Paid Social Requires ‘Being a Strategist at Heart’: Essence’s Deborah King

LONDON – Social media usage has surged during the coronavirus pandemic as homebound consumers rely on platforms like Facebook, Instagram, Snapchat and Twitter to stay connected with the outside world. As marketers seek to reach those consumers, they face the daunting task of creating omnichannel campaigns among “walled gardens” that aren’t readily transparent and have […]

 

Platform-Agency Partnerships Taking CTV Ads Forward: GroupM’s Bacher

The COVID-19 pandemic may have winded the economy, the advertising business and personal lives around the world. But, for over-the-top (OTT) and connected TV (CTV), lockdown looks like being a catalyst. Not only have OTT services seen a big uptick in consumption during the period, but the whole ecosystem appears to have come together to […]

 

With $400 Million Novo Nordisk Win, Wavemaker’s Amanda Richman is Set on “Provoking” Clients

She calls it “positive provocation” – a strategy of challenging clients.  For Wavemaker U.S. CEO Amanda Richman, it seems to be a winning approach for both  managing clients and winning new ones, she explains in this interview with Beet.TV The GroupM agency recently landed the Novo Nordisk Danish pharmaceutical giant with a reported annual media […]

 

Advertisers Warming to News Investment as “Positive Associations” Emerge, GroupM’s Joe Barone

While brand safety was not the main reason for advertisers having pulled back from investing during the early days of the pandemic, those being budgets and messaging, concerns about brand safety or suitability have been a factor —  but they are abating. Initially putting investment on hold during the initial days, advertisers are finding that […]

 

Bluntly Blocking COVID-19 Keywords Is Not Right: GroupM’s Montgomery

VIA BEETCAM — The brand safety leader at the world’s biggest media-buying agency is urging advertisers – blacklisting ad inventory against coronavirus news stories could kill newspapers and, with them, democracy. Last week, Comscore said 22% to 30% of all ad impressions were appearing in coronavirus-related content. Such content is now being widely blacklisted by […]

 

Crises Are A Test Of Brands’ Soul: GroupM’s Norman

VIA BEETCAM — People can learn a lot from a crisis. And we can also learn a lot about businesses. In this video interview with Beet.TV, Rob Norman, senior advisor to GroupM, the world’s largest media agency, says the coronavirus pandemic will allow us to assess brands against their stated goals. “We’ve had any number […]

 

Brands Can Be Useful Through Virus Crisis: GroupM’s Wieser

VIA BEETCAM  — The coronavirus, COVID-19, has come as a shock to the global economy – and the media industry is likely to feel the force, too. Until the virus spreads more widely in the west and until more media organizations start reporting results, the full impact is hard to forecast – but brands have […]

 

GroupM’s Thomas Frets About Total Video Measurement

LONDON — It’s a fragmented world, and none more so than in a fragmented continent. Advertisers want to be able to reach viewers across the plethora of video screens and services – but their agencies are hard-pressed to measure their impact. That goes doubly so when new services keep popping up which don’t necessarily subscribe […]

 

GroupM’s Wieser: Political Advertising Will Be a $10 Billion Business in 2020 with Most Going to TV

LONDON– Brian Wieser, global president of business intelligence at GroupM and former securities analyst, predicts that political advertising in the US will spike to $10 billion in 2020, a 45% increase from 2018. Even that, he says, might be conservative: Mayor Michael Bloomberg, a late Democratic nominee entrant, has already pumped nine figures into the […]

 

GroupM’s Norman: You Get Out What You Put In to Addressable TV

According to GroupM’s Rob Norman, the more that data is at the center of advertisers’ strategies, “the more value you’ll find in addressability and other forms of targeted TV, because what you put in is a significant determinant of what you get out… It’s about creating really high-quality seed data.” Norman, senior advisor at GroupM, […]

 

News Orgs Need More Precision, Less Partisanship: GroupM’s Norman

The year is 2019 and disinformation is everywhere. Every day, it seems, every fact has now become contestable, as many citizens, media and politicians choose to engage in building a community rather than building awareness. A board member from one of the world’s leading news organizations thinks such organizations need to do better at cutting […]

 

GroupM’s New Majority Ready Initiative Aims to Prepare Media for More Diverse Audiences

GroupM is spearheading a new initiative to help media companies prepare for and understand America’s new audience groups and demographics as the country becomes more diverse. Speaking with Beet.TV during Advertising Week, GroupM president Gonzalo del Fa says the goal of the initiative was to re-engineer the conversation around multicultural advertising in the US. “Multicultural” […]

 

The End Of ‘Point Solutions’?: GroupM’s Hanlon On Vendor Wars

If only software providers just did one thing anymore. The increasing pace with which ad-tech vendors have expanded on to each other’s turf is causing problems for ad agencies that want to use brands’ data more freely. That is according to a leading executive from the world’s largest media-buying agency. In this video interview with […]

 

GroupM’s Hanlon Wants To Solve The Identity ‘Quagmire’

In the emerging world of targeted marketing, knowing your customers and prospects is becoming essential. As that importance grows, so does the position of companies offering identity “graphs”, records of consumer profiles built from the various breadcrumbs they lay down in their digital activity. Evan Hanlon, GroupM’s US chief strategy officer, thinks getting customers’ identities […]

 

How GroupM Is Consolidating Supply-Side Partners: Max Jaffe explains

Fewer relationships with better partners. That’s what the world’s biggest media-buying agency wants. And, in this video interview with Beet.TV, a company executive lifts the lid on how the organization is redefining its relationships with publishers and their supply-side platforms in order to do so. Max Jaffe, managing partner and programmatic practice lead at GroupM, […]

 

Three Steps To Unlock Future TV Ads: GroupM’s Castree

Ongoing data mismatches and the wish of some tech vendors to own the ecosystem mean the true opportunities for selling TV ads using advanced digital techniques have “plateaued”. That is according to the North America boss of the world’s largest media-buying agency, GroupM. Tim Castree, GroupM North America CEO, in this video with Beet.TV, says […]

 

News Blacklisting By Brands Going In To Overdrive: WSJ Investigation

You don’t need to tell Beet.TV how problematic it can be when advertisers, seeking “brand safety”, use keyword-based blacklists to ensure they don’t get placed against certain news stories or even whole sites. This March, we ran a whole series – Why News in Today’s Marketplace – on how news publishers were arguing for their […]

 

Do The Math: GroupM’s Castree Wants Measurement Agreements

How detailed do you want to be about the way you measure your media effectiveness? And how can you patch together technology infrastructure to get you there? That was the subject of a conversation between Tim Castree, GroupM north America CEO, and Howard Shimmel, president of his own Janus Strategy & Insights at Beet Retreat […]

 

Wavemaker’s Richman Reviews Outcomes, Values And DTC Brands

CANNES—Wavemaker’s US CEO, Amanda Richman, assumed her position in the fall of 2017 to help launch what was then GroupM’s newest agency. In this interview with Beet.TV at the 2019 Cannes Lions, she discusses how outcomes and values have risen in importance for marketers and why direct-to-consumer brands are leaning into traditional media. A condensed […]

 

OTT Won’t Stop US TV Ad Shrinkage: GroupM’s Wieser

Five months after the “most-quoted man in advertising” moved from Pivotal Research to go in-house at GroupM, Brian Wieser has some mixed news for his new employer. Wieser, who was a media and marketing soothsayer at the research firm and is now business intelligence global president for the agency, says TV ad spend will decline […]

 
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