Advertising v3.0 by Chris Schaumann: Agencies

Agency 3.0

Fri, 23 May 2008 07:10:20 GMT

William Morris, Media Execs Create 'Agency 3.0' - Advertising Age - Madison+Vine: News

Hollywood'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

Wed, 21 May 2008 06:29:07 GMT

Digital Media - The voice of Asia's digital communications industry - MAGAZINE ARCHIVE - APRIL 2008

The 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

Sun, 27 Apr 2008 05:00:35 GMT

Kiss and Punch - Forbes.com

In 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

Tue, 04 Mar 2008 18:20:42 GMT

Advertising Age

The 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.

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

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

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

Agency Report 2007

Wed, 27 Feb 2008 08:25:59 GMT

Advertising Age - DataCenter: Agency 2007

TOP INTERACTIVE AGENCIES
RANK			U.S. INTERACTIVE REVENUE
2006	AGENCY [PARENT]	HEADQUARTERS	2006 REVENUE	%CHG
1	Avenue A/Razorfish [aQuantive]	Seattle	$235.4	24.1
2	Sapient* [Sapient Corp.]	Cambridge, Mass.	228.0	29.6
3	Digitas* [Publicis]	Boston	163.2	5.3
4	Wunderman* [WPP]	New York	113.4	NA
5	Rapp Collins Worldwide* [Omnicom]	New York	107.1	11.7
6	OgilvyInteractive* [WPP]	New York	103.2	13.2
7	Organic* [Omnicom]	San Francisco	102.0	41.7
8	AKQA	San Francisco	98.0	58.1
9	DraftFCB* (MS) [Interpublic]	Chicago/New York	94.1	4.3
10	IMC2*	Dallas	92.7	44.9

Download the electronic version of Agency Family Trees free of charge.

Most respected agencies (in UK)

1	Glue London
2	Dare
3=	AKQA
3=	Poke
5	Profero
6=	Graphico
6=	LBi
6=	R/GA

Most influential person (in UK)

Rank	Name	Title	Agency
1	Wayne Arnold	UK MD	Profero
2	Mark Cridge	CEO	Glue London
3=	Ajaz Ahmed	Chairman	AKQA
3=	Russell Davies	Planner and blogger

Thousands of Versions of Ads

Wed, 27 Feb 2008 06:49:45 GMT

It’s an Ad, Ad, Ad, Ad World - New York Times

It is only a matter of time until nearly all advertisements around the world are digital.

The plan is to build a global digital ad network that uses offshore labor to create thousands of versions of ads. Then, using data about consumers and computer algorithms, the network will decide which advertising message to show at which moment to every person who turns on a computer, cellphone or — eventually — a television.

More simply put, the goal is to transform advertising from mass messages and 30-second commercials that people chat about around the water cooler into personalized messages for each potential customer.

Greater production capacity is needed, Mr. Kenny says, to make enough clips to be able to move away from mass advertising to personalized ads. He estimates that in the United States, some companies are already running about 4,000 versions of an ad for a single brand.

Publicis is trying to carve out a niche as a middleman between those online giants and the consumer brand companies that buy advertising.

As the Internet emerged, Digitas developed a platform it calls Dashboards to break online ads into their components and figure out which pieces work for which audiences.

Advertising Is In 'A World Of Hurt'

Sun, 17 Feb 2008 09:46:53 GMT

Report: Advertising Is In 'A World Of Hurt'

Forrester Research believes today's ad agencies are not well-structured to take on tomorrow's marketing challenges, needing to move from making messages to establishing community connections. ...
Pushing messages would give way to encouraging voluntary engagement, and ongoing conversations would replace time-based campaigns. ...Consumers increasingly do not trust marketing messages. Instead, they rely on advice from friends and others in their various communities to make product decisions, while using tech tools to tune out ad messages they deem irrelevant. Digital agencies have gone farther, in Forrester's estimation, in centering their businesses around "interaction," but it finds them lacking in the branding skills of traditional shops.

Agency v2.0 posts by David Armano on Logic + Emotions Blog