What: Three top ad forecasters have revised their ad investment growth predictions for 2019. While GroupM has downgraded 2018 growth expectations from 4.5% to 4.3%, Magna Global and Zenith estimate global advertising will increase slowly. Why it matters: If these predictions are true, it would mean that while global advertising is still growing, it’s doing it slowly, which points to a saturation in media.
GroupM, MagnaGlobal, and Zenith have released their reports of 2019 ad spending forecasts. Though they predict growth, it will be slower than in 2018. If we look at each of the forecasts, we can see their different predictions are directly related to the fact that digital advertising has been growing at great speed since 2010. However, it might be starting to grow less rapidly, giving way to certain formats to become protagonists, such as video.
GroupM Downgrades Ad Investment Growth Predictions
According to GroupM’s statement, WPP’s media investment group downgraded 2018 growth expectations from 4.5% to 4.3%. 2019 growth projections are also whittled from 3.9% to 3.6%, with total new investment anticipated to reach US $19B instead of the US $23B earlier predicted. Stress on the auto category stood out in feedback from GroupM’s worldwide network, as did the absence of any rebound in CPG investment with traditional media.
“GroupM’s still strong but slightly fraying 2018 view ties to macro questions: tighter money, China’s slowing growth, and the potential for pricey trade wars,” said Adam Smith, Futures Director.
GroupM forecasts that ten countries will provide 83% of all 2019 growth. China remains the largest contributor, but 2019 will be the nation’s sixth successive year, with single-digit ad growth. It will mark its lowest growth rate yet recorded. That said, its $90 billion ad market is second only to the U.S. and has doubled since 2010.
Other big contributors to spending growth next year include the U.S., India, Japan and the UK.
Magna Global, on the Other Hand, Raises its Growth Forecast
While Magna released its forecast report right about the same time as GroupM, its results were quite different. Magna, which measured 2018 in retrospect, said global ad spend grew by a record 7.2% this year to $552 billion. And while GroupM revised its ad spend downward, Magna raised its own 2019 forecast from 4.0% to 4.7% to reach $578 billion. Magna’s optimism for 2019 is thanks to a robust global economy and cyclical events, like the US midterm elections and World Cup, that added $6 billion of incremental ad spend to the market.
According to Ad Exchanger, Magna said digital will make up half of global ad spend by 2020, but GroupM still forecasts digital’s share at 42% in 2019. Of the digital pie, Magna said search grew 16%, video 29% and social media 33% this year, while mobile ad sales grew by 32% to make up 62% of digital impressions. GroupM did not break out ad spend by format.
Zenith’s Forecast Slightly Down
Zenith, part of Publicis Media, has forecast that global ad expenditure will grow 4.5 percent in 2018, reaching $581 billion by the end of the year, boosted by the Winter Olympics, FIFA World Cup and U.S. mid-term elections.
The forecast for 2019 is down slightly from its September prediction of 4.2-percent growth, now forecast at 4 percent, but the 2020 forecast is stable at 4.2 percent. The 2021 forecast is for 4.1-percent growth. Overall, Zenith expects advertising expenditure to grow behind the global economy as a whole throughout its forecast period.
By region, North America’s ad market has been growing “fairly steadily but unspectacularly” since 2010, the firm said. North American ad-spend is expected to grow 3% in 2019 and to average 3.4% growth each year to 2021.
By 2021 Zenith expects television and video will have a combined 49% share of global “display” – a higher share than television ever achieved on its own. Further, linear TV’s share is projected to drop to 29.9% in 2021, the lowest point since Zenith started tracking the medium in 1980.
What: Programmatic ad spend will account for about a third of display and video expenditures this year, or about US$14.2 billion, up 49% compared to 2014. Why it matters: In adition, programmatic ad spend will reach US$37 billion by 2019, accounting for half of display and video expenditures. That’s an average annual growth rate of 31% over the next four years.
Programmatic ad spend will account for about a third of display and video expenditures this year, or about US$14.2 billion, up 49% compared to 2014, according to a just-released study from IPG Mediabrands’ Magna Global.
The report suggests programmatic ad spend will reach US$37 billion by 2019, accounting for half of display and video expenditures. That’s an average annual growth rate of 31% over the next four years.
The U.S. is leading the global adoption of programmatic with US$7.7 billion of transactions expected in 2015, per the Magna study. The U.S. represents 54% of the global programmatic market. Programmatic transactions will represent 43% of total display and video dollars this year in the U.S., growing to 62% by 2019.
The U.S. is leading the global adoption of programmatic with US$7.7 billion of transactions expected in 2015
Real-time programmatic will represent 81% of total programmatic this year, per the study, with most transactions occurring on open exchanges or through invite-only exchanges with additional constraints but ultimately auction-based pricing.
The largest markets in programmatic dollars are the U.S., UK, Japan, China and Germany. In the U.S. and UK, programmatic spend already represents nearly half of total banner display and video dollars spent.
Programmatic markets are developing in significantly different ways. In North America, Western Europe and Australia, established premium digital sales channels were already in existence when programmatic trading was introduced. As a result, publishers in these markets typically introduce premium inventory through their own controlled environments such as publisher cooperatives, a concept that originated in France.
By format, Programmatic is still dominated by display. In 2015, display formats will represent 74% of total programmatic spend. By 2019, however, video dollars will represent 55% of total programmatic dollars, up from today’s 26% share.By device, programmatic is still dominated by desktop formats. In 2015, Magna expects 72% of programmatic dollars to be spent on desktop platforms. By 2019, however, desktop and mobile will be evenly split, each claiming half of the total programmatic spending pie.
Magna Global, the forecasting unit owned by IPG, recently published its 2015 Global Advertising forecasts showing Latin America as the highest growth area worldwide, with LatAm expected to see almost a 13% uptick in 2015 after jumping 15% in 2014. Portada interviewed Shaffia Sanchez, President, MAGNA Global, World Markets, in order to understand the rationale behind the forecast as well as to ask for more data and insights into how the Latin American Advertising and Media markets are going to behave in 2015 and beyond.
Portada: Your press release does not include actual market (country) volume advertising expenditures forLatAm, but can you please provide them for 2014 and 2015? Shaffia Sanchez, President, MAGNA Global, World Markets: For Brazil we expect US$ 19.5 billion in 2014 and are forecasting US $20.6 billion in 2015. For Mexico, we are expecting US $6.2 billion in 2014 and have a forecast of US $6.7 billion in 2015.We are expecting US $6 billion for Argentina in 2014 and US $ 9 billion in 2015. (Argentina’s US $ figures are artificially high due to high local currency inflation and a fixed exchange rate policy).
Portada: We understand that the relatively high growth rate for LatAm is mostly because fixed exchange rates in Argentina and Venezuela and high inflation in those countries. Is that right? However, if so, at some point (2015 if not 2016) these countries will have to devalue their currencies and how will this impact overall LatAm advertising growth rates? S.S.: “That is correct, advertising costs are reflecting overall economic inflation. But, if a future devaluation was capable of curbing inflation, which didn’t really work in Argentina this year for example, then the nominal rate of media cost inflation would also slow down. We follow the economic outlook provided by the IMF in their latest WEO update and they are forecasting the current levels of inflation to remain constant in the next couple of years.”
In Your forecast press release, You say “social” is going to be the number 2 media within digital by 2019. Can you please define “social” exactly, meaning are these display ads on social media properties or what exactly? S.S.: “By ‘social’ we are referring to any format carried by social media networks like Facebook,Twitter, and LinkedIn. We do not include peer-to-peer video networks.”
Currently Online Video is only 1% of Television advertising in Latin America.
Do you have a forecast for the LatAm market volume of online video? And regarding this do you see substitution of Pay TV/TV budgets into online video? S.S.: “Video advertising had a volume of US $316 million in 2014. It grew 51% from 2013 and it is forecast to grow by 41% in 2015. However this high growth rate happens from a very low basis. In fact, online video advertising is not even measured by local IABs in most LatAm countries. It amounts to only 5% of digital media advertising in the region, or 1% of television advertising, so there is still plenty of room for growth without necessarily taking budget out of traditional television. By 2019 it will grow to 5% of total television spend, and even at that point, there will be limited substitution. In North America, digital video accounts for 8% of total Internet ad dollars and in APAC it’s 10% so LatAm is lagging behind with 5%. This can be due to lower broadband penetration and bandwidth availability and/or because local broadcasters have not yet made all their content available on free ad-funded catch-up online VOD platforms such as Hulu in the United States. Digital video ad spend is equivalent to just 1% of television advertising in LatAm, compared to 8%-10% in North America, Western Europe and APAC. The concept of ‘substitution’ has recently become a point of discussion in North America as traditional TV revenues have slowed down in 2014, and part of the reason might be transfers to online video. It’s easier than ever in the U.S .for full episode players like Hulu to provide a safe environment for mainstream brands, plan and track against traditional TV, and the cost per thousand is similar, too. I suspect none of those factors are met yet in LatAm.”
Do you see mobile video (with its lower pricing, ultimately curbing growth of online video advertising expenditure in LatAm as E-marketer predicts for the U.S. Market.) S.S.: “For the same reasons outlined above, mobile video in LatAm is also lagging behind other regions. We estimate that only 9% of digital video dollars were generated by “mobile” insertion in 2014 (smartphone and tablets) compared to 18% globally and 20% in APAC. Between now and 2019, we forecast a 67% growth overall and a 20% reach of digital video dollars. We don’t see the lower price being a major inhibitor.”
We estimate that only 9% of digital video dollars were generated by “mobile” insertion in 2014
How much digital media is being bought programmatically in 2014 in terms of the overall digital ad market (percentage) & how do you see that ratio (percentage) evolving up to 2019? S.S.: “According to our 2014 Programmatic report, automated transactions (incl. RTB-Real Time Bidding) represented US $500m this year in LatAm (top 7 markets) i.e. 16% of “display-related” digital media (banners+video+social). It will grow to three billion (28%) within the next five years.”
What is your outlook for the Mexican and Brazilian markets in 2015? S.S.: “The World Cup was a boost earlier in 2014 in many of the largest markets, especially in Brazil. While overall it was not as strong a driver as anticipated due to the economic difficulties and social unrest, it still resulted in higher year-on-year growth earlier in the year. Run rates since then have come down so there is less positive momentum heading into 2015. Positive one-time event impact will be seen again in 2016 with the Summer Olympics in Rio. In 2015, many brands might therefore be conservative with regard to ad spending. Mexico grew by 9.4% in 2014, close to expectations.”
What: Globally, media owner advertising revenues are forecast to grow by 6.4% in 2014 to US$516 bn, according to a report by Magna Global. Why it matters: Following this forecast, Latin America will have a 15% increase driven by the digital media strategies related to the Soccer World Cup, especially mobile platforms which account for 27% of market share.
Of the US $31bn of additional advertising expenditures expected in 2014, almost 60% (US $10bn) will come from North America and Emerging Asia (US $8.5bn),according to Magna Global, IPG mediabrands´ global media strategy unit.
In terms of individual markets, US and China markets will provide nearly 50% of the world market’s growth (US $9.5bn and US $5.5bn respectively) followed by Brazil and Indonesia (US $4.5bn combined).
Global advertising growth (2006-2019)
The combination of a improved economic outlook and record incremental spend generated by several non-recurring events will boost marketing activity ( mid-term elections cycle, The Winter Olympics, The Soccer World Cup) will be key in generating the strongest annual advertising growth since 2010 (8.4%).
In the US, media owners advertising revenues are forecast to grow by +6.0% this year, to US $168bn- an increase from December 2013 forecast of +5.5%- thanks to an improved economic outlook and non-recurring events: 2014 mid-term elections,sports events worldwide and the implementation of the Affordable Care Act.
Non-recurring 2014 sport events will contribute to global TV growth (+7.2%) compared to 2.7% growth in 2013.
Advertising growth by major geographical regions (2013-2014)
Digital media continues to grow by double digits globally, although the growth rate will slow-down slightly due to the maturity achieved in many markets. Still, digital spend will increase by %16 this year to nearly US $140bn and 27% global market share (2013: 25%).
Of that US $20bn in additional spend, the bulk will come from social media formats (US $4.5bn), search (US $10bn) and video (US $2bn), while non-social, non-video display formats (e.g. banners) are stagnant globally and experiencing a steep decline in several mature markets.
Mobile media (campaigns on smartphones and tablets) is now capturing the bulk of digital media growth. In 2014 it will grow by US $10bn to US $27bn, a growth rate of 61% compared to just 9% for non-mobile formats, and -1% for non-mobile display.
The advertising economy in Latin America continues to grow, and according to our report is the only region that will have a growth rate of double digits, reaching 15% by the end of 2014.
“Although inflation plays an important role, there is no doubt that the eyes of advertisers are set on the Soccer World Cup in Brazil which has just started. This event is the key driver of the advertising industry in Latin America this year,” said Shaffia Sánchez, President, World Markets, Magna Global.
Advertising growth in LatAm and U.S.
Latin Americaadvertising revenues will grow by double digits again (+15.4%) in 2014.
This growth is mostly driven by higher-than-expected economic inflation (especially in Argentina, following the peso devaluation earlier this year) and by soccer madness as the World Cup returns to Latin America for the first time in 30 years.
This is despite an economic environment that is anything but buoyant: the IMF recently cut its real GDP growth forecast from 2.9% to 2.5%, thus predicting further slow-down compared to the already-sluggish 2012-2013.
Driven by inflation of media costs, ad spending is expected to grow by 28% to 35.5 billion pesos (US $ 6.3 billion approximately according to the official exchange rate in 2013 of 15.46) this year , even though the economy is in a period of downturn about to enter recession (0.5% of real GDP growth forecast by the IMF).
The advertising market in Argentina has also experienced a big boost because of the World Cup to be played in Brazil, its neighbor and rival country.
TV is expected to grow advertising revenues by 30%. Spending on digital media will have an increase of 35% taking into account the relatively low market share of 8.5% driven by social and mobile formats.
This is bound to bring incremental spending from domestic and international advertisers and drive media inflation well above general inflation despite the sluggish economic environment (1.8% real GDP growth) and social discontent, relieving economic hardship.
Although there was a cutback in the long-term growth forecast, the high single-digit growth between 2015-2019 and 2016 Rio Olympic Games should help Brazil to leave the # 6 position as the largest advertising market in 2013 to be located at # 4 position towards 2019.
Chile is some kind of economic stability oasis in South America. Reflecting a growing economy, the advertising market will increase 2.6% in 2014 reaching US $ 1.4 bn and reaching 5.1% in 2015, which is a decent growth if taken into account the low inflationary environment.
Television and newspapers are the major media categories in Chile with 49% and 22% market share respectively.
Colombia has shown a robust growth in recent years. Advertising spending had a higher growth than GDP growth for five consecutive years.
An optimistic outlook for 2014 forecasts a 7.6% advertising growth reaching almost COP 9,700 million (US $ 5.2 billion), slightly above the nominal GDP growth of 7.0%.
Ad growth will be driven by an expansion in the economy (4.5% growth in real GDP with moderate inflation of approximately 3% per year) and strong consumer confidence.
Television is the leading category in media, accounting for two-thirds of total advertising spending.
The advertising market in Mexico is valued at more than 72 billion pesos (US $5.7 bn).
Despite a slow start this year, the market grew 5.0% in 2013, which was even faster than economic growth (nominal GDP growth of 3.1%). Amid an economic acceleration (+6.2% of nominal GDP) advertising spending will have an additional growth of 8.5% in 2014.
The market is controlled by television with 60% market share.
Television will get the greatest benefits of the World Cup 2014 because TV ad spending will grow by 7.0%. As a result of soccer popularity in Mexico, its’ ad spending is expected to increase by US $ 35 million this year just by the presence of Mexico in the World Cup.
North America In the US, media owner advertising revenues will grow 6,0% in 2014,reaching US $ 168 bn.This shows an increase compared to December 2013 forecast of +5.5%.
The main growth drivers are the improved economic outlook and record incremental spend generated by several non-recurring events. The biggest of those events is the mid-term elections cycle followed by the Winter Olympics.
The soccer World Cup will be make a modest boost at the scale of the entire market, but a significant one in the Hispanic television sector. Another one-off spending driver this year is from insurance companies, healthcare institutions and local governments communicating around the implementation of the Affordable Care Act.
As always, US television will benefit the most from the non-recurring drivers of 2014, with advertising revenue growth of +8.3%, following 2013’s stagnation (-0.6%). National TV benefitted from the Olympics in the first quarter. Local TV will gain from political and health-related campaigns throughout the year. Hispanic TV will be boosted by the soccer .
What: IPG Mediabrands announced the launch of Cadreon, its programmatic buying capability in Latin America that will operate through a central hub in Chile. Why it matters: This unit will service more than 10 markets in the region, where Real Time buying is expected to grow by 67% in 2014 reaching US $836mm.
IPG Mediabrands, the media innovation arm of Interpublic Group, has announced the launch of Cadreon, its programmatic buying capability in Latin America with a central hub in Chile servicing more than 10 markets in the region.
This launch is part of an expansion strategy of Cadreon’s programmatic buying service operating in more than 25 countries across the globe.
In Latin America, Cadreon counts on a team of specialist in Chile working with representatives in Argentina, Colombia, Central America, Ecuador, El Salvador, Peru, Uruguay, Mexico, Brazil and Miami where they offer pan-regional services. The Cadreon team in Latin America will bring a series of services to the region including: identifying audiences and creating customized marketplaces for each client to connect with their consumers across multiple platforms.
Cadreon is one of the core specialist capabilities offered under Mediabrands Audience Platform. Its’ specialized digital performance platform integrates technology, data and inventory to target audiences in real time. Operating as an independent media buyer, Cadreon will integrate inventory and data from multiple- domestic and international -demand side platform (DSP) partners, therefore maximizing the effectiveness and efficiency of digital communications across digital display, online video and mobile platforms.
Cadreon’s mission is to find the right audience at the right time and is mainly driven by its´proprietary technology Total Tag, which enables the data collection and deep audience insights that drives further optimization of campaigns. The integration of all the capabilities, when deployed and utilized appropriately enables significant performance improvements for clients.
Unlike many other agency trading desks, Cadreon does not purchase media inventory in advance and does not arbitrage media inventory,so that it can ensures that inventory is purchased in real time and clients enjoy the true efficiencies of real time bidding (RTB).
The future of Programmatic buying
The study : “The International State of Programmatic” carried out by MAGNA GLOBAL , forecasts that Real Time buying will grow by 67% in Latin America in 2014 (US $836mm) and global programmatic buying will reach a CAGR of 31% by 2017.
Brazil and Mexico were identified as the most advanced programmatic markets in the region.
The study also predicts that by 2017, RTB will have a market share reaching 25% of the total display spend in the region. However, it reveals that in the near future the overwhelming majority of non-premium inventory will be transacted through programmatic, primarily through RTB.
Marina Mendez, Regional Director of Mediabrands Audience Platform (MAP), said, “Cadreon, our RTB platform, allows us to find and create specific audiences in Latin American by using DSPs drivers and Big Data. We have invested in talent and resources to make Cadreon a solid network in the region and to ensure excellence in ROI.”
“With Cadreon we want to change the concept of media planning to ‘audience planning’, always adjusting the target in the purchases of display advertising for our clients to fulfill their communication objectives,” said Luis Contreras, Director of Cadreon in Latin America.
Spark has won ConAgra’s, the food and grocery products giant, media buying and planning account. Spark already held ConAgra’s digital media business, which it won away from MediaCom in 2011. Now ConAgra is again moving its approximate US $150 million ad spending account from incumbent MediaCom, which had handled the reins for more than 10 years. Spark continues to land new accounts after only two years of converting to a major full service agency. Last month it won the US $40 million REI account away from OMD. In the past year it has pulled in more than 15 new pieces of business with expenditures totaling US $800 million.
Mondelez plans to spend half its Ad budget on digital By 2016.Therefore, is expanding its social media campaigns to more “challenged” brands such as Trident and its other gums.According to the company’s North American president Mark Clouse, its digital platforms have proven to drive twice the ROI of traditional TV advertising. He pointed to an Oreo promotion on Twitter where free packs were given to the first 20,000 people who sent a tweet to a particular hashtag. He said the Oreo Facebook site has 35 million fans and social media has helped the brand double its sales two years in a row. Expanding ad dollars in digital to 50% in three years would be at the top end of the ad dollar shift.
Magna Global has committed about US $100 million of clients’ marketing dollars (including agencies like Initiative and UM) to Google properties, such as YouTube, the Google online display ad network and its mobile platform. It’s the first time Magna has struck such a deal with Google, which last year did similar deals with MediaVest and Publicis digital agencies. Following the deal, Magna gets access to Google ad research data.This deal is similar to that achieved by Starcom MediaVest Group made with Microsoft and its digital properties. All these deals are now including ‘first looks’ at consumer research from the digital platforms that will help the agencies better target their ads for clients.
The Latin Rock musician Juanes (photo) introduced Ram 1500 latest spanish-language commercial in their extended partnership on the “A Todo, Con Todo” (“To Everything, with Everything”) Spanish-language advertising campaign. The new TV spot featuring Juanes’ new hit single “La Luz” (“The Light”) is the final part of an ad series promoting the 2014 Ram light-duty truck centered on Juanes and his road crew.The new “A Todo, Con Todo” prominently features Juanes performing “La Luz” on stage while also focusing on his road crew’s efforts to set up for his concert “once the lights go out.” Juanes and his crew relied on the Ram 1500 to move heavy stage equipment from city to city so they can deliver fan-pleasing performances.The 30-second Ram spot, both continues the campaign’s emphasis on the values of hard work and determination shared by the brand and Latin cultures, and highlights the innovations of the 2014 Ram 1500.it also highlights the idea of how they have both worked together to deliver a performance for music fans and truck owners alike.Launched in December 2013, “La Luz” is Juanes’ latest single of the album “Loco De Amor,” scheduled for release on March 11, 2014.The Spanish-language Ram Truck TV ad will run nationally on the Univision and Telemundo networks.
Budweiser launches “Rise As One” global marketing campaign on behalf of its sponsorship of the upcoming 2014 FIFA World Cup Brazil. As the official beer sponsor of tournament, Budweiser has designed a platform under the “Rise As One” thematic, which will serve to celebrate the moments that unite and inspire fans of the game around the world. Budweiser’s Rise As One campaign will be unveiled to a national audience with the first new TV spots breaking online on March 5, 2014, which will showcase the passion of fans across the world as they come together to celebrate the tournament. The campaign will have global reach through a unified platform including new television and out-of-home advertising, as well as local market activations and initiatives to engage fans in-store, online and across social channels. Additionally, Budweiser will develop and distribute global broadcast and digital FIFA World Cup related content through strategic media partnerships, the details of which will be revealed in the coming weeks.Furthermore, Budweiser unveiled its unique packaging for the tournament, featuring the iconic FIFA World Cup Trophy coined in 1974.
Verifone has launched a Spanish-language campaign to get New York City’s green taxis equipped with its proprietary payment systems. The message for the campaign is“Ponte Pa Lo Tuyo”, which in English would be would be “Get with it and start making money”. The campaign includes television, radio and print ads. There are a total of three television and radio spots produced by the Epic Sugar agency , and then broadcasted through multiple TV and Radio outlets in and around New York City. A asingle print ad creative will be advertised over the course of 12 weeks on El Diario in NYC.
Amazon signed a digital video ad deal with Geico. Geico, will be presenting sponsor for Amazon’s upcoming pilot season when a new group of series pilots produced by Amazon will be streamed through its Amazon Prime Instant Video service.Geico will run ads on the landing page and 15-second spots streamed before each series. The deal also includes ads across Amazon.com, on the Kindle Fire ‘wake’ screen and on Amazon-owned site IMDB.com.This ad deal puts Amazon in competition for advertising with other streaming video sites such as YouTube, Hulu, Yahoo and AOL, along with TV networks.
Telemundo Media partners with Dr Pepper to celebrate one of a kind novella talent through a multiplatform campaign.The campaign is aimed at US Hispanics to celebrate Telemundo’s unique relationship with its talent. This partnership features a close look at the personal and professional lives of three Telemundo novela megastars, and their unique stories.The three “Unicos” are: Litzy, one of Mexico’s television and music stars; Carmen Villalobos, one of the most young telenovela actresses, who stars in the upcoming second season of “El Senor de los Cielos”; and Eugenio Siller, Hispanic television’s leading man and star of Telemundo’s new original production “Reina de Corazones.” This campaign is integrated and multifaceted, but everything spins around Los Unicos dedicated custom digital hub. Each of the three stars will be showcased in their own six-part Web series featured on the digital hub, which also includes custom co-branded banners, photo galleries and the ‘Rank It’ tool that lets fans comment on this campaign. The three stars will also promote their stories on their own social media sites and across Telemundo’s social-media pages. This campaign will receive support via on-air promotion during Telemundo’s “Un Nuevo Dia” morning show and its “Titulares y Mas” sports series, as well as through cross-promotional segments on Telemundo’s sister cable network mun2’s “Reventón” and “mun2 Pop.” Dr Pepper will be integrated in Telemundo’s prime time “Reina de Corazones” series, which will be supported by tune-in messages. Deutsch L.A. is the agency that developed the campaign’s English and Spanish versions for Dr Pepper. The multiplatform campaign includes a 2014 Dr Pepper and Telemundo co-branded calendar featuring 12 Telemundo superstars, which will be distributed by Dr Pepper as a gift, with purchase of Dr Pepper products.
Nascar and ad agency Ogilvy & Mather, New York, will challenge the image of drivers as beer-guzzling good ol’ boys as part of a new brand campaign breaking during Fox’s telecast of the Daytona 500.This will be Ogilvy’s second big campaign for Nascar and will not have a tagline. Instead, all the spots will direct viewers to Nascar.com at the end.Ogilvy’s three new brand spots are designed to work together to promote Nascar’s new 2014 season. Mr. Johnson, Mr. Edwards and Mr. Kahne , riding bikes, jumping rope and kickboxing as well as shots of three of them and their respective race cars being prepped for the track. “Which is the machine?” asks the spot:
Another 60-second spot will focus on how kids see drivers such as Danica Patrick, Dale Earnhardt Jr. and Tony Stewart as “heroes.”Here is the spot:
The last an also 60-second spot called “Change” will highlight the evolution of the sport from its beginnings to billion-dollar present. The spot will feature clips of legendary drivers such as “The Intimidator” Earnhardt as well as a clip of the famous Cale Yarborough vs. Donnie Allison brawl at the Great American Race in 1979 that put Nascar on the map as national TV property. The “heroes and the villains” may change, notes the spot, but Nascar is still Nascar:
As nearly 50% of Nascar fans are women, the spots were first thought for this audience but also to appeal the male audience as well so as it had a serious tone too.
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As EVP, Managing Director, World Markets, MAGNAGLOBAL, Shaffia is leading MAGNAGLOBAL’s investment strategy and media performance across key regions globally.
Shaffia’s expertise and unique insider’s understanding of the challenges clients face today represents a valuable asset to MAGNABLOBAL and the IPG Mediabrands family of agencies.
In addition to investment strategy in World Markets, Shaffia is also charged with delivering consistent, competitive performance with media partners, as well as working closely with MAGNAGLOBAL’s Intelligence division to maximize efficiencies and ensure IPG Mediabrands’ clients are accessing powerful insights and intelligence analysis to drive strategic investment for their brands.
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