Rino scanzoni biography of michael
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TV Upfronts: The 6 Most Important Ad Buyers You Need to Know
This story first appeared in the May 24 issue of The Hollywood Reporter magazine.
Operating largely behind the scenes, agency media buyers roam the annual TV upfronts mostly unnoticed. But because they represent advertisers who spend billions of dollars every year, the top media buyers wield considerable influence on what Americans see on TV and online platforms. After all, the annual broadcast (and now cable and digital) dog-and-pony show is designed to persuade the buyers to commit their clients’ money. The upfront process used to be fairly simple: In May, the networks announced their fall program plans, and buyers would make their “upfront” commitments on behalf of clients, often in late-night negotiating sessions with cold pizza over the span of two or three days. Now, planning begins in February, negotiations stretch into the July 4th weekend, and final details are hammered out days before the September start to the season. Meet the six most important buyers in the market today.
PHOTOS: Broadcast TV’s Returning Shows 2013-14
Rino Scanzoni
Chief investment officer, GroupM
Major clients: Ford, American Express, Nestle, Unilever
Total annual ad spend: $3
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NEWS & INSIGHTS
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GroupM
American company
GroupM is a U.S. based media investment group of the multinational Holding company WPP plc. GroupM is the world's largest media buying agency, as of 2023.[3][4]
GroupM's headquarters are located at 3 World Trade Center, in Lower Manhattan, and the company has subsidiaries in Asia, Australia, North America, and the Europe, Middle East and Africa (EMEA) region.
Businesses associated with GroupM include Essence Global, Mindshare, Wavemaker, as well as the defunct media agency Maxus. GroupM's EssenceMediacom is the world's largest media agency network.
GroupM was highlighted in a US House Judiciary investigation in which documents show that GroupM has colluded behind the scenes to use its ad buying power to force advertisements be pulled from social media. Their email signatures include a rainbow GroupM logo and Black Lives Matter.
History
[edit]WPP plc formed GroupM in 2003 to unite Mediaedge:CIA and MindShare Worldwide.[5][6]
In 2015, GroupM began requiring all media partners to acquire anti-piracy certification from the Trustworthy Accountability Group.[7] In 2019, GroupM formed a coalition to help brands reach multicultural audiences.[8] The company has a diverse media advertis