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Greetings!
The 2011 TV scatter marketplace continues to be strong. Buyers have been more comfortable getting into the quarters earlier, as opposed to waiting until the last minute, which is what we saw a lot of last year. So the trend seems to be the quarters starting out a little strong, then quieting down, then heating up again. We can still save a percentage or two by staying close to the market and timing out buys properly.
For the 2012 Upfront, the predictions are double digits at this point. The wildcard of course is the NFL. If there is a strike, 4Q pricing will be categorically higher, with the trickle effect moving to the obvious places - ESPN and college football and other sports networks, followed by network Prime, high male skewing cable networks like Spike, Comedy, etc. Sources tell us some "safety" money has already been laid in on non-NFL sports by brands for whom 4Q sports GRPs are a must.
As Upfront contingency plans are developed, the NFL piece ($3 billion to be specific) presents a challenge for everyone, not just those advertisers chasing male rating points. We are advising our clients of the uncertainty and building our costs to reflect different scenarios. The other big question mark is the continued fragility of the economy given the high oil prices and its probable impact on consumer spending. But that's
perhaps for another discussion.
Either way, if NFL training camp doesn't begin on time (first week of August), that will be the first indication of a likely disruption in the number of games in the schedule and force the marketplace to their contingencies.
RJP is actively in the marketplace now and meeting daily with vendors to make and discuss Upfront outlooks and strategies. As always, we will keep everyone abreast.
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Inside - RJ Palmer spans the media field to lecture, listen and learn.
Best,
PK
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| Pradaxa Wins at DTC | |
RJ Palmer went up to the 2011 DTC Conference in Boston where Boehringer Ingelheim and the Pradaxa Team received the GOLD award in the category for the Best Integrated marketing and advertising campaign. Congratulations to BI and "Cardioman"!
 | | BI's Pradaxa Team |
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| COO Pete Regan Sits on Panel at TV Week Conference | |
TV Week asked our COO, Pete Regan to share his thoughts last month at their 10th Annual TVWEEK Media Planning Conference. At the Grand Hyatt in  Manhattan, Pete reiterated the need for planners and buyers to take more risks on an idea. "Today planners have more tools than ever, especially verses years ago.", he says, "While it's important to use these tools as your base, it's even more important not to be a slave to them. You need to shift into imagination mode and not be afraid to take a risk." Other panelists included Lee Doyle, CEO of MEC and Antony Young, CEO of Optimedia who talked about the Paid, Owned and Earned perspective to branding and how the "intersection" of the three is crucial. Pete fielded questions with
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Pete (middle) and panel await their introductions from moderator, Chuck Ross |
audience members and elaborated using as an example of a recent presentation to one of our clients. RJ Palmer built a "Brand Brief RFP" that was a collaborative effort with all agency partners, i.e. Media Buying, Media Planning, Creative, and PR. All of these disciplines were represented by separate agencies. Pete says, "With this integrated approach we were able to present a comprehensive request to the media outlets and solicit specific ideas that would elevate our client's awareness and allow them to launch their brand with 360 degree programs."
Tricia Cekoric, SVP, Communications Planning here at RJP summed up the panel this way, "It was interesting to see this high level group discussing and actually verifying the most important thing for clients: All parties need to work closely together on a client's business: Creative team, media team, PR team, etc. This is the very basis of RJ Palmer's planning process." Tricia is a panel participant this month at the OTC Conference in Atlantic City.
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| RJP Hits 2011 Toy Fair - Insights From Frances Croke Page | |
The Toy Industry Association (TIA) reported that Toy Fair 2011 increased attendance in the number of entertainment executives (+31%) and licensors (+8%).
Just as in media planning and buying, companies seeking out partnerships should be prepared for a competitive landscape where having a clear goal can make the difference in getting in the game.
WILLING TO LEARN
Interactive Toy knew they had the technology to make the best remote-controlled (RC) vehicles to match the current generation of video games. Ian Chisolm, Director of Marketing and Licensing recalled, "Our experience told us our best path to increased sales volume was to associate their RC technology for interconnected vehicles with a consumer-known story like Electronic Arts Medal of Honor game."
But their partner, Electronic Arts was new to licensing and the toy business. Interactive Toys invested the time needed to ensure the partnership first shared trust and clear strategic alignment. From there, getting to market required educating their partner on the licensing process, coordinating toy design and manufacture with game development and distribution. The results will be on store shelves this Christmas-- Interactive Toy's Medal of Honor interconnected RC tank, ATV, helicopter and technical truck provide an authentic "on the ground" experience to the fan of the video game series.
BUILDING ON YOUR REPUTATION
Any equipment that National Geographic licenses its name to has to match the exploration and conservation platforms associated with the brand. Just 20 months old, NatGeoSnorkeler.com takes well-deserved pride in providing quality sport diving merchandise at several affordable levels while standing behind the brand in a way that many vacation-oriented equipment manufacturers neglect.
NationalGeographicSnorkeler.com focuses on quality fit and reusable packaging, two characteristics NatGeo subscribers would expect from the brand name. The snorkeling and diving gear is sold in toy stores, sporting goods stores, tourist location dive shops and even drug stores. Nestor A. Palermo, Vice President at NatGeoSnrokeler.com observed "National Geographic looks to license in its logical consumer space. Underwater equipment for active families exploring their world is one of those logical spaces. Matching consumer expectations associated with the brand via high satisfaction rates has been the key to our rapid success."
Their emphasis on sizing, informative "care & use" instructions and a nationwide return policy all help to give the brand a superior stamp of approval from active vacationers. When RJ Palmer found them at the Toy Fair, they were being sought out by clients and buyers eager to see the latest in the line.
APPLYING TOY FAIR LESSONS
Successful brand partnerships, whether media and branded entertainment, licensing or co-branded promotions are the ones that make intuitive sense to consumers. Starting with a clear vision, whether a content strategy, media objectives or licensing partnership goal, leads businesses to better cross-brand communications and trust, both crucial to successful negotiations and outcomes.
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Living, Breathing, OOH at the
Toy Fair: ADscreens |
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RJP Sends Staffers to Ad Club's Media Seminar | |
From Diana Dekker, Media Buyer, Local Buying -
Over the past fall/winter I attended the Advertising Club of NY's Media Seminar. Each week various guest speakers came to discuss their  role in the industry, as well as their views and opinions of the business. A few meetings really took my interest. "State of the Industry" was presented by Ty Montague and Mike Duda, from Deutsch. They discussed the challenges we face in the advertising world, being that there are 4 times as many brands as there were 10 years ago, increased channels, and an increasing amount of agencies. Yet budgets are not increasing, and the audience is becoming more fragmented. Another seminar, "New Digital Technology Platforms" by Riley Donough of Thomas Reuters (research) discussed how social media and mobile Internet have become the driving forces in the marketplace for users and consumers on the Internet. We no longer need to use computer web access for the content we consume on a daily basis (ipads, ipods, iphones, Androids, Blackberrys, etc). This proliferation of multiple platforms creates an opportunity for us buyers, yet a challenge as well (like creative specifications).
Another session I found interesting was "Business Development," presented by the Director of Business Development at Kirshenbaum Bond Senecal & Partners (agency). Discussed here was something I believe reflects what RJ Palmer always focuses on. They mentioned that any agency can differentiate itself from others through "principles and values", but at the end of the day what matters most, is creating an experience for your prospective client. It matters little what they think in a meeting, but more on how the agency executes the brand experience.
The seminars were not purely lectures, but left time for discussion at the end. I gained valuable insight into all aspects of the media industry, not only from the guest speakers, but also from listening to the other audience members who came from a multitude of different areas in the advertising industry. |
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ANNOUNCEMENTS | | |
DID YOU KNOW?
TV retains its power despite the continued growth of access to TV content through other channels, with more than half of U.S. consumers preferring to watch their favorite shows on their home TV system. (source - Deloitte Development LLC)
EVEN OUR CFO SUPPORTS OUR CLIENT PHILOSOPHY
One of our clients, Kathy Kruggiero says this about our CFO Peter Stieglitz, "Your CFO, Peter, is just a wonderful man! He left me a voice mail last evening that was incredibly nice and so rare it makes me want to apply for a job with your firm."
PROMOTIONS AT RJ PALMER
Jayme Cangelosi - to Supervisor, National Buying (from Senior Media Buyer).  SVP, Marc Morse says, "Jayme is extremely smart, hard working, and always goes above and beyond what is expected of her. She truly exemplifies what a great buyer is all about. We look forward to her continued success at RJ Palmer."
Lindsay Bishop - to Senior Media Buyer, National Buying (from Media Buyer).  "Lindsay has been with RJP for 4 years and has proven to be a quick study and dedicated addition to our staff. She has mastered challenging accounts and through her hard work, has more than earned her promotion and the additional responsibilities that were given to her.", says Maryann Thompson, VP, National Buying.
NEW HIRES Christina Ou -Assistant Media Buyer, National Buying. Christina graduated Cum Laude (and a  semester early) with a B.S. in Marketing and a Minor in Dance from the University of Tampa. She previously interned at Penelope's People (a caregiver placement agency) and at RJ Palmer, in the Media Planning Department. She performed in dance productions in college and hopes to continue it as a hobby. Lindsay Ploshnick -Assistant Media Buyer, National Buying. Lindsay graduated with a B.S. in Broadcasting and a Minor in Drama from Lynn University, in Boca Raton. She previously interned at Corp Logo. Lindsay also toured through Australia this summer for 3 weeks, and is a die hard Steelers fan. Michele Cheng -Billing Supervisor, Accounting. Michele went to Brooklyn College and majored in Business, Management and Finance. She started out as an intern in  Universal McCann in the Corporate Finance Department and was later hired as a Media Planner/Financial Coordinator. From there she moved to Omnicom (OMD) as a Media Financial Specialist working with clients and vendors on a day to day basis. Michele's favorite hobby is playing with her dog and when she has spare time she likes to volunteer at her local vet. |
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