Why This Agency Shuts Down for One Day Every Year to Help Nonprofits

July 20, 2016  |  Media Week  |  No Comments

All agencies dip their toes in pro-bono work—looking to lend creative ideas and solutions to nonprofits and give back to the community. One agency has gone so far as to suspend client work across its nine offices for a full day in order to help nonprofits across the world. Last week Prophet, a 378-person global brand and marketing consultancy, held its annual "Prophet for Nonprofit" event. It's designed to expedite the creative process and set organizations up with whatever they may need, from brand proposals to a new website—call it a hack day for nonprofits, if you will. This year Prophet worked with 36 different organizations across its nine offices, including New York, Hong Kong, London and San Francisco. The team worked with organizations including Karam Foundation, Top Honors and Family Promise. For the Karam Foundation, which was created to help Syrian refugees, Prophet helped the nonprofit research and prioritize potential donors. Prophet is also developing a marketing and communications strategy for them. Working with so many organizations in one day gives each team member a chance to find an issue he or she really cares about and find a way to help that organization make a greater impact in the world. "We want to get people working on issues or with organizations that they feel really passionate about," Michael Dunn, chairman and CEO of Prophet, told Adweek. Of course, going completely off the grid from clients isn't always feasible, so if a team member need to step out and take a call or answer an email, that's no problem. The idea is to clue clients in on the nonprofit day and hopefully finish up any outstanding work ahead of time so the day can be spent focused on finding solutions for nonprofits, big and small. "Our clients understand that this is a really important part of how we execute our strategy around helping leaders building brands, transform businesses and move society ... They love the fact that we do this," Dunn added. Check out some highlights from the day, below.

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Despite Streaming Options, Millennial Women Plan to Watch the Olympics on TV

July 19, 2016  |  Media Week  |  No Comments

The 2016 Summer Olympics are just a few weeks away, and it looks like the TV-friendly time zone of the host city, Rio de Janeiro, will pay big dividends for NBC. With Rio just one hour ahead of the East Coast, NBC Sports executives have consistently said these games will feature the most live coverage for any Olympics that NBC has been a part of. Despite the digitally-charged media ecosystem that NBC finds itself entrenched in—for the third Olympics in row, NBC will offer every event outside of the opening ceremonies live for digital consumption— it appears that at least one audience demographic is ready to watch the games the old fashioned way, and it's not one most would've expected. Influenster , whose 2 million members are comprised mostly of millennial women, surveyed 3,992 women around the age of 25 to find out their viewing habits for the upcoming games. The product discovery and reviews platform found that the overwhelming majority of millennial women that plan to watch the Olympics will do so in front of the television (75 percent) instead of livestreaming the competition (18 percent). Overall, more than half (54 percent) of millennial women surveyed are planning to watch any coverage from Rio. Airing on a tape delay hasn't hampered NBC's ability to pull in gigantic ratings—NBC averaged north of 30 million viewers for its primetime coverage from London in 2012. In fact, Jim Bell, NBC's executive producer for its Olympics coverage, has argued that the decision to make every sport live on a digital platform has actually increased TV viewership. "By providing more content you got more viewers and more interest, it was the rising tide that lifted all boats," he said during a Paley Center for Media event last month. But for NBC, being able to have big-ticket Olympic sports like swimming, diving, track and field, beach volleyball and gymnastics airing in the moment instead of on a delay should only further boost viewership. It should come as no surprise then that many of the American athletes that millennial women are most aware of, or at least the ones they follow on social media, participate in those major events. Of the 57 percent of those who took part in the survey, Michael Phelps (15 percent) and Gabby Douglas (14 percent) were the top two U.S. athletes followed

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How eBay Crafts Its Social Ads to Target Both Geeky Guys and Fashionistas

July 19, 2016  |  Media Week  |  No Comments

Over the past few years, it's become increasingly hard for social marketers to pick which sites and platforms are worth their time and investment and which ones are passing fads (R.I.P. Peach and Yo ). For eBay, its social strategy spans 16 social networks and includes the usual mix of big platforms including Facebook, Snapchat, Instagram, YouTube and Pinterest. But the brand is also putting big money and resources behind smaller, niche sites such as Imgur, We Heart It, Tango and Reddit that target specific audiences. "The ecosystem is fragmented," said Llibert Argerich, global director of social and content at eBay. "There are more and more platforms that cater to more and more specific audiences. Those platforms are fragmented, but they're still very big." Photo-based Imgur, for instance, is geared towards geeky millennial guys and pulls in more than 150 million monthly active users. Meanwhile, female-focused social platform We Heart It hones in on women interested in fashion and lifestyle content, and has more than 40 million users. "I didn't know Imgur 18 months ago," Argerich said. Then in July 2015, eBay ran one of the first promoted posts on Imgur, an online community notoriously averse to advertising. The ad promoted drones and explained the differences between the different types. It generated more than 800 comments. Surprisingly, users weren't turned off from the ads. "We started getting people saying, 'Wow. It's amazing

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The Return of ‘Stephen Colbert’ and Jon Stewart Gives Late Show a Ratings Boost

July 19, 2016  |  Media Week  |  No Comments

CBS had hoped that its decision to broadcast The Late Show with Stephen Colbert live during both political convention weeks would give the show the boost in ratings and buzz that it's been seeking for months. Last night, the return of two longtime Comedy Central pals—his Colbert Report alter ego and Jon Stewart—helped the program do just that. Monday night's Late Show live broadcast beat its competitors in the 56 overnight metered markets with a 2.1 rating, its best overnight household rating since May 10. That put it ahead of The Tonight Show Starring Jimmy Fallon (2.0) and Jimmy Kimmel Live (1.5). Late Show, which is broadcasting live during both political conventions, averaged a 0.5 rating in the 18-49 demo in the 25 local people meter markets. It was the show's best rating since Feb. 15, but still wasn't enough to overtake The Tonight Show, which had a 0.7. These ratings will be updated later today when national ratings are available. Season to date, Late Show is averaging a 0.62 in 18-49, with 2.8 million viewers overall, which is well behind The Tonight Show (a 1.01 rating and 3.7 million total viewers). Kimmel is in third place with a 0.56 demo rating and 2.4 million total viewers

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Zipcar Can Now Track How Many People See Its Rolling Ad Campaign in Seattle and D.C.

July 15, 2016  |  Media Week  |  No Comments

Zipcar is rolling out a campaign in Seattle and Washington D.C. that blends an old-school advertising technique with new technology—it's wrapping ads around cars and tracking how many people see them. The company partnered with Wrapify , a San Diego startup that pays drivers to cover their cars with branding and data-tracking technology. Each car is equipped with sensors that feed live analytics to clients so they can see where their ads appear on the road, and how many people can see them. (Wrapify uses telemetry data from the car to track drivers' real-time location on a map, and pairs it with anonymized data from other sources to understand how many cars nearby see the message.) Think about it as a new way to drive offline traffic. "At Zipcar, we utilize a variety of innovative marketing strategies to reach potential members who are interested in joining a mobility solution that fits their lifestyle," a Zipcar spokeswoman said. "In addition to robust digital, content and field marketing programs, Zipcar is currently testing Wrapify in select markets to complement our out-of-home advertising." Wrapify founder and CEO James Heller sees his service as a bridge between out-of-home advertising and digital marketing. "When I looked at the out-of-home industry and the way it's measured and tracked in terms of impressions or attribution or anything, it's really a shot in the dark and a pay to play," he said. Wrapify, founded last year, is quickly expanding. The company recently opened a New York office, with 35,000 drivers signed up across 10 U.S. cities. Drivers are often paid between $400 and $600 a month, depending on the campaign length, mileage and how much of the car is wrapped. Here's a video from Wrapify that explains how it works: Wrapify even measures offline reach with CPMs, much like tech giants Facebook and Twitter do online. A recent case study conducted by Wrapify showed CPMs cost around $1 each. For one client, PetCo, 4,000 miles of driving logged nearly 8.8 million impressions at $1.13 eCPM (effective cost per mile). A campaign for TriNet that totaled 24,000 campaign miles delivered 66.5 million impressions with an eCPM of $1.08. Heller wouldn't provide details on the exact cost of the campaign but said on average, a 25-car campaign on the road for 12 weeks would cost about $1,600 per car, per month

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Ad of the Day: Stunning New ‘Superhumans’ Paralympics Spot Goes Well Beyond Sport

July 15, 2016  |  Media Week  |  No Comments

The U.K.'s Channel 4 pulls out all the stops, as well as a a few prosthetic limbs, for this joyous, awesomely over-the-top three-minute musical film celebrating the broadcaster's upcoming coverage of the Paralympic Games in Rio. Propelled by a swingin' cover of Sammy Davis Jr.'s "Yes I Can," the spot, impressively staged by the in-house 4Creative team and Blink director Dougal Wilson, features not just athletes but disabled people of all kinds. They're competing in sports, playing in bands, working at various jobs, raising kids, ballroom dancing, flying planes—and more. Because, of course, they can. And they do. Every single day. More than 140 disabled folks appear in the ad, dubbed "We're the Superhumans," which serves as a sequel to Channel 4's lauded Paralympics spot for the 2012 London Games—a spot that won the Grand Prix for Film Craft at Cannes. That earlier effort oozed intensity and grit, focusing on the origin stories of Paralympic athletes and the challenges they had to overcome. This latest film, though no less affecting, has an entirely different feel. Channel 4 CMO Dan Brooke describes the tone as "an unbridled celebration of ability, by both elite Paralympians and everyday people. In 2012, we saw athletes like never before, but now we see that Down syndrome graduates and wheelchair users in the workplace are just as superhuman as blind sprinters and amputee weightlifters." Casting was "essential to this piece of work," adds Alice Tonge, creative director at 4Creative. "We did a massive search to find people all over the world who have turned 'No, I can't' into 'Yes, I can.' " The message is considerably broader in scope and more sweeping than the 2012 spot, and the nonstop positive vibes—driven by imaginative set pieces and inspired editing—are incredibly infectious. "This campaign is the most important we have ever undertaken, and isn't just about Rio. It's about revolutionizing public attitudes to disability forever," Brooke says. Indeed, the spot transcends its specific marketing mission and envisions a world in which all people can find fulfillment and achieve to the absolute best of their ability. It may well be one of the most inclusive ads ever made, presenting the integration of disabled people into virtually every aspect of daily existence with Glee-style musical abandon. Particularly striking are its playful, surreal touches. These include a tap-dance routine with performers ringed by high-steppin', disembodied carbon-fiber legs, and big-band singer Tony Dee trading his fedora for a crash helmet and driving his wheelchair through a window.

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Fox Finishes Upfront Sales Strong Thanks to Interest in New Shows Like Lethal Weapon

July 13, 2016  |  Media Week  |  No Comments

After nursing its wounds during last year's upfront presentation, Fox is in a much more celebratory mood this time around. The Fox Networks Group—which includes Fox, Fox Sports, FX, FXX, National Geographic Channel, Nat Geo Wild and Nat Geo Mundo (but not Fox News Channel)—has wrapped its upfront negotiations with volume increases of around 5 percent in CPM (cost per thousand viewers reached) and gains in the high single-digits to low double-digits, according to a person familiar with negotiations. This is a big reversal from last year's mediocre upfront, where Fox—which had fallen to fourth place in the 18-49 demo despite the arrival of Empire—had CPMs that were down as much as 2 percent below the 2014-15 upfront. Volume had been flat at the time. Fox rebounded slightly this past season to third place among the broadcast networks. For the second upfront, ad sales chief Toby Byrne and his team sold inventory across its entire portfolio (except for Fox News). The group had upfront success with its plans to reduce National Geographic Channel's ad load by up to 50 percent for its new series and specials. Fox had the strongest buyer interest from new fall dramas Lethal Weapon and Pitch, as well as midseason entries 24: Legacy, Star and its revival of Prison Break. Buyers had reacted enthusiastically to almost all of Fox's new shows during May's upfront presentation. The network will premiere all 16 of its fall series during a one-week blitz in September. Fox kicked off the marketing campaign for fall baseball drama Pitch during last night's 87th MLB All-Star Game. ABC finished its upfront sales last week, while CBS and The CW wrapped up their upfront deals on June 27

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Zendaya in Talks for Hugh Jackman’s ‘Greatest Showman on Earth’

July 12, 2016  |  Variety  |  No Comments

Zendaya is in talks to join Hugh Jackman in the P.T. Barnum biopic “The Greatest Showman on Earth.” The project has been in development since 2009 with Jackman attached. The contemporary musical is being produced by Chernin Entertainment, Laurence Mark and Jackman. Zac Efron and Michelle Williams are also in negotiations for the project. Michael...

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Inside the Delicate Mechanics of Marketing Mr. Robot’s Second Season

July 11, 2016  |  Media Week  |  No Comments

USA Network used to be best known for "blue skies" procedurals. But the network's signature show is now Mr. Robot, its Golden Globe-winning dark drama about a group of hackers (led by Rami Malek and Christian Slater) intent on bringing down one of the world's biggest conglomerates. "It's been a brand builder for us and really points to where our characters have evolved," said Chris McCumber, president, entertainment networks for NBCUniversal Cable Entertainment. As the show returns for Season 2 on July 13, he said, "We have a high demand from our ad clients, which is why we are in the business of trying to build out this franchise beyond the 12 episodes that are going to be on this summer." That also requires a delicate marketing and brand blitz for Season 2, as the network tries to nurture the audience for its critically acclaimed freshman sensation while remaining faithful to Mr. Robot's anti-corporate, anti-establishment message. "At the core, everything has to feel authentic, and that's always our barometer for everything we do as it relates to Mr. Robot," said Alexandra Shapiro, evp, marketing & digital for NBCU's cable entertainment networks. "Is this appropriate? What would [Malek's character] Elliot say about it?

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John Malone’s Virgin Buys Irish Broadcaster UTV

July 11, 2016  |  Variety  |  No Comments

U.K. cable company Virgin Media, a subsidiary of John Malone’s Liberty Global, has signed a deal with British TV group ITV to buy Irish free-to-air commercial broadcaster UTV Ireland for €10 million ($11.1 million). More to follow.

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