Brian WieserMember since June 2007
- EVP Interpublic/MAGNA
- 100 West 33rd Street
- New York New York
- 10017 USA
Articles by Brian All articles by Brian
- Insurrection's Impact On Media in
Twitter's permanent suspension of @realDonaldTrump is an important and necessary action. Beyond limiting real damage to people and society, it will help to improve the platform for brands.
- The Ad Industry's 'K-Shaped' Recovery in
Despite a pace of economic decline that will produce the worst economy since the Great Depression, the ad market might end up falling by little more than we saw 2001. It will certainly be better than in 2008 during the fallout of the global financial crisis. And much like the overall economy, the advertising industry is experiencing a K-shaped recovery - the pandemic has seen rapid acceleration for e-commerce and advanced digital services and cratered industries like restaurants, bars, travel, entertainment and traditional retail.
- Managing Through Crisis in
With the apex of the spread of the coronavirus around the world still weeks away, marketers are facing highly uncertain times, here are four opportunities marketers can follow: (1) Revisit the manner in which budgets are set in order to optimize "forests" rather than "trees;" (2) Focus on contribution margins and generally review financial metrics used to judge success; (3) Always have a best alternative to a negotiated agreement; (4) Prioritize resources towards growth opportunities.
- And Now, A Commercial Break in
MediaPost Live on
Strong work, weak industry. With the Cannes Lions International Festivity of Creativity under way this week, many of the world's creative and media agencies will deservedly receive accolades. However, it will be difficult to not notice the contrast between the high quality of the work on display against the weak business conditions of the industry which produced it.
- Digital Platforms In The Doghouse, Negligible Impact On Ad Budgets in
Digital News Daily on
As long as there is no expectation of a negative brand impact from running ads on digital platforms and as long as near-term user or usage trends are not impacted by negative news, ad budget plans will not change in any meaningful way.
- ANA Production Report: The Bottom Line in
The most important takeaway for investors is that this study, like the media transparency report released in June of last year, could serve as a catalyst for advertisers to more aggressively scrutinize the contracts they have with their creative and production agencies. In some instances, it may even encourage marketers to develop or expand in-house studios, or otherwise oversee more of the bidding processes related to commercial production themselves, reducing agencies' roles in this process. Quantifying the impact is next-to-impossible, but presumably the general outcome will be incrementally greater fee pressure and slightly curtailed growth.
- ANA Transparency Report Released: Negative For Agency Holding Companies in
With the release of a long-awaited report related to media transparency from K2 (commissioned by marketer trade group the ANA), we expect that marketers will be made much more wise about the ways media agencies generate revenue. As marketers become better informed, they will probably become more aggressive in their efforts to eliminate or curb many practices that agencies have pursued to generate revenues in the fast growing / high-margin media agency business.
- Record Media Account Reviews: Fall Out From the Rebate Issue? in
An unprecedented number of major media agency accounts have gone up for review since much of the industry became aware of practices related to undisclosed agency compensation. On our count the reviews announced in the last eight weeks alone amounts to $13 billion in annual media spending. This approaches amounts that might be awarded in a typical full year, on our analysis of data from RECMA. As it is, the $25 billion of media agency accounts awarded and likely to be awarded before the year ends - only including accounts currently in review - is in record territory.
- Salesforce.com Suitor Speculation: Google? in
Real-Time Daily on
This perspective has largely informed our view of how media and marketing are evolving, and is core to why we added the likes of Adobe and Salesforce.com to our coverage universe. So when Bloomberg reported this week that Salesforce.com is "working with financial advisers to help it field takeover offers after being approached by a potential acquirer" according to "people with knowledge of the matter," the company we initially assumed was behind the news was Google.
- Google Fiber Ads Vs. Facebook Audiences in
Real-Time Daily on
Separate news from Google, Facebook and Salesforce.com this week highlight different approaches to advertising on different media. While the focus for television advertising will remain around brand-building among relatively broad audience, the Web will increasingly be about targeting new and existing customers using known first-party data whenever possible.