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.

Don’t Choose Extinction

Listen up Scott Morrison and show some courage at COP26

The campaign was created by Wunderman Thompson Australia, in collaboration with Activista, Framestore and Mindpool, the “Don’t Choose Extinction campaign is designed to engage the world in a drive towards a sustainable recovery from the COVID-19 crisis.

The much heralded Glasgow Climate Summit begins this Sunday to what many are calling humankind’s last chance to seriously tackle climate change.

UNDP works in about 170 countries and territories, helping to eradicate poverty, reduce inequalities and exclusion, and build resilience so countries can sustain progress. As the UN’s development agency, UNDP plays a critical role in helping countries achieve the Sustainable Development Goals.

As a precursor to the hotly (is that the right word?) anticipated global leader talkfest (that includes president Biden on its guest list), the UN Development Programme has released a new campaign urging world leaders to do more on emissions.

The two-and-a-half-minute spot is called “Don’t Choose Extinction” and stars Frankie, a CGI animated dinosaur who delivers a powerful address to the UN General Assembly.

Frankie’s voiced by acting legend Jack Black and even stars actual UN members and officials.

“Listen up, people,” Frankie declares, “I know a thing or two about extinction. Going extinct is a bad thing. And driving yourselves extinct in 70 million years? That’s the most ridiculous thing I’ve ever heard.”

Frankie then calls out governments for spending billions of dollars on fossil fuel subsidies and says rebuilding economies after the pandemic offers a chance to do things differently.

A spokesperson for the UN Development Programme said the campaign was designed “to shine a spotlight on fossil fuel subsidies and how they are canceling out significant progress towards ending climate change and are driving inequality by benefiting the rich”.

The ad’s voiced in a variety of languages including Jack Black (English), Eliza Gonzalez (Spanish), Nikolaj Coster-Waldau (Danish) and Aissa Maiga (French).

João Braga, chief creative officer at Wunderman Thompson Australia, said: “This behaviour change campaign gave us the largest possible target audience anyone could have. With 7 billion people to speak to and a challenge of this calibre, we needed deep creative thinking from every discipline.

“This digital experience is only just the start of our work with the UNDP to help end the excuses around climate change for good and provide people from all walks of life the understanding and the facts they need to make a difference. We’re even working to take this idea as far as outer-space, by naming real asteroids after these excuses”.

The experience allows users to click into the excuses on the website, each pictured as an asteroid rocketing towards Earth, where they will find information and tools to provide direct action.

The tools, created by Wunderman Thompson Australia, will be rolled out in phases in the coming months and include:

  • The Chrome Plugin Thesaurus Rex, designed to help people navigate the terms around fossil fuels online.
  • The Voice of Reason, an Alexa skill that disarmingly rebuts every climate change myth or excuse.
  • A spin on The Birds and The Bees with an e-book that gives children the arguments they need to convince their parents and peers.

Boaz Paldi, global partnership and engagement manager for United Nations Development Programme, said: “With this initiative, we want to spotlight the climate crisis and at the same time energize the debate about some of the economic solutions that are out there to get us on a path to de-carbonization.

“Addressing fossil fuel subsidies is a critical issue in the fight against climate change. The campaign gives hope that despite the trajectory we seem to be on there is still time to act and solutions to fight for.

“Creativity and technology are two of the necessary tools we need to achieve the Sustainable Development Goals by 2030 and move towards a green transition. It’s why we needed the best minds in the industry to partner with us in our journey to make these goals a reality.”

To deliver scale and to amplify the message, UNDP offices across the world in 170 countries will activate the campaign.

This is the first phase of the global advocacy campaign, where Wunderman Thompson Australia will continue to work with the UNDP to launch more initiatives in the coming months.

Credits:

United Nations Development Programme

Director of Advocacy, Marketing and Communications: Anjali Kwatra

Global Engagement & Partnership Manager: Boaz Paldi

Senior Consultant, Creative Strategy: Nick Garrett

Executive Producer: Helen Trickey

Associate Producer, Campaign Advocacy: Rebecca Webb

Associate Producer, Campaign Media: Gabriela Goldman

Wunderman Thompson

Chief Executive Officer: Lee Leggett

Chief Creative Officer: João Braga

Project Lead/Australian Operations Director: Paulina Embart

Associate Creative Director: Jack Elliott

Associate Creative Director: Lochie Newham

Chief Innovation Officer: Martin Beecroft

UX/UI Director: Travis Weerts

Technical Director: Marcus Collier

UX Design: Isabelle Hooper

UI Design: Chris Hyland

Client Engagement: Anna Parker

Client Engagement: Rose Suys

Integrated Production: Emma Donaldson

Creative Director, Content: Brie Stewart

Social Strategist: Annie House

Content Creator: Rhys Delios Callanan

Senior Designer: James Ayling

Content Writer: Richard Kempsey

Digital Production: Danny Coleman

Digital Production: Joe Guario

Illustrator: Andjela Jankovic

Activista

Executive Creative Director: Paco Conde

Executive Creative Director: Beto Fernandez

Director of Strategy: Jon Carlaw

Writer: David Litt (reference to Obama)

Framestore Pictures

Director: Murray Butler

Managing Director: Jennifer Siegel

Head of Production: Anne Vega

Line Producer: Laura Morris

Director of Photography: Wyatt Garfield

Director of Production: Carla Attanasio

Executive Producer: Pete King

Senior Producer: Chris Harlowe

Associate Producer Jose Alvarado

Creative Director: Marco Marenghi

VFX Supervisor: Karch Coons

Lighting Supervisor: Richard Shallcross

Head of 2D: Woei Lee

Compositor Lead: Mark Casey

Tracking Supervisor: Todd Herman

Editorial Supervisor: Jacob Sadowsky

VFX Editor: Dustin Indrebo

Colorist: Beau Leon

Editorial: Cut+Run

Editor: Jon Grover

Editorial Producer: Eytan Gutman

Asst. Editor: Evan Bahnsen

Audio Post Production: String and Tins

Sound Design and Mix: Jim Stewart

Additional Sound Design: Joe Wilkinson

Foley: The Foley Barn

Audio Producer: Olivia Endersby

Music Coordinator: COOL Music

Music by Rachel Portman

Music Programmer: Luke Richards

Mindpool

Anne Sofie Lind

Mik Thobo-Carlsen

Flemming Rasmussen

Antoni Harbuz

WPP and Snap launch Augmented Reality partnership

WPP and Snapchat, today announced a global partnership (“The AR Lab”) to help brands build and deliver immersive experiences for consumers using Augmented Reality (“AR”).

With a particular focus on e-commerce, the partnership combines Snap’s leading AR technology with WPP’s integrated capabilities across creative, media, commerce and technology, allowing WPP clients to better connect with their customers on the Snapchat platform and drive meaningful business results through AR.

According to a recent study commissioned by Snap, 94% of people are expecting to use AR for shopping purposes the same as or more than 2022 versus 2021Snap Lego

With advertisers on Snap platforms finding AR campaigns to be significant drivers of business, the partnership will give WPP and its clients access to and mastery of Snap’s AR technology end-to-end, including creative production and measurement.

As Snap’s inaugural Agency AR partner, WPP will collaborate with Snap on new products and technology, such as the recently launched Snapchat Trends tool, which allows teams to use proprietary insights and data to inform creative and campaign development. WPP will also gain access to a custom AR Lab Strategy Guide, which includes best practices to inform creative development using Snap’s AR technology while ensuring that branded AR experiences can be brought to market faster and more easily than ever before.

In addition, WPP and Snap will implement a co-developed custom optimisation scorecard for WPP clients, which will be used to generate more effective campaigns. WPP and Snap’s methodology will provide insights into the performance of these campaigns, allowing teams to measure success and adapt in real-time.

WPP was an early adopter of AR technologies and has led the market by investing in its AR capability and partner ecosystem. GroupM, WPP’s media buying arm, has doubled its 2021 social AR investment in the last year and continues to pave the way for AR and commerce media activations.

AR-Snapchat-filters

The partnership will further develop WPP’s AR capability through a structured learning and development curriculum via the AR Lab Academy, an industry-first training programme centred on AR technology and products.

With support from a dedicated team at Snap, the programme aims to certify a minimum of one thousand WPP employees by the end of this year. In addition, Snap will sponsor a quarterly AR production competition for WPP clients.

The competition will focus on clients in key markets, including Australia, Canada, Denmark, France, the United Kingdom and the United States, and for the most innovative AR experiences, Snap will provide funding to bring the winning campaigns to life on Snapchat at scale.

Sanja Partalo, Executive Vice President, Strategic Development & Partnerships at WPP, said: “AR has a major role to play in the future of marketing and commerce, from virtual try-on to immersive digital experiences. Snap has built an impressive AR platform and we are delighted to partner with them to ensure our people can access Snap’s latest AR technology and in turn develop richer, more innovative commerce solutions for our clients and their customers.”

David Roter, Vice President, Global Agency Partnerships at Snap Inc., said: “Over 200m Snapchatters engage with AR every day. This partnership will help brands reach that community through the camera in ways that are engaging, impactful and drive real business results. We are thrilled to debut this initiative with WPP and look forward to driving this important frontier in marketing and commerce together with their clients around the globe.”

Mozaik Play, empowering people to pursue a career in the creative industries

Mozaik Play | LinkedIn

Today I am excited to announce I have taken an investment and advisory board position at Mozaik Play, the first and only specialised student agency for the creative industries worldwide.

Economic statistics reveal a booming trend the creative industries with the sector providing more than 30 million jobs globally and contributes revenue of US$2.2 trillion.

Mozaik Play was the brainchild of Gabriel Providel, founder and CEO. Gabriel has a strong track record in leading education, digital creative, and technology businesses having previously held roles with Redhill Education and Navitas. I met Gabriel through Simon Ward at Apollo League and organisation that connects leaders with start up companies that fills a real gap on both sides of the investment community for talent.

Gabriel created Mozaik Play two years ago to create a platform to connect the next generation of creative professionals with the most reputable creative media colleges worldwide to fuel growth across the creative economy.

Mozaik Play has over one hundred contractual agreements with the world’s top creative schools across the USA, Canada, Europe, Australia, NZ, Singapore, and Malaysia. Creative powerhouses such as GnomonVancouver Film School, and Istituto Marangoni.

Before Mozaik Play, students would struggle to find a way to connect with the right creative college worldwide. Colleges had problems, too, as they did not have the resource or market expertise to recruit the right student worldwide. Even study agents who represent over 10,000 globally would struggle to service creative students because they don’t have the skills or placement contracts with creative schools.

Mozaik Play’s solution was to create a student marketplace connecting students, creative colleges, and recruiters in the creative industries space. Teachers and graduates from these premium colleges have worked on such innovative franchises as Lord of the Rings, Avengers, Frozen, and games like Call of Duty, Counter-Strike, Minecraft.

Mozaik Play partners with study agents to help them service and place creative students and earn commissions. There are over 8,000 significant schools and universities globally and 10,000+ study agents who help students in every country worldwide choose a course, choose a school, get through the admissions process, apply for a visa and attend in person or study online.

This entire industry is focused on standard courses where admissions are based on grades instead of creative portfolios. Study agents globally struggle to advise students on their creative portfolio and do not have, and cannot quickly get, contracts with creative schools.

What I was excited about was Mozaik Play passion to solve this problem. 

Since launching, Mozaik Play has built an MVO with the core operational infrastructure that supports a growing pipeline. They have established twenty-five global offices and partnerships with study agents and launched an exclusive affiliate deal with the most prominent creative student portal, The Rookies.

Mozaik Play is now in Series A funding round to complete and build the B2B SaaS solution enabling sub-agents and members to across course inventory and tools.

I am very much looking forward to working closely with Gabriel and his team at Mozaik Play in achieving our growth plans across the business and empowering people to pursue a career in the creative industries.

More to come.

Velocitize Talk: Being relevant at the right stage of the journey.

I recently did an interview with Velocitize originally recorded in late 2019 but only just published. 

In this episode I was asked to share my insights into how brands can utilize personalization and voice-driven marketing to strengthen the customer experience, and how to measure Martech ROI. The transcript is pasted below.

Driven by Voice (2:03)

I see voice as part of a marketing-tech strategy. It drives you towards more automation. It drives you into that direction of how to use AI as part of your overall strategy. The output of that is more voice-driven solutions.

Voice, martech and marcom
Source: eMarketer

As peer-to-peer communication continues to evolve—from emails, phone calls, and text messaging to social media, messaging apps, and voice-based assistants—customers regularly interact with voice. In 2019, an estimated one-third of the U.S. population interacted with voice at least once per month.

Typical voice interactions into your phone or to a speaker is conversational. Building customer relationships through voice can be very challenging for brands since the technology remains limited.

According to Good, “The response back on many brands is like a small child. They get the answers wrong or they’re not helpful but that’s changing quickly.” Conversational AI represents the next wave of voice automation. This is due to authentically human-sounding, AI-powered bots.

In fact, the conversational AI platform market will exceed $12B by 2025, according to a study by Research and Markets. As brands figure out how to interact with customers via conversational AI platforms, martech (Marketing Technology) and marcom (Marketing Communications) teams will have a new playing field to explore.

Loyalty is Everything (4:52)

I think personalization is something that consumers really like.

CX, martech and marcom
Source: HubSpot

Brand loyalty is the holy grail for any company. And personalization has become a vehicle for delivering brand loyalty and advocacy. When a customer has a great experience, it solidifies their loyalty. Conversely, if it is a bad experience, it can be a turn off.

Loyalty is the final step in the customer lifecycle. There are many other earlier steps essential to building long-term customer relationships. These can include brand discovery, product education, purchasing process, and post-engagement purchase engagement. 

The best brands build mutually beneficial relationships with customers that translate into a higher customer lifetime value. Good notes that if customers are given the information they require, or they need more information, brands should focus on that conversation. They shouldn’t just suddenly push something on the customer, like a marketing survey. 

Generation Personalization (5:39)

I don’t think consumers really understand the complexities of personal data and what that means. Companies have a real responsibility to make customers aware of what data they have and how they’re going to use that.

Source: WP Engine

Time and time again, experts have recommended, consumers have demanded, and laws have required that brands detail what data they are collecting and how they intend to use it. Customer data is crucial for good customer service, competitive prices, and better products. 

Good recognizes the generational gap that exists when it comes to data privacy. He cites younger generations who have continuously seen the benefit of releasing their data and providing experiences tailored to them. In other words, they’re quite comfortable sharing their data.

Older generations, however, can be confused about how their data can benefit them. In their experience, you only tell people certain things about yourself, Good says. It’s up to brands to create a clear value proposition for their customers, building a trusting relationship over time.

Invest in Martech and Marcom (7:39)

I haven’t met any clients that say, ‘I invested X amount of dollars and I’m completely happy with where I need to be.’ There’s always this feeling that they could go further.

Martech and marcom landscape
Source: chiefmartec.com

The rapid changes in the martech market over the past two decades have resulted in brands investing heavily in a variety of tools, and ultimately a consolidation of both tools and effort. Custom content management tools, outbound email solutions, ad tech, mobile apps and websites have all been a part of the martech and marcom mix that people have been moving through to land on a solution. But then what?

Good says that once they’ve delivered or used a service for some time, they begin to consider the ROI. Marketing ROI can be used to measure the ROI of a specific marketing channel, activity, campaign, or the entire marketing function. It is common for brands to analyze their investment and benefits before renewing a service.

Book Club (11:00)

It’s great reading in regards to research on how companies can be growing at that exponential rate; what are the traits, what are the behaviors that need to drive.

Source: Goodreads

Good recommends the book “Exponential Organizations: Why New Organizations are Ten Times Better, Faster, Cheaper than Yours (and What To Do About It),” by Salim Ismail. An Exponential Organization (ExO) is an organization whose impact is “disproportionally large” compared to other businesses because of its use of new organizational techniques. The new techniques can then leverage accelerating technologies.

The book identifies an ExO’s characteristics and contrasts an ExO with an outdated, matrixed, linear organization. One such characteristic of an ExO is the presence of a “Massive Transformative Purpose,” which refers to its aspirational purpose.

Marketing Tech Symposium 2020

This week I attended the Marketing Tech Symposium with Ashton Media.

It’s a yearly event and an opportunity to discuss with inspiring people to learn about local marketing technology work as well as connect with clients and potential clients alongside technology solution providers in a sophisticated and relaxed environment. The Hunter Valley NSW traditional lands of the Wonnaruah people in November is beautiful and it didn’t disappoint.

 

 

 

This year WPP AUNZ COE partnered with Microsoft and LinkedIn to deliver a keynote talk ‘How Martech can get you a seat at the top‘. 

The panel included myself, Isabel Boniface, Martech Industry Lead, Microsoft, Lara Brownlow, Head of Agency & Channel Solutions, LinkedIn and Rose Herceg, Chief Strategy Officer, WPPAUNZ.

WPP AUNZ is a Gold Microsoft Partner, and we were joined by our agencies, including AKQA, Wunderman Thompson, Ogilvy, VMLY&R, and GroupM, who enjoyed a real-world and virtual experience to promote Creativity powered by Technology.

Traditionally WPP AUNZ is the partner for the CMO and Microsoft with CTO, and we discussed our leanings toward Australia’s digital transformation during 2020 when you bring these executive work streams together.

We discussed our experience in getting buy-in alongside a realistic Martech budget and program of work that keeps an accountable customer experience, with accessibility and business growth objectives aligned to transform business in Australia.

Join our WPP AUNZ LinkedIn Martech Community

We have made some progress this year and as Scott Brinker editor of @chiefmartec. expressed in his keynote digital transformation is growing much faster with the COVID-19 impacts that are driving much faster organisational change. 

We discussed some of the problems and our concern that the Marketing Executive leadership on Australian companies is too small. 

In fact, LinkedIn revealed that only 2.6% of firms’ board members have marketing experience. While we feel this is short-sighted, we do see there are opportunities through the need for Marketing and Technology professionals to do more to change board perception that Marketing matters more than ever.

In an ever-increasing digitally-driven economy, customer experience is king. 

Data nouns we need to learn

An intangible asset such as brand value, customer equity, and perceived innovation accounts for over 80% of enterprise value and acts as a primary driver for a companies relevance.

Marketing matters more than ever. In an ever-increasing digitally-driven economy, customer experience is king. Intangible asset (such as brand value, customer equity, and perceived innovation) accounts for over 80% of enterprise value and acts as a primary driver of a stock price. 

Advertising is a highly effective business investment when used in digital channels. We discussed companies’ total profit return on marketing investment (ROI) over three years. The average campaign has a return of 324%. 

The watch out? Over 50% of this return is ignored when only short-term measurement and assessment is applied.

Workflow verbs to be creative

Customer experience can be risk assessed like any other capital expenditure and delivers an excellent return on operating expenditure and investment. While this ratio dipped in 2019 and now, in the face of a pandemic, recognition, and priority have been given to marketing to retain customers and maintain brand awareness.

The WPP AUNZ COE, was established to help our clients transform their businesses, unlocking untapped growth through the power of breakthrough Creativity. 

We help to reinvent our client’s business by embedding data and Technology at the heart of everything our clients do, to help them change faster than the world around them. 

Our WPP AUNZ and Microsoft partnership are expressed with the saying Actionable Imagination. We do this through the best-in-class application of Technology + Creativity.

UI/UX  language to create accessibility, engagement and growth

Our Partnership was formed to empower every person, and every organisation in Australia and New Zealand to achieve more through the power of creative ideas made real.

Microsoft and WPP AUNZ believe strongly in Marketing Executive leadership to increase on Australian boards. Boards being more customer-centric via marketers can not only create but sustain a marketing and growth flywheel that drives revenue and growth.  

The flywheel starts with data and marketers are the best place to understand the power of Data. Data drives success today and tomorrow.

There’s a reason it’s the first step in the customer experience ecosystem. The more useful data we have about our customers, the smarter we can be about building relationships with them. Turning that data into insights is the next step. This is where we turn to the power of AI to analyze the data and help give us insights on customers’ needs and predict their intent that improves engagement.

Governance grammar to take  to your boards

Reach and convert more customers. Those insights can then be driven across all of your customer, sales, and marketing channels to help you reach and convert more customers.

We discussed the need to get the language of business along side marketing and technology and with that we launched two workshops.

Friday, 11th December 2020 | 9:30 AM – 10:30 AM (GMT+11:00) Canberra, Melbourne, Sydney

What is Artificial Intelligence, and why should you and your organisation care? Our AI Masterclass for Marketers identifies key AI building blocks and think critically about them. Facilitated by Professor Genevieve Bell Australian National University. Register Now 

 

UNLOCKING THE VALUE OF YOUR DATA WORKSHOP #1

Data disconnection hinders brand growth and blocks the potential value of marketing technology investments. The ability to use data to drive more valuable experiences for customers is what will help brands accelerate their technology transformation. Our workshop is designed to help brands accelerate their technology architecture transformation. By mapping current architecture, identifying CX challenges, and defining future state data objectives, you can set-up your #MarTech #ecosystem for future fluidity and digital acceleration. Register Now

Which-50 Post: Opinion: Integrating Artificial Intelligence Into How We Live, Work, And Communicate

Artificial intelligence touches some form of our life every day. Not only does it change the way we see and interact with brands, it also improves the way we manage brands.

Efficiency, accuracy, and automation are currently the key advantages of working with AI technologies so it is imperative for brands to understand AI and how it can enhance the overall customer experience journey.

For example, Facebook uses facial recognition to recommend who to tag when you upload a photo. Facebook is now claiming that its AI DeepFace program has a 97 per cent success rate in recognizing whether two images are of the same person or not – compared to 96 per cent for humans.

When on Google, AI uses deep learning to rank our search results. Netflix uses machine learning to personalise our recommendations. Amazon uses natural language processing to give us the news delivered by Alexa. The Sydney Morning Herald’s website uses AI to write data-driven articles to support our daily editorial consumption. From smarter web searches to e-commerce recommendations to voice assistants, AI is integrated into how we live, work, and communicate in the world.

Connected devices now capture unthinkable volumes of data: every transaction, every customer gesture, every micro- and macro-economic indicator: in fact, all the information that can inform better decisions. In response to this new data-rich environment, we have now started to adapt our workflows when we fuse creativity with technology.

Moving from data-driven to AI-driven is the next phase of our business evolution. Embracing AI across company workflows affords better processing of structured data and allows for the touch of human creativity to contribute in complementary ways.

Early in my career, human judgment was the central processor of any business decision-making. Just about any input in the creative process, we relied on highly-tuned intuitions, developed from years of experience to pick the right idea, develop the correct creative execution, and then determine the right media spend. Experience and gut instinct were two key factors available to discern right from bad, high from low, and risky vs. safe.

Over time we have learned that advancement in technology can provide the evidence to enhance and support a decision or create an output—getting the balance right as AI advances are both a challenge, a responsibility, and where the magic can be found.

Different Strokes
AI is often confused with marketing automation, yet the two are fundamentally different. AI mimics human intelligence decisions and actions, while automation focuses on streamlining repetitive, instructive tasks.

Automation has been around for some time and continues to be integrated into most marketing operations such as auto-generation of emails or mobile alerts to customers when a customer data signal has been triggered along with a customer decision map.

Artificial intelligence tries to solve problems that occur in the world as it exists, many centres on what people had initially been created. We can teach and use AI to do some pretty creative problem-solving solutions if we can understand this.

Technology does not suppress creativity, in fact, technology enhances creativity. The difference is that creativity comes from observing the world, interpreting it, and bringing new concepts and ideas. In other words adding humanity, which is not something a machine is ever going to be able to do.

Technology and AI advancement do however have significant implications for a Chief Marketing Officer especially in terms of where to spend time and find differentiation. Marketing is now about creating an experience across the entire customer journey and less about creating messages about the product you sell.

To learn more about Automation and Control in an AI powered world, check out Secret & Lies ‘Humanity and Machine’ podcast with special guest Lee Hickin, Chief Technology Officer at Microsoft Australia.

Humanity and the Machine – WPP AUNZ Secret & Lies Series

WPP AUNZ

WPP AUNZ is invested in getting under the skin of our clients’ audiences and this involves constantly building our knowledge to better understand the attitudes and behaviours of Australians and New Zealanders.

Secrets & Lies is WPP AUNZ’s major thought leadership platform created by our Chief Strategy Officer Rose Herceg.

Rose Herceg

Rose Herceg, Chief Strategy Officer, WPP AUNZ

Each of the research studies explores the difference between what we say out loud and what we really think across a range of topics that are particularly relevant to our clients.

What are the public values reported versus the private truths hidden? What are the secrets and the lies and where are the opportunities to engage and connect that lie in these cracks.

As technology plays an even more important role than ever in how we function as a society, what better time to examine ‘humanity and the machine’ and explore our relationship with tech.

How is humanity being improved by technology?

What are the innovative ways emerging technologies are reshaping how we work, live and transact? What do we really feel about the role of technology in our lives? And where do ethics fit in a global pandemic when the old rules no longer apply?

Our findings from the report with contributions from The Ethics Centre and others, show that 82 per cent of Australians believe technology has benefitted humanity and 75 per cent say it has greatly improved their life.

However, 80 per cent want more oversight on the ethical questions around new tech and 63 per cent feel anxious about how quickly technology is changing our lives.

Other key findings from the report include:

  • Parents worry about their children’s online behaviour and believe they should vet the profiles they create. Most Australian parents (83 per cent) say they would force their child to delete a digital profile that makes them uncomfortable.
  • Almost two-thirds (63 per cent) mistakenly believe that they own their child’s digital footprint until they turn 18.
  • Most Australians (80 per cent) would never want photos of children and family made available to third parties. This privacy concern was higher than for any other type of data or information.

For all the extraordinary benefits and breakthroughs, we’re constantly seeking the humanity in tech check out the panel.

How will it help us, protect us, enable us? How should we shape the relationship between humanity and the machine? Will this tech protect our secrets and expose the lies?

WPP AUNZ’s CEO Jens Monsees

Chief Strategy Officer Rose Herceg and our special guest panel:

Melanie Silva, VP & Managing Director, Google Australia & NZ

Pip Marlow, CEO & Executive Vice President, ANZ , Salesforce​

Lee Hickin, National Technology Officer, Microsoft

Dr Matt Beard, Fellow, The Ethics Centre

And host: The Insiders’ David Speers​