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No. 227 - March 2018

e.wire - WPP's monthly news round-up
No. 227 - March 2018


Burson Cohn & Wolfe becomes one of world’s largest communications agencies
WPP has announced the merger of Burson-Marsteller and Cohn & Wolfe to create Burson Cohn & Wolfe (BCW). The new agency will be led by Chief Executive Officer Donna Imperato, currently CEO of Cohn & Wolfe. BCW combines Cohn & Wolfe’s expertise in digitally-driven, creative content and integrated communications with Burson-Marsteller’s strength in public affairs, corporate and crisis management, technology and research. Commenting on the news, Imperato said: “The launch of Burson Cohn & Wolfe creates a new entity in the world of communications that offers our clients unparalleled, integrated digital solutions grounded in earned media.”
Burson Cohn & Wolfe becomes one of world’s largest communications agencies

WPP publishes UK gender pay gap
WPP has published its UK gender pay gap data for 2017. The report shows a group median pay gap of 14.6% across all qualifying UK legal entities. The equivalent national figure is 18.4%. Karen Blackett OBE, UK Country Manager, WPP, said: “In common with the industry as a whole, we need to do more to change the gender profile of our leadership teams if we are to close our pay gap. We are placing an even greater emphasis on the development of female leaders, which includes actively promoting best practice in recruitment, training, mentoring, parental leave and flexible working within our companies.”

Group accelerates strategy
At its Preliminary Results for 2017 WPP announced that it would increase the pace of implementation of its strategy for the Group. Sir Martin Sorrell, CEO of WPP, said: “As our industry continues to undergo fundamental change, we are upping the pace of WPP’s development from a group of individual companies to a cohesive global team dedicated to the core purpose of driving growth for clients.”

Following a competitive review Office Depot has appointed a team of WPP agencies to handle its global creative and media duties. Y&R has been tasked with brand platform development and creative campaign work, Landor with brand identity development, VML will focus on digital transformation and ecommerce solutions, while MediaCom will handle media responsibilities.

New Offers

GroupM acquires majority stake in The Glitch
Global media investment management company GroupM has agreed to acquire a majority stake in The Glitch, a digitally-led creative agency based in India. Founded in 2009, The Glitch employs around 200 people in Mumbai and Delhi. Clients include Unilever, Netflix, OYO Rooms, Shutterstock, Tinder and others in the entertainment, beauty and FMCG sectors.
GroupM acquires majority stake in The Glitch

Ogilvy CommonHealth Worldwide has developed a playbook for pharmaceutical and healthcare marketing in 2018. Areas explored include the importance of good content, brand positioning, how best to use the data at your disposal and more.

Wavemaker has partnered with Ogilvy to create a first-of-its-kind Effectiveness Lab in India. This unique collaboration between the two WPP agencies will develop data-validated points of view on creating effective communications across consumer interaction platforms.


Gucci tops Italian brand ranking
Gucci tops Italian brand ranking
Italian fashion house Gucci leads the inaugural BrandZ™ Top 30 Most Valuable Italian 2018 Brands ranking released by WPP and Kantar Millward Brown. Gucci has the edge over its competitors with a brand value of $16.3 billion, followed by telecom provider brand TIM at $9.3 billion and energy company Enel in third place at $7.4 billion. Coming in at number four is food and dairy brand Kinder at $6.9 billion, with Prada taking the final spot in the top five at $4.0 billion.
A new study by Wunderman, in partnership with Penn Schoen Berland, finds that despite having access to more innovative marketing tools and systems than ever, 68% of global senior business decision-makers are still struggling to bring their data, creative and technology together. Wunderman has introduced Future Ready as a call to action for business and marketing leaders to act now in order to prepare their businesses for the future.
A recently released report by Wavemaker focuses on the health issues influencing 19-50 year-old Chinese consumers across 1-5 tier cities. The study looks at how brands can leverage the insights through the different stages of their consumers’ purchase journey.
Reading Room

Find the latest and best published thinking from Group professionals in WPP’s popular Reading Room: articles, research, books, videos, blogs and more.

Some recent features:

- is a recent post exploring what Landor employees around the world made of the marketing efforts at the Games.
- 2018 Mobile World Congress: What You Need To Know by Mindshare’s Azra Hirji looks at the key takeaways from this year’s annual get-together in Barcelona.
New Business
- to handle its media responsibilities in the US.
- as its media agency partner.
- to lead on its creative.
- as Global Chief Creative Officer.
- Ogilvy appoints Michael Frohlich as UK CEO.
- to global Chief Vision Officer and Chief Creative Officer EMEA.
- by Adweek.
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