Adweek | April 18, 2016 | Vol

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DITCHING THE PARTIES | Q&A WITH SAMANTHA BEE | BROADCAST SCHEDULERS THE VOICE OF MEDIA | APRIL 18, 2016

UPFRONT PREVIEW

TheNew Guard TURNER’S DAVID LEVY, DONNA SPECIALE AND KEVIN REILLY REINVENT THE ENTERTAINMENT NETWORKS’ PROGRAM SLATES AND AD LOADS. BY JASON LYNCH

SNAP IT!

REAL-TIME UPFRONT COVERAGE PROGRAMMING

#1 DESTINATION FOR ORIGINAL PROGRAMMING #1 SHOW ON TELEVISION THE WALKING DEAD #1 LATE NIGHT SHOW ON TELEVISION TALKING DEAD TOP 3 PREMIERES IN CABLE HISTORY FEAR THE WALKING DEAD, INTO THE BADLANDS, BETTER CALL SAUL

©2016AMCNetworkEntertainmentLLC.AllRightsReserved.Source:NMR.CY’15,Prime.A18-49,C3.#1Destination:OriginalProgramAvgamongBroadcast&Cablenets,exclsports,specialsandrepeats.#1Show:A18-49,C3.RankamongPrimeprograms,exclsports, specials & repeats for CY’12-CY’15. #1 Late Night: A18-49, C3. Rank among all talk show format programs, excl repeats for CY’12-CY’15. Top 3 Premieres: A18-49, C3. Top premieres: Historical ratings through CY’15, C3 data available ’07 to current, Prime Cable Series Premiere t/c. ADWEEK | APRIL 18, 2016 | VOL. LVII | NO. 14 UPFRONT CntsTHE WEEK 4 Facebook’s 10-year plan; Crackle on demand; Advertising Week Europe.

TRENDING 8 Upfront extravaganzas are so done; VR’s next wave; inside agency hackathons.

VOICE 14 Grey’s Per Pedersen on why creative awards matter.

DATA POINTS 16 How millennials consume streaming music.

MOVER 18 Bloomberg’s Scott Havens.

FACETIME 19 THR hits NYC.

PERSPECTIVE

BRAND NAME 39 The dream of nurturing a newborn thanks to American Girl dolls and accessories.

SWIPE 41 COVER STORY Livestreaming camera; app-connected Moleskine notebook; UnderArmourﬁtness Turner kit. PORTRAIT 43 Blaine Lifton’s Time Hyperbolous. The home of TBS and TNT heads SPACES 44 into the upfronts bristling with LittleBits inspires 20 invention, and so does program and ad sales innovation. its workspace.

RIGHT ON SCHEDULE INFO DIET 45 A close look at the ﬁve broadcast Underground’s network execs who decide what Christopher Meloni. you see, when you see it, and what advertisers buy in prime time. 28 LOOK BACK 46 The fabulous Richard Simmons.

From left to right, David Levy, Kevin Reilly and Donna Speciale at the company’s

COVER AND THIS PAGE: SASHA MASLOV New York ofﬁce. ADWEEK | APRIL 18, 2016 3 THE WEEK IN MEDIA AND MARKETING MOOD BOARD The Week Upfr nt In Emojis

TNT orders revival of TalesFromthe CryptfromM.Night Shyamalan.

TOP STORY Here Come The Robots

BOTS WERE BIG NEWS AT Sony’s animated Emoji FACEBOOK’S F8 SUMMIT LAST Movie to feature Spotify, WEEK. BY CHRISTOPHER HEINE other smartphone apps in plot.

If Facebook’s annual F8 developers conference was any indication, the tech giant wants to dominate your life. CEO Mark Zuckerberg laid out a 10-year plan that looks to transform his company into a massive, all-things- virtual endeavor that’s part amusement park, part tech-utilities garden. It aims to be leading the following frontiers: virtual-reality platforms and devices like Oculus Rift; 360-degree cameras; Sprint livestreaming—even with drones; pulls ad in Messenger chatbots and other forms of which woman calls artiﬁcial intelligence; and wearables. T-Mobile “ghetto.” On chatbots, in particular, Zuckerberg said: “We think you should message a business just the way you would message a friend. To order ﬂowers on 1-800-Flowers, you never have to call 1-800-Flowers again.”

NBA Board of Governors approves sale of sponsorships on player jerseys. ILLUSTRATION: MATTHEW BILLINGTON MATTHEW ILLUSTRATION: 4 APRIL 18, 2016 | ADWEEK

THE WEEK

“When you tell a 22-year-old to ‘turn of the phone, Crackle NEWS don’t ruin the movie,’ they hear ‘please cut of Headed to your left arm above the elbow.’” Cable TV AMC Entertainment CEO Adam Aron, to Variety. the theater Crackle just inked its ﬁrst chain said it may allow texting during movies, but distribution deal with a cable reversed course following Twitter backlash. provider. Sony’s ad-supported streaming service, which includes shows like Jerry Seinfeld’s Comedians in AD OF THE WEEK Cars Getting Coffee and Agency: Dennis Quaid drama The Organic Valley Humanaut Art of More, will be available to Comcast’s 22 million video Where is an honest depiction of subscribers this week in time what real women actually do in for the cable operator’s annual the morning? Not in advertising, Watchathon Week. Crackle is according to this hilarious spot set to hold its second upfront from Organic Valley, which this week, following years parodies the perfect world of being part of the Digital of women’s wake-up time, as Content NewFronts. depicted in ads, before offering a —Tim Baysinger much more realistic (and painfully comical) take. The relatable humor nicely positions Organic Valley as a brand that gets women—and whose organic balance protein Whisper Adds New shakes are perfect for their Polling Feature typically hectic day. –Tim Nudd Whisper’s treasure trove of candid omissions by the mobile app’s burgeoning millennial ACCOUNT IN REVIEW and Gen Z audience stands to Nat Geo Leads Engagement be an intriguing opportunity for brands that want to connect with While sports dominate consumers on such personal Americans’ social levels. And that’s essentially the engagement, it’s a idea behind the Venice, Calif.- print brand that leads based tech company’s latest in social interactions. Buick and GMC BIG NUMBER offering—a polling feature According to meant to attract packaged- According to sources with direct Shareablee’s list of 1 goods brands, retailers knowledge of the matter, General the Top 25 Social U.S. Nat Geo 332.3m and other marketers. Called Motors has issued a “blind” RFP Brands in Q1 2016, $170 Whisper Polls, the product has concerning its Buick and GMC brands. National Geographic recently been utilized by the tech This means the company is looking for had332.3milliontotal 2 MILLION company to supply periodicals new agencies to handle the accounts, actions (including likes, NBA 322m shares and more) across like Cosmopolitan, Glamour and which spent nearly $500 million on BuzzFeed’s Facebook, Twitter, 3 Teen Vogue with gratis data for measured media in 2015, according to earnings for 2015, Instagram and YouTube. NFL 168.3m their editorial needs. Brands Kantar Media. Leo Burnett has been which fell short The NBA, NFL, and 4 will have to pay an undisclosed lead creative shop for Buick and GMC of its projected WWE also landed in the WWE 153.4m sum for the polls, as this since 2007, with DigitasLBi handling earnings of topﬁve,followedby development marks Whisper’s digital work. A client spokesperson 5 $250 million. BuzzFeed’s video recipe latest monetization move. —C.H. declined to comment. —Patrick Coffee (SOURCE: FINANCIAL TIMES) platform Tasty. Tasty 143.7m

ADVERTISING WEEK EUROPE LONDON HIGHLIGHTS FOR THE WEEK ARE: IN/OUT MONDAY TUESDAY WEDNESDAY THURSDAY DigitasLBi global CALLING One-on-one Snapchat One-on-one An informal chief media ofﬁcer conversation and Mobile conversation interview with Baba Shetty will The fourth annual Advertising Week Europe with WPP Storytelling: a with Martin Glenn, leave the agency to start kicks off in London on Monday, April 18 chief conversation columnist CEO of The Football his own research and advisory running through Friday, April 22. A hybrid of executive with Nick Bell, and Association, and ﬁrm. Macy’s CMO Martine industry thought leadership, special events Sir Martin vp of content commentator Karen Buchanan, Reardon to depart after 32 and entertainment, the conference draws Sorrell. at Snapchat. Piers Morgan. CEO of Publicis years at the company. The attendees from the brand, media, marketing 5 p.m. , Noon, 10 a.m., London. 4 p.m. , New Republic EIC Gabriel and technology communities. ITV Stage. ITV Stage. IPA Stage. IPA Stage. Snyder steps down. ILLUSTRATION: CARLOS MONTEIRO; SHETTY: MATT GELINEAU MATT SHETTY: MONTEIRO; CARLOS ILLUSTRATION: 6 APRIL 18, 2016 | ADWEEK SUNDANCETV IS THE FASTEST-GROWING ENTERTAINMENT NETWORK. Growth as impressive as our programming.

Source: Nielsen, C3, 2015 (12/29/14-12/27/15) vs. 2014 (12/30/13-12/28/14), Prime (M-Su 8p-11p), Bcast & Ad-Supported Cable, Ent networks exclude news, kids, sports & Spanish.A25-54 (000),

THE A WORD © 2016 SundanceTV LLC SundanceTV © 2016 splashy upfront presentations? splashy upfront 8 oigta hsnwstpwihtecom- the setup—which new this that noting Abruzzese, said individually,” saw we people of lookedatthelist,itwasthreetimesthequalitythecountry.“It’salittlearduous,butwhenIpresentationswiththebiggestagenciesaroundsoiree,insteadholdingaroundadozensmallerIsaid,let’skilltwobirdswithonestone.” “So sales. advertising of Abruzzese, president Discovery’s Joe said be,” should it as good as presentations,andthequalityofpeoplewasn’tatthelistofpeoplewhogetintotheupfrontreallyexpensivetodoabiggala,andwelookedwasn’tgettingmuchbangforitsbucks.“It’scompanybeganrealizingthatitultimately pcalsAeS Over So Are Spectacles WhyTVUpfront H RCYSRN XRVGNA—E TL CONNECTING CLIENTS. STILL WITH EXTRAVAGANZAS—YET SPRING PRICEY THE COMPANIESLIKEDISCOVERYANDA+ENETWORKSAREDITCHING Are TV networks done with with done networks TV Are blowout. year’s last like events holding be won’t A+E THAT’S A WRAP Lastyear,thecompanyscrappeditsupfront THE UPFRONTS ieOrhWnry u the But Winfrey. Oprah like names big with packed tion throwingalavishpresenta- season, upfront each events usedtoholdoneofthebiggest Communications iscovery YJSNLYNCH JASON BY TRENDING diving into the VR ad space. ad VR the into diving 10 Why West Coast shops are are shops Coast West Why etnsa inyWrdadDisneyland. and World Disney client at splashy) meetings still (though intimate more of annualNewYorkeventtwoyearsago,infavortimeandHistory.DisneyChannelendedits Life- A&E, like channels for plans its pitch to country the clients around agencies and companyhasoptedforsmallerdinnerswithNetworksisthelatestconvert.Thisyearthescaled-downmeetingsovermajorevents.A+Ereachingthesameconclusionandoptingfor room.” massive a in somebody with shrimp a having just than better was that meeting so second hour, an for talked and afterwards stayed ofitsusualgala.“Whathappenedalsowas,we one-third just year—cost this continued pany partners.“Basedonthefeedback,”sheadded,“butitfailedtoreallyconnectus”withcoreevp,Disneymediasalesandmarketing,ful,anditmadealotofnoise,”saidRitaFerro,“DoingthatbigNewYorkeventwaswonder- ahufotsao,mr opne are companies more season, upfront Each |

THIS WEEK’S INSIGHTS WEEK’S THIS benefit from hack days. hack from benefit 12 How some agencies agencies some How made alot of noise, New York event ... ‘Doing that big core partners].’ core connect us[with but it failed to really Rita Ferro room than you do that week.” you dothat than room a people in right audience of the alarger have Fox sales, Group. Network “Youtising never president, adver- Tobyaudience,” said Byrne, broader of the front in brand your showcase to opportunity an “That’s major presentation. one via portfolio unified its highlight to wants company the instead, NBCUniversal; ships, client partner- and sales advertising man, chair- Yaccarino, Linda exercise,” insisted amoney-saving dowith to nothing has really event on Monday, asingle into May 16. “This upfronts cable and Univision NBC, its ing significant tweak: NBCUniversal is combin- one with month, next force full in presenting touch.” personal the like they and of it, part a be to want they brands, our respect country the around executives media the think “I for Scripps. marketing and adsales national president of Jon said Steinlauf, attendance,” getgreat for it and support great have “We country. the around talent with presentations major several hosts Scripps and channels, of its for many presentations holds separate Viacom Freeform. including events, tional tradi- the in value see to continue works valuable.” more far be can meetings individual investment chief Scanzoni, Rino said discussion,” stantive for sub- environment an don’t provide and much time up too take information, relevant little provide they because makers decision real the draw don’t really and usefulness their outlived far broader have events “The dars. calen- upfront oftheir big gatherings these air.” on the series [original] I’d aninth have rather $2million, cost to ing go- is that event like an if network, emerging president of Pop. “As an Schwartz, Brad said attend, will big markers” decision “the that when there’s noguarantee especially where, spent else- be better would presentation for ahuge upfront required funds the that gofor to us.” way right the absolutely is “this And of course, the broadcasters will be still still be will broadcasters the of course, And net- and companies other several Still, more of cross to thrilled are far, buyers So finding are meanwhile, networks, Smaller , evp, Disney media sales and marketing and sales media Disney , evp, ocer, GroupM. “The smaller smaller ocer, GroupM. “The 13 global expansion. Why KBS is now eyeing eyeing now is KBS Why

LARRY BUSACCA/GETTY IMAGES 2016 UPFRONT SCHEDULE APRIL 20 21 26 27 CRACKLE MTV LATV Outdoor Channel New York City Center Sportsman Channel World Fishing BET Network MAY 16 17 18 19 NBCUniversal ESPN Turner The CW Fox Univision NCM ABC CBS

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*Dates subject to change

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TECHNOLOGY haptic platform,” actually an 8-by- 9-foot shag rug that serves as a DIY FOR VR kind of physical playpen for virtual experiments. But ad mavens wanted It’s possible to build your own to figure out the best way to tell brand virtual reality play place if The Next Wave stories using head-mounted devices. you’re willing to devote some “Without truly knowing what the time, money and manpower to medium can do, you can’t concept for gathering high-tech pieces and it, and you’ll always be following other learning how to use them. But Of VR Marketing people,” Green said. “We’re learning first, here’s a great hack: Get on a a completely new creative language, platform developer list, like Sony WEST COAST SHOPS ARE DIVING INTO and it’s a different way of looking at or Samsung or HTC, so you can THE IMMERSIVE AD SPACE WITH ON-SITE consumer behavior.” try out the latest gadgets first. The lab is an example of how What you’ll need: VIRTUAL REALITY LABS. BY T.L. STANLEY invested ad agencies, particularly those close to Hollywood’s production and gaming community, are in digging It’s a small, windowless room on the clients like Lexus, The Ritz-Carlton, into the emerging technology. And second floor of ad agency Team One’s Indian Motorcycle and EA. they want to go beyond asking expansive Playa Vista, Calif., complex, Agency execs launched the on-site the question “What can it do?” to yet it’s also a portal for globe-trotting, lab so they could study the still-nascent understanding how it makes people deep-sea exploration and space travel. VR and home grow some of their own feel. (Pro tip: On the most basic level, Or, as executive creative director, experts. They’re banking on what’s if the content dips below 90 frames digital, Alastair Green puts it, “Alice predicted to be a meteoric rise in the per second, it tends to make people stepped through the looking glass, and sensory platform now that consumers motion sick. Marketers are looking for this is the other side.” are starting to lay hands on Oculus Rift emotional resonance, Green said, not Green is describing Team One’s and other sophisticated hardware. projectile vomiting.) newly opened virtual reality lab, The goal wasn’t just to build a tech Saatchi & Saatchi’s Team One a technology geek’s dream and nerve center, though it fits that bill recently created a VR mini-episode the agency’s ground zero for fully with HTC Vive and Oculus headsets, of the ABC hit drama, Quantico, with immersive marketing concepts for 3-D modeling tools and a “low-level Lexus integrated into the 360-degree bonus content. Separately, 180LA, working with St. Jude’s Children’s Head-mounted devices like Research Hospital and Expedia, the HTC Vive, Oculus Rift, launched an immersive campaign that smartphones, Google Cardboard. GEEK let cancer-stricken kids virtually bust Team One’s collection shows ALERT! out of their confined spaces to live the quick progression and their “Dream Adventures.” streamlining of the hardware over Meantime, 360i premiered an just a few years, with models animated VR short for Oreo, dubbed from 18 months ago already the Wonder Vault, that’s racked up 5 looking cumbersome and clunky. million-plus YouTube views to date. VR development station, aka a Santa Monica, Calif.-based RPA’s computer, with the brand ASUS Music From Every Angle, a 360-degree being a hot commodity in the space. video for the new Honda Civic with musician Moses Sumney, has more Development software such than 3.4 million Facebook views. as Unreal (game engine), Adobe The current state of VR in marketing Suite (design tools), Cinema is “a weird and wonderful Wild West 4D (3-D modeling tools); save situation,” said Wesley ter Haar, founder a few bucks with free stuff like of prolific digital production company Unity3D, Blender and Gimp. MediaMonks, who noted that two of every three brand briefs he sees these Enough space for days have a VR element. demonstrations because, as Many ad agencies will continue to Team One’s ecd, digital, Alastair partner with outside vendors, relying Green said, “Clients don’t buy on the expertise of companies like what they don’t understand.” And MediaMonks, Framestore, MPC and The room to expand: AR, HoloLens IF YOU CAN’T Mill for the nuts and bolts of VR content. and other technologies are BUY WHAT But agencies that refine their in- just around the cornner. YOU NEED? house knowledge “will be more adept Team of coders, Build it. Team at big thinking in the space,” ter Haar creative One’s Donnie said. “They get enthusiastic about Plumly and Chad technologists, it, they evangelize the technology. developers. Woods built a new Then they start to push against the super computer medium, challenge us and bring us Caffeine to handle the new something ambitious. That’s when and snacks. VR technology. great work happens.” 10 APRIL 18, 2016 | ADWEEK Our audience doesn’t lip through the channels to nd something to watch, they lip through the channels to nd Univision. We think “loyalist” is a more tting term.

www.Univision.net/Upfront TRENDING

athon, from fostering team building to pleasing clients, far outweigh any drawbacks, like putting agency operations on hold for 24 hours. “We learn from each other better, and people integrate in our community more thoroughly,” Big Spaceship founder and CEO Michael Lebowitz said. Jim Cuene, president of GoKart Labs, agreed that holding an annual event, where innovation is the central focus, helps bring the team together. Pushing an agency to be creative and work with new people on a tight deadline, he said, “creates experience diver- sity and gives you a chance to think outside your daily domain.” Kettle held its ﬁrst hack day, dubbed the Kettle Royale, in 2013 to demonstrate that great ideas can be conceived and executed quickly. Imposing a one-day deadline “changes the way our team approaches their own client work,” Paul Munkholm, Kettle’s director of strategy, said. Plus, clients love Hacked! (Clockwise from top left) to get involved and feel they’re contributing A Twitter game that pits celebrities to the creative process. Both Mad Libs and against each other came out of Big Spaceship’s hack day in March. OPEN Forum—an online community for Kettle built an iOS app for client business owners powered by American Ex- Mad Libs. At an annual GoKart press—have sat in on Kettle’s hack days and Labs hackathon, the team worked have walked away with newly designed apps. on new businesses that the agency While getting the client involved is a would launch and then sell off. plus, some agencies find that beginning with an internal brief is the best place to INVENTION start. Keeping the client in mind though is key. Lebowitz said clients continue to appreciate Big Spaceship for its “deep understanding of internet culture,” and knowing Agency Hackathons what will resonate and socialize online. With that in mind, the agency tailored its most recent hack day brief to focus on quirky social media concepts. Are Catching On One winning idea was an emoji-powered Twitter game that pits moguls like Repub- INTENSIVE TEAMWORK CAN LEAD TO CREATIVE lican presidential candidate Donald Trump BREAKTHROUGHS FOR CLIENTS. BY KATIE RICHARDS and hip-hop star Kanye West against each other in a battle to the death. Another cata- logs the best memes from the 2016 election in one place and allows users to vote for their hen Kettle landed Minneapolis-based GoKart Labs holds an all-time favorite. “Culture and behavior will the Mad Libs ac- annual GoKart 600 invention event, while lead us to breakthrough ideas that socialize,” count over a year Big Spaceship in Brooklyn schedules three Lebowitz argued, and taking a step back from ago, the New York- hack days a year. Agency leaders agree that client briefs helps accomplish that. based agency’s first the beneﬁts of dedicating a day to a hack- While the Kettle team argued that a hack task was to develop day may not be ideal when coming up with an iOS app, fast. With no time to waste, new creative work or content for a cam- Kettle held an agencywide hack day—a con- paign, they’re still great for inventing new cept born in Silicon Valley where program- ‘We learn from products or services, either for the agency mers collaborate intensively on software each other better, or the client. GoKart Labs uses GoKart projects—to spark ideas. The goal? Push the 600 to get the team to formulate a market- agency’s creative boundaries and expedite and people integrate able product that could morph into a real the process. By kicking the project off with business down the line. That model opens a 10-hour hack day, Mad Libs had a well-de- in our community up potential new revenue streams for the signed mobile gaming app up and running agency, but also “teaches our people how in roughly four months. more thoroughly.’ to imagine and invent new products and The hack day model is catching on. Michael Lebowitz, CEO, Big Spaceship services,” Cuene said. 12 APRIL 18, 2016 | ADWEEK TRENDING

When you arrived at KBS, what opportunities. We encourage all of were your initial goals? My primary our employees to think with a global goalwastounderstand KBS’ unique mindset, and we’re trying to facilitate culture and capabilities. I wanted to mobility through an exchange get a better sense of what exactly sets program [among agency offices]. us apart and how those traits could be used to our advantage. One of the In January, KBS parted with its things I really hate is the idea of a two co-chief creative officers. 100-day plan—when someone comes How is the search for their into a new role and makes a lot of big, replacements going? We are hoping important decisions in the first 100 to fill that position as soon as possible. days. From my perspective, you can’t The agency is primed for major global possibly know or fully comprehend the growth this year, and this role will be business you’ve joined that quickly. So an integral part in delivering on that. Igavemyselfsome time. Was it a tough personal transition You’ve changed the agency’s name moving from Havas in Paris to MDC and logo, which now sports a New York? For the first six months, I blue circle. Why are these subtle commuted between my family in Paris alterations important? These and my job in New York. I can promise changes might seem small, but as you, it’s far less glamorous than it any marketer knows, they can be sounds. You always feel like you are in Q&A important. We’ve been Kirshenbaum & the wrong place. Generally speaking, Bond, KB, Kirshenbaum Bond Senecal I love New York with one exception: + Partners, and most recently KBS+. Early dinner totally horrifies me. Sitting We wanted to refresh and modernize, down for dinner at 6:30 and being done and that’s exactly what we did. by 8 seems completely wrong.

Speaking of brand refreshes, your new Keds campaign has earned some praise. We love that the work CHARTING A is resonating with millennial women. Some people used to reject the idea you could be both fashionable and feminist, but women are destroying NEW COURSE those limiting notions today and Keds is part of that conversation. As a sneakerthatwas created to enable GLOBAL CHIEF GUY HAYWARD ON THE SHOP’S women to go wherever they wanted RECENT WINS, A NEW LOGO AND BUILDING while looking good, we’d argue it’s a A GLOBAL BUSINESS. BY DAVID GIANATASIO very authentic role for the brand.

KBS opened in Shanghai last year—how’s that working out? As 2015 began, Guy Hayward Our Shanghai office has about 10 joined MDC Partners’ KBS in people at present, and they are NewYorkasitsfirstglobalchief Bio HaywardbecameglobalCEOof about to move into a new, permanent executiveofficer.Hismission: KBSinJanuary2015.Beforethat, space. Globally, they’re working on revitalize an agency that had gained hespentnearlythreeyearsasglobal Bank of Montreal. On a more regional areputationforstylishwork,but business development director at level, they won Stride Mint projects What’s the biggest lesson you’ve had some challenges in recent Havas’ BETC Worldwide. Earlier, he from Mondelez in 2015 and recently learned in your first year at KBS? years. Jump-starting the shop’s new servedasCEOofJWT’sU.K.operations won some GoPro business. That acquisitions can be complicated, business engine and expanding its after an 11-year stretch running ad and that properly incorporating one international footprint were also shop 180, which he co-founded. The Why is it important for KBS to agency into another takes real care imperatives. Since his arrival, KBS University of Oxford graduate launched become a global agency brand? and effort. [Ed. Note: In recent years, hasmadestridesonseveralfronts. hisadcareerinthelate1980satJWT Global expansion is important for KBS has acquired Albion in the U.K. Recent client additions include Keds in London and Barcelona. two main reasons: clients and talent. and Kenna in Canada.] Too often in 2015—for which the agency has For our existing clients, having an companies make acquisitions and fashioned well-regarded campaigns, international footprint conveys that expect those acquisitions to simply including a recent push featuring we’re the perfect agency to take get on with it, but to really make the GirlsstarAllisonWilliams,aswell them global because [it shows that whole greater than the sum of the assingersCiaraandToriKelly. we’re] nimble, modern and love parts takes considerable effort from Monster.com joined the roster in a good challenge. Globalization all of the parties involved. January. Hayward has also installed also opens us up to a large pool of new management teams in KBS’ potential new clients. From a talent MDC Partners’ KBS office in New York U.K. and Canada operations—and perspective, it’s important because chartednewterritorywithanoffice in order to attract and retain great in Shanghai. talent, you need to offer global ADWEEK | APRIL 18, 2016 13 VOICE

This is not another rant. Every now and then, the debate about “awards for awards’ sake” pops up in our industry, and I think that’s good. I think that’s healthy. No doubt the skeptics have a point when they point their ﬁngers at ideas created purely for juries. We’ve seen the trend of big winners being small ideas that wouldn’t survive the brutal world of real brands. But we can’t let a few dishonorable works make the real work any less honorable. The shows and wins and trophies and titles push our people, brands, agencies and our industry forward. I openly and wholeheartedly believe in awards. This is not a love Specs affair in disguise or an obsession in Claim to fame Per Pedersen, denial. I’ll be the ﬁrst to admit that chairman of the Grey Global winning is an exciting game, but no Creative Council and creative matter how well you play it, at the end evangelistoftheglobalnetwork, of the day it takes an exceptional idea spends more time on the road to win. An idea so smart that others thanmostrockbands.Hewill hate it purely because they didn’t do serve on the 2016 Clio Direct & it. We celebrate these internally, the Engagement/Experiential jury. ideas we wish we had. Base New York Naively, I hope that ideas like Twitter @perpedersenNY our Gun Shop experiment last year would exist without awards, just for the good of it, but I’m not so sure. We are an industry built on business, and there’s no escaping that. Or if there is, come talk to me. The trophies aren’t a reason for being, but they are a factor, one that The world needs award-worthy motivates everyone involved for all ideas now more than ever. But let’s OPINION different reasons. Fourteen Lions not keep it real and have the shows push only gave recognition to the people groundbreaking work to do just that— who so brilliantly earned it, but it also break through cultural barriers and brought more attention, press and into greatness. The success of any fame to an idea that made Americans idea depends on it. I think awards can Awards Are think twice before buying a gun. I offer much more than a stage on the wouldn’t trade that. night of the gala; they can embrace These transformational creative the role of idea incubators and a So Much More ideas help to heal the world, but they be yearlong stage on which great also communicate differently. They ideas can stand proudly and become change the rules, and that’s always famous. Than Trophies a risk—a risk for us and, even more They are the beating pulse that so, our clients. If that risk-taking isn’t gives advertising its much-needed rewarded or awarded, I fear these edge. They serve as beacons IT’S NOT ABOUT WINNING, IT’S WHAT provocative ideas may become extinct. for an industry that’s constantly COMES BEFORE AND AFTER WINNING And let’s look down the line for a transitioning and for anyone who THAT MOVES US FORWARD: THE RISK, minute. Young talent emerges from wants to challenge boundaries of all corners of the world, and they creative thinking. We would lose a lot THE DRIVE, THE CULTURE, THE PEOPLE. are the ones most keen to change of our mojo without them. In fact, I BY PER PEDERSEN conformity, as a whole and in our think our industry would slowly die. industry. We shouldn’t fear them; they Award is a synonym for honor. will make us better. But they need a We honor those who do it better than stage on which to break through, a us. Where would other industries place where it’s the idea and not the be without them? Cinema? Music? media spend that matters. A place Literature? I truly respect and admire where risk-taking is honored and not the winners, the people and the ideas. feared. It’s what they love about our I see them as the pioneers of our world, why they would choose it over industry, doing their part in steering it. any other industry. It’s our swagger, Competition is human nature, and our addiction to change, and our simply put, winning doesn’t make you

ability to applaud it. a loser. ILLUSTRATION: ERHUI1979/GETTY IMAGES; HEADSHOT: ALEX FINE

14 APRIL 18, 2016 | ADWEEK Cancer Survivor

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Felix Hernandez Pitched a Perfect Game in 2012 Every Kid Deserves The Chance To Dream Mike Trout 2014 American League MVP Stand Up for the 163,000 kids who will be diagnosed with cancer this year.

Go to StandUp2Cancer.org to learn more.

Major League Baseball trademarks and copyrights are used with permission of Major League Baseball Properties, Inc. Visit MLB.com. Stand Up To Cancer is a program of the Entertainment Industry Foundation (EIF), a 501(c)(3) tax-exempt organization. DATA POINTS Pitch-Perfect Marketing MILLENNIALS’ LISTENING HABITS REFLECT THE DEMO’S ON-THE-GO LIFESTYLES. BY CARRIE CUMMINGS Music streaming services are more popular than ever, and, naturally, no group is leading the charge more than millennials. One of the most popular of those services is Spotify, which provided Adweek with exclusive data to get a better look at this demo. “As the largest global streaming service, we have a deep understanding of millennials from our data on streaming habit,” said Spotify business marketing global director Jeff Rossi. “For marketers looking to reach this highly sought-after group, we understand that millennials are listening more frequently and streaming in more places than nonmillennials, including most often on mobile and desktop as they move from home to school to work. We also see that millennials’ streaming habits are not as impacted by traditional peak consumption periods like prime time or drive time. They are connected all day from the moment they wake up.”

Listening by platform (%) Listening time by day (% of streams)

Millennials listen more frequently, but also Hour in more places, as demonstrated through 2.98 00 their over index in mobile consumption. 2.88 They steam on desktops at work and 67.2 2.37 school, but under index on tablet streams. 01 61.8 2.33 Millennials Other 1.90 02 Mobile 1.91 1.54 Millennials wake up and stay up 03 1.60 later, and their streaming shows little effect during peak media 1.32 hours of other platforms (drive Desktop 04 1.42 time/prime time). 25.2 24.6 1.35 05 1.51 1.86 06 2.27 2.76 07 3.19 3.53 08 3.70 4.36 09 4.52 Web player 5.22 10 5.32 5.72 1.83 2.7 Tablet 11 5.71 5.76 12 11 5.68 5.8 5.98 13 5.82 6.24 14 6.08 6.35 72% 15 6.21 Of all U.S. weekly streams on Spotify are by millennials 6.30 16 6.18 6.03 17 5.87 5.59 18 1,288,632,080 5.46 5.18 Tracks per week 19 5.13 4.95 20 4.91 4,503,714,543 4.73 Streamed minutes per week 21 4.64 4.31 22 4.15

Millennials who access Spotify on multiple screens 3.68 MONTEIRO CARLOS INFOGRAPHIC: 16 spend 143 minutes streaming every day. 23 3.52 SOURCE: SPOTIFY 2015 Best Use of Alternative Media: Delta Faucet, "Mud Run Shower Station", Spark 18 eaieyyug lhuhi’ etn le,dmgahc owe’ve so gottopickandchoose. demographic, older, getting it’s although young, relatively thereasonswe’venotgoneaggressivelyintoSnapchatyet.It’sa15-year-oldkidsthatwanttolistentoJustinBieber.It’soneofaroundtheworld.We’renotnecessarilylookingtoconnectwithplatforms.We’reprettyfocusedonthebusinessexecutivesmoreregional-centricviewoftheworldonthosenewmessagingheretosharecontent,buttheydoinAsia.We’regoingtohaveaworldaswaystodipintocontent.Wedon’tuseLINEandWeChat are markets What expansion. international mentioned You level. next the to business that grow help linearcableTVchannelandarobustdigitaloriginalvideoteamtoAndvideo,Ireallysawtheopportunityhere,giventhatwehavea done in had beforeandwasn’tgoingtobeabletodotoomuchofitatTime. I experience that my something wasn’t growing That in expansion. international interested really was I now. right unrivaledandunsurpassedinamediamarketwhichischallengedproductsonaglobalscale.Itofferedanopportunitythattrulyislikemewhoreallywantstobuildeditorialanddata-drivenTheresourcesatthiscompanyareprettyamazingforsomebodyWhydidyouwanttocomeovertoBloombergfromTime? odnvr n odctesdemographic. cord-cutters and cord-nevers inadifferentspace.Thatmakesusappealingtothiswholerisinghavetobeauthenticatedandarelockeddown.We’reabletoplay have we that enough liveTVrightnowasaproductwecanofferupinOTTwhenothers lucky We’re television. of future the that’s programmingtohelpgrowourOTTpresence,becausereallyprettyearlytothegame.Whatyou’llstartseeingfromusisspace? Speakingofdigitalvideo,whatareyoutryingtodointhatregionsthatwe’dliketogointoinamoreprofoundway. India, in AfricaandSouthAmerica.We’vegotawholelistofcountriesand on going stuff got we’ve andafewotherareasthatwe’relookingat,includingAustralia, East; Middle the to heading We’re digitalbusiness,we’vegoneintoCanadaandwe’reinMexico.youfocusedonrightnow? messagingplatforms—WeChat,LINE—especiallyaroundthebeFacebookrightnow.We’reabsolutelywatchingtheriseoftheplatformsthatdeliverthemostvaluetous,andthatwouldandtrafficreferral.Wearegoingtolookfirstandforemostat this eyeing be year? Bloomberg will platforms digital other What alinearway.establishourselvesinwaythattheymaynothavethoughtofusinandcord-cutterswantthat.That’soneareawherewecanstarttooption.Iknowfromthedataandfocusgroupsthatcord-neversrunning24/7globallythatwecanbeaminto.SoyouhavethatThere’snotthatmanyoptions.Wehaveanewsdeskthatisacord-neverandyougotoRoku,whoareyougoingtofireup?worldeventlikeBrusselshappens,andyou’reacord-cutteror cord-nevers? and cutters What’sthebestwayforBloombergtoreachthesecord- 0-ON GORILLA. 800-POUND AN IS FACEBOOK WHY AND CORD-NEVERS, ONAPPEALINGTOCORD-CUTTERSANDBLOOMBERG’SGLOBALHEADOFDIGITAL Havens Scott Q+A Facebookisthe800-poundgorillaintermsofdiscovery We’reinvestingheavilyinourOTTplatform;wewere WehavealiveTVsignal.Ifsome IncombinationwithourTVand YTMBAYSINGER TIM BY MOVER urn gig Current rvosgig Previous lobr Media Bloomberg iia,Tm Inc. Time digital, edo digital, of head @msh200 Specs APRIL 18, 2016 APRIL Twitter Age 44 Global Svp, | ADWEEK

PHOTO: LAURA BARISONZI FACETIME

3 VIN MAZUR/WIREIMAGE FOR MTV

1 . JASON KEMPIN/GETTY IMAGES FOR TV LAND; 4. FREEFORM/HEIDI GUTMAN; 5. KE

4 5

AWARD SEASON KICKOFF BY CARRIE CUMMINGS

1 (L. to r.) HBO programming president Michael Lombardo, Game of Thrones co-creator and executive producer David Benioff, GoT actress Emilia Clarke, co-creatorandexecutiveproducerD.B.WeissandHBOCEORichardPleplerposeaftertheGoTsixthseasonpremiereinLosAngeles.2 (L.tor.)FoxNews host Megyn Kelly, The Hollywood Reporter and Billboard co-president and chief creative ofﬁcer Janice Min and HuffPo’s Arianna Hufﬁngton attend The HollywoodReporter’s201635MostPowerfulPeopleinMediacelebrationinNewYork.3 (L.tor.)ActorJohnStamos,EntertainmentWeeklypublisherEllie Duque,andPeopleandEntertainmentWeeklyeditorialdirectorJessCagleattheTVLandIconAwardsinLosAngeles.4 (L.tor.)Freeformprogrammingand developmentevpKareyBurkeandPrettyLittleLiarsstarsAshleyBensonandShayMitchellcelebratetheFreeform2016UpfrontinNewYork.5 (L. to r.) ViacomMusicandEntertainmentGrouppresidentDougHerzogjoinsactorsJordanPeeleandKeegan-MichaelKeyattheMTVMovieAwardsinLosAngeles. To be considered for this page, please email photos to [email protected]. PHOTOS, 1. JEFF KRAVITZ/FILMMAGIC FOR HBO; 2. NOAM GALAI/WIREIMAGE; 3

ADWEEK | APRIL 18, 2016 19 UPFRONT PREVIEW

From left to right, Donna Speciale, Turner’s president of ad sales, and Kevin Reilly, president of TNT and TBS (as well as chief creative ofﬁcer for Turner Entertainment) join their boss, Turner president David Levy, at the company’s New York ofﬁce.

20 Turner’s Brain Trust

UNDER DAVID LEVY’S WATCH, KEVIN REILLY INJECTS THE MEDIA GIANT’S PLATFORMS WITH FRESH CONTENT WHILE DONNA SPECIALE REINVENTS THE LINEAR AD SALES MODEL. BY JASON LYNCH

disappoint, as Villanova’s Kris Jenkins sunk a Levy, Donna Speciale, president of Turner Ad game-winning three-point shot at the buzzer Sales, is spearheading a significant reduction to secure the win. Afterwards, a jubilant in ad load on truTV’s prime-time lineup this Levy and his team gathered at their Houston fall, as well as on three new TNT dramas hotel. “There was this feeling of, let’s always debuting this year. At the same time, Kevin remember we crowned a champion after what Reilly, president of TNT and TBS and chief is probably the best championship game in creative ocer for Turner Entertainment, the history of the tournament,” says Levy. has unveiled a stunning content overhaul of “It meant a lot to Turner to have this type of two of basic cable’s biggest networks—some game forever be in the history books, and that of which is already drawing attention the it happened on TBS.” networks haven’t seen in years. A 30-year veteran of the company, Levy Levy has been laying the groundwork hopes the March Madness final isn’t the only for these changes since he was promoted thing that will put Turner in the history books to president in 2013 and given oversight of this year. Turner’s entertainment networks Turner’s seven entertainment networks are heading into the $18 billion-plus upfront (TNT, TBS, Cartoon Network, Adult Swim, marketplace amidst more significant innova- truTV, TCM and Boomerang). While his tion than at any point in their history. Levy channels are generally holding up against pril 4 was a day that Turner president David is taking ambitious, game-changing swings their competition—TBS has been the No. 1 Levy had been looking forward to “for many, on multiple fronts, and setting some major basic cable entertainment network in the 18- many years,” he says. For the first time in initiatives in motion that will not only change 49 demo for three years, TNT remains a top 5 television history, his networks TBS, TNT and the company forever, but could also significantly network in the 25-54 demo, and Adult Swim truTV carried the NCAA Men’s Basketball alter the future of linear advertising. has been basic cable’s No. 1 in 18-34 in total-

PHOTO: SASHA MASLOV SASHA PHOTO: Championship Final. The game did not In the company’s two biggest moves under day for a decade—Levy could sense that a major

ADWEEK | APRIL 18, 2016 21 22 worry: TBS’ first two comedies, Angie Tribeca Tribeca Angie comedies, two first TBS’ worry: he shouldn’t juncture, early Atthis failure.” of worth years’ three getting me,is including “nobody, flops, are shows his if that well full knows veteran programming but the support, full his Reilly ofers Levy vision. his realize fully to years three take it will says Reilly networks, for both new direction his embrace Fukunaga). Cary 1director Season Detective True (from Alienist The miniseries Abbey’s Michelle Dockery) and Good Behavior Downton (starring film), on 2010 the based Australian Barkin, Ellen (starring Kingdom Animal FX: at green-lit he what of lines the along fare edgier the toward and procedurals safe He’s also shows. about buzzed most year’s moving one become of this has which Bee, TNT Samantha with Frontal Full entry night away newlate- and Detour The Tribeca, Angie from as such comedies TBS fresh-feeling seven includes That of new series. slate a compelling platforms. mobile and digital SVOD, international, across assets its leverage content and own outlay is vital to allowing that says Levy by2018. $1budget to billion Turner to own itsdoubling Reilly’s original programming brand.” the to positioning of fresh injection big for apretty looking “were hesays who and Turner chairman and CEO John Martin, Levy with talks frank long, having continued consideredpull me back I’m they out, Ithink in,” When Godfather: The he quips. someanother While Reilly Silicon run not to determined” also “pretty hewas says network. order Empire), to was Reilly acts last of his Valley Fox end his (though one to tenure disastrous options, a Fox heleft May. that After “I after soon him feel November on in 2014, Reilly brought wooing like he Al of audiences. habits viewing changing rapidly Pacino the and Netflix like bynewrivals disrupted in been had advertisers to replacement shows” “broadcast calls Levy what of providing strategy longtime company’s the and of, were trailing Ratings needed. was shakeup UPFRONT PREVIEW Realizing that audiences might be slow to slow to be might audiences that Realizing puttogether has Reilly accordingly, Armed to committed has To Martin getthere, TNT, Levy and TBS To resuscitate UPFRONT DAILY DAILY UPFRONT COVERAGE SNAP IT! or Levy signing of on Reilly’s plan to pursue pursue to plan ofon Reilly’s signing or Levy says)— Reilly doing,” is else nobody that thing late-night his bring and window of a short advantage take to go-ahead instant an O’Brien giving show to process.” the Cuba in some rules rewrite how to out (“he figures and through plays who guys of the is one be actually but on, to hang not to is goal doing our “Now hesays. general,” in broadcast in this upcoming its after ending & Isles (which is Rizzoli and Major Crimes like procedurals TNT of audiences legacy the retain also to hetries as pivot” a“tricky but hefaces shows, I’dwhere we’d new hoped of the Reilly be,” says Dead.” Walking The of episode out every selling trouble any have at AMC guys the Idon’t there. think be will advertisers popular, becomes and number agood it does “If adds, Geraci advertisers, some content alienate could edgy to shift his that worry some privately buyers While at OMD. broadcast president of national Geraci, Chris notes awhile,” it’s in had than perspective original got of more an definitely it’s abit and “It edgier, seems date more up to TBS.) newto demo are 18-34 the in audience Frontal’s Full and Tribeca percent of Angie 25 ago,” (Indeed, hesays. years five on board getting [O’Brien] came Conan since weren’t company this we in that Things Bee. Samantha factor. for New page York front Buzz Times’ network. the to New viewers internet. the content on People sharing marketplace. social the in conversations about talking also much more than (see sidebar). for episodes 26more extended just linear been has Frontal Full while seasons, second ratings. for renewed been already Detour, have The and “We’re That includes quick decision making, like like making, decision quick includes That “Right out of the gate, these are exactly exactly are out these gate, of the “Right newslate. Reilly’s in promise see Buyers But Levy defines success at Turner as certain extent, not just at not Fox just extent, but certain a to adecline in usher hold on and to trying just really felt Iwas “I at Fox, where run his Reilly, after viewer. Rizzoli the to palatable more be might that some shows by followed be will new direction, bold his about getpeople talking to designed series, of “noisier” wave first season). He the seventh says The process has reinvigorated reinvigorated has process The prime-time ad its cut will load truTV sheannounced October, in half, a reduction Last front. advertising on the changes mic of up seis- equally devising been has TNT, Speciale and TBS revamping been has Reilly While REVAMP SALES AD for us.” unattainable for It one season? was that all doyou hire “How people,” heexplains. cable contracts, hiring talent and production our operators, cable for the long-term deal amore needed “We deal. ora one- two-year once it became package Football Night Thursday next the clear the league about NFL the with out of hebowed why talks wanted only is which cycle, life their in aprofit turn deals sports premium of Turner’s all that boasts Levy respectively. 2025, and 2021 through extend playof games MLB and for NBA deals sports its And 2032. through run to week last just expanded was year, each Championship Four National and Final the airing alternate will networks the where CBS, with deal Madness Its joint number: March that better promos for newfare. to its exposed viewers of millions the well as numbers, digital and social record to pointing hesays, product,” atelevision not just is acompany. This as holistically look at “We this isn’t worried. 18years), Levy in final NCAA most-watched the was which million, 28.3 year’s last from drop truTV, a37percent and TNT TBS, across viewers (they 17.8 total CBS averaged million down significantly from last year’s game on and using it better,” Levy. using says and portfolio entire the leveraging about is “This shows. upcoming other the promoting heavily and games Four Championship and Final the pilot Detour’s after The truTV, previewing and on TNT, TBS games Championship and Four Final the between in Music Awards iHeartRadio The airing coverage, Madness March its into turned big audiencethe that example,” Speciale. says agreat was way that Bee Samantha getting landscape. this not in wait, “You can’t host. as departure We have his announced Jon before aweek Stewart just to be negotiations show, able starting for alate-night to Bee react, Samantha correspondent Show Daily The and Turner will have several more years to to years more several have will Turner A retain to eforts its pooled company The nd while those NCAA final ratings were ratings final NCAA those nd while GOOD BEHAVIOR APRIL 18, 2016 APRIL

ADWEEK

NCAA PHOTO BY LANCE KING/GETTY IMAGES ANIMAL KINGDOM

SPORTS PLAY

Both old and new sports are AD LOAD taking up more turf across BILLY ON THE STREET Turner networks: Sales chief Speciale is • Carried the NCAA Men’s NCAA reducing ad time: Basketball Championship forr • truTV’s prime-time ad the ﬁrst time ever this monthh load is being cut by half; as part of long-term deal with • All three new prime-time CBS—and expanded the deal dramas on TNT also are to 2032; reducing loads; • Has long-term deals with thhe • No ad reduction has NBA and MLB; been planned at this point • Launching ELeague, a pro for TBS or other Turner eSports league on TBS in May. channels; • Walked away from NFL • Native ad content and Thursday night package since CPMs will increase to the league was only looking for make up the revenue a short-term deal. difference. ELEAGUE BUILDING

BLOCKS OF CAPTAIN AMERICA GROWTH

GROWTH INVESTMENTS ORIGINALS OVERHAUL ANGIE TRIBECA

More than just add-ons, • Reilly is about to launch edgier dramas on TNT— Turner’s recent acquisitions/ intentionally moving away from procedurals like launches are integral to the Rizzoli & Isles (though some will remain on air). future of the business: • TBS is adding to and refining its comedy brand, via • Led a $15 million investment Angie Tribeca (with Rashida Jones) and The Detour in Mashable for access to data (with Jason Jones), both of which have already been tools and to do cross-platform renewed. Full Frontal with Samantha Bee has set a ad sales; smarter tone for the network’s content. • Bought livestreaming • Also, there’s a bigger push into theatrical business iStreamPlanet; acquisitions: Marvel films like Avengers: Age of Ultron • Launched Super Deluxe, a and Captain America: Civil War, plus remakes of digital content creator focused Cinderella and Jungle Book. on mobile-first consumption.

THE DETOUR SAMANTHA BEE BET EXPERIENCE “The energy, the love, the music —it’selectric.” HEAR BRANDY’S FAN STORY AT FANS.VIACOM.COM ©2016 Viacom Inc. All rights reserved. rights All Inc. Viacom ©2016 FOR ALL FANKIND UPFRONT ‘I can’t thank PREVIEW the celestial lords and ladies enough to nine minutes each hour, beginning this if the data is correct and we guarantee the for the gift of fall. The early news gave truTV’s showrun- target audience, not the CPM, that’s going to ners enough time to plan for several addi- be a whole evolution.” this election tional minutes of content in each episode. season. In January, those plans expanded to include BUYING INTO THE FUTURE TNT’s three new dramas, which will incorpo- Not content with just upending its ad sales It’s been rate 8-10 minutes of additional program time and TNT/TBS content, Turner is also focused per hour. on growth investments that Reilly predicts incredible.’ The goal, Speciale says, is to “give the “are going to really change the complexion of consumer more of a great experience with what it is to be a network today,” building on better storytelling, which will translate then the success of its 2012 acquisition of sports if you apply native ads into that experience.” digital media company Bleacher Report. That, ideally, will lead to longer tune-in, The company has acquired a majority stake which will increase ratings and CPMs. But in livestreaming company iStreamPlanet— INTERVIEW those ads will also be priced higher to reflect “That’s going to be a big part of our play in the their “premium environment,” so that Turner future, the livestreaming business, and it’s doesn’t lose any money with the approach. nice to have that organization in our compa- Congratulations on Full Frontal’s Not surprisingly, advertisers are thrilled ny,” says Levy. It also launched Super Deluxe, renewal. Are you feeling more relief about that less-cluttered environment—but a mobile-first digital content venture. or pressure now that you have 26 additional episodes this year? less excited about the prospect of paying Turner has particularly high hopes for It’s absolutely a relief, first and foremost—we a premium for it. “Our advertisers and ELeague, the professional eSports league have to feed our families—and joy because clients all want [less clutter] from a quality (competitive video gaming) it is launching it’s really hard work. But we actually enjoy perspective, but how do we translate that next month in partnership with WME and putting the show together. Primarily relief, into our plans when all the CPMs go up and IMG. The league, which Turner owns and is followed by joy, followed by terror. the price goes higher?” says Steve Kalb, svp, building from the ground up, will feature 10- director of video investments at MullenLowe week seasons, digital livestreaming and live Your reviews have been rapturous, Mediahub. “I definitely applaud them for competitions on TBS. “This space is so vibrant which is not a common thing in late going down that route and seeing how it goes. right now,” says Reilly. “This is embracing the night or anywhere else in TV. Often, Does it impact the ratings overall? Does it digital platform where it’s lived, and trying to even if they love you the first week, impact the efectiveness of the spots? It’s all introduce the linear on top.” they’ll start to turn on you. It’s funny. things that we’re very interested in learning.” Last month, Turner led a $15 million The first show was stressful, but the real So is Speciale, who is still testing out various investment round in Mashable, where the stress came when we had to do a second show. There can be a feeling like, you options for pods under these reduced ad loads, companies will collaborate on video content prepared for a whole year to do this one determining where local ads and native ads fit and cross-platform ads. Reilly, who will join show, so that one’s going to be very good, best into the mix. “Should it be five breaks? the Mashable board as part of the deal, sees it but what have you got next? Figuring out Three breaks? Should the breaks be longer, as a way to amplify Turner’s data capabilities what the show would actually look like in shorter? That’s what we’re testing, because I through Mashable’s tools like Velocity, which the long term was the really challenging don’t think anybody really knows,” she says. helps predict which stories will resonate part. She’s also looking to expand Turner’s with Mashable’s audience. (While Mashable- Audience Now data product, which would produced content won’t appear on Turner’s A common reaction to Full Frontal move advertisers away from CPMs and into linear networks “in the short run,” Reilly says has been, “Why can’t this show be audience-based targeting. Speciale has been the platform may “ultimately be a feeder.”) on more than once a week?” It’s not beta-testing this with four clients this season— Ultimately, these moves—in the upfront going to happen, but that’s so great that including General Motors and Kellogg’s—and and beyond—are about making sure that people would want that. For practical plans to expand that over this upfront. “It Turner is perfectly positioned no matter what purposes, there would be certain things that I wouldn’t be able to do if we were literally means changing behavior. There are direction the industry heads in over the next on every night. I would never be able to no dayparts, no adults 18-49 CPM based on several years. “You have to keep innovating in shoot stuff in the field enough, and I love Nielsen,” she says. “Half the battle right now is, this business, and if you don’t, you’re going to that. That’s the part of my job that’s been they don’t even know who they want to target.” be left behind, or not be around for that long,” really challenging, but is delightful to me. While Speciale estimates that data targeting says Levy. “This is the most exciting time to So we couldn’t actually make a show that could represent up to 50 percent of her upfront be in the media business and the scariest we like to make if we were on every night. talks, Levy knows some clients will be wary time; there’s just so much change going on. Oooh … I just got shivers. Oh, God! of pulling the trigger. “It’s going to take time The winners are going to be the ones who for people to get comfortable with daypart- have the strong brands and have adapted to Has this crazy presidential election agnostic and network-agnostic,” he says. “But the new world.” been the best launch gift you could 26 Upfront With Samantha Bee

One of TBS and TNT president Kevin Reilly’s earliest big bets has already paid off handsomely: Full Frontal with Samantha Bee, the former Daily Show correspondent’s new weekly series (which is considered a late-night show even though it airs Mondays at 10:30), has given TBS more buzz and critical acclaim than it’s had in years. Mixing astute, biting political humor with clever ﬁeld pieces, the show established Bee as a singular late-night voice minutes into its Feb. 8 debut. With an average weekly audience of 3.7 million across linear and digital platforms, Full Frontal was recently picked up for 26 additional episodes, extending its 2016 order to 39 episodes. (Two days later, TBS renewed The Detour, the new comedy she executive produces with her husband Jason Jones, who also stars; they executive produce Full Frontal together.) Bee talked about taking a leap of faith with TBS, why she won’t do Full Frontal nightly and what makes her a terrible negotiator. —J.L.

have received? Ican’tthankthecelestial wassteppingdownfromTheDaily lords and ladies enough for the gift of Show,yetyoudidn’tusethatnewsto thiselectionseason.It’sbeenincredible. leverageabetterdeal.Whynot? Ithasgivenusanopportunitytofindour I’mnotreallybusiness-mindedinthat strideinsuchacarnivalatmosphere.And way.I’mnotthekindofpersonwhogoes it’ssocatharticforus,too.It’sjustfunfor toastoreandlikestonegotiateabetter us to be able to have a full immersion in price for myself. I like to be straight something so ridiculous. withpeople.I’mverygrounded.Iknew whatIwantedtodo:buildsomething You’ve been asked frequently about fromnothing.Iknewit,onaveryDNA whatyourshowwouldbelikeasthe level,thatitwastherightchoiceforme. onlywomaninlatenight.Doyoufeel Wheeling and dealing and playing silly thepressureisoffabit,nowthat games…Idon’treallyhavetimeforthat people have seen it? Definitely. I feel so in the psychological makeup of my brain. much more relaxed about that. Before the I’d rather pick a path and chase that path show launched, everybody wanted to know down to completion. whatwouldmakeourshowdifferent.And we couldn’t really articulate why. We were Productintegrationshavebecomea sovagueaboutit:Justtrustus…There’s big part of late night. Could you make goingtobesomethingdifferentaboutit them work on your show? It remains to andthatdifferenceisme.Assoonasthe be seen. It’s definitely come up already, showlaunched,Ithinkwedidanswerthat butwehavesuchaspecificstyleofshow question.Itdoesfeelverydifferent.But that whatever we would do would have to ittookacoupleofepisodestoprovethat make sense for us logically. It would really very vague statement that we kept making stickoutinaweirdwayifwecouldn’tmake about it. So that part of the pressure is off. it seamless to our needs. Whatever brand Nowwe’rejustdoingourownthing. wouldhavetohaveanimmensesenseof humor about itself, for sure. What was the appeal of working with Turner? We knew that they were in a Whatareyoumostexcitedtoexplore periodoftransition,andweknewthatif with your additional 26-episode we worked with Turner that we would be order? I’m excited to be able to go to partofthegroundfloorofarebuild.And the convention. Our operation is still we wanted that; that was exciting to us. quiteleanbecausewearejuststarting Youknow,AMCwasn’ttheAMCaswe out.We’rejustbuildingourmachine.I’m knowitnowbeforeMadMencamealong. excitedforthosewheelstobeinmotion Therealwayshastobesomethingthat andalsotodevelopnewtalent.Themore punchesthrough,andwewereexcitedto wedevelopnewtalent,whichisdefinitely beapartofthat. onthedocket,thebetteritwillbeforus intermsofpointofview.Themorewe YouwerenegotiatingforFullFrontal broadenourpointofview,thebetterit whenJonStewartannouncedhe will be for all of us. MAARTEN DE BOER/GETTY IMAGES PORTRAITS IMAGES BOER/GETTY DE MAARTEN UPFRONT PREVIEW

Ahead of Schedule MEET THE FIVE NETWORK EXECUTIVES WHO WILL SHAPE WHAT YOU WATCH AND WHAT ADVERTISERS BUY ON BROADCAST TV THIS FALL. BY JASON LYNCH

DAN HARRISON KELLY KAHL KEVIN LEVY PHOTO: KARL J KAUL/WONDERFUL MACHINE 28 SNAP IT!

ANDY KUBITZ JEFF BADER

UPFRONT DAILY COVERAGE UPFRONT PREVIEW ABC CBS GREY’S ANATOMY

GREASE: LIVE Andy Kubitz Kelly Kahl evp, program planning and scheduling, senior evp, ABC Entertainment CBS Primetime

On the job since 2012 On the job since 1996

Previously at CBS, as svp of scheduling Previously worked at Warner Bros. under Kelly Kahl. Started as a page at the Television as director of network research. network in 1994.

Big move: In fall 2014, creating the Big move: Temporarily relocating hit powerhouse TGIT Thursday night lineup of sitcom The Big Bang Theory to Mondays Shonda Rhimes-produced dramas: Grey’s in fall 2014 when the network landed Anatomy, Scandal and How to Get Away Thursday Night Football. The show helped With Murder. “It was ridiculed in many launch new shows Scorpion (in 2014) and corners. Thursday at 8 for ABC had been Supergirl (in 2015) before returning to a death hole for many years,” says Kubitz. Thursdays post-football. “We said, ‘We’re “Moving Grey’s to kick off a big Shonda not going to leave the No. 1 show on TV off night made so much sense to me as a the air for eight weeks, that’s crazy. Can scheduler. It scared some people because we use it to help us somewhere else?’” they thought it was too much of the same, says Kahl. “We see it as a win-win; it can but that’s the great thing about Shonda. help us on two nights, not just one. I’m not She created shows that are extremely sure that’s always the solution, but in this different. We leaned into our strength, case, it worked out pretty well for us.” took all the bullets and came out with THE FLASH great success.”

‘SCHEDULING IS ABOUT CONTENT WINDOWING.’ KellyKahlhasbeenschedulingCBS’prime-timepro- make or break their respective networks during the —HARRISON grammingfortwodecades,butheknowsthathisjob 2016-17TVseason.Andwhilefewoutsidethebusi- still remains a mystery to most people. “Scheduling ness understand what they do, schedulers—setting a isaweirdthing:Yougetitoryoudon’t.There’sacer- network’sagendaeverysinglenightoftheyear—have tainattractiontothisjobthat’shardtoexplain,”he oneofthemostimportantjobsintheindustry.When says. “People look at what we do, and they shake their thenetsunveiltheirfallschedulestobuyersandad- heads and are like, ‘I don’t get what you do. You show vertisersinMay,itwillbethedoggedworkofthose up in May and put a little schedule together for the schedulersandtheirteamsthatwilldeterminewhich fall season. And then what?’” programsaudienceswillwatchandadvertiserswill Ifonlyitwerethateasy.Asthebroadcastupfronts payfor,andwhichwillbelongforgottenbythetime inNewYorkfastapproachnextmonth,theworkof thewholeprocessrepeatsitselfnextyear.Thefateof Kahlandhisfellowbroadcastschedulerswillagain billionsofdollarsintransactionsrestswiththem. bethrustintothespotlight,astheytoilaroundthe Before they dive into the most frenzied portion of

clocktoﬁnalizetheprime-timelineupsthatcould theirupfrontpreparations,Adweektalkedshopwith HEADSHOTS: KARL KAUL/WONDERFUL J ABC/RICHARD ANATOMY: GREY’S MACHINE; CARTWRIGHT

30 APRIL 18, 2016 | ADWEEK FOX NBC THE CW

Dan Harrison Jeff Bader Kevin Levy evp, strategic program planning, president, program planning, svp, program planning and scheduling, Fox Broadcasting strategy and research, NBC Entertainment The CW

On the job since 2012 On the job since 2012 On the job since 2006

Previously worked at CBS Corp. as svp, Previously at ABC, where he worked for Previously worked at UPN, before the strategic development; also held positions 24 years. network merged with The WB to create at NBC, Bravo, Fox Sports and UPN. The CW.

Big move: Finding the perfect spot to launch Fox’s risky first live musical, Big move: Shifting The Blacklist to Big move: Debuting Arrow spinoff The Grease: Live on Sunday, Jan. 31, to an Thursdays in February 2015, which freed Flash on Tuesdays at 8 in fall 2014, audience of 12.2 million. The three-hour up the Monday post-The Voice time slot to instead of slotting it after Arrow on event needed to air on a Sunday, the only launch another potential hit, as it did this Wednesdays. “We debated ‘circling the night that Fox programs three hours. But season with Blindspot. “We were in such wagons,’ but we had put Arrow on a night, between NFL playoffs and awards shows a deep hole on the night, and we were in in a time slot, that was not historically like the Golden Globes and the Oscars, a situation where it’s not a question of a male-skewing time period on our air,” “the January-February Sundays tend to be being third or fourth in the time period, he says. “That helped give us confidence chockablock with fantastic competition, it’s fifth or sixth,” says Bader. While the that we could repeat the same thing with or we have big events,” says Harrison, who Blacklist’s live ratings were less than NBC Flash to help build out the schedule.” The found one night with just the Pro Bowl as had hoped on Thursday, “it’s improved our Flash became The CW’s highest-rated major competition. “That felt like, here’s performance tremendously, and in [live- series, and Levy has since replicated the a night where we can program for three plus-7] it’s doing fine. Now with Shades of same move with Arrow/Flash spinoff DC’s hours, and we have a really good chance Blue there, it’s starting to happen. We no Legends of Tomorrow, which now kicks off to crack through with our marketing longer have to be embarrassed on Friday Thursdays. message.” when the ratings come in.”

‘SCHEDULING STILL MATTERS, theﬁvebroadcastschedulerswhowillbecallingthe tersintermsoflaunchingnewshowsandsustain- IN TERMS OF shots:Kahl,seniorevpofCBSPrimetime;AndyKu- ingshows.Regardlessoftimeshiftingandvideo LAUNCHING bitz,evp,programplanningandschedulingatABC on demand, there’s still no better way to get people NEW SHOWS Entertainment; Dan Harrison, evp, strategic pro- to check out a show than positioning in a place that AND SUSTAINING gramplanningatFoxBroadcasting;JefBader,presi- makes sense.” dent,programplanning,strategyandresearchfor With 412 scripted and approximately 750 unscript- SHOWS.’ —LEVY NBCEntertainment;andKevinLevy,svp,program ed series airing on broadcast, cable and streaming sites planningandschedulingwithTheCW.Whilethe lastyear,andevenmoreintheworksfor2016,“ifno recentseismicchangesinthetelevisionlandscape oneknowsyou’rethere,itdoesn’tdoyouanygood,” havecausedmajorevolutionsintheirjobsandtheir saysKahl.(Thebroadcastnetworkswillunveiltheir approachtoscheduling,theynotethatifanything, schedulesinNewYorktheweekofMay16.Manyof their contributions are even more essential than ever. thecablenetshavealreadyhadtheirpresentations, “Schedulingremainsthebestrecommendation thoughseveralmajorplayers,includingTurnerand enginethereis,”saysLevy.“Schedulingstillmat- ESPN,willhitNewYorknextmonthaswell.)

ADWEEK | APRIL 18, 2016 31 UPFRONT ‘IT’S A CONSTANT EVALUATION PROCESS. IT’S REALLY A POKER PREVIEW MATCH, AND YOU’RE CONSTANTLY ASSESSING THE STRENGTH OF YOUR HAND VERSUS EVERYBODY ELSE’S.’ —KAHL

That’s why buyers will be looking to those upfront ing a schedule that drives audiences to watch as much schedules to determine which new and returning live programming as possible remains key. shows are most worthy of their advertising dollars. “Even if half the viewing is time-shifted, half of it “The schedule is still very important. When we’re isn’t. You’re going to go after the biggest slice of audi- doing our analysis for whether we think a new show ence you can at any one time—and 50 percent of the will succeed, you’ve got to look at what’s leading into audience is a big slice,” says Bader. That’s especially it and what’s leading out of it,” says Betty Pat McCoy, important because while audiences live in a time- svp, managing director and director of investment, shifted world, the network aliates do not. “We have GSD&M, who notes that this season’s biggest fresh- 240 aliates that broadcast for us, and they are a man hit, Blindspot, owes much of its success to air- completely linear business,” says Bader. With most of ing after The Voice, one of NBC’s top-rated shows. that advertising sold on a live or live-plus-same-day “That’s still how you launch a show, thanks to that basis, “they care deeply about the performance of schedule.” their 11 o’clock news. So what we put on at 10 is very While some aspects of the job haven’t changed— important to them.” scheduling still revolves around creating ideal “flow,” The switch to more original content has also or compatibility between programs on a given night— robbed schedulers of a crucial safety net. Freshman the broadcast schedulers’ jobs are now vastly more flops would routinely get yanked after a few weeks complicated than they were for the majority of the and immediately replaced with repeats or other orig- medium’s existence when they only had to worry inal shows waiting on the bench. But because those about what the two or three other networks were do- midseason shows have already been earmarked for ing. “It was the game of counterprogramming and later in the year, with marketing resources devoted just trying to get the biggest ratings you could possi- to supporting their launches, schedulers are left with bly get in any given time period,” says Bader. few options for instant misfires. “You have to really But with hundreds of other channels now in the be prepared to launch these shows and stick with ecosystem, along with SVODs (like Netflix and Hulu), them as long as possible because there’s no shortcuts VOD, countless other streaming options and addition- anymore,” says Kubitz. al distractions like social media and video games, the Kahl observes that because of delayed viewing, competition is infinite—and includes older episodes of it takes longer to determine whether people are re- whatever series a network is currently airing. “There’s sponding to new shows or not. so much competition, it’s almost impossible to take “Not too many years ago, it was three weeks in that into account absolutely everything,” says Harrison. you had a real good idea whether you were getting Meanwhile, networks are increasingly producing home or not. Now, we certainly have to take a longer- their own shows via their in-house studios, which term view on these shows because we know with all means the series have value to their companies long the competition and all the ways for people to watch, beyond their linear runs, thanks to revenue from it may take a couple of months for people to get to a SVOD, international and syndication sales. “We’ve new show,” he says. moved into an era where you need to be more than This is all occurring as schedulers have been just savvy with your scheduling,” says Kahl. “We’re stripped of one of the most valuable tools in their program caretakers now. We’re asset concierges,” arsenal: repeats, which are no longer tolerated by tasked with turning those shows into “fully realized most audiences (unless the show has the words “Big,” assets” that will make money across platforms, and “Bang” or “Theory” in the title, that is). “So we need countries, for years to come. “The layers of complex- to figure out a way to schedule with a lot more origi- ity have increased,” Kahl says. nal programming in a world where ratings have gone Part of protecting those assets is to position them down, but costs have gone up,” due to the need for in such a way that viewers—many of which are con- more original programming, says Bader. “It’s a much tent to catch up with programs later via DVR, VOD or more complicated financial picture. We don’t have streaming—will want to watch shortly after air. Har- unlimited financial resources to schedule, so how do rison aims to get Fox viewers to watch shows within a you program more for less?” three- or seven-day window, and not just so they will Part of the answer is to shift to a quarterly approach be factored into live-plus-3 and live-plus-7 ratings. to scheduling, spreading out original shows throughout “Otherwise, the reality is they’re probably not going the year to minimize repeats and keep fresh content up checking into the show as it falls lower down a pri- flowing throughout the season. “I spend a great deal of ority list,” Harrison explains. “Scheduling is about my time trying to figure out where and when we’re go- content windowing.” ing to be able to launch a show, and do we have enough Even as they account for delayed viewing, creat- marketing resources to launch that?” says Kubitz.

32 APRIL 18, 2016 | ADWEEK BROADCAST AND CABLE Yet while the schedule creation is their biggest son must fill the huge January-to-May programming UPFRONTS spotlight, it also represents just a fraction of their void left by American Idol, which has ended after 15 daily and weekly routines. seasons. Kahl and Bader will need to navigate an un- BET April 20 “The least amount of time is spent on the big usual new Thursday Night Football schedule (CBS Jazz at Lincoln Center moves,” especially now that scheduling represents 52 gets five games early in the season; NBC will air five weeks a year, says Bader. Much of their time is devoted Thursday games beginning in mid-November), while MTV to program planning strategy, research, tracking com- both Kahl and Kubitz will be collaborating with new April 21 Moynihan Station petition’s moves, overseeing listings in electronic pro- network presidents for the first time (Glenn Geller at gram guides, coordinating repeats and preemptions CBS, Channing Dungey at ABC). And The CW presi- FOX with each series’ particular story arcs, and determin- dent Mark Pedowitz wants to launch at least two new May 16 Beacon Theater ing ways to maintain a show’s momentum when it has series in the fall, which means that Levy has to carve 22 episodes that are stretched over a 35-week season. out schedule space even though The CW recently re- NBC, NBCU CABLE “Does sales have all the units they need in a show? Do newed every show currently on its air. ENTERTAINMENT AND TELEMUNDO we need to remove a break for better audience flow? As the schedulers enter crunch time, one of the May 16 There’s a lot of coordination between sales, program most important tenets is that any move is possible. “I Radio City Music Hall operations and aliates about where are the preempts believe in being pretty open-minded when the pro- ABC going to fall, where are the repeats going to fall,” says cess starts. I believe our process always takes us to May 17 Bader. “It’s a lot of moving parts.” best, most logical schedule,” says Kahl. “Check your Lincoln Center And a lot of navigating internal and external forces ego at the door and let’s get the job done.” ESPN at the network and studios, most of whom have root- That helps lead to unexpected developments, like May 17 ing (and sometimes conflicting) interests and opinions CBS’ decision last year to create its first comedy-free Minskoff Theatre about which shows deserve the most attention and Monday night lineup—Supergirl, Scorpion and NCIS: scheduling love. “It’s our role to have a big picture view Los Angeles—in 66 years. “Tradition is important to UNIVISION May 17 and make tough choices that you understand, well, us, but TV today does not much resemble TV from 50 Lyric Theater this department’s not going to be thrilled with this,” years ago. You can’t be so beholden to tradition that it says Levy. “You’re making business decisions; it’s so afects good business decisions,” says Kahl. CBS May 18 much more than, ‘This show is better than that show.’” Because there’s often no clear-cut right or wrong Carnegie Hall That is especially the case when it comes time to answer (“You don’t know that if we had done scenario piece together the fall schedule, which the schedulers B, C or D, we wouldn’t have gotten a better or worse TURNER May 18 have been preparing for since last September. outcome,” says Levy), the schedulers must help facili- Theater at MSG “The minute your fall schedules are rolling out, tate a final decision among the execs and make sure you’re already asking the question, what does this that everyone remains supportive of it. “You have to THE CW May 19 mean for next fall? Where are there going to be open- keep the group unified and say hey guys, remember City Center ings?” as Kahl points out. “It’s a constant evaluation we talked about this, we did our due diligence. We process. It’s really a poker match, and you’re con- made a decision and now we’re moving forward with stantly assessing the strength of your hand versus it,” says Levy. everybody else’s.” In the end, “we try and put together nights where To that end, they’ve been spending the fall, winter our ad sales can bring a coherent message to market. and spring months generating hundreds of schedul- We’re very much conscious of our customers, our ing scenarios, involving various shows staying put for viewers whether they’re live or delayed, our advertis- next season or shifting to other days and time slots, as ers who rely on us to reach their consumers and our they wait for the finished pilots to arrive this month. aliates of course,” says Harrison. “You try and come This early planning will save time in the thick of their up with a coherent set of nights, a philosophy that can heated scheduling deliberations with top network ex- be communicated as part of the upfront message: ecs in late April and early May. come and check out what we have to ofer. And that “When you pull or move one domino, it changes starts with the schedule in May.” the entire board. ‘Oh, yeah I want that show on Mon- And while they undoubtedly will emerge from the day.’ ‘OK, but you took it from Wednesday. What are process next month with grayer hair, frazzled nerves you replacing that with?’ And the house of cards and several weeks’ worth of lost sleep to catch up on, just falls down,” explains Kubitz. “That’s huge data this fraternity of schedulers say there’s nothing else sifting that we have to do. We don’t want to be do- they’d rather be doing. “It’s still really fun,” says Kahl. ing that at the last minute, so we’re prepping for that “Speaking for all of us, we love what we do. You get a right now.” little taste of the creative process, and there’s also the Each network will have its own unique scheduling logic process. So you really get to exercise both sides challenges to tackle going into this upfront. Harri- of your brain. It’s the best of both worlds.”

ADWEEK | APRIL 18, 2016 33 LIFETIME SPECIAL ADVERTISING SECTION

The State of Womanhood Lifetime looks at how women live today…and how strength and equality should be encouraged and celebrated

hat is it like to be a woman in Would you call it a feminist approach? “We want to be the W America in 2016? That’s not an Definitely. But in a contemporary way. You easy question to answer. On the know, a lot of people seem to have a dated one hand, women are more open than ever connotation of what a feminist is. They still aggregator and to embracing what makes them unique so picture bra-burners from the ‘60s and ‘70s. that they can reach their full potential. On That’s not what today’s conversation on curator of the new the other, they still feel discouraged by the equality is like. Modern feminism—what feminist voice in inequalities that seem to be an unending people have been calling the fourth wave part of everyday life. —is pragmatic, humorous and inclusive. entertainment.” Simply put, womanhood is complex. That’s You know, it’s really about people saying, what Lifetime found out from its recently “Inequity doesn’t make sense; let’s do -LIZ GATELEY, LIFETIME commissioned in-depth look at womanhood. something about it.” Adweek Brandshare spoke with Liz Gateley, SVP and head of programming at Lifetime, There’s certainly been a movement to leader in hiring and supporting women in about what the network discovered. adopt this view in the media. creative roles, and we are identifying and Without a doubt. Ad campaigns like Dove’s developing the industry’s up-and-coming What about womanhood today stands out Real Women or Always’s Like a Girl really talent through programs like Broad Focus to you? speak to the challenges women face and and our alliance with the AFI Conservatory When we conducted our study of how to overcome them. Books like Wild and Directing Workshop for Women. womanhood with marketing consultant Lena Dunham’s Not That Kind of Girl show Troika, one thing became clear: Women the journeys of discovery women go on. How will we see this in Lifetime’s really have a highly conflicted love-hate There’s never been a time like now where programming? relationship with womanhood. all the dominant forces in pop culture are We’re going to speak to all women with heart, women. From Beyoncé to Adele to Jennifer humor and strength and we’re building our Does that impact women’s attitudes? Lawrence to Amy Poehler, they’re redefining entire slate around that. There’s no better Women love many of the aspects of being femininity and strength. example than UnREAL, which, more than any a woman, like motherhood and our female other series, has redefined this network. It’s friendships and our multi-tasking superhero And Lifetime is embracing this? our biggest critical success ever and its viewers powers, but they also often feel overlooked We want to be the aggregator and curator of have a lower median age and higher income and dismissed. We found one universal the new feminist voice in entertainment… than any scripted show on our network. We’re truth in what they look for in their content: the strong feminist voice that celebrates going to continue to push the envelope towards characters who convey strength. That’s why and encourages strength and equality. strong women who inspire us. our own Quinn and Rachel from UnREAL It’s a natural extension of how Lifetime and superheroes like Katniss Everdeen are supports and promotes the female voice in Turn the page for an infographic of the resonating with women. entertainment. We’ve been the industry Lifetime-Troika findings on womanhood. L1 APRIL 18, 2016 | ADWEEK ©2016 Lifetime Entertainment Services, LLC. All rights reserved. 0378. OrNewest “Our Obsession.” - - B UZZFEED JUNE6 LIFETIME SPECIAL ADVERTISING SECTION

WomanhoodThe Joys and Challenges of Lifetime partnered with consultant Troika for an exhaustive ethnographic study on the state of womanhood. For several months, more than 450 women wrote down everything about their day—what they did, what they watched, how they felt. The ﬁndings? It’s great to be a woman…and it also really sucks. Here’s why:

1 4. SELF-EXPRES

Women love being the ones who hold everything together. They’re nurturers, mothers and caregivers, seeing this role as a key source of strength. 1. SENSE OF PURPOSE

From embracing their beauty to demonstrating their emotional intelligence, women know there’s power in how society sees them. Hold the door open for me? Sure. 2. SOCIAL CAPITAL

Female friendships are deep and rich. Women get each other in ways others don’t. It’s no surprise they feel most empowered when they’re in the company of SUPPORT other women. 3. SOCIAL L3 APRIL 18, 2016 | ADWEEK 4

Women can express their unique style in inventive ways. They’re free to share their full range of emotions—no need to keep things bottled up.

SSION 5

A catcall…an unwanted touch…a missed promotion. It’s a sad truth that women frequently have to manage instances of 5. INEQUALITY sexism, hostility and harassment.

There’s constant 6 conﬂict around the unwritten social rules of what women should and should not do. Look your best but don’t try too hard. Be sensitive but don’t be needy. Be smart and EXPECTATIONS lead, but don’t come 6. SOCIAL on too strong.

Women feel 7 continually minimized. They’re judged on their appearance. They don’t get credit for managing the home. Their coworkers fail to appreciate ILLUSTRATION: blindSALIDA UNDERVALUED their intelligence 7. FEELING and skills. ADWEEK | APRIL 18, 2016 L4 ENTRIES CLOSE MAY 16 isaacawards.com

IMAGINE. INVENT. IGNITE.

Join the other Project Isaac Award winners — those driving the future of marketing, advertising and media. Go for the gold. Enter today.

GOLD WINNER 2015: Media, Out-of-Home Media Invention Air Orchard, UTEC (University of Engineering and Technology), FCB Mayo, Lima PerON THE ORIGINS OF BRANDS AND THE PEOPLE WHO BUILD tive THEM SWIPE 41 // PORTRAIT 43 // SPACES 44 // INFO DIET 45 // LOOK BACK 46

THE DOLL Samantha Parkington, who is a“brightVictorian beauty being raised by her wealthy grandmother in 1904,”hasbeenpart of the line since 1986.

BRAND NAME American Girl Dolls DAINTY, PLASTIC AND EXPENSIVE, THESE 18-INCH DOLLS ARE A $600 MILLION EMPIRE. BY ROBERT KLARA «

THE OUTFIT Like all American Girl dolls, Samantha comeswithaperiod outﬁt that’s also available for girls. Samantha’s pink polka-dot dress sells inahumansizefor $58 retail.

THE FURNITURE American Girl’s à la carte pricing means accessorieslikethis whitewickercanopy bed and lacy sheet set($150)aresold separately. PHOTO: NICK FERRARI NICK PHOTO:

ADWEEK | APRIL 18, 2016 39 BRAND NAME

3 Miniature empire 1 2 Schoolteacher Pleasant Rowland (1) founded American Girl in 1986, set up shop in this industrial building in Madison Wisc. (2)andmailedoutthe ﬁrst catalog (3) in time for Christmas 1986. Holiday sales that year hit $1.7 million, confounding skeptics.

ate in 2013, a new crop of videos kind of bond that develops between American began surfacing on YouTube. girls and American Girl dolls. And what They featured everyday themes explainsthat?AmericanGirlhasgoneoutof like going food shopping and itswaytocraftelaboratebiographiesforeach eating out. One of them even dollcharacteritmakes,givingeachasortof notched over 14 million hits. personalitythatseeminglytranscendsthesoft Their amateur directors (nearly all of them vinyl figure in question. younggirls)shotthefilmsusingstop-motion “Whileitwouldbeeasytocallusadoll animation. By last year,there were so many FastFF Facts company, we’ve always thought of ourselves of these movies that they became their own 1986 First dolls as storytellers,” said American Girl’s vp of genre—AGSM. hit the market. marketing Julia Prohaska, “creating inspiring Translated: America Girl Stop Motion. 1998 Mattel buys stories and advice that help girls reach their It’shardlythefirsttimethatAmericanGirl brand for $700m. full potential and ultimately connect girls with dollsmadetheculturalradarscreen.Foryoung 1.6m Size of each other across time, across circumstances ladiesaged7-12,theremaybenotoymore American Girl’s and across generations.” coveted than these 18-inch tall, highly realistic, social following. Whichwasthemission(moreorless)when ethnically diverse and politically correct 29m Number of schoolteacher Pleasant Rowland developed the playthings—yours for only $120 a piece. dollssoldtodate. dolls in 1985, pairing each with a corresponding AmericanGirlsellshistoricdolls,twindolls, series of books detailing the doll’s imagined “BittyBaby”dollsanddollsthatgirlscancreate historical background—Felicity, the colonial- Belle of the ball themselves with 40 diferent combinations era tomboy, say, or Kirsten the Scandinavian Among the first three of hair,eye and skin color.But American Girl farmgirl.“Iwantedtogivegirlsan dolls offered—and one dollsarenotjustdolls.They’rethegatewayto understandingofAmerica’spastandasenseof still in production—is afullythemedworldofclothing,accessories pride in the traditions they share with girls of Samantha, a wealthy girl andevenfurniture.Eachdoll(todate,29 yesterday,” Rowland has said. of the Gilded Age. In the million sold) comes with a series of books Critics contend that such idealism faded series of books about her (153 million sold). Of course, there’s a website when Mattel bought the brand in 1998 for $700 life, Samantha becomes (52 million visits yearly)—but there’s also a million,thoughthecompanyhasmaintained conscious of her class privilege when she magazine(circulation350,000)andachainof thetraditionofissuingethnicallydiverse befriends a servant girl retail stores (80 million visitors to date) that dolls. Some (like Russian-Jewish émigré named Nellie. include—stay with us, here—doll restaurants, Rebecca) have been well received. Others (like dollhairsalonsandaspacefordollparties. Latina Marisol Luna, who flees her inner-city An empire like this doesn’t happen by neighborhood for the safety of the suburbs) accident. The only doll in the same league is have not. Say what you want, though, girls like Barbie,andoneofhersellseverythreeseconds. the dolls—enough, in some cases, to make stop- Nevertheless, Barbie would be jealous of the motion YouTube movies with them.

1986 Our gang Though most of its dolls are Caucasian, American Girl tries to sound multicultural notes with dolls of varying ethnicities and cultures, including Kaya (a native American) and a Mexican girl named Joseﬁna.

2016 DOLL GIRL AMERICAN OF COURTESY PHOTOS 40 APRIL 18, 2016 | ADWEEK SWIPE | HERE TODAY, BOUGHT TOMORROW

Living the Stream THE MEVO CAMERA TAKES LIVESTREAMING TO A WHOLE NEW LEVEL. BY EMMA BAZILIAN

Mevo Live Event Camera $299 By now, we all know that livestreaming is the new big thing. But let’s face it: Those shaky videos you’re shooting on your GoPro or iPhone aren’t blowing anyone’s mind. That’s where the Mevo camera comes in. The pocket-size device and accompanying app lets you simultaneously stream and edit professional-looking videos for platforms like Livestream and Facebook Live via Wi-Fi or LTE, or record content for later use. The camera itself is pretty impressive, with a Requires 150° glass lens, 4K sensor and built-in stereo microphones, iPhone 5s with iOS 9 or but where Mevo really shines is its iPhone software. With higher just a few swipes, you can crop the live image to create up to nine diferent “shots” and then switch between them, giving viewers the impression that they’re watching from multiple camera angles—eventhoughthecameraitself never actually moves. The app also lets you pan, tilt, zoom, automatically track moving people and objects, and even apply ﬁlters. Buy it: getmevo.com

4K sensor

150° all- glass lens

Stream live or share later

Built-in stereo microphones PHOTO: CLAIRE BENOISTPHOTO:

ADWEEK | APRIL 18, 2016 41 SWIPE

Clutter Cutter Cove USB Charging Station $250 Keep your tech organized and ready to go with Griffin’s Cove charging station. Available in three wood finishes to suit PLUG any décor, the Cove can hold up to five IT smartphones and tablets on its lined, non-slip shelves. The front cover slides shut to hide any clutter, and a metal bar at the bottom lets it double as a tablet stand. Buy it: griffintechnology.com

Discreet and FITNESS stylish design Get Fit UA HealthBox $400 Unveiled earlier this year at CES, Under Armour’s HealthBox system wants to monitor your personal fitness 24/7. The kit includes a wristband with allof o the usual fitness-tracking capabilities (steps, sleep quality) plus a few extras (like phone notifications, an alarm and music control), a smart Wi-Fi scale that records your body weight and body fat percentage, and a heart rate chest monitor. All thrree devices sync automatically with the UA Record smartphone app so you can supervise every aspecct SMART of your health, set goals and connect with friends and other fitness-tracking platforms. Write On Buy it: underarmour.com Moleskine Smart Writing Set $199 The pen-and-paper obsessive’s notebook of choice just got a high-tech update. Moleskine’s new Smart Writing set features a specially designed notebook and smartpen that automatically capture your analog writing and transfers it in real time to your smartphone or tablet. Use the Moleskine app to edit your notes, add audio or sync DRINK them with Google Docs or Evernote. Buy it: moleskine.com In Viino Verittas

Coravin ModeelTwo $350 TUNEN Don’t let precious wine go to OUT waste. Coravinn’s new Model Two lets you pour a single glass of vino while keepingtherestof Heaar, Hear! the bottle fressh—and thecork VibessHigh-FidelityEarplugs intact. The devvvicevi features a Everybody knows that loudconnc ts super-thin hollowwneedlethatwn can wreak havoc on your hea ngg, pierces the cork anddlet lelets wine but weearing standard foamearp s flow out, then pumps argonnintointo int meanss muffled and distoorted the empty spaace in the bottle sound. Vibes High-Fidelity eara plu s, to prevent oxiddation. Thecork howevver, were designed specifically automatically self-seals due to for livemusic in mind.Thhey reduce pressure, and because your wine volumme while maintaining(andeven never touches oxygen, it will enhanncing) audio clarity, so you’ll get continue to age and mature as if to expperience your favorite band the it had never beeen opened. right way—justw without thepost-show Buy it: coravin.com ringing in your ears. Buy itt: discovervibes.ccom 42 APRIL 18, 2016 | ADWEEK PORTRAIT

AGENCY Specs Who (L.tor.) Creative director Hyperbolous Marcus Kemp, COO, production THIS VETERAN ADMAN KNOWS THAT GOOD WORK AND SOLID director Pamela Hopkins, CEO RELATIONSHIPS ARE THE SECRETS TO COURTING CLIENTS FROM Blaine Lifton and ANOTHER AGENCY. BY KATIE RICHARDS senior art director Laramie Lifton What Full-service Before founding Hyperbolous, CEO Blaine Lifton built enduring relationships at previous ad agency agencies with clients like WebMD and Sleep Number. Those connections were so strong that Where when Lifton set up his new shop, established in 2002 as Free Enterprise and rebranded as New York HyperbolousinNovember2015,heeventuallymanagedtoattractbothclientstohisventure. “Itshowsagreatbeliefinusandwhatwecando,”Liftonsaid.Thefull-serviceagencyhas doneeverythingfromcreatingTVspotsofrealpeopletestingSleepNumberbedsoncamera todesigningpackagingforamaplewaterbrand,Drinkmaple—anditalwaysdeliversresults. RecentworkforDrinkmaple,whichincludedeverythingfrompackagedesigntoananimated ﬁlm, landed the product on Whole Foods Market shelves, and work for Sleep Number helped

PHOTO: SAM KELLY themattresscompany’sstockrisefromtheashesoftheGreatRecession. ADWEEK | APRIL 18, 2016 43 SPACES 1 Since littleBits are electronic building blocks that “snap together” with magnets, themottobecameanunofﬁcialtaglineaftermusicianReggieWatts’videopromo for the company. 2 ThelittleBitsProLibraryisacollectionbuiltforschools, 1 libraries, maker spaces and design agencies. 3 “ThisisasectionofthelittleBits Tunnel,” said Shapero, “which contains the entire littleBits library arranged byfunction—blueispower,pinkisinput(dimmers,buttons,sensors),greenis output (buzzers, fans, speakers, motors), orange are connectors (wire, cloud, programming).” 4 ThelittleBitsTalkingPuppetisalimited-editionkitcreatedfor the2013TEDconferencewhereBdeirspokeasaseniorfellow. 5 The Musical Twisterwallletsuserscreatemusicbytouchingdifferentpartsoftheirbodiesto metal circles that trigger sound from an MP3 player. 6 Bdeir developed these early cardboard prototypes and sketches. 7 More early prototypes for littleBits.

2 3

5 OFFICE VISIT LITTLEBITS 4

New LittleBits York THEINVENTOR-FRIENDLYDIGSOFTHEELECTRONICS KIT STARTUP THAT IS DEMOCRATIZING INNOVATION. BY CARRIE CUMMINGS 6 Kids are naturally curious, but that curiosity is often tempered by gender stereotyping—boys can build stuff, girls can’t. But, thankfully, all that is changing, and with help from littleBits, a New York-based electronics kit startup, kids—regardless of gender—are gaining more access than ever to the tools that help them create inventions. LittleBits’ mission to democratize hardware is spearheaded by founder Ayah Bdeir, a 2011 MIT graduate, TED senior fellow and co-founder of the Open Hardware Summit. Since the ﬁrm wants to help kids embrace STEAM—science, technology, engineering, arts and mathematics—it must also have an ofﬁce that does the same. “We wanted to create a space to mirror littleBits the product—modular, playful, open and design-focused,” said littleBits marketing vp Alyson Shapero, “And to inspire the team to do amazing work to further the littleBits mission: Empower 7

everyone—of any gender, age or technical background—to be an inventor.” PHOTOS: KARIN KOHLBERG 44 APRIL 18, 2016 | ADWEEK INFO DIET

something about 140 characters that I like. You have your say and make it a day.

How do you decide what to post? It seems very unfiltered, especially your photos. I just do what I do. I don’t think about it too much. But I will say that there’s a real hesitancy in me to put my family on there too often. That’s why it’s mostly selfies. I would prefer not to do any selfies, but it seems that that’s what people appreciate and react to, so I’ll feed that dog and I don’t have a problem with it.

Who do you follow? I like Michael Ian Black, [Marc] Andreessen, Steve Martin. I like Dina Martina, who’s a drag queen. Very kooky. I like Daniel Tosh, although I think he’s got 20 million followers, and I really would appreciate it if he could give me, like, half of them. Just the ones he doesn’t need anymore. And I love Johnny Knoxville. He’s very funny.

What TV shows do you watch? First of all, Underground. Then The Knick and Fargo. I think that the last thing I binge-watched was The Knick.

What’s on your reading list right now? I’m actually reading The Nine, which is about the Supreme Court justices in the Clinton/Bush era. The Rehnquist court and then the Roberts court. It’s blowing my mind. The writer, Jeffrey Toobin, is really great. He’s the guy who wrote the book The People vs. O.J. Simpson that the TV series is based on. Next up—I’m kind of going retro—is The Fatal Shore, which is the history of Australia. And I just ﬁnished The Human Stain by Philip Roth.

Print or e-book? I want to love the INTERVIEW Kindle, but there’s just something Specs about a book. I love the texture of it. I Age 55 guess you’re just used to what you’re Claimtofame used to. Christopher Meloni Stars as August Pullman You were great in the Wet Hot THE UNDERGROUND STAR TALKS TWITTER, on WGN America’s American Summer reboot on Underground Netflix last year. Any plans for SELFIES AND WET HOT AMERICAN SUMMER. (Wednesdays, another season of that? I’ve heard BY EMMA BAZILIAN 10 p.m.) that that is in the air. So we’ll see. It Base Los Angeles was incredible. I was really so proud Twitter What’s the first information through a woman named Tracey of David Wain and Michael Showalter, @Chris_Meloni you consume in the morning? Pennywell who actually does this for both what they wrote—the whole arc Newspapers via my iPad. I read The a living. She managed my account, got and everyone’s individual storylines— New York Times and Wall Street me started, and then I took over. I treat plus being able to manage getting Journal. it as a creative outlet. I’ve started all the people back was a herculean thinking more that maybe I should effort. You’re pretty prolific on Twitter, just save that for my Facebook, but posting everything from political you can’t do Facebook and Insta and Do you think we’ll see you in any thoughts to beard selfies. How did Twitter. After a while, it’s just like, other comedy roles soon? I’m you get started on there? It was holy Jesus. [Laughs] That becomes waiting to hear on a movie. Can’t spill the beans! But it would be fun.

PHOTO: MAARTEN DE BOER/CONTOUR BY GETTY IMAGES about three years ago. I got involved a full-time job unto itself. And there’s ADWEEK | APRIL 18, 2016 45 LOOK BACK

PEOPLE FACT Simmons’ 65 ﬁtness videos have sold over 20 million copies. 198 Richard Simmons

Long before fitness was a chic lifestyle replete with glamorous spandex-clad icons like Tracy Anderson who expertly blur the line between client and BFF, there was one man who sought to bring the tenets of health and wellness to the masses: Richard Simmons. Famous for his flamboyant personality, outrageous outfits and down-to-earth vibe, Simmons rose to fame in the 1970s as the weight-loss guru for overweight housewives across America. Simmons quickly gained recognition and star status, even appearing in spots for Sprint, Yoplait and Simmons mattresses. Most recently, he was in the news again due to reports that

his housekeeper was holding him hostage in his Beverly Hills home. Simmons denied the claims. —Carrie Cummings GALELLA/WIREIMAGE RON PHOTO:

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