Adaptive marketing for business success

What can blue chips learn from disruptors like Airbnb, The Million Dollar Shave Club and Uber? 

The direct relationship they have with consumers. These companies are not dependent on retail structures and are therefore in a position to make immediate use of the competitive advantage of client knowledge. They are data professionals. 

Blue chips are busy building and expanding data intelligence, and transforming their core business, while digital brands are increasingly pushing into the physical world. Startups such as MyMuesli, meanwhile, have opened stores and are thinking about gastronomy experiences, while Amazon and Check24 are among the largest investors in TV advertising. 

The latest digital disruptors, on the other hand, face the great challenge of becoming a brand at all. Despite all the changes, some constants remain: high visibility and a strong brand image remain necessary conditions for success. 

In order to be as consumer-oriented as possible, brand management today has to be based on data. But this does not mean neglecting classic channels; rather, it is the media experience through all contact points that shapes a brand’s image. Only those who know the tension between digital and analogue contact points with consumers – and know how to play with the right brand experiences – will be successful. Three prerequisites are essential for the transformation of communication. 

1. Being able to see clearly – the readability of data 

Consumers today have access to a vast array of information and services. More complexity and the speed and flow of information in everyday life increases the desire for individualised communication, tailored to the situation. 

This makes it necessary for advertisers to recognise individual and spontaneous journeys, and to activate them across all media. For this purpose, data silos must be connected and made readable. A fragmented media landscape with walled gardens and separated ad technologies makes this one of the central challenges of the future. 

What we need: a technological platform that enables data-driven intelligence on target audiences. Clients’ own and third-party data must be integrated. Iterative learning must be possible, along with direct readability of a campaign’s success, by measuring marketing and business outcomes instead of media KPIs. 

2. Activate cross-media and consumer-centric insights 

For agencies, the aim is to capture signals and triggers sent out by consumers, quickly and as completely as possible, and then to respond with relevant messages across all channels. We need experts who have knowledge about data, algorithms and ad technologies, who develop strategies from the insights gained. New organisational structures must ensure that real-time campaign control takes place directly and in interaction with all media. It is important to accompany clients along this journey, helping set up their “data blueprint”, enabling them to control and assess their communications. 

But a word of caution: with the possibility of real-time digital measurement, the greatest danger lies in limiting data and results-based media planning to insights from the digital world. Brand growth requires the maximum exploitation of buyer potential over the long term, including more traditional media. Brands must have visibility in order to be successful. An effect-based optimisation of even classical channels is crucial for the optimisation of advertising budgets. 

Conclusion: even in traditional channels, it’s essential to urgently shift thinking from performance indicators to outcomes. 

3. Create brand relevance with increasing ad ‘blindness’ 

The goal of effective brand management has always been to link brands and people more closely. To achieve this, brands must be relevant to consumers and offer added value. According to a UN study, 85% of consumers expect brands to make an active contribution to improving their lives. Dove, for example, communicates its mission very clearly: a new understanding of beauty and self-confidence. BrandZ research has quantified the impact of such a clear purpose on brand growth: brands that manage to improve people’s lives in real or perceived ways benefit from triple the brand value growth of other brands. The greatest change in digital disruption is, therefore, not the exponential speed of technological progress, but its consequence – the cultural change that affects all aspects of life, all over the world. 

Permanent, successful adaptation is the key to future success. Within media agencies, a completely new area has been developed to meet these requirements. This evolution is logical, as it relies on the fundamental competencies and resources of their business model: data intelligence, contact management and a deep understanding of consumers. In addition, there must be an understanding of how communication works and how brands are built. 

Mastering today’s and tomorrow’s communication challenges is more complex than ever before. It’s in the hands of clients and media agencies to build new trust and strong partnerships. In this way, the great potential for future-oriented, innovative market development can be developed jointly for all clients, from blue chips to medium-sized companies to disruptors. 

Written by Katja Brandt, CEO DACH,Mindshare

An antidote to marketing apathy

Lyft came to ISL with a challenge: incoming college students are more likely to use Uber than Lyft. They wanted to change that. 

Knowing their audience and their apathy toward traditional marketing tactics, Lyft and ISL opted to create a larger than life slot machine to incentivise downloading the Lyft app. 

The Lyft Luck Machine is a giant, Lyft-pink slot machine complete with a massive chrome handle, flashing LEDs, proprietary vending software, custom animations, and much more. College students were able to try their hand at the Lyft Luck Machine for the chance to win awesome Lyft merch and ride discounts, plus two lucky players could win $100 of Lyft credits every day. The catch? Before being able to play, the student had to prove they had the Lyft app downloaded on their phone.

With over 20K in-person impressions of the slot machine, it drove over 288 activations and 2.5K coupon applications.

Intensified political polarisation, fragmented groups and rapid digital disruption risk is undermining governments’ efforts to effectively engage with citizens, concludes The Leaders’ Report.

Produced by WPP’s Government & Public Sector Practice, The Leaders’ Report is the only global research study looking at the state of citizen engagement, and the key challenges facing governments’ efforts to better connect with citizens in an age of technological and political disruption. 

The Leaders’ Report: Increasing Trust Through Citizen Engagement is the second iteration of the report initially launched at Davos 2017, and is based on interviews and surveys conducted across 50 countries and six multilateral organisations, with over 60 government communication leaders and 400 government communicators, supplemented by a survey of 8,000 citizens. 

The landmark study shows that while governments want to engage with citizens and recognise the benefits of doing so, they are unsure about how best to devolve decision making to the public. The key consequence of this is that governments around the world miss a vital opportunity to rebuild trust with those they govern. 

The report looks at key findings from government communicators, including:

75% of respondents recognise that engagement done well can create more support for a policy, and rebuild trust.

Yet 36% know that citizens affected by a policy don’t always get a chance to share input.

77% carry out engagement activities that deliberately minimise opportunities for citizens to feed back.

More than half (54%) do not have the resources to effectively evaluate engagement programmes.

Only 8% say that their organisation commits to act on public views before running a citizen engagement programme.

The global research also identifies 10 key drivers of citizen engagement governments could adopt to rebuild trust with the public, including building and communicating a clear picture of a government’s ambitions and priorities, demonstrating social cohesion through more inclusive policy delivery, and building opportunities for citizens to help co-create public services.

Effie Index recognises companies that deliver measurable business results for clients

WPP has been ranked as the most effective marketing communications company in the world in the 2019 Effie Index.

The award, which WPP has won for the last eight years, is the industry’s benchmark for effectiveness in terms of demonstrable results for clients.

The Index rankings reflect companies’ cumulative success in 46 national, regional and multinational Effie Awards competitions, based on 3,753 finalist and winning entries during 2018.

The case studies put forward by every brand and company featured in the Effie Index are subject to rigorous evaluation by expert industry judges, who examine and debate each case’s strategic communications challenges and objectives, the idea, how the idea was brought to life through creative, and the results it delivered.

Mark Read, CEO of WPP, said: “Our job is to produce transformative ideas and – most importantly – transformative results for our clients. The Effies are a litmus test of our ability to do that and I’m delighted WPP continues to top the rankings for effectiveness in our industry. The credit goes to our outstanding agencies and people who every day turn their talent and creativity into tangible business success for organisations around the world.”

Traci Alford, CEO of Effie Worldwide, said: “The Effie Index is the most comprehensive global ranking of marketing effectiveness. The rankings are also reflective of the teams behind the work, determined by a jury of industry peers. WPP has retained its title as Most Effective Holding Group for the eighth consecutive year, which is a testament to the people and collaboration behind their winning work. My sincere congratulations to the entire team on their continued success.”

Ipsos Most Influential Brands Survey for KSA shows Tech & Digital brands in the lead, 2 local brands make the top 10

Ipsos in KSA has announced the results of its “Most Influential Brands” survey, conducted for the first time in Saudi Arabia. The study measured consumer perceptions towards 120 leading National, Regional, and Global brands in terms of their influence on people, based on a comprehensive list of attributes. This survey is part of an annual global effort conducted by Ipsos across 17 markets around the world.

Google Takes Top Spot

For this first edition, the tech giant Google took the number one spot as the most influential brand in Saudi Arabia, driven mainly by its ability to shape consumer behavior, and introducing people to something important which they never knew they needed. 

Tech & Digital Brands Lead the Market

In total, the top 10 most influential brands list had 7 tech or digital brands, showcasing the important role that this sector plays today in consumers’ lives. Apple, YouTube (another Google Brand), Microsoft, and Samsung complete the Top 5, with these brands characterized by their leading edge, trustworthiness, and strong salience. The survey results show that these brands were consistently able to deliver something new to the market which drove their influence. 

The strong showing of tech and digital brands in the top 10 is not unique to KSA. Similar results are seen in many other markets, such as Canada, the UK, and the US, where digital brands managed to trigger a strong emotional response that most of us can no longer imagine our lives without them. 

2 Local Saudi Arabian Heavyweights in the Top 10

Amongst the 120 brands assessed in the study, 2 local brands made into to the top 10 list, and 6 into the top 20. In comparison, only 5 other markets had more local brands in their top 10 than Saudi Arabia, showcasing that in fact local brands are quite influential in KSA.  Continuous presence and the ability to project a local identity in a competitive market allowed Al Rajhi Bank (7) and STC (9) to break into the list. Both brands have generated a high level of trust amongst consumers in the Kingdom, showcasing significant influence on the community. 

Top 10 Most Influential Brands in KSA 

1.  Google 

2.  Apple 

3.  Youtube 

4.  Microsoft  

5.  Samsung 

6.  Souq.com An Amazon Company 

7.  Al Rajhi Bank

8.  Visa

9.  Saudi Telecom 

10. Facebook

Facebook announced that Peggy Alford, Senior Vice President, Core Markets of PayPal Holdings, Inc., has been nominated for election to the company’s board of directors at its annual meeting of stockholders to be held on May 30, 2019.

Mark Zuckerberg, Founder and Chairman/CEO of Facebook said: “Peggy is one of those rare people who’s an expert across many different areas — from business management to finance operations to product development. I know she will have great ideas that help us address both the opportunities and challenges facing our company.”

“What excites me about the opportunity to join Facebook’s board is the company’s drive and desire to face hard issues head-on while continuing to improve on the amazing connection experiences they have built over the years,” said Peggy Alford. “I look forward to working with Mark and the other directors as the company builds new and inspiring ways to help people connect and build community.”

Ms. Alford has served as Senior Vice President, Core Markets of PayPal Holdings, Inc., a digital payments company, since March 2019. From September 2017 to February 2019, Ms. Alford served as Chief Financial Officer and Head of Operations for the Chan Zuckerberg Initiative, a philanthropic organization. Ms. Alford previously held a variety of senior positions at PayPal from May 2011 to August 2017, including Vice President, Chief Financial Officer of Americas, Global Customer and Global Credit, and Senior Vice President of Human Resources, People Operations and Global Head of Cross Border Trade. From 2007 to 2011, Ms. Alford served as President and General Manager of Rent.com, an eBay Inc. company, and also served as its Chief Financial Officer from October 2005 to March 2009. From 2002 to 2005, Ms. Alford served as Marketplace Controller and Director of Accounting Policy at eBay. Ms. Alford currently serves as a member of the Board of Directors of the Macerich Company, a real estate investment trust. Ms. Alford holds a B.S. in accounting and business administration from the University of Dayton.

Facebook’s current board members are: Mark Zuckerberg; Marc L. Andreessen, Andreessen Horowitz; Erskine B. Bowles, President Emeritus, University of North Carolina; Kenneth I. Chenault, Chairman and Managing Director, General Catalyst; Susan D. Desmond-Hellmann, CEO, Bill and Melinda Gates Foundation; Reed Hastings, Chairman and CEO, Netflix; Sheryl K. Sandberg, Chief Operating Officer, Facebook; Peter A. Thiel, Founders Fund; and Jeffrey D. Zients, CEO, the Cranemere Group. Mr. Bowles and Mr. Hastings, who have both served on the board since 2011, will not be nominated for re-election at the 2019 annual meeting of stockholders.

Reigning Open Champion and European Ryder Cup hero joins GOLFTV

Molinari to feature in exclusive GOLFTV content, including instruction series, behind-the-scenes access and post-round commentary 

Molinari: “GOLFTV’s passion is clear, and I’m proud to play a part in their mission to become the digital home of golf.”

GOLFTV announced a deal with reigning Open champion Francesco Molinari to produce a range of exclusive content for the live and on-demand video streaming service.

GOLFTV subscribers will be able to follow the charismatic Italian closer than ever before with unique behind-the-scenes access at PGA TOUR events. Italy’s first-ever major champion will give GOLFTV an unprecedented view into his tournament preparations and provide exclusive post-round reactions at select PGA TOUR events.

GOLFTV will also produce exclusive video instruction series with Molinari, in which the World No. 7 will share insights into the techniques and practice routines that have helped him win 10 worldwide titles (including a major championship) and become the first European player to win five out of five matches in a single Ryder Cup. As part of the arrangement, Molinari, who continued his excellent recent form with a tied-fifth finish at The Masters on Sunday, will sport the GOLFTV logo on his staff bag at all tournaments.

Commenting on the partnership, Francesco Molinari said: “I love what Discovery and GOLFTV are aiming to achieve and I’m thrilled to be joining the team on its journey. It’s an exciting time for golf and for me personally, so I’m proud to play a part in their mission to become the digital home of golf around the world. I can’t wait to share my insights, reactions and opinions on GOLFTV. It’s going to be great for the fans to see what I do, and give an insight on my team behind-the-scenes and all the stuff that we do to show up on Thursday morning ready to go and try and win a golf tournament.

“I’ve been watching a lot of GOLFTV content and of course saw the reaction of their Italian commentators to my win at Bay Hill, which was truly amazing. Their passion for golf is clear and I’m hoping that by sharing my own practice tips it will inspire more people to pick up their clubs and play, and of course watch all the biggest tournaments on GOLFTV throughout the year,” Molinari added.   

Alex Kaplan, President and General Manager, Discovery Golf, said: “As a leading player on both the European Tour and PGA TOUR, Francesco is one of world’s most recognizable and popular golfers. We are delighted that he’s joining the GOLFTV team and excited to hear from him on a regular basis as we go behind the scenes and learn how he’s elevated his game to become Italy’s first major champion and a European Ryder Cup legend.

“Our partnership with Francesco further supports our broader ambition to grow GOLFTV into a true ecosystem for all things golf, powering people’s passions for watching, learning and playing,” Kaplan added.

The news that Molinari will link up with GOLFTV follows November’s announcement that 15-time major champion Tiger Woods, who captured his fifth Masters title last week, had joined in an exclusive content partnership agreement. In February, GOLFTV revealed it had further strengthened its line-up of experts with former Ladies European Tour professional Henni Zuel joining the streaming service as Lead Tour Correspondent.

Netflix’s latest original Middle Eastern series, is a youthful high school drama produced with a full female Arab cast and crew.

Titled AlRawabi School for Girls, the show is written and directed by Jordanian director Tima Shomali in collaboration with writer Shirin Kamal.

AlRawabi School for Girls is the story of how a bullied girl gets revenge on her bullies, only to find out that no one is all bad, and no one is all good, including herself.

Commenting on the new series, Simran Sethi, Director of International Originals at Netflix, said: “We are extremely proud to partner with Tima again to produce what is essentially the first Middle Eastern young adult series that celebrates the role of women, not only on screen, but behind the scenes as well. The story brings a fresh perspective to Middle Eastern content, and we are absolutely excited to shareAl Rawabi School for Girls with our global audiences in over 190 countries.”

The second Middle Eastern original is reflective of Netflix’s commitment to investing in the Middle East and exploring more great stories and talent. Along with providing Middle Eastern filmmakers and audiences a global platform to tell and hear different stories outside the mainstream.

Commenting on the production of the series, Tima Shomali said: “AlRawabi School for Girls is a very dear project to my heart. It depicts the stories and struggles of young Arab women in a light that we hadn't yet seen before in the region, particularly with this age group. It's a show that stems from the eyes of women about women and I am really pleased to collaborate with Netflix and have the opportunity to tell the stories of young women in our region on such a global platform.”

Build on this sentiment, Shirin Kamal said: “The Middle East has a multitude of stories and layers that other parts of the world may have not encountered, and I hope that AlRawabi School for Girls not only resonates with women in the Middle East, but women from all over the world.”

Tima Shomali was also part of Netflix’s Ramadan “She Rules” campaign in 2017, with 30 other female content creators and social media influencers, which aimed to celebrate strong female leads, both on and off the screen.

Tima had announced the show to her fans on Instagram, you can check out her video announcement here. Comments and messages poured in from her fans congratulating Tima and expressing their excitement for the show.

Al Rawabi School for Girls, that will be produced in collaboration with Filmizion, is the second Middle Eastern original from Netflix after Jinn, which features a cast of up and coming talent from Jordan. Launching in 2019, the show reflects Netflix’s interest in continuing to invest in Arabic content from the Middle East.

The evolved beauty consumers of today are more informed, engaged and connected than ever before. To them, beauty and wellness are increasingly interchangeable concepts, resulting in a focus on holistic beauty.

Consumers carefully analyze ingredient lists, and they choose brands that share their values and community. They’re also looking to new technology and artificial intelligence to personalize their beauty routines—helping them not only look good, but also feel good.

From self-care products to curated subscription boxes to new ingredients with research-backed benefits, there are many ways to create a community of beauty consumers that are loyal to retailers and brands. But don’t be overwhelmed: It’s not too late to join the conversation with your beauty consumers—they’re listening, and they’re more than happy to connect directly with you to provide their feedback. So, how do you empower these informed consumers, especially when they have so many options nowadays?

EMPOWER AND INFORM

Consumers know best, and they expect more from brands and retailers than they have in the past. So it’s not enough to simply label your products as “natural.” Today’s discerning consumer already knows the basics of natural beauty and natural—packaging claiming natural does not convince her anymore. She wants the specifics. For example, are the ingredients humane-certified? And what, exactly, are the incredible ingredients in the product? Call them out and label them prominently, because consumers are looking for particular ingredients that excite or interest them.

You don’t have to make big sweeping changes to drive loyalty and growth. In addition to using established ingredients like rose and almond, focus on innovating with ingredients that excite and spark curiosity, like creatine, arginine, and probiotics. Consumers are interested in these new ingredients, but it’s your job to make them believe by messaging the benefits in a credible manner. Only you know which ingredients are most appropriate for your products, and you should start with what your consumers want and will want in the near future.

BE CLEAN AND CONVENIENT

It’s what’s inside that counts, particularly when it comes to beauty products. Women want to look and feel good, and they expect their products to offer beauty and wellness benefits. In particular, they’re looking for “clean” products that do not contain any undesirable ingredients and have credible sustainability claims, such as recyclable or biodegradable packaging. And yet, convenience is still the driving force for consumer purchasing—consumers, for now, are willing to make compromises with their values for the sake of convenience. But don’t think of this as choosing between one or the other. Instead, consider how you can invest in products that are both convenient and sustainable. You’re not compromising, and consumers shouldn’t compromise either: Make products in which sustainability is a built-in, convenient feature.

PERSONALIZE AND CREATE EXPERIENCES

Improved technology and artificial intelligence are breaking down the barriers between you and your consumer—so, have a dialogue with her and keep her engaged. Remember that she has multiple channels to find the perfect product for her values and lifestyle, so give her reasons to understand that your brand or product is personalized for her.

Investing in advanced hardware and software technology is one way to enhance her experience, from on-demand beauty consultation apps to personalized product formulations to at-home light treatment devices. Online engagement is another proven method for driving consumer engagement, from social media to e-commerce exclusives—she may intend to “just browse,” so give her an excuse to purchase now. Automating the process is convenient for both parties: Curated boxes and subscription services are customizable, ideal for testing new products or ingredients, and offer savings in bundles. Give them multiple reasons to come back, and consumers will not only stay brand loyal, but also become brand evangelists.

Lucky you—beauty retailers, brands, and manufacturers are in an age where you can form loyal, engaging relationships with your consumers. By empowering women to choose, innovating in both sustainability and convenience, and engaging in personalization and custom experiences, you will form deeper connections with an increasingly diverse consumer base.

Written By Karen Wolfe, Vice President, Client Consulting at Nilesen

Agreement ends all ongoing litigation, including with Apple’s contract manufacturers

Companies have reached a global patent license agreement and a chipset supply agreement

San Diego and Cupertino, California — Qualcomm and Apple today announced an agreement to dismiss all litigation between the two companies worldwide. The settlement includes a payment from Apple to Qualcomm. The companies also have reached a six-year license agreement, effective as of April 1, 2019, including a two-year option to extend, and a multiyear chipset supply agreement.

Apple revolutionised personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch and Apple TV. Apple’s four software platforms — iOS, macOS, watchOS and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it.

Qualcomm invents breakthrough technologies that transform how the world connects, computes and communicates. When we connected the phone to the Internet, the mobile revolution was born. Today, our inventions are the foundation for life-changing products, experiences, and industries. As we lead the world to 5G, we envision this next big change in cellular technology spurring a new era of intelligent, connected devices and enabling new opportunities in connected cars, remote delivery of health care services, and the IoT — including smart cities, smart homes, and wearables. Qualcomm Incorporated includes our licensing business, QTL, and the vast majority of our patent portfolio. Qualcomm Technologies, Inc., a subsidiary of Qualcomm Incorporated, operates, along with its subsidiaries, all of our engineering, research and development functions, and all of our products and services businesses, including, the QCT semiconductor business.