MxMIndia

Tag: DraftFCB

  • Effective 4.30 pm IST, 10th March 2014, the global network will be called FCB

    Drafting its way to FCB

    By a correspondent

     

    The wheels were set in motion about six months ago when after becoming Global CEO of Draftfcb, Carter Murray announced a change in name to FCB (Foote, Cone & Belding). Now effective 4.30 pm IST, 10th March 2014, the global network will be called FCB.

     

    The India operation will be called FCBUlka Advertising Pvt. Ltd. and will incorporate new changes in its identity including a new logo. The colors in the logo have been drawn from the colors of the flags of the world, symbolizing the heritage, equity and flavor of the local advertising company and the wide network reach. The diagonal line through the letter B and the letter U of Ulka signifies the importance of the local brand name alongside the global name.

     

    Commenting on the new brand name and identity, Nagesh Alai, Group Chairman, FCBUlka said “FCB has a tremendous 140 years equity globally and in India Ulka has a 50 years plus great heritage. FCBUlka will continue to deliver on the integrated offering to its clients and stay focused on what it has been doing over the years – Making Brands Famous and Making Clients Rich.”

     

    Commenting on the new change in the identity, Murray said, “I believe it’s a really great time for FCB. We have terrific talent and some early momentum. There’s a lot of potential here and I’m excited for our future.”

     

  • Most shoppers can't live without their mobile device, show interviews carried out with 7,500+ consumers across the age group 18-64 in eight Draftfcb global benchmark markets, including India

    Draftfcb study confirms mobile’s rise as a potent medium

    By A Correspondent

     

    A report released by Draftfcb titled “The Mobile Shopper: A 2013 Draftfcb Global Shopper Snapshot,” confirms mobile’s march to dominance as a medium of choice for consumers. The report is the outcome of interviews carried out with 7,500+ consumers across the age group 18-64 in eight Draftfcb global benchmark markets, including the US, UK, Germany, Brazil, South Africa, Middle East (UAE and Saudi Arabia), India and China. The information collected shows that mobile has and will continue to have a profound impact on shoppers and shopping.

     

    The report looks at shopper behaviours connected to mobile devices, including but not limited to:

    Look for, receive, or use deals, offers, discounts or coupons

    Compare information other than price or store location

    Look for store locations and information

    Look for or receive reviews or advice from others

    Share opinions or write reviews

    Plan or organize shopping or ‘to do’ lists

    Track activity or redeem rewards in frequent shopper or loyalty programs

    Compare prices

    See what a product or offer looks like, including comparing.

     

    In addition, the report offers insight on shopper behaviours across seven major categories including grocery, apparel, health & beauty, casual dining, electronics, financial services, and insurance.

     

    The report notes that as one of the most highly adopted technologies of all time, mobile plays an important role in the evolution of shopping behavior. Shoppers worldwide are attached to their mobile devices for both emotional and functional reasons. The report further states that 72 percent of mobile shoppers indicate that they “can’t live without” their mobile device. As such, the mobile device is a shopping companion, and an indispensable resource and gateway to brands, ideas and retail.

     

    Mobile shopping prevalence in established markets like the US, Germany and UK is a strong global force, and in emerging markets like India, South Africa and China, mobile shopping shows the exuberance expected in markets where mobile technology has leap-frogged over more traditional internet service such as home-based online connectivity.

     

    Shifting Paradigms

    The report also notes how mobile shopping has impacted much of retail and brand marketing. By looking through the lens of human behavior rather than focusing primarily on technology, this global snapshot shows the “Now“ of mobile shopping. It is yet another strong nudge to marketers that the classic path to purchase has evolved often dramatically and will continue to do so in the future. From empowering a more male-centric vision of shopping as opposed to the female-centric traditional view of shopping, to other fundamental changes, this research offers marketers an additional glimpse of the future of shopping.

     

    “Consumers worldwide love their mobile phones. Mobile devices are an extension of the self, as both mind and body. Mobile is a global shopper lifestyle,” explained Janet Rose, PhD, SVP director of retail strategic planning at Draftfcb. “Mobile is often the first choice meta-retailer.”

     

    “This has huge implications for both brands and retailers,” said Debra Coughlin, global chief marketing officer of Draftfcb, who commissioned the study. “It means that retailers must step forward even more to deliver creative and satisfying multi-channel experiences. And, it means that brands have new opportunities to engage consumers in big ideas throughout the purchase journey.”

     

    Key Findings

    Globally, the mobile shopper is 25-34 years of age, with an average age of 33

    81% of people believe that mobile phones allow them to shop wherever they want around the clock, seven days per week

    Using a mobile phone to find a store location is more prevalent in the US than any other country

    73% of Brazilian mobile shoppers say that sharing a shopping experience while on their mobile phone is fun

    68% of mobile shoppers in Germany think that comparing prices on their mobile phones is effortless

    83% of mobile shoppers in South Africa say mobile phones eliminate the hassle of having to browse, shop or speak to salespeople in retail stores

    82% of mobile shoppers in the Middle East say that they’re always looking for new ways to use their mobile phone

    80% of mobile shoppers say that their mobile phone makes them feel like they’re always in the loop with friends and family

    61% of mobile shoppers in India are male, the largest shift from census in any market

     

  • Reported revenue for WPP was up 11.4 per cent year-over-year to $16.05 billion while Interpublic Group of Cos reported that it nearly doubled its net income for 2011, up 96 per cent to $551.5 million

    How the WPP and Interpublic Group fared in 2011

    By A Correspondent

     

    WPP reported record profits of more than $1.45 billion for 2011, up a whopping 43 per cent from the year prior, and the holding company expects to see continued momentum in 2012 due to increased ad spending for the US presidential election and this summer’s Olympic games, according to Ad Age.

     

    Reported revenue for WPP, the biggest ad holding company in the world and home to creative agencies such as Ogilvy, JWT and media-buying behemoth Group M, was up 11.4 per cent year-over-year to $16.05 billion. However, WPP’s CEO-Executive Director Martin Sorrell is less optimistic about 2013, as there are no big events to bolster ad spend, and political ad dollars will drop off following the election.

     

    “We think 2012 looks similar to 2011, maybe at a slightly reduced level,” said Mr Sorrell. “But the one big cloud on the horizon we feel the need to address in 2013 is deficit reduction after the US election.”

     

    WPP said North America performed well, and in Europe the debt crisis is impacting growth, but overall the company said it still fared well in the region thanks to strong growth in the UK and acquisitions in Western Continental Europe.

     

    The company reported that Austria, Germany, Switzerland and Turkey, all showed strong like-for-like growth for the year, but France and especially Greece, Portugal and Spain remained affected by the Eurozone debt crisis. In 2011, nearly 30 per cent of WPP’s revenue came from Asia Pacific, Latin America, Africa and the Middle East and Central and Eastern Europe.

     

    The company said that emerging markets in Asia, Latin America, Africa and Eastern Europe represent the highest growth regions for WPP. The company plans to spend between $470 million and $630 million on acquisitions this year, Mr Sorrell said. The focus will remain on small and medium-sized agencies, particularly those in new markets or specialising in digital work, data analytics and technology.

     

    The past year saw a number digital agency acquisitions, including: F. biz and Gringo in Brazil; Rockfish and Lunchbox in the US; Who Digital in Vietnam; Promo in Russia and A4A in China. The company made a total of 38 acquisitions and 10 investments in 2011.

     

    The Interpublic Report-Card 2011

    US-based ad holding company Interpublic Group of Cos has reported that it nearly doubled its net income for 2011, up 96 per cent to $551.5 million, up from $281.2 in 2010, according to Ad Age. The company’s annual revenue was up 7.8 per cent, to about $7 billion.

     

    “Building on a very good 2010 result, we continue to show organic revenue growth that is at or near the top of our peer group,” said Interpublic CEO Michael Roth. “This performance keeps us on track to deliver on our goal of fully competitive profitability in 2014.” Mr Roth added all of the company’s regions grew in terms of organic growth in 2011, except for Europe, which is in the midst of a debt crisis.

     

    For the full year, continental Europe was down 0.1 per cent. The best region for organic growth last year was Latin America, which was up 17.8 per cent. For the fourth quarter, US organic growth was up 2.2 per cent, Latin American was up 30.4 per cent and Europe was down 3.2 per cent. Interpublic’s digital agencies, MRM, part of the McCann network, Huge and R/GA, significantly contributed to the company’s growth.

     

    In 2012, the company is targeting 3 per cent organic growth, noting “significant macro uncertainty on the global level.” Interpublic agency networks McCann Erickson and DraftFCB both saw major accounts defect in 2011. McCann Erickson lost Nescafe and other accounts, while DraftFCB lost SC Johnson and is now having to share Miller Lite with Publicis Groupe’s Saatchi & Saatchi.

     

    Source: The Economic Times

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