No. 190 - December 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’s Karen Blackett named “the most influential black person in Britain”
Karen Blackett, Chief Executive of MediaCom UK, has topped the Powerlist 2015, which ranks the 100 most influential people in Britain of African and African Caribbean heritage. Blackett was placed ahead of the likes of Oscar-winning director Steve McQueen, Shadow Business Secretary Chuka Umunna and Formula 1 driver Lewis Hamilton, and is the first businesswoman to top the list.
New Chief Creative Officer for AKQA
Rei Inamoto has been promoted to Worldwide Chief Creative Officer of AKQA, having previously led the agency’s creative work in the USA and Asia. He succeeds AKQA co-founder James Hilton, who has left the agency to found interior and product design company AtelierStrange. In addition, Duan Evans has been promoted to International Executive Creative Director, taking responsibility for AKQA’s creative output across Asia and South America, while maintaining his current role in Europe.
Geometry Global announces senior hires
Jon Hamm has been named Global Chief Creative Officer of Geometry Global, a newly created position, and Stefan Himpe has been appointed as the agency’s Global Chief Financial Officer and Chief Operating Officer. Hamm will be based in London and Himpe in New York. Both will report to the agency’s Global CEO Steve Harding.
Global data centre launched by Ogilvy
Ogilvy & Mather has established OgilvyAmp, a unit focused on providing clients with data and analytics solutions that help strengthen relationships with their customers. OgilvyAmp will employ over 300 people led by Chief Data Officer, Todd Cullen. Miles Young, Ogilvy’s Worldwide Chairman and CEO, said: “Data is at the heart of Ogilvy and always has been: no-one believed in it more than David. When I appointed Todd Cullen as Chief Data Officer last year, the idea was to create an innovative data offering, which makes data really useful – and less distracting – for clients. OgilvyAmp is the means by which we will make that idea a reality.”
Mindshare and POSSIBLE to power real-time content marketing
POSSIBLE and Mindshare have partnered to create Content+, a service that enables the development, targeting and distribution of content across all channels – from social newsfeeds to mobile e-commerce applications – to the right audiences at scale and in real-time. The new offering will initially be launched in London, Singapore and Shanghai, with further expansion anticipated in the next six months.
New content studio unveiled by Wunderman
Wunderman UK has launched a content studio to service the digital advertising needs of clients including United Airlines, Microsoft and News UK. The studio will consist of 25 content strategists, editors, writers, creatives and analysts, and will be overseen by UK Content and Social Lead, Matt Redman. The move is part of a wider restructuring of the agency, and the studio will sit within Wunderman UK’s content marketing division.
Global ad platform launched by Xaxis and Disqus
Xaxis has joined forces with Disqus, a tech company that operates the comments and discussion sections of over three million websites, to launch the ad industry’s first global programmatic platform for native advertising. The deal will provide Xaxis clients with access to Disqus inventory and the 1.6 billion unique monthly visitors exposed to it, and enable them to buy sponsored comments on Disqus’ network of discussion communities.
POSSIBLE swift to acquire Portland-based digital agency
WPP Digital agency POSSIBLE has purchased The Swift Collective, a digital agency that specialises in creative and strategy, branded content creation and social media. Based in Portland, Oregon, Swift employs over 70 people, and clients include HTC, Starbucks, Nestlé and REI.
Pizza Hut appoints Ogilvy & Mather
as the strategic and creative agency lead for its delivery business in the UK.
MediaCom wins the Coca-Cola
media account in Mexico.
Stuart Sproule is named President of Landor North America
, a new position for the agency, and as Managing Director of the New York office.
Changes at the top for TNS
as Will Galgey is appointed CEO of TNS UK and Michelle Harrison becomes Global Head of Political and Social.
Mickey Zhang appointed by Xaxis
as Managing Director for China.
Success for MediaCom UK at the 2014
as it claims The Media Agency Grand Prix. MediaCom also picked up three Golds and was shortlisted for more awards than any other agency.
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Fear for the erosion of traditional values in Asia
A Y&R study of over 32,000 people in ten Asian markets has revealed that 73% of 36-60 year-olds and 70% of 18-35 year-olds fear for the erosion of traditional values in their countries. The research suggests that brands need to focus on connecting with consumers’ cultural identity, rather than implementing global marketing strategies that do not fully consider local traditions and customs.
Shopping habits in the digital world
Geometry Global has published research, conducted in 12 countries across four continents, analysing the ways in which people are incorporating digital into their shopping habits. The research found that 68% of people “strongly agree” or “agree” that online shopping will represent an increasing share of their total purchasing in the coming years.
The difficulty of getting your brand noticed on Amazon
Millward Brown has conducted a study exploring the likelihood of US consumers viewing products that do not feature on the first page of Amazon search results. The research found that 20% of shoppers would consider looking at the second page of search results, with only 12.6% prepared to view the third page.
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:
Landor has released its
2015 Trends Forecast
which provides insights into the global developments that will shape branding over the coming year. Predicted trends include the increasing determination of people to work for and purchase from companies that sell sustainable products, as well as the development of innovative new apps and websites that help consumers manage their finances remotely.
Cohn & Wolfe has released
Authentic Brands 2014
, a study examining the corporate behaviour valued by consumers in “authentic” brands and exploring the issues that are most likely to damage the public’s sense of brand authenticity. The report explored the views of 12,000 people across 12 markets.
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