e.wire No. 195 - May 2015
WPP news bulletin

e.wire is WPP’s monthly public round-up of news and initiatives across the Group’s worldwide network. The following are edited highlights; view the full version here.

Stop Press

MediaCom has been selected by Tesco to run its media planning and buying account after a competitive pitch. The appointment will cover all Tesco brands including Tesco Mobile and Tesco Bank. Karen Blackett, CEO of MediaCom, said: “Tesco is a brand we’ve admired as an organisation and wanted to work with for many years. We are so glad to be given the opportunity.”

New marketing foresight consultancy

Gain Theory, a marketing foresight consultancy that brings together the Group’s data, analytics, technology solutions and consumer insight capabilities, has been launched to help brands make smarter and faster business decisions. Gain Theory will comprise 200 marketing effectiveness consultants, analysts, data experts and engineers, and have hubs in New York, London and Bangalore.

First quarter results ahead of target

WPP has posted its results for the first quarter of 2015, reporting revenue growth of 8.3% and like-for-like net sales growth of 2.5%. Revenue growth was particularly strong geographically in the UK, Asia-Pacific, Latin America, Africa, the Middle East and Central and Eastern Europe, and functionally in advertising and media investment management.

Twiplomacy, Burson-Marsteller’s annual study of world leaders on Twitter, has found that governments are putting more effort into their social media communications and are including more visuals and videos in their tweets. 86% of the 193 United Nations governments have a presence on Twitter and 172 heads of state and government have personal accounts. Only 27 countries do not have any Twitter presence. The three most followed world leaders were Barack Obama, the Pope and Narendra Modi.

New Offers

Data Alliance expands into Africa

Data Alliance, the WPP company that supports the Group’s data business by enhancing access to data and data-driven marketing applications, has expanded to sub-Saharan Africa. WPP agencies Ogilvy, Smollan, Acceleration, Barrows, Aqua and TMARC came together as sponsoring members to bring Data Alliance to the region. The new operation will be based in Cape Town. Devon Tighe, Managing Director of Data Alliance Africa, said: “The launch of the Cape Town office is in response to client demand to grow data-driven capabilities in Sub-Saharan Africa. We know that by bringing together a strategic group of companies in Africa, we can help WPP’s agencies better serve clients through data connections that drive smarter decision making.”

Refinery29 joins WPP

WPP has invested in Refinery29, a leading privately-held fashion and lifestyle media company that provides content, shopping solutions and social networking opportunities, primarily in the fashion shopping and beauty categories targeted towards Millennial women. Founded in 2005, the company employs over 250 people and is based in New York with an office in Los Angeles.

Strategic Consulting unit launched by Cohn & Wolfe

Cohn & Wolfe has established a new unit that brings together the agency’s global leaders to advise on corporate strategy. The new offering, Cohn & Wolfe Strategic Consulting, will be led by former Global Corporate Practice Leader Geoff Beattie. Its services will include market proposition and positioning, employee change management and brand strategy consulting.

Genesis Burson-Marsteller in partnership with WhiteKettle Consulting

Public relations and public affairs consultancy Genesis Burson-Marsteller has formed a strategic alliance with WhiteKettle Consulting, an Indian corporate social responsibility (CSR) consulting firm. The companies will offer joint solutions in India that include training programmes, sustainable CSR strategies, behaviour change interventions, stakeholder management, advocacy, and employee engagement.

New Business

, a media intelligence software solutions company. The agency will work with Meltwater in North America, Europe and Asia-Pacific to provide media relations services, product launch support and overall brand management.


as Global Chief Analytics Officer.


by The Holmes Report.

, as its campaign to celebrate its 150th anniversary won the top prize in the Global In-house Team category.

New Business Enquiries

Are you looking for an advertising or marketing services partner? WPP can help point you in the right direction — find out how.


The changing face of the UK grocery market

Kantar Worldpanel has released a report analysing the ways in which the UK grocery market has changed over the last few years, and what this means for brands. It notes that the “discounters” – German retailers Aldi and Lidl – have increased their share of the UK grocery market from 4.5% in 2010 to 8.3% in 2015. The study found no correlation between brands working with Aldi or Lidl and a fall in their sales at the larger supermarkets, suggesting that brands should take advantage of the discounters’ growth.

The pharma companies breaking new ground in social media marketing

The pharma companies breaking new ground in social media marketing

Ogilvy Healthworld has released a report, Connecting the dots: Which Pharma Companies are Succeeding in the Social Media Space?, providing insights into which pharmaceutical companies are leading the way in integrated social media marketing campaigns. The study found that the average number of tweets sent by pharmaceutical companies has gone up by 530% since 2013 and their number of Twitter followers has increased by nearly 300%.

UK brands failing to engage with bloggers

A study by Hill+Knowlton Strategies and blogging community BritMums has found that UK brands are failing to engage effectively with bloggers. In a recent survey of more than 350 parenting and lifestyle bloggers, only 13% said that brands knew how to interact with them. Susanna Scott, Managing Director and co-founder of BritMums, said: “Each year the community gets bigger, learns more and becomes more savvy. Brands are also becoming smarter in how they work with bloggers – but clearly, as the report shows, we are not quite there yet.”

WPP Reading Room

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:
  • In the fourth post in a five-part series that identifies the fundamentals of great package design, Mary Zalla, Landor’s Global President, Consumer Brands and Managing Director, discusses the importance of powerful story telling. She argues that whether used to help sell a solution to a client, inform a design, or illustrate an idea graphically, stories are an effective tool in any designer’s arsenal.

  • J Walter Thompson London has launched , a measure of how Britain’s economic downturn is affecting consumers. The report suggests that despite financial pressures, many people, particularly Millenials, are prepared to spend money on indulgences such as meals out, with almost 8 in 10 of this group reporting that they need to let loose and take an occasional break from constrained living.

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