34 Marketing Trends found for Agencies / Holding companies


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Brands Urged to Reach Consumers Via Humanity And Adtech

Trend Summary: Brands Need to Find and Harness the Humanity in Ad Tech to Reach Consumers.


As marketing technology evolves and proliferates, brands need to create authentic, relevant human connections - otherwise everything else in the marketing mix is just ...

[Estimated timeframe:Q3 2016]

... meaningless data.

Whether it's providing a friction-free experience for TV viewers to interact with ads, or making in-app shopping more rewarding, it all starts with dynamic human understanding.

According to Chad Stoller, evp and global innovation director at IPG Mediabrands [IPGM], this is why his company is hosting live demos of technologies and platforms at the Dmexco 2016 conference and exposition in Cologne Germany.

These technologies are designed to create greater resonance between marketing opportunity, application and consumer relevance.

Says Stoller: "Only by embracing these and other exciting tech innovations can we drive greater business outcomes while providing meaningful, enjoyable consumer experiences".

IPGM's Partner Pavilion at Dmexco is showcasing companies like Ad Mobilize, Grand Visual, Innovid, Layer, Placed, Samba and Yext. Space doesn't allow for a complete recitation of their efforts to help brands discern and deliver human desires and unmet needs, so Stoller intends to focus on Innovid, Layer and AdMobilize.

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6985

Ad Agency Titans Unite to Fight Digital Piracy

Trend Summary: Two of the world's largest multinational advertising groups have pledged to fight ad-supported digital piracy.


Interpublic and Omnicom, respectively the world's second and fourth largest advertising groups, have signed-up with the Trustworthy Accountability Group [TAG], a trade group formed to combat ad fraud, estimated to cost the advertising and marketing industry ...

[Estimated timeframe:Q3 2016]

billions of dollars every year. 

The pledge, signed last year by Publicis and WPP, commits the companies to using services that meet TAG's requirements for preventing ads on pirated content. Also among the newest companies to sign the pledge are Google and GoDaddy

According to TAG ceo Mike Zaneis, the additions mark a "really major step forward" for the anti-piracy program. The dozens of companies that have signed the pledge provide scale with the billions of advertising dollars going through TAG's approved anti-piracy software.

Omnicom was one of the founding partners of TAG, helping to fund the organisation when it was getting started in 2015. In an interview yesterday morning, Omnicom Digital ceo Jonathan Nelson said piracy and fraud are "huge issues."

"Piracy is a problem in the industry and we are looking to create value for clients and one of the ways we create value for clients is by fighting piracy," Nelson said. "(TAG's anti-piracy pledge) is one of the tools to do it ... it's a no-brainer."

Read the original unabridged Adweek.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: AdWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6906

Publicis Groupe Restructures its Offering for 2016 Onward

Trend Summary: In a move that may be emulated by other ad agency titans, Publicis Groupe plans an imminent massive restructuring.


Paris headquartered Publicis Groupe, the world's third largest ad agency conglomerate, has announced a major resructuring of its worldwide operations effective 2 January 2016. According to the group's chairman/ceo Maurice Lévy, the move will divide the group's current advertising and marketing properties into four hubs focused on ... 

[Estimated timeframe:Q4 2015 - Q4 2016]

... creative, media, digital/technology and healthcare.

According to M Lévy, the restructuring comes as Publicis Groupe focuses on a new ambition:"To be the admired force for business transformation driven through the alchemy of creativity and technology".

It's unclear whether M Lévy's orotund prose is directed at the group's clients (who include CocaCola, AXA, AstraZeneca and Bank of America) or at other major advertisers who have yet to be coaxed into the Publicis fold.

This is how the Publicis brands will be grouped in future:

1. Publicis Communications: Arthur Sadoun will head up Publicis Communications as its new CEO. This hub will include Publicis Worldwide, MSL, Nurun, Saatchi & Saatchi, Leo Burnett, BBH and Marcel.

2. Publicis Media: The media arm of Publicis will be led by Steve King whose remit includes Starcom Mediavest, ZenithOptimedia, Vivaki, Performics, MRY and Moxie.

3. Publicis.Sapient: The digital hub, will be led by Alan Herrick and includes Sapient Consulting, SapientNitro, DigitasLBi and Razorfish.

4. Publicis Healthcare: Nick Colucci will head up the healthcare hub, Publicis' newly integrated health and pharma offering.

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6785

WPP Joins Supermarkets and Telcos in $24bn Consumer Data Deal

Trend Summary: A caucus of major UK-based marketers and ad agencies are testing previously unavailable consumer data from cellphone carriers.


UK supermarket chain Morrisons, in collaboration with WPP Group's ad-buying offshoot GroupM, along with other marketers and agencies, are trialling technology that connects consumers' device location and other personal information with telcos' real-world files on subscribers. Some services even offer realtime heat maps that show ...

[Estimated timeframe:Q4 2015 onward]

... the neighborhoods where store visitors live.

The technology also lists the sites these consumers recently visited via mobile browsers and other devices.

It's all part of a push by the world's largest phone operators to counteract diminishing subscriber growth via new business ventures that tap into the data that showers from consumers' mobile web surfing, text messaging and phone calls.

There is a lot of marketer interest in that information because it is tied to actual individuals. For the same reason, however, there is potential for resistance from privacy advocates.

According to Nick Nyhan, Ceo of WPP's Data Alliance units - among them Kantar Media and Mindshare - have "kicked the tires" for three years on Consumer Insight 365, testing and helping to develop applications for the service. The extensive time spent, says Nyhan, so far partly reflects "high sensitivity to not doing something that would be too close for comfort from a consumer point of view".

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: https://marketingtrendtracker.com/article.aspx?id=6736

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 ... 

 

[Estimated timeframe:Q2 2015 onward]

... 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.


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: https://marketingtrendtracker.com/article.aspx?id=6680

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: https://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: https://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: https://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: https://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: https://marketingtrendtracker.com/article.aspx?id=6250



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