Quantcast
MarkLives.com

MarkLives.com

Independent industry news for marketing, advertising & media execs

  • Home
  • Sections
    • Adland
    • #CoronavirusSA
    • Media
    • Marketing
    • S’HOT
    • Tech
    • Archive
  • Columns
    • #AdChamps – Kyle & Morgan
    • #AgencyLeaders – Most Admired Poll
    • Accountant in Adland – Siwe Lawrence
    • Big Q – MarkLives Panel
    • Campaigns – MarkLives
    • Circulation Data – ABC Analysis
    • Clicks ‘n Tricks – Charlie Stewart
    • #CoronavirusSA – Special Section
    • Curiosity – Marguerite Coetzee
    • #CustomerFirst – Craig Hannabus
    • Dear Radio – Paulo Dias
    • Extracts — Books & research
    • Fair Exchange – Erna George
    • Hard Relate – David Alves
    • Herding Words – Wendy Shepherd
    • Hermaneutics – Herman Manson
    • Masterclass Notes – Johanna McDowell
    • Media Redefined – Martin MacGregor
    • Mission – Tom Fels
    • Motive – By Invitation Only
    • #NotSoOrdinary – Taazima Kala-Essack
    • Press Pass – Carey Finn
    • Q5 – Carey Finn
    • SA TV Ratings – MarkLives
    • #TheInterlocker – Emma King
    • The Martini Shot – Bobby Amm
    • The Power Report – Megan Power
    • The Suit – Jason Harrison
    • Thinking B2B – Warren Moss
    • #Transformers Transform 2020
    • Watched – Richard Lord
    • #WritersBlock – Tiffany Markman
    • WTF?! – Leigh Tayler
    • Young, Gifted & Killing It – Veli Ngubane
    • Zeitgeist of Now – Jason Stewart
  • Find an Agency
    • Shortlist & Compare Agencies
    • List your Agency
    • List as Agency Supplier/Service
    • Register as a Marketer
    • Company News Feed
    • Upgrade to Ramify Premium
    • RamifyPRO
    • Add Premium to Cart
  • Data
    • Agency Revenue Rankings 2020
    • Agency Salary Survey
    • Biggest SA consumer magazines
    • Biggest newspapers in SA
    • The 50 most-valuable brands in SA
    • Top 50 SA advertisers 2016
    • SA TV Ratings – MarkLives
  • Careers
    • Advertising
    • Digital
    • Marketing
    • Media
    • Public Relations
    • View All
  • About
    • About & Contact
    • Advertise
    • Business supporters
    • Privacy Policy
    • Readership
    • Submissions
  • Partners
    • Brands & Branding
    • Brands & Branding – Profiles
    • Retailing Africa
    • Retailer/Supplier profiles
    • Ramify.biz
IPG logo and AdForum Worldwide Summit logo

#AdForumSummit: Tech and consumers rule — IPG

  •   8 Jul 2020
  •   0
Share

by Johanna McDowell (@jomcdowell) This seventh virtual session of the AdForum Worldwide Summit 2020 on Tuesday 7 July was directed by Philippe Krakowsky, IPG group COO, whom we’ve met with many times at AdForum over the past 11 years. Right-hand man to Michael Roth, IPG group CEO, Krakowsky has been a key driver of change at Interpublic Group of Companies.

MarkLives logoWhile we have your attention, please would you consider taking out a MarkLives membership to help finance our operations? The covid-19 pandemic is having a huge impact on society and industry. With your support, either as a once-off or monthly contribution, we can continue our coverage of its impact on our industry.

Ahead of the session, the agency group sent us some content to review and to ensure that we’d be able to view the video material; it doesn’t always translate well over Zoom. Good idea!

Tech and consumers rule

AdForum Worldwide Summit 2020 - IPG org chart

IPG consists of many agencies in different disciplines but this presentation was about the group layers that support the various agencies. Those agencies include: FCB, Mullen Lowe, McCann, UM Brands and Weber Shandwick, among many agency brands within the group.

IPG told us that the conversations with clients in the last few months have changed: there’s an acceleration of everything in tech.

Key market priorities

  • Enterprise data strategy
  • Clients are taking control of first-party data
  • There’s is an audience-led approach
  • Spend less, making fewer better assets
  • Customer experience (CX) is key — be with the consumer at every step

Vision

IPG’s vision is to reframe marketing as a more-valuable service by building technology that puts data to work intelligently, creatively, responsibly.

A case study for “Go back to Africa — displace the hate” was shown to us.

AdForum Worldwide Summit 2020 - IPG understanding 2.3bn people

IPG, as an ideas organisation, is moving towards becoming a business-solutions company with four new services underpinning all of the agencies in the group. These four layers include:

  1. IPG Production: 2 000+ people globally
  2. Hedy: 800 people — platform experts
  3. Kinesso: 1 400 experts in data and tech
  4. Acxiom: 2 100 + data and solutions experts

It’s with this formidable team that IPG as a group goes to market, as understanding people has the become the backbone of any marketing engine. We learned more about the data layers in particular:

  • Acxiom was an acquisition by the group and provides an understanding of more than 2.3bn people globally
  • Kinesso is a marketing intelligence engine — a data connector and a data transformer

IPG is using these platforms in every pitch in the group — and with great success.

Another case study was Microsoft Xbox, which won at Cannes Lions with a Grand Prix for best use of creative and data.

Long relationships

We observed that Acxiom is so powerful that the agency will be enabled to have long relationships with clients as the agency will be deeply involved with those clients’ businesses. While IPG agreed that this might be true, it was clear that it wouldn’t force clients to only use its tech stack and would be happy to accommodate client martech service providers along with its own platforms.

We also commented that IPG has created new revenue streams for the group, applied open architecture to martech, and had some great case studies with Xbox and Mini. It was a highly detailed session, with some excellent discussion later in the presentation.

Our final session will be with Accenture Interactive, today, Wednesday 8 July.

See also

  • Columns | #AdForumSummit – Johanna McDowell
  • Columns | Masterclass Notes – Johanna McDowell

 

Johanna McDowellJohanna McDowell (@jomcdowell) is MD of the Independent Agency Search and Selection Company (IAS), which is partnered with the AAR Group in the UK. Twice a year she attends AdForum Worldwide Summits. Further information and case studies from IPG will be shared at her IAS masterclasses for agencies and marketers on 14 and 21 July 2020.

— Sign up now for the MarkLives newsletter, including Ramify.biz headlines, emailed every Monday, Wednesday and Friday! Become a MarkLives Member, too.

Share

Columns

  • #AdChamps – Kyle de Waal & Morgan Botha
    #AdChamps – Kyle de Waal & Morgan Botha
  • #AgencyLeaders – Most Admired Poll
    #AgencyLeaders – Most Admired Poll
  • #CoronavirusSA – Special Section
    #CoronavirusSA – Special Section
  • #CustomerFirst – Craig Hannabus
    #CustomerFirst – Craig Hannabus
  • #NotSoOrdinary – Taazima Kala-Essack
    #NotSoOrdinary – Taazima Kala-Essack
  • #TheInterlocker – Emma King
    #TheInterlocker – Emma King
  • #Transformers Transform 2020
    #Transformers Transform 2020
  • #WritersBlock – Tiffany Markman
    #WritersBlock – Tiffany Markman
  • An Accountant in Adland – Siwe Lawrence
    An Accountant in Adland – Siwe Lawrence
  • Big Q – MarkLives Panel
    Big Q – MarkLives Panel
  • Big Reads on MarkLives
    Big Reads on MarkLives
  • By Invitation Only – Motive
    By Invitation Only – Motive
  • Campaigns – MarkLives
    Campaigns – MarkLives
  • Circulation Data – ABC Analysis
    Circulation Data – ABC Analysis
  • Clicks ’n Tricks – Charlie Stewart
    Clicks ’n Tricks – Charlie Stewart
  • Curiosity – Marguerite Coetzee
    Curiosity – Marguerite Coetzee
  • Dear Radio – Paulo Dias
    Dear Radio – Paulo Dias
  • Extracts — Books & Research
    Extracts — Books & Research
  • Fair Exchange – Erna George
    Fair Exchange – Erna George
  • Hard Relate – David Alves
    Hard Relate – David Alves
  • Herding Words – Wendy Shepherd
    Herding Words – Wendy Shepherd
  • Hermaneutics – Herman Manson
    Hermaneutics – Herman Manson
  • Masterclass Notes – Johanna McDowell
    Masterclass Notes – Johanna McDowell
  • Media Redefined – Martin MacGregor
    Media Redefined – Martin MacGregor
  • Mission – Tom Fels
    Mission – Tom Fels
  • Press Pass – Carey Finn
    Press Pass – Carey Finn
  • Q5 – Carey Finn
    Q5 – Carey Finn
  • SA TV Ratings – MarkLives
    SA TV Ratings – MarkLives
  • Spotlight – MarkLives
    Spotlight – MarkLives
  • The Martini Shot – Bobby Amm
    The Martini Shot – Bobby Amm
  • The Power Report – Megan Power
    The Power Report – Megan Power
  • The Suit – Jason Harrison
    The Suit – Jason Harrison
  • Thinking B2B – Warren Moss
    Thinking B2B – Warren Moss
  • Watched – Richard Lord
    Watched – Richard Lord
  • WTF?! – Leigh Tayler
    WTF?! – Leigh Tayler
  • Young, Gifted & Killing It – Veli Ngubane
    Young, Gifted & Killing It – Veli Ngubane
  • Zeitgeist of Now – Jason Stewart
    Zeitgeist of Now – Jason Stewart
  • View All
  • Digital Account Manager: Retail: Liquor
    24 Feb 2021
  • PR Managing Director: PR Agency
    24 Feb 2021
  • Digital Account Manager: Retail
    23 Feb 2021
  • Senior Account Director/Junior Group Account Director: TTL Agency
    23 Feb 2021
  • Performance Marketing Specialist
    23 Feb 2021
  • Junior to Mid-Weight ATL/Digital Copywriter
    23 Feb 2021
  • Brand Marketing Manager: Financial Services
    23 Feb 2021
  • Mid Senior Art Director – Award Winning Independent Agency
    19 Feb 2021
  • Mid Digital Designer – Award Winning Independent Agency
    19 Feb 2021
  • Group Account Director, Financial Services account – award winning independent agency
    19 Feb 2021
  • Leave a Reply

    Your email address will not be published. Required fields are marked *

    Leave a Reply Click here to cancel reply.

    No comments yet.

    Related News

    #CoronavirusSA, Adland, Columns, Featured, Masterclass Notes – Johanna McDowell AdForum Worldwide Summit generic with SA covid-19 stats 25 Aug 2020 - Media Hack Collective

    Masterclass Notes: Virtual #AdForumSummit — 10 key learnings

    27 Aug 2020
    #AdForumSummit – Johanna McDowell, #CoronavirusSA, Adland, Columns, Featured Accenture Interactive logo AdForum Summit logo and Droga5 logo slider

    #AdForumSummit: More acquisitions planned — Accenture Interactive

    9 Jul 2020
    #AdForumSummit – Johanna McDowell, #CoronavirusSA, Columns, Featured, Marketing MDC Partners logo and AdForum Worldwide Summit logo

    #AdForumSummit: The now and the next with MDC Partners

    6 Jul 2020
    Facebook
    Like us on Facebook
    Twitter
    Follow us on Twitter
    Google Plus
    Add us on Google Plus
    YouTube
    Join us on YouTube
    Pinterest
    Follow us on Pinterest
    Subscribe Newsletter

    Get our round-up of top ad and media industry news every Monday and Thursday.

    Online CPD Courses Psychology Online CPD Courses Marketing analytics software Marketing analytics software for small business Business management software Business accounting software Gearbox repair company Makeup artist