Agencies

A change has happened among creative agencies in which they’re now using cloud-based solutions to develop their in-house creative ideas. Part of this has to do with the changing demands of business clients and the growing acceptance of crowdsourced content for marketing purposes. “Agencies are now being tasked with delivering high-quality content at a price […]

Beijing-based BlueFocus Communications has bought a majority stake in We Are Social, strengthening its Western presence and gaining a global social marketing capability. Under the deal terms, BlueFocus paid an initial $30 million for an 82.8 percent position in We Are Social, with additional incentive-based compensation doled out over the next three years. London-based We Are […]

WPP Group’s digital and direct marketing agency Wunderman and its media-buying agency MEC have launched a joint venture called CHOREOGRAPH to address converging client demands in paid, earned and owned media. The proliferation of cross-channel marketing campaigns and the subsequent need to marry transactional, customer and demographic data with audience-level information drove CHOREOGRAPH’s creation. “Over […]

Late last year, we asked a handful of senior execs at platform companies to answer the question, “What will happen next year in marketing and advertising that hasn’t happened before?” This year we invited some of those same contributors to evaluate their earlier forecasts and update them for 2014. The below is from Mark Grether, chief […]

Since its IPO in September – in which its share price more than doubled from $29 to $62 – media buying platform provider Rocket Fuel has pretty much shot the moon. In November, during its premier quarterly earnings disclosure, it reported top-line revenue growth of 132% and customer expansion from 406 in Q3 2012 to […]

WPP Group’s 24/7 Media – which will soon be absorbed into Xaxis – has acquired 12-year-old semantic ad-tech company Crystal Semantics and its 15 employees from previous owner Ad Pepper Media. London-based Crystal’s technology can be applied a few ways, said Rob Schneider, 24/7 Media’s SVP of corporate strategy and platform development. First, it offers straightforward […]

Publicis Groupe media shop ZenithOptimedia and its rival, IPG’s Magna Global, predict the global growth of ad spend through 2016 will come from a number of new channels – namely more dollars allocated to mobile and social buys as well as the penetration of programmatic in more countries. Mobile wave: While analysts have predicted that […]

Both agencies and ad partners draw comparisons between Twitter’s launch on Thursday of retargeting product Tailored Audiences and Facebook Exchange (FBX). Just how technically similar they are remains to be seen, but the industry is buzzing about the ad product’s cross-channel targeting potential. We asked some Tailored Audience partners, media agencies and a beta tester to […]

Omnicom Media Group’s trading desk, Accuen, has expanded its reach in the BRIC countries over the past year, and Jun Yuan, head of Accuen China, is navigating the unique challenges of the market. “As an agency, we started our RTB business in China last year, in April,” Yuan told AdExchanger, noting that the team is […]

In 2007, that WPP Group made big waves with its acquisition of display media technology firm 24/7 Media, worth $649 million. By bringing a publisher-facing ad server and network in-house, the holding company had staked out a tech ownership strategy that continues today. Today that premise lives on at WPP, but the 24/7 Media brand does […]

Consulting businesses are popping from the foliage like so many munchkins in Oz, eager to guide bewildered marketers – lost, perhaps dealing with head trauma – through a fragmented and hallucinatory media landscape to the yellow-brick…well, you get it. Last month, Starcom MediaVest Group took the wraps off a new advisory business called Zero Dot. The […]

The largest purveyor of Latin American-influenced food products in the United States, Goya Foods has come a long way from the “Goya, oh boy-a!” tagline it popularized in the 1980s. After reaching $1.3 billion in revenue last year, according to Forbes, the New Jersey-based, family-owned and -operated food company will continue to tap its core […]

With his company’s roots in lead generation, Vizury CEO Chetan Kulkarni is unequivocal about the importance of first-party data and the value it can create for advertisers. But, before one can begin using first-party data effectively, Kulkarni suggests defining it. “Let’s say we’re talking about a transaction – for first-party data, you need to ‘map’ […]

A progenitor of the agency trading desk concept and key advocate for programmatic buying within the agency world is leaving his multifaceted role at MDC Partners. For the past six years, Darren Herman’s business cards have carried titles including chief digital media officer at MDC media agency The Media Kitchen; CDMO at Kirshenbaum Bond Senecal […]

According to Merkle, Facebook’s Custom Audiences program and its related lookalike modeling tools lead the pack when it comes to customer prospecting. Merkle bills itself as a CRM agency, so the company knows a thing or two about database matching online. Paul Steketee, head of paid social and emerging media, said match rates on Facebook […]

Latin America marks great opportunity for media buyers and brands looking to monetize and scale their reach in emerging markets. In Mexico alone, eMarketer estimates total media ad spend was $5.2 billion in 2012. Yet understanding the cultural nuances of each Latin American country is as important as the financial and operational intricacies of the […]

Omnicom is going “all in” with a singular Data Management Platform offering that will support audience segmentation and ad optimization across its two key media agencies, OMD and PHD. Driving the platform consolidation is a deal with Aggregate Knowledge, a DMP recently acquired by Neustar for $119 million. Like many agencies, Omnicom already supported DMP functionality, but […]

Resonate has debuted a platform that measures consumers’ online motivations to help agencies better target campaigns across mobile, social and video. Dubbed Resonate Analytics for Agencies, the software is based on 4-year-old technology that statistically models people’s behavior online against in-depth, survey-based knowledge about their personal values to track how those values motivate the way […]

Google and Publicis Groupe’s MediaVest have signed an upfront agreement, with the media agency committing to spend a “significant amount” of ad dollars on YouTube and Google’s other display and mobile properties, including its ad networks. The deal is “open-ended” and simply involves the promise of spending a set amount in advance, perhaps up to […]

On Omnicom Group’s Q3 earnings call last week, CEO John Wren waxed poetic for a few minutes about the holding company’s investment in data, calling out a new director of applied data position at agency RAPP. Loren Grossman, the guy filling out that role, is charged with “deriving actions” from data platforms including DMPs, CRM systems […]

Deloitte Digital’s acquisition today of Seattle-based digital social media marketing agency Banyan Branch is a strong indicator that the management consultancy is vying for more agency share. Banyan’s 50-person team, which is broken down into social analytics/insights, engineering and design — as well as audience marketing talent, which Banyan defines as advocate/influencer activation and social […]

The lawyers may be scurrying and the deal fees mounting, but Omnicom and Publicis are still on track to complete their $35 billion megamerger by early 2014. The companies are making slow but steady progress on achieving regulatory approval for the deal, Omnicom CEO John Wren told investors on the company’s Q3 earnings call this morning. […]

Emmett Shine’s Bowery-based agency Gin Lane Media is not your everyday 25-person creative shop. The agency had early roots in women’s apparel; its founder and CEO began T-shirt company LOLA New York in 2005 while circumnavigating the downtown New York design and art scene. After securing a number of small projects that landed SeamlessWeb and […]

MAGNA GLOBAL Research has issued a new report this morning chock full of data that shows robust growth in programmatic buying of digital media. For starters, the company says that in the U.S. programmatic inventory (display, mobile, social, video) will hit $7.4 billion this year. Of that, $3.9 billion will be real-time biddable, which $3.5 […]

Essence has made another key hire from the Razorfish talent pool with its appointment of Christian Juhl as the digital agency’s CEO of North America. Juhl arrives from his former post as president, West, at Razorfish, where he managed four offices with a focus on integrated media, creative and technology lines of business. Essence, in […]

There’s a bright future for agencies in being effective purveyors of first-party data, said Brian Krick, the newest head of North American search and biddable for digital agency Essence. But, he said, they have to be willing to have tough conversations and break down barriers. Weaning channel-specific marketers off artificially inflated CPAs that don’t reflect true incremental revenue […]

Video demand side platform TubeMogul and IPG Mediabrands have expanded their work together in the UK, Australia and Japan as the two seek to build up their programmatic video operations in those countries. Their agreement also aims to deliver more seamless campaign tools to globally-minded US marketers. TubeMogul’s non-exclusive partnership with Mediabrands, which has largely […]

Notice how the cover-up of scandal is often worse than the original misdeed? The same is true when it comes to the appearance of a conflict of interest – if it looks like a conflict, you’ve got a conflict. That’s ultimately what led Starcom MediaVest Group CEO Laura Desmond to resign from the board of […]

Automation Is Coming. In panel after panel at New York’s Advertising Week, publishers and agencies heaped hate on ad selling inefficiencies and delivered eulogies for their mutual adversary, the insertion order. The big questions: Which players will be first to seize the automation grail? And how long will it take? The holding company trading desks […]

Mark Weninger, chief creative officer at Merkle, said there’s growing clamor outside of the creative fortress. Taking the stage at Advertising Week on behalf of the customer relationship-marketing agency, he alluded to a force that’s “armed with zetabytes of numbers and analysis.” The new competitive differentiator in advertising is the person or platform that holds […]