Monthly Archives: November, 2018

WPP Will Merge J. Walter Thompson With Wunderman to Form Wunderman Thompson (Adweek)

November 26th, 2018 Posted by General 0 comments on “WPP Will Merge J. Walter Thompson With Wunderman to Form Wunderman Thompson (Adweek)”

 

 

WPP leadership has decided to merge J. Walter Thompson, the world’s oldest ad agency, with digital network Wunderman, a spokesperson for the former company confirmed today. The news was announced to employees at the start of the business day in New York.

The resulting organization will be known as Wunderman Thompson and be headquartered in JWT’s offices on Manhattan’s Lexington Avenue. It will employ approximately 20,000 people in 200 locations across 90 global markets. WPP is expected to debut a new visual identity for the company in the coming days.

Mel Edwards was promoted to global CEO of Wunderman in September after her predecessor, Mark Read, succeeded Martin Sorrell as WPP’s chief executive. She’ll keep that title, with JWT worldwide CEO Tamara Ingram serving as chairman.

“To acheve transformative outcomes, clients today need inspiration that is rooted in data-driven insight. I am really excited to be able to deliver that within one agency,” said Edwards. “Wunderman Thompson offers precisely what clients want: brilliant creativity, expertise in data and sophisticated technology skills. I couldn’t be more honored to lead this new organization and its exceptional people.”

JWT calls itself “the world’s best-known marketing communications brand,” and in the last 150-plus years it has created such iconic campaigns as De Beers’ “A Diamond Is Forever,” the Oscar Meyer Weiner Song and the Toys “R” Us Kid anthem, in addition to some of the earliest ads for Henry Ford’s Model T automobiles.

Wunderman, which began 60 years ago as the first direct marketing agency, has since expanded into the fields of brand strategy, consulting, ecommerce and, perhaps most importantly, data analytics.

“Coming together was a decision driven by the opportunity to better serve our clients, expand our offering and create an agency effectively positioned for the future,” Ingram added. “Both JWT and Wunderman have been built by the commitment of many talented people whose combined capabilities will further distinguish us in the market.”

JWT did not elaborate beyond these statements. A WPP spokesperson declined to comment.

Flipboard reaches 145 million monthly users following February ad campaign (DigiDay)

November 25th, 2018 Posted by General 0 comments on “Flipboard reaches 145 million monthly users following February ad campaign (DigiDay)”

Flipboard reaches 145 million monthly users following February ad campaign

Flipboard has seen a return on its ad campaign to promote the mobile reading app earlier this year.

The app’s monthly user base has grown from 100 million people to 145 million, with 11,000 publishers applying to distribute their content on Flipboard since the campaign’s debut in January, said Flipboard CEO Mike McCue. For comparison, roughly 5,000 publishers had applied in the four months before the campaign’s launch.

Flipboard bought full-page ads in print newspapers such as The Financial Times and The Wall Street Journal and ran digital ads on publishers’ sites, email newsletters and podcasts. The campaign involved an estimated $3 million to $4 million and three agencies: Red Square, Moniker and 1185 Design. Flipboard wanted to promote the app as more selective than other places where people get their news (cough, Facebook, cough). The campaign had been in the works since spring 2017, but its launch coincided with Facebook’s fallout among news publishers, following its de-emphasis of publishers’ content earlier in the month and struggle with the spread of fake news across its network.

Following the campaign, McCue says the company has seen a lift in users, engagement, publishers on the platform and advertisers, helping position Flipboard to be cash-flow positive. He said the 8-year-old private company’s revenue is “good” and “continuing to grow” but declined to provide numbers.

McCue was quick to note that other factors have contributed to the app’s growth with users and publishers. For example, he said the app’s monthly audience had already been on the rise over the past six to 12 months, though the app hadn’t updated the public figure from 100 million users to 145 million until this month. And the increase in publishers applying to be on Flipboard was set in motion before the campaign’s launch. In October, Flipboard introduced a self-serve tool for publishers to pipe their RSS feeds into the app. Flipboard declined to say how many have been approved but that 4,000 publishers are on the platform.

Flipboard’s campaign has also coincided with the app’s rise as a referral source for publishers, on par with Twitter and Google News, though far behind Google’s search engine and Facebook. According to Parse.ly’s network of more than 2,500 sites, Flipboard accounts for 1.9 percent of publishers’ traffic. That’s shy of Twitter’s 2.2 percent and Google News’ 2.1 percent. Since Flipboard surpassed Google News last year, the company hopes to top Twitter as well, if not this year then next.

The post Flipboard reaches 145 million monthly users following February ad campaignappeared first on Digiday.