http://www.marketwatch.com/News/Story/Story.aspx?guid=%7b9AFC2A66-4901-4E87-8CB1-B93A6DA1CAA9%7d&siteid=yhoof2
Performics, which employs nearly 200 search marketing specialists, helps to improve the performance of advertisers' investments and maximize client campaign effectiveness
http://adage.com/digital/article?article_id=130168
Performics, the fifth-largest search agency by revenue (2006), according to Ad Age's most recent Search Marketing Fact Pack, will fit within Publicis's recently formed VivaKi Nerve Center division. Performics has two attractive assets, said VivaKi President Curt Hecht. Because it started as a search bid-management platform, it has a culture of building applications and technology. He will use Performics to build tools that can be used across VivaKi, in its search as well as performance marketing.
The second asset is Performics' services business, which has 130 search-marketing clients, including two major Publicis media clients: Hewlett Packard and Verizon. "We'll work through what's the right answer for those clients once this closes," Mr. Hecht said. Publicis media agencies Starcom MediaVest Group, Digitas and Zenith Optimedia all have their own search-engine marketing; Performics will operate as another such group.
Wednesday, August 6, 2008
Friday, August 1, 2008
Drug Marketing Poised For Historic Decline
http://www.brandweek.com/bw/content_display/news-and-features/packaged-goods/e3i9154afd0680ec28adb58acca9a50a29a
Unlike most categories, the decline is unrelated to the economic woes of the rest of the country. Instead, it is caused by an unusual confluence of events washing over the industry in the next few years.
Analysts expect to see more money go online or into CRM programs, which are far cheaper than commercials. "They could make the largest Web buy ever instead of the smallest TV buy ever," said Jack Barrette, the former pharma ad sales chief at Yahoo! who is now CEO of Wego Health in Cambridge, Mass., a social media company.
"I think we're seeing a shift in dollars spent," said Jay Bigelow, president of MicroMass Communications in Cary, N.C., which runs relationship marketing programs for Novartis. "We're up 30% this year."
It's not just TV that is losing out. Some executives wonder how much more drug money can go into public relations, which has seen enormous growth in the category. However, Laurie Mobley, an associate director at WeissComm in Washington, which services Genentech and Actelion, still sees plenty of opportunity: "Our clients are pushing the need for segmentation and the need for specialty. The goal is not be on Good Morning America anymore."
Unlike most categories, the decline is unrelated to the economic woes of the rest of the country. Instead, it is caused by an unusual confluence of events washing over the industry in the next few years.
Analysts expect to see more money go online or into CRM programs, which are far cheaper than commercials. "They could make the largest Web buy ever instead of the smallest TV buy ever," said Jack Barrette, the former pharma ad sales chief at Yahoo! who is now CEO of Wego Health in Cambridge, Mass., a social media company.
"I think we're seeing a shift in dollars spent," said Jay Bigelow, president of MicroMass Communications in Cary, N.C., which runs relationship marketing programs for Novartis. "We're up 30% this year."
It's not just TV that is losing out. Some executives wonder how much more drug money can go into public relations, which has seen enormous growth in the category. However, Laurie Mobley, an associate director at WeissComm in Washington, which services Genentech and Actelion, still sees plenty of opportunity: "Our clients are pushing the need for segmentation and the need for specialty. The goal is not be on Good Morning America anymore."
OPA study shows branded content outperforms standard online advertising
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080730/FREE/791646380/1078/newsletter01
According to the report, branded content sites provide a 29% improvement over average online advertising performance in the MarketNorms database. For purchase intent, branded content sites provide a 20% improvement over the average online advertising.
The study also found that video advertising on branded content sites provides an 82% brand awareness boost over MarketNorms’ overall online video advertising averages and a 67% boost for improving brand favorability.
Rich media ads on branded content sites provide a 28% brand awareness improvement over MarketNorms’ average online advertising.
According to the report, branded content sites provide a 29% improvement over average online advertising performance in the MarketNorms database. For purchase intent, branded content sites provide a 20% improvement over the average online advertising.
The study also found that video advertising on branded content sites provides an 82% brand awareness boost over MarketNorms’ overall online video advertising averages and a 67% boost for improving brand favorability.
Rich media ads on branded content sites provide a 28% brand awareness improvement over MarketNorms’ average online advertising.
Ads Add to Colgate's Bottom Line
http://www.brandweek.com/bw/content_display/news-and-features/packaged-goods/e3ic83d0e899f94a600366cacd1c3a7c0cf
Colgate-Palmolive credited an 18% jump in worldwide ad spending for a 19% increase in earnings for its most recent quarter.
"Higher advertising spending behind regular and new products worldwide drove market share across categories," Cook said in a written statement. "We are confident the strong top-line growth will continue. Our new product pipeline is full and we plan to support our strong momentum with continued high levels of advertising worldwide."
Colgate-Palmolive credited an 18% jump in worldwide ad spending for a 19% increase in earnings for its most recent quarter.
"Higher advertising spending behind regular and new products worldwide drove market share across categories," Cook said in a written statement. "We are confident the strong top-line growth will continue. Our new product pipeline is full and we plan to support our strong momentum with continued high levels of advertising worldwide."
Interpublic to Acquire Stake in HUGE
http://biz.yahoo.com/bw/080730/20080730005829.html?.v=1
http://promomagazine.com/agencies/news/ipg_hopes_holistic_web_help_interactive_agency_huge_0801/
Holding Company Adds Leading Creator of Online Businesses
acquire a strategic interest in HUGE, a leading independent interactive agency that takes clients beyond online marketing campaigns to the creation of sustainable online businesses. Terms of the transaction are not being released.
IPG revealed its acquisition of a 51% interest in Huge in exchange for an undisclosed sum during a conference call earlier this week following the release of its Q2 2008 financial results.
Founded in 1999, HUGE has 130 employees across four offices in New York, Los Angeles, Atlanta and London. Online businesses designed and developed by HUGE generate more than $3.5 billion in annual revenue and enjoy over 120 million visitors per month for clients including IKEA, JetBlue, NutriSystem, Scholastic and The Warner Music Group. HUGE will continue to operate under the leadership of its four partners, David Skokna, Sasha Kirovski, Gene Liebel and Aaron Shapiro.
Forrester Acquires JupiterResearch
Forrester Research is buying market-research firm JupiterResearch from MCG Capital Corp. for $23 million. New York-based Jupiter had 83 employees and revenue of $14 million ...
http://biz.yahoo.com/bw/080731/20080731005684.html?.v=1
http://biz.yahoo.com/bw/080731/20080731005684.html?.v=1
CoActive Marketing Group Repositions Firm Under Single Brand -- 'mktg'
http://biz.yahoo.com/prnews/080801/nyf024.html?.v=101
"This new positioning better reflects our mission to drive market share and deliver measurable results and profitability for our clients," said Charlie Tarzian, chief executive officer, 'mktg'. "The new name and logo are intended to communicate the endless possibilities of what marketing can deliver when driven by creating a shared experience that connects brands and builds trust among consumers."
Mr. Tarzian added, "Our 6,000-person field activation network, which executes over 70,000 events a year, is a point of differentiation for the agency and will be a focus of management's growth plans as the industry transitions from mass marketing to targeted, data-driven networks and one-to- one conversations with consumers."
"This new positioning better reflects our mission to drive market share and deliver measurable results and profitability for our clients," said Charlie Tarzian, chief executive officer, 'mktg'. "The new name and logo are intended to communicate the endless possibilities of what marketing can deliver when driven by creating a shared experience that connects brands and builds trust among consumers."
Mr. Tarzian added, "Our 6,000-person field activation network, which executes over 70,000 events a year, is a point of differentiation for the agency and will be a focus of management's growth plans as the industry transitions from mass marketing to targeted, data-driven networks and one-to- one conversations with consumers."
Subscribe to:
Posts (Atom)
