media Conference with advice on how marketers can, among other things, entice consumers to play with their food. When Mondelez’s Oreo brand set out to create an interactive app in 2012, Bough said he was totally onboard, though he steered the team not toward their agency, but to a group that makes games for a living – PikPok. The hugely successful Twist, Lick, and Dunk app was born, and now boasts over 4 million organic downloads and 250,000 peak daily active users – all without Oreo spending on paid media. In fact, the game itself is now cash-positive due to in-app advertising. [Video: Oreo Takes Mobile App Development Up a Notch]

Offerings like Twist, Lick, and Dunk are raising the bar in branded mobile apps, and challenging marketers to seek expertise from partners who can help them compete. Our own For the Record news section features examples from: Read More…

  Marilyn Mead   Jul 21, 2014   Conferences & Events, Featured Content   0 Comment

Q: With digital dollars shifting to programmatic, will publishers reserve premium inventory for non-programmatic buyers?

MediaJuly 1, 2014   Our June poll asked, “As more major marketers allocate large portions of their digital media budgets to programmatic buying, will publishers sell greater proportions of premium inventory to non-programmatic buyers? 52% answered “NO,” indicating that a slight majority think programmatic transactions for premium inventory will increase. Read More…

  Marilyn Mead   Jul 01, 2014   Poll Q&A   0 Comment

World Cup Tie-Ins Trend Toward Digital, Hispanic Markets

Soccer News

June 16, 2014   With first round World Cup matches already in the books, FIFA fever is mounting. And while the global phenomenon has steadily built momentum – even in the “football-conflicted” US media market – two trends are setting Brazil’s 2014 games apart.

First, this year’s FIFA World Cup sponsors – 22 companies in all – are spending record amounts on digital and social media, with Adidas buying more digital than TV advertising to promote its role in the games. Others fueling online momentum include: Hyundai, celebrating its fourth year as exclusive automotive sponsor with the made-for-Twitter tagline: #becausefutbol appearing in ads for its 2015 Sonata; Listerine, whose “Power to Your Mouth” program represents “the first time one of [Johnson & Johnson’s] consumer brands has leveraged real-time social marketing on a global scale,” according to Gail Horwood, VP Worldwide Digital Strategy; Mondelez, which is touting its “Official Snacks of U.S. Soccer” status in real-time content, adaptive advertising, and social rewards as part of its largest multi-brand program to date; and Visa, which is serving digital video and targeted, mobile-optimized social content to soccer fans worldwide. Read More…

  Marilyn Mead   Jun 16, 2014   Featured Content   0 Comment

Chrysler Talks Programmatic at Mobile Marketing Forum

chryslertalksMay 6, 2014   How does an automotive brand, one with a history of iconic TV ads, put mobile programmatic media into play? Chrysler’s Digital Marketing Manager Amy Peet shed light on the possibilities at the MMA’s New York Forum discussion: “Programmatic: Can it Improve Your Effective CPM’s and Improve Your Advertising ROI?,” moderated by Google’s Digital Strategy & Media Lead, Bob Arnold.

Peet began by explaining that Chrysler, like most automakers, has a three-tier framework. “Tier one is national branding, Tier 2 involves our nine different business centers … that represent local DMAs for dealership groups, and Tier 3 are the dealership groups themselves.”

For Tier 1 and Tier 2, Chrysler is experimenting with different pairings and turning levers on and off, to get a handle on the performance of mobile individually, and in relation to other media.  “When we layer programmatic in with a higher-engagement type unit, we see better success with them both,” said Peet. The company often looks to mobile to extend the reach of broadcast, which continues to command a large share of Chrysler’s overall spend, roughly $1.2 billion across all measured media in 2013, per Kantar. Read More…

  Marilyn Mead   May 06, 2014   Conferences & Events   0 Comment

Clients Zero In On Digital Shops, Creative Arrangements, to Traverse the Wild Web

May 1, 2014  Amidst pioneering initiatives from the IAB to standardize digital ad measurement, and from publishers like Time, Inc. to make all impressions viewable, ComScore reports that over half of all digital ads remain unseen, due to glitches, user habits, or fraud. Just this month, in a look at video impressions, The New York Times cited estimates that 57% of video ads served during a two-month period were deemed “unviewable” by ad management platform Vindico. Such viewability and attribution issues are driving many marketers to highly-caffeinated late nights. Peet’s Coffee & Tea brewed up a bold approach to the problem this April, hiring Razorfish Seattle to handle digital media, search, and e-commerce strategy – in return for a share of the company’s e-commerce profits. Read More…

  Marilyn Mead   May 01, 2014   Featured Content   0 Comment