Agencies

Relations Between Agency and Marketer Depends on Trust

Posted August 23, 2017 by Rashmi D @ 11:12 am

Agencies and marketers should rebuild fractured relations, continue partner on industry initiatives and keep open the lines of communication

agency and marketer

Agencies work for marketers and every brand has its horizon of work. As the marketer or brand has the responsibility to develop a product, they lend emphasis on product development rather than on the creative visual communication needed for marketing or selling of the product. That’s a full-time job done by ad agency professionals and it’s just not the core competence of the marketer. At the same time, it’s a critical part of the marketing exercise and so a lot depends on how well the brand marketer and the ad agency is able to sync and coordinate on a common strategy to implement the ideas generated by the ad agency. Here it boils down to ‘trust,’ which is a very big factor between the brand and the agency.

As far as the brand marketer is concerned, it is absolutely essential to treat the ad agency as a partner and not just as a vendor that will work according to the brief. Here it’s important to understand what exactly is the ‘brief’ – it is actually the guideline that the brand marketer provides to the client about the strategy to be followed. It is for the brand to understand why it has hired an ad agency to work on its creative communications and leave the arena free for the agency to come up with interesting ideas based on the strategy that has been outlined.

On the part of the ad agency, it is important that it should not step into uncharted territory by raising questions about the brand’s product offering. The agency’s job is find the best and most interesting way to communicate the benefits of the brand’s product. It should not exceed the brief or try to get involved with product development. Of course, these are not hard and fast line that either the brand or the agency doesn’t ever cross, but these are always exceptions and not the rule. That’s why in cases of misunderstanding or any gap in communication between the brand and the agency, there should be CBMs (confidence building mechanisms) available to handle crises.

Filed under: Agencies

Brand Union CEO Toby Southgate Quits to Join McCann

Posted July 27, 2017 by Rashmi D @ 3:54 am

Southgate’s new role at McCann will be that of global chief growth officer who will operate across the IPG network

google analytics

Toby Southgate, who was the youngest ever CEO of WPP branding agency Brand Union, has joined McCann Worldgroup in the capacity of global chief growth officer. He quit Brand Union a couple of months back and now at McCann his area of focus will be to boost on new business efforts, and strengthen the agency’s relationships with existing clients and work on developing partnerships globally with all the agencies across McCann’s network. Southgate has replaced Alex Lubar, who was McCann’s global chief marketing officer till about the end of 2015 before moving to the agency’s London office as CEO.

Southgate, who is a native of the UK, had joined Brand Union in 2007 and worked his way up within the agency’s network. He had been the managing director in its Abu Dhabi office and headed its operations in the UK and Ireland before becoming CEO of the Americas. Thereafter he was made head of the agency’s global operations in 2015 and during this time, he handled accounts like Bank of America, HSBC, Sony and Vodafone among many other global giants. Chairman and CEO of McCann Worldgroup, Harris Diamond, said, “What makes Toby so effective in business development is that he relishes the complexity of brand challenges in today’s complex business environment and he knows how to harness resources to create innovative multiplatform solutions for clients.”

For his part, Southgate said, “Three things have made me hungry for this role: a magnetic culture, world-class people, and a relentless, unifying focus on doing great work for great clients. For a 100+ year-old business to sit at the cutting edge of our industry is something special. I’m excited to get to work helping clients do more with their businesses and brands.”

Filed under: Agencies

Hackers Paralyze WPP, the Largest Ad Agency in the World

Posted June 29, 2017 by Rashmi D @ 3:26 am

WPP workers using Windows operating systems were badly affected by the attack while those using Mac systems were unaffected

WPP - Petya attack

Many of the WPP agencies like JWT, Y&R, MediaCom and GroupM among others have been affected by the worldwide cyber attack, called Petya on 27 June 2017. A press release from WPP on the day of the attack said, “We are working with our IT partners and law enforcement agencies to take all appropriate precautionary measures, restore services where they have been disrupted, and keep the impact on clients, partners and our people to a minimum. Having taken steps to contain the attack, the priority now is to return to normal operations as soon as possible while protecting our systems. Our operations have not been uniformly affected, and issues are being addressed on a company-by-company basis. Many of our businesses are experiencing no or minimal disruption. We will provide further updates as the situation develops.”

Interestingly, Petya could not penetrate Mac computers even though it played havoc with PCs running on Windows operating systems. An intra group email alert sent out to all employees of all the WPP group agencies had asked employees to immediately shut down all PC running on Windows, till further notice. An internal memo attributed to WPP chairman, Martin Sorrell, said, “Many of you will have experienced significant disruption to your work. However, contrary to some press reports, WPP and its companies are still very much open for business. We are a group packed full of highly creative, ingenious and dedicated people. I urge you all to put those qualities to use in making sure that what our clients experience in the hours and days ahead is as close to business as usual as we can possibly manage.”

Is this attack a variation on the ‘Wanna cry’ attack that happened last month? Many experts and analysts now believe that the Petya attack is, in fact, a variation of Wanna Cry, which also targeted Windows systems and demanded ransom in bitcoin payment. Although Microsoft developed a series of “patches” in March, both the Wanna Cry attack and Petya cause a lot of damage to numerous businesses and departments of government bodies. “Enterprises are clearly not prioritizing patches effectively. While some organizations may have situations where they are unable to patch, that excuse doesn’t scale when you get a worm causing damage on this level,” says Josh Zelonis, senior analyst at Forrester Researcher.

Filed under: Agencies

Marketers Use Identity Mapping to Reach Customers with Offers They can’t Refuse Off-hand

Posted June 7, 2017 by Rashmi D @ 4:02 am

Narrowing down preferences of customers through identity mapping helps drive customer relationships at scales never known before

Marketers Use Identity Mapping

For brands and agencies that want to deliver and operate a truly customer-focused business model, the personalized experiences of customers can be a much-needed resource. The key to this resource is what has come to be known as identity mapping, which not only connects the dots across screens but also offers a better understanding of the needs, desires and actions of customers. Such marketing that is focused on people’s needs can happen anywhere, and not remain confined to a particular geography or niche.

So what makes identity solutions so important for marketers? To begin with, customers interact and transact with brands in more ways and across multiple places than ever before. The same customers could be found using different devices and it’s a challenge to avoid duplicating messages to these customers across devices. Finally, a growing number of customers today are not obsessed with brands and don’t show the kind of loyalty toward brands as before; instead they are showing an increasing preference for personalized services. In other words, they have redefined the typically held views about value for money.

Now, where does identity mapping come here? Merely gathering all of the data from the different points of interaction with customers isn’t enough as it just offers data from all interactions and transactions with those customers. This is where identity mapping becomes critical because it allows marketers to identify customers as individuals and not just the device they use. The process begins with a persistent identifier that is created on the basis of the data at hand. When this persistent identifier is used to map customers to second and third-party data, a much more vivid, actionable picture of the customers emerges. This is what empowers the marketer to engage customers, one-on-one, via people-based marketing, narrowing it down to the customer’s preferences in ways that were never tried before.

Filed under: Agencies

Coca-Cola’s Detachable Bottle Labels as Wristbands for Music Festivals

Posted May 29, 2017 by Rashmi D @ 1:05 am

A brilliant idea by the software giant to engage simply and effectively with a significant section of its market – millennials

Coca Cola

One special feature of Coca-Cola has been the kind of packaging stunts that it comes up with all across the world. This time an interesting innovation by Coca Cola’s Romanian division looks good enough to become a worldwide hit – it’s another smart idea from the soda giant which allows a customer to detach a part of the label from every bottle and use it as a wristband that will allow him to access music festivals. As always, such ideas are developed by the creative agency that designs Coca Cola’s marketing communications and in this case it’s McCann Bucharest that came out with the exciting idea. Of course, not every detachable label grants access to a music festival as it needs to be scanned with a specially designed app to see if it was a winner.

According to McCann, the idea is already a hit in Romania, where millennials have started collecting and wearing them as a fashion statement. Coca Cola partnered with some of the leading music festivals in that country, such as Transylvania’s Untold Festival, which recently, named the Best Major European Festival at the European Festival Awards. According McCann, around 75 percent of Romanian teens responded positively to the campaign resulting in a sales jump of 11% which is substantial, considering the scale at which Coca Cola operates.

This is one of the most exciting ways of reaching out to the millennials all over the world where music festivals are attended mostly by young people but it could transcend the age barrier and become popular with other age groups as well. For now though, Coca Cola probably thinks it’s better to focus on the young crowd and they are everywhere, not just in music festivals. This is truly a brilliant idea that can be sustained for the simplicity with which it can be implemented and the potential gains it promises as the results in Romania prove. It proves customer engagement is always the winner.

Filed under: Agencies

Spending on PR by Marketers will Increase Over the Next Five Years, According to New Report

Posted May 10, 2017 by Rashmi D @ 1:44 am

A joint study conducted by ANA and the USC Center for Public Relations has predicted that investment in public relations is set to increase

Spending on Public Relation

Over the next five years, marketers intend to spend more on public relations and boost internal staffing according to a new report conducted by the Association of National Advertisers (ANA) and the USC Center for Public Relations at the Annenberg School for Communication and Journalism based on a survey. The survey which took place last winter aimed at finding out more about public relations perceptions of client-side marketers.

The survey produced quite interesting results with as many as 75% of respondents saying that they will spend more on PR over the next five years while 62% of the respondents said that they intended to increase internal public relations staffing over that same time period. Around 16% of respondents said they will increase internal PR staffing over the current year while 25% said they will increase spending on PR.

Bill Duggan, ANA group executive vice president, said, “Public relations as a discipline is clearly evolving and becoming more important to marketers. And PR is being fueled by the rise and omnipresence of digital communications. Digital has put PR front and center, as it allows immediate outbound communication and inbound feedback.”

Other interesting results of the ANA survey showed 54% of the respondents saying that public relations would change over the next five years and become “more closely aligned with marketing,” while 18% took PR to a different level, saying it would “become a subset of marketing.” The vast majority of respondents agreed that public relations can most effectively demonstrate its value.

An overwhelming 89% of respondents agreed that demonstrating the measurable business objectives of public relations programs will achieve that distinction. Most respondents referred to ‘social listening’ and ‘digital storytelling’ when asked to rank the importance of individual trends. The survey revealed that digital trends are critically important for the future of public relations.

Filed under: Agencies

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