Former Dentsu CEO Wendy Clark, current president of consulting group Consello, sees the renewed controversy around principal-based buying as a symptom of a more fundamental issue: the lack of open dialogue between brands and their agencies.
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Yes, the headwinds are blowing for digital advertising. There’s signal loss, regulatory scrutiny, platform privacy changes and a looming recession, to name a few. But McKinsey Partner Emily Del Greco sees opportunity on the horizon for commerce media and new forms of measurement.
Publishers, tech vendors, marketers and investors have been forced to adapt to a roller-coaster year caused by the coronavirus pandemic and racial inequality protests. In the process, their business needs have also changed, according to Matt Prohaska, who leads one of the industry’s most well-known programmatic consultancies. From his home in Fairfield, Conn., Matt explains […]
Snap is reorienting its ad strategy in rocky waters. On Monday, Snap’s chief strategy officer, Imran Khan, said he was leaving the company he helped take public four years earlier. Khan’s departure came shortly after the company reported in its Q2 earnings that its daily active viewers had dipped by 3 million, even as revenue […]
GroupM digital agency Essence on Thursday launched a data strategy unit, its latest shift in an ongoing reorg around audience-based planning and buying. To lead the new unit, Essence has tapped Jon Taylor, previously VP of operations and audience insights at Dun & Bradstreet. The data strategy team will guide clients through platform selection and […]
Dentsu Aegis’ Isobar will launch a new unit by merging its consulting capabilities with those of two corporate siblings at Dentsu, the agency announced on Thursday. Copernicus Marketing and Forbes Consulting, both subsidiaries of Dentsu, will be merged as an integrated division under the Isobar agency network. David Forbes, founder of Forbes Consulting, and Peter […]
Accenture’s digital services group Accenture Interactive “never set out to disrupt the agency relationship,” said Bob Barr, its managing director and global B2B commerce lead, but that’s pretty much what’s happening. “Just from a digital perspective, we’re a [roughly $7] billion agency,” Barr said. “When I tell that to people, they just stop and go, ‘Huh. […]
Many agree there’s a great need for holding companies to integrate their media buying structure “horizontally”: to collaborate rather than compete across groups. Is it possible the obstacle lies not with the agency, but with the client? Executives from Dentsu Aegis, IPG, Havas, Omnicom and WPP took up the question at the Modern Marketing Summit […]
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 […]
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 […]
When you think of big consulting firms operating at the intersection of technology and marketing, names like McKinsey and Deloitte come to mind. GroupM? Not so much. But WPP Group’s media investment arm aims to change that with a new consulting unit led by Ernie Simon, previously the chief strategy officer at Omnicom’s OMD. Unlike […]
