Morning Update: Mattel shops $150m media account; the USO – biggest brand in history?; why viewers love live TV


Ad Age: Mattel Shops $150 Million Media Account

Mattel is reviewing its $150 million media planning and buying account in the U.S., according to people with knowledge of the matter.

The request for information, which was sent to agencies last week, includes both planning and buying for all Mattel brands, Ad Age has learned. It is unclear whether Mattel will bring on one or two agencies to handle the business.


Ad Week: 10 of the Stars Who’ve Made the USO the Biggest Celebrity Brand in History

Can you name the brand that counts more celebrity endorsers than any other in existence? A brand that’s understood the power of having famous names and faces behind it for longer than many brands have even existed?

And consider this: The brand not only has Hollywood’s A-list lining up behind it, it doesn’t pay a cent for the support. It’s the United Services Organizations—or USO for short—and, in fairness, it isn’t a brand you can buy in stores or online.

Marketing Week: Advertisers underestimate consumer appetite for live TV

New research from Thinkbox shows a significant disparity between advertisers’ assumptions of TV viewing habits and real consumer behaviour.

In the on-demand era of Netflix and Amazon Prime it can be easy to think viewers are migrating in droves from TV to online. Advertisers could, however, be missing a trick by underestimating consumer appetite for TV.

Mumbrella Asia: Don’t bury your brand in content marketing or risk backlash warns Facebook creative chief

Companies attempting to hide their brands in content marketing campaigns are making a fatal mistake, Facebook’s top creative for Southeast Asia has warned.

Valerie Madon, head of Creative Shop for Facebook in Southeast Asia, explained that audiences will react with anger upon discovering that an excellent piece of content is branded, and that “there’s no reason why brands should be shy of putting their logo on something good.”

Campaign Live: REDPILL and Volvo: how clever native makes online advertising work

Online advertising can foster goodwill, emotion and brand engagement like no other media – if done well. But a lot of brands still put their budget behind traditional advertising.

“I listened but I didn’t always follow,” says Zlatan Ibrahimovic in Volvo’s #MadeBySweden campaign. It’s a cinematic, emotional production about one of the world’s best footballers – and where he’s come from. It’s had over 6.5 million YouTube views.


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