Welcome to the latest issue of R3LATIONSHIPS MONTHLY - our ongoing email update of trends and insights into the marketing industry
Why Facebook and Snapchat Are Spinning Off Mobile Incubators
According to a recent Adweek report, competition is heating up for gaining and retaining consumer attention on mobile devices, leading to a growing number of agencies buying into startups focused on emerging technology. Overall, 2016 was a huge year for mergers and acquisitions in the marketing sector, with the total deal value jumping 15% to nearly $14 billion. The learning curve of building these type of capabilities internally is to steep for many companies, so bringing in that talent from elsewhere has become essential to stay ahead of the game. Industry experts expect to see an increase in these types of deal this year, particularly in the realm of analytics and customer service management.
Study: Agencies Must Embrace Martech and Data To Survive
On a similar note, as the age of digital transformation is well underway, marketers will need agency partners with the technology chops going forward to help them connect with heir target consumers across all digital touchpoints. Data and analytics are key to attract and engage consumers, with 57% of marketers asserting that customer insight drives every important marketing decision they make. According to a recent Forrester/Adobe study, technology partnerships will be an area of emerging opportunity for agencies going forward, and whether or not they develop these capabilities internally or look to mergers and acquisitions to fill the gaps remains to be seen.
McCann Worldgroup, Mediacom Lead New Business League
In 2017's first creative and media Global New Business League round up, McCann WorldGroup leads the creative table off the back of several significant wins, including Verizon US, Chevrolet US Social Media and Mengniu China. In accordance with the growing trend of dedicated shops, WPP comes in second place after the Walgreens Boots Alliance selected them to provide a full range of global marketing services. On the media table, WPP's Mediacom takes the lead as a key player in the WBA dedicated shop. Publicis Groupe comes in second after winning the MillerCoors US business, and Carat round out the top three off the backs of their Standard Chartered win.
To see the full global New Business League tables, please click here.
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.