No. 214 - February 2017
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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Walgreens Boots Alliance has selected a team of WPP agencies to operate and develop multiple marketing and communications channels for its retail and wholesale businesses as well as its health and beauty product brands. “Team WBA” will provide services including traditional and digital advertising, media investment management, promotion and relationship marketing, public affairs, media relations and communications for the enterprise. Stefano Pessina, Executive Vice Chairman and Chief Executive Officer, Walgreens Boots Alliance, said: “We have grown rapidly, so too have our marketing and communications needs, and this multi-dimensional model and new way of working will better support our vision for the company and future growth plans. This more integrated way of working will help us to strengthen brand recognition, while unlocking potential synergies, creating increased efficiencies and helping streamline our activities globally.”
Health push is “next evolution of horizontality”
WPP has announced the formation of WPP Health & Wellness, a new sub-holding company that unites WPP’s broad capability under one banner to significantly advance its offer and partnership with clients across the spectrum of health and wellness. Sir Martin Sorrell, CEO of WPP, said: “Health and wellness is one of the most exciting sectors of the global economy and offers enormous opportunities for our businesses. WPP Health & Wellness will build on the excellent work we are already doing in this space and take us into new areas with a much more comprehensive offer. This new unit is significant because it represents the next evolution of horizontality, through which WPP will continue to lead and transform health marketing.”
First ever global study of government communications
WPP’s Government & Public Sector Practice has published
The Leaders’ Report
, the first comprehensive review into what government and public sector communication leaders around the world are thinking, planning and concerned about. Spanning over 40 countries, the research explores current and future challenges, what communication leaders are doing to prepare and where communications strategy is most effective in delivering on objectives. The report outlines key challenges faced by government communicators around the world in effectively supporting policy delivery, including: trust, audiences, conversation, capability and influence.
Creative agency Grey London and media agency Mindshare have partnered to establish Mindshare
London: a bespoke unit that combines creative, data and media planning and buying to deliver adaptive, personalised, programmatic advertising – at an unprecedented speed and scale. It marks the first time that Mindshare’s FAST (Future Adaptive Specialist Team) has partnered with a creative agency on an ongoing basis. FAST integrates SEO, paid search, digital display, paid social and programmatic and currently operates out of four regional hubs, including London.
Last month, Kantar Retail launched its Market Insights events calendar for 2017, detailing a total of 29 events they will host this year in 19 cities across the globe. Covering vital trends including The Future of Retail, Omnichannnel and Digital Retailing, Health & Wellness, Winning with Amazon, The Rise of the Discounters, and Small Box Retailing, the events are designed to help clients win in the evolving retail landscape by providing inspiring ideas and actionable insights.
WPP invests in virtual reality company
WPP has invested in SubVRsive, a technology company that works with advertisers that want to engage consumers in the emerging virtual reality and augmented reality sector. SubVRsive works with directors, producers, content creators and developers to develop video, apps and interactive experiences for virtual reality devices and computers. Its clients include the American Heart Association, Lionsgate Entertainment, Procter & Gamble and Showtime Networks. Separately, in November 2016 WPP invested alongside IMAX and others to create US$50 million fund focused on developing virtual reality media projects.
New behavioral science unit
Ogilvy has announced the creation of the Ogilvy Center for Behavioral Science. The Center, which will work across the Ogilvy group, will focus on establishing a new system to define how audiences think, feel and behave to improve marketing and communications effectiveness. Christopher Graves will assume the role of President, working with Carla Hendra, Global Chairman, OgilvyRED and Vice Chairman, Ogilvy Worldwide Board.
Royal National Institute of Blind People appoints Maxus UK
as its lead media agency.
MGM selects J. Walter Thompson Hong Kong
to launch the company’s new resort, MGM COTAI.
as its first ever Global Chief Creative Officer.
President, North America.
as US CEO.
to Worldwide President.
New Business Enquiries
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AdReaction: Engaging Gen X, Y and Z
is the first global study to reveal Gen Z’s behaviours, attitudes and responses to advertising to help marketers understand the similarities and differences between the generations, and how to effectively engage them. The study, recently released by Kantar Millward Brown, analyses key media consumption patterns, attitudes toward advertising and responses to specific creative approaches, and is based on surveys of more than 23,000 consumers in 39 countries.
According to a recent survey commissioned by Burson-Marsteller (and fielded by research consultancy Penn Schoen Berland) to analyze viewers’ attitudes towards professional football and the Super Bowl, 55 percent of viewers say they would be interested in streaming games online instead of watching on cable, including 77 percent of Millennials. In addition, 29 percent of viewers and 43 percent of Millennials say they would be more likely to cancel their cable subscription if they could stream games online.
As digital experiences gain importance, and users’ expectations continue to grow, there is an immediate need to bring design and data together, according to EffectiveUI. In a recently published report, Matt Bernius, Lead Experience Planner and Kristin Youngling, Senior Director, Data Strategy, explain how EffectiveUI uses a measurable design framework to produce the best possible results for its clients and to keep itself accountable.
WPP Reading Room
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Some recent features:
Search targeting on YouTube & cloud-based marketing
by Mindshare’s Gianluca Baroni examines some of the recent changes by Google as it looks to deploy new cloud-based marketing solutions and provide more detailed reporting.
Addison Group’s Consultancy Executive Lucy Chalky-Maber explores top internet finds of the month from content production through to web design and the world of annual reporting.
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