Radio Is the Key to ROI and Reach SOUND Advertisers Need Now SOLUTION

December 4, 2017 Important to Important People Tito’s Handmade Vodka won a spirited fight for Marketer of the Year, plus nine others that crushed it MARKETERS OF THE YEAR p. 16 The top 100 spenders are pouring it on— and some of the biggest movers WORLD’S LARGEST are in China ADVERTISERS p. 9 Don’t believe what you read about magazines—these titles are thriving (and kicking digital butts) MAGAZINES OF THE YEAR p. 28 NEWSPAPER NEWSPAPER $19.99 U.S./CAN. £12.99 U.K. 30 Sessions 45 Speakers Over 250 Executives Ad Age’s E.J Schultz interviewing Brad Jakeman On November 15 and 16, Ad Age Speakers included IBM’s Bob Lord, Ad Age hosted its first Next conference, Burger King’s Fernando Machado, the evolution of our long-running Walmart’s Sumaiya Balbale and Next Digital Conference. P&G’s Marc Pritchard. Visit AdAge.com for 2018 events Co-presenting sponsors Supporting sponsors AA013919.indd 1 12/1/17 11:46 AM Creativity Pick Photography by Tktk by Photography OK GO’S PULP-FRICTION ‘OBSESSION’ VIDEO IS A COLLABORATION WITH PAPER BRAND DOUBLE A Date 11/27/17 Client OK Go Directors Damian Kulash, Jr., Yusuke Tanaka Important to Important People 1 Inside This Issue “I have been Behind the Headlines 3 convinced that it Facebook’s about-face Ford may have a better idea The platform warms up to formerly Automaker reevaluates its agency is the best thing ... banned pre-roll ads with Watch test relationships, including with WPP but it still breaks Carjacking Q&AA Accenture Interactive’s Maserati Steve Stoute puts the CRM in RPM my heart.” heist could signal trouble for shops with new music startup CP&B Chairman Chuck Porter to AdAge.com about the closing of the Miami office that made the agency famous Datacenter 9 President & Publisher Sales Josh Golden World’s Largest Advertisers General Manager, Revenue & Associate Publisher, General Client Partnerships Chinese marketers surge on Ad Age’s Manager, Marketing & Brand Jackie Ramsey Heidi Waldusky comprehensive annual ranking Senior Manager, Client Editors Partnerships Alex McGrath Senior Manager, Client Editor Brian Braiker Partnerships Brent Rupp Executive Editor Nat Ives 11 Senior Manager, Client City Spotlight Deputy Editor Judann Pollack Partnerships Liz Spitaleri Managing Editor Manager, Client Partnerships Roberta Bernstein Getting better all the time Danika Felt Member & Custom Content U.K. ad capital London keeps calm Senior Account Executive, Editor Ann Marie Kerwin and carries on despite Brexit Agency Relations Karla Jordan Datacenter Sales Coordinator Alexis Marrero Director, Data Analytics Bradley Johnson Program Management Creativity 13 Director, Data Management Kevin Brown General Manager, Product Senior Research Editor & Technology Kevin Skaggs Let’s do the time warp Catherine Wolf Director, Program Management Kerri Ross Brands take bizarre cameo roles in Editors at Large China’s historical costume dramas Senior Marketing Programs The Media Guy Manager Emily Chiang Simon Dumenco Marketing Programs Manager Personal Products/Research Eniko Skintej Jack Neff Marketers of the Year 16 Associate Marketing Editorial Beat Sheet Producer Diane Firmalino Tito’s Handmade Vodka See who else made the grade Digital Content Producer Marketing & Audience Nefertiti Anderson Development Outstanding brand positioning leads Check out the nine runners-up whose Creativity Editor Tito’s to top of category—and our list marketing outshone their rivals Ann-Christine Diaz Senior Audience Asia Editor Angela Doland Development Manager Maria Giatrakis Media Agencies Megan Graham London Editor Emma Hall Marketing Coordinator Emma Jarry Magazines of the Year 28 Retail, Finance Adrianne Pasquarelli Conferences & Events Media Jeanine Poggi Start spreading the news Chicago Bureau Chief Senior Director, Conferences New York magazine leads the pack in E.J. Schultz & Events, Executive Producer our recognition of top titles of 2017 Senior Editor, Events Tina Marchisello Anna Sekula Associate Director, Ad Tech, Ad Fraud, Search Conference & Events George Slefo Nicole Nelson Garett Sloane Opinion 36 Tech, Social Events Producer Agencies, PR Lindsay Stein Danielle Deluca Food Jessica Wohl Advertising Production TV’s hocus-pocus Culture shock Creative Services The tube plays data tricks: Now you The true forces shaping pop culture Prepress/Production Director Creative Director Simone Pryce see the ratings, now you don’t are outside the ad industry Erik Basil Spooner Director of Video Classic Ad Review Alfred Maskeroni Senior Art Directors In wake of sexual harassment news, Jennifer Chiu, Tam Nguyen Charlie’s ads take on new meaning Video Producer David Hall Digital Content Producer Chen Wu Crain Communications Inc Chairman Keith E. Crain Founder Vice Chairman Mary Kay Crain G.D. Crain Jr. (1885-1973) President KC Crain Chairman Senior Executive Vice Mrs. G.D. Crain Jr. (1911-1996) President Chris Crain Secretary Lexie Crain Armstrong Editor-in-Chief Emeritus Rance Crain Subscriber services: 877-320-1721, fax 212-210-0465, Chief Financial Officer outside U.S.: 313-446-0450, email: [email protected] Printed in the U.S.A. Robert Recchia 2 Ad Age December 4, 2017 Behind the Headlines Behind the Headlines FACEBOOK TOLIFTLONGTIME BANONPREROLL VIDEOADS By Garett Sloane Illustration by Tam Nguyen Facebook plans to test video ads at the start of Watch shows, exploring what would be a signifi cant shift, according to advertisers familiar with the social network’s strategy. Facebook has long resisted the pre-roll format because of its repu- tation for annoying viewers who are trying to get to their desired content. For years, CEO Mark Zuckerberg even banned “pre-roll” from Facebook’s advertising vernacular. “We don’t need to do pre-roll because our model is not one where you come to Facebook to watch one piece of content,” Zuckerberg said on it makes sense that Facebook would amount of inventory has always been of advertisers. People also mostly watch a conference call with investors in late pursue a similar strategy as it builds a gap when buying on Facebook. This them with the sound on, unlike the feed. July. “You come to look at a feed.” out its original content experience.” ad product would fi ll that hole.” Facebook has said mid-roll ads But now it seems the time might Watch shows are also di erent In August, Facebook introduced see a 70 percent completion rate, but be right to at least give them a try. than the video that Facebook has Watch with mid-roll ads, which run that’s for all mid-roll, which can run in Facebook this year introduced Face- previously featured most: shorter in the middle of the shows, after videos outside Watch, too. It has not book Watch, a would-be YouTube rival clips that depend on impulse viewers. a viewer presumably gets sucked revealed data specifi c to ad comple- where publishers, TV studios and Watch was designed to draw audi- into the content and is less likely to tion in Watch. Nor has it said how web celebrities create shows and try ences of loyal, returning viewers in a abandon it because of an ad break. But often viewers drop o when they hit to make money through ad sales. The setting more like TV. In that scenario, some publishers and advertisers say commercial breaks. move was part of a broader war among fans of a show might be more open to those ads haven’t been optimal. Show Facebook uses data to determine digital platforms and publishers to watching a commercial before a pro- creators are concerned that mid-roll the media habits of individual users, win at video, where marketers will pay gram starts. It’s a di erent mindset ads risk letting viewers tune out even so it should also be able to tell users more than for other kinds of ads. than racing down the Facebook feed. if they’ve been watching for a while. who accept pre-roll ads from ones Facebook, which declined to Advertisers like the guarantee of “There have been comments from who don’t. It could show pre-roll to comment for this story, is expected to ads being seen at the outset instead of viewers about how annoying the ads some and mid-roll to others, says a begin studying how users respond to hoping viewers reach the break. are,” says one publishing executive, media-agency executive familiar with the new commercial experience in the “A downside of Facebook News who works with Facebook on shows and Facebook’s thinking. coming weeks. Feed inventory is that it can be easily spoke on condition of anonymity. “They “They can get really sophisticated “YouTube already established that scrolled past by users, whereas pre- say they would rather watch pre-roll understanding people,” the executive people will sit through and tolerate roll or mid-roll in Watch guarantees than watch a video and be interrupted.” says. “For those people who watch for pre-roll,” says Steve Ellis, CEO of eyeballs against our clients’ content,” The mid-rolls have delivered some longer amounts of time, they could get WhoSay, a social infl uencer market- says Mark Sytsma, associate director positive results, however, like higher in-stream ads. And people who tend ing company. “It’s proven that they of paid social at Huge. “The ability completion rates than video ads in the not to watch for very long, they would haven’t sent consumers fl eeing, so to purchase a known or guaranteed Facebook feed, according to a number instead see a pre-roll.” Important to Important People 3 Behind the Headlines Car trouble If there’s one question ment to Ford, which WPP’s biggest ac- overseen by Kumar WPP FACES expected to be asked of said in a statement counts, and one of its Galhotra, group VP of WPP CEO Martin Sor- that “we are exploring oldest too,” Wieser the Lincoln brand, who rell at the UBS Global options to improve the says.

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