Category: In the News

After years of planning, marketers at major brands are finally ready to kick off their World Cup ad campaigns. Meanwhile, media agency experts are keeping their eyes peeled for a potentially volatile scatter market. 

Anchoring the efforts of Unilever’s Rexona brand, which trades as Sure in the U.K. and Degree in the U.S., is a hero film starring a Beatles tune and some of soccer’s biggest names: Vinicius Jr., Cole Palmer, Christian Pulisic and Florian Wirtz.

Cut-down versions of the ad will be used on TV across several of Rexona’s markets starting this monrth and continuing into May, while its U.S. business is set to air a separate Pulisic-centric campaign tailored for American viewers closer to the tournament’s beginning. The company drew on a web of sponsorship agreements with FIFA, top soccer clubs like Manchester City, and individual deals with players like Wirtz, to assemble its cast.

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This is a story of two inter-related events, one past and one coming up: the NewFronts and the upfront marketplace. With the former, more than a dozen major digital and social players made their pitch to attract more ad dollars, showing off new content, a more dedicated approach to measurement and a desire to pull even more ad dollars away from traditional TV firms.

And the upfront, that bizarre bazaar of buying, well it’s changing too as buyers demand greater flexibility from sellers if they want a greater share of marketers’ ad dollars in long-term commitments, and as the aforementioned digital players give the traditional players a run for their money.

Taking a look at the NewFronts 

Buyers reached for this story generally shrugged their shoulders about any standout content but commended the increased effort to shore up measurement across myriad platforms as a way to demonstrate effectiveness. The growing appeal of social video as a valid channel to reach consumers also stood out. 

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