No. 186 - August 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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MediaCom wins eBay’s global media brief
eBay has appointed MediaCom to handle its global media duties. The win follows the agency’s selection as eBay’s media agency of record in Europe, Africa and the Middle East in May. Under that arrangement MediaCom was named the lead agency as part of a wider WPP team solution, working closely with fellow WPP agency neo@ogilvy.
Facebook signs first agency deal in India with GroupM
GroupM has struck a partnership with Facebook in India that will give it access to the social network’s data and marketing insights, helping to drive digital adoption in the country and the delivery of targeted campaigns for its clients. It is the first time Facebook has entered a partnership with a media agency in India. CVL Srinivas, GroupM South Asia CEO, said: “India is projected to be the largest country for Facebook by users very soon and we see exciting possibilities for our clients.”
Burson-Marsteller names Michael Law as US CEO
Michael Law has been named US CEO of Burson-Marsteller, succeeding Dave DenHerder who will continue to work with the agency as a senior counsellor for key clients. Law joined Burson-Marsteller as US President in February 2013 from Ogilvy Public Relations, where he led their West Coast operations for nine years. He will report to Donald A Baer, Burson-Marsteller’s Worldwide Chair and CEO.
OgilvyRED’s Joanna Seddon awarded Atticus Grand Prix
The winners of WPP’s Atticus Awards, which honour original thinking in communications services and are open exclusively to professionals working in WPP companies, have been announced for 2014. In the twentieth year of the awards, OgilvyRED’s Joanna Seddon won the Grand Prix for her paper,
The Brand in the Boardroom: Making the Case for Investment in Brand
, which charts the evolution of brand valuation and explores how it can be used in a marketing context. Seddon, who joined OgilvyRED in 2010, was previously CEO of Millward Brown’s strategy consulting unit Optimor, where she created the
BrandZ Top 100 Most Valuable Global Brands
Indian launch for AKQA
AKQA has expanded its presence in Asia with the opening of its first office in India. AKQA Gurgaon will employ approximately 50 people by the end of the year. The launch follows the establishment of an office in Sao Paolo in June, AKQA’s first in Brazil.
Scangroup acquires stake in EXP
Leading African marketing services group Scangroup has agreed to take a majority interest in EXP, an experiential marketing group based in South Africa. With a presence in 12 countries across sub-Saharan Africa, EXP employs over 1,700 people.
Y&R launches new sustainability practice
A new practice devoted to cause-related marketing, sustainability and corporate social responsibility has been launched by Y&R. Young & Rubicam Group Inspire, based in New York, will help ensure sustainable futures for brands by aligning their actions and messaging with the social causes that their customers care about. Trish Wheaton, Managing Partner for Global New Business at Y&R, has been named President of the new practice.
Kantar invests in ZappiStore
WPP’s data investment management business Kantar has acquired a stake in automated market research company ZappiStore. Launched in 2013, London-based ZappiStore currently operates in nine countries and plans to expand into 11 additional markets in the near future. Kantar CEO Eric Salama said: “We want to be able to offer lighter, faster versions of our services to a new set of clients. For that reason, we are very pleased to be building closer ties with ZappiStore, who are a clear leader in this growing field.”
Maxus wins NBCUniversal’s digital business in the US
following a competitive review. The agency won NBCU’s offline business in 2011.
GroupM strengthens leadership team
with the appointment of Harvey Goldhersz as Chief Data Officer and CEO of GroupM Analytics, and Phil Cowdell as North America CEO of MediaCom.
Wunderman hires NBA marketing executive Jamie Gallo
as President of its New York office. Gallo will report to Kass Sells, President of Wunderman North America. He joins from the National Basketball Association, where he was Executive Vice President, Global Marketing.
RECMA ranks Maxus as the world’s fastest growing media agency
over the last five years in its
Overall Activity Billings
report, following growth of 13.3% in 2013 and global billings of over $11 billion.
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Rise of digital devices drives changes in viewing habits
, a study of over 55,000 internet users worldwide, TNS found that 48% of people who watch TV in the evening simultaneously engage in other digital activities, such as using social media, checking their emails or shopping online. The desire to access TV programmes at all hours of the day is also driving online TV usage. The survey found that 25% of people watch content on a PC, laptop, tablet or mobile daily. This rises to 33% in mainland China and Singapore. Yet despite this surge in online consumption, traditional viewing still plays a huge role in our lives, with 75% of respondents saying they sit in front of the TV every day.
Pride event sparks patriotic sentiment in Canada
A study by JWT Canada, conducted in advance of Toronto’s WorldPride celebrations (20-29 June 2014), found that LGBT support encouraged patriotic sentiment among many Canadians. 81% of respondents said they were glad to live in a country where people can participate in an event like WorldPride, and 54% agreed that hosting WorldPride made them feel more proud to be a Canadian.
The importance of advertising a product’s launch
Millward Brown has released a report assessing the importance of advertising to a successful product launch, as well as the development of brand awareness in the months and years following the initial promotion. The study found that products that were supported by advertising at launch and also received subsequent promotion were more likely to generate high levels of brand awareness and trial.
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:
Mindshare comments on
Twitter’s launch of an enhanced Tweet activity dashboard
which will provide insights into how organic Tweets perform. Brands will be able to see how many times users have viewed and engaged with organic Tweets, indicating which content has appealed to followers and which hasn’t. Twitter claims that the dashboard will provide valuable insights, in real-time, that will help brands establish more effective strategies for engaging with consumers online.
Jonathan Dodd, Director of Strategy at brand activation network G2, outlines his
ten-point plan for leveraging shopper marketing
to deliver better returns on advertising investment in difficult economic times. He argues that with the recession far from over in many countries, it is vital that marketers innovate wisely and maintain awareness of the expectations of consumers and retail partners to ensure that messages remain relevant, targeted and flexible.
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