Mindshare Invites Ad Industry to #ChangeTheBrief to Tackle the Global Climate Crisis

Mindshare Logo

Mindshare, the global agency network that is part of WPP, is today issuing an invitation to the wider industry to #ChangeTheBrief and use its skills to address the global climate crisis.

Our greatest challenge as a society is to find a way to live sustainably.

Our greatest challenge as an industry is to show how living sustainably is possible, enjoyable, fulfilling and aspirational and that it can also drive our clients’ business. #ChangeTheBrief is Mindshare’s response to that challenge.

A recent project saw Mindshare work with Volvo in Australia on the Living Seawall project – where Volvo partnered with the Sydney Institute of Marine Science and Reef Design Lab to create a Living Seawall that actually helps to clean the water.

#ChangeTheBrief helps brands unlock and activate their social purpose in media.

Agencies that support #ChangeTheBrief commit to creating work which answers the ‘Now’ brief, to help clients sell their products, but also the ‘Future’ brief, to encourage the attitudes, lifestyles and behaviours which are consistent with a transition to a carbon-free world.

changethebrief

 

#ChangeTheBrief encourages the creation of marketing and media plans designed to encourage small changes in behaviour that will help address the climate crisis when done at scale – such as promoting shorter showers with 4 minute ad free ‘songs to sing in the shower’ playlists on Spotify or developing packaging that encourages people to freeze unused food to avoid food waste – the idea being to normalise these behaviours in society through advertising and use media and marketing investment to achieve this.

Every creative campaign, every media plan, every production proposal is an opportunity to #ChangeTheBrief, an opportunity to normalise the behaviour, the products, the services and the attitudes we all know we will need to adopt to achieve sustainable living.

With the global advertising industry investing circa $600bn a year on behalf of its clients to drive the consumption of their products and services there is a huge opportunity for brands and agencies to work together to direct that investment to bring the future forward.

Mindshare is using #ChangeTheBrief with some of its clients as part of its Mindshare Day 2019 celebrations – looking for fresh advertising, content and media ideas, which demonstrate the actions we can take to help end the climate crisis.

Mindshare has a strong history of helping brands with sustainability initiatives.

The agency recently worked with eco-friendly home and personal-care brand Seventh Generation to help it donate its commercial airtime on NBC’s The Today Show throughout the week of Sept. 16, all in the name of the climate crisis.\

Mindshare also created a product called Dooonate, which allows the user to donate out-of-office autoreplies by turning them into media space for charities.

#ChangeTheBrief builds on these efforts but has a specific focus on scaling smaller consumer actions to make an impact in the world.

Read the #ChangeTheBrief manifesto

AKQA and Foodstuffs Reveal Transformed OmniChannel Experience for New Zealand Retail Giant, New World

AKQA, named by Gartner and Forrester as one of the world’s leading experience design and innovation agencies, has today announced the launch of the new ecommerce platform for major New Zealand grocery retailer, New World.

“The launch of the new website is a vital step forward to providing our customers with a connected, personalised customer experience, from inspiration through to shopping and loyalty. As the most visited digital touchpoint across the Foodstuffs group, www.newworld.co.nz acts as the digital front door for our 143 stores and local New World owner-operators across New Zealand,“ said David Brem, Head of Digital, Foodstuffs New Zealand.

The New World website creates a link between personalised, inspirational and promotional content for shoppers to make online transactions, interact with shoppable recipes, articles and shopping list builders. This project will be closely followed by the PAK’nSAVE brand site which will launch next month too.

“Partnering with Foodstuffs for the past three years has been so rewarding, helping evolve their sales and marketing assets. In a short space of time together we’ve been able to innovate and implement a leading brand and customer experience for New Zealand’s major grocery retailer, and one of the country’s largest organisations.” said Brian Vella, AKQA Managing Partner, Asia Pacific.

“We’re excited about the significantly improved mobile experience, making it easier for customers to find information and meal inspiration on the go” Brem continued.

The new platform was designed to give New World customers an optimised customer experience, designed for what matters to them. More time, choice, convenience, and value as well as helping to make healthier food choices. New World’s future success depends on knowing New Zealanders well, and innovating to deliver the best possible shopping experience.

“AKQA partnered with us to provide expertise across customer experience strategy and design through to solution architecture and development. We’ve also been able to take advantage of their experience utilising personalisation capability in order to support our teams on the new platform” Brem continued.

Stephen Forth, AKQA NZ Managing Director said “This project evidences the successful partnership between AKQA, Foodstuffs North Island and Foodstuffs New Zealand. The innovative and progressive culture set from the leadership team at Foodstuffs led to the creation of this transformative platform. This partnership highlights the strength of the hybrid team model where agencies and clients work together to create high functioning, integrated implementation teams.”

“This work follows the delivery of e-Commerce platforms for New World and PAK’nSAVE earlier this year, making AKQA a key digital partner for Foodstuffs. Our digital product and CX teams collaborate incredibly well and are building up a track record of great work which makes an impact with customers and across our business.” Concluded David Brem, Head of Digital, Foodstuffs New Zealand.

Some of AKQA’s AUNZ’s other retail clients include Officeworks, Nissan, Purina, AMP, Ticketek and Foxtel. AKQA operates in 28 markets globally, with over 2100 people worldwide. Across the Asia Pacific region, the studios collaborate closely across Melbourne, Sydney, Auckland, Wellington, Tokyo and Shanghai to form one united APAC presence. For the second consecutive year, AKQA is positioned highest for its ability to execute in the Leaders quadrant in Gartner’s annual independent evaluationon global marketing agencies andmost recently was awarded two Grand Prix Lions at the Cannes Lions Festival of Creativity.

GroupM Adobe Advertising Ambassador Partner Program

GroupM, WPP AUNZ’s media investment arm, today announced that it has become a launch partner in Adobe’s inaugural Advertising Ambassador Program.

The Adobe Advertising Ambassador Program has been created to provide the most comprehensive Martech training and support structure in Australia and New Zealand.

The pilot program is a global first across Adobe Analytics, Audience Manager and Advertising Cloud and will culminate in certification and strategic understanding across the Analytics & Advertising Cloud products.

Being part of the programme will power GroupM’s Martech Centre of Excellence, driving certified experts across multiple Adobe solutions and embedding the media and marketing skillset of the future within GroupM’s agencies, Mindshare, MediaCom, Wavemaker and Essence.

WPP AUNZ executive director of marketing technology, Adam Good “I’m excited about the GroupM program, with Adobe being one of our key Martech partners. Great experiences using technology can set you apart and increase revenue growth, customer retention rates, and customer lifetime value. CMOs like to see agencies using multiple Adobe cloud products to help create and managing experiences that are being deployed and orchestrated across Omni channels.”

GroupM Australia’s head of trading intelligence, Liesa Newland said: “As our clients’ needs change, they are increasingly seeking guidance in the Martech arena.

“GroupM’s Centre of Excellence will provide holistic strategic support, to help brands execute on their technology and deliver their objectives across data, media and creative.

“Being part of the Adobe Advertising Ambassador programme will help our most data-driven and curious teams to dive into the technology to collaboratively solve our clients’ challenges.”

Newland continued: “GroupM are excited to be selected as a media group partner in Adobe’s inaugural Advertising Ambassador program and proud that GroupM is leading the charge for media agencies in the Martech talent space.

“These Advertising Ambassadors will supercharge our existing Martech capabilities and become knowledge hubs within GroupM on Adobe’s Marketing Stack, providing value and competitive advantage for our clients.”

Adobe Advertising Cloud APAC head, Phil Cowlishaw said: “Australian brands are increasingly adopting Adobe Analytics, Audience Manager and Advertising Cloud as they look to get a single, independent view of their customer.

“This provides greater insight into behaviour across the entire customer journey, as well as an omni-channel buying platform.

“The demand for people who can help brands succeed across these solutions has never been higher and I’m incredibly excited to see this first cohort learn, grow and drive success for our mutual clients.”

WPP takes the plastic out of Wire & Plastic Products at Cannes Advertising Festival 2019

While WPP had yet another successful Cannes Lions Festival it was the announcement from the company to take on a series of initiatives designed to ensure it is playing its part in tackling pollution from single-use plastics by the end of the year demonstrated to me the company vision of a creative transformation company.

WPP will no longer buy or provide single-use plastics such as bottles, straws, cutlery, and cups in any of its 3,000-plus agency offices and campuses worldwide. And it will make it easier for people to recycle their own plastic materials at work.

WPP has also signed the New Plastics Economy Global Commitment, led jointly by UN Environment and the Ellen MacArthur Foundation, thereby endorsing the vision of a circular economy for plastic in which it is designed never to become waste or pollution. Other signatories include Colgate-Palmolive, Danone, Johnson & Johnson, Mars, Nestlé, PepsiCo, SC Johnson, The Coca-Cola Company and Unilever.

The company has also committed to working with partners and clients to inspire consumers to think differently about plastic packaging and change their behavior; create more sustainable approaches to product and packaging design, and develop new systems for delivering and recycling products.

Facebook is among the first partners to collaborate; the two companies are exploring ways to work together to harness their collective global reach to drive action among consumers.

Plastic_RemovalThe Cannes announcement follows a special internal WPP summit in May which brought together people from across the company’s agencies to discuss how to reduce the impact of plastic on the planet, from redesigning products, packaging and experiences to creating closed-loop systems and using communications to improve recycling rates.

It also builds on various existing initiatives within WPP agencies. To kick off the program, WPP will host a series of “Unpack the Problem” creative hackathons over the summer to develop actionable ideas that help tackle plastic pollution.

Mark Read, CEO of WPP, said: “Our industry has the tremendous collective power to bring about change for the better, but our efforts have to begin at home. Taking the plastic out of Wire & Plastic Products by phasing out single-use plastics in our offices is just the first step. People expect companies to act responsibly and help them live more sustainably, and our clients look to us to help them deliver brands with purpose. We look forward to working with partners across the industry and using our creativity, insight, and scale to make a difference.”

On the Cannes Advertising award front, the WPP agencies brought home more than 180 Lions, including five Grand Prix: Air Max Graffiti Stores by AKQA São Paulo for Nike; Keeping Fortnite Fresh by VMLY&R Kansas City for Wendy’s; The Tampon Book: A Book Against Tax Discrimination by Scholz & Friends Berlin for The Female Company; The Last Ever Issue by VMLY&R Warsaw for Gazeta.pl, Mastercard and BNP Paribas (a collaboration with Wavemaker that also won a Titanium); and Bluesman, again by AKQA São Paulo, for Baco Exu do Blues.

Notable Gold-winning work included campaigns for Burger King and Coca-Cola by Ogilvy’s DAVID Miami; Wunderman Thompson London’s The Not So Beautiful Game for the National Centre for Domestic Violence; and The People’s Seat for the UN from a WPP team led by Grey London with BCW, Finsbury, Kantar, MediaCom, Townhouse Productions and Wildfire all contributing.

Salesforce Ohana Culture Alive and Well at the 2019 APAC Partner Conference

This week I was in Thailand for the Salesforce APAC Partners Conference at the beautiful Renaissance Phuket Resort and Spa.

Salesforce hosted their top fifty partners from across the region to join the Salesforce APAC Leadership team and APAC Alliances Leadership Team for an exclusive opportunity to network, interact and exchange business, whilst celebrating the success from FY19.

Salesforce cloud-based customer relationship management (CRM) platform is a key partner to WPP and software platform for supercharging our client’s omnichannel customer first strategies across marketing, sales, commerce, and service. 

Salesforce has seen continuous growth over the years and over the last eight quarters in particular. The growth has been above 25% every quarter in FY 2018 as compared to the same quarter in FY 2017. In Q1 2019 (ended April 2019) the revenue grew by 24.3% y-o-y.

If you invested in Salesforce shares ten years ago in Salesforce, that decision would have paid off. A $1,000US investment made in May 2009, would be worth nearly $15,000 today for a total return of around 1,400%. Which over the same period, the S&P 500 has returned just over 250%.

Salesforce reported $13.3 billion in Total Revenues in FY 2018 from three revenue streams. the majority of the revenue comes from Cloud Based CRM Software which accounts for $9.6 billion in FY 2018 (72% of Total Revenues). This includes revenues generated from subscription and support of the Salesforce platform.

Then there is Cloud Software at $2.8 billion in FY 2018 (21.5% of Total Revenues). This includes revenues generated from subscription and support of Sales Cloud, Service Cloud, and Marketing & Commerce Cloud and finally Consulting and Services and $0.9 billion in FY 2018 (6.5% of Total Revenues). This includes revenues generated from any professional services provided by the company.

Enjoying dinner with my colleague Damien Brown
Executive Director, Partnerships APAC AKQA

Salesforce going forward will come from how companies use data integration across its multiple software suites to better understand and serve their customers. Using its Einstein artificial intelligence software, along with data integration technology from its 2018 acquisition of MuleSoft, Salesforce is promoting a strategy it calls Customer 360. Under this, Salesforce and its customers are developing applications to integrate and use customer data across sales, service, marketing and customer-engagement systems to be more responsive to customer needs.

While I enjoyed hearing about all the new innovations and cloud product development from the company what I enjoyed most is the strong focus Salesforce has on culture and values to drive digital transformation both internally and with customers.

They have this thing called the Ohana spirit. Drawing inspiration from the traditional Hawaiian philosophy of what it means to be “family,” and how families are bound together and responsible for one another. While the brand expression of this is a little cheesy I do find it very distinctive.

The Salesforce’s Ohana extends beyond their employees to partners, customers, and members of the communities. With Ohana ingrained into the Salesforce DNA, they collaborate, take care of one another, have fun together, and work to leave the world a better place.

The company has several prestigious “Best Workplace” lists the last couple of years including #3 in Best Workplaces in Technology 2019 and 2018, #2 in 2019 Fortune 100 Best Companies to Work For, #1 in 2018 Fortune 100 Best Companies to Work For, #1 in Best Workplaces for Giving Back 2018, #2 in Best Workplaces for Millennials 2018,#9 in Best Workplaces for Women 2018, #19 in Best Workplaces for Diversity 2018 and  #15 in Best Workplaces for Parents 2018.

The CEO, Marc Benioff, is a champion for gender pay equality.  Under his progressive leadership, he’s been able to fix pay discrepancies by dedicating over $8 million to correct compensation differences by gender, race, and ethnicity across the company.

While those awards should be proof enough of how employees feel about Salesforce, there are certain distinguishing features that make their culture a good platform for digital transformation. Salesforce has committed to the philosophy of treating its employees fairly and puts a lot of effort into making sure all employees are valued and rewarded.

It becomes very clear when spending time with the Salesforce employees they have a personal responsibility to live out and uphold the company values of Trust, Customer Success, Innovation, Giving Back, Equality, Wellness, Transparency, and Fun.

The 1-1-1 philanthropic model is also very powerful. A hot button for younger working generations is being able to serve their local communities. And since philanthropy and community service have become a vital part of the Salesforce culture, it has allowed the firm to engage its predominant Millennial and Generation Z employees to improve communities throughout the world.

They call their integrated philanthropic approach the “1-1-1” model. Salesforce donates 1 percent of its software, 1 percent of its equity, and 1 percent of its employees’ time to pay it forward. As a result, Salesforce has topped a list of workplaces that give back.

Since their founding, this unique social responsibility model has given “more than $240 million in grants, 3.5 million hours of community service, and provided product donations for more than 39,000 nonprofits and educational institutions.

During this Salesforce conference, the partners spent a day with the Salesforce leaders at the Phuket Elephant Sanctuary a final home for retired working elephants, set on 30 acres of the lush tropical jungle. We got to observe how elephants rehabilitate into forest life after decades of abuse and experience how incredible the largest land mammal on earth is during a day out of feeding, bathing, and farming.

Lastly, I was also privileged to hear a talk from Dr. Craig Challen and Dr. Richard Harris. An incredible story of leadership and team collaboration working in the unknown. These two have become household names in Australia thought national and international media after his heroic involvement in the Thai Cave rescue in 2018.

This previous cave diving experience combined with his expert medical knowledge, saw these two advise, overlook and navigate the treacherous and dangerous conditions to save the lives of twelve young soccer players and their coach. In 2019, Richard ‘Harry’ Harris, alongside Dr Craig Challen SC OAM, was named as the first dual Australians of the Year.

Thank you Charles Woodall Vice President, Head of Channels, Alliances, and Partners for Salesforce APAC for putting on such a wonderful event.

 

Adobe Summit 2019 Las Vegas

Adobe

The Adobe Summit in Las Vegas is where I find myself this week in the constant search for creativity using martech. It has been running day and night from March 26th and is wrapping up today April 2. The big pressure on companies and brands now to produce creatively using their current Martech investment is a key program of work for 2019.

Company web sites have evolved from the static content and word processor approach to the primary business, marketing and sales application to create brand preference that grows the companies e-commerce approach primarily driven via machine learning and new digital applications.

The high-pressure environment for CIOs, CTOs, and CMOs who are currently making decisions on their martech investment is now a constant conversation in many board rooms and investment working groups.

Brands need much more than just touching up of existing photos combining with some long-form copy to great a category winning customer-led business solution that drives new revenue. Hence why some feel when discussing technology license and renewal agreements their current Adobe tool investment has not gone far enough. More work to be done in other words.

Brands require creativity first to go alongside a digital economy strategy and then the technology and toolset license agreement that delivers and creates compelling and personalized customer presentations always looking to improve customer experiences and revenue outcomes.

This is done using frictionless customer journey programs using a combination of text, sound, and videos that can be assessed in omnichannel environments using gesture and voice commands.

At Adobe Summit, Adobe unveiled the latest Adobe Experience Cloud innovations, including Adobe Commerce Cloud and Marketo Engage, as well as global availability of Adobe Experience Platform.

Microsoft CEO Satya Nadella, Best Buy CEO Hubert Joly, Chegg CEO Dan Rosensweig, Intuit CIO Atticus Tysen and SunTrust Bank CMO Susan Johnson shared their respective enterprise playbooks for digital transformation. Additionally, Adobe announced key strategic partnerships with ServiceNow, Microsoft, and LinkedIn to accelerate Customer Experience Management (CXM) across enterprises.

Adobe continues to push to be the only martech tool provider that is constantly acquiring leading capabilities across the customer journey, adding marketing automation and commerce capabilities to bookend its strong digital foundation of content and data within experience cloud.

WPP is a key partner to Adobe for many years and has strategically developed a leading set of capabilities to respond to market demand for agile, technology-enabled customer experiences across the Adobe experience cloud suite.

At WPP we have over 2,225 Adobe Experience cloud practitioners, over 375 Adobe Experience Cloud Certificates and 6 Adobe Experience Cloud Advisory Board seats so our commitment is high to this martech partner.

The Adobe Sumit was attended by over 16,000 people that included Adobe direct clients as well as clients that use Adobe through a myriad of partners and add ons who assist organizations implement their big, complex solutions.

At WPP our unrivaled Adobe capability has the most comprehensive experience and expertise than anyone else in the industry. Period.

Our specialized WPP agency brands have a long-standing and deep relationship with Adobe and other experience technology companies for many years.

Adobe is a long partner of mine personally both direct to client and to the agency as a toolset for our creativity. At WPP we use them in four key areas of our business offering across communications, experience, commerce, and technology.

WPP as a creative transformation company know two things: there’s a future in becoming a systems integrator for the likes of Adobe and it is a key offering when stitching together Microsoft, Google, Salesforce and other web CMS platforms together to create business solutions.

The prospects of one company owning all of a customer’s data remains a scary one for our clients and marketing leaders now either have full responsibility, or part of a key stakeholder in the companies overall enterprise technology decisions and that landscape constantly changes.

Adobe is a giant tech company at a market cap of ($130.21 billion) but they are still small in the titanic battle martech industry is on. If you decide Adobe you will likley need to integrate with Microsoft ($919.36 billion) SAP($141.80 billion), Oracle ($184.55 billion) and IBM (127.10 billion) via your direct digitial ecosystem or via partner programs.

Outside of these key martech players, you also have integration points to the media platform providers with the market caps of Google ($844.52 billion), Amazon ($900.53 billion) and Salesforce ($122.52 billion) and LinkedIn ($26.2 billion acquisition from Microsoft.

This challenge of constant change and evolution of technology keeps everyone at WPP engaged and challenged and we enjoy being a strategic partner at the intersection of all these points with our clients.

Our WPP agency team were aplenty at the Adobe Summit as we scattered ourselves across the 300 sessions and labs either presenting or we found ourselves within the eleven content tracks that included;

  • Advertising
  • Analytics & Data Management
  • B2B Marketing Automation with Marketo
  • Content & Experience Management
  • Design-Led Customer Experiences
  • Email & Omnichannel Marketing
  • Experience-Driven Commerce with Magento
  • Marketing Innovations
  • Personalization
  • Platform, Machine Learning & Ecosystem

The most interesting aspect of the Adobe summit this year for me personally was seeing Microsoft getting heavily involved in the conference with Microsoft CEO Satya Nadellaand keynoting and showing the integration of their business tools and putting some life into the category beyond Office.

Microsoft is doing great with Azure but the other office tools and larger applications like the Dynamics portfolio have some slow traction in client uptake. What was signaled at the summit was the relationship between Dynamics CRM and the Adobe marketing suite is going to get stronger. Microsoft and Adobe pushed an extension of the Open Data Initiative (ODI) partnership with SAP and their investment in Account-Based Experiences (ABX) with LinkedIn is going to see a lot of new opportunities.

Adobe and ServiceNow announced plans should enable integrations between Adobe Experience Platform and the ServiceNow Now Platform to enhance Adobe’s real-time customer profiles with ServiceNow’s rich customer support data. This will create a more comprehensive view of a customer across the entire digital journey, from acquisition to service. Additionally, Adobe Experience Cloud solutions will integrate with the ServiceNow Now Platform, including its Customer Service Management (CSM) solutions.

Adobe and ServiceNow will partner to enable their mutual customers to integrate and leverage digital workflows, service catalogs, intelligent content and knowledge management capabilities (see press release).

Yes 5G will change everything again


5G is the fifth generation of wireless technology is now available and rolling out in Australia.

The connectivity benefits of 5G will make businesses more dynamic, efficient, and give consumers access to more content experiences faster than ever before. Super-connected autonomous cars, smart communities, industrial IoT, immersive education—they all will rely on 5G.

5G is also expected to allow for up to 1 million devices functioning at full capability in 1 square kilometer. Energy, Efficiency, and Service Deployment are the next key areas that will be changed by 5G, allowing for devices to consume a staggering 90% less energy in data operations compared to 4G networks.

5G will bring a world where little storage on your phone is required because everything, including mobile apps, are instantly available from the cloud.

To take this further, imagine a gaming console that works years longer than what a current one does today because you will never have to upgrade.

Instead of getting a different console with a new disc reader that supports bigger games, or better hardware to handle the newest titles, all of that processing power could be offloaded to a remote server and then streamed to directly to a device in real-time.

 

Some early, and simple, examples of 5G AR include projecting emails and text messages into the room or creating multiple floating monitors to extend a users computer’s display. It will be like erecting a virtual HDTV into a living room.

Augmented reality (AR) and virtual reality (VR) are very bandwidth-demanding technologies, which 5G can handle with no problem.

Right now, AR and VR require bulky headsets, with the technology either embedded in the device or linked to a computer via a hardwire connection to help with latency. With 5G, the headsets can get much lighter, with the connection able to instantly stream content from the cloud.

Where we are today in Australia is only three mobile phones – the LG V50, Samsung Galaxy S10 5G, and the Oppo Reno 5G, along with the HTC 5G Hub which is offered at the home user looking for super-fast broadband.

It is happening fast, so hold on tight.