Brands Brief: Turner, Viacom, Fox Offer Advertisers Pinpointed Audiences

Top Stories

  • Ahead of television’s upfronts, Turner, Viacom and Fox Networks Group announced their OpenAP initiative, which will allow advertisers to further pinpoint audiences and specify their reach. (Reuters)
  • A new study reveals marketers’ early onset disappointment in their efforts to advertise on Snap Inc.’s Snapchat, while Facebook Inc.’s Instagram has piqued their ad dollar-related interest. (AdvertisingAge)
  • An Interactive Advertising Bureau-backed study shows more than 10 million jobs are attributable to the ad-supported internet, which also put about $1.121 trillion into the country in 2016. (The Wall Street Journal)

Chart Review

Events Calendar (All Times Local)

MRC Vegas 7:30 a.m.
South by Southwest in Austin 9:30 a.m.
South by Southwest in Austin 9:30 a.m.
ANA webinar on customer relationships 1 p.m.


Advertising and Marketing

Pandora Launches a Pro-Woman Ad Campaign for Spring/Summer
Emili Vesilind, JCK

Pandora’s color-drenched global ad campaign for its spring/summer 2017 collection, called DO, is in step with the growing trend among fashion brands of creating messaging that’s vocal in its support of women and female autonomy. The concept behind the campaign was to create “a platform to inspire women to be true to themselves, to empower action, and, finally, to embrace their passions and dreams, whatever their age,” Minna Philipson, senior vice president and chief marketing officer for Pandora, told JCK.

Under Armour launches new women’s digital campaign, #ImPretty
Lorraine Mirabella, The Baltimore Sun

Under Armour is launching #ImPretty, a digital marketing campaign focusing on the impact of women through their careers and craft. An online campaign video was designed to challenge the idea of “just a pretty face,” Under Armour says.

P&G launches commercial with ‘Do not attempt’ advisory
Barrett J. Brunsman, Cincinnati Business Courier

Procter & Gamble Co. has launched a new advertising campaign to celebrate the 18th anniversary of its Swiffer brand sweeper, but viewers of one commercial are warned: “Do not attempt” at home. The ad for the Cincinnati-based company features a bespectacled boy with a pair of scissors who progresses from trimming the mane of a stuffed lion to snipping the green fur of a toy gorilla and the hair of a couple of dolls before lining up his younger sister for a little off the top.

IHOP Is Coming to Town: Franchise Seeks Partners in Costa Rica
Wendy Anders, Costa Rica Star News

This week, the U.S. company DineEquity announced plans to open at least 10 International House of Pancakes (IHOP) brand restaurants in Costa Rica as part of its growth plan in Latin America, said Costa Rica’s business daily El Financiero. The brand’s international growth has mainly focused on increasing the number of restaurants in existing markets and, at the same time, entering three new markets: Latin America, the Middle East, and the Asia Pacific region.

DS Simon Media launches division to turn internal spokespeople into influencers
Diana Bradley, PR Week

DS Simon Media wants to turn organizations’ leaders and experts into influencers. That’s the aim of the firm’s influencer marketing division, which launches this week. The inspiration for the division comes from the firm’s recent Brand Video Communications Report, which surveyed hundreds of agency communicators and in-house PR people about today’s challenges to earn media.

Media and Entertainment

Turner, Fox, Viacom to offer advertisers way to laser focus on audience
Tim Baysinger, Reuters

Major U.S. media companies Time Warner Inc’s Turner, Viacom Inc and 21st Century Fox Inc’s Fox Networks Group will launch OpenAP, a program for advertisers to laser focus their commercials at specific audiences on television. With the TV upfront season weeks away, advertisers are seeking audiences beyond the ones measured by Nielsen, which are based on age, gender and income, mimicking ad buying on the digital side.

Big Talent Under the Gun as ESPN Cuts Loom
Daniel Holloway, Variety

ESPN’s last big round of layoffs took place in 2015 and stayed, for the most part, behind the camera. Its next round won’t be so deferential to talent. The Disney-owned cable channel is set to reduce personnel in the coming months, with the bulk of cuts coming from the on-air ranks.

Clifton Leaf Is Named Editor In Chief of Fortune
Corinne Grinapol, Adweek

Time Inc. has promoted Fortune deputy editor Clifton Leaf to editor in chief of the magazine, replacing Alan Murray, who is upped to president of Fortune as he keeps the chief content officer role he has held since last summer. Meanwhile, Adam Lashinsky, who had been assistant managing editor, is upped to executive editor, reporting to Leaf and taking on oversight of the conference division as part of his expanded duties.

Social Media and Technology

Snapchat Receives Poor Grades From Marketers
George Slefo, AdvertisingAge

It might be early days, but marketers are seeing little return when advertising on Snapchat. They also seem more interested in spending ad dollars on the company’s newfound rival: Instagram.

Snap shares hit new low in choppy trading as valuation concerns mount
Sinead Carew and Saqib Ahmed, Reuters

Shares in Snap Inc hit a fresh low on Wednesday, falling as much as 2.6 percent before clawing back some losses in choppy trading as analysts questioned the company’s prospects. In its tenth day of trading after its $3.4 billion public listing, the owner of the Snapchat messaging app was last down 0.9 percent at $20.40 after hitting a low of $20.05 in the first few minutes of trade.

Snapchat 2017 ad revenue forecast trimmed to $770 million: eMarketer
Tim Baysinger, Reuters

The 2017 advertising revenue forecast for Snap Inc’s Snapchat has been trimmed by $30 million due to higher than expected revenue sharing with its partners, digital marketing firm eMarketer said in its latest ad spending forecast on Tuesday. While that still represents growth of more than 157 percent from last year, it is smaller than eMarketer’s prior forecast in September, which had predicted more than $800 million.

This lingerie brand replaced its agency with AI and will never go back
Emily Tan, Campaign

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named ‘Albert’. Since then it has more than tripled its ROI and increased its customer base by 30 percent.

PR and Communications

‘Beauty and the Beast’ will not be shown in Malaysia after Disney refuses to make a cut
Daniel Miller, Los Angeles Times

Walt Disney Co.’s live-action remake of “Beauty and the Beast” will not be shown in Malaysia after the Burbank-based entertainment giant declined to remove a brief gay-themed scene from the film. Malaysia’s Film Censorship Board had asked Disney to trim a ballroom dancing scene involving the villain Gaston and his manservant, LeFou.

Women’s Retailer Modcloth To Be Bought By Jet.Com, Which Is Owned By Walmart
Anna Merlan, Jezebel

Modcloth, a women’s online fashion retailer known for quirky, indie-inflected clothes, will be acquired by Jet is, in turn, owned by Walmart.

No one is more excited for Canada Goose’s IPO than its longtime critic PETA
Marc Bain, Quartz

Canada Goose, maker of pricey, expedition-ready parkas that double as status symbols in cities all over North America, is set to go public on March 16, in hopes of raising as much as $240 million. Investors can’t wait.

Corporate Social Responsibility

Why Barbie Wants to Show Dads Playing Dolls With Their Daughters
Kristina Monllos, Adweek

After debuting Barbie’s new look in January 2016, the brand set its sights on another ambitious marketing push: Get consumers to like Barbie for more than just her looks. The marketers at Mattel wanted to shift consumers’ focus to Barbie’s purpose and get parents “to reappraise the role of Barbie in their world and to really see Barbie as a vehicle for storytelling and imagination,” explained Michelle Chidoni, Mattel’s vp of global brand communications.

Opinions, Editorials, Perspectives and Research

IAB Touts Study Showing the Internet Supports 10 Million U.S. Jobs
Mike Shields, The Wall Street Journal

The digital economy is already great, according to the IAB. The ad-supported internet contributed about $1.121 trillion to the U.S. economy last year and is responsible for more than 10 million jobs across all 50 states, according to a new study commissioned by the Interactive Advertising Bureau.

Under Armour Transforms into World’s Largest Digital Fitness Brand
David Trites, Forbes

If you think of Under Armour as just a sports apparel company, think again. Starting in 2013, Under Armour acquired MapMyFitness, followed by the addition of EndoMondo and MyFitnessPal and the launch of UA Record, making Under Armour Connected Fitness the largest digital fitness community in the world.

Building Brand Legacy In The Age Of Now: Girls Who Code
Mark Miller, Co.Create

Launched in 2012, Girls Who Code is one of the leading voices on creating gender parity in the high-tech field of computer sciences. By the end of 2016, the organization will have educated 40,000 young women through its clubs and summer programs, and by 2020 it aims to have reached up to one million young women across America.