[ Big Changes at Gillespie Group ]

Gillespie Group Marketing & Advertising, celebrating its 15 th year, is kicking off '08 with a bunch of news. New accounts. New hires. New website. And, a new logo. The new changes will reflect the new scope of services offered by the firm.

The changes start with a new logo and website. "We wanted a different approach," said Mike Gillespie, Jr. "The web site is basic, simple and informative. It provides us with a clean palette to showcase our creative and highlight our media buying capabilities," he added.

The company's new logo, introduced on the web site, marries a contemporary feel with a modern edge. Sr. Graphic Designer Tara Valletti noted that "the design task was interesting. Gillespie Group has a lot of history that we have to acknowledge in our branding. At the same time, we're a full-service agency that meets the advertising needs of the day." Gillespie Group's new graphic artist, Josh Smith came up with the final approach. "I wanted to keep the design clean and simple so it could be used across all platforms."

On the account side, Gillespie Group has been retained by the Sands Auto Group for the full range of strategic planning, creative services and media planning. The firm also continues to expand its work with foreign, independent and documentary film advertising, placing print ads in over 100 US markets. In 2007, Gillespie Group organized the world premier launch of Randy and the Mob . Director of Entertainment Advertising, Gregg Smith noted, "The growth for us picked up in 2007. It's a slow process that builds on relationships, experience and expertise. The team here is the foundation behind the growth we've seen."

As if this wasn't enough, Gillespie Group is also thrilled to announce two new hires. In November, Josh Smith joined the agency as a Graphic Artist. Smith, a Penn Stater who graduated in 2005, brings two years of graphic design and interactive development to the Gillespie team. (Josh also has the dubious honor of having been taught by Mike Gillespie Jr.! Before joining the agency in 1999, Gillespie taught high school most recently at Holy Ghost Prep. Josh had the "experience" of being in Gillespie's freshman World History I and sophomore World History II classes.) "It's interesting working for your old teacher, and the agency is great. I am constantly learning more about the entire advertising world...from media buying to billings to client service," commented Josh.

The agency also hired Holly Rafferty as Media Manager in the Media Department. Previously, Holly worked in the Media Department at The Weightman Group and was eventually promoted into client services. Holly's resume also includes time at Toll Brothers and Kantor. At Gillespie, Holly will team up on key clients providing media management and client service. Debbie Field , Sr. Media Manager at Gillespie, who worked with Rafferty at Weightman, is thrilled. "Holly is a high-energy person. She's got an awesome attitude and will be a great fit at the agency."

When asked to reflect on all of the positive changes and developments, Mike Gillespie Sr. , noted that he's excited for 2008. "We had some internal challenges in 2007.   But all the elements are in place for a banner year in '08. This is a true testament to this staff's positive attitude, boundless energy and dedication." Gillespie went on to say, "Dick Vermeil always says 'get the best available talent.' I realize that this is one of those goals toward which you always strive. But I can honestly say, we have some amazing talent who bring positive energy. This is the team that will take us to the next level."

[ The Sky is Falling:   It's the Political Window! ]

Yes, it is that time of year.   Again.   The dreaded; the infamous; the unimaginable... The Political Window.

Those of us on the agency/buying side hear it every few months (or so it seems).   Sales reps and managers run around the market with rather impressive claims.   "They're predicting the biggest political spending ever."   Or, "They're saying [Insert state or market] will be the battleground."   Who is "they," anyway?

To be fair, political ad spending has seen impressive spikes recently.   Yes, the overall national trend is to spend more on political advertising.   And yes, this does create an inventory problem.

But are stations ever really sold out?   Direct response ads keep running, after all.   Cable, with thousands and thousands of avails continues to grow share of business.   By and by, stations always find a way to accommodate the business.   Managers are happy to take advertisers' money.

Let me take off my ad agency hat for a minute and don my Poli Sci hat.   The PA primary isn't until late April.   It's early February.   By my count over half of the country will have had their primary before we get a chance at the polls. Already, the field of candidates is quickly thinning from seemingly endless list of pretenders to their party's candidacy.   Between two and three candidates have already emerged as the front runners.   Candidates are already pulling out.   Dollars are shifting to the more viable candidates.   Both parties have a vested interested in pushing one candidate to the forefront as early as possible.   The sooner each nominee is unofficially anointed, the sooner the real planning, campaigning (and spending) will begin.

I predict Pennsylvania will not be a major player.   We'll see increased spending during the political window, but I'm betting that the dire predictions of sell-out conditions will never really materialize.

Of course we won't know until it is too late.   One major New York media buying shop has prepared a very comprehensive strategy for advertisers to handle the political window.   It involves buying around the window, if possible.   It also suggests that over-buying may help off-set dropped spots. Agencies and advertisers, heeding the very serious predictions of the media outlet's sales force, are most likely taking steps to prepare for politicals.   But by the time it is clear that PA won't be a battleground state...by the time everyone realizes that the DNC and RNC haven't shown up with dump trucks filled with money...regular advertisers will have already made their plans and will have moved on to running their business. Stations will gladly run the pre-booked, over planned schedules and those of us on this side of the desk will feel relieved at having avoided a catastrophe.

Don't get me wrong.   Media outlets are doing the responsible thing by sharing their predictions with agencies and advertisers.   They are being smart, from their vantage point.   For us, the conservative approach...the intelligent approach, even...is to plan ahead.   Maybe PA will be a battleground state.   Maybe no clear frontrunners will emerge in the next three months.   And maybe the sky will fall in.

But maybe not.

[ The Quiet Awards Season ]

Although this awards season has been quiet so far, the Oscar never sleeps. The Oscar consultants have been mapping strategy since mid-summer. Unlike the studio heads who were visibly counting the results of their summer popcorn pictures, the Oscar seekers remained invisible. The early moments of Oscar campaigning are the most politically sensitive. Some important films inevitably will be shot down and there will be aftershocks.

Movie distributors are walking a tightrope, simultaneously trying to control the buzz on their potential award nominated films and following the audience chatter of feedback about their films.   The buzz is important.   It is that distinctly Hollywood word that refers to the sudden attention that appears like a high school cafeteria rumor and can disappear just as quickly.   This combustible mixture forces movie distributors to adapt instantly to any new blip that pops up on the awards radar screen.   The chatter is also important.   Chatter can affect the Oscar race, usually to the detriment of an award hopeful.   When the movie underperforms at the box office, and the negative chatter ensues, that film usually comes up short in the awards season.

The Writers Guild of America work action has influenced this quiet awards season.   The WGA last struck in 1988 and stayed out for five months.   Now the guild is controlled by a more assertive faction and their closer relationship to the Screen Actors Guild could cause a potential headache if they also take a hard line bargaining stance when the SAG contract expires on June 30.   This latest work stoppage started on November 5 and there is no end in sight.   Because of the strike, the three hour Golden Globes telecast was canceled and reduced to a one hour news conference to announce the winners.   Television viewership declined to 5.8 million from an average of 20 million last year.   The Globes will still be meaningful to this awards season.   The Golden Globes can often elevate an actor into the awards race who might not normally make Oscar's short list.   The Hollywood Foreign Press Association, the founder and on-going organizer of the Golden Globes, creates banter when an actor is nominated and the movie studio publicity machine can utilize that momentum and sometimes turn it into Oscar glory.   But, if an actor does not receive a nomination from the HFPA, chances for an Academy Award nomination may be slimmer.

Awards season is always a tug-of-war between fresh faces and established stars.   The Academy Awards are the most wagered non sporting event in the world.   We know the Golden Globe winners. As of this writing, lists have been announced by the American Film Institute, the Directors Guild of America, The National Board of Review, the New York Film Critics Circle and the Screen Actors Guild.   Clear favorites have emerged.   Will there be surprises when the Academy Awards nominations are announced on January 22 and Oscars are awarded on February 24?

[ Philly PPM's : One Year Later ]

Well, the revolution in radio ratings came and went and we're all still standing.   Last year, new devices were implemented into the Philadelphia market as a means of better measuring radio ratings.   These small, beeper-like objects provide more accurate listening data.   In some ways everyone in our industry is still adjusting to the "new currency."  Things have changed but a number of our predictions and observations have come true.

As anticipated, we've seen ratings compression and a shift in ratings from the traditionally "top rated stations" to others in the market.   Unfortunately, the cost of radio advertising has not yet adjusted to the new reality but that will come soon.

Greater Media's properties, like WMGK and WMMR have really benefited from the PPM world.   Not so much for ClearChannel.   I'll get to that in a minute.   B101's incredibly impressive holiday season was a major spike for that station in the fourth quarter, but the question remains:  what does the first half of 2008 have in store? (One recent report suggested that 70% of the market tuned into B101 the week before Christmas.)  KYW-AM's morning drive isn't a must-buy in the PPM world.   But midday and afternoon drive is a very attractive alternative.

Two major developments exist on the PPM horizon.   First, Arbitron is delaying the introduction of the PPM model into the New York market.   This is huge.   One of the major problems of the PPM reality has always been the sample size.   It's very small. Moreover, according to powerhouse groups like ClearChannel radio, minority and young adults are particularly underrepresented in the survey sample size.   This then skews the ratings results and impacts stations with formats that target these demos.   It's been noted that young adults and minorities aren't predisposed to carry the beeper, further impacting the validity of the sample.   Consequently, New York is on hold until some revisions are implemented.

As an outgrowth of this situation, Arbitron is redesigning the PPM device with a more sleek, contemporary look.   The hope is that the "cooler" style will be more attractive to younger demos and minority audiences.  

While a new day is here for radio stations, and while much has changed, we're still moving forward.   Advertisers are negotiating with stations using better data.   Stations are making new claims about share. And the beat goes on...

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