Agency of the Year Hearts & Science

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MEDIA AGENCY OF THE YEAR

BREAKTHROUGH HEARTS & SCIENCE PHDGLOBAL

U.S. HAVAS

CEO COLIN KINSELLA AND TEAM « TOREOFFASTRINGOFMIDSIZE CLIENT WINS USING THE PARENT COMPANY’S ‘VILLAGE’ APPROACH. BY PATRICK COFFEE HERE’S TO A WORLD OF BEAUTIFUL IMPRESSIONS.

And what an impression you continue to make on us with your boundless vision, innovation and creativity. Congratulations Havas Media, Adweek’s U.S. Media Agency of the Year. Thank you for 20 years of excellence and counting. That’s the right way to win in this big, bold, beautiful world.

Your friends at OppenheimerFunds.

©2017 OppenheimerFunds Distributor, Inc. COVER: KEVIN SCANLON; THIS PAGE: BRINKLEY: PATRICK MCMULLAN/GETTY IMAGES; GE: BLOOMBERG/GETTY IMAGES FEBRUARY 13, 2017 | VOL. LVIII NO. 4 NO. LVIII |VOL. 2017 13, FEBRUARY PERSPECTIVE Chris Stone on scoops office tour; measuring measuring tour; office chiefs on the state of of state the on chiefs Sports Illustrated’sSports storytelling report. BRAND NAME 34 Model of a modern amodern of Model DATA POINTS 12 POINTS DATA Hearts & Science. Hearts CONTENTS Twitter Loops; TV FEATURES says bye to bros. to bye says media executive. 7 LOOK BACK 38 New York-based York-based New UPFRONT AGENCIES OF OF AGENCIES and swimsuits. PORTRAIT 37 YouTube visual Honoring PHD, PHD, Honoring THE YEAR 15 15 YEAR THE And the Oscar Oscar the And 2andSunny N.Y.2andSunny TRENDING 4 Jägermeister Influenster’s Influenster’s the season. the MOVER 36 goes to …. to goes Havas and and Havas Oberland. VOICE 11 VOICE with digitalwith subscriptions. offers offers York Times New free Spotify Premium Premium Spotify free ORIGCONTROVERSY COURTING Later in the week, Under Armour tried to mitigate the backlash by issuing astatement byissuing backlash the mitigate to tried Under Armour week, the in Later asset.” from ‘et’ you the remove if description, that with agree “I heresponded, “asset,” an as of Trump description Plank’s about News Jose Mercury San bythe asked When Curry Stephen star NBA beliefs.” neither nor my my words, are “These saying, comments, Plank’s to respond to Instagram Dwayne “The Rock” Actor Johnson Plank. with disagreed” “strongly Copeland Misty balletdancer post, Instagram In an CNBC. with businesses interview an in American to asset” “a real as Trump President Donald to for referring Plank brand’s Kevin CEO apparel the out against speaking are endorsers celebrity biggest of UnderSome Armour’s against President Trump’s proposed travel ban—but not disavowing its CEO’s remarks. CEO’s its remarks. not disavowing ban—but travel proposed President Trump’s against UNDER ARMOUR ENDORSERS COME OUT AGAINST CEO’S ENDORSERS AGAINST COMEOUT UNDER ARMOUR PRO-TRUMP COMMENTS. praised the brand for supporting her over the years, but said that she that but said her years, over the for supporting brand the praised Christie Brinkley Swimsuit Issue at age 63. age at Issue Swimsuit to Sports Illustratedto Sports MOOD BOARD had perhaps the most memorable take on the situation: situation: on the memorable take most the perhaps had returns returns TOP STORY The Week in Emojis THE WEEK IN MEDIA AND MARKETING AND MEDIA IN WEEK THE BY KATIE RICHARDS tech roles by 2020. by roles tech 20,000 women in women 20,000 GE aims have to Valentine’s Day promotion. also took also to Domino’s wedding registry as as registry wedding launches 4 quality of the reviews we are having.” are we reviews the of quality inthe up showing is experience the of quality the think Boiler. “I John co-chair creative and founder said are,” people the enlightened and inspired how amarvel just it’s here been we’ve that time inthe and business, inour by Amsterdam locations. and Angeles Los the with meetings and videoconferences internal for employees all gather to enough large space a meeting and garden, own organic vegetable its plant to plans agency the where adeck Manhattan, of view spectacular a with complete comes also warehouse, coffee old inan located more connected. fl different on teams help to fl fl to light between allow hole to oors agiant cut team the facility, new the to moving upon so off, that pulling to key was light natural of plenty with An open fl work on projects. the agency builds integrated teams to Instead, there are no departments. 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ADWEEK oors ce

PHOTOS: JOHN MUGGENBORG; MAP: CARLOS MONTEIRO The next show that changes the conversation. The next product that changes the world. When you have the right data and the right science, you won’t have to wonder ZKDWȇVQH[Wȃ\RXȇOONQRZ$QGZKHQ\RXNQRZZKDWȇVQH[W\RXFDQJHWWKHUHȴUVW

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2014, loops have been somewhat controversial. me execs acknowledge the nefi t of a publicly viewable Vine tric, while others have ed concern that leaving a STATS p open on a screen could Camera d to infl ated numbers. Video data analytics fi rm witter declined comment Tubular Labs compiled a list of the top branded Vines this story.) of all time. (According to Stays in “Whatever a view means, Twitter, Vines are viewed ew is a view and a loop is a across the web more than p, and there are diff erent 200 million times a month.) The Loop es of content that will do l on that platform,” noted ison Stern, co-founder of bular Labs. 73.9 “I don’t know if having a standardized ad metric for SOCIAL PROS SHARE THEIR TOP ADVICE FOR six-and-a-half-second loops TWITTER’S NEW FEATURE. BY MARTY SWANT isgoingtomakeorbreak anybody’sadcampaign,”said eMarketer analyst Paul Verna, LOUIS VUITTON adding that he tends to “take In a Vine from a 2015 Long before Snapchat and is seen by some as a way aprettyskepticalview”ofad exhibit in Paris, the fashion Instagramwenttowarover for Twitter to more directly metrics on digital platforms. brand highlighted how its whichwouldownshort-form compete with Snapchat and These days, he said, most handcrafted products are video, there was another king of Instagram, which both have marketers view campaigns stitched, amassing 73.9 million views, with 21 thecontentjungle:Vine. theirowntypesofshort-form on a case-by-case basis. million in the fi rst month. Foryears,theTwitter- video. Kyle Bunch, managing owned app has been a platform “I felt like Vine was one directorforsocialatR/GA, for creating 6.5-second videos. ofthefirstplatformstohelp said it matters less how loops However, last month, Twitter marketers and advertisers to immediately drive purchase 22.7 retired Vine, replacing it with reallyhonetheirstorytelling andmorehowtheformat Vine Camera as a way to let to tell an effective story on that works over time. He said userscontinuetakingand platform,” said Jen Choi, senior Twitter should add more uploading the same kind of social marketing manager at granular advertising with loops videos that made Vine and its Huge. Brands such as Buick, for better targeting and data community of creators famous. Downy, Samsung and GoPro collection, but also predicts GENERAL ELECTRIC General Electric conducted Twitterisalsografting have used Vine to boost that Twitter could someday a science experiment that in another signature Vine engagement and awareness. sellvideosonaper-loopbasis. became art, showing what characteristic: loops, the metric So what’s the value of a loop? “Loops are a part of this larger happens when combining usedforcountinghowmany Agenciesagreeit’stooearlyto storyaroundafairlydramatic milk, food coloring and dish timesapieceofVinecontentis tellhowtheywillperformin shift in how we measure and soap. The video was viewed watched. The move to loop any their new home. However, understand the impact of video 22.7 million times since 2013. video shorter than 6.5 seconds since their introduction in content,” Bunch added. 11.8 ADVICE FOR USING LOOPS

Get in Short Choose Take a GIF can be content broad 12mode. sweet. 34wisely. approach.

Thinkofloops like slightly Brands that want to According to Stern, Vine loops shouldn’t be GOPRO longer GIFs, Moment work on their storytelling certain types of content used as a centerpiece In its typical extreme style, Studio CEO Ken Kraemer should experiment with do better as loops for a campaign, but GoPro showed model Roberta Mancino jumping said. “People use them six-second nonlinear than others. Comedy, as part of a broader off a cliff while wearing almost like miniature storytelling. “Creativity sports and stop- strategy, Verna said. heels, leaving a cliff-hanger poems that get a little often ﬂ ourishes around motion animations “There’s a place in the as she descends. It’s been feeling across better than you when there are all have resulted in ecosystem for that type v i e w e d 1 1 . 8 m i l l i o n t i m e s . words can,” he said. constraints,” Choi said. high-performing loops. of product,” he said.

6 FEBRUARY 13, 2017 | ADWEEK

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TELEVISION This Is Us The freshman hit was “built the old- fashioned way,” What Broadcast Chiefs said NBC’s chief. Learned This Season YES, RATINGS ARE DOWN AGAIN, BUT THIS IS US’ BREAKOUT SUCCESS GIVES THEM HOPE FOR THE FUTURE. BY JASON LYNCH t’s been another challenging season for your way into it. You can’t formalize a process the broadcast networks. Between the that figures out how to check off the boxes so presidential election and the continued you just can manufacture it. It’s the old-fash- shift in viewing habits, almost all of ioned thing of, the timing is right, the creator them are down this season in the key has an idea that he’s passionate about that hits adults 18-49 demo except NBC, this the audience at a certain place. It fills a void Iseason’s demo leader (only Fox is up, thanks that we didn’t even know was open. All those to the Super Bowl). But a few standout new things that in hindsight you go, ‘Oh yeah, that shows—particularly This Is Us—are giving makes sense why that worked,’ but you can’t them hope for the future. The five broadcast see in front of it. This Is Us is the great example chiefs talked with Adweek about the biggest of that. We weren’t in the market for a show lesson they’ve learned so far this season: like that; it was Dan [Fogelman, the creator] with an idea that we immediately sparked to NBC Entertainment chairman Robert and then we built it the old-fashioned way. It’s Greenblatt: “You never know where a hit is got no stars in it. It’s just good casting. And the going to come from, and you can’t strategize finished product was extraordinary.”

the celebration starts now.

Congratulations to our friends at PHD Worldwide, for being named Adweek’s “Global Media Agency of the Year.” Let the festivities begin.

ABC Entertainment president CBS Entertainment president Glenn Geller: bit. We have the No. 1 new drama [in total Channing Dungey: “For me, coming to “For me, it’s that you have to remember viewers] with Bull and the No. 1 new com- the end of the first year on the job, just how who your audience is. You have to give them edy [in total viewers, with Kevin Can Wait]. difficult it is in terms of putting a schedule the kinds of programming they like, while That doesn’t happen by guessing what the together. Anybody that grows up in cre- also taking swings. And I think we’re able audience wants. It happens because we re- ative, you play armchair scheduler as you to do that. Superior Donuts is a comedy ally pay attention to what we develop and go, and when you’re actually sitting in this that fits right in our wheelhouse. And yet, how we schedule our programs.” seat, and every decision that you make has it certainly is going to take a swing in terms real creative and financial repercussions, of its subject matter. Those are the kind of Fox Television Group co-CEO and it’s much more complicated. Particularly shows I want to put on, and I think it keeps co-president Dana Walden: “I look at in this day and age, where we’re living in a in mind who are audience is and what they the fall and look at a business of launching multiplatform universe. We as a broadcast want to watch, while also pushing it a little so many shows in this truncated period network have linear schedule demands to of time, where viewers just can’t possibly look at, but then you also want to look at sample all of the great content that’s being how the audiences are watching the shows, platformed in a short period of time. All and when they’re watching them, and all of of us looked at our schedules this year and those pieces playing together. That was the saw, between the Olympics, the presidential biggest lesson and biggest challenge.” debates and the election, that fall was such a challenging time to launch something new. The CW president Mark Pedowitz: ‘You never know And what I have learned in this job is the “The biggest surprise to me, from a pro- where a hit is going ultimate need for prioritization. You have gramming point of view, is that NBC did a to lock in to a show and send a message, and remarkable job with This Is Us. Also, the to come from, and NBC did that incredibly successfully with growth of that audience, because you would This Is Us. They didn’t endeavor to launch have thought it would have headed down you can’t strategize eight shows; they sent a pretty power- the direction of Parenthood, as opposed ful message about one and their audience to the other way. So kudos to them; they your way into it.’ responded. So I have learned again about deserve credit.” Robert Greenblatt, chairman, NBC Entertainment priorities, and the power of broadcast.”

Congratulations, PHD Worldwide for being honored with Adweek’s Global Media Agency of the Year award.

Your friends at Converse. TRENDING

E-TAIL rules, and anyone could do anything,” MOST COMMON she said. Today, Asia-based e-tailers COUNTERFEIT ITEMS are “cooperating more and more” in the fi ght against fakes, though the 18% problem’s far from solved. Where the Fakes One surprising name on the list is Facebook—which, unlike the other FOOTWEAR sites listed, isn’t an ecommerce Hide Out Online platform. But since shady retailers can post products there and complete A NEW STUDY SHOWS THE CONCENTRATION OF 15% 13% a transaction by soliciting an email or COUNTERFEITS. BY ROBERT KLARA directing shoppers to a landing page, Facebook qualifi es as a retail site—at ELECTRONICS EYEWEAR least according to Red Points. According to the International 200 clients, Red Points compiled a Top A Facebook spokesperson Trademark Association, $460 10 list of sites where counterfeit goods TOP 10 SITES WITH THE MOST disagreed with this logic, but explained billion worth of counterfeit goods are most frequently bought and sold. COUNTERFEIT MERCHANDISE that seeking out users posting were bought and sold last year. Not Leading the list is Aliexpress, Chinese “unsatisfactory” products among a ALIEXPRESS 18% surprisingly, much of it happened etailer Alibaba’s marketplace aimed at user base of 60 million is “a complex FACEBOOK 15% online. “The internet makes it easy international shoppers. problem”—and one that Facebook is TOKOPEDIA 14% to hide,” said INTA anticounterfeiting In fact, six of the 10 sites on the list addressing. AMAZON 13% coordinator Tiffany Pho. are headquartered in the Far East— Meanwhile, Red Points’ study DHGATE 11% But where online do most fake China in particular, which has a long- also identifi ed the most commonly IOFFER 9% goods change hands? A new study standing reputation for counterfeit counterfeited goods. As it turns out, from Red Points, a brand-protection production and what you might call a EBAY 8% the most knocked-off item isn’t a fi rm based in Barcelona, Spain, shines relaxed attitude toward intellectual JD.COM 7% designer handbag, but sneakers. a light into this shadowy realm. property. Even so, according to Red TAOBAO 3% “Handbags are for women, but Using data generated by its Points CEO Laura Urquizu, things are ALIBABA 2% footwear is for everybody,” Urquizu custom-built web crawlers that search better than they used to be. “In the SOURCE: RED POINTS said. “It’s an expensive item that draws for fake merchandise on behalf of its old days in the Far East, there were no (FIGURES HAVE BEEN ROUNDED.) all of the population.”

This is what happens when you let us buy the media.

Congratulations to Havas Media Group, Adweek’s U.S. Media Agency of the Year

Fidelity Brokerage Services LLC, Member NYSE, SIPC. © 2017 FMR LLC. All rights reserved. 790105.1.0 ILLUSTRATION:GETTYIMAGES/IKONIMAGES;HEADSHOT:ALEXFINE TRUE MARKETING PARTNERS. MARKETING TRUE TO INNOVATE, CONSULT AND COLLABORATE AS OPPORTUNITY OFAN AGENCIES VERGE ONTHE ARE Executive Media Of aModern The Very Model ADWEEK value greatest the extract to how and media legacy understand fully must agencies media side, one On change. toagencies make are struggling this how executive—and agency media modern the of role the changing are disruptions same these how however, is CMO.” the of role “Changing for results search Google million 4.4 are there fact, topic—in this on interest in the shortage no is there And blurred. have that the lines between C-suite jobs much so expanded now have marketer attack. under are success of models proven the data, more to access and ofemergence new tech solutions the to behaviors consumer changing executives have faced. From rapidly offi marketing chief the on demands The cer today are unlike any that that any unlike are today cer What hasn’t been written about, about, written been hasn’t What modern the of responsibilities The OPINION | FEBRUARY 3 2017 13, background, but others will come agency amedia from come will Some yesterday. of those like look not business tomorrow will categorically strategy. content and mining modeling, data blocking, attribution such as marketing ad automation, topics specialist of list growing a on advice expert offer must we economy, digital the of challenges the Toagencies. navigate help marketers inturn, and, marketers most for center and front become quickly has is required. transformation fundamental a Report, Adspend 2017 Carat the to year, this according percent 13.2 grow to forecasted spend digital with But, in2017. spend ad global of percent 40.3 command still will TV loud, is change of drumbeat the while And it. from The leaders of our clients’ clients’ our of leaders The agenda” This “transformation BY DOUGRAY VOICE business into the future. aclient’s guide can that insights cost-saving effi to expertly targeted strategies, fi data that applying means it there, From strategy. business overall the to up back ladders data the how and suppliers your against like looks stack that defi helping and stacks, tech we in musthave leveraging knowledge example, For further. astep technology of understanding their take to required profi grow talent, right the hire to them allow back-offi as well as culture, offi apositive nurture can that traits leadership of acombination add to ready be to need they C-suite the reach they once data, or strategy like matter indiffi careers their build many While before. ever than skills of set abroader command to required are M-shaped or tri-sector, today’s leaders T-shaped, them call to want you clients. their for or agencies own their within be it whether innovate, to them teams and empower and activate inspire to how know must execs media mobilize and Modern empower teams. to ability the requires and people real with world real inthe happens It piece. op-ed an or inPowerPoint happens job. Innovation is not something that believe that innovation is everyone’s we agency, Atour innovation. to tied directly is inspiration believe I truly Similarly, opportunity. an everyday is learning where aculture building by teams their inspire must leaders agency engaged and happy, today’s an within people keep to order In clients. their for success create ones that will be able to innovate and the are tirelessly explore and learn to capacity the with Those with. familiar less are they that business the of areas are there when FOMO of asense feel almost to mytalent Iwant pipeline. the of set the challenges next coming down recognize and it explore to work only can you it, master truly never can you means we work in is today ever evolving, which landscape The success. for qualities vital most the are knowledge for thirst a and curiosity level, afundamental on andleaders, though this is important, media of generation newest the for requirement obvious most the like seem may skills technical Specialized modern leader should embody: non-negotiable characteristics every of aset are Here executive. amedia be to means truly it what recharacterize companies. tech and owners media ourfrom consultancies, clients, digital On top of this, media executives are are executives media this, of top On multifaceted. are They innovate. to others inspire They They are always curious. to us for time it’s Ithink Therefore, t margins and account for budgets. for account and t margins ciencies and uncovering cult subject cult subject ce skills that ne what Whether nding ce make it a rewarding, exciting place to be. to place exciting arewarding, it make and forward industry our drive help nurturing the of type talent that will and seeking while changes, industry of ahead step one stay to leaders all Iencourage so people, our by driven and business. their for are strategies media best the what on clients our counsel better to us allows This consumer. the especially and client the platforms, media the agency, the of perspective the from business the understand must leaders Our consultants. as to looked increasingly are we executives more. learn to me fueled only which space, inthis expert an was create confi to Istarted in, themselves immerse to needed clients our that atrend was this that recognizing By consumers. on has media social that impact the understand to owners media with researching and headfi Idove But, standards. Twitter’s by infl no was and means any by expert media asocial as myself of think Ididn’t time, Atthe media. only social using T-shirts selling by money raising of agoal had team Each initiative. Hope” of “Loads Tide’s around P&G in2007 at that consumers want to engage with. content and platforms the of knowledge deep our on based ideas, creative for looking are we now but practices, selling and buying on focusing to limited business challenges. We’re no longer their solve them help to agencies media seeking increasingly are Clients Ultimately, our business is built on on built is business our Ultimately, media as reiterate to I want “hackathon” adigital to invited I was partners. client true as act They Adweek’sU.S.MediaAgencyof DougRayispresident,Product rst into the medium, working working medium, the into rst hisleadershiptheshopwon ei ewr ..Under U.S. Network Aegis n noaina Dentsu at Innovation and Twitter dence with my clients that I I that myclients with dence h eri 2016. in Year the Base Claimtofame Specs @DougRayPOV e York New uencer uencer 11 DATA POINTS Seeing Is Believing HOW GENS X, Y AND Z CONSUME VIDEO CONTENT ON YOUTUBE AND BEYOND. BY EMMA BAZILIAN Whether you’re looking to introduce your brand to a Gen X music buff, Gen Y shopping fiend or Gen Z gamer, there’s no doubt that YouTube can be a valuable investment. But for maximum impact, it’s also important to understand just how your target age group interacts with the video-sharing platform. To help decode the generational divide, Influenster surveyed nearly 8,500 people of all ages about their YouTube viewing habits, from how often they visit the site to what kinds of content they click on to what other platforms they gravitate toward. “When it comes to video platforms that consumers go to watch product reviews, we see very compelling differences,” said Elizabeth Scherle, co-founder and president of Influenster. “It’s imperative for marketers to stay attuned to the shifting demographics on each social platform to allocate their budgets and resources accordingly.”

Methodology: Unsurprisingly, 4 percent 70% Inﬂuenster surveyed younger respondents of Gen X doesn’t 8,439 respondents. were likelier to visit use the platform 49% YouTube on a daily basis. at all.

35% How often 31% 29% 20% 22% do you watch 15% videos on YouTube? 7% 8% 5% 4% 2% Gen X Gen Y Gen Z 1% 1% Daily everal times a week Several times a month Several times a year Never

Older respondents When it came to the Younger generations were likelier What do you watch ranked how-to most-watched video categories, to watch unboxing and haul videos. videos higher. product reviews were popular on YouTube? among all age groups.

How-to videos Music videos Product review videosUnboxing videos Haul videos

71% 64% 46% 74% 72% 52% 77% 76% 71%

Gen X Gen Y Gen Z

Certain age groups proved especially partial to certain types of YouTube videos.

Gen X Gen Y Gen Z Watched the Watched the Watched the most educational most workout most vlogs and videos videos style collection videos

Which video Gen X Gen Y Gen Z While YouTube platforms is the hands-down YouTube 78% YouTube 86% YouTube 93% favorite platform for do you use watching product to watch Facebook 57% Instagram 59% Instagram 56% videos, Snapchat product is gaining ground reviews? Instagram 41% Facebook 60% Snapchat 41% within Gen Z. INFOGRAPHIC: CARLOS MONTEIRO

SOURCE: INFLUENSTER 12 FEBRUARY 13, 2017 | ADWEEK Congratulations Havas Media, for winning Adweek’s U.S. Media Agency of the Year.

We at Moen appreciate all you do for us. Kick your feet up and soak it in.

MEDIA AGENCY OF THE YEAR U.S. GLOBAL WINNER WINNER

HAVAS PHD BREAKTHROUGH

HEARTS & SCIENCE

With VW Group, the last of the giant “Mediapalooza” accounts, now in PHD’s hands, the agency seemed a natural pick for our Global winner. And there was really no other choice than to select fellow Omnicom shop, newcomer Hearts & Science, for Breakthrough, given it went from zero to P&G and AT&T in seven months. Finally, our U.S. winner, Havas Media, has engineered quite the turnaround since CEO Colin Kinsella took over last May. Read on for the details of each winner’s story. —Michael Bürgi 16 occur not did May last employees his new and Kinsella Colin CEO incoming meeting betweenHavasMediaNorthAmerica’s you” know to “get first he ADWEEK HAVAS MEDIAAGENCYOFTHEYEAR WINNER U.S. aktn nNrhAeiati year. this America North in marketing tospendupto$300millionon expected is which company, cellphone dutiesfortherapidlyexpandingprepaidMediavesttowinagencyofrecordbeatoutHorizon,UMandincumbenthisteam’snerves,itworked:Havas not feelthepressureofthepitch.” and up loosen really to got everybody I [but] nervous, very were they “Obviously March. last division media chiefwhoHavasbroughtontorunits America North Mindshare former the Kinsella, recalls pitch,” TracFone hotelroominMiamiworkingonthe settings. of glamorous most the in Thusbeganaseriesofwins— soothe to did Kinsella Whatever “Imettheteam,essentially,ina ei gnyo h erfr2016. for Year the of Agency Media largeroleinsecuringAdweek’sU.S.network’sclientrosterandplayeda “humble” self-described the solidified range, percent 40 the in growth new mediaspend,contributedtorevenue in million $700 to amounted that Jones— Dow and Hallmark Swarovski, Group, Music Universal including uiesmdl nisonwy Publicis way. own its in models business legacy of splintering the address to tried has company holding agency line.” first the that’s pitch, business new “it’s#BetterTogether.WhenIstartarememberaboutHavas,”saysKinsella,“Ifthere’sonethingIwantyouto#BetterTogether vrteps eea er,every years, several past the Over RV IT. TO PROVE WINS OF STRING A OFF KINSELLAANDTEAMRIPPED CREATE ACONTENDER,ANDCOLIN TO VILLAGE A TAKES IT YPTIKCOFFEE PATRICK BY letoeain;Jason operations; client taeyofcr George officer; strategy ERAY1,2017 13, FEBRUARY rsdn,HvsMedia Havas president, uiesdevelopment; business BarbaraKittridge,evp, ILG ELDERS VILLAGE NewYorkandheadof em rmlf:Greg left: from team, aa ei Boston; Media Havas U.S.;AndreaMillett, aesy v,chief evp, Kanefsky, nee,president, Ankeney, aa ei Group Media Havas agn,president, Sargent, netetofficer. investment ae,ep chief evp, James, TheHavasMedia isla Shane Kinsella; « | ADWEEK

PHOTO: KEVIN SCANLON vowedtoendallsilosviaconsolidation, shop reached the final stages of reviews « Omnicom created an independent unit forbigspenderslikeGeneralMillsand HIGHLIGHTS dedicated to McDonald’s, and DDB 20th Century Fox last year and ended optedto“Flex”itsmusclesbypulling 2016 by beating out rivals (Kinsella talent from disparate agencies to declined to identify any) to win the $70 work on shared accounts. For Havas million TD Bank account. Worldwide, the “Village” model finally Then there’s the product itself. began to pay off in 2016 after three years of development. Phil Dunphy, Realtor In short, the Village approach No single project better encapsulates involves housing all elements of an theVillagemodel’sidealthanlast agency’s operations under the same year’s collaboration between ABC roofwithaflatstructureacross sitcom juggernaut Modern Family and divisions. An ideal scenario would Havas client the National Association NAR involve one office handling as many of Realtors. An episode of ABC’s aspects of a given piece of business as Most people don’t understand the Modern Family included a possible, from creative to PR to paid difference between realtors and real lengthy placement for the media.“It’seasytosay,‘We’rethesixth estate agents (who must be employed realtors’ association biggest holding company, so we have to byabroker).ButaHavasNARteam be nimble,’” says Havas Media Boston ledbychiefstrategyanddevelopment presidentGeorgeSargent,“butthe officer Greg James pitched the idea organization is incredibly focused. The that the show’s long-suffering dad Phil dream is that we have both creative Dunphy—a professional realtor played andmediaformoreclients.” by Ty Burrell—was the best party to As a privately held business, Havas remind the public of that distinction. has not gone too far out of its way to “One of the rarest things in this promote the Village since its 2013 industry is when you pitch an idea and launch. “We’re not that type of agency see the idea, verbatim, come to life a that goes out drumming on about yearlater,”explainsJames.Theshow’s what we do,” explains Barb Kittridge, producers and co-creators Christopher evpofbusinessdevelopment.“From Lloyd and Steven Levitan bought into a new business perspective, you have the NAR’s pitch almost immediately. to balance humility with realizing we But the complexity of its execution, SEPHORA have a fantastic story to tell in the which involved an unprecedented Havas built a giant marketplace.” degree of integration from both experiential greenhouse in Butwordhasgottenout.“Isaw production company 20th Century Fox Manhattan to introduce new themasoneofthebetter-kept TV and network ABC, made the project makeup color schemes secrets in the industry,” adds North especially challenging. American president Shane Ankeney, Levitanandhisteamendedup who joined the network last year writing the entire episode around the and characterized the Village as a pitch, and it ended with an exchange WINS “partnership of equals. that might double as the trade group’s TD Bank, Swarovski, “Ascornyasitmaysound,Havas mission statement: “What are you, a Universal Music MediahelpedtheVillagefinditsvoice realestateagent?No,I’marealtor.” Group, Dow Jones, in 2016,” Ankeney says. Havas sister shop Arnold Boston TracFone This philosophy isn’t just the createdaseriesofrelated“Phil’s- embodiment of the schoolyard cliche osophies” ads, which aired before LOSSES “there’s no ‘I’ in team”—it’s also a and after the show. Kinsella notes Safelite physical reality. “Don’t underestimate thatHavasPRplayedasignificant ‘If there’s thepowerofanoffice,”saysKinsella, role,withactorBurrellappearingon REVENUE noting the strategic placement of Good Morning America the next day $66 million staircases in central locations on each to joke about being “the face of real one thing floor of the New York office. “We force estate.” The project also allowed STRATEGIC people to run into each other. That’s Havas to promote itself indirectly: The MOVES I want wherealotoftheconversationsare Wall Street Journal produced a video Restructured happening.” case study, and James completed North American you to Sargent argues that, while filming an NBC interview on product management team larger holding companies create integration only minutes before Launched Havas consolidatedteamstoservicebig remember speaking to Adweek for this story. Health Media in spenders like McDonald’s, P&G or According to Kinsella, the partnership with AT&T,hisnetworkappliesthesame about Havas, campaign managed to combine data, sibling shop basicconcepttoclientslikeTracFone strategy, creative and earned media Havas Health it’s #Better with more limited budgets. while proving his theory that old- While Havas has concentrated its fashioned TV is on the upswing. efforts successfully at midsize clients, “[WithTV]youcancreatean Together.’ thanks in part to the string of wins, its emotional connection that you can’t Havas Media CEO Colin Kinsella pitchesarealsogrowinglarger:the in other mediums,” he says, adding ADWEEK | FEBRUARY 13, 2017 17 HAVAS U.S. WINNER that many of his clients have recently crediting the agency’s “analytics- Simpler Solutions KEY PROMOTIONS scaled back their digital budgets in driven perspective,” as she calls “I don’t think anyone has a unique Andrea Millett to president, favor of running more “traditional” ads. it. “They are always proactive in proposition when it comes to data,” New York Village; George Of course Havas, like every bringing those insights to us before says Kinsella. “A ton of data doesn’t Sargent to president, planning and buying shop, aims to we hear about it in the market or mean it’s better; it just means you Boston Village; Shane master all media. industry trades,” says Holmes. have more of it.” Ankeney to president, “Other partners [in the review] were Kinsella’s approach differs from Havas Media Group Power of Performance spectacular, but Havas was still those of WPP’s GroupM and Omnicom’s North America; and Peter TD Bank evp and chief marketing superior.” Hearts & Science, the latter of which Sedlarcik to evp, director, officer Patrick McLean explains that Clients also vouch for claims that used its in-house data system Annalect business intelligence Havas won the 2016 pitch, in large Havas takes more unconventional in 2016 to help win America’s two and analytics. part, by tying its media buys to sales approaches. Rodney Williams, Moët biggest advertisers, P&G and AT&T goals. “At one point in the final round Hennessy’s CMO and evp of brands, (see related story on page 28). WPP KEY HIRES of the pitch, Shane Ankeney said, worked with the shop on a relaunch CEO Martin Sorrell recently told a Rich Gagnon hired as evp, ‘We believe all media is performance of the Hennessy brand more than six crowd at CES that WPP had “failed” to managing director, Havas media,’” McLean remembers. “That years ago and appreciates the broader properly integrate its data—claiming Health Media, from Initiative; really aligned with how we think about perspective the agency brought that his company’s first-party approach Cynthia Machata added as our media strategy.” to the table. “Traditionally, spirits would help differentiate it from other evp, group business leader, McLean also mentions the appeal brands have relied on out of home, media networks that don’t own the from Initiative; Mark Geller of Havas’ long-standing relationships but the Havas media plan was very data they use. hired as svp, group business with clients like LVMH and Choice comprehensive,” he says. “They have Kinsella respectfully disagrees. leader for retail group. Hotels. The latter, which has worked a hunger and they very much work as “I don’t think that data is going to be with the network for more than a the challenger versus the incumbent.” where the battle ends up; it’s going to decade, opted to stay with Havas over Yet, despite the clients’ focus be a combination of media platforms 11 challengers in a 2016 review. on analytics, CEO Kinsella pushes and the creative ideas that you put on Michelle Holmes, Choice Hotels’ back against the common industry those platforms,” he notes, adding that vp of digital, media and consumer narrative casting metrics as the future he doesn’t think most clients believe acquisition, echoes McLean in of advertising. other media shops’ pitches about the

CONGRATULATIONS HEARTS&SCIENCE ADWEEK BREAKTHROUGH MEDIA AGENCY OF THE YEAR

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Adweek Global Media Agency of the Year, 2016.

Thanks to all our clients, partners and all at PHD for making last year so phenomenal. For once, we couldn’t have planned it better ourselves. opn ihtesm hrdgoals. shared same the with company same the for work they whether teams, different on Yserve Xand employees that told wonder, when to right are clients that arguing adds, James own Village. been exposed to creatives in their be at better the job because they’ve with another creative shop, they will meeting aclient to up turns planner a …If skills of absorption natural “a calls James what facilitate also may mindset This says. he fiefdoms,” own their protect to trying not and P&L one under working are people “[We’re] sure making accounts. same the on working teams different divide can that instincts tribalist argues that it could eliminate the also James model. Village the with inkeeping is claims serving uniqueness of their offerings. data HAVAS 20 “We’ve eliminated complexity,” complexity,” “We’ve eliminated This decision to avoid self- that it’sthat gone over well. to say an understatement philosophy It’s at the office. a “no-jerks-allowed” has mandated Kinsella NICE GUY U.S. WINNER CreativeGrouppartedwithglobalCEO leadership change significant as Havas a through went also organization larger The work.” painstaking of “a lot involved through an implementation process that struggling while day inasingle CEOs five fired once Media Havas that notes svp, marketing and communications, always been smooth. Chris Jones, quickly.” rather culture the changes it Ithink and respect, around built thing awhole “There’s adds, Kinsella spreads.” stuff that how amazing It’s meetings. to time on always he’s respectful; and empathetic drama, low very “He’s Sargent. says organization,” a no-jerks-allowed be we that imperative: in acultural new leadership for a 2016. successful of presence the and model Village the both credit executives Media Havas Ahead Looking The maturation of the Village hasn’t hasn’t Village the of maturation The brought Colin one, day “From ofieti 2017. in confident more alittle feeling for forgiven be might leadership its But Media. Havas describe to use would outsider an sure.” for that’s cocky, get never You industry. acrazy it’s “But pitches. active nine than inmore involved currently was Media Havas that noting says, Kinsella us,” for run long incredibly an of beginning the is this clients. our for marketplace inthe things get to is organization inthis want we “all adding, action,” of “a year as 2017 describes the Village’s chapter. first Kinsella in stage afinal as year past the see Benett’s duties. over took Bolloré) Vincent founder of (son Bolloré Yannick CEO and chairman company holding years; 13 after January of end the at Benett Andrew

“Cocky” may not be the first word word first the be not may “Cocky” Ihope so in, months nine “We’re leaders new network’s the But « FEBRUARY 13, 2017 results for the TV provider provider TV the for results capabilities with positive Havas refined search HIGHLIGHTS in a crowded field in acrowded and concert and concert 0 partnered 0 partnered cally-based s with 4 hip 4 hip s with illboard for hop stars |

ADWEEK 1800 DISH

PHOTO: KEVIN SCANLON Congratulations to our PHD Partners!

Unilever congratulates our media agency, PHD, for being honored as Adweek’s Global Media Agency of the Year. 22 ayear by off reached—capped has it heights incredible the to ascent steady an much so overnightsuccessstoryasaslowand not is PHD of rise he ADWEEK HPOE H TOP. THE OVER SHOP THE PUT ACCOUNT VOLKSWAGEN GLOBAL THEMASSIVEWINOFTHE$3BILLIONPHD MEDIA AGENCY OF THE YEAR YEAR OF AGENCY THE MEDIA BY KATIE RICHARDS Group chairman and CEO Daryl Simm. Daryl CEO and chairman Group Media Omnicom be,” says would it knew we everything became PHD else, clients. number of international a and U.S. inthe Line Cruise Carnival and Lines Air Delta as well as account Volkswagen global billion $3 the notably, year—most past the over wins high-profile a number of impressive, Agency of the Year for 2016, scored U.S. PHD of CEO Brown, Nathan explains Group,” Media Omnicom for shop a conflict was it anything, If needed. we pace the at not but media-buying universe. the of envy the shop the made that “This is the year that, to everyone everyone to that, year the is “This Media Global Adweek’s PHD, growing, was PHD time along “For account wins inhistory. wins account media largest the of one business, VW massive the of demands the meet to newrecruiting team 500 members began the scrupulous process of opened nine worldwide offices and agency the year the also was It 2015. over gain percent a15 in revenue, million $750 generated it says Recma inwins; spend media of billion $4 meetings. The story feels almost almost feels story The meetings. 16 monthsafter of pitches and account media VW’s won had agency his learned he afternoon the on extraordinary anything doing wasn’t CEO, worldwide PHD’s Cooper, Mike Was Won VW How Last year, PHD racked up up racked year, PHD Last GLOBAL WINNER FEBRUARY 13, 2017 THE BRAIN TRUST BRAIN THE Holden and executive vp vp executive and Holden Worldwide strategy and Pplanning directorMark

From left, Worldwide Worldwide left, From CEO Mike Cooper, Cooper, Mike CEO Hilary Jeffrey Hilary |

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HAVAS MEDIA 2016 ADWEEK U.S. MEDIA AGENCY OF THE YEAR

A SPECIAL THANKS TO OUR CLIENTS WHO ARE THE POWER BEHIND OUR VILLAGE APPROACH, OUR PEOPLE WHO ARE REIMAGINING WHAT A MEDIA AGENCY CAN ACHIEVE AND TO OUR MEDIA PARTNERS WHO HELPED MAKE 2016 A SUCCESSFUL AND HISTORIC YEAR.

COLLECTIVELY WE ARE #BETTERTOGETHER PHD GLOBAL WINNER

anticlimactic following the grueling says Oliver Maletz, head of media and competitive pitch. PHD also managed « journey the agency went through to connections planning at VW Group. to expand responsibilities for existing HIGHLIGHTS eventually scoop up the business. “We were able to see what capabilities clients like chocolate maker Ferrero, Cooper stepped out on a Friday they had. They were intriguing back adding 30 markets across 18 months, afternoon to grab a sandwich when then, and they proved themselves most recently South Africa and his phone rang, and VW informed him in the year-and-a-half-long pitch Mexico. PHD would be its sole media agency, process. It was probably one of the Another such example is the in charge of business for all eight most vigorous pitches in any industry, global packaged-goods giant Unilever. nameplates, including Audi, Bentley and I’ve been doing this for 28 years.” The agency began working with the and Porsche. This wasn’t the agency’s first company in 2006 and has expanded “After they told us we won, I interaction with VW, however. In 2010, its relationship with the client every couldn’t think of anything else, to be PHD began adding some VW business year since. That steady build resulted honest with you. They were probably to its roster, including Porsche’s global in the ultimate imprimatur in 2016. telling me all sorts of important things media account and some work from “At the end of last year, they that I kind of put off to one side,” Bentley and Skoda. awarded us the final piece of their Cooper jokes. (It needs to be noted that the VW communications planning work,” says “I was walking back to the office brand continues to recover from the Jeffrey. and I saw that [Cooper] was putting emissions-rigging scandal that rocked Rob Master, Unilever’s vp of global DB EXPORT the phone down. He came over and the company in 2015. VW agreed to media, adds: “The work that PHD has BREWERIES just hugged me. I figured it was pay $15 billion to U.S. authorities and done with our ice cream portfolio is This Lion-winning something significant,” adds Mark owners of a half-million vehicles. Last really an excellent example of how effort encouraged beer Holden, PHD’s worldwide strategy and November, the company announced a they’ve brought tremendous thinking, drinking as a way to planning director. major restructuring that would result both strategic and creative, and it make petroleum. VW was one of the most highly in the elimination of 30,000 jobs.) surfaces itself in really innovative sought after accounts amid what’s ideas that have really made a huge become known as “Mediapalooza,” More Growth difference to our business and we when more than $18 billion in media Perhaps one of the greatest signs of have seen that across the globe.” spend went up for review across the the agency’s extensive capabilities (Unilever is the world’s largest span of several months in 2015. When and skills come not just from winning ice cream maker, encompassing the VW decided to place its entire media VW but also in PHD’s ability to, in the brands Magnum and Klondike.) business in review that February, midst of the 90-plus-meeting chaos, As noted, PHD secured $4 billion every major media agency was keep existing clients happy, to grow in pitch wins the last calendar year, an briefed. Over the following 16 months, organically among those clients and impressive 28 percent increase versus PHD would work tirelessly—including to bring in still more new accounts, the previous year, with the U.S. as the CARNIVAL arranging more than 90 meetings all without suffering any major losses cornerstone of that success. In March, CRUISE LINE across 33 markets and introducing the regionally or globally (Recma points to the U.S. operation picked up the $20 The seafaring giant prospective client to some 170 execs Australian insurer Greenstone as the million MailChimp business, along consolidated all at the Omnicom shop—to prove itself lone loss). with the $31 million Old Navy account. media work at PHD worthy of the account. On a large scale, winning VW in Later in the year, PHD added $103 after a 2016 review. “Every single time [VW] had a its entirety already demonstrates million with Delta Air Lines and $115 meeting with PHD people, they said the agency’s ability to build business million with Carnival Cruise Line. that meeting was professionally run, with existing relationships, but on time, answered the brief and was smaller-scale examples from the A Decorated Year done with collaborative spirit and past year include the addition of 2016 also marked a banner year for WINS personality,” recalls Hilary Jeffrey, six Nordic markets for Bayer, along PHD in terms of awards, which Cooper VW Group (global $3 evp of PHD Worldwide. with the retention of Finland after a explains are “important to us because billion), Canon (U.K.), The true test came in the it’s evidence that the strategies we are Cape Union (South Africa), final months of the pitch, as PHD creating are producing outstanding Delta (U.S., $103 million), duked it out against fellow finalists ideas and great work.” Carnival Cruise Line Mediabrands (a unit of IPG) and WPP Last year, PHD took home more (U.S., $115 million), incumbent MediaCom. In each of three than 350 awards for clients around Old Navy (U.S., $31 million), regions, including the U.S. and VW’s the world, which, as Cooper notes, Al-Futtaim Group (UAE, home turf of Germany, PHD executed ‘This is the is “far more than some much bigger $114 million). seven different brand presentations for networks.” PHD had some of its the client at a single meeting. year that, to best work singled out at the Cannes LOSSES “I think that really is a test of your International Festival of Creativity, Greenstone (Australia) strategic firepower as a network,” everyone else, taking home four Lions, among other Cooper says. “It’s a test of your awards that it won for its work done in REVENUE talent, it’s a test of your abilities—to PHD became partnership with other shops. $750 million (Recma), be able to do seven simultaneous Some of the agency’s most +15 percent presentations individually for each everything noteworthy work includes a project brand with a different strategic done in partnership with Colenso STRATEGIC recommendation is something that we knew it BBDO for DB Export Breweries. MOVES really sorts you out as a network. Together, the two came up with the Added nine offices globally That’s not an easy thing to do.” idea for the “Brewtroleum” campaign, Organic growth from Bayer “I first saw a peek into what PHD would be.’ designed to help pick up sluggish beer (Nordic); Ferrero (South was about when I first came on board,” OmnicomMediaGroupheadDarylSimm sales—andsavetheworld.Usinga Africa, Mexico) 24 FEBRUARY 13, 2017 | ADWEEK Pioneering the future of media together.

We are proud to be Adweek’s 2016 Breakthrough Media Agency of the Year.

We share this honor with our people, partners, and clients. Thanks for an incredible start. PHD GLOBAL WINNER « HIGHLIGHTS

VW This global win is one of the largest consolidated wins in media agency history.

RUNNING THE SHOW From left, chief strategy officer Will Wiseman, PHD U.S. CEO Nathan Brown, Cooper, Jeffrey, Holden UNILEVER The packaged-goods giant cites PHD’s top-notch work on its icecream portfolio, biofuel made from yeast and grain that someasatypeofgamingsystemfor notanaccounttheywouldtypically including Magnum. isleftoverinthebrewingprocess,DB employees. work on. Export Breweries created petroleum “It’s a digital operating system byaskingpeopletodrinkmorebeer. anditallowsplannerstodopretty Hit the Ground Running For the campaign, which won the much everything they need to do With so much success to celebrate Outdoor Grand Prix Lion, PHD struck fromresearchingtoplanoptimizing,” in 2016, the concern now is that PHD KEY PROMOTIONS adealwithsomepetroleumretailers says Holden, the brains behind the couldfallflatorbeoverwhelmedby Hilary Jeffrey named evp to get the product placed in a number platform. the sheer amount of assignments worldwide; Ian Clarke, to ofgasstationsforsixweeksandused Source allows employees all coming in and out of the agency. While president, EMEA. radio, TV and digital video alongside overtheworld,fromNewYorkto mostdefinitelyamoralebooster,the discount vouchers placed inside packs NewZealand,toconnectwithone past year was a nonstop, exhaustive— KEY HIRES ofbeertogetpeopletousetheproduct. another and share ideas or feedback as well as exhausting—effort. It Holger Thalheimer brought Anotherstandoutcampaignfor onanyclientworkorcampaign.An willdefinitelybeanall-outsprintto in as CEO, PHD Germany, theagency(onethatearnedPHDan employee can simply upload an idea maintain that success. from Mindshare; Oscar Adweek Media Plan of the Year Award atanystage,leaveworkintheevening Buttheagencyhardlyrestedonits Dorda added as CEO, PHD lastyear)cameoutofPHDIndiafor and return the next morning to find laurels with the beginning of the new Spain, from Maxus; Kel Hook client Active Wheel. The “Lo Kar feedback from colleagues in different year. In the process of hiring those returned to PHD as regional LoBaat”campaignworkedoffthe time zones with different viewpoints 500 new team members across the head of global clients and insightthatmoremenweremoving and world perspectives. networktofocusonVW,PHDrelied integrated growth. awayfromtheirfamiliestofindjobs “Whatit’sreallycreatedisaworld onitsownpeopletohelpfindthenext but continued to rely on costly phone of abundance in terms of creativity, greattalentfrommediabackgrounds callstokeepintouch.PHDpartnered even if you are just one person as well as creative agencies and with the laundry detergent brand workingatyourdesk,”explainsWill brands.Theresultisadiversityofskill and placed a phone number on its Wiseman, president of strategy and sets that will drive the agency to even packaging that would give families planningatPHDU.S.“It’struly,truly greater heights. three minutes of free chat time. unique and feels very much like a tool “We’re just as excited about what that is born out of the language of isaheadnow—ataU.S.level,ata ASecretWeapon social media and gaming applied in a network level, and thinking of what HowexactlydidPHDmanagetocome language of media.” theinfrastructureofaVWwinmeans up with so many impactful campaigns The system has also served as a for many small markets around the and win so much business in the great way to recognize and nurture globe and to big markets like here: courseofasingleyear? greattalent.Itallowstheagencyto the infrastructure, people and talent, Mostoftheteamwillcredit highlight those staffers doing stellar allthosesortsofthingsthatIthinkis Source, the agency’s internal planning workinanycorneroftheworldand going to propel us into the future,” as and collaborating tool, described by bringtheminonapitch,evenifit’s Brownputsit. PHOTO: KEVINPHOTO: SCANLON 26 FEBRUARY 13, 2017 | ADWEEK ADWEEK’S US MEDIA AGENCY OF THE YEAR

Congratulations Havas! We celebrate your award and our successful partnership. We look forward to growing together.

Wellness starts here. SCIENCE & HEARTS E N IFRN IDO EI AGENCY. MEDIA OF KIND DIFFERENT AND NEW OMNICOMFASHIONEDNOTJUSTADEDICATEDUNITBUTAWHOLETOSERVICETWOOFTHELARGESTADVERTISERS,P&GANDAT&T, 28 ADWEEK MEDIA AGENCY OF THE YEAR YEAR OF AGENCY THE MEDIA YGBILBELTRONE GABRIEL BY BREAKTHROUGH Tara Levine, chief experience experience chief Tara Levine, president, Hearts & Science; &Science; Hearts president, Kathleen Brookbanks, COO. From left: Zachary Treuhaft, Treuhaft, Zachary left: From Pardo, head president, of ofﬁcer; Scott Hagedorn, Hagedorn, Scott ofﬁcer; FEBRUARY 13, 2017 MEDIA MASTERS MEDIA the AT&T account; and and AT&Tthe account; CEO (standing); Ralph Ralph (standing); CEO | «

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PHOTO: MARK MANN August, picking up AT&T’s business. on board, it’s hard to imagine a more « Combined, the two accounts natural contender for Adweek’s HIGHLIGHTS represent some $5 billion in annual inaugural Breakthrough Media Agency billings. That has meant a rapid of the Year Award. expansion for the agency in just about Hearts & Science brought in an every conceivable way. estimated $119 million in revenue “We started with one office here,” last year. But even more than in its CEO Scott Hagedorn says from his running start as the third network perch at the company’s headquarters in Omnicom’s Media Group, the on the 36th floor of 7 World Trade shop’s success is apparent in the Center in Lower Manhattan, and, he shock waves its data-driven model is adds, two more in Canada and Puerto sending through the industry, setting Rico. “Within a year, now we have two a shining example for sibling agencies offices in New York,” he goes on. “We like our Global Agency of the Year PHD added Mexico, the U.K., Germany, and putting rivals at WPP and Publicis he main problem with winning the two Dubai and Japan.” on their heels. biggestmediaaccountsintheU.S.is But growing that global footprint “Hearts & Science and BBDO have that once you do, you actually have to was, in large part, not really about helped us develop a groundbreaking run them. fulfilling the marquee assignments advertising model driven by data,” In December 2015, Omnicom’s Hearts & Science had already banked. says Fiona Carter, chief brand officer Hearts & Science—at the time still A separate pitch late last year saw at AT&T. “With Hearts & Science on unnamed—landed the lion’s share Hearts & Science add a chunk of our team, we’re moving from mass of Procter & Gamble’s multibrand P&G’s business in Japan, in a joint marketing to mass precision so we GAIN venture with Hakuhodo. “We’ve been can connect with customers whenever planning and buying business. Then, Launched the first winning in those markets and have and wherever they need us the most. after a breakneck race to hire 300 Snapchat Lens campaign active clients in all those markets,” We’re just getting started on our warm bodies in the first half of the for the laundry brand. year to staff the account, the fledgling explains Hagedorn. journey together, but we’re already agency hit another home run in With some 800 employees now seeing tremendous results.” HEARTS & SCIENCE

Back to the Beginning to bring those data and analytics The Hearts & Science story, while capabilities to life in a really seamless, having captivated the media-buying collaborative way inside our agencies world in 2016, actually dates back for our clients.” to 2010, when Hagedorn began In fact, that opportunity for building Annalect, the Omnicom collaboration extends beyond planning data and marketing science group and buying to Omnicom’s creative whose insights are available to all agencies. BBDO won the consolidated the holding company’s agencies and creative chores on AT&T in its joint which is at the core of the new shop’s pitch with Hearts & Science, and market positioning. But it was last has a director of data solutions who year that the labors of the data unit uses Annalect to glean data about bore unprecedented fruit across the consumer behavior that might be umbrella media division. useful in creating more effective “Some other successes that we’ve marketing messaging. The potential had in the group in 2016 such as of Annalect to bolster a pitch—as some of the PHD wins—Volkswagen, demonstrated by Hearts & Science— Delta, Carnival—what we learned was also apparent in DDB’s winning bid from Annalect that was proven out for McDonald’s consolidated business in Hearts & Science really was put to in 2016, notes Simm. At the core of the Hearts and work elsewhere in the organization, ORIGINS and taken on board for those really Science model is an approach that combines qualitative insights—the Omnicom Media Group head signiﬁcant opportunities on PHD,” Daryl Simm, right, plucked says Omnicom Media Group global agency’s namesake “hearts”—with a new emphasis on quantitative ones— Hagedorn from Annalect to chairman and CEO Daryl Simm. “What run the new shop. we have learned as a group is how the “science.” Hagedorn and his team stress that their success is born from PHOTO: MARK MANN MARK PHOTO:

LUCK HAD NOTHING TO DO WITH IT.

Congrats to our incredibly skilled partners at PHD, Adweek’s Global Media Agency of the Year.

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eschewing the kind of proprietary, Kathleen Brookbanks, COO of Hearts WINS formulaic, black-box process repeated &Science.“Alotoftheconversations Procter & Gamble (most of acrossbrandsandfavoredbyother andtheworkwe’vebeendoingis North America, Japan) agencies.Rather,theyhaveworked aboutsaying,‘Init’sentirety,you AT&T (North America) ‘We have to create a new kind of client team— need all those people, but how you with number crunchers at its center, communicatetodifferentpeopleasa LOSSES modest new alongside strategists—and empower functionoftheirbehaviorsneedstobe None ittouseanunprecedentedtroveof different.’ ” business consumer data. That is indicative of Hagedorn’s REVENUE That approach to solving business vision for a broader approach to $119 million problems—an agile, forward-looking doingbusiness.“Oddly,I’maformer goals. I want one that is, as Hagedorn puts it, brand planner on BellSouth and STRATEGIC MOVES “improvisational” rather than an AT&T—that’showIgotmystart,”he Finalized a strategic partnership to make sure after-the-fact reporting function— pointsout.“It’saqualitativeartand with the Wharton School’s setsHearts&Scienceapartinan interesting to find insights and try to Future of Advertising program we keep often mind-bendingly complex media figureouthowtopositionit,butInever landscape. had a quantitative analog as a partner. the culture Perhaps unsurprisingly, some of And I see these marketing resources the agency’s method comes down astheriseofaquantplannerthatcan together and to using behavioral segmentation to work with the strategist to make sure, accumulatereachinamoreefficient like,OK,it’sgreatthatyou’recoming way than traditional TV would allow. outwithanideathatyouwanttouse deliver for TakeP&G,forexample.“Ifyou’re whitestripstogoafterexpectant selling toothpaste, if you’re selling brides that want to whiten their teeth. the clients.’ laundrydetergent…thereisabelief How big is that audience exactly? Is it Scott Hagedorn, CEO, that I need everybody, so let me have worth going after that? Is the white- Hearts & Science this broad-based demo,” explains toothed bride going to grow your share

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or is that just too narrow? Because the goods giant’s characteristically justfourmonths.“Thatonefeltlike KEY PROMOTIONS head of this line of business—think, his meticulous fashion—the telecom gettinglaunchedoutofacannon,to Ralph Pardo moved from target is anyone with teeth.” clienthadtossedupitsbusiness, be honest,” recalls Hagedorn. OMD East to oversee For P&G’s Always line of feminine- selectedawinnerandtransitioned Much of the available talent from AT&T account. care products, the agency around last itsworktotheagencyinthespanof within Omnicom had already been year’s Summer Olympics used digital repurposedonP&Gorhadmoved KEY HIRES displays in New York located near overtoPHDtohelpcoverits$3billion Zachary Treuhaft hired Walgreens and Duane Reade locations winoftheglobalVWmediabusiness as president, from Grey and indexing high among women 18 inJune.Yet,Hearts&Sciencewas Group; Tara Levine hired and older to drive traffic to stores ‘Unlike the long abletosetupofficesinAtlantaand as chief experience and keep the brand top of mind during Dallas, markets where Hagedorn had officer, from Deutsch. shopping trips. lived and worked and where he knew process with peoplehecouldtrusttohelprealize All About the Talent theshop’smission. Finding the right kind of talent— P&G, winning “Ifwewouldhavehadtohavedone those professionals with a genuine thatallinNewYork,itwouldn’thave desire to learn how to effectively AT&T ‘felt happened,” he says. and flexibly help clients navigate Asforwhatcomesnext,Hearts a rapidly changing marketplace, like getting & Science is primarily focused on one that’s riddled with emerging servicing the massive accounts platforms and varied ad tech—has launched out alreadyonitsroster. been a challenge for Hearts & “Wehavemodest,I’dsay,new Science, nowhere more than in the business goals,” says Hagedorn. “Our case of AT&T. of a cannon, appetite is, yeah, we want to get to In contrast to Hearts & Science’s that. But at this point, I want to make 18-month process of landing P&G— to be honest.’ sure we keep the culture together and largely conducted in the packaged- -Hagedorn we deliver for the clients.”

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2017 HONOREES Devika Bulchandani Anita McGorty Lori Gitomer Trailblazer Moms President + Managing Director EVP, Corporate Communications VP, Partner Development PUBLICIS MEDIA Madelyn Alpert Roberts MCCANN XBC + MCCANN THE NBCU CONTENT STUDIO VP Associate Publisher, Multimedia NEW YORK Mari Kim Novak Sandi Harari ENDLESS VACATION/STORY CMO Bernice Clark EVP, Creative Director WORLDWIDE RUBICON PROJECT SVP, Media BARKER Sharon Napier MACY'S Michal Shapira Stephanie Latham CEO SVP, News Content Partnerships PARTNERS + NAPIER US Head of Industry, Automotive Paola Colombo TURNER IGNITE FACEBOOK SVP, Managing Director Marcy Q. Samet R/GA SAN FRANCISCO Tatia Torrey Orli Lewinter Global CMO Chief Client Officer MRM//MCCANN SVP, Strategy and Social Karen Hunt HAVAS CHICAGO Marketing President, West Coast Region 360I Barby K. Siegel New-to-Motherhood Moms CEO UM ZENO GROUP Julie Batliner Karah McGeown Kimberly Kelleher President, Managing Partner VP, Director of Communications Molly K. Watson CRO CARMICHAEL LYNCH RELATE FCB CHICAGO COO WIRED MEDIA GROUP TIERNEY COMMUNICATIONS Jacqueline Cox Priscilla Valls SVP VP Vertical Sales Elizabeth Lucas-Velez ZENO GROUP PANDORA Established Moms Former Associate Director Patricia Betron Media Relations and Malaika Danovitz Madison Wharton SVP, Multimedia Sales Crisis Communication Group Creative Director Chief Production Officer ESPN NESTLE NUTRITION/GERBER MCGARRYBOWEN DDB NEW YORK

Sponsored By Feb 28 | 11:30am | Cipriani 42nd St, NYC Tickets on sale now at sherunsit.org/#events PerON THE ORIGINS OF BRANDS AND THE PEOPLE WHO BUILD tive THEM

THE CAP Designed to suggest a premium libation, THE MASCOT Jäger’s new cap bears the signature The12-pointbuck of founder Curt Mast with a ﬂoating cross and1878,theyear isareferenceto his father created the the Catholic patron family company. saintofhunters,St. Hubertus,towhom theLordappearedas astaginthewoods.

BRAND NAME

THE BOTTLE Redesigned late last year, the new bottle Jägermeister features higher shoulders, a new CALL IT A BRO SHOT IF YOU labelanda“mature” WANT, BUT THIS LEGENDARY stag—all designed to GERMAN LIQUEUR HAS HIGHER stress heritage and versatility. AMBITIONS. BY ROBERT KLARA

34 A peek at the new marketing campaign

Take a Shot Jägermeister’s hunting roots (shown in these insets of its old advertising) remain central to the brand’s identity, and while the company still ages its liqueur in oak casks (far right), a modern facility in Wolfenbüttel, Germany (above) bottles the brew now. One tidbit you won’t see mentioned is how Jägermeister was, during the years of the Third Reich, called Göring-Schnapps. Fortunately, that name didn’t catch on.

’s not easy being Jägermeister, the named Curt Mast concocted the secret recipe 70-proofamaro(spicyliqueur)from for Jägermeister in 1934, combining 56 herbs, Germany. Despite its long lineage and blossoms and roots with water and alcohol proud traditions, American drinkers just and aging it in oak casks. Drawing from Lower have no respect. Saxony’s rich hunting traditions (Jägermeister First,there’sthebrand’sstateside means “Master Hunter”), Mast chose as his reputation as a favorite libation of, shall we brand mascot the stag that appeared before say,youngmenwholiketoweartheirbaseball the hunter St. Hubertus and converted him to caps backwards. Jägermeister has been called Fast Facts Christianity. a“seductiontoolforhornyfratboys”(iLyke), 1934 These days, though, it’s young American “a liquor best known for getting underage guys Jägermeister drinkers that Jägermeister has to convert. with fake IDs wasted” (Men’s Journal) and “the created in According to one alcohol industry insider drink of bro culture” (Paste). Germany. who wished to remain anonymous, shots of From this reputation have grown further 35 percent Jameson and Fireball have “kicked Jäger in slights, such as the Jägerbomb—originally alcohol in the ass,” and the future isn’t in ice-cold shots, ashotofJägerinabeer,whichmillennials the liqueur anyway. “The pathway for Jäger is to move The First Huntmaster 56 ingredients in havereformulatedintoashotofJägermeister into the cocktail arena,” this veteran said. After taking over the secret recipe his father’s failing inaRedBull.Nomatterthemix,ithardly “People aren’t drinking brands today as much vinegar business, whispers“upscale”(neither,forthatmatter, as cocktails with brands as a component.” Curt Mast developed does the foreshortened name “Jäger.”) As it turns out, Jägermeister seems to have Jägermeister’s secret There’s the rumor that the ruddy-brown heard this advice already. It’s quietly started recipe—which the liqueurcontainselkblood(itdoesnot)and, to promote drinks like the Jägermeister brand follows to this ﬁnally,therearenumbers.Fromahighof$85 Old Fashioned and the Count Mast (also day. Jägermeister’s million in 2013, Jägermeister’s retail sales called the Jäger Negroni). This more reﬁ ned 56 ingredients include came in at just under $75 million for 2016, image will presumably be the theme of a new juniper, bitter orange, accordingtodatafromIRI—adropofnearly campaign breaking in April. “Jägermeister is a star anise and licorice. 12 percent. chameleon in this age of innovative cocktails,” So why pay attention to a dated frat-boy said CMO Chris Peddy. “It’s evolving with libation? Because, despite its challenges, trends in the industry, and JägermeisterremainstheNo.1imported also remaining a staple when needing that liqueur in the U.S., and is by far the most The Count ice-cold shot.” fabledlibationyoucanorderatabar. Mast cocktail Hear that, frat boys? Even if the Jäger

PREVIOUS PAGE, FACTORY/PRODUCTION, CAMPAIGN, MAST, COCKTAIL: COURTESY JÄGERMEISTER COCKTAIL: MAST, CAMPAIGN, FACTORY/PRODUCTION, PREVIOUS PAGE, A Wolfenbüttel vinegar producer Sour gets trendy, you’re still welcome. ADWEEK | FEBRUARY 13, 2017 35 36 SWIMSUIT. DIRECTOR TALKS AND SOCIAL SCOOPS, ILLUSTRATED’SSPORTS EDITORIAL NEW Chris StoneChris same number of pages to work same number of to pages work the have 2017,In effectively we frequency. print magazine’s decision to the reduce recent the Tell about me leverage. to not crazy be would we other outlets. It’s something that that’s a lot more satisfying than inaway and way independent an in stories their tell to Illustrated Sports trust still People years. 60 people likewith James LeBron over trust up built we Imean, advantage. acompetitive was legacy case, this in but prime, its past and tired and that it conveys something that’s old feel we Inc.—because Time within days—including rarely these very “legacy” word the We use website. own his beyond outlet media that he even wanted to go to any surprised Iwas miracle. a small stories? their share to media social or choose SI over like outlets TV to athletes get you do How Cleveland. to returning was James’ announcement that he major scoops like LeBron landed you editor, managing As competitive advantage. new our ways to demonstrate going to push us harder to find naturally That’s free. for content that offer competitors those of alot that challenge additional the there’s and well, very do we what do who people of alot are There stories. sports and content sports for sources great of a lot are there inwhich field competitive ina we’re Now, coverage. sports national on monopoly a virtual publishing we had standpoint, a From predigital. only. was It amagazine were we here, I got now? right facing you’re challenges biggest the are say you would what but then, since magazine business has changed Obviously a about lot the checker. afact as 1992 in Illustrated Sports You joined Q+A The LeBron thing felt like like felt thing LeBron The BY EMMA BAZILIAN When down on the message this year. this message the on down doubling we’re fact, In continue. to going absolutely it’s and culture, abroader as questions these at look we way the of reflective inis Swimsuit [Day] taking is direction The unflattering. and unfair both was it and was, model aSwimsuit what of idea narrow avery been had There support. full our has and wholeheartedly embraced has Day M.J. editor Swimsuit our that amessage and That’s of? an initiative more see Is that something readers will emphasis on body positivity. increasing an put has franchise the years, of couple past the newsstands this week. Over The SI Swimsuit Issue hits basis. regular amore on it produce can we because meaningful more argue would some story—and magazine six-page to a four- as meaningful as bit every it’s well, Done space. content social original the into apush making really we’re and forms, different of inalot content our consuming at the same time, people are form extraordinarily well, but long do we Ithink content. our of balance the shifting We’re really brand? the to bringing you are What other editorial changes experience. powerful more even an it make can we fact, the magazine.compromising In magazine schedule without the of rhythm the change can we Ithink there. out choices many so are there because bit alittle down going that’s but issue, each with minutes 73 on average, spend subscribers, that finds research latest Our regularly. them provide can we throughout the course of the year, than sporadically providing that rather So deeper. go will and double issue that will be thematic aspecial create will we a month, with as we did in 2016, but once

MOVER dtra ietrof director Editorial prsIllustrated, Sports FEBRUARY 13, 2017 @SI_ChrisStone aaigeditor managing rvosgig Previous GolfandSIKids urn gig Current Specs Twitter Age 47 SI | ADWEEK

PHOTO: LAURA BARISONZI PORTRAIT

AGENCY Specs Who Drew Train, Oberland managing partner, and THE NEW YORK-BASED SHOP CREATES SOCIALLY Bill Oberlander, RESPONSIBLECAMPAIGNSANDANOFFICECULTURE founder, executive creative director THATISREFLECTIVEOFITSWORK.BY KATIE RICHARDS What Full-service FoundedinMay2014,NewYork-basedagencyOberland’smissionistocreatepurpose-drivencampaigns agency for each of its clients. As Oberland founder and executive creative director Bill Oberlander explained, Where he and managing partner Drew Train “felt that purpose—very much like digital—is here to stay as a New York trend.”Theagency’sclientsincludetheBlueManGroup,TheNatureConservancy,NewYorkInstitute of Technology and Juice Press. In December, Oberland created an awareness campaign for The Nature Conservancy,“NewYorkDependsonUs,”whichwasdesignedtoshowharriedNewYorkersjusthow vitalnatureistotheireverydaylivesthroughout-of-home,broadcast,printandradioads.Oneprintand broadcast ad, “Good Mornings Depend on Us,” focused on clean water. Without clean water, the ad noted, NewYorkerswouldn’thavetheirmorningcoffee—astapleformany.Oberlandalsoinfusestheshopwith apurpose-drivenculture—payinginterns$15anhour,hiringadiverseteamof15staffersandensuring equalandfairbeneﬁts.“Wewanttomakesurewearen’tbeinghypocritessowecanhavethecredibility

PHOTO: PATRICK J. MILLER J. PATRICK PHOTO: ormoralhighgroundtotalkaboutthisstuffinpublictoourclients,”Trainadded. ADWEEK | FEBRUARY 13, 2017 37 LOOK BACK

1954 Academy Awards Roman Holiday star Audrey Hepburn takes the Oscar forBestActressatthe26thAnnualAcademyAwards, held at the NBC Century Theatre in New York. PHOTO: NBC/NBCU PHOTO BANK VIA GETTY BANK NBC/NBCU PHOTO PHOTO: IMAGES

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