No. 185 - July 2014
e.wire is WPP’s monthly public round-up of news and initiatives across the Group’s worldwide network. The following are edited highlights;
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WPP lifts World Cup of advertising
For the fourth year running WPP was named Holding Company of the Year at the 2014 Cannes Lions International Festival of Creativity, as its agencies set the standard once again at the industry’s premier awards competition.
Ogilvy & Mather was crowned Network of the Year for the third time in a row. Among the many examples of winning work from WPP agencies were: Ogilvy & Mather Brazil’s “Bald Cartoons” for GRAACC; “Unload your 401k” by Grey New York; OgilvyOne London’s “Magic of Flying” for BA; “Turning Packaging into Education” from Y&R Yangon/Red Fuse for Colgate Palmolive, bringing Myanmar its first ever Lion; Ogilvy South Africa’s “Give Me Strength” for Lucozade; “The Autocomplete Truth” for UN Women by Memac Ogilvy; Y&R Beijing’s campaign for Penguin China; and Bob Dylan’s “Like a Rolling Stone” box set release by Interlude New York for Sony Music.
Sir Martin Sorrell, CEO of WPP, said: “We normally describe Cannes as our Oscars but this year it’s the World Cup of advertising and marketing. We’re thrilled to lift it for the fourth year in a row. Huge thanks and congratulations to all our winning people, agencies and networks.”
The Cannes win followed the announcement that WPP had, for the third consecutive year, won the Effie for the world’s most effective holding company.
JWT launches scholarship to support aspiring female creatives
An international scholarship to assist and promote talented female creative advertising students has been launched by JWT Worldwide. The Helen Lansdowne Resor Scholarship, named after the industry pioneer who was JWT’s first female copywriter, is a centrepiece of the agency’s 150th anniversary celebrations.
AGM highlights vital role of “applied creativity”
At WPP’s 42nd Annual General Meeting, held in The Shard in London, the Group’s Chairman Philip Lader used the opportunity to champion the role of creativity in driving commercial success:
“To misrepresent commercial creativity as just a bit of fancy window-dressing is hugely to underrate the talents of those who create it. To make entrancing things within the unforgiving discipline of a marketing brief is a very, very difficult thing to do; and all the more so, since it’s often made to look so easy.
“There are still businesses that see creativity as little more than a cosmetic: a final touch of lipstick to make a product look more appealing. They are profoundly wrong: and the world is full of case studies to prove them wrong. Applied creativity can be as central, as integral and as functional as any operating system; and should be expected to be so.
“Creativity and effectiveness have never been alternatives. If you get the first one right, the second will follow.”
Proving the point, WPP announced a strong set of figures, revealing that in the first five months of 2014 reported revenues were up 1.2% at £4.425 billion, constant currency revenues were up 9.8%, and like-for-like revenues were up 7.6% in sterling.
First Brazilian office for AKQA
AKQA has opened an office in São Paulo, the agency’s first in Brazil. The office will be led by acclaimed creative duo Hugo Veiga and Diego Machado, who join from Ogilvy & Mather Brazil where their work included the multi-award-winning “Dove Real Beauty Sketches” campaign. The pair will report to AKQA’s CEO Ajaz Ahmed.
The Circus comes to Grey in Peru
Grey has agreed to acquire a majority stake in Circus Peru, a full-service marketing company based in Lima. Circus will be integrated into the existing Grey Peru operation and renamed as Circus Grey.
Guardian Digital Agency joins Kantar
Kantar has acquired the Guardian Digital Agency, a specialist data visualisation, site design and interactive development agency, previously part of Guardian News & Media. The company, which employs 13 people, will be rebranded under the new name Graphic.
The Hardy Boys acquisition extends JWT’s reach in South Africa
JWT has taken a majority stake in The Hardy Boys, one of the leading independent brand-building and activation agencies in South Africa. The deal not only extends JWT’s footprint into Durban, but also provides the agency with fully integrated activation capabilities in South Africa and the wider region.
Taxi wins Kraft Foods Group’s Maxwell House account
in the US and Canada.
Comic Relief appoints HighCo MRM
, a below-the-line marketing services specialist, as its provider of data management, print and fulfilment services, following a competitive tender.
Hill+Knowlton Strategies appoints Richard Millar to the new role
of Global Chair, Creative Strategy. He remains UK CEO.
Ritesh Patel joins Ogilvy CommonHealth Worldwide
as Executive Vice President, Chief Digital Officer.
MediaCom UK CEO Karen Blackett has been awarded the OBE
in the Queen’s Birthday Honours list for services to the media communications industry.
MEC ranked the most competitive media agency in APAC
in RECMA’s latest
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New Indian Prime Minister overtakes the White House on Twitter
Burson-Marsteller has released
, its annual study of world leaders on Twitter, revealing that since his election in May 2014, India’s new Prime Minister Narendra Modi has become the fourth-most followed world leader on Twitter, surpassing the United States White House account. The report found that more than 83% of United Nations governments have a presence on Twitter, and 68% of all heads of state have personal Twitter accounts.
Global FMCG ecommerce to grow by $17 billion by 2016
Kantar Worldpanel has released a report identifying strategies for retailers and brands to take advantage of the predicted growth of online sales in the fast-moving consumer goods (FMCG) market. Ecommerce is anticipated to account for $53 billion of global FMCG sales by 2016 – an increase of $17 billion (47%) on the current $36 billion.
Selling to the converted?
TNS has released a study that suggests many apparently successful ads actually only achieve significant engagement amongst consumers who are likely to have bought the brand anyway. The report identifies key characteristics that enable advertisements to do more than simply sell to the converted.
WPP Reading Room
Find the latest and best published thinking from Group professionals in WPP’s popular Reading Room: groundbreaking articles, research, books, videos, blogs and more.
Some recent features:
Cohn & Wolfe’s Marina Leung discusses
the Chinese government’s attempts to move from an economy that relies on exports – the current driver for China’s high GDP – to one driven by domestic consumption.
Landor’s Richard Westendorf argues that a well-crafted, compelling brand story is an ideal way to get the word out, connect with an audience, and inspire loyalty. He lists
eight principles of storytelling
that will help consumers remember a brand, and maybe even fall in love with it.
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