Archive for the ‘ Agency ’ Category

Consumer Engagement


Digital Family Trees 2008

Advertising Age

Ad Age DataCenter asked media, portal/search and agency companies to list their digital properties and services.

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Agency 3.0

William Morris, Media Execs Create ‘Agency 3.0’ – Advertising Age – Madison+Vine: News

batman-take-emHollywood’s oldest talent shop, the 110-year-old William Morris Agency, is partnering with a triumvirate of digital media, wireless and advertising executives to create a joint venture called Agency 3.0, a digital-marketing-services company seeking to marry digital technology to strategically developed content.

In an interview with Ad Age, Mr. Johnson said TV advertising "is becoming less effective," in part because "it’s highly disconnected from the creative process."

Time for a new approach
"There’s a whole new world in the marketing, distribution and monetization of digital media, with unique demands for new approaches to both design and implementation," said Jim Wiatt, William Morris’ CEO. "We recently announced a digital-media venture fund, and now with Agency 3.0, we’ll be providing services as well as making investments in this sector."


Designed in NY, built in Bangalore

Digital Media – The voice of Asia’s digital communications industry – MAGAZINE ARCHIVE – APRIL 2008

digial_media_magThe purpose of Prodigious (Digitas Alliance) is to centralise digital production in low-cost markets. The model is simple: it has managers that work with marketers and creative agencies in their home markets, then offshore facilities that produce the work. It will build a presence in six cities in India, as well as Singapore. These join Shanghai, Costa Rica, Kiev and Sofia in the Prodigious line-up.

Interpublic’s MRM Worldwide currently has a digital production centre in Bangkok, alongside Warsaw and Buenos Aires. Strategy and creative are handled locally, then bulk production is moved elsewhere. Work sent offshore includes web build, Flash projects and bulk volume banner produciton.

WPP is also looking at building its offshoring capacity in the next few months.

Also see Thousands of Versions of Ads


Kiss and Punch by WPP

Kiss and Punch –

Forbes_2000In 2007 WPP reported a pretax profit of $1.4 billion on revenue of $12.3 billion, up 8% in constant currencies. (That revenue puts it behind only Omnicom, at $12.7 billion, in its industry.) WPP’s operating (roughly speaking, Ebitda) margin has improved steadily to 15%, and in the last quarter of the year WPP stunned rivals Omnicom, Publicis, IPG and Havas by announcing record-smashing account wins with AT&Tand Dell. Total billings last year: $63 billion. Over the past decade the company’s earnings per share have been climbing at an 11% annualrate.

The globe spends $700 billion a year on advertising.

WPP is well ahead of its competitors in cracking Asia; the firm identified 1,200 potential acquisitions in China. Miles Young, chairman of Ogilvy & Mather Asia Pacific, says WPP cherry-picked 18 acquisitions in greater China (includes Taiwan) these last four years. WPP is the biggest ad firm in greater China (36% of total billings), India (56%) and Thailand (39%).

Last year the Internet accounted for 7.5% of the total $151 billion spent on advertising in the U.S. But Americans are spending some 25% of their news and entertainment time on the Web. The ad spending will catch up. Digitally focused firms accounted for 12% of WPP’s total revenues in 2007.


Marketing Annual 2008 – DataCenter

Advertising Age

2008annual180The names, stats and insight you will need for the coming year in marketing

Advertising Age’s Annual 2008, published Dec. 31, 2007, offers data on marketers, media and agencies, including a directory of marketing and agency executives for the nation’s top 50 advertisers.

pdf_icon Download the electronic version of Media Family Tree 2006 free of charge. 

pdf_icon Download the electronic version of Digital Marketing & Media – FactPack 2007 free of charge. 

pdf_icon Download the electronic version of Search Marketing – FactPack 2007 free of charge. 



Talking about ChangeThis :: The Long Tail

ChangeThis :: Manifestos


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