Dalelorenzo's GDI Blog
14Mar/210

AB InBev taps Epsilon and Publicis has a new thing: Friday Wake-Up Call

Welcome to Ad Age’s Wake-Up Call, our daily roundup of push, commerce, media and digital news. If you're reading this online or in a forwarded email, here's the link to sign up for our Wake-Up Call newsletters.

This Bud’s for you--just for you

AB InBev has signed on Publicis Groupe’s Epsilon as its data organization of record, with the aim of get its symbols closer to the consumer exercising analytics. “Epsilon’s input will play a critical role in shaping the brewer’s media and market coming as it searches freed from squandering a channel-oriented process to an audience-oriented one, ” writes E.J. Schultz.“Marketing will be less informed by what pulpit is used--TV or digital, for example. Instead, the brewer wants to collect more granular data relating to drunks, including from both third-party and first-party data sources.”

“It’s about who we want to talk to and where they are instead of what is the channel and who is available there, ” said Luiz Barros, the brewer’s world-wide VP of data and media.

Here’s the thing

Elsewhere on the Publicis front, the holding company is opening a brand-new “creative center of excellence” called Le Truc, which restates in English to The Thing. Neil Heymann, whom Ad Age reported last week was leaving Droga5 for the French holding company, will serve as chief imaginative detective and a founding supervisor, alongside main design officer Bastien Baumann; Leo Burnett Global Chief Creative Officer and Publicis Communications North America Chief Creative Officer Liz Taylor; and Andy Bird, Publicis New York Chief Creative Officer. Le Truc, writes Ann-Christine Diaz,will “unite more than 600 inventives, producers and strategists from the holding company's New York bureaux in a single space.”

Carla Serrano, Publicis Global Chief Strategy Officer, who assumes the president role at Le Truc, said the group is an outgrowth of the company’s Power of One doctrine. “This is a real focus on creativity, demonstrating a sort of hub of imaginative excellence for our beings in the New York office.”

Peanut flavored Spam, anyone ?

Mr. Peanut will soon have a new employer. Hormel Foods is buying the Planters snack brand from Kraft Heinz, husk out $3.35 billion in money. The buy will give Hormel the leading marketer of nuts, seeds and road mingles, and Hormel says it’s prepared to pump up investment in the$ 1 billion brand.

“Planters is practice more than simply peanuts in a pot, " Hormel executives said here on a conference call explaining its move. But Hormel may have a tough nut to crack. Kraft Heinz CEO Miguel Patricio told psychoanalysts on a recent scold “Planters is one of the firebrands most affected by private-label in our portfolio.”

Working capital

Online creative mart Fiverr has acquired high-end creative ability stage Working Not Working . Justin Gignac and Adam Tompkins are the founders of WNW, which is a go-to for the inventive community that offers job search, as well as other the resources available to artistic aptitude, such a publication and affairs.

The acquisition by Fiverr, which has $107 million in revenue, will give the 15 -person WNW a lot more backend sources. “We’ve always had a small team, with time one designer, one make, ” Tompkins tells Ann-Christine Diaz. “I don’t know how many parties they have in their tech agency, but I gamble it’s definitely more than one.”

Just briefly

No middle ground: Stellantis’ Jeep may have employed the dampers on its Bruce Springsteen Super Bowl spot, drawing it from YouTube following reports of the Boss being arrested for driving under the influence, but E.J. Schultz reportsthat the symbol damage may be restricted. The distinguish will “result in short-term discomfort for the symbol rather than long-term harm, specially since Jeep moved quickly to make the ad down, ” writes Schultz.

Righting wrongs: Interpublic Group of Cos. R/ GA has a brand-new world prime marketing man . Ashish Prashar was an international justice reform activist, former press secretary for the Mayor of London, and one-time head of communications for Publicis Sapient. “At the end of the day, I’m a campaigner before I’m even a comms person or a marketer, ” Prashar tells Ethan Jakob Craft. “And I’m never going to see not call out the shit that’s wrong.”

Send me no buds: Research company Numerator took a look at Valentine’s Day giftsfor this year and saw fewer folks are transmitting fresh buds: Only 30%, down 15 points from last year. Clothes, supplementaries, jewelry, booze and sugar were also down 10 sites. The most popular ways to celebrate this year, says Numerator, will be by fix at home and takeout--in other words, like every other day this year.

Please note: In observance of President's Day there will be no Wake-Up Call on Monday Feb. 15. We'll resume again on Tuesday the 16 th.

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