No. 192 - February 2015
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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Tencent tops list of China’s most valuable brands
Millward Brown, in conjunction with WPP, has released the fifth annual
BrandZ Top 100 Most Valuable Chinese Brands
ranking. Internet service company Tencent and online retailer Alibaba leapfrogged long-time leader China Mobile to claim the first and second spots respectively. The report shows a rapid rise in the value of technology and tech-related retail brands over the last year. For the first time they surpassed financial institutions as the highest value category, contributing 23% of the
’s total value. Private enterprises dominated in terms of value growth, rising 97% since 2013, compared to state-owned brands which declined by 9%.
Wunderman announces leadership succession
Mark Read, CEO of WPP Digital, has succeeded Daniel Morel as Global CEO of Wunderman. Read, who became Chairman of Wunderman last year, will continue in his WPP Digital role, but will step down from the Board of WPP, reflecting his increased operational responsibilities. Morel has become Non-Executive Chairman of the agency. Sir Martin Sorrell, CEO of WPP, said: “Under Daniel’s leadership, Wunderman has become a global powerhouse that is consistently ranked among the world’s top digital agencies. After 14 highly successful years, he has decided it is the right time to pass the torch. As CEO of WPP Digital, Mark brings a wealth of knowledge in digital technology and its application to marketing services, as well as strong links with our new media partners.”
Global digital agency launched by J Walter Thompson
J Walter Thompson has launched Mirum, a new global company that unites 11 digital agencies spanning 17 countries and 40 offices. Former Digitaria CEO Dan Khabie will become Mirum’s Global and North America CEO, reporting to JWT Global CEO, Gustavo Martinez.
Rentrak in partnership with Kantar Shopcom
Kantar’s data integration, analytics and insights division, Kantar Shopcom, has partnered with Rentrak, a provider of consumer viewership information, to help facilitate TV planning, targeting and measurement. The deal will provide Rentrak with retail purchase data and Kantar with TV viewing information from millions of US households. The partnership follows the merging of Kantar Media’s US TV measurement business into Rentrak in October 2014.
LinkNow copy-testing solution unveiled by Millward Brown
Millward Brown has launched LinkNow, a copy-testing solution that provides marketers with a quick and cost-effective assessment of the strength of a TV ad, through the use of advanced metrics and dashboards. LinkNow is available on ZappiStore, and is Millward Brown’s second self-service offer on the platform following the launch eStatic in 2014.
Twitter TV ratings tool launched in Spain
Following the establishment of a global partnership between Kantar and Twitter in 2013, Kantar Media has launched the official metric for measuring Twitter TV audience engagement in Spain. The new tool will enable broadcasters, media agencies and advertisers to better understand the relationship between TV and Twitter in the country.
WPP team led by Grey chosen as marketing partners for PANDORA
, a Copenhagen-based jewellery designer and manufacturer. Grey New York has been selected as advertising agency of record, Maxus as media planning and buying agency of record, and Cohn & Wolfe as PR agency of record.
POSSIBLE appointed by Shell
as a global digital agency for the energy company.
Terri-Helen Gaynor joins Burson-Marsteller
as Asia-Pacific President and CEO.
New management structure for Ogilvy & Mather India
, as Kunal Jeswani is promoted to CEO, Hufrish Birdy is named Chief Financial Officer and Kawal Shoor is appointed as National Planning Director.
MediaCom is named
’s Media Agency of the Year
New Business Enquiries
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The impact of advertising on Snapchat
Millward Brown Digital has partnered with Snapchat to provide the first ever analysis of advertising on the photo messaging platform. Snapchat has released two distinct advertising formats to date — “Brand Story” and “Our Stories” — and Millward Brown measured its first six advertising campaigns to help marketers assess the effectiveness of advertising on the platform. The research found 60% of “Our Stories” and 44% of “Brand Stories” viewers enjoyed the ads, a far higher approval rating than the norm: according to Millward Brown’s 2014
study, only 17% of US consumers find ads on their smartphones very or somewhat favourable.
The benefits of tuning into live music partnerships
Research by GroupM has revealed that a third of people who attended a concert in the last 12 months remembers the brand partner of the last live event they attended. The study found music to be the most important media in people’s lives, leading television, reading, social media engagement and going to the cinema. Music partnerships were shown to increase a consumer’s propensity to purchase from a brand, ranking 27% higher than award shows, 15% higher than sporting events, and 14% higher than television show partnerships.
The most followed Twitter accounts on Wall Street
A study by Burson-Marsteller has revealed that the most followed Twitter account by New York Stock Exchange-listed companies is that of social software company Hootsuite. The agency found that
is followed by 257 of the 622 listed companies, with second-place The Wall Street Journal (
) being followed by 255 and The New York Times (
) by 215.
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 examines Twitter’s plan
to monetise the millions of tweets that appear on other publishers’ apps and websites, by selling ads against these tweets and splitting the revenue with the publishers. The move resembles other company’s efforts, such as Google’s AdSense platform, to achieve revenue from “off-site” exposure, and is just one of the ways that Twitter is seeking to generate growth.
A study by JWT Intelligence
has shown that people in the UK and the US are becoming more aware of how food is cultivated, raised and caught, and are increasingly considering factors such as nutrition, provenance and fair labour practices when making food purchases. In its 2011 survey JWT found that half of US and UK respondents were unsure about how to eat sustainably, whereas in 2014 only 40% of respondents felt unsure.
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