50 Marketing Trends found for Agencies / Holding companies


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Tech Titans Rule Global Brands Roost

Trend Summary: Technology giants Google, Apple, Microsoft, Amazon and Facebook snare the top five places in the 2017 Brandz ranking.


The annual Brandz ranking study, conducted by WPP and Kantar Millward Brown, combines measures of brand equity based on interviews with over three million consumers about their perceptions of ...

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... thousands of global brands.

The study, now in its twelth year, also provides an analysis of the financial performance of each company determining their brands overall value, taking into account regional differences and customer perceptions.

According to Jane Bloomfield, Kantar Millward Brown’s head of UK marketing: “The superstar technology brands in the BrandZ global top 100 are capable of abundant innovation, using their platforms to create connected ecosystems that meet multiple needs and make our lives easier.”

Despite hitting a major low among advertisers after The Time’s exposé earlier this year, Google’s brand value remains buoyant among consumers. The advertising ‘duopoly’ of Google and Facebook also appears to show no signs of slowing, as combined they attracted one-fifth of global adspend across all media in 2016, with Google pulling in the lion’s share of $79.4bn, versus its rival's total of $26.9bn.

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q2 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: TheDrum.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7194

US and European B2B Agencies Form Global Network

Trend Summary: Eight martech agencies in Europe and the USA have announced the formation of a network of B2B agencies.


Branded Martech Global the project comprises twenty-six agencies and circa six hundred B2B advertisers. The agency network launched yesterday in conjunction with ...

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... the Marketo Summit in San Francisco, with founding members from Europe and the Americas.

According to Emma Storbacka, founder partner at Helsinki based agency Avaus, the main challenge for B2B agencies is that such agencies not only need to adopt new marketing technology, they must also learn how to work with the technology to drive business results.

Ms Storbacka also claims that "With more than 300 martech consultants and around 100 certified Marketo experts, we are one of the biggest Marketo partners globally".

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q2 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: TheDrum.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7179

Microsoft And Publicis Groupe Link In Big Data Project

Trend Summary: In a bid to rule the Big Data roost Microsoft is striking an increasing number of third party Big Data deals.


In the wake of Microsoft's cosy cuddle-up with Adobe earlier this week, the former's Ceo Satya Nadella has expanded a pilot initiative that combines Publicis’s cloud service SapientRazorfish with Microsoft’s ...

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... Azure cloud service.

The partnership highlights Publicis’s push to generate more revenue from intellectual property and compete with consulting companies, as well as Microsoft’s ambitions to expand its cloud-based offerings.

Cosmos gleans people’s behavioral data for marketers and constantly updates individual customer identities that are stored in the Microsoft cloud. Marketers are therefore able to use that customer information to create and send targeted emails and digital ads to individuals.

According to Shannon Denton, chief strategy officer of Publicis digital agency group SapientRazorfish: “How customers behave in real time changes how we market to them”.  

“When we’re competing with other agencies and also with consultancies, this data is a huge advantage. That’s the big play and why we’re going to continue to invest in this area.”

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q1 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://www.marketingtrendtracker.com/article.aspx?id=7131

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 ...

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... 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.

[Estimated timeframe:Q3 2016]

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://www.marketingtrendtracker.com/article.aspx?id=6985

JWT Singapore Pioneers Creative Talent Crèche

Trend Summary: JWT Singapore has launched a new service that uses young content creators to focus on short content made quickly.


The average age of the agency's teams will be 25 (hence its JWT25 branding) and the content will be produced in under 25 days. As well as fostering in-house talent, the agency is also building a ...

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... global network of freelancers and talent who are similarly young and fast at production.

It's also likely that the JWT25 crèche will extend to other parts of the WPP empire and - given adland's 'Me Too' persona - seep into the global fiefdoms of Omnicom, Publicis, Interpublic and Dentsu.

Says Peter Womersley, Ceo of J Walter Thompson Singapore: “Clients are increasingly looking for an alternative service to complement long form film. JWT25 was set up to respond to clients seeking a fast, effective, high quality snackable video service for the lowest cost.”

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q3 2016]

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://www.marketingtrendtracker.com/article.aspx?id=6954

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 ...

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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.

 

[Estimated timeframe:Q3 2016]

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://www.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 ... 

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... 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.

[Estimated timeframe:Q4 2015 - Q4 2016]

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://www.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 ...

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... 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.

[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: AdAge.com
MTT insight URL: http://www.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 ... 

 

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

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 ...

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... $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://www.marketingtrendtracker.com/article.aspx?id=6657



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