Académique Documents
Professionnel Documents
Culture Documents
wire.wpp.com
BrandZ
studies in India, LatAm
reveal marketing power
in growth markets
RESEARCH
Indian
brands on
the march
Staff Reporter
On your marks!
The worlds fastest man, Usain Bolt, is helping
Puma in its mission to become the worlds
fastest sports brand in a global campaign by
JWT New York. See The Works, page 22
Contents
VIEWPOINT
Beyond beans
THE WIRE
27 Farm Street, London W1J 5RJ
Tel: +44 (0)20 7408 2204
E-mail: fmcewan@wpp.com
Editor-in-Chief Feona McEwan
Editor Alexander Garrett
Art & Production Director
Malcolm Molyneux
Managing Editor
Sarah Ritchie Calder
Contributions to wire@wpp.com
The views expressed are
personal to the writer concerned.
Published on behalf of WPP,
27 Farm Street, London W1J 5RJ.
4-6
1 & 8-9
Climate of hope
Jon Steel outlines the Groups new
climate change campaign for the UN
WPPs Shanghai school graduates
10-14
15
16-17
32-34
68-69
70-71
FEATURES
Swimming with
the Stream
Interview with Ella Weston,
Stream director
22-26
30-31
Smart thinking
Spotlight on South Africas
social media specialists Cerebra
36-39
Crossing boundaries
Down Under
Market focus on Australia
41-47
48-53
Pitching to win
New business leaders share
their tips for success
54-58
60-62
63-65
66
72-74
75
USEFUL STUFF
Exclusive new biz tools
59
Get Connected!
76-77
Stay connected!
78
REGULARS
The Works
18-21
Bulletin
27
New In Digital
35
New Offers
40
Sustainability Matters
67
WPP companies
in this issue
4 VIEWPOINT
Beyond beans
If you can prove an
idea in advance, its
because it isnt new
VIEWPOINT 5
6 VIEWPOINT
Beyond beans
He suggests the rot set in
during the late 1950s and
early 1960s when business
education was slammed for
being too anecdotal and not scientific
enough. The business world reacted,
swung the other way, and a consensus
developed that any decision not based
entirely on analytical thinking, featuring
deductive or inductive logic, was somehow
illegitimate.
The problem with using only the left side
of the brain, he says, is that the analysis
of past data can only, at best, produce
reliable incremental results not gamechanging ideas and fundamental steps
forward. In my view, business needs less
incrementalism and more fundamentalism.
NEWS 7
8 NEWS
Indian brands on
the march
The combined value of the top 50
Indian brands is almost $70 billion and
their diversity indicates that India is
a fertile market for building valuable
brands irrespective of age, origin, structure,
category, ownership or price range.
The successful
international brands
have taken the time
to understand Indian
needs and tastes and
adapt to them
Key findings highlighted in the report
include:
Being meaningful and different builds
value: One such example is personal care
brand Colgate (28) even after 70 years in
India the brand has successfully remained
relevant and continues to differentiate itself
from the competition.
India has evolved into a brand
powerhouse: Its Top 50 most valuable
brands have as much Brand Power
(consumers predisposition to choose
that brand over another) as the global
Brand Value
US$m
Sector
9,425
Banks
8,217
Telecoms
6,828
Banks
3,536
Banks
3,034
Automobiles
2,812
Paints
2,164
Automobiles
1,882
Telecoms
1,721
Banks
10
1,636
Telecoms
Brand
NEWS 9
10 NEWS
How a team of
WPP agencies decided
to try and save the planet
CLIMATE
Jon Steel
ONE Saturday morning, in
July of last year, I broke my
normal weekend rule and
checked my email. I was
surprised to find around
10 new messages from Sir
Martin Sorrell, interspersed with around the
same number from someone named Al Gore.
How strange, I thought, that someone with
the same name as the former US Vice-President
should be writing to me.
It was stranger still to find myself, just a
couple of months later, sitting on a sofa in Al
Gores living room in Nashville, as the former
Vice-President and Nobel Laureate presented
his slide show on climate change, made famous
in the 2006 movie, An Inconvenient Truth.
VP Gore had worked for many years with The
Glover Park Group, a strategic communications
agency in Washington, DC, that joined
WPP in 2011. Through that relationship,
he asked whether any other WPP agencies
might be interested in creating an integrated
communications campaign, to put pressure
on world leaders to commit to reductions in
carbon emissions. (These commitments would
be discussed at a United Nations Summit in
New York on September 23 2014, and ratified
at the UN Framework Convention on Climate
Change in Paris in December 2015.) Sir Martin
turned the request over to me, and to worldwide
creative director John OKeeffe, and asked us
to gather a team of individuals and companies
who could help.
With me in Nashville for our first briefing
were former WPP Fellows Will Galgey, CEO
of The Futures Company, Melissa Parsey, a
group planning director at JWT New York,
and Kiernan Schmitt, strategy director at
Blue State Digital. The Glover Park Groups
Dagny Scott, a long-time collaborator with
Al Gore, also joined us.
We are entering a period of consequences,
VP Gore told us, invoking Churchill. And we
Why
have a moral duty to act now.
And therein lies the key to our brief, and to
the subsequent campaign. There is no longer
any debate in the scientific community about
climate change and its causes. More than
97 per cent of scientists who have studied it
conclude that the world is getting warmer as
a result of human activity. Every National
Academy of Science agrees. There is now
more carbon dioxide in our atmosphere (400
parts per million as of April 2014) than at any
not?
time in the last 800,000 years, and probably
more than at any time in the last 4.5 million
years. With higher carbon levels come higher
temperatures. And with higher temperatures
come melting ice and rising waters; increased
likelihood of superstorms, droughts, wildfires
and extreme temperatures; diseases spreading
into new areas; diminishing food and water
supplies; and political instability. The majority
of the population in most countries already
understands the link between these problem
NEWS 11
Continued on page 12
12 NEWS
Why not?
Five WPP agencies were briefed Ogilvy &
Mather Shanghai, JWT and Blue State Digital in
New York, Grey London and George Patterson
Y&R in Sydney. We also shared the brief with
D&AD, for its global student New Blood
competition. (Blood and Gore it seemed
like a good fit.) In February, the five agencies
presented to VP Gore in London.
As we were weighing up the relative merits
of these presentations, there was a further
twist: UN Secretary-General Ban Ki-moon asked
Sir Martin for some help with communications
to run alongside the UNs process on climate
change in 2014 and 2015. As VP Gore was
already playing a prominent role in this process,
it seemed sensible to combine forces, and develop
a single, global campaign. The campaign would
run under the banner of VP Gores Climate
Reality Project, but it would have the support
of some powerful allies at the UN.
The Climate Reality Project leadership, and
the UNs communications and climate change
groups (to whom we presented in another
memorable meeting, on the 38th floor of the
UN Building in New York), agreed that the
campaign from GPY&R Sydney, created by
executive creative directors Bart Pawlak and
David Joubert, was most appropriate for
this global task. It was based on the simple,
universal truth, that in every part of the world,
in every language, the first questions asked by
a child are:
Why? and Why Not?
We ask the first question to understand the
world around us, and the second to change
it. Anyone who is a parent will know how
persistent their children can be in asking these
questions, and how difficult it is to satisfy them.
It is also true that the older we get, the more we
seem to accept and the less we tend to question.
GPY&Rs campaign posed those questions,
to highlight both the problem of climate
change, and potential solutions. The idea was
to engage the citizens of the US, China, India,
Australia, Brazil, Canada, South Africa and
the Philippines identified by the UN as the
eight key nations in the process and have
them in turn ask the questions of their friends,
We have a moral
duty to act now
The campaign launched on August 14 with
an appeal to 13 to 21 year-olds around the world
to be the voice of their generation at the UN
Climate Summit on September 23. They were
invited to submit audition videos, asking why?
and why not? questions of world leaders.
In just four weeks, we received thousands
of audition videos, each of which would have
taken at least one hour to plan, film, edit and
upload. (Not bad for a generation whose
supposed short attention span is matched only
by its desire for instant gratification). In total,
85 countries were represented.
Eight winners were selected: two young
people from India, and one each from the
Philippines, Botswana, Brazil, US, Australia and
the UK. Vice production teams filmed each of
them in their homes, and began to edit a final
video to be played at the opening session of the
UN Summit.
Continued on page 14
NEWS 13
On the march: 400,000 people took to the New York streets to spread the Why Not? message
14 NEWS
Why not?
On September 21, around
400,000 people marched
through the streets of New
York City, while hundreds
of thousands more marched
in other cities around the
world, to call on their leaders
for action on climate change.
Our Why? Why Not?
banners led the way.
Two days later, the UN
Climate Change Summit
opened to live speeches from
Ban Ki-moon, New York
Mayor Bill de Blasio, VP
Gore, Leonardo DiCaprio Young voices: VP Gore meets the UKs Amy Farrer and other
and Kathy Jetnil-Kijiner, a winners at the UN Summit in New York
poet from the low-lying and
critically threatened Marshall Islands, in the across national boundaries. Our work will be
Western Pacific. Around 160 heads of state also contextually and economically driven, and in
saw our video, and no one with a heart could phase two will likely focus much more on the
have failed to be moved by what they saw and Why Not? part of our message.
It has been a great privilege to participate in
heard. Seven of our eight young presenters
were at the UN as guests of the Climate Reality the development of this campaign, with such
Project; they all described it as a life-changing an eclectic, passionate group of people from
agencies all over the WPP world. I would like
experience.
Following the opening ceremony, individual to take this opportunity to thank them all and,
nations made their initial commitments on of course, those who have given us permission
emissions reduction. Over the next 15 months to continue our immersion. There is no more
we will extend our campaign to increase important issue facing our planet, and I, for one,
pressure on the governments of key nations to dont ever want to look my own children in the
strengthen and increase these commitments, and eye and admit that I knew, and did nothing.
As Churchill once said, This is not the
hope to engage the help of the nation states of
end.
It is not even the beginning of the end.
business whose power and influence extends
But it is, perhaps, the end of the beginning.
The campaign and the fight to break the
political deadlock and achieve meaningful
action continues.
No one with a
heart could have
failed to be moved
by what they saw
and heard
NEWS 15
16 NEWS
Skills on show
Partnership Program
Results 2014
GURGAON: NOT many campaigns make
a significant difference in the lives of a
million people, but the winner of this years
WPP Partnership Program award can justly
claim to have done exactly that.
Skill India Mission was a project for Indias
National Skill Development Corporation
that set out to address the issue that skills
are
traditionally
afforded
less
respect in India than conventional education
and meet the challenge of persuading
Indians to take up the opportunity to
acquire new skills. Within seven months
of the roll-out of the pro-skilling campaign
(TV ad above), more than a million people
had signed up, with enquiry calls soaring
from 500 a day to 32,000. Indias Finance
NEWS 17
WINNER
RUNNER UP
Lead Company
Lead Company
Partnering Companies
Partnering Companies
Dialogue, London
MEC, London
Grey POSSIBLE, London
The Social Partners, London
Client
Client
United Biscuits, UK
Project
Project
McVities SWEEET
HIGHLY COMMENDED
Lead Company
Red Fuse
Communications,
Hong Kong
Partnering Companies
Y&R, Taguig City
MEC, Taguig City
Kantar, Mandaluyong City
(Philippines)
Client
Colgate-Palmolive,
Philippines
Lead Company
Y&R, Budapest
Partnering Companies
MEC, Budapest
Wunderman, Budapest
TNS, Budapest
MEC Interaction, Budapest
Portland, Budapest
Brand Asset Consulting,
Budapest Mac Mester,
Budapest
Client
Project
Erste Bank
Palmolive No Comb
Revolution
New Platform
Project
Lead Company
Ogilvy Public Relations,
New York
Partnering Companies
Burson-Marsteller,
New York, London, Shanghai
Hill+Knowlton Strategies,
New York, London, Beijing
Direct Impact, Washington DC
Social@Ogilvy, New York
Blue State Digital,
Washington DC, New York
Team Detroit/Content Factory, Dearborn
Ogilvy Public Relations, London
Ogilvy & Mather, Shanghai
Pulse, Melbourne
Client
Ford Motor Company
Lead Company
Project
Partnering Companies
Cohn & Wolfe, New York
Darwin, New York
Ogilvy CommonHealth
Medical Media, Parsippany
Osprey/GHG, Stamford
Client
Bayer Healthcare
Pharmaceuticals, Inc.
Lead Company
Red Fuse, Mumbai /
Bates CHI, Mumbai
Partnering Companies
MEC, Mumbai
Quasar, Mumbai
Genesis Burson-Marsteller,
Mumbai
Bates Sercon, Mumbai
Client
Lead Company
Geometry Global, Hong Kong
Partnering Companies
Ogilvy Public Relations, Hong Kong
Social@Ogilvy, Hong Kong
Redworks, Hong Kong
Mindshare, Hong Kong
Project
Colgate-Palmolive, India
Client
Collaboration to launch
a breakthrough oncology
therapy!
Project
Colgate Visible
White Launch
Project
18 SHOWCASE
The Works
SHOWCASE 19
If you have a great piece of client work that youd like to share with the WPP world
and beyond, please email the work and a short description to wire@wpp.com
and/or facebook@wpp.com. (Please ensure you have client approval to publish.)
20 SHOWCASE
The Works
SHOWCASE 21
If you have a great piece of client work that youd like to share with the WPP world
and beyond, please email the work and a short description to wire@wpp.com
and/or facebook@wpp.com. (Please ensure you have client approval to publish.)
PEOPLE 23
Swimming
with the Stream
24 PEOPLE
Swimming with
the Stream
As director, Weston is keenly aware
of the responsibility this confers on her
to make and break egos, but says the
overriding objective is to gather the most
productive group of people. The brief we
send to agencies who nominate their own
staff and clients is: send us your current
leaders, and your rising stars, she explains.
We are looking for the people who
contribute most to their own business,
but not someone who will sit at the back
of the room and send emails from their
BlackBerry they need to be people who
will contribute.
In any case, the aim is to have 80 per
cent new faces every year, in order to give
the widest number of people access to
Stream, and to ensure that each event is
fresh and different. And theres a wild card
scheme whereby four places can be won
on merit; this year by submitting the best
creative use of technology spotted in the last
12 months.
Stream was originally inspired by the
Israeli investor Yossi Vardi, who set up
his own event called Kinnernet in a bid to
promote innovation. Its completely crazy,
PEOPLE 25
26 PEOPLE
Swimming with
the Stream
In any case, she stresses, Stream delivers
serious value to WPP on a number of fronts:
it brings in new client business, it has
proved a source of digital acquisitions, and
helps WPP agencies build relationships with
digital partners, to give three examples.
Weston may not have anticipated the
direction her career would take when she
graduated from Exeter University with an
English degree in 2007, but she says she
did have a plan. I wanted to find and
work with the smartest people I could.
After a number of media roles, spanning
documentary films, start-ups and events, she
became involved in a political engagement
project, designed to get more people to vote
in the EU Elections, and made a connection
with Peter Dart, WPPs global client leader
for Unilever, securing support from H+K
Strategies. A role helping at Stream in
NEWS 27
Shanghai open
Bulletin
www.groupm.com
Upwardly mobile
Mindshare Indonesia has won Agency of
the Year in Mobile at the Mobile Marketing
Association APACs SMARTIE awards.
The agency also won Gold in the Product/
Services Launch Category for the Citra
Night Call Campaign, while Mindshare
APAC won the Agency Network of the Year
title.
www.mindshareworld.com
www.futurescompany.com
Customer focus
TNS has struck a partnership with
Medallia, a leading software firm in
customer experience management
(CEM) that will help clients on the
road to becoming a customer-centric
organisation. The partnership uses
Medallias real-time customer feedback
solution, to deliver feedback on a daily
basis.
www.tns.com
Vatican online
www.lightspeedgmi.com
http://scholas.social
Faster version
28 PEOPLE
Vikram Sakhuja,
global CEO, Maxus
Happiness is?
To seize the moment and extract all you
can from it. Happens best when senses
are being tickled: book, music, theatre,
film, sport, food, a small achievement; and
when company is good: family, friends and
occasionally alone.
PEOPLE 29
30 DIGITAL
Picture power
INSTAGRAM is maturing quickly. It
launched in October 2010 and less than
two years later (in April 2012) was bought
for a staggering $1 billion by Facebook.
Last year Instagram opened advertising to
a small group of advertisers and now has
plans to extend this in three more markets
Australia, Canada and the UK. During this
time its scale has continued to increase. In
April it claimed a global user base of 200
million users a month, up 50 million from
six months prior. This all adds up to an
exciting new scalable social ad platform.
Instagram is looking to capitalise on
its growth, but not at the expense of its
growing audience, with strict controls on
the style of ads shown. Initial advertisers
were encouraged to draw creative
inspiration from the community and create
ads that were engaging and felt natural in
peoples feeds. Advertiser attempts to date
reflect this approach and overall this is a
good thing. Its positive that Instagram
has a strong composition of the desirable
18-34 age group (over 50 per cent in
the US). Its also good that initial data
suggests that some brands are seeing lifts
in ad recall measures and this may not
be unrelated to research which indicates 65
DIGITAL 31
There is a
difference
between visual
advertising
and visual
storytelling
32 DIGITAL
Information,
meet image
Staff Reporter
KANTAR could build a global business in the fastemerging business of data visualisation following
its acquisition of specialist agency Graphic.
The London-based agency has been bought by
Kantar from the Guardian News & Media. Kantar
companies had previously worked with Graphic,
and the agency created an infographic in WPPs
latest Annual Report.
Aziz Cami, Kantars creative director, said:
One of the things clients are increasingly asking
us for is more impactful presentations that make
sense of their data and enable them to make smart
decisions around our insights. Data visualisation as
a technique is a fantastic method to tell complex
stories in simple way.
He added: But while this is a burgeoning
business very few significant commercial organisations are doing it; many of the best exponents
are in media groups like The Economist, Bloomberg
and the New York Times, and others are one or
two-man geek outfits doing it with an art focus.
Very few have the professionalism and potential
scaleability of Graphic.
Continued on page 34
DIGITAL 33
More than words: visualisation for WPP Annual Report (left) and insurance market Lloyds (above)
34 DIGITAL
35 DIGITAL
Planning tool
tenthavenue and TNS have
jointly launched mFluence,
a global planning insight
tool developed by mobile
marketing agency Joule.
mFluence utilises data from TNSs Connected
Life survey of 55,000 internet users in 50
markets to help media planners answer a
wide range of questions. It reveals how paid,
owned and earned media channels impact
on consumer behaviour and empowers
media planners to cluster audience segments
based on actions, behaviours and activities.
www.tenthavenue.com
www.jouleww.com
Extra mobile
POSSIBLE, part of WPP
Digital,
has
acquired
mobile developer Double
Encore in the US. Based
in Denver, Double Encore
employs 55 people, developing mobile
apps for brands for iOS and Android
operating systems. Clients include Major
League Soccer, JetBlue, PGA TOUR,
Kingston Technology Company and
Meredith Corporation.
www.possible.com
New in Digital
Brazilian double
JWT has beefed up its digital capabilities
in Brazil with two new acquisitions. Blinks
is an 81-strong search engine marketing
agency based in So Paulo specialising in
sponsored links campaigns and other performance media. Try is an experience agency
that designs and develops custom web,
mobile, desktop and touch-enabled applications. Also based in So Paulo, it employs 22
people and clients include Ita Bank, Porto
Seguro, Electrolux, SKY, Serasa-Experian,
Havaianas and Kate Spade.
www.jwt.com
Shop front
WPP Digital company Salmon has snapped
up e-commerce specialist Neoworks
to broaden its offering. London-based
Neoworks implements e-commerce sites
based on SAPs hybris technology.
www.salmon.com
Indian odyssey
AKQA has opened a new engineering
centre in Gurgaon, India that will focus on
building expertise with the worlds leading
platform vendors. The centre will also
provide specialist Adobe Marketing Cloud
services for AKQA clients worldwide.
www.akqa.com
Oscar material
WPP has made a strategic investment in
Indigenous Media, a new digital studio
that produces high-quality scripted content
and develops channel brands for content
distribution, founded by Oscar, Emmy
and Tony award-winning film makers Jon
Avnet, Rodrigo Garcia and Jake Avnet.
WPP is taking a significant minority
stake along with ITV, the UKs largest
commercial broadcast network. WPP
and ITV will contribute advertising and
distribution expertise, allowing Indigenous
Media to focus on creating content that
will attract brand sponsorships, and global
distribution on multiple platforms.
36 CLIENT OFFERING
CLIENT OFFERING 37
Social central
JOHANNESBURG: OUR
focus is on de-mystifying
what social media means
for corporate brands, says
Mike Stopforth, founder
and CEO of South Africas
Cerebra which joined
WPP last November.
Unusually, as might be
inferred from its name,
Cerebra places as much
emphasis on developing
its thinking, plotting the future and finding
answers to unsolved problems as it does to
creating social campaigns for clients.
Cerebra began as a communications
agency with a digital and social focus in
2006; the decision to refine that came five
years later. We realised there were many
partners who could provide contents
solutions and community management
solutions, so we needed to either diversify or
become even more niche, says Stopforth.
We elected for the latter to focus on the
impact of social technology and trends on
our clients, both from a brand and employee
engagement perspective.
Cerebras offer is delivered through
four divisions. Insights generates data
and insights in the form of analytics,
reports, reputation management and
customised research projects; Advisory
offers consulting, developing frameworks
and models, that are practically applicable
for clients; Academy offers education
and training including masterclasses on a
range of social media issues; and Agency
The Experts
Continued on page 38
38 CLIENT OFFERING
Social central
The last year has seen a concerted effort
to articulate Cerebras viewpoint in a series
of editorial features and ebooks on topics
ranging from guides on individual social
platforms to data privacy, second screening,
social commerce and other key issues.
There is an altruistic element in the
same way as when someone contributes
to Wikipedia, says Rodney, but we also
believe there is commercial benefit in the
long run. We believe knowledge is power
only in so much as it is shared. We want to
define social business and what it means for
our clients, but also how that is executed in
practice.
Stopforth adds: There is a correlation
between the value of work we do for clients
and their level of understanding of Cerebra.
When they think we are a Facebookposting company we have the least fruitful
relationships; so part of our editorial drive
is to put out a wish list of things we want
to be working on. The aim is to be seen as
much more than a social media agency.
The desire to put thinking in the
foreground manifests itself in various ways
from proactively presenting at conferences
to encouraging the rank and file to put their
We want to define
social business and
what it means for our
clients, but also how
that is executed
in practice
CLIENT OFFERING 39
www.cerebra.co.za
Founded: 2006
Offices: Johannesburg
Employees: 40
Services: Insights, consulting,
education and training, campaigns,
content and community management
for social media
In WPP: Cerebra is part of Wunderman
Contact: Craig Rodney,
craig@cerebra.co.za
40 COMPANIES
ZappiStore, GLOBAL
Automated market research
New Offers
A round-up of the latest
new service offerings and
additions to the Group
Epigram, BRAZIL
Branding and identity
Brand Union has acquired a 60 per cent
stake in Brazilian branding and identity firm
Epigram. The companys services include
identity development, graphic design and
packaging, architecture and retail space
design for clients including MasterCard,
Telefonica, Vivara, Giraffas and Delboni.
Founded in 2004, Epigram is based
in So Paulo and employs 60 people.
www.brandunion.com
InsightExpress, US
Analytics
Millward Brown has acquired InsightExpress, a provider of media analytics
and market-ing accountability solutions,
in the US, and is combining it with Millward
Brown Digital. The companys clients include
NBCUniversal, Google, Net-flix, Hulu and
Microsoft. Founded in 1999, the comp-any
is based in Stamford, CT, with offices in
New York, Chicago and San Francisco and
employs 100 people.
www.millwardbrown.com
Keyade, FRANCE
Digital search marketing
GroupM has agreed to acquire Keyade, a
leading digital search marketing agency in
France. Founded in 2006 and employing
around 75 people in Paris and Dubai, the
agency specialises in performance-driven
online media purchasing. Clients
include La Redoute, Air France
and Interflora.
www.groupm.com
SHOWCASE 41
Following this
years success at
Cannes, WPPED Cream
highlights the best work
our companies do
AWARDS
Our
Cream
Team
There have been many, many winners from WPP
companies at Cannes and other awards competitions
in the last 12 months, but now its time for some
internal recognition. The WPPED Cream awards
draw on judging panels from among our companies to
pick the best work from around WPP in nine different
categories with Healthcare joining for the first time.
Featured here are the Crme de la Crme awards
the winners in each category, some familiar, others
less so. But to see the full story visit the microsite at
http://www.wpp.com/wppedcream where you
will find dozens more examples of the outstanding
work produced across the Group.
Continued on page 42
42 XXXXX
42 SHOWCASE
DIRECT
Crme de la Crme
OgilvyOne, London
British Airways: Magic of Flying
OgilvyOne built the worlds first posters that
reacted to planes flying overhead. Using custom
technology, the system interrupted the digital
display just as a British Airways plane passed
over the poster sites, revealing a child pointing
up at the plane, accompanied by the BA flight
number and the city the plane had flown from.
SHOWCASE 43
HEALTHCARE
Crme de la Crme
Red Fuse Communications,
Hong Kong (with Y&R,
Malaysia and Y&R, Myanmar)
Colgate-Palmolive: Turning
Packaging into Education
Red Fuse turned ColgatePalmolives product packaging
into classroom posters in what
Jury chair John Zweig, chairman
of WPPs Healthcare and
Specialist Communications,
says is A fabulous case from
rural Myanmar. It dramatizes
what is perhaps the single most
powerful and compelling fact
about our role in healthcare
that communication itself can
be part of the cure!
DIGITAL
Crme de la Crme
Ogilvy & Mather Paris
Scrabble: Scrabble WiFi
Like the traditional game, Ogilvy &
Mathers Scrabble WiFi is a playful
way to get free WiFi connection
by spelling words. Peoples words
served as WiFi passwords, and their
scores translated into free minutes
of connection. Based on Scrabble
rules, the higher the score, the
longer the connection.
Continued on page 44
44 XXXXX
Continued
from page 43
44 SHOWCASE
ADVERTISING
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Grey, London
The Sunday Times Rich List:
Bono/Macca/Sugar
Greys outdoor, digital,
in-paper, print and POS
campaign for the 25th
anniversary of the Sunday
Times Rich List charted the
financial fortunes of some of
the famous names featured
on the list. Famous faces,
including Paul McCartney,
Alan Sugar and Daniel
Radcliffe, were depicted in bar
graphs measuring their wealth
as reported in the list over the
years, with each bar made up
of photos of the individuals
from year to year.
PUBLIC RELATIONS
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VML, Kansas City
MINDDRIVE: Social Fuel
VML developed an awareness campaign for
MINDDRIVE, a Kansas City-based program educating
at-risk young people, which converted social interaction
into watts to power an electric car. Using this social fuel,
MINDDRIVE students drove the vehicle to Washington
DC to brief government officials on MINDDRIVEs work.
In all, 481 news outlets in over 14 countries covered the
story, reaching philanthropists who are now helping to
open new programs across the US and in Australia.
INTEGRATED
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Geometry Global, Bogota
and Ogilvy & Mather, Bogota
Colombias Ministry of
Environment and Natural
Resources: The Lionfish
Invasion. Terribly Delicious.
SHOWCASE 45
Continued on page 46
46 XXXXX
46 SHOWCASE
Continued
from page 45
SHOWCASE 47
DATA INVESTMENT
MANAGEMENT
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TNS, Poland
The Biggest Report in the World
TNS Polska revealed the results of
their report Advertising in Public
Space in Poland in a huge 207m2
outdoor infographic, hand painted
by TNS people on the side of a
building in central Warsaw. The
report energised debate about
public space between citizenry,
MPs and local authorities, amidst
strong media coverage. A big
idea in every sense of the word,
say Jury joint chairs, Kantars CEO
Eric Salama and creative director
Aziz Cami.
MEDIA
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Maxus, Delhi
Tata Tea: Power of 49
Jury chair Mathew Mee, global
chief strategy officer of MediaCom,
describes this as: A big idea, rooted in
contemporary Indian cultural issues,
Maxus and Tata Tea have created a
piece of work that has had a major
impact on the empowerment of women
and their participation in the political
process (as well as growing the
brand) a combination of audacious
thinking, coupled with rigorous,
detailed execution
48 REGIONAL
Crossing
boundaries
Down Under
Australia is a model
for the kind of
collaboration that WPP
is aiming to achieve
around the world
REGIONAL 49
50 REGIONAL
Buzz off: in Papua New Guinea, GPY&R Brisbane created a mosquitorepelling carton for SP Lager to make BBQs safe again
Chasing boundaries
Down Under
Another key transaction was the
acquisition in 2005 of one of Australias
best-loved advertising agencies, George
Patterson, founded in 1934 and affectionately
known as Patts. It subsequently merged
with Young & Rubicam to create one
of Australias leading agencies, the 600strong George Patterson Y&R. Y&R
Groups Blaze Advertising, specialises in
employment and property, with offices in
six cities.
Grey Group, meanwhile, has agencies
in Sydney, Melbourne and Canberra and
has recently received a welcome new
business boost in the form of the
Volvo account, and WorkSafe
Victoria, after losing its
longest-standing
client,
the Transport Accident
Commission last year.
REGIONAL 51
52 REGIONAL
Chasing boundaries
Down Under
A third dimension of
collaboration is a clientfocused Digital Next Australia
(DNA) conference jointly created
by GroupM, TNS and GPY&R with
Burson-Marsteller, which recently
took place in Sydney and Melbourne.
The event is now in its sixth year and
explores how digital has had a powerful
impact on the ways in which brands and
consumers relate to each other, challenging
marketers and their agencies to identify
strategies to drive business growth in a
connected world.
Worm turns: JWT Sydneys spot for worm treatment Combantrin won Bronze at Cannes Health
REGIONAL 53
Rip it: VML Sydney created an app for Rip Curl to help surfers find the perfect wave
54 BEST PRACTICE
BEST PRACTICE 55
George:
Its all of those and
none of those, as these factors are
increasingly price of entry. Ironically,
differentiation is one of key things we
sell, and clear differentiation is very
difficult to achieve at most agencies.
Clients bemoan that many pitches
look and feel the same. At the end of
the day, what changes everything is
the caliber of talent and delivery of
relentlessness that will win the day.
Kary: Getting on the list is all about
reputation if the client or consultant
doesnt think you are good enough or
right enough or have the capabilities
it is impossible to talk your way in.
Every pitch weve ever begged into we
got cut in the first round.
Ajaz: Word of mouth is the single
biggest factor in creating an
opportunity in the first place. Clients
speak to other clients, so the best source
of new clients is ensuring that existing
clients are happy with the quality of the
work they get. The biggest mistake
agencies make is looking for the next
new shiny object, rather than ensuring
they are looking after existing clients.
Continued on page 56
56 BEST PRACTICE
BEST PRACTICE 57
58 BEST PRACTICE
BEST PRACTICE 59
60 GROUP DEVELOPMENT
Transforming
IT for the future
LONDON: WPPs competitive landscape
is changing significantly as technology
giants see rich opportunity in the world of
digital marketing and clients seek to get
increasing return for their investment. One
consequence is an urgent need to upgrade
the Groups IT capabilities.
In February this year, WPP recognised
this need when it appointed Robin Dargue
as Group CIO, a newly-created post.
Dargues role sees him spearheading the
IT Transformation Program, an initiative
that will transform WPPs IT architecture,
accelerate the ability for companies to
connect together, and enable the Group to
be a powerful competitor in the emerging
digital marketing landscape.
The first tangible elements of that
initiative have already been unveiled with the
announcement of a new IT organisational
structure for WPP, created with the global IT
leaders of individual operating companies,
and the appointment of some key players
who will lead the transformation.
A new organisation, Coretech, will
There is a growing
recognition that we need
shared systems that
can be used by all
our companies
working together
GROUP DEVELOPMENT 61
62 GROUP DEVELOPMENT
Transforming IT
for the future
These companies are well versed in
delivering large scale technology projects
and have a set of global integrated tools
and technology project management
methodologies.
Agility and speed are the new
benchmarks of our business, says Dargue.
As the benefits of horizontality in marketing
services become increasingly apparent, one
single WPP IT backbone, connecting our
best resources, will allow our people to
share knowledge and make WPP a much
more responsive organisation.
The IT Transformation Program is
designed to have three key areas of benefit:
it will drive greater efficiency; it will
enhance the security and robustness of
Group systems; and it will meet the need
for companies to collaborate fully in global
client teams and other partnership projects.
Client-facing IT whether it be digital
marketing campaigns, marketing technology
innovation, or client engagement will
remain inside WPP companies,
RESPONSIBILITY 63
Leading ladies of the ad world: (from left to right) Shelly Lazarus of Ogilvy & Mather,
Helen Lansdowne Resor of JWT and Charlotte Beers of O&M and JWT
Empowering women
Staff Reporter
MORE THAN half of all the people working
for WPP companies are female some 54
per cent and women make up 32 per cent
of executive leaders and 47 per cent of all
senior managers. The Group is committed
to addressing the drive towards greater
gender balance as part of its overall policy
on diversity.
As the 2013/14 WPP Sustainability
Report puts it: It is essential that women
are able to fulfill their potential throughout
their careers with WPP companies, including
reaching the upper echelons of management
in the Group.
Each WPP company is only as good as
the creativity and insights of its people, the
report argues. Our emphasis on inclusion
64 RESPONSIBILITY
Empowering women
WPP Women is a new initiative in the
UK which brings together senior female
leaders to consider issues which affect
women and their ability to perform better.
It has been started by Frances Illingworth,
the Groups global recruitment director,
who is running the network together with
Mel Varley of MEC and Candace Kuss from
H+K Strategies.
Illingworth says: WPP Women meets by
invitation and has met twice so far. It started
originally because I wanted to introduce the
organisation Women on Boards, of which
WPP is a media sponsor. Women on Boards
exists to identify senior women who can be
elevated to the boards of companies across
the UK, and we already have quite a number
who are looking for those non-executive
positions.
The senior network, she says, will
discuss policy on key issues such as women
returning to work after maternity, or
mentoring programs. Its a way for us to
share the information and knowledge we
have, and we have already identified six
areas where we will collect data and set up
programs, says Illingworth. The intention
RESPONSIBILITY 65
Contacts:
WPP Women, X Factor,
fillingworth@wpp.com
WLPN, wlpn@ogilvy.com
Helen Lansdowne Resor Scholarship,
jocelyn.weiss-malas@jwt.com
66 RESPONSIBILITY
Mad Women:
A Herstory of
Advertising is
published by Olika Publishing
and available from Amazon.
More information at:
http://madwomen.info/
SUSTAINABILITY 67
Endangered species
Sustainability
Matters
Early detection
In the United
Arab Emirates,
it is particularly
difficult to talk
to women about
breast health in
public, so JWT
Dubai and Friends of Cancer Patients took
an innovative approach to improve early
detection rates. In Feel for the Signs, a fleet
of 50 pink taxis reserved for and driven
by women only, courtesy of the Dubai
Taxi Corporation, featured seatbelt straps
with an artificial lump designed to rest on
the passengers chest. When passengers
explored the lump, they found the message,
Breast cancer isnt always this easy to
find. Passengers were also presented with
an informative pamphlet; in some taxis,
pressing the lump activated an audio message
promoting regular breast cancer check-ups.
www.jwt.com/en/dubai/
Watercooler moment
In Y&R and VMLs latest collaboration
with the Partnership for a Healthier
America to encourage people to drink
more water, a talking Drink Up Fountain
Good credentials
For the fifth consecutive year, WPP has been
included in the Dow Jones Sustainability
Index (DJSI), the leading global index
tracking the financial performance of
sustainably-driven companies. The Group,
which has improved its ranking year-onyear, scored a very respectable 65 points,
compared to an industry average of 40.
www.sustainability-indices.com
68 SUSTAINABILITY
New
analysis shows the
Groups positive
effect on society
and the economy,
says Vanessa Edwards
PUBLICATION
Making
an impact
IN WPPs latest Sustainability Report,
we explain that sustainability is about
maximising our long-term contribution
to society, beyond just the profit we make
for our share owners. This supports our
relationships with our people, investors and
clients, who know they are associated
with an organisation actively seeking to
improve its impact. To help us to do this
we have started to measure and quantify
the contribution our business makes, as
well as the negative impacts associated
with our activities. This will enable us to
assess both the value our business brings
and where there are opportunities to
enhance our contribution. We hope that
over time this analysis can help us monitor
progress and become a useful tool in
business decision-making.
Vanessa Edwards is WPPs head of
Sustainability. Vedwards@wpp.com.
Read more and watch outstanding
pro bono case studies at
www.wpp.com/sustainability.
SUSTAINABILITY 69
70 SUSTAINABILITY
Exit strategy: JWTs TV ad for Kenco shows how a young man is rescued from life in a gang and trained
Gaining freedom
Staff Reporter
LONDON: TWO films by WPP companies
have brought audiences closer to the realities
of life for vulnerable individuals.
Rainey Kelly Campbell Roalfe/
Y&Rs TV, print and digital campaign for
SUSTAINABILITY 71
72 INSIDE WPP
Londons workspace
IT IS almost 30 years ago that WPP was
founded in a damp basement office in
Londons Lincolns Inn Fields. Since then,
the Groups UK presence has grown from
an original headcount of two to more than
15,000 people, most of whom work in the
capital.
Through multiple acquisitions and
organic growth over the years, the London
property portfolio grew to become a
ragbag collection of leased office space
dotted around the city, much of which was
unsuitable for new ways of working that
technology provided and clients demanded.
So, nine years ago, the Group real
estate team drew up a long-term plan to
e revolution
Co-operation from the top
management in Group
companies has been
instrumental in making
the London property
story such a success
INSIDE WPP 73
74 INSIDE WPP
Londons workspace
revolution
The real estate team works closely with
WPP-owned company BDG architecture
+ design; having helped London-based
companies adopt an agile working
environment, the strategy is now being rolled
out across other parts of EMEA. While
the hard cost benefits of agile working are
always seductive, these environments shape
and influence the company far beyond the
move-in date the new dynamics create
important soft benefits, such as business
cross-referrals and an enhanced culture and
spirit.
BDGs secret weapon in creating agile
working is their process of Advanced
Spatial Analysis, utilising the latest thinking
and software thats been developed out
of University College London. It enables
designers to plot optimal sightlines,
visibility, accessibility and wayfinding
throughout a space. This technique is being
used to great effect in the final piece of the
London property jigsaw: the planning and
design of Londons iconic riverside building,
Sea Containers House, where, in 2015, all
INSIDE WPP 75
Whats the
buzz in...
Yangon
Jason Copland and Nay Htut
Ko Ko of TNS Myanmar dodge
the monsoon rains and consider
how the capital is changing
Hot spots?
With the change in government in 2010
and freeing up of the economy, Yangon
is in transition. Restaurants and bars are
springing up to cater to well-heeled locals
and an influx of visitors. Recent additions
include the Gekko Bar and Union Bar &
Grill. For fine dining try Le Planteur or
Vino. Mondo serves fine Japanese cuisine
if you manage to find its small entrance.
Cool stuff?
Despite low incomes compared to
neighbouring countries, smartphones and
tablets have great appeal and wi-fi hotspots
Brands to watch?
Samsung. Coca-Cola. Carlsberg. Nescaf.
Sunsilk. Omo. Global brands are (officially)
coming to Myanmar for the first time in over
50 years. With the introduction of Ooredoo
and Telenor mobile operator services,
competition begins in the telecoms sector!
The must-haves?
Facebook account and smartphone.
Consumers are skipping PC-based browsing
and going straight to app-based mobile
internet use, which has implications for
brand owners. A car tops the wish-lists of
one in two households. And an umbrella is
a good friend during the monsoonal deluge
between June and November.
76 INSIDE WPP
Business development
Get Connected!
There are valuable
Group tools and
resources on hand that
can bring business
advantage your way...
News bulletins
Keep up to date via two free public online
bulletins: e.wire, a monthly three-minute
read on Group company and people
news, account wins, new offers and
industry trends; and Digital Loop, a
fortnightly newsletter on all things
digital from across WPP. Subscribe via
inside.wpp.com/ewire.
FactFiles
WPP produces regular FactFiles profiling
individual WPP companies, specific client
service offers and specialist skill areas,
available at inside.wpp.com/factfiles.
Has your company produced one? Email
factfiles@wpp.com.
Communicators meetings
The WPP communications team holds regular
get-togethers in London (The Clan), New
York (The Tribe) and China (The Village) for
WPP company professionals responsible for
managing their companys reputation to share
info and insights. Group companies are invited
to nominate one in-house representative
contact fmcewan@wpp.com for details.
Group intranet
Available exclusively to people in all WPP
companies, the intranet is your interactive
gateway to constantly-updated online info,
resources, tools and offers. Are you and your
company plugged in and profiled? Its simple
to get going at inside.wpp.com.
WPP publications
WPPs publications include the multi
award-winning Annual Report and annual
Sustainability Report; WPPs Atticus Journal
of original thinking in communications
services; and WPPED Cream books showcasing outstanding creative work from WPP
companies around the world. Most are available in pdf format from inside.wpp.com
or e-mail Harriet Miller, hmiller@wpp.com,
for copies.
www.wpp.com
WPPs public website is the portal for the
Groups global activities, experts and initiatives, plus links to Group company websites.
INSIDE WPP 77
78 INSIDE WPP
Stay connected!
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