Welcome to the latest issue of R3LATIONSHIPS MONTHLY - our ongoing email update of trends and insights into the marketing industry
Keith Weed Talks Marketing Transformation
R3 attended the recent Percolate Transition conference in the US to hear Unilever CMO, Keith Weed, talk about the huge changes facing the marketing industry today. His keynote address covered four major areas that marketers need to be aware of for the future, they are:
Looking to the South and East - "Our head office in Mumbai is bigger than our head office in London, as is our head office in Shanghai."
Make marketing individual-focused - "Our marketing machine has moved from marketing at people to marketing with people, and in the future we will move to marketing for people." There's no better example of that than this recent Persil campaign.
Use Influencers at scale - "Brands need to have more dimensions than before, and influcencers are good way to do that."
Be Socially Responsible - "Sustainability is a huge part of our business model."
Omnicom Dominates Global New Business Charts for August
Holding Co. Omnicom dominated both the creative and media Global New Business League tables last month. BBDO held onto the number one spot after winning the AT&T and DirecTV business, while sister agency, DDB, jumped up four spots off the back of the recent McDonald's win. In the US, TBWA broke into the top 20 creative agencies after winning the Intel B2B business. On the media table, Omnicom also led the way with PHD and Hearts & Science, picking up the Volkswagen Global and AT&T US business, respectively.
Media Transparency Back in the Spotlight with Dentsu Scandal
Earlier this year, the ANA's media transparency report sent waves through the industry by revealing that non-transparent practices were widespread in the US. More recently, transparent media practices were back in the news in a big way when it was revealed that a subsidiary of Dentsu's Japan operations faced allegations of overcharging their long-time client, Toyota. The reports have prompted new scrutiny of the complex advertising ecosystem in Japan, the world's third-largest ad market, where Dentsu is a powerful force, and raised new questions about transparency issues in the ad market there. R3's Greg Paull commented, "If this is happening at Dentsu, one must wonder about the issues for Hakuhodo, ADK and all the other top Japanese agencies."
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.