Ogilvy y JWT crean una “joint venture” especializada en shopper marketing

Las agencias Ogilvy y JWT, ambas pertenecientes al gigante de la publicidad y la comunicación WPP, unen fuerzas en el terreno del marketing de compradores y en el punto de venta. Con este motivo, acaban de crear en Estados Unidos la “joint venture” JWT/Ogilvy Action.

Ambas agencias operarán de ahora en adelante bajo la denominación de Ogilvy Action y JWT Action. Ésta última se denominaba hasta ahora Malone Advertising, fue fundada en 1943 y desde al año 2005 pertenece a JWT.

Entre los clientes de la nueva compañía fruto de la “joint venture”, figuran empresas tan importantes como Kimberly-Clark, American Express, SC Johnson, Nestlé y Unilever.

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Las agencias Ogilvy y JWT, ambas pertenecientes al gigante de la publicidad y la comunicación WPP, unen fuerzas en el terreno del marketing de compradores y en el punto de venta. Con este motivo, acaban de crear en Estados Unidos la joint venture JWT/Ogilvy Action.

Ambas agencias operarán de ahora en adelante bajo la denominación de Ogilvy Action y JWT Action. Ésta última se denominaba hasta ahora Malone Advertising, fue fundada en 1943 y desde al año 2005 pertenece a JWT.

Entre los clientes de la nueva compañía fruto de la “joint venture”, figuran empresas tan importantes como Kimberly-Clark, American Express, SC Johnson, Nestlé y Unilever. Leer más “Ogilvy y JWT crean una “joint venture” especializada en shopper marketing”

Martin Sorrell: “Los contenidos de pago son esenciales”

El consejero delegado de WPP, Martin Sorrell, cree que los contenidos de pago son “esenciales” para el mantenimiento de los periódicos y los publicistas en la era digital.

Sorrell declaró a Media Week: “Pensamos que los contenidos de pago son esenciales porque creemos que ofrecer contenido gratuito, especialmente si los consumidores lo valoran, no tiene sentido”. Con mayor rotundidad afirma que los consumidores “tienen que pagar por el contenido que valoran”.


El consejero delegado de  WPP, Martin Sorrell, cree que los contenidos de pago son “esenciales” para el mantenimiento de los periódicos y los publicistas en la era digital.

Sorrell declaró a Media Week: “Pensamos que los contenidos de pago son esenciales porque creemos que ofrecer contenido gratuito, especialmente si los consumidores lo valoran, no tiene sentido”. Con mayor rotundidad afirma que los consumidores “tienen que pagar por el contenido que valoran”. Leer más “Martin Sorrell: “Los contenidos de pago son esenciales””

In A ‘Luvvy’ Recovery, Digital Hits 28 Percent Of WPP Sales

Earlier this year, the world’s biggest advertising group said new media would make up two thirds of its income in three or four years.

Today it stands at 28 percent, WPP said, as it reported first-half-of-year pre-tax profit up 36 percent to £244 ($379.46) million, on three percent better revenue of £4.44 ($6.91) billion.

CEO Sir Martin Sorrell, over the last year, has cautiously refrained from embracing a 2010/11 upturn away from the recession.

But the latest WPP earnings statement does dare to say: “The results reflect the recovery in the world economy … “The group’s advertising businesses achieved a 180 degree turnaround from -4% in the first quarter to +4% in the second quarter … Traditional advertising has recovered sharply.”

“The expected LUV recovery – L-shaped in Western Europe, U-shaped in the United States and V-shaped in the BRICs and Next 11 – is now more LVV-shaped (LuVVy-shaped?), with the United States, in particular recovering much more strongly than anticipated.”


DAVOS/SWITZERLAND, 27JAN07 - Sir Martin Sorrel...
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Earlier this year, the world’s biggest advertising group said new media would make up two thirds of its income in three or four years.

Today it stands at 28 percent, WPP said, as it reported first-half-of-year pre-tax profit up 36 percent to £244 ($379.46) million, on three percent better revenue of £4.44 ($6.91) billion.

CEO Sir Martin Sorrell, over the last year, has cautiously refrained from embracing a 2010/11 upturn away from the recession.

But the latest WPP earnings statement does dare to say: “The results reflect the recovery in the world economy … “The group’s advertising businesses achieved a 180 degree turnaround from -4% in the first quarter to +4% in the second quarter … Traditional advertising has recovered sharply.”

“The expected LUV recovery – L-shaped in Western Europe, U-shaped in the United States and V-shaped in the BRICs and Next 11 – is now more LVV-shaped (LuVVy-shaped?), with the United States, in particular recovering much more strongly than anticipated.” Leer más “In A ‘Luvvy’ Recovery, Digital Hits 28 Percent Of WPP Sales”

Yahoo launches global media review

It is said that both incumbent agencies have been invited to defend their agency-of-record status but no contenders have yet been confirmed.

In Asia, the online giant works with Dentsu, Grey, G2, Isobar, Mindshare, OMD and PHD. According to Media’s Top 1000 brands report, the media account is worth US$14 million in ad spend.

Yahoo has recently been struggling in the face of competition in the digital and search arena, from competitors including Google, and, in the social media space, from competitors such as Facebook.

At the end of last month, Yahoo!’s second-quarter results showed a 51 per cent increase in net income, but ony a 2 per cent rise in revenues from the same quarter the previous year, disappointing analysts.

The US company’s worldwide revenue reached US$1.6 billion, while net income came in at US$213.3 million.


GLOBAL – Yahoo has launched a global review of its traditional and digital media account currently split between WPP Group’s Mindshare and Neo@Ogilvy.
Yahoo launches global media review

It is said that both incumbent agencies have been invited to defend their agency-of-record status but no contenders have yet been confirmed.

In Asia, the online giant works with Dentsu, Grey, G2, Isobar, Mindshare, OMD and PHD. According to Media‘s Top 1000 brands report, the media account is worth US$14 million in ad spend.

Yahoo has recently been struggling in the face of competition in the digital and search arena, from competitors including Google, and, in the social media space, from competitors such as Facebook.

At the end of last month, Yahoo!’s second-quarter results showed a 51 per cent increase in net income, but ony a 2 per cent rise in revenues from the same quarter the previous year, disappointing analysts.

The US company’s worldwide revenue reached US$1.6 billion, while net income came in at US$213.3 million. Leer más “Yahoo launches global media review”

MediaCom and Starcom split US$152m GSK media brief

By Staff Reporters
GLOBAL – GlaxoSmithKline has retained MediaCom to handle its US$95 million UK media planning and buying account, but the WPP agency has lost some European business to Starcom MediaVest Group.
MediaCom and Starcom split US$152m GSK media brief

GSK, which owns brands including Lucozade and Aquafresh, has appointed Starcom to duties previously held by MediaCom in Germany, Austria, Switzerland, Spain and Portugal.

The review did not include Central and Eastern Europe and Russia, held by Starcom, and the US, held by MediaCom.

News of the review broke in October last year, but at the time was denied by the client, who officially announced the international review just months later in April 2010, when it said it was to review the account in “selected key markets” around the world, including China.


GLOBAL – GlaxoSmithKline has retained MediaCom to handle its US$95 million UK media planning and buying account, but the WPP agency has lost some European business to Starcom MediaVest Group.

MediaCom and Starcom split US$152m GSK media brief

GSK, which owns brands including Lucozade and Aquafresh, has appointed Starcom to duties previously held by MediaCom in Germany, Austria, Switzerland, Spain and Portugal.

The review did not include Central and Eastern Europe and Russia, held by Starcom, and the US, held by MediaCom.

News of the review broke in October last year, but at the time was denied by the client, who officially announced the international review just months later in April 2010, when it said it was to review the account in “selected key markets” around the world, including China. Leer más “MediaCom and Starcom split US$152m GSK media brief”

Lanzan “Power eye” un sistema de publicidad online que informa al cliente sobre la segmentación

Marcas como AT&T, American Express y Microsoft probarán esta semana una nuevo sistema de publicidad online cuyas gráficas informan visualmente al cliente sobre los anuncios y sus métodos de segmentación.

Este sistema fue llamado en un comienzo “Better Advertising”, es decir mejor publicidad, y consiste en un modo de información visual donde el consumidor recibe datos al posar el ratón sobre los íconos.

“Power eye” ha contado con la colaboración de WPP, Havas, Publicis Group e Interpublic y pretende dar más transparencia a las marcas y a la publicidad online en general para recuperar la confianza de los clientes.


Marcas como AT&T, American Express y Microsoft probarán esta semana una nuevo sistema de publicidad online cuyas gráficas informan visualmente al cliente sobre los anuncios y sus métodos de segmentación.

Este sistema fue llamado en un comienzo “Better Advertising”, es decir mejor publicidad, y consiste en un modo de información visual donde el consumidor recibe datos al posar el ratón sobre los íconos.

“Power eye” ha contado con la colaboración de WPP, Havas, Publicis Group e Interpublic y pretende dar más transparencia a las marcas y a la publicidad online en general para recuperar la confianza de los clientes. Leer más “Lanzan “Power eye” un sistema de publicidad online que informa al cliente sobre la segmentación”

McCann N.Y. Bolsters Planning


Ex-R/GA exec Anne Benvenuto takes behavioral lead

– Andrew McMains

adweek/photos/stylus/131327-AnneBenvenuto.jpgAnne Benvenuto

McCann Erickson, in a bid to underscore the expanding role of planning in the development of client business ideas, has added a third leader to its New York planning department and directed each to focus on a specific aspect of the discipline.

The new leader is Anne Benvenuto, former director of strategic services at Interpublic Group’s R/GA, who becomes director of behavioral planning at McCann. At the same time, co-directors of strategic planning Devika Bulchandani and John Kottmann have shifted to director of brand planning and director of business strategy and analytics, respectively.

Each executive shares leadership of the 35-person department and reports to McCann N.Y. president Thom Gruhler.

Historically, IPG‘s McCann has been known for its brand planning, which stemmed from an understanding of consumer attitudes toward brands. This move attempts to expand that capability into behavioral research and business analytics.

“We have a very well-developed muscle” in brand planning, Gruhler said. “What we have been doing is dabbling in the other parts of the equation, which is what consumers are doing and how they’re behaving. It’s my personal philosophy that the closer our ideas are to what we know about consumers and what they’re actually doing, the more likely, the more easy [and] the more measurable our ideas will be for clients to purchase.”

Of course, the data that comforts clients can also confound them, and that’s where smart planners can make a difference, according to Gruhler.

“The best use of our skills is not in analytics. It’s in synthesis,” Gruhler said, with a nod to a recent speech by former McDonald’s marketing chief Larry Light at the American Association of Advertising Agencies‘ Transformation conference in San Francisco. “We’re going to have a lot of information, more and more information at our fingertips. And those of us who will win in the end are the best synthesizers of what that means.”

Benvenuto, 55, spent nearly six years at R/GA in New York, where she oversaw three departments: insights/planning, analytics and connections. Her clients there included Walmart, Subaru, Johnson & Johnson, Purina and S.C. Johnson. She left in October and had been working as a freelance consultant when she agreed to join McCann. Leer más “McCann N.Y. Bolsters Planning”