| | Media Buyer & Planner Today | | |
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| | | | | #1 WPP Acquires Consultancy Specializing in Amazon | | Possible, the digital ad agency owned by WPP, has acquired Marketplace Ignition, a consulting company that helps brands develop their Amazon marketing and e-commerce strategies, The Wall Street Journal first reported. Marketplace is an Atlanta-based firm with an office in Amazons hometown of Seattle. It has some 35 staffers that helps brands develop the best way to package and distribute their products on the Amazon and also creates ads for brands marketed on the site. That includes devising key words needed for brands to optimize their search ads on the platform. Marketplace Ignition was founded by Eric Heller, a former Amazon retail executive. | | WHY THIS MATTERS: Selling merchandise for a brand on Amazon can be overwhelming. As Adweek reports, the company could reach $20 billion in annual ad revenue by 2020 and two-thirds of American households currently subscribe to Amazon Prime. Jason Burby, president of the Americas for Possible, says brands using Amazon are overwhelmed. Possible was one of the first agencies to be certified as an Amazon partner. And Marketplace Ignition is the largest consultancy dedicated to helping brands optimize Amazon. So the new acquisition for WPP is a perfect fit. It is a feature WPP will be using to pitch new clients in the coming months. | Three Takes: WSJ | Adweek | MediaPost
| | | | #2 Robot Handles Planning for Dole Brand in Asia | | Dole is selling a canned fruit brand in Asia called Seasons, which it sells in two sizes but was looking to push sales in the smaller size because of better profit margins. As Digiday reports, Dole turned to Albert, an artificial intelligence robot created by ad agency Adgorithms. Dole used Albert for a full digital campaign. Creative was developed by an agency in the Philippines, but through Alberts digital dashboard all display ads, video and Facebook ads could be selected. Albert also handled planning and buying or placement. After inputting some benchmarks into Albert, it determined what media to invest in at what times and in what formats. It also decided how much to spend. As the campaign got underway, Albert reallocated spending based on cost and user engagement. | | WHY THIS MATTERS: Watch out media agencies! Sales for the Dole Asia brand increased 87% over the previous year based on Alberts work. While artificial intelligence robots, such as IBMs Watson are being used in marketing, Albert is one of the first AI robots to get involved with actual media buying. While this is only one brand in one area of the world, Ashvin Subramanyam, VP of marketing and innovation for Dole Asia, sees Albert expanding in the future. Albert never gets tired, he says, and its a learning engine, adding, Its going to make people [at media agencies] extremely uncomfortable. Itll rupture media agencies. | | A Take: Digiday | | | | #3 Accenture Acquires Ad Agency | | Global consultancy Accenture has acquired Sydney, Australia-based creative agency The Monkeys and its design unit Maud that it plans to use in conjunction with its digital agency Accenture Interactive to strengthen its efforts to lure clients away from traditional ad agencies. Accenture for the past several years has been acquiring digital agencies as it attempts to diversify its traditional consulting business. Customer experience is the new battleground and this acquisition will enable Accenture Interactive to integrate creative excellence with digital customer experience delivery, says Brian Whipple, head of Accenture Interactive. | | WHY THIS MATTERS: The heads of most of the major ad agency holding companies are on record as showing concern about the growing move by the major consultancies such as Accenture, Deloitte, PwC and others to move into their turf and try to steal away clients. This is just another step by another consultancy in that direction. | | A Take: MediaPost |
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| | 29 | | Percentage of total worldwide ad spending in first quarter 2017 spent on social media, based on an analysis by online advertising firm Kenshoo. That percentage is down 1% from fourth quarter 2016, indicating perhaps a temporary leveling off of social media ad spending. | Reported by eMarketer
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| | NBC Wins Easily on Powerful Voice | by Michael Malone
NBC was the easy winner in the Monday ratings race, putting up a 1.6 in viewers 18-49, per Nielsens overnight ratings, and a 6 share. The Voice climbed up 12% to 1.9, before The Wall did a 1.1. That game show had a 1.4 in its last fresh airing in February. Second was ABC at 1.2/4, as Dancing With the Stars started things off with a 1.5, down 6%, before Quantico posted a flat 0.6. CBS had a 1.0/4. Kevin Can Wait fell 8% to 1.1 and Man With a Plan did a flat 0.9. The season finale of Superior Donuts scored a level 0.9 and The Great Indoors was off 13% to 0.7, before Scorpion grew 10% to 1.1. Fox had a 0.9/3. Gotham and Lucifer both did a 0.9. Both had 1.0s a week before. The CW had a 0.5/2. Supergirl rated a 0.6 and Jane the Virgin a 0.3. Both were up a tenth of a point from the previous week. Among the Spanish-language players, Univision had a 0.8/3, while Telemundo did a 0.3/1. |
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| STEPHAN GANS was named to the newly created position of senior VP of global insights at PepsiCo. He was most recently chief strategy officer and global practice lead at Omnicom consultancy Interbrand. Prior to that he was co-founder and CEO of EffectiveBrands, a consultancy acquired by WPP in 2014. He also spent 14 years at Unilever, rising to a VP of marketing.
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