No. 194 - April 2015
e.wire is WPP’s monthly public round-up of news and initiatives across the Group’s worldwide network. The following are edited highlights;
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WPP wins fourth Effie in a row
Thanks to the continued success of its agencies, WPP has once again topped the Global Effie Index, which recognises the architects of the most effective marketing communications ideas from around the world. It is the fourth consecutive year that WPP has been named the World’s Most Effective Holding Company. Neal Davies, President and CEO of Effie Worldwide, said: “My sincere congratulations must go to WPP for their unprecedented success in leading the Global Effie Index for the fourth straight year. To be awarded Most Effective Holding Company is a pinnacle in itself: to do it four years running sends a clear message to the worldwide business community about creating ideas that work.”
Data Alliance and Facebook in global partnership
WPP’s Data Alliance and Facebook have agreed a global partnership giving marketers access to new data-driven solutions that deliver personalization at scale on Facebook. The multi-year partnership is centered on bringing new audience-building and measurement tools to market. For the first time, marketers can activate WPP’s proprietary data assets within Facebook. This will help WPP clients create campaigns across all Facebook ad formats, including video, photo, and link ads on both mobile and desktop.
Ogilvy and Hogarth join forces
Hogarth Worldwide and Ogilvy & Mather have come together to launch H&O, the largest marketing implementation group in the world. Ogilvy’s production unit, RedWorks, will be consolidated into the new entity, giving clients access to the traditional strengths and global network of RedWorks in addition to Hogarth’s resources and technology solutions. H&O will be headquartered in London and will have a presence in 48 Ogilvy offices worldwide. Jonathan Adler will become its Global CEO.
AKQA has been appointed as global digital agency of record by Delta Air Lines following a review, consolidating the company’s separate mobile and dot.com accounts. AKQA has served as Delta’s mobile agency of record since 2010, and in the expanded role will manage Delta.com.
ActionX joins Xaxis
Xaxis has acquired ActionX, a US-based mobile marketing business. ActionX’s data, audience targeting and creative advertising technology allows its clients to engage customers on multiple screens on the path to the point of purchase. Clients include e-commerce and media subscription companies such as Forbes, JackThreads and Hearst. The company employs 25 people and is based in New York.
Y&R Advertising and VML have partnered with Nairobi-based multi-disciplinary communications agency Creative Edge. The agency will be renamed Creative Y&R and will serve as one of the network’s three major African hubs alongside South Africa and Nigeria. Creative Edge employs over 70 people and was established by CEO Prital Patel in 1995.
Paipai and Kuvera sign partnership agreement
Kuvera, a WPP company specialising in e-commerce in China, and Paipai, a social commerce mobile platform, have signed an agreement naming Kuvera as Paipai’s partner in developing mobile e-commerce for global brands in the country. Under the agreement, WPP’s retail clients will be able to conduct business on Paipai’s platform and will be provided with support and technical resources.
Blue Hive, which handles all aspects of Ford’s marketing communications, has established its first African office in Bryanston, Johannesburg. A joint venture between J Walter Thompson, Wunderman Aqua, Mindshare and Meropa, the operation has been launched to increase co-ordination between Ford’s agencies and their ability to respond to the rapidly changing consumer and media landscape.
as its pan-European creative agency for cream cheese brand Philadelphia.
, as Gary S Laben is named Global Chief Data Officer and Chris Perry is appointed as UK CEO.
Angelina Ong joins Cohn & Wolfe
as President, Asia-Pacific.
as Chief Growth Officer.
by marketing magazine
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A study carried out by Burson-Marsteller and ThinkYoung, a Brussels-based youth think tank, found that more than two-thirds of young people across the European Union had a positive view of the bloc and the values that it stands for. Only 14% of respondents viewed it negatively.
Wearable tech and its potential for improving public health
Ogilvy CommonHealth Worldwide has published a report investigating whether wearable technology has the potential to improve public health.
Wearable Technology Futures 2020: A New Path for Public Health?
analyses how wearables could better appeal to those who might benefit from them most, such as the inactive or those fighting obesity, in addition to the health and tech enthusiasts currently embracing the devices.
A new study by Millward Brown Digital and Google has analysed the growing influence of Millenials on business-to-business buying decisions. The report found that 46% of potential buyers researching B2B products are Millennials, up from 27% in 2012, making them the largest generational group carrying out this work. The study also found that there was a large increase in mobile use in this process: 42% of those surveyed used a mobile device during the course of researching and purchasing, which represents an increase of 91% over the past two years.
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:
Cohn & Wolfe’s
Geoff Beattie analyses the findings of a study
which asked 12,000 consumers in 12 markets the question: what does authenticity in a business and a brand mean to you? Seven key characteristics emerged from the research, which included the importance of communicating honestly about products and services, being clear about and true to your beliefs, and having a social purpose.
Based on analysis of BrandZ data over a five-year period, that meaningful differentiation is the foundation on which strong, growing brands are built. He argues that growth depends on the ability of brands to distinguish themselves from their competition and make their unique qualities resonate with more people.
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