Integration & Accountability
Matt Johnson describes his job as being "charged with applying innovative thinking to develop a media strategy and plan to support key marketing initiatives on both a national and local level." Historically, print has represented about 10% of Wendy’s targeted rating points, although the media mix is continually being re-planned.
Currently, in fact, Wendy’s entire advertising strategy is being re-planned, as the company swapped its ad buys to three new shops in January of this year. Saatchi & Saatchi will be the lead agency of record, kirshenbaum bond + partners has been designated to handle creative projects, and MediaVest is charged with media planning and buying.
Wendy’s chief marketing officer Ian Rowden cites a turnaround in Wendy’s business as the reason behind the timing of the switch. "The timing is right to seek new resources to take our advertising efforts to the next level," he said in a statement when the change was announced. "This move will give the Wendy’s brand greater access to the diverse talent, expertise and perspectives that come from having a broader agency line-up.
Johnson will be calling the shots, as he directs the "planning, buying and stewardship of all print and online advertising efforts to generate the greatest impact against core Wendy’s customers." According to him, tapping into the unique qualities of a magazine brand allows the company to access consumers more directly. "The ideal program allows us to partner with a magazine brand to deliver value to their readers by bringing them something that only Wendy’s can offer," he says.
Accountability is key, according to Johnson. "I think the media best positioned for the future will be able to clearly demonstrate accountability – print included. Increasingly, we are asked to justify every dollar spent. The justification becomes more transparent as the tools to measure ‘effectiveness’ (econometric models, response rates, engagement modeling, etc.) are continually improving," he says.
The company espouses an integrated approach to its advertising, and one of Johnson’s areas of responsibility includes producing brand integration, with in-store cross-promotions and sponsorships, as well as evaluating and implementing new media research approaches and emerging media vehicles.
Johnson points to some successful recent integrated campaigns that included a program with People magazine called "Corner Raves." A franchise position within the Picks & Pans section was augmented by a microsite angle that used interactive sweepstakes and games to drive brand engagement.
In addition, Johnson talks about an Entertainment Weekly program he calls "The A-List." An exclusive sponsorship supported a unique pullout entertainment review section that Entertainment Weekly created specifically for Wendy’s.
A campaign with Rolling Stone even tapped into the current consumer-generated content craze, allowing readers to create their own Rolling Stone covers with print pages that encouraged readers to go online and develop their own customized Rolling Stone covers, complete with photo and personalized headlines. And no, that’s not one of them on this page.
A Writer by any Other Name...
LIKE MANY OTHER communications professionals, Matt Johnson has worked more than one side of the fence. He was a journalism major in college, at the E.W. Scripps School of Journalism at Ohio University. During college, he also worked as a reporter and writer for the Post in Athens, Ohio, contributing to the sports section.
His first job in media was at HMS Partners in Columbus, where he started as an assistant media planner but quickly rose to become media planner. Next, he spent four years at LensCrafters/Luxottica/Ray-Ban in Cincinnati, starting as associate marketing manager and rising to become marketing manager.
His stint at Wendy’s started in 1998, when he became media coordinator. Now, as media manager, he manages national media planning for general and Hispanic markets and directs a media budget of more than $240 million a year.
- min's Special Issues — October 1, 2007
- Custom Publishing Project: MindShare/Time Warner/American Express, The Ticket — October 1, 2007
- Print/Online Bundle: WIRED Media, Xerox Custom Cover Project — October 1, 2007
- Total Integrated Program: ESPN, ESPN The Magazine's Next 2007 — October 1, 2007
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