No. 196 - June 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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New sports and entertainment offering from GroupM
GroupM, the world’s leading media investment management company, has expanded its sports and entertainment proposition under a new global agency brand, ESP, comprising two separate businesses: ESP Properties and ESP Brands. ESP Properties is GroupM’s first company dedicated to serving sports and entertainment rightsholders, including federations, leagues, events, teams, publishers and venues. It has been formed through new hires, the integration of existing GroupM business units including sponsorship agency IEG, and the acquisition of data-driven sports marketing agency Two Circles. Clients include the All Blacks, Cleveland Cavaliers, Valencia CF, England and Wales Cricket Board, Pele, and City Football Group. GroupM is also increasing the support it gives to brands to plan, negotiate and activate sports and entertainment partnerships, by growing its specialist teams in its media agencies. These specialist teams will be underpinned in key regions by the second business within ESP, ESP Brands.
Apple topples Google to become the
2015 BrandZ Top 100 Most Valuable Brand
Apple has overtaken Google to reclaim top spot in the tenth annual
BrandZ Top 100 Most Valuable Global Brands
ranking. As a result of the success of the AppleWatch and the iPhone 6, Apple increased its brand value to $247bn, a rise of 67% year on year. Google, which topped the ranking in 2014, came second after achieving a 9% value increase to reach $173.7bn, while Microsoft, now worth $115.5bn, rose one position to third after growing its brand value by 28%. The
BrandZ Top 100
, commissioned by WPP and compiled by Millward Brown, is the only study to combine measures of brand equity (based on interviews with over three million consumers globally) with a rigorous analysis of the financial and business performance of each company. The total brand value of the
stands at $3.3 trillion, a 14% increase on 2014.
Y&R has been named agency of record for the United States Navy, handling account and media planning, research, public relations, events and advertising across all channels including digital and mobile platforms. The account will be served by offices in New York, Chicago, Kansas City, Memphis and Nashville.
Millward Brown Digital and Yahoo have launched a new offering that will provide advertisers with more accurate and scalable brand impact measurement for digital ad campaigns on Yahoo. The partnership will make it easier for marketers to access up-to-date metrics, giving them insight into ad and brand awareness, favourability and purchase intent for their digital campaigns. The solution will initially be available to US advertisers.
Always to acquire 3ree in Singapore
Chinese field and shopper marketing company Always Marketing Services, majority-owned by J Walter Thompson, has agreed to buy 3ree, an integrated marketing company based in Singapore. Founded in 2010 by Tan Li Li and Isabel Cheong, 3ree’s services include event management, project management for exhibitions and activations, design and creative services, and digital marketing.
Kinetic and GroupM take stake in Poster Conseil
GroupM and Kinetic have agreed to acquire a majority stake in Poster Conseil, an out-of-home specialist in France. Poster Conseil manages media planning and buying for agencies and direct clients, and provides planning and measurement technologies to both agencies and vendors. It employs 25 people and is based in Paris.
J Walter Thompson London, Mindshare and Wunderman to its brand and media communications business, following a competitive pitch.
as Latin American CEO for both agencies.
The Holmes Report
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report, an annual ranking of the 50 most chosen global FMCG brands, has found that Colgate is the only brand bought by over half of the world’s households. Gaining 19 million new shoppers in 2014, Colgate achieved positive growth in every region across the world. Indian shoppers contributed half of its new buyers, with the brand entering 86% of households in the country. Coca Cola remained top of the
ranking, with Colgate in second place, while Dove made its first entry into the Top 10 at number nine, adding 14 million new shoppers to its worldwide consumer base.
Marketing technology agency FusePump, part of Wunderman, has published a report examining the importance of using product data in crafting successful digital marketing strategies in the fashion industry. The study found that 80% of fashion brands have a mobile site, compared to less than 50% in 2012, and that there was a 265% growth in online clothes shopping between 2009 and 2014.
Get to know Generation Z
The Innovation Group, part of J Walter Thompson Intelligence, has released a study on the attitudes and purchasing behaviour of Generation Z. The report suggests that the group can be characterised by its ethical consumption habits, digital technology use, entrepreneurial ambition and progressive views on topics ranging from education to gender. In the UK and US, Gen Z comprises a quarter of the population, and in the US alone the group represents over $44bn in annual purchasing power.
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:
Allen Adamson, Chairman of Landor North America, discusses the huge amounts of over the next 10-15 years, and how this will impact the customer base of financial services companies. He looks at how these companies can harness digital technology and big data to attract and retain this new wave of customers.
Millward Brown’s Nigel Hollis analyses , following the company’s toppling of Google to reclaim top spot in the
BrandZ Top 100 Most Valuable Global Brands
ranking. Hollis argues that one of most important reasons for Apple’s success is its high standards for market entry, and examines the likelihood of the company releasing a high-definition TV in the next few years.
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