51 Marketing Trends found for Agencies / Holding companies


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Daily Mail, WPP Back Content Marketing StartUp

Trend Summary: In an alliance of oddities WPP Group has teamed with two unlikely bedfellows to launch a new content marketing agency.


Sir Martin Sorrell's unlikely bedfellows in the new enterprise, branded TrufflePig,are the Daily Mail newspaper group and Snapchat - a text and photo based messaging application for mobile phones. The trio will create online brand-sponsored video and print content in a bid to monetise a slice of the projected ...

[Estimated timeframe:Q2 2015 onward]

... $544 billion in media ad spending.

The fledgling agency will be based within WPP’s Group's content marketing shop in New York. The agency, known as Group SJR, is a digital consultancy specialising in insights, content creation, curation and audience development.

The WPP shop is seeking to sign-up brands to its offering, using the US edition of DailyMail.com, Elite Daily, and Snapchat to test original content marketing.

Hypes Alex Jutkowitz, the head of Group SJR who will run the Truffle Pig agency: “Great content is not just about creating it, but having platforms for it."

“Engaging millennials and having distribution is key. Snapchat is where the millennial fish are and that’s where we are going.”

TrufflePig's content and services will extend to any online platform that a participating brand wishes to use.

Read the original unabridged Bloomberg.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Bloomberg.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6657

WPP Steps-Up Investment in Mobile AdTech

Trend Summary: WPP Group, the world's largest marketing services conglomerate, has signalled its intention to move into mobile marketing via yet another acquisition.


WPP Group's programmatic arm Xasis, has acquired Verizon Ventures' mobile tech offshoot ActionX, thereby enabling Xaxis to more accurately target ads within apps, facilitating symbiosis and precision in linking user identities across multiple devices - capabilities upon which ActionX built its business. In particular, the deal will enable the WPP offshoot to more accurately ...

[Estimated timeframe:Q1 2015 onward]

... target ads within apps and link user identities across devices.

The ActionX system works primarily on behalf of app owners by tracking the anonymous behaviour of mobile app users then serving ads to those users based on their behaviour.

This technology could signal the beginning of the end for cookies. Says Xaxis ceo Brian Lesser: "It's no secret that cookies have limited utility in an ever increasing mobile world."

"There's lots of ways of solving that, but perhaps the best way is to work directly with an advertiser within their app and across other apps."

Xasis' acquisition comes at a time when mobile advertising resembles the Wild West. Cookies used to track users on the web are ineffective on mobile devices, making it difficult for advertisers to tailor ads to mobile users and co-ordinate campaigns across devices.

It's an environment that funnels adspend into whichever medium is best able to offer a solution to the problem, placing large companies like Facebook in pole postion thanks to its wealth of logged-in users. Meantime, mobile ad spending overall is also booming.

Read the original unabridged AdAge.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6554

Marketing Could Become 'Uberised', Publicis Boss Warns

Trend Summary: Publicis Group ceo Maurice Levy has voiced concern that empowerment of consumers could impact classical approaches to brand marketing.


In an interview yesterday with EuroBusiness Media, Publicis Groupe chairman/ceo Maurice Lévy expressed his anxiety about the way in which the so-called “sharing economy” (the increasing empowerment of consumers and the convergence of business models) could impact upon classical approaches to brand marketing.  Mr Lévy warned that ...

... “If our clients are not taking into account these two giant forces, they are at the risk of being "Ubered".

Explained Lévy: "This trend is what I call 'uberization', coming from Uber” (the latter being an international app-based transportation and taxi network).

The other "giant force" cited by the Publicis pundit is the broader trend of convergence: “convergence of business models, convergence of digital, convergence of tools, everything is changing quite radically the way we are doing business.”

Lévy's angst came as a partial justification of Publicis’ recent acquisition of Boston US-based digital advertising agency SapientNitro.

He described SapientNitro: "Not as an agency or marketing services business, but as a highly advanced technology company".

“Why is Sapient so important [to Publicis]" asked Lévy rehetorically? 

Answering his own question the Publicis pundit got all metaphysical: "Let’s start with something which is extremely important: ‘Where are we today?’ and ‘Where are the businesses going to?’”

Levy defended the SapientNito deal (criticised by some observers who claim that the deal was done at a market premium). insisting that Sapient came with all the firm's tech and IT expertise. It was all about the tech play. more so than the “storytelling” part.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6510

UK Marketers Unhappy With Global Agencies

Trend Summary: Marketers working with ad agencies as part of an international alignment are less satisfied than those who work with locally-chosen shops.


A survey of UK-based marketing executives conducted by the Incorporated Society of British Advertisers [ISBA] has revealed its members' dissatisfaction with ad agency groups appointed on a multinational basis - as opposed to those hired locally by UK management. However, the validity of the survey's findings is open to question given that only ...

[Estimated timeframe: Q4 2014 onward]

... a meagre handful (93) of UK-based marketers responded to the survey.

Of those respondents, around half have local agency agreements while the remainder have international agreements.

However, marketers' overall attitude to agencies was clear. Less than half (44%) of respondents believe that international agencies could be relied upon to keep their promises.

This compares with the 85% of "satisfied" respondents who work with locally-chosen UK agencies.

Moreover, only 22% of respondents said international relationships offer value for money, whereas 46% of respondents believe local agencies satisfactorily meet their requirements.

According to Debbie Morrison, director of consultancy and best practice at ISBA, the survey results are not surprising.

Says Ms Morrison: "The sad thing is that, whatever questions we ask about international contracts, local marketers are never happy about being shoehorned into international agreements, because they've not been part of the decision."

Read the original unabridged AdAge.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6458

WPP Makes Strategic Move into Ad Tech

Trend Summary: Man the barricades Larry, Eric and Sergei, Sir Martin Sorrell could be about to muscle into your $395 billion advertising fiefdom.


The Financial Times today reports that WPP Group, planet earth's largest advertising and marketing conglomerate, yesterday acquired a 15% stake in AppNexus, a fast-growing advertising technology company that offers search and other services and was recently valued at $1.2bn. The strategic deal will augment AppNexus’ position as the industry’s ...

[Estimated timeframe: Q3 2014 onward]

... largest independent ad technology company.

The deal exemplifies Sir Martin Sorrell's appetite to own technology in addition to providing advertising and marketing services.

Under the terms of the agreement, New York based AppNexus will acquire Xaxis’ premium ad-serving technology Open AdStream (OAS), now known as Xaxis For Publishers.

In addition, WPP will invest $25 million in AppNexus, adding to the $85 million in funding the company recently raised on its valuation of $1.2 billion.

Over the past year AppNexus servers processed 16 billion ad buys daily and was responsible for an estimated $700 million in ad spending in 2012, giving the firm the biggest reach on the open web after Google.

It also offers online auction infrastructure and technology for data management, optimisation, financial clearing and support for directly negotiated advertising campaigns.

Moreover, the system integrates with advertising sources including Google's DoubleClick, Microsoft's AdECN, and aggregators.

It operates out of multiple data centres, including one in Amsterdam serving Europe and the Middle East.

Read the original unabridged FT.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6409

WPP's Sorrell Predicts 'Return of Brand America'

Bottom Line Trend: WPP Group ceo Martin Sorrell warns that the general public is becoming increasingly worried about data security, despite which mobile marketing is set to soar.


Timed to coincide with his highly publicised visit to the World Economic Forum at Davos, Sir Martin Sorrell's blog in the Huffington Post predicts that world financial confidence is slowly growing, albeit remaining "fragile". Writes Sorrell: "WPP's financial performance correlates directly with global GDP: when the world economy does well, so do we; when it catches a cold we ...

[Estimated timeframe:Q1 2014 onward]

... come down with the illness every time - three times in the last twenty-eight years."

Nonetheless, he opines that businesses appear to be "doing well" with optimism higher this year than last, though "clients remain cautious and risk averse".

Mr Sorrell also predicts that now is the time for 'Brand America' to reassert itself, there being "several reasons to be significantly more cheerful about the future of the US".

His final - and perhaps most significant - prediction is that Chinese innovation will be the next big thing, with Xiaomi "outpacing Apple in China" with "Alibaba, Tencent and Baidu poised to shake up the traditional banking sector".

"Smarter minds", he opines, "are looking East - and learning".

Despite which, he envisions that stateside developments in manufacturing and technology, such as 3D printing, will "reposition American manufacturing in comparison with lower cost offshore options. Indeed, "there are indications already of clients moving manufacturing onshore to the US."

Read the original unabridged TheDrum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6250

Japan's Dentsu Aims to be 'Global Player' by 2017

Bottom Line: In a move seemingly intended to keep up with the 'PubliCom' Joneses, Japan's Dentsu plans to transform itself into a “next-generation global agency network”.


Tokyo-headquartered global agency conglomerate Dentsu, currently out on an insecure secure limb in the wake of  the recent Publicis/Omnicom mega-merger, has unveiled a new strategic initiative to transform its sprawling organisation by 2017 into a “next-generation agency network” that will expand globally in addition to ... 

[Estimated timeframe: Q3 2013 -2017]

... consolidating its dominance of Japan's circa 126.7 million consumer home market. 

The plan, dubbed Dentsu 2017 and Beyond, begins with the current fiscal year through to 2017, broadening the holding company’s remit from its current regional focus to a “truly global player” in 110 countries worldwide.

Its first strategic move in this direction was the acquistion earlier this year of the UK-headquartered Aegis Group. In the light of Dentsu's expansionist strategy, further acquisitions are clearly on the horizon.

Dentsu's strategy is short on detail and long on hyperbole, brandishing such phrases as “creating new marketing communications that go beyond the framework of existing advertising business.”

There will aso be an emphasis on “integrated solutions that lead the digital age.”

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6158

Agency Giant to Switch to Automated Media Buying

Bottom Line: Agency holding company Interpublic is to automate 50% of its media buying over the next three years, thereby changing the face of the global media buying landscape. Rivals are likely to follow suit.


Automated media buying, aka Programmatic buying, is the future of all media according to Bonin Bough, vp of media and consumer engagement at FMCG titan Mondelez. Speaking at the recent Cannes Lions International Festival, Bough predicted that the whole world will become “digital exchange based” and that brands must ensure they have ...

[Estimated timeframe: Q3 2013 - 2016]

... smart data strategies in place to reap the benefits."

Predicted Mr Bough: “TV is probably going to be traded on digital exchanges sooner and more rapidly than digital itself was – everything will be programmatic buying."

Interpublic is the first of the big four agency holding companies [Publicis/Omnicom, WPP, Interpublic and Havas] to introduce a wholly automated media buying programme, although the others undoubtedly have similar plans. 

According to Todd Gordon, evp at Interpublic's media arm Magna Global: "Programmatic buying will be a subset of the automation movement." Mr Gordon added that  there is a need to bring the tactic to buying national and local, radio, display and most media.

“The demands of the data require a technological platform to secure the inventory,” he said at an industry event earlier this week. Gordon also addressed the need for improved cross-platform metrics, saying: “We’d like them to be stronger and more robust.”

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6149

Merger Mania Set to Change Face of Global Advertising

Bottom Line: Breaking news over the weekend suggests that the world's 'Big Five' global advertising agencies are on course for a merger frenzy.


Paris headquartered Publicis Groupe and New York based Omnicom, two of the largest global ad agency holding companies, yesterday confirmed they will merge - news that's sparked widespread speculation, both on Wall Street and Madison Avenue, that similar consolidations by WPP Group - until today the globe's largest marketing services operation - may attempt a merger with US-based Interpublic Group. But even wider industry issues are at stake, primarily the threat posed by ...

[Estimated timeframe: Q3 2013 onward ]

...the new ad-world order now being driven by digital media giants and the Big Data they generate.

Says Omnicom ceo John Wren: “Five years ago, Google, Facebook and Twitter didn’t even exist.” Explaining the logic behind the merger to journalists on Sunday, Mr Wren said “We have many new competitors.

Now all eyes are on WPP's Sir Martin Sorrell who is unlikely to remain passive in the current situation. So far he has made no comment and silence is not one of the ad tycoon's primary attributes!

Meantime, Wren and Publicis ceo Maurice Levy, will jointly serve as co-ceo in a newly formed Netherlands-based holding company, Publicis Omnicom.

This arrangement will remain in place for thirty months until Levy retires and Wren becomes sole CEO.

As the core rationale behind the deal both men cited the increasing pressures of “digital media giants,” as well as the “acceleration” of industrial change.

Meantime former global leader WPP will be dwarfed by Publicis Omnicom in every key metric, including market value, revenue, profit, and especially marketplace leverage.

In an email sent to MarketingTomorrow by Manhattan-based financial analysts Pivotal Research Group, senior research analyst Brian Wieser opined: “While the impact would not play out for many years, long-term media cost inflation would likely be at least partially contained.”

One thing that is likely to play out sooner, predicted Mr Wieser, is some capitulation from other agency holding companies, most likely WPP.

Says Wieser: "Interpublic tie-ups involving Havas and Dentsu are now much more likely to occur”, implying that the Publicis/Omnicom deal could actually free WPP to make more merger deals than might otherwise have been feasible.

“What would have been unthinkable previously would now make sense, with WPP adding incremental scale and profitability,” Wieser explained. “Beyond the synergies WPP could extract, cashflows generated by Interpublic in particular would be much more valuable in WPP’s hands.

Read the original unabridged WSJ.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6145

Digital Media 'No Threat' to Ad Agencies

Bottom Line: Analyst refutes Manhattan media myth that ad agencies are threatened by the increasingly fragmented digital media landscape.


Michael Corty, an analyst at Chicago-headquartered investment research firm Morningstar Inc, hailed by The Wall Street Journal as "the top-rated analyst in the advertising and publishing sectors”, has refuted the widely held belief within Manhattan ad agencies that they are under threat from the burgeoning (and increasingly fragmented) digital media landscape. Indeed, Mr Corty believes the converse: that the fundamentals of the advertising agency business are ...

[Estimated timeframe: Q2 2013 onward]

... actually improved by the current trends in media.

Mr. Corty's take on the situation helped make him the WSJ's top-rated analyst in the advertising and publishing sectors this year. He was also one of the top three media stock pickers. 

Says he: ""Going back five years, there was a feeling that these agencies might get disintermediated by Google or clients placing ads directly online".

"But actually, it turns out that these agencies are more important than ever to their clients, as agencies are crucial in sorting through the increasing complexities of reaching consumers in a digital age."

Corty, who specialises in following media and advertising companies, applies lessons learned from previous roles at Morningstar, including overseeing coverage of media and internet stocks.

He joined Morningstar in 2004 and became team leader for media and internet coverage in 2007. He believes this gives him an advantage in a world where media and technology are converging.

Read the original unabridged WSJ article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6096



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