Most read: P&G moves bulk of £1.77bn US media account into Omnicom
, following a competitive pitch, ±±¾©Èü³µpk10's Omar Oakes reports.
P&G spent about $2.66 billion (£1.77 billion) on measured media in the US last year, according to WPP’s Kantar Media.
Omnicom Media Group will handle the media for most of P&G’s products, while Carat, a roster agency, will work on other product categories.
The bulk of P&G’s media planning and buying in North America was handled by Starcom Mediavest Group, the Publicis Groupe network, which has been on the company’s roster for more than 15 years.
Starcom will continue to work on Duracell, cosmetics, fragrances, and some hair products in the US and Canada, but these business are due to be sold by P&G. It will continue to handle media for P&G outside of the US, which makes up about 40% of the global business.
Reaction to the news has been swift, with , advising investors to sell Publicis Groupe shares to a target price of €52 from the morning's price of €60.42.
Shares in Publicis Groupe fell by 2.9% in early trading this morning, while analysts at Bernstein also recommended a price target cut.
On social: Twitter's review of 2015
PR Week's Sam Burne James 2015 in review, announced in a blog over the weekend. If you want the short, less than 140 character version: One Direction.
The package included this top ten emojis used:
And, of course, a native video:
Look back at the most influential moments of the :
— Twitter (@twitter)
Ad blocking: What senior marketers from Hive, Sonos and M&S think
Marketing's Shona Ghosh takes a look at , speaking to M&S marketing boss Patrick Bousquet-Chavanne, Hive’s marketing director Emma Inston, and Sonos’ chief marketing officer Joy Howard. But here's what Matthew Hook, managing director at Carat UK, thinks. He calls it an "extremely marginal issue" for most marketers.
One thing that is certain is that by 2020 the media market will be split between ad-funded models and consumer-funded models. Also some consumers will be unconvinced by the data contract with marketing and might be beginning to withhold permissions.
In this context, marketers need to focus sharply on their data relationship with their customers, and on creating a strategy that isn't totally dependent on advertising.
Read on for all the perspectives and .
Opinion: It's called a smartphone, so let's be smart
Neil Miller, CEO of digital agency Possible London, calls for , rather than seeing at as an extension of their desktop web strategy.
"Consider all the ways that mobile can add value to how they live and how to make life easier through mobile," Miller writes, and hones in on the example of Helly Hansen's First Tracks app.
It’s designed around knowing how important it is for skiers to get up early to catch first tracks on fresh snow days.
The app tracks your location in the mountains and wakes you up early based on the local overnight snowfall. Simple, effortless and a highly valued utility. [...]
As the Helly Hansen example shows, a native app can introduce new roles for your brand in ways a web site could never do.
Read on for Miller's take on .
Easy listening: The great Christmas ads debate
This month's Marketing Mind podcast features some of the industry's top creatives as they cast a critical eye over 2015's crop of festive ads, from John Lewis' annual "cry and buy" to Lidl's humorous, service-oriented campaign.
Emma de la Fosse, chief creative officer of OgilvyOne; Nils Leonard, chief creative officer and chairman at Grey London; and Chris Clarke, chief creative officer at Digitas LBi join Rachel to look back over Christmas ads past and present.
Please note that the podcast features some explicit language (bloody creatives – typical), and party blowers.
Compiled by Jonathan Shannon
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