No. 213 - January 2017
e.wire is WPP’s monthly public round-up of news and initiatives across the Group’s worldwide network. The following are edited highlights;
view the full version here
BrandZ names the most powerful Chinese global brand builders
WPP and Kantar Millward Brown have released the first BrandZ™ Top 30 Chinese Global Brand Builders ranking and report, in collaboration with Google. The ranking lists the Chinese brands that have most successfully established a presence in overseas markets, while the report presents pioneering research gauging overseas consumers’ attitudes towards Chinese brands. To produce the ranking, Kantar Millward Brown calculated the Brand Power (the BrandZ™ measure of consumer predisposition to choose a particular brand) of Chinese brands outside China across seven countries, supported by Google’s Consumer Surveys. Lenovo leads the ranking, followed by Huawei and Alibaba.
The Store opens for business in Australia and New Zealand
WPP AUNZ has launched The Store (WPP’s Global Retail Practice) in Australia and New Zealand. The Store is already servicing high-profile clients including Logitech, CUB and Moët Hennessy from its Sydney office, and has recently opened an office in Melbourne. WPP AUNZ CEO Mike Connaghan said: “For many businesses, managing multiple agencies with different areas of specialty within this environment of disruption can prove cumbersome and a drain on resources. The Store streamlines this process, offering a bespoke solution to each client, drawing in experts from across any number of WPP AUNZ’s agencies to be managed under one central location, and one client contact.”
Ogilvy in Singapore strategic partnership
As Singapore’s Smart Nation agenda gathers pace, Ogilvy & Mather and the Singapore Economic Development Board have announced a collaboration on a three-year strategic initiative aimed at advancing the city-state’s capabilities in modern marketing services. These include data analytics, customer engagement marketing, marketing automation, user experience (UX) design, and digital media. For Ogilvy & Mather, this initiative also fosters Asia-led innovation from the Singapore office for its global network and to create solutions for its global clients, while developing a strong pipeline of Singaporean talent.
MEC makes waves in China
MEC China has announced the creation of MEC Wavemaker, a specialist content division that centralises content strategy, social, partnerships and experiential, organic search and creative services expertise into one unit. It will be led by MEC’s China Chief Strategy Officer, Charlotte Wright, and launches out of the agency’s specialist hub in Shanghai. Charlotte Wright said: “MEC Wavemaker is a radically different content offer because we can identify precisely what consumer behaviour needs to change along the purchase journey and create content that can make that change happen. Our approach is data-driven and designed to create content that delivers business results.”
Wunderman takes majority stake in Pmweb in Brazil
Digital agency Wunderman has acquired a majority stake in Pmweb Comunicação Ltda, a leading digital marketing specialist in Brazil. Pmweb monitors digital campaigns across multiple screens and devices on behalf of its clients, allowing them to tweak messages in real time to optimize their effectiveness. Managing a database of 200 million consumers, it is Brazil’s leading cross-channel campaign management and optimization company. Clients include Avon, B2W Digital, LATAM Airlines, Lojas Renner, Mercado Livre, ViajaNet, Walmart and Whirlpool Corporation. Founded in 1997, the company employs 140 people and is based in Porto Alegre with an office in São Paulo.
Salmon acquires e-commerce consultancy in the Netherlands
Global e-commerce shop Salmon has acquired Netherlands-based Eperium, a leading digital and e-commerce consultancy. Eperium is headquartered in Amsterdam and employs over 200 people in Europe and India. Clients include Sligro, Plus Supermarkten, Jumbo, Bunzl, Xerox, Dutch Railways and Asian Paints. The acquisition gives Salmon, which has a presence in the UK, US, China and Australia, access to the northern European and Indian markets where Eperium has a long-established operation. Following the transaction, the Salmon group will employ over 700 people.
Canadian agency joins Grey
Full-service healthcare and consumer agency Entreprise de Communications Tank Inc has been acquired by Grey Group. Tank’s clients include AbbVie, BMS, Caisse de depot, Department of Canadian Heritage, Eli Lilly, Lundbeck and Telus Health. The company employs 120 people and is based in Montreal. Founded in 2007, Tank will retain its name and become part of Grey Group Canada.
Master Kong Beverages selects VML and Mindshare
to handle its media planning and buying business in China.
Burson-Marsteller names Kevin Bell
as Worldwide President.
Grey New York selects Debby Reiner
as its first Chief Executive Officer.
Ogilvy & Mather crowned Campaign Asia’s Creative Network of the Year 2016
with 25 Agency of the Year accolades across 12 countries.
New Business Enquiries
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Wunderman’s Wantedness research
At the Consumer Electronics Show in Las Vegas, Wunderman released proprietary research introducing the concept of “Wantedness” – a new measure of engagement for brands. Wunderman argues that in today’s world of increased transparency and decreased trust, brands must use data and technology to prove that they care and can commit to earning their customers’ business. Key findings include the fact that 79% of US consumers only buy from brands that have demonstrated that they care about them, and 84% of UK consumers say that shared values make them feel more loyal to a brand.
From television to total video
Kantar Media looks at the changing face of TV audience measurement (TAM) and the implications and opportunities for media owners, brand owners and agencies. From TV to TV outlines five trends guiding the evolution of TAM. From the growth of on-demand services powered by broadcasters and new entrants, through to niche programming and connected devices, the report is a concise summary of the new opportunities for innovative monetisation and improved targeting – and the measurement solutions available to meet them.
2016 China Digital Power Study
Now in its third year, the China Digital Power Study by Kantar Retail presents FMCG manufacturers’ online performance, identifies the best eTailers as ranked by manufacturers, sets benchmarks for disruptive eCommerce in China and highlights areas that need to be improved.
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:
Creating A Digital Payments Roadmap
by MEC examines the current state of the market, including consumer attitudes, behaviour and emerging technologies, and provides brands with guidelines for making the shift to cashless commerce.
What marketers must do to appeal to Gen Z
is a recent post by Kantar Millward Brown’s Executive Vice President and Chief Global Analyst, Nigel Hollis.
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