Stand Firm, WPP. This Japanese Ad Agency Can Pay More


Even before the divorce, WPP is squeezing for more alimony.

Shares in Japan’s third biggest advertising agency Asatsu-DK Inc. soared as much as 20.5 percent Tuesday, the most on record, after venture capital firm Bain Capital offered to buy out the company for $1.3 billion.

Asatsu-DK is trading at 3,810 yen ($33.68) per share, higher than Bain’s 3,660 yen bid price. In other words, the market believes Bain will sweeten its offer. Asatsu-DK’s largest shareholder, London-based WPP, the world’s biggest advertising firm, has indicated Bain’s offer is too low, according to people familiar with the matter.

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Ad Skeptics Say 'Not So Fast' to Facebook's Two-Second Videos


Illustration by Tam Nguyen/Ad Age

Facebook and Oracle Data Cloud last week sought to change some minds in the marketing world with an analysis of how long it takes for a video ad to benefit a brand. The study claimed that even video views of fewer than two-seconds contribute meaningfully to ad campaigns.

The research was part of Facebook’s effort to counter the prevailing sentiment among marketers that people tend to skip digital ads as quickly as possible. Why should a brand pay for videos that don’t even get seen for two seconds?

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Space Case: 'Rick and Morty' Reigns Supreme Over the 18-34 Demo


While there is no magic formula to help lure people between the ages of 18 and 34 years back to traditional TV, network executives could do worse than crib from the pages of the “Rick and Morty” playbook. An animated celebration of alcoholic nihilism, time travel and parallel universes, the Adult Swim show just closed out its third season to demo deliveries that put the Sunday night broadcast lineup to shame.

According to Nielsen live-plus-same day data, the “Rick and Morty” finale scared up 1.52 million adults 18 to 34, more than doubling the 702,000 members of the demo that tuned in for Fox’s inaugural “Animation Domination” block of the season. Fox’s top draw among the younger crowd was “The Simpsons,” which kicked off its 29th season with an average draw of 807,000 adults 18 to 34, good for second place on the night for all scripted programming.

Because Fox’s target demo is the adults 18-to-49 set, “Rick and Morty” only competes with “The Simpsons” for the younger chunk of the age bracket. If there’s a rivalry between the two shows, it’s a friendly one; in May 2015, the time-travelling duo [literally] crashed the “The Simpsons'” opening couch gag, killing Marge, Homer, Bart, Lisa and Maggie in the process.

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FDA Tells Granola Maker Love Doesn't Count as an Ingredient


Rolled oats, brown sugar and maybe nuts. No feelings.

The U.S. Food and Drug Administration on Tuesday released a warning letter to Nashoba Brook Bakery, reprimanding the West Concord, Massachusetts-based baker and wholesaler about the ingredients it lists in its granola.

One, in particular.

Continue reading at AdAge.com

Compact Car Power Banks – The Honda Lib-AID E500 Comes To Your Aid During Power Outages (GALLERY)

(TrendHunter.com) Japanese automaker Honda has gone ahead and revealed a highly compact and utilitarian car power bank, dubbed the Lib-AID E500, that is designed to offer convenient and reliable power in the case of…

Reimagined Gaming Computers – This Classic Computer Has Been Reinvented For Nostalgic Gamers (GALLERY)

(TrendHunter.com) When it comes to classic computers of the 1980s, few are quite as iconic as the Commodore 64, which is why Koch Media is teaming up with Retro Games to offer a miniature version of the computer in…

Pop Culture Webcam Protectors – These Webcam Protectors Come in Shapes Like Mr. T and Hulk Hogan (GALLERY)

(TrendHunter.com) When it comes to covering up one’s webcam for the sake of security, pins are the new black tape. Now, Mr. T and Hulk Hogan are here to protect one’s webcam.

These anti-hack pins are…

Axe Throwing Competitions – Bad Axe Throwing is Hosting the World Axe Throwing League Championship (GALLERY)

(TrendHunter.com) What began as the sport of lumberjacks and woodsmen has quickly become a popular pastime for people from all walks of life. With its renewed popularity, axe throwing has gone from a niche backyard…

Gym-Specific VR Fitness Plans – The YMCA in Minneapolis Offers a Virtual Reality Workout

(TrendHunter.com) The YMCA in Minneapolis has implemented a virtual reality fitness program to encourage both seasoned and novice gym-goers to stay in shape.

Gyms are typically packed with technology, like premium…

Office Isolation Cubbies – The AMOS DESIGN Santini Quiet Point Offers Isolation in Public Areas (GALLERY)

(TrendHunter.com) Open-concept offices are now the norm amongst many businesses around the world but limit the amount of private space that employees have, so new solutions like the AMOS DESIGN Santini Quiet Point…

Reimagined Modern Home Designs – Paula Santos Arquitectura's Porto Home Riffs on Typical Designs (GALLERY)

(TrendHunter.com) It might not look like it at first glance, but Paula Santos Arquitectura’s design for a home in Porto, Portugal, is surprisingly similar to the other homes that were first built in the…

Roman Polanski Accused of Rape by Former German Actress

The former German actress, Renate Langer, said she was raped at 15 in a house in Switzerland where she had gone in hopes of getting a part in a film.

The Killers Are Latest Band to Hit No. 1 Thanks to Sales, Not Streaming

Like Arcade Fire and LCD Soundsystem, the Las Vegas group reached the top of the Billboard chart the very old-fashioned way.

Anthony Scaramucci Announces Mystery Media Venture

A media property without a website or reporters? Arm in a sling, the former Trump aide explains his notion.

Unruly seeks new CEO as founders Wood, Button and Cooke take a back seat

Unruly is looking for a “programmatic superstar” to succeed Sarah Wood as chief executive next spring when she becomes an advisory board member at the ad tech company.

Schweppes harks back to 18th century origins in £6.6m fightback against Fever-Tree

Coca-Cola is revamping its Schweppes brand with a historically inspired new bottle design, premium range of mixers and a major ad campaign.

Hawthorn bought out by US event tech provider Psav

Psav, the event tech services provider, has acquired Hawthorn Theatrical, the events production company.

Ikea celebrates 30 years with week-long house party

Ikea, the Swedish home retailer, is celebrating 30 years in the UK with a series of house parties.

Tuesday Morning Stir

-What does the hot UK agency Buzzman get to do with their cultural capital? Sell South Park video games with fart jokes.

-Today we learned that the Pepsi scandal made poor Kendall Jenner cry, sad face emoji.

-Still want to work in pharma marketing? Read this story first.

-And in case you kinda hate your job, just be glad you’re not a CMO.

-The Russians targeted Americans who were particularly receptive to their propaganda by using the same Facebook tools as top advertisers.

-WPP really does not want Mitt Romney’s Bain Capital to buy ADK, but it’s pretty much a done deal.

-Snapchat will not save the ad industry after all. Who could have guessed?!

-Conde Nast is positioning its branded content unit 23 Stories as a separate, 100-person creative agency.

Omelet Splits with Chief Creative Officer Grant Holland After 2 Years

Independent content agency Omelet parted ways with its chief creative officer Grant Holland last week after approximately two years.

“We have parted ways with Grant Holland effective September 27th and we wish him well,” a spokesperson confirmed, adding, “On a separate note, Omelet is committed to creating a safe, welcoming and professional workplace for all employees.”

The representative did not clarify the context of the latter statement. According to the party who first alerted us to the news, the decision was not mutual.

“It was a great two-year run,” said Holland regarding his tenure with Omelet. “I’m proud of the work we made, the growth of the company and the transformation of the agency. I’m thankful I had the opportunity to work with many of the people there. And I’m excited for my next chapter.” He did not elaborate on his future plans or the reasons for his departure.

Holland joined the shop in 2015 after working as group creative director at 72andSunny, where he led the Starbucks, Anheuser-Busch and Tillamook accounts.

Culver City-based Omelet specializes in branded marketing and often partners with production companies focused on the entertainment industry. Its clients include Walmart, AT&T, Nickelodeon, Ubisoft and Red Bull, among others. Recent notable projects include an ad celebrating the 20th anniversary of Pokémon for Super Bowl 50 and a 2015 initiative aimed at helping the City of Los Angeles overcome its drought.

Agency co-founder and principal Ryan Fey also left Omelet earlier this summer to explore other unspecified opportunities.