Tennis Australia’s Action Audio


Almost 285 million people worldwide aren’t able to enjoy live sport to the fullest due to visual impairment.

For people living with blindness or low vision, the experience of broadcast sport is severely limited. On television, sports coverage relies heavily on visuals, while radio commentary can be too slow to give fans a true sense of the action.

Developed by AKQA in partnership with Tennis Australia and Monash University, Action Audio draws on ball monitoring using computer vision to emphasise key moments of play. It does so with a 3D sound design system that has been developed in collaboration with the blind and low vision community.

 

Action Audio launched as a pilot during the finals of the 2021 Australian Open tennis tournament. After the success of the pilot, Action Audio was made available across every match at Melbourne’s Rod Laver Arena for the 2022 tournament.

Via Australian Open radio and Google Assistant, audiences could listen to Action Audio together with the live radio commentary of each game.

Using voice commands, visually impaired tennis fans could ask Google to stream the Action Audio live feed and access information about how Action Audio works, to learn more about the experience.

 

WPP named a Leader in new analysis of Global Marketing Service Providers

WPP has reported this week strong first half of 2022 with broad-based growth, sustained demand from clients and the growth guidance upgraded again. This reflects the improved competitive position of our creative businesses, with their growing capabilities in commerce, experience and technology posting $AUD11.790 billion (£6.755 billion) in revenue, up 10.2%, and like-for-like revenue up 8.7% from 2021.

Alongside this results WPP has also been named a Leader among Global Marketing Service providers in The Forrester Wave™: Global Marketing Services, Q3 2022 report. The research evaluated a field of 10 of the most significant service providers, which were invited to participate in the evaluation.

The report identifies that “The integration of agency, technology, and consulting services brings together a converging landscape of holding companies, digital networks, and management consultancies. The result elevates the industry beyond advertising delivered by individual agency brands to marketing solutions delivered by teams of specialists. However, turning disparate, global capabilities into integrated solutions is much easier pitched than delivered. The best integrated marketing providers orchestrate their vast expertise in digital experience (DX), data, creative, and media with fluidity, not friction.”

 

 

The report assessed providers against 17 criteria spanning three categories: Current Offering, Strategy, and Market Presence. Among these categories, WPP received the highest scores possible in seven criteria, including creative and content services, customer data strategy and activation services, digital experience services, workforce strategy and performance.

The Forrester report notes, “WPP pioneers end-to-end marketing solutions with global creativity and scale… They include scaled, data-driven creative capabilities; integrated digital experience development; media performance prowess; and strong identity management and robust measurement and analytics. Client references support the company’s ability to orchestrate marketing campaigns and technology across regions.”

 

Cannes Lions and ANA’s CMO Tech & Data Growth Council

I was delighted and honored to be invited to join a new ANA Growth Council called Data & Technology working alongside members Raja Rajamannar (MasterCard), Julia Goldin (LEGO Group), Marcel Marcondes (AB InBev), Mathilde Delhoume (LVMH), Elizabeth Rutledge (American Express), Karen Walker (Intel), Alicia Enciso (Nestlé), Norman de Greve (CVS Health).

The Global Growth Councils for Progress have been established by Cannes Lions and the ANA to help our industry achieve its full potential and make progress as a global force for growth and a force for good.

As a community of CMOs from the world’s top brands, the Global CMO Growth Council has made significant progress in tackling the core issues that are paramount to achieving success for your business – and indeed making the world more sustainable and equitable.

This year, it extended its remit and reach, and welcomed professionals from both agencies and brands to join its work as it focuses on the five most pressing issues – as identified by LIONS and ANA research.

Measuring the impact marketing has on business, people, and the planet is essential to creating long-term value. Yet, CMOs have struggled to demonstrate clear progress across an increasingly complex array of standards, frameworks, and initiatives. The recent Lions State of Creativity Study mirrors the key issues we face as an industry.

Mastering data and technology underpins our ability to deepen the connections between our brands and the people we serve – especially as the frontier of Web 3.0 unfolds. But we must first master the ability to measure our investments in the physical world before we can build brave contemporary brands in the blockchain-driven, token-based economy of a virtual multiverse.  

Together, Lions and the ANA will provide the year-round platform for the industry to convene and track progress, with the councils returning to Cannes Lions in 2023 for an update on the industry’s collective progress.

Excited to get involved.

 

WPP wins industry’s most creative company at Cannes Lions 2022

WPP was today named the most creative company of the year at the Cannes Lions International Festival of Creativity.

WPP agencies collected a total of 176 Lions, including 1 Titanium Lion, 4 Grand Prix, 36 Gold, 47 Silver and 88 Bronze, with winners representing 40 different countries.

For the first time since 2019, the Cannes LIONS International Festival of Creativity took place in person to showcase the best creative work from around the industry.

Excited to be at Palace of Festivals and Congresses of Cannes

A total of 25,464 entries from 87 countries which, combined, provided a phenomenal insight into creative marketing globally. The sheer volume of entries demonstrated the value of creativity to corporates, to trade and to growth.

Ogilvy was awarded Network of the Year and took home a Titanium Lion together with Wavemaker for Shah Rukh Khan My Ad for Cadbury, a data-driven campaign that personalised ads for local businesses impacted by COVID-19.

WPP winners and shortlisted entries came from every part of the company, and from across its agencies. VMLY&R won a Grand Prix for its I Will Always Be Me campaign for Dell and Intel, designed to make it easier for people with motor neurone disease to bank their voice by reading a story, and a Grand Prix for Maxx Flash’s The Killer Pack, which helps, through biodegradable packaging, combat deadly diseases like malaria and dengue caught outdoors in India. Speaking in Color for Sherwin Williams by Wunderman Thompson won the Grand Prix for Creative B2B – a prestigious win in the inaugural year of this category – for its voice-activated colour-selection system. A Grand Prix for Media Placement was also awarded to MediaCom’s Hope Reef for Mars Petcare (with AMV BBDO).

The Creative Company of the Year award is given to the company which earned the most points across its agencies. WPP was also the most awarded company in the Creative Business Transformation category, reflecting the company’s expertise in creating new and innovative products and services for clients, and reimagining customer experiences or business models.

The award comes at the end of a week when WPP also announced a pro bono partnership with the government of Ukraine on a global campaign to demonstrate that Ukraine is open for business, launched an initiative with IBM to tackle bias in advertising technology, and supported the industry’s global Ad Net Zero plan that follows the lead of WPP’s own net zero commitments announced last year.

Roogenic Medicinal Bushfoods Have Never Been More Accessible and Delicious

Internationally, superfoods have grown into multi-billion dollar industries, while Australian superfoods have remained largely untapped.

That is, until Roogenic launched and started making effective wellness products that addressed the top health concerns of consumers globally. And it’s worked.

At Roogenic, they passionately support wild-harvest farming practices to help encourage Indigenous employment, Indigenous land care initiatives and the sharing of traditional culture between generations.

Roogenic believe in celebrating Indigenous culture every day and proudly donate part profits from every sale to community.

The company has been profitable for the last 4 years while supporting our Indigenous First Nation partners. This success has come from you, the 800 retailers & 150,000 customers who have benefited from Roogenic’s products.

Roogenic partners with naturopaths to create delicious teas and tonics that offer effective natural remedies for sleep, gut health, inflammation and more.

The medicinal bushfoods included in each blend are wildly harvested or organically grown and all-natural, sustainably sourced from Indigenous communities and small farmers across Australia. After experiencing the potent health benefits of Australian bushfoods, our customers have become passionate brand advocates, culminating in over 8,000+ five-star reviews.

Roogenic operates a successful multi-channel business model with an established presence in e-commerce, retail and national and international wholesale distribution.

Roogenic purposefully have multiple customer touch points, making our products accessible in-store and online.

Today, customers can find their favourite Roogenic products and discover new Roogenic offerings online and in over 800 retailers, including Myer and supermarkets in Singapore and Japan.

From the beginning this investment has been set out to build a community, not a customer base. By providing a personable brand experience with interactive content, our social media following has grown to over 90,000 people and an email database is now at over 50,000 subscribers.

In 2021, the wellness industry was valued at US$4.75 trillion with an annual growth rate of 6.4% but had little representation from Australian bushfood companies despite there being strong demand.

At Roogenic, we plan to work with more International distributors to improve the health of millions of people worldwide with Australian bushfoods. With your support, we can continue to work with Indigenous growers and manufacture new product ranges with unique health benefits that we can take to the rest of the world.

Bunsters – The Global Hot Sauce Phenomenon Now Makes Cocktails

In 2012 Renae Bunster squeezed in 13 different fruit and veggies in to one bottle of hot sauce and irrevocably changed the condiment landscape.

Since launching off of the back of a good old fashioned crowd funding campaign in 2015, raising $250,000 Bunsters just keeps kicking goals.

Bunsters’ Shit the Bed sauce has been a number-one seller on Amazon in the States, and it’s on the shelves in some 600 independent supermarkets in Australia.

They’ve doubled their hot sauce offering, done a sell out Peanut Butter Collaboration and come up with an entirely new direction for the company in a booming segment: A subscription based Ready to Drink Cocktail Club launching this month.

Bunsters core product range is constantly expanding with fresh creations and collaborations with other brands. The same relentless pursuit of quality is being applied to their ready-to-drink cocktail range.

Fans were blown away as no one had ever put this much care and attention into the flavour, packaging and branding of a hot sauce before. Fast forward 10 years later and Bunsters is doing it again, but in two separate booming industries that have seen massive growth off the back of COVID:

There’s nothing in the world like Bunsters Cocktail Club. Fresh, delicious, fully Australian made classic cocktails in a can, delivered to your door every month.

The Metaverse Foundry

Hogarth, WPP’s specialist global creative content production company, is launching The Metaverse Foundry to deliver brand experiences in the virtual world. It will consist of global team with more than 700 creatives, producers, visual artists, developers and technologists.

The metaverse, for those of you who haven’t been listening at the back, is defined as a “simulated digital environment that uses augmented reality (AR), virtual reality (VR), and blockchain, along with concepts from social media, to create spaces for rich user interaction mimicking the real world.”

The Metaverse Foundry is built to take ideas to the next level at scale. A limitless place where creative, production and innovation come together to bring to life the greatest ideas, elevate e-commerce and customer experiences.It will provide  every aspect of experience design and production, virtual art, virtual stages, development of VR/AR applications, technology, and R&D.

WPP agencies are already delivering multiple metaverse projects for clients including Wendy’s, Under Armour, Duracell, Pfizer, Pizza Hut and Bombay Sapphire. 

 

The foundry will also collaborate with specialist WPP agencies such as Subvrsive (virtual events and immersive experiences) and Ars Thanea (design/animation and live action/visual effects studio) to supplement with specific additional skills.

The pandemic has accelerated the adoption of innovative technologies as people have learned to connect with each other in new ways.

The metaverse, with connected virtual worlds, augmented reality, NFTs and the blockchain. presents limitless opportunities for brands to build creative experiences and engage with diverse, highly loyal audiences.

Its market size in 2021 was estimated to be more than $1 trillion, growing at mid double-digits.

Andy Hood, VP Emerging Technologies at WPP, hosts a 6-minute metaverse masterclass.

WPP Reports Outstanding Year

Very strong growth driven by demand for digital services, ecommerce and technology; exceptional new business performance; over £1 billion returned to shareholders; sustained momentum into 2022.

The pace of growth in digital advertising has continued to accelerate, reflecting the seismic shift in the way people consume media. GroupM estimates that global digital advertising spend grew by 30.5% in 2021, and now accounts for 64.4% of total spend, up from 59.3% in 2020.

Within digital, one of the big drivers of growth has been the explosion in ecommerce. The pandemic accelerated a widespread shift towards shopping online, amplifying the number of opportunities for brands to connect to consumers on digital channels, while also levelling the playing field for challenger brands. GroupM estimates that global retail ecommerce advanced 20.4% in 2021.

Two other factors are playing a significant role in the growth in advertising spend. New, app-based or digital-first businesses are able to afford to invest a greater proportion of their income into marketing to grow scale fast because they lack the physical presence (and associated costs such as rent) of traditional businesses.

In turn, more traditional advertisers such as consumer packaged goods companies are investing in retail and commerce media – engaging with customers closer to the digital point of sale. This is blurring the lines between the marketing budget and the sales promotion budget, significantly growing the addressable market for marketing services businesses.

We have seen the acceleration of two significant trends, in data and purpose, that we expect to continue. The shift to digital and omnichannel commerce is driving companies to increase investment in data-driven marketing, which requires better (and privacy-compliant) customer data as well as marketing technology transformation. We are also witnessing very strong demand for strategic advice on purpose, sustainability and broader social issues. 85% of consumers believe that brands should represent something more than just profit, and brands perceived as having a high positive impact on society are estimated to be more than twice as valuable as brands that are not.

Digital-first businesses are spending more on marketing to grow quickly because they don’t have the costs associated with physical stores.

Traditional advertisers are investing in retail and commerce media, blurring the lines between their marketing and sales promotion budgets, and boosting markets for marketing services businesses.

Underpinning our success this year is the strength of our creative work. We were honoured to be recognised as the most-awarded company at the 2021 Cannes Lions Festival, with winners representing 38 different countries. Each of our global integrated creative agencies won a Grand Prix. In addition, WPP topped WARC’s 2021 global agency rankings across all three categories – creative, media and effectiveness – reflecting the breadth of our capabilities.

The metaverse presents a new frontier of creative opportunities for brands to engage with consumers, through virtual worlds connecting gaming, augmented and virtual reality, NFTs and the blockchain. Clients are seizing the opportunity and seeking our partnership to experiment in ways to bring experiences to life in this new channel. Our agencies are already delivering metaverse projects for clients including Wendy’s, Under Armour and Pfizer. To take the ideas to the next level, Hogarth recently announced the launch of The Metaverse Foundry, a global team of over 700 creatives, producers, visual artists and technologists focused on delivering the most creative and compelling metaverse experiences for our clients.

Meditative Travel A New Trend For 2022

The Wunderman Thompson Intelligence report “The Future 100: Trends and Change to Watch in 2022,” is an essential trend almanac offering a snapshot of the year ahead and the most compelling trends to keep on the radar.

This must have report that you can download here, takes a look at the near future and is packed with 100 emerging trends across 10 sectors, spanning culture, tech, beauty and more.

One trend I really loved was Trend 26: Meditative Travel 

Meditative apps for wellness are finding new space in the travel sector, giving stressed and anxious travellers access to therapeutic sessions to ease their minds during their journey.

Waze and Headspace are collaborating to make commuting less stressful. Drive with Headspace, launched in October 2021, incorporates the meditative, relaxing Headspace experience into the navigation app with five mood selections: Aware, Bright, Joyful, Hopeful and Open.

Waze is rolling out a new 'Drive with Headspace' experience to make  commutes less stressful | TechCrunch

Users can change their in-app icons and car image to reflect their mood, change the navigation narrator to Headspace’s director of meditation, Eve Lewis Prieto, and listen to meditative music curated by Headspace on Spotify. Available in four languages, the integration is meant to help drivers “find more joy and meaning on the road,” according to Waze.

The Avanti West Coast train operator in the United Kingdom will offer app-based hypnotherapy for its passengers, to help them when feeling overwhelmed, tired and more. Announced in October 2021, the 20-minute sessions will guide listeners with tips for power napping, guidance for improving productivity, and tools for confidence building.

The hypnotherapy app Clementine is free to riders on the West Coast Main Line services, because the “onboard journey experience is as important as getting to the destination itself,” according to an Avanti West Coast representative.

Delta Airlines will soon offer custom Peloton relaxation, meditation and stretching classes on planes with seatback screens. Announced in November 2021, the partnership aims to help passengers relax on their flights, with sessions lasting five to 20 minutes taught by some of the fitness app’s popular instructors.

Download your copy of “The Future 100: Trends and Change to Watch in 2022”

The power of creativity to build better futures


WPP

When I joined WPP three years ago, I was impressed with a new company’s purpose of using creativity to build better futures for our people, planet, clients, and communities.

As we break for Christmas and look worldwide, our agency’s work for clients has lived up to that purpose in a challenging year for humanity.

Client work included everything from helping to design the world’s first carbon-neutral TV to an AI-powered campaign that supported local businesses across India for Diwali and an immersive experience on the plastic crisis that helped protect over 22,000 square kilometres of ocean.

WPP in 2021 made real progress within our own company: the launch of our industry-leading net zero commitment, the creation of our Mental Health Allies network, celebrating the first successful applicants to our Racial Equity Programme, joining the Business Coalition for the Equality Act, our second NextGen Leaders programme (with participants from 60 countries, 50% US/UK participants identifying as Black, Asian or Latinx, and over 60% female representation) and countless other initiatives led by our brilliant people and agencies.

In a pandemic many parts of the world, people still can’t access COVID-19 vaccines. So WPP this month teamed up with the WHO Foundation to give everyone at the company the chance to buy a gift that truly matters this festive season.

The $5 vaccine campaign calls on people everywhere to play their part in vaccinating the world by spending the price of a coffee on a shot that could save someone’s life.


The money raised will fund COVID-19 vaccines for lower-income countries, protecting those who need vaccines the most.

As well as creating and delivering the pro bono $5V campaign (thanks to Ogilvy, Blue State, Landor & Fitch and GroupM), WPP is donating 10,000 vaccines on behalf of our clients, and will match every $5V bought by our own people.

So please buy yours today, and help end vaccine inequity.

Commercially, too, we’ve had an outstanding year, as the company grew at the fastest rate in its history.

A string of wins in many of the year’s biggest pitches – from Unilever and Bayer to Beiersdorf, L’Oréal and Sainsbury’s – culminated in the Coca-Cola Company the biggest of them all.

There really is no other organisation quite like WPP. Being part of this incredible company – with our 100,000 talented people, huge range of capabilities and presence in 110 different countries – means you get to be part of a unique opportunity to help bring about change in ways that others in our industry cannot. That’s why we call ourselves the creative transformation company.

Merry Christmas all and see you in 2022.