No. 208 - August 2016
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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2017 global marketing spend to surpass $1 trillion
GroupM has published its initial outlook on global ad expenditure for 2017. The ad volume prediction of $552 billion (up 4.3%) pushes total marketing services expenditure worldwide past the $1 trillion threshold for the first time. However, slowing growth in China and Brazil this year has led GroupM to revise down its 2016 growth estimate from 4.5% to 4.0%. With the slowing of China, GroupM predicts that the United States will be the leading contributor of global ad growth this year, assuming a mantle China has held since 2007.
Indonesia’s most valuable brands revealed
Bank Central Asia and Bank Rakyat Indonesia have held on to the top two positions in the second annual
BrandZ™ Top 50 Most Valuable Indonesian Brands
ranking from Millward Brown and WPP. The top 50 increased its total brand value by 2% year-on-year to $66.17 billion, in line with the
BrandZ™ Top 100 Most Valuable Global Brands 2016
. Still one of the best-performing fast-growth markets, Indonesia saw its GDP growth slow in the last year while inflation increased, but the country’s strongest brands were able to grow their value by boosting their relevance to consumers.
J. Walter Thompson strengthens position in Turkey
Leading independent digital agency WANDA, based in Turkey, has agreed to sell a majority stake to J. Walter Thompson. This transaction follows an initial investment made in 2015. Commenting on the acquisition, WPP CEO, Sir Martin Sorrell said: “This further investment reflects WPP’s continuing commitment to Turkey and our confidence in the future prospects of this important economy.” Founded in 2006 and employing around 80 people in Istanbul, WANDA’s clients include Media Markt, Nestlé, Turkcell, Ülker and Unilever.
Grey acquires majority stake in Famous
Grey Group has acquired a majority stake in the holding company of Famous, a leading creative agency in Belgium. Following the acquisition, Famous will rebrand as FamousGrey. The move will strengthen Grey’s position as a provider of creative and effective full-service marketing solutions in Belgium, which has increasing creative reputation and influence. As a result of the UK’s referendum decision to leave the European Union, WPP is placing an even greater emphasis on growth in Western Continental Europe.
US digital agency joins J. Walter Thompson
Full-service digital agency iStrategyLabs has been acquired by J. Walter Thompson. The agency is based in Washington, D.C. with an office in New York and employs 80 people. Founded in 2007, ISL specializes in combining the offline and online worlds to engage consumers. Its clients include Kroger, Medtech and USA Network.
ManvsMachine opens its first US office
After nearly a decade of success with its London operation, ManvsMachine is bringing its D&AD Black Pencil- and Cannes Gold Lion-winning design and motion studio to the United States. ManvsMachine opened its studio doors in Los Angeles at the end of July, augmenting its offerings to clients on the West Coast. Partnering with Landor, which owns a majority stake in ManvsMachine, the firm has plans to expand with new assignments throughout North America. ManvsMachine has worked on a range of global campaigns for clients that include Apple, Audi, Honda, Microsoft and Nike, as well as identity campaigns for broadcasters such as Channel 4, Discovery Communications, ITV and NBCUniversal.
Mindshare India and Vidooly create bespoke platform
Mindshare has partnered exclusively with video analytics startup, Vidooly, to co-create and launch Kyve in India, a platform for brands and advertisers to track online video viewership. The tool will be part of the core Mindshare planning framework in India and is part of Content+, an adaptable content model helping clients drive efficiency and effectiveness by not just considering the media channel, but also the messaging and creative platforms. The Content+ division is spearheaded by Devendra Deshpande.
Bottle Rocket announces international expansion
Mobile strategy design and development company, Bottle Rocket, has announced the opening of its first international office, in London. Located in Sea Containers House on the South Bank, the new office complements the two existing Bottle Rocket offices in Dallas and New York. Now in its ninth year, Bottle Rocket’s business has grown to over 200 applications amongst several leading brands like Coca-Cola, Starwood Hotels & Resorts, and Mary Kay.
China Southern Air has appointed Y&R Guangzhou
as its creative agency of record.
joins Essence as its first EMEA CEO.
Xaxis names Nicolas Bidon
as CEO, EMEA.
Gary Scheiner joins ghg | greyhealth group
as Executive Vice President, Chief Creative Officer.
Cohn & Wolfe appoints Matt Stafford
as President, Asia-Pacific.
Genesis Burson-Marsteller honoured at 2016 SABRE South Asia Awards
taking home two Diamond SABRE Awards, two Gold Awards and five Certificates of Excellence.
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The Velocity 12 Markets
Amidst growing global economic uncertainty, a new Ogilvy & Mather report argues that 12 “velocity” countries – accounting for more than half of the world’s population – will reshape future global growth. A billion new middle-class consumers will emerge in these 12 countries in the coming decade, creating a critical tipping point as the middle-class move from a minority to the majority of the local population in many of these markets. This next generation of “global middle-class” consumers will not only play an important economic role, they will also become key agents of social change, influencers on their governments, arbiters of local lifestyles, and empowered consumers in brand attraction and interaction.
Burson dissects Trump and Pence
The digital team at Burson-Marsteller has examined the Twitter followers of Donald Trump and running mate Mike Pence to better understand what the former gains by adding the latter to his ticket. In doing so, not only were they able to identify the many communities that form Governor Pence’s Twitter audience in the digital world, but they also determined who he influences in the physical world.
The Peaks of Shopping
A recently published report by Fitch, produced in partnership with global payments leader Worldpay, examines the complexities of modern retail. Issues explored include the state of physical retail, the importance of the customer journey and the challenges of finding focus in a world where consumers are driven by an interplay of offline and online shopping.
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:
Winning the second wave: the key to online video success
is a new study from TNS, Twitter and Ogilvy & Mather examining the importance of second-wave influencers in determining impact.
Spotlight on Esports
is a recent guide by MEC looking at how competitive online video gaming has not only become a cultural phenomenon, but also offers opportunities for brands to reach a unique community of fans.
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