Initiative CEO Mat Baxter Fights To Make Agencies More Sustainable

As the industry evolves, media agencies are no longer set up to work with their clients in a financially viable way. In reviews, client procurement departments still evaluate their agencies against historical cost benchmarks, such as commissions or number of full-time employees (FTE) charged by its previous agency. But that often precludes the agency fromContinue reading »

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Podcast: Media Agency Tectonics

Dentsu Aegis Network’s media billings grew 28% in 2018, according to benchmarking firm RECMA, making it the fastest-growing media group among the holding companies. The company now has $13 billion under management across Carat, dentsu X, iProspect and other agencies. This week on AdExchanger Talks, Dentsu Aegis’ media chairman, Doug Ray, describes the agency’s growthContinue reading »

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GroupM Launches Startup Accelerator To Simplify The Vendor Landscape

Despite ad tech consolidation, the Lumascape isn’t shrinking, and it’s tough even for agencies to help their clients find the right tech partners. So GroupM launched a startup accelerator program on Monday to streamline that process. GroupM will select four US-based startups to participate in the three-month mentorship program, called AdVentures, with clients including Mike’sContinue reading »

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Breaking Down Epsilon’s Stack: What’s In It For Publicis?

Publicis acquired Epsilon on Sunday primarily for the latter’s expertise in working with first-party client data. But Publicis got a lot more with Epsilon’s hefty $4.4 billion price tag. Epsilon is best known for its services related to data management, email marketing and loyalty platforms. But Epsilon also gives Publicis an affiliate marketing network (CommissionContinue reading »

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What First-Party Data Does Epsilon Actually Have?

When Publicis acquired Epsilon for $4.4 billion on Sunday, it put a big emphasis on the value the company brings to the group around first-party data. But while Epsilon has deep experience working with its clients’ first-party data and managing their CRM databases and loyalty programs, it doesn’t actually own first-party data – depending onContinue reading »

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Publicis Buys Epsilon For $4.4B – But Will It Be Able To Integrate The Frankenstack?

Publicis Groupe’s $4.4 billion purchase of email marketing and data company Epsilon on Sunday comes down to three words: first-party data. “What is really important for our clients is to build their first-party data,” said Publicis Groupe CEO Arthur Sadoun on an investor call Monday. “If not, they will be killed by direct to consumerContinue reading »

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How Facebook Works With Agencies In An Era Of Accountability

Agencies have a “can’t live with it, can’t live without it” relationship with Facebook. The world’s second-largest ad platform, which reaches roughly 2.4 billion people, is a must-buy for brands. But a stream of issues around brand safety, misinformation and election integrity have made Facebook a precarious place for a brand to expose itself. Facebook’sContinue reading »

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Accenture Interactive Acquires Droga5, Its Biggest Move Into Agency Territory Yet

Accenture Interactive, the agency division of the global management consulting firm, said Wednesday it will acquire independent creative agency Droga5. Terms of the deal were not disclosed, though Accenture Interactive claims Droga5 is its largest agency acquisition to date. The acquisition is subject to customary closing conditions, Accenture Interactive said in a press release. Droga5,Continue reading »

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OMD Moves Programmatic Upstream Into The Planning Process

Agencies can no longer plan digital and linear investments separately. Integrating planning strategies and investments at OMD will be a core focus for George Manas, who joined as president last week from Omnicom performance agency Resolution Media. “I’ve been bullish on making sure programmatic talent doesn’t live in just an activation or investment capacity alone,”Continue reading »

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Publicis Considers A Bid For Epsilon As Agencies Seek Ownership Of Data

Agencies need access to unique data sources to bring strategic value to their clients. Publicis said Monday it is in talks to acquire Epsilon from parent Alliance Data Systems in an effort to beef up its own data assets. The agency network is bidding against Goldman Sachs and private equity firm Advent International for Epsilon,Continue reading »

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