Welcome to the latest Agency Wire, where we follow major trends in the communications and marketing industry.
Inside The World’s Largest Digital Agency
The world's biggest global digital agency network, IBM's internal digital agency iX, just got a little bit bigger. The agency, whose 2015 revenue was a reported $1.9 billion, recently acquired three digital agencies to boost its current 10,000 person head count by adding 800 digital specialists. The three acquisitions, Ohio-based Resource/Ammirati, Berlin-based Aperto, and Dusseldorf-based Ecx.io, will all keep their brands and operate as subsidiaries of the agency, and their client rosters include relationships with marketing giants like Adobe, Coke, Volkswagen, Airbus and more.
And it's not just iX that will benefit from the recent expansion, as the subsidiary agencies will now have access to IBM's data and analytics power, as well as their business strategy and design capabilities. iX is seeking to beef up its digital prowess to allow them to be involved at every step of the customer experience.
IBM certainly isn't the first consultancy to move into the advertising space, and iX, which is only two years old and already reporting nearly $2 billion in revenue, will put them in a strong position against other services firms, both in US and elsewhere.
The January New Business League and Holding Company M&A Rankings Are Out
In our first global New Business League of 2016, DDB jumped to the number one spot for creative agencies off the back of several wins, including Time Warner US, Jeep North America, and Alfa Romeo US. The media agency table saw a significant shake up, with Mediacom shifting from number seven to number one with a large win from Sony, and Initiative jumping to second place all the way from sixteenth.
For the New Business and M&A League full results, please click here and here.
See The World's 40 Best Technology Driven Marketing Approaches
In the latest of our "top 40" series, R3 has invested time to identify the worlds 40 best tech-driven marketing approaches in our report - AdTech 40. The digital ecosystem is expanding at breakneck speeds, and R3 was driven to identify the upcoming tech trends by client requests to look for best practice when integrating digital both into their own working processes, as well as into their agency relationships.
The 40 winning case studies span all types of technology – from data driven targeting and social listening, to outdoor experiences and virtual reality – and all different categories. Through the results we identified 10 key tech trends, as well as highlighted digital best practice for marketing teams and agencies alike.
R3 is a global marketing consultancy focused on improving the effectiveness and efficiency of marketers and their agencies. Founded in 2002, we work with eight of the world's top twenty global marketers.
Through our regular "AgencyScope" research, now covering more than 1,000 marketers in China, India and other markets, we are learning about true client preferences for the best local agencies in each market and helping agency holding groups form strategic partnerships with the best local agencies.