GroupM announced a partnership with WPP sister agency Hogarth to create a global Addressable Content Practice (ACP).
This combines GroupM's addressable media offering with Hogarth’s content creation to helps clients deliver more data-driven, highly personalised advertising experiences to consumers.
The core function is to create and produce omnichannel creative content informed by media, enabled by data, and delivered through technology across channels, platforms and devices.
Today, with creative commanding a pivotal role in performance campaigns, but with only 3% of ads being "addressable," this practice exists to make personalised content at scale and speed.
The Addressable Content Practice supplements and complements the existing addressable offerings of Mindshare, MediaCom, Wavemaker and Essence to create a full service global offering at GroupM.
“Campaigns are increasingly becoming outcomes-driven, especially as audience-first planning becomes the standard,” says Christian Juhl, GroupM global CEO.
“This reality, in addition to the pending deprecation of third-party cookies and the growing number of ad-lite or ad free platforms, means we will have fewer opportunities to reach consumers in the future.
"A powerful and precise addressable strategy, across media and content, will help brands realize more fully the potential and performance of their message and investments. We're excited to bring this to our clients globally.”
While a GroupM-Hogarth addressable content alignment exists in select markets, the Addressable Content Practice formalises this partnership globally. It will be operational in six hub cities to start, including London, Mexico City, New York, Shanghai, Singapore and Sydney.
Richard Glasson, Hogarth Worldwide Global CEO: “The ever-increasing demand for the intelligent and automated delivery of addressable content at scale remains a high growth opportunity for brands. This global practice – ready today across six hubs, and three delivery centers--will spearhead this opportunity, with GroupM and its agencies."
“Given the scale of GroupM and the breadth of Hogarth’s global content creation capabilities, this practice will allow clients to accelerate and achieve their growth goals by staying relevant, timely and connected with their customers.”
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