Report by Rupert Day Chief executive officer
Above, left to right:
Ronald Paul, CEO, Quisma, Steve Ridley, CEO, Kinetic, Rupert Day, CEO, tenthavenue, Niall McBain, CEO, Spafax
tenthavenue is one of WPP’s newest entities, with a focus on delivering tailored solutions, be they specific audiences or outcomes. The new group’s goal is to deliver relevant content, in environments which reflect the consumer’s immediate lifestyle, across multiple devices – whether they are place-based or mobile screens – and with the ability to optimize and measure across them.
2010 was as much a year of planning this ambition for the three WPP companies in the group (Kinetic, Quisma and Spafax), as achieving their own 2010 goals. tenthavenue launched in March 2011 but the three companies worked together as a team in the second half of 2010 to develop tenthavenue’s offering to both WPP and third-party agencies and clients.
The entertainment and custom content businesses performed strongly, developing new services with existing clients such as Air Canada, British Airways and Etihad, and new client wins with Singapore Airlines and Thai International. The year saw robust media sales in the North American market and improving performances in the Gulf and in Chile.
Outside the company’s heritage of in-flight entertainment, but in line with tenthavenue’s objectives, the company continues to invest in new services in digital, content and technical services: achieving MPAA (Motion Picture Association of America) approval for the facility in California; and cross-platform digital products (websites, e-zines and apps) for clients in new categories such as Fairmont Hotels, Mercedes and Bombardier.
In performance marketing, advertisers and marketers only pay for successful transactions as defined by a consumer taking a pre-defined action, such as a purchase, a subscription or lead. In this area in 2010, Quisma reinforced its dominant position as the leading EMEA performance network, serving billions of impressions monthly in Germany, Switzerland, Austria, Poland and the Netherlands. Services in Spain, Italy, France, the UK and the US are planned for 2011.
Quisma is now the leading pan-European provider of performance-oriented related solutions in search, display and affiliate for major brands across the world such as Expedia, Hotels.com, Dell, Citibank, Ford and other outcome-driven clients.
In 2010, there was a dual strategy of consolidating Kinetic’s position as the leading global out of home (OOH) company in all traditional and digital channels, and building a higher-value strategic lifestyle and environment company to ensure that clients receive maximum benefit from the changing OOH environment.
To this end, a dedicated shopper/retail initiative, S2B, was developed in the US, with an EMEA roll-out planned in 2011. As well as launching a mobile Demand Side Platform with GroupM, mobile marketing agency Joule consolidated its offering as a full service mobile agency in both the US and UK with roll-outs planned in other major European markets and China in 2011. This offers end-to-end mobile solutions, from media planning/buying to couponing. In addition, a business and commercial analytics group, Meta, was developed in the US, the UK, the Netherlands and Germany, with clients such as Madison Square Garden in the US and Swiftcover in the UK.
This focus allowed us to deepen the relationship with the core client base from GroupM companies as well as develop additional third-party agency business and new direct clients.