RJ Palmer 
RJ Palmer Newsletter
August

2013

Hello Everyone,
  

Another upfront wraps up and shows more of the same:  Budgets were down and ratings were off. What is the incentive for an agency to pay more than an inflationary increase on any network? However, the tone was set by the networks and the big agencies who do not demonstrate any real skill in driving efficiencies from suppliers down. This is why it is so crucial for clients to have an agency that is both agile and unwilling to tow the rate increase line. 

 

On the heals of the upfront, came the merger of two agency giants, Omnicom and Publicis.   The usual issues still resonate.  For example, where will current clients end up in the pecking order to receive the service that they deserve?  How will the substantial product category conflicts be resolved, etc.?  At this point, there isn't even an agreement on where operational headquarters will be located.

 

When does enough scale turn into bloat? As for the case of big data, it's likely about negotiating resources and gaining more leverage to deal with vendors like Nielsen.  This could lead to more innovation and that's a good thing. But the user interface for the likes of Facebook and Google are what consumers like best about their digital media platforms. That's not going to be overly influenced by anyone, no matter the size.

 

Profits rule the day and at the end of it, suppliers cannot allow buyers to control their bottom lines.  Now, more than ever, the TV networks know they can influence these few big agencies and set the prices they need at upfront time. The maneuvering was in full force: FOX quietly and without much fanfare, wrapped up their negotiations first with the CW quickly but effectively finalizing their negotiations shortly thereafter.  And as has been the case in recent history, CBS capitalized on their #1 status.  ABC and NBC were the last to conclude.  NBC tried to flex their muscles by bundling all their cable and broadcast properties for the first time.

 

More Trends Worth Mentioning:

 

Digital - Mobile couponing has been an unattainable opportunity of mobile media for quite some time due to challenges with POS systems and traditional coupon clearinghouses.  This new approach, where an intermediary delivers monetization opportunities to both media outlets and retailers just may be the most viable solution. 

New Mobile Coupon Technology

 

Local - Keep an eye on 4Q 2013 with heated races in states like VA, NJ (gubernatorial) and markets like NY (mayoral). Issue advertising related to the healthcare law is already starting in states including Arkansas, Colorado and Oregon where exchanges have been set up and will have a huge impact on 4Q in many more markets. It's also time to start looking at the 2014 political calendar. Katz Media Group 2014 Political Calendar

 

Enjoy the rest of your summer. 

 

Best,

PK

 

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In This Issue
RJ Palmer Negotiates Creative Asset for Prestige's Beano
There Really is Rubber Chicken in France and Other Thoughts on Jury Duty on the Riviera
Maxxcom Holds Its First Media Event
RJ Palmer Negotiates Creative Asset for Prestige's Beano

RJ Palmer's Prestige Brands client, Beano was featured in an interview on Everyday Health, a leading health solutions website aimed at consumers. Beano spokesperson and certified nutritionist, Tanya Zuckerbrot  recommended Beano as a natural solution to prevent gas before eating the foods that cause discomfort. 

With no video assets, RJ Palmer leveraged the media buy for Beano to not only meet audience reach requirements but also to produce new video content.  The 2-minute interview was produced in a matter of weeks and will get maximum usage.  Edited into :15 and :30 pre-roll, the segment diversifies creative units and expands the campaign beyond digital banners. The segments will be shown in the US and Canada. The segments were shot twice to show the correct packaging and labeling for each country.  RJ Palmer also negotiated for exclusive ownership of the video content allowing Beano the rights to use the asset in other media.

The media and segment negotiations with Everyday Health were handled by RJ Palmer's Digital Group with support from Branded Entertainment.  The team of Brian O'Hare, Senior Planner Digital and Summer Intern Riccardo Fleur worked with Jacob Martin, Prestige Brands Brand Manager, PR agency Golin Harris, and Everyday Health to script the segment and act as eyes on set.

Frances Croke Page, VP, Director of Branded Entertainment for RJ Palmer acted as back up to the digital team and noted, "RJ Palmer's approach to project management on live and recorded segments is grounded in regular communications with client, partner agencies and producers and simple timetables. A real attention to detail and logistics from our digital group meant no lost time and high quality production for the client." 

"Digital banners are all well and good but," according to Brian O'Hare, "video just adds a third dimension."   The short videos, which are set to launch this month, extol brand benefits and put a voice and face behind the brand. 

There Really is Rubber Chicken in France and Other Thoughts on Jury Duty on the Riviera

RJP's President Jim Vail returns from Cannes

'aveq cinq reflexions importantes':

 

1) It's All Work For a Juror:  Although I know you are playing the world's smallest violin for me right now we really, really worked. For perspective, we all arrived on Wednesday 6/12/13 and worked for the next six days (including the weekend) until the final press conference and awards ceremony, averaging about ten hours a day. The first stage of judging (three days) included about 40 jurors, breaking later into small groups to review each submission.  Reviews of the finalist covered the last three days with a smaller group of nine. Overall jurors sifted through 3000 entries. 

 

2) Winning is in the Storytelling -  When a juror is reviewing an average of 150 campaigns a day, grabbing the limelight is a challenge.  Entries that told their story using video in a way that matched the medium to the tactical message, got the nod from jurors.  The winner: Ogilvy and Mather, Amsterdam, with a campaign for a funeral insurance company. 

 

WHY WAIT UNTIL IT'S TOO LATE  - Cannes Lions Grand Prix Media Lions
Why Wait Until It's Too Late?  - Cannes Lions Grand Prix Media Lions

 

3) Not All Entries Deserve Consideration - It's not that a particular campaign was bad, but a greater than expected number of them could be considered 'run of the mill' and missing that, 'Wow, I can't believe they convinced a network to do that' factor.   

 

4) The U.S. Should Submit More to the Media Lions Award - Why? The Cannes Lions award seems to be held in higher regard in other countries. (The U.S. made up roughly 12% of the submissions, with about 6% making the final cut.  Conversely, Brazil submitted less than the U.S. but cleared the final cut at 13%.) Going after awards of this caliber is another way an agency can set the goal higher for their teams in terms of generating ideas and innovations for clients.


5) There is Rubber Chicken in France - Until jurors could break free for the fine dining experience, catered food was the least creative thing in the conference rooms. Additionally a half cup of espresso did not help us through the ten hour days. Jim Elms (Initiative) and I must have ordered about 2 pots of coffee a day.

 

 

For questions about the RJP Newsletter contact: 

Marguerite Brophy Cassell

Editor RJ Palmer Newsletter

mbrophy@rjpalmer.com

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DID YOU KNOW? 

80% of Facebook users prefer to connect with brands on Facebook.

 

Source:  Huffington Post "Social Media Statistics"

 

   RJP IDEAS
Clients of RJ Palmer and TradeX have special access to production deals for brand integrations, product placements and underwriting sponsorships that provide access to talent, events and custom marketing rights. This month's sampling of content includes:  

It's not too soon to start dressing the turkey 
 
It may be the heat of summer, but we're already deep into the fall. 
 

 

CBS- We are talking to producers at CBS daytime about Live and Pre-taped entertaining tips in "The Ultimate Last-Minute Thanksgiving Prep Guide." Their brand integrations in CBS's parade coverage goes way beyond the big balloons. 

 

 

EnVu- Holiday time means more time at the mall and transportation hubs.  We're talking to interactive artists and distribution companies like EnVu to bring brands into games and gesture-based content where shoppers and travelers are gathering this season. 

 

 

 

Martha Stewart Living- Martha Stewart herself will use your brand in a holiday how-to video that has legs beyond her kingdom. Content will run across Martha Stewart's branded hub on AOL, Yahoo, YouTube, MarthaStewart.com, and the web.

 

For more information contact Frances Croke Page, RJP's VP, Director, Branded Entertainment Media, fpage@rjpalmer.com 
RJP INSIGHTS

PRIMETIME RANKINGS

W/O 7/29/13  

    

ratings chart 5

                  

NASCAR has finalized the other half of its next long-term TV contract with NBC and severed future broadcast ties with ESPN and Turner Sports.

ABC Family has canceled the low rated but popular drama series Bunheads.

In the wake of Cory Monteith's tragic passing, Fox announced that the fifth season premier of Glee has been pushed back a week. They plan to pay tribute to the star with the show's third episode.

For more information on RJP's research email us info@rjpalmer.com

Maxxcom Holds Its First Media Event

Last month Maxxcom Global Media successfully held its first media conference Maxxcom Collaborative, a consortium of research experts who presented their latest and ongoing studies with very interesting findings.  Here are some highlights: 

 

 

 

-80% of Conde Nast print subscribers said supplemental content added value to their subscriptions.

-Apps using biometrics and eye tracking help reveal that social viewing is more engaging than solo viewing according to Time Warner Media Lab.

- Trendrr studies suggest:  When commercials air, conversations using social media increase and attention diverts to 2nd screen, helping to better establish when attention is on the TV.

- From TVB - For TV viewership and mobile devices in local markets:  Rentrak, Mobile Content Ventures and Mobile 500 are studying 37 markets for the first single source glimpse.  

 

RJP's Key Take-Aways:  

  • A heavy user is a heavy user and will spend even more time with their favorite media when given more opportunity to do so.
  • Social engagement is still good for recall.  
  • It's good that other entities like these are examining cross platform usage.  It verifies their validity outside the measuring and reporting that Nielsen is criticized for not doing enough of in this space.  

For more information or to attend the next Maxxcom event, contact Mitch Oscar, Director moscar@maxxcom.com

RJP PROMOTIONS/NEW HIRES
New Hires
Interactive Media

 

RJ Palmer welcomes Taylor Byrne, new Assistant Interractive Media Planner, to the digital team.
Taylor graduated Wake Forest University in 2010, with a degree in Economics. After college, he moved to Colorado where he was able to ski 100+ days a year while working as a bartender in high-end hotels. This familiarized him with the Food and Beverage industry for a while but he eventually moved back to New York City in the fall to start his work with RJP. Don't worry, he still gets his skiing fix up in Vermont on the winter weekends. 
 

 

Planning

 

Alanna Slate is RJP's new Planning Assistant.  She is a Poughkeepsie, NY native and a recent graduate from Penn State where she received a B.A. in Advertising with a minor in Commercial Recreation. While at school, Alanna worked at Beaver Stadium and past summers at a PR agency in Union Square. She likes the Yankees, 90's pop culture and traveling. Also, word on the street is that Alanna is an exceptional ping pong player, which has the RJP players ready to compete. Alanna is very excited to meet the RJP team and get to know the media business!