No. 188 - October 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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WPPED Cream: 2014’s most creative work
WPP has announced the winners of the annual WPPED Cream Awards. Now in their eighth year, the awards recognise the best creative work produced by WPP companies around the world, across all marketing disciplines. Commenting on the winning entries, Sir Martin Sorrell, CEO of WPP, said: “They speak far more eloquently of the talent that exists in WPP companies than any words or set of numbers. I’m intensely proud of it all and of those who created it.”
WPP makes it 111 countries with Mongolian acquisition
At one point it seemed an independent Scotland would become the 111th country in which WPP operates. As it turned out, it was Mongolia. Launched in partnership with TNS, Y&R Mongolia is the country’s first majority-owned international agency. The move follows Y&R taking a majority stake in the creative advertising and research agency of MCS Holding, one of Mongolia’s largest business conglomerates. Y&R Global CEO David Sable said: “The formation of Y&R Mongolia will make Y&R the most expansive network in Asia, with coverage across North, South and Southeast Asia, including Pakistan, Sri Lanka and Myanmar.”
Corona retains top spot as Latin America’s most valuable brand
For the second consecutive year Mexican beer brand Corona led the
BrandZ Top 50 Most Valuable Latin American Brands
ranking, after a 21% increase in brand value from 2013. The BrandZ rankings, produced by Millward Brown Vermeer and commissioned by WPP, are the only valuations in the world that take into account the views of potential and current buyers of a brand, alongside financial data, market valuations, analyst reports and risk profiles. Eduardo Tomiya, Managing Director of Millward Brown Vermeer, said: “2014 was a very good year for consumer goods brands (9% growth) and retail brands (14% growth), which kept themselves highly relevant as consumers’ needs evolved.”
Global digital media platform to drive sustainable living
WPP has joined a coalition of some the world’s biggest companies, media partners and non-profits in launching a new global digital media platform to drive conversation and action on sustainability. The new platform, called Collectively, aims to make sustainable living “the new normal” and has been developed alongside WPP affiliate company VICE Media’s creative services division, VIRTUE.
Investment in next generation digital studio
WPP has taken a significant minority stake in Los Angeles-based Indigenous Media, a new digital studio founded by award-winning film-makers Jon Avnet, Rodrigo Garcia and Jake Avnet, that produces high-quality scripted content for online platforms. WPP will contribute advertising expertise, allowing Indigenous Media to focus on creating content that will attract brand sponsorships and global distribution on multiple platforms.
WPP pulls further ahead in ad tech with AppNexus investment
WPP has agreed to invest $25 million in AppNexus, the platform that allows real-time buying and selling of digital advertising for marketers, publishers, content providers and media investment management companies. The deal also involves Xaxis contributing its publisher advertising server platform, Xaxis For Publishers, to AppNexus, adding greater value to the latter’s offering and enabling Xaxis to focus development resources on its core data technology and media products.
Partnership with leading schools of government
WPP’s Government & Public Sector Practice has announced partnerships with the Blavatnik School of Government, University of Oxford, and the Lee Kuan Yew School of Public Policy, National University of Singapore. WPP leaders will deliver an Executive Education course in Singapore in October 2014 and a Communications for Public Policy module at Oxford in December 2014. The WPP faculty will include Dr Michelle Harrison, CEO, Government & Public Sector Practice, Marco Rimini, CEO, Mindshare Worldwide, and Hari Ramanathan, Chief Strategy Officer, Y&R Asia.
Polestar launches in China
WPP Digital has taken a minority stake in Polestar, a new company that will provide integrated e-commerce solutions in China. Polestar, in conjunction with WPP companies, will work with local and international brands to establish and manage all aspects of their Chinese e-commerce operations, from marketing through to purchase, fulfilment and delivery, across multiple consumer platforms. The company will be led by its principal investors – founder Figo Yang, who will serve as CEO, and Allen Liu, who will be Chief Operating Officer.
Y&R South Africa celebrates a hat-trick of new business wins
, after being handed responsibility for the Two Oceans, Nederburg and Drostdy-Hof accounts, across a range of marketing disciplines.
Christopher Graves and Stuart Smith promoted
to Global Chair and CEO of Ogilvy PR respectively.
MEC hires Renato de Paula as Regional CEO for Latin America
, replacing Michael Jones who is retiring from the industry after 19 years with the company.
Stephen DiMarco is appointed President of Millward Brown Digital
, and will report to Mary Ann Packo, CEO of Millward Brown North America.
Doreen Wang appointed Global Head of BrandZ
for Millward Brown.
Working Mother magazine recognises Ogilvy & Mather North America
as one of the Best Companies for Working Mothers in 2014.
Ogilvy & Mather is named CLIO Network of the Year for the third year in a row
, after winning two Grand CLIOS, 15 Golds and 33 Silvers.
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Chinese ad spending forecast to rise by nearly 10% in 2014
GroupM has released its
This Year, Next Year: China Media Forecasts
report, projecting measured media advertising spending in China this year to increase by 9.8% compared to 2013. The report also predicts an 11% hike in 2015 to RMB 525 billion. TV still dominates media advertising spending in China, equating to an estimated RMB 221 billion in 2014, or 47% of total expenditure.
Big business more popular in developing economies
Burson-Marsteller and CNBC have unveiled the
Corporate Perception Indicator
, a global survey of more than 25,000 members of the general public and more than 1,800 business executives in 25 markets, revealing attitudes towards the role played by corporations in society and their contribution to the economy. The views of the public in the developed economies of North America and Western Europe contrasted with those in emerging economies such as China and Brazil, particularly regarding the level of corporate influence over government, corporate stewardship of the environment and the role corporations play as engines of job creation and economic growth. In developed economies 52% of respondents had a favourable view of corporations overall, compared to 72% in emerging economies.
Digital trends in India revealed by GroupM
GroupM Interaction India has released the
2014-15 India Digital Playbook
, a guide to help marketers manage the pace of digital innovation in India. The report outlines seven key trends that are anticipated to impact upon the digital media space over the coming year, providing opportunities as well as challenges for marketers and brands in the country.
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:
A survey of how consumers use shopping apps on their mobile phones has been carried out by TNS.
The Truth about Mobiles and Shopping
found that apps that enable customers to compare prices and seek out better deals while they shop are not disrupting purchases to the extent that other studies have claimed. The report suggests that rather than trying to head off the rise of mobile shopping, retailers must embrace the technology and use it to drive sales and increase customer loyalty.
As a result of the rapid global adoption of smartphones and tablets, brands face increasing pressure to be accessible anytime and anywhere. MEC has therefore examined the
relevance of the traditional 4Ps of marketing
(Product, Price, Placement and Promotion), and proposed four new Ps (Portability, Personalisation, Proximity and Presence) that provide a framework for brands and marketers to navigate the digital world.
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