Marketing Report
[Marketing Week] Bob Koigi: Betting on emerging technologies to boost communication campaigns

[Marketing Week] Bob Koigi: Betting on emerging technologies to boost communication campaigns

With a growing number of clients keen on tracking ROI on their communication campaigns, communication and PR companies are embracing emerging technologies including artificial Intelligence and cloud computing to deliver that value.

MediaCom has become one of the frontrunners in this space by launching Creative Analytics, a new global capability designed to give greater insight into future creative performance across programmatic display, search, social and video.

A flagship innovation from the agency’s new Creative Systems global division, and one that will be made available to all WPP agencies, the launch builds on two years’ investment in creating a leading-edge Creative Analytics capability.

Creative Analytics will provide clients with more effective digital campaigns by enabling clients to optimise both creative and media decisions.

To bolster investment in tech and commerce, WPP has announced that it has acquired Cloud Commerce Group (CCG), a UK-based technology company that helps brands to market, sell and deliver their products across ecommerce platforms and marketplaces globally, such as Amazon, eBay, Etsy and Wayfair. The platform powers over £1 billion in gross merchandise value (GMV) annually through its various integrations.

The marketing, advertising and Communication giant has also announced that it has opened its new Campus in Prague, restoring an iconic First Republic palace to its former glory as one of the most modern workspaces in Central Europe.

The move follows an extensive reconstruction by architects and preservationists to equip the Campus with the latest technology and bring the refurbished building at Bubenská 1 in line with high sustainability standards.

On partnerships, ViacomCBS and Gray Television, Inc. have announced a multi-year agreement that renews all 47 of its CBS network affiliations for Gray Television stations, including two top 25 market affiliates, WOIO in Cleveland, O.H. and WBTV in Charlotte, N.C.

As part of the agreement, Gray's CBS affiliates will continue to be locally available to subscribers on Paramount+ and widely distributed across vMVPD platforms.

China's B2B cross-border e-commerce marketplace DHgate and Google recently announced the launch of a joint advertisement solution to make it faster and easier for exporters to market overseas to drive online sales.

This solution, which is called Huitou Advertising Platform and also marks first of its kind in China, has significantly lowered the barrier for 2.3 million sellers on DHgate, most of whom are micro, small, and medium-sized enterprises (MSMEs).

On the appointments front, Essence says Anthony Reeves will be joining the agency as President, Global Client Partner, working with clients to further integrate the agency’s practice areas of data, analytics, media strategy and creative. He will lead engagement across a small portfolio of Essence’s global clients.

Mary Basterfield has been appointed as the Chief Financial Officer of new age digital advertising and marketing services company S4Capital plc, effective 3 January 2022.

Mary has had over 20 years of extensive financial experience at Sony Music, Warner Music, Dentsu Aegis, Expedia, UKTV and, most recently, Just Eat. She is a graduate of University College London and is qualified as an ACMA.

On sustainability, TotalEnergies has launched its largest photovoltaic solar power plant in France, with a capacity of 55 megawatts (MW). The solar farm, located northeast of Gien (Loiret), comprises 126,000 photovoltaic panels spread over 75 hectares.

The plant will produce around 64 GWh per year, equivalent to the annual electricity consumption of 38,000 people and keep more than 550,000 tons of CO2 out of the atmosphere during its lifetime. 

At the same time, BP, the global integrated energy company and Schneider Electric, a player in the digital transformation of energy management and automation, recognized as the World’s Most Sustainable Corporation in 2021 by Corporate Knights Global 100 index, have signed a memorandum of understanding (MoU) to help decarbonize high-emission customers, in Australia, the European Union, U.K. and, U.S.

Under the terms of the MoU, BP and Schneider Electric intend to combine skills and capabilities to define and scale integrated energy solutions for cities and commercial and industrial customers in hard to abate sectors, such as high emission transportation and heavy industry.

Elsewhere, The CyberWire has released a B2B Marketer's Guide to Podcast Advertising: how to create tangible demand with a direct response budget. Published as both an eBook and a podcast, the guide was created to help organizations advertising in the popular programs across the CyberWire Network or other podcast networks make the most of their audio marketing investment.

And Sony will conduct a PoC (proof of concept) with Manchester City, aiming to develop new forms of digital content and services that integrate the physical and virtual worlds to excite and engage both existing and next generation of sports fans across the globe.

This initial partnership with Manchester City marks another step for Sony's effort to accelerate its commitment to the sporting community. Sony has already developed successful digital fan experiences in sports, music and the wider entertainment industries.

Bob Koigi is an editor at Marketing Report EU