ANA Marketing Musings

The Emerging Media World

One hundred years ago all we had to talk about was print media and the ROI on print media, now we have new tools in the digital and social media world. Today I will go into detail about digital and social media including how we use these tools to build brands.

Sponsorship and Event Marketing

Sponsorship and event marketing is a great way to engage consumers that have a significant viral impact. Today I will be going into more detail about why companies are spending more time on sponsorship and event marketing.

Measurement Across the Board

A few years ago marketers were pushed more aggressively to provide measurements to better understand the relative outcome of marketing investments. Today I will be talking about measurement across the marketing industry as a whole.

Food Advertising & Marketing to Children

Food advertising to children has been subject to a lot of conversations over the past few years. A few years ago the marketing community created the food and beverage initiative. However, recently the government has released a few disturbing new communications regarding marketing to children. Today I will be talking about food advertising to children.

Privacy and Self Regulation

Recently a draft of legislation was created to address privacy situations both in the online and offline communities. Most legislation can do quite a bit of damage to business in Internet advertising. Today I will be talking about privacy and self regulation. 

Socially Responsible via Ad Council

Marketers must be socially responsible. We have to keep the benefits and wellbeing of society at the forefront as we pursue our advertising and marketing objectives. Today I will be talking about social responsibility and the Ad Council.

 

The Marketing Supply Chain & Ad-ID

Today I will be talking about the need to make the marketing supply chain more productive and more cost efficient. The use and deployment of Ad-ID provides the basis for substantial benefits for the entire ecosystem.

Calling All Advertisers--Participate in a Pilot Study of the GRP Model!

By Guest Blogger, Douglas J. Wood

In 2009, through the collective bargaining process, advertisers won the much sought after right to test the impact of a potentially paradigm shift in how they pay actors in all nationally televised commercials.  This model -- the GRP Model -- uses audience delivery (GRP’s attained) as the key compensation variable, in line with the way advertisers budget and measure the results of advertising spend and their ROI.  Today, residual payments to commercial talent are calculated using an outdated, complex formula mostly based upon number of airings with no relationship to ROI.

Tomorrow could be the dawn of a new era where residual payments will be calculated based on GRP's, but this shift cannot happen without your help.

The Joint Policy Committee (JPC), the advertising industry’s multi-employer bargaining group established by the ANA and 4A’s to negotiate with SAG and AFTRA, are inviting advertisers to participate in a Pilot Study of the GRP Model that will determine how the industry moves forward.  The Pilot, being designed and conducted by PricewaterhouseCoopers, will compare the aggregate amount currently paid by the industry for commercial talent with the amount that would be paid using the proposed GRP Model.  The Pilot can work, however, only if we have enough advertisers participating.

Here’s why you should participate in the Pilot:

• The industry and the unions could accept the GRP Model as early as April 1, 2012.  If accepted, the GRP Model will be the sole methodology to pay union talent appearing in nationally televised commercials that air on broadcast, cable, syndication and/or unwired networks.  And in the future, the principles of the GRP Model will be extended to all broadcasts, replacing the current system in its entirety.  Advertisers and their agencies that participate in this Pilot will benefit significantly with insights to the precise impact the GRP Model will have on their budgets and systems.

• At the conclusion of the Pilot, the results will be reviewed and – if necessary - adjustments made to the talent payment formula so that in the aggregate there will be no significant increase or decrease in the total amount paid by the advertising industry to the talent as a whole.  However, there may be shifts among individual advertisers.  Wouldn’t you want to know how you’ll be affected and be part of the focus on adjustments?

• PricewaterhouseCoopers is highly experienced in protecting sensitive client data.  They understand the data shared is proprietary and extremely confidential and will treat it as such by using SFTP sites allowing for encryption.  So you can be assured all of your data will be protected.

To participate in the Pilot, you’ll need to notify your talent payment company and media buying agency and authorize them to release the following data to PricewaterhouseCoopers:

TALENT PAYMENT COMPANY	Talent Use Authorization Final Cast/Completion Report Performer Session Information Performer Session/Holding Information Residual Amount (including session fees, holding fees and guarantees)
MEDIA AGENCY	Weekly media schedules from the prior week (no costs or ratings estimates) Affidavits of actual airings

So don’t be surprised if you get a call from the ANA, the 4A’s or the JPC with an invitation to participate.  Please be part of this groundbreaking study and be a step ahead if the GRP Model is adopted.  Or better yet, call or email Douglas Wood, the JPC’s Lead Negotiator or Allan Linderman, the JPC’s media consultant.  You can reach Doug at dwood@reedsmith.com or (212) 549-0377 and Allan at allan@lindermanmedia.com or (805) 498-5163.

The choice is simple – be a part of the future or a relic of the past.

The Craft of Marketing

Today I will be talking about the craft of marketing and its advancement over the years in traditional media and the digital realm.

The Role of Agencies

Today I will talk more about the role of agencies focusing on integrated marketing.