235 Marketing Trends found for Corporate / Mergers/alliances/demergers


To minimise / maximise the insight just click anywhere within the orange box
Food Companies Adopt High Tech Labelling for Packaged products

Trend Summary: Major US food manufacturers back hi-tech labelling that enables shoppers to get product information via smartphones.


The SmartLabel initiative, announced earlier this month by the US Grocery Manufacturers Association [GMA], is supported by more than thirty major companies, among them General Mills, Hershey and PepsiCo . According to the GMA its member companies are expected to use the QR code technology on 30,000 products within ...

 

Previous Next 

... the next two years.

The most controverisial issue the SmartLabel is intended to address is the use of ingredients made from genetically modified organisms [GMO], crops whose DNA is engineered to produce traits such as pest resistance.

The US government currently allows production of multiple GMO crops and many science groups deem them safe. However, some consumer advocacy organisations claim that  GMOs potentially harm the environment and human health, and urge that products containing them be labelled.

However, food industry officials argue that mandatory labeling would be confusing and costly, and that companies should not be compelled by law to label foods containing GMO.

The SmartLabel—which allows but doesn’t compel companies to reveal GMO ingredients—is a step toward doing that. The GMA estimates that by the end of 2017, companies will disclose information on GMOs via SmartLabel technology for some 20,000 products.

Read the original unabridged WSJ.com article.

 

[Estimated timeframe:Q2 2015 - Q4 2017]

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=6786

Brands Urged to Build Sustainability Partnerships

Trend Summary: 89% of US millennials are concerned about the state of the environment and want products to be eco-friendly and sustainable in the years ahead.


In an article published today in AdWeek.com, writer Susie Stulz reports that sustainability is a lot more than an eco-friendly label for today's brands. To bill a product as "sustainable," its manufacturing must be easier on the environment in tangible ways, for example by minimising ...

Previous Next 

...the use of energy and water or replacing toxic chemicals with more benign ones.

Above all, a product should never pose a risk to the manufacturer or to the end consumer.

According to Label Network's third Annual Sustainability and the State of Youth Culture Study 2014, a massive 89% percent of millennials are concerned about the state of the environment and want products to be eco-friendly and sustainable in the years to come

This is why brands that aim to be relevant to the largest ever generation of US consumers must align their initiatives with millennials' values and ethics.

Also, for brands seeking to showcase their green credibility, getting their story in front of young consumers is a top priority. This means working with organisations that have solid track records in terms of promoting honesty, sustainability and respect for the natural world.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q4 2015 onward]

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

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6717

WPP, Dentsu Vie for Digital Media Acquisitions

MarketingTrendTracker Summary: Dentsu and WPP are in acquistion mode, targeting the media, marketing and technology sectors.


In its latest Mergers & Aquisitions Report, London based corporate finance advisory firm Ciesco, in partnership with UK data services provider Experian, analysed 542 deals struck during H1 2015 in the technology-enabled media and marketing [TEM&M] sectors. During this period London based WPP Group and Tokyo headquartered Dentsu each closed ... 

 

Previous Next 

... thirteen TEM&M deals during the first six months of 2015.

In toto these deals have a disclosed value of $18bn, although Ciesco notes that the value of the deals has not been disclosed and that their true worth is likely to be significantly higher.

All of Dentsu’s thirteen deals in H1 were conducted in markets outside Japan. In the year-prior period, the Japanese agency giant made ten deals in the digital, media, marketing and tech sectors.

WPP’s TEM&M deal-making, however, appeared to slow in the H1 period.

According to Ciesco, WPP, the world’s largest advertising and marketing comglomerate, made thirty-nine acquisitions in the tech, media and marketing sector during H1 2014.

However, Ciesco’s data implies that WPP’s deal-making deceleration last year was likely due to its focus on growing market share in the wake of the ill-fated merger between rival ad holding companies Publicis and Omnicom.

Read the original unabridged Blogs.wsj.com article.

[Estimated timeframe:Q2 2015 onward]

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

Source: Blogs.wsj
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6680

US Digital Media Acquisitions Up 25% In H1 2015

Trend Summary: Mergers and acquisitions in the US digital media and IT industries increased 24% in the first half of 2015 versus the same period in 2014.


US investment bank Coady Diemar Partners reports that the total number of IT digital and M&A deals in the USA rose to 1,243 in the first half of 2015, compared to circa 1,000 in the same period in 2014. In terms of monetary value, however, merger and acquisition dollars in the IT and digital space decreased by 23% to ...

Previous Next 

... $99bn in the first half of 2015 compared to the year prior.

According to the research, this trend is primarily due to a decrease in the number of deals equal to or greater than $1bn.

The three sectors with the greatest number of transactions are agency and marketing, digital content, and information.

Global ad agency holding companies WPP, Dentsu and Publicis Groupe were the three most active digital acquirers in the first half of 2015 with Google tying for third place. Broadband and telecommunications company Verizon came fourth with it’s acquisition of AOL for nearly $4.4bn.

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q2 2015 onward]

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=6666

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 ...

Previous Next 

... $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.

[Estimated timeframe:Q2 2015 onward]

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

Unilever to Invest in Retail Outlets and Tech Start-Ups

Marketing Trends Summary: Unilever is to invest in tech start-ups able to provide it and its retail partners with sustainable solutions to consumers' ecommerce experience.


The Unilever Foundry, the FMCG giant's startup programme, is hosting an event  later this month titled ReHack 2015 which, according to the company's e-commerce innovation & strategy manager Joe Comiskey, aims to invest in businesses that can find ways to help online retailers to ...

Previous Next 

... reduce waste and give back to charities.

According to Mr Comiskey: “I think there’s many areas that can be changed for the better, packaging especially. We need to find a way to think about doing online deliveries at warehouses without the need for shelf-ready packaging, which is only really needed in-store, to cut down on waste."

Unilever has invested heavily in its ecommerce offering over recent years, the company's stated aim being to grow its global e-commerce sales by 40% by the end of 2015, achieving this via  personalisation and creating direct-to-consumer websites as it did for its Maille mustard brand.

Comiskey, however, insists that the ReHack 2015 event on June 25/26, is primarily about Unilever's effort to drive sustainability in online retail as opposed to its own ecommerce efforts.

Unilever’s "sustainable living brands" such as Dove and Ben & Jerry’s accounted for half of the company’s growth in 2014 -twice the rate of other brands in its portfolio.

Read the original unabridged MarketingWeek.com article.

[Estimated timeframe:Q2 2015 onward]

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

Source: MarketingWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6651

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 ...

Previous Next 

... 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.

[Estimated timeframe:Q1 2015 onward]

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

EU Moves to Head Off US-Asian Digital Dominance

Trend Summary: The European Union is to back a new alliance of EU industry, aiming to spur innovation into connected devices.


Speaking earlier this week at a tech conference in Brussels, the European Commission’s digital economy commissioner Gunther Oettinger vowed to get its traditional hardware industry online before the likes of Google and Apple build their own automated cars and connect the world’s objects to the internet with their proprietary software. Flinging down the gauntlet Mr Oettinger said ...

Previous Next 

... “The EU will become a digital world player as we successfully did in aerospace and automotive technologies.”

He also emphasised that Europe’s future industrial competitiveness will largely depend on its.capacity to develop high-quality software.

The aim, he said, is to create a single digital market to make it easier for local technology businesses to grow, whilst making it more difficult for foreign internet companies to overshadow their EU counterparts.

Oettinger also announced the imminent launch of a new EU-backed alliance, intended to spur innovation into connected devices. The alliance includes such major European industrial names as Phillips, Bosch, Orange, Alcatel, Nokia, Siemens,Telefonica and Volvo.

Posits Mr Oettinger: "Bringing European industry online ultimately has to benefit European citizens and European labour markets”.

“Europe has world-class expertise in building complex systems such as cars, trains, planes plus highly complex machinery and sophisticated software. We see new businesses that didn’t exist a few years ago and are now world leaders in their sector, and they are getting a grip on an ever-wider section of economic activity.”

Oettinger warned that if Europe doesn't become tech-proactive, products and services that address society’s new challenges will come from other parts of the world, primarily the USA and and South Korea.

Read the original unabridged Blogs.wsj.com article.

[Estimated timeframe:Q1 2015 onward]

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

Source: Blogs.wsj.com.
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6551

Mobile Wallets to Become Marketing Platforms

Trend Summary: As consumers' mobile wallet usage reaches critical mass over the coming three years, the wallets will integrate value-added facilities in addition to payment services.


According to a new report released by independent technology and market information provider Forrester Research, several platforms will emerge as winners of the mobile wallet war, achieving this by adding marketing value in addition to payment services. Instead, payments services will become marketing platforms that ... 

Previous Next 

... complement merchants' own integrated apps.
 
Last year, just 14% of marketers and digital business executives used mobile wallets to engage with their customers.
 
Fast forward to this year, when 27% plan to add mobile wallets to their marketing tool kit. But why the shift?
 
As consumer usage begins to reach critical mass over the next three years, mobile wallets will see an integration of value-added services that push the platform beyond payments. The result will be a new marketing channel.
 
However, to make sense of the potential partnership opportunities available, marketers must monitor the key players and understand what they have at stake, how they see the mobile wallet opportunity, and how relevant they can be in supporting their brands' goals.
 
The Forrester report identifies three main areas of future payments activity:
 

1. Despite their defensive approach, merchants, banks and credit cards are still a driving force.

2. Among digital platforms, Alipay, Apple and PayPal are best placed to play key roles. 

3. Other players, ranging from telecom companies to startups, are striving to stand out.

Summarises Forrester: "The bottom line is this - no matter who wins the mobile wallet war, marketers must take advantage of this emerging opportunity to create a borrowed brand presence on their customers' mobile devices."

"It will be their job to create the branded content they want their customers to save and manage on mobile wallets. The benefit will come when loyalty programs, coupons, product discovery, gift cards and promotions are brought together to create a powerful new brand experience on the mobile device." 

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q1 2015 - Q4 2018]

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=6529

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 ...

Previous Next 

... “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



First Previous 1 2 3 4 5  ... Next Last