Wavemaker specializes in consumer journey challenges and issues, while Essence provides automated data processing services to enhance advertising efficiency.
Wavemaker's content leader, Noah Mallin, spoke at the New York Advertising Week event this September.
Also this September, Wavemaker sponsored Spikes Asia, an Asian creativity awards festival.
The media agency has partnered with Myntra, an ****** fashion e-commerce company, to create a digital reality show in India.
In early October 2019, Wavemaker partnered with Formula 1 and Complex, a youth culture media platform, to create a miniseries show called "The Pit", featuring American rapper "A$AP Ferg".
Wavemaker is focused on innovation by combining media, content, and technology to "target and influence consumer purchase journeys".
Wavemaker claims their purpose is to "reinvent the media agency" by delivering "next-generation solutions" to their clients.
Wavemaker is ranked as the fifth media agency globally by COMvergence.
Wavemaker offers solutions for the entire purchase journey, covering all aspects of marketing and its challenges.
This September, Wavemaker's Noah Mallin delivered a speech on the topic of experiential engagement and brand building at the New York Advertising Week event.
In July 2019, together with Buzzfeed, Wavemaker conducted a survey of over 3,000 U.S. consumers to examine the consumer purchase journey by comparing different aspects of the process, such as buying behavior, platform usage, and shopping sentiment.
Wavemaker has also conducted a research project on the topic of Chinese women, studying how the younger generations of females are the future recruitment targets for brands.
Wavemaker's unique selling proposition is their unique proprietary consumer journey solution, Audience Lift.
The company differentiates its business strategy by pinpointing consumer journey challenges and issues and turning them into growth opportunities.
Wavemaker's team is "market-leading" in areas of consumer insight, channel optimization, predictive analytics, econometric modeling, and software development, among other areas.
Essence uses social media platforms, such as Twitter, to promote its offerings and values.
Essence's team members have participated in and delivered speeches at the 2017 and 2018 New York Advertising Week events. Some of these include Gila Wilensky, Head of Media Activation, and Adam Gerber, SVP.
Essence is the media agency of NBCUniversal, a mass-media company.
This media agency's website is intuitive, with agency descriptions, success stories, and case studies presented on the homepage.
Essence is dedicated to improving advertisement relevance by utilizing data science and technology.
The media agency is building services for the "new generation of marketers" and the modern audiences.
Essence is ranked as the world's leading programmatic agency by AdExchanger and I-COM. Adweek has named Essence the Breakthrough agency of the year, while MediaPost named Essence as the OMMA agency of the year.
Mark Syal, MD of Product at Essence, held a speech on the topic of the video marketing industry transition to mobile platforms at the 2019 New York Advertising Week.
Gila Wilensky, Head of Media Activation at Essence, spoke about inequality and abuse of power in the business structure of creative agencies, at the Advertising Week event.
At Advertising Week, Adam Gerber, SVP at Essence, spoke on the topic of premium video service trends and value drivers.
Essence differentiates itself by offering a centralized, product-driven business model.
Unlike its competitors, Essence offers consulting services for its clients, focused on brand growth.
Essence develops machine learning solutions to provide automated services and to improve accuracy.
Essence relies on advanced data processing solutions, cloud computing, and algorithmic automation to enhance the quality of advertising for their clients, in order to adapt their marketing strategies to today's customer expectations.
The marketing efforts of M/SIX Agency and Mindshare World focus primarily on digital marketing efforts and in-person networking. When it comes to branding and positioning, M/SIX considers itself to be a pioneer that focuses on trust, while Mindshare focuses on innovation. In terms of thought leadership, M/SIX sends its company leaders to speak at conferences, often on topics related to data, while Mindshare focuses on gathering and publishing research and hard data concerning key topics and areas of thought within the industry. M/SIX's competitive advantage is that they have many notable clients and when working with clients they merge their team with the client's marketing team. Mindshare's competitive advantage is that it's a very well-established company within the global market and has won numerous awards.
M/SIX Agency markets itself via its Twitter account where they have over 1,550 followers and have posted over 1,340 Tweets since joining the platform in 2012.
M/SIX Agency appears to market itself by making announcements about major clients they capture, an example is shown in this newsreel on the company's website which announces they will be working with EA Games. These announcements are then picked up and republished by other media outlets, an example is shown in this article.
M/SIX appears to market itself through networking at conferences and events, such as the How to Change the World conference, which they attended in November 2017.
BRANDING & POSITIONING
M/SIX rebranded itself in February 2012. It was originally founded in 2009 under the brand name MCHI. While MCHI positioned itself as an "account planning and media strategy specialist", the relaunch/transformation of M/SIX was done with the goal of positioning the company as a "proper big media business", according to one of the firm's partners, Johnny Hornby of CHI.
Today, M/SIX touts itself as a "progressive and entrepreneurial international media network that was born digital."
The firm describes itself as pioneering, energetic, honest, and as "an industry leader in transparency, martech, and next-generation audience insight."
M/SIX's CEO spoke on a panel at AdWeek. He spoke on the topic of innovative uses of data in media.
M/SIX's CTO made a public appearance where he talked about data narrators and big data.
M/SIX's CSO spoke publicly on a panel about innovative uses of strategic planning using data and the future of planning.
One aspect of M/SIX that differentiates itself within the market is the fact that it's backed by "the world's largest communications agency network," WPP.
M/SIX has acquired an extensive number of major, well-known clients including BIC, Lexus, The Sun, Toyota, Universal, Chico's, EA Games, Hitachi, Volvo, Rolex, Sony, Burger King, and others. The agency often implants their teams "directly within the client marketing teams."
M/SIX has a large, international footprint that includes 40 offices around the world.
The firm markets itself via social media and seems to have amassed quite a large following. For example, they have 24,700 followers on Twitter and 1,220 subscribers on YouTube, over 5,550 followers on Instagram, and over 230,274 followers on LinkedIn.
In addition to publishing standard posts on social media, the company also runs targeted/sponsored advertising campaigns on social media, such as the LinkedIn advertisements shown here.
Mindshare also explores some innovative marketing approaches. For example, the firm created a video series called Media Dystopia which "provides an in-depth look at current and future shifts across culture, technology, and marketing." The second season was debuted at the 2019 Consumer Electronics Show to an audience of over 150 industry professionals. This video series is leading up to the launch of a handful of "new partnerships and tools designed specifically to address the five episodes from season two."
BRANDING & POSITIONING
Mindshare notes that their brand's culture is focused on "a desire to constantly change and evolve."
The firm describes itself as "original, hungry, and mold-breaking." They note that their approach is centered on innovating, winning, and evolving.
Mindshare says that their inspiration comes from people who changed the world through science, art, fashion, music, and media.
In 2019, Mindshare launched an innovative research program called 'NeuroLab', which "uses medical-grade EEG (electroencephalogram) and GSR (galvanic skin response) technology to measure second-by-second, non-conscious neurological responses to brand stories and media." The company invested in this program as a means of "actively pressure testing ideologies for [their] clients and the industry." The firm has already begun publishing some of its findings from the program.
The company uses its website to publish research and white papers on topics related to the marketing industry, such as this research article on the future of luxury marketing.
Mindshare has an Insights Team that gathers data and research which the company then makes public. One example of this work is provided here, which shows the results of a consumer survey conducted by the Insights Team on the topic of workplace environments.
Mindshare states that they were the first "truly global media network." The company has been in business for over 20 years, having been launched in 1997.
The firm has stated that they focus on constantly evolving in order to stay ahead of their competition. They noted that they coined the term 'adaptive marketing.'
Mindshare has won an extensive number of awards that highlight them as an industry leader. Most recently, Mindshare won five awards at AdWeek's Media Plan of the Year Awards.
MediaCom and StarCom both use social media platforms to promote their brands. MediaCom positions its brand as the first network and media agency to hold six "Media Network of the Year" titles from Adweek, Cannes Lions, Campaign, Festival of Media Global, M&M Global, and WARC Media 100 in 2018. StarCom, on the other hand, was ranked the second overall global media agency network by the Cannes Lions International Festival of Creativity in 2019.
Media Agency #1: MediaCom
MediaCom started a collaborative partnership with Universal Pictures Ireland and Media Central to promote the release of Illumination's "Sing" with a first of its kind digital radio station, SingFM.ie., that was inspired by the movie.
MediaCom has launched a charity children's book for the holidays titled ‘Mica’s Big Adventure’, and partnered with Save The Children to help with their Emergency Funds.
MediaCom utilizes social media platforms such as Twitter, Facebook, YouTube, and LinkedIn to improve brand awareness and client engagement.
MediaCom positions its brand as "The Content + Connections Agency" by helping its clients leverage their brands' communication systems through different channels and delivers a "step change in their business outcomes".
MediaCom is considered to be one of the leading media and communications specialists in the world generating billings of over $33 billion. According to RECMA rankings, MediaCom serves global clients such as Shell, Sony, PSA, NBC Universal, and Richemont. The company has over 125 offices across the globe and employs over 7,000 people.
MediaCom became the first network and media agency to hold the six major Media Network of the Year titles from Adweek, Cannes Lions, Campaign, Festival of Media Global, M&M Global, and WARC Media 100 in 2018.
Some well-known thought leaders from MediaCom who are highly influential in the media industry worldwide are Stephen Allan, the chairman and CEO of MediaCom; Rupert McPetrie, the CEO of MediaCom China; Mark Heap, the CEO of MediaCom APAC; Willie Pang, the CEO of MediaCom AUNZ; and Sasha Savic, the CEO of MediaCom US.
BLINK is MediaCom's global thought leadership program which provides "the latest global marketing trends, topics, and insights."
MediaCom's global thought leadership program "BLINK" published a white paper titled "From Bling-bling to Craftsmanship
" which is about "a unique typology of China’s luxury consumers that will help brands better connect with an increasingly sophisticated audience."
D) Market Differentiators
One of MediaCom's unique selling propositions is its unique "Systems Thinking" approach that it pioneered to help unlock its clients' growth through media.
MediaCom is part of WPP and GroupM, which gives them access to the most robust benchmarks and the richest data sets in the business.
MediaCom always believes in its motto of "People First, Better Results" which is the driver of its high client satisfaction scores.
Media Agency #2: StarCom
StarCom utilizes social media platforms such as Facebook, Twitter, YouTube, Instagram, and LinkedIn to increase brand awareness and client engagement.
StarCom USA held its 11th StarCom Serves last July 2019 where more than 820 employees volunteered their time to give back to the communities through 14 different organizations.
StarCom Worldwide is one of the delegation leaders in the recently held CES 2019 in Las Vegas, NV, USA, where global brand president, John Sheehy, and the chief experience officer, Bohb Blair, engaged with clients and partners about the latest technology innovations.
StarCom claims to be the human experience company and believes that the alchemy of technology and people create unique experiences that brands need to succeed.
With over 5,000 employees across 100 different global markets, StarCom prides itself on being inclusive, resilient, kind, and brave. The brand positions itself to "offer passion at scale".
In 2019, StarCom was ranked as the second overall global media agency network by the Cannes Lions International Festival of Creativity.
StarCom executives such as Kelly Kokonas, the EVP data, technology, and analytics; Kathy Ring, the CEO of StarCom USA; and Bohb Blair, the chief experience officer of StarCom Worldwide contribute to industry publications such as MediaVillage and attend forums, conferences, and seminars to share their insights into various aspects of the industry.
In June 2019, StarCom, together with Forrester Consulting, released a report titled "Building Better Outcomes for Brands and Businesses: Understanding the Power of Interactions to Drive Human and Business Outcomes," a thought leadership piece that shows how human outcomes have a significant impact on business outcomes.
StarCom Global's brand president, John Sheehy, was recently interviewed as a thought leader by MediaVillage about the most significant shifts in the media, marketing, and advertising industry over the past three decades and their impact on today's industry. Sheehy also talked about the importance of embracing technology and data while still staying human.
StarCom serves global industry leaders such as Visa, Samsung, Novartis, McDonald's, Kraft Heinz, Kellogg's, Fiat Chrysler Automobiles, AirBnB, Electronic Arts, and Coca-Cola.
According to the "The Forrester Wave: Global Media Agencies, Q3 2018" report published by Forrester Consulting, StarCom is among the strongest performers of the global media agencies. The report revealed that StarCom specializes in blending "operational excellence with digital prowess".
The report by Forrester Consulting also indicated that StarCom's unique selling proposition is its vision in its proprietary human experience (HX) process and trains its staff on machine learning, AI-driven automation, Publicis People cloud, and HX process.
StarCom also leverages technologies such as Spine and People Cloud for data that were developed by Publicis Groupe, its parent company.
Blue 449, Zenith
Below are some insights into the marketing efforts, branding and positioning, thought leadership, and market differentiators for Blue 449 and Zenith. For each company, 3-4 insights were provided under every heading, depending on the limited amount of information available.
Blue 449 calls itself an 'Open Source Media Agency' and uses this brand title to market itself as what a "modern media agency needs to excel."
The company uses ‘client centricity’ and collaboration as marketing campaign strategies. Blue 449 boasts of a strong retention record to back this up as the company states that "over half of our clients have been with us for more than five years and our five largest clients have all been with us for more than seven years."
Blue 449 uses social media platforms like Twitter, Facebook, and LinkedIn to promote its open source brand. The company has tweeted 717 times on Twitter since it joined the platform in December 2016.
The company's marketing effort is also geared towards referrals as 4.40% of traffic to its website comes through this process. This figure is significant when compared to traffic generated through social media platforms which is 0%.
BRANDING AND POSITIONING
In 2017, Blue 449 was ranked #1 on the list of the best places to work in ******a.
The company was also named among the best companies to work for in 2018.
Blue 449 maintains many long-standing client relationships over the years and top clients on the list of the company include Bosch, Siemens, Warner Bros, Orange Bank, and Puma.
In the first half of 2018, Blue 449 emerged as the top-performing media agency according to a new report. The new report evaluated 70 major media pitches with total estimates of $5.9 billion in value and Blue 449 was estimated at $940 million due to the retention of its T-Mobile offline account.
The company is a proponent of innovation and believes it must take its position at "the intersection of data and ideas." In 2017, the company's head of futures and innovation was instrumental to marketers in helping them navigate the mobility revolution.
At the International Women's Day in 2018, the company, through one of its executives, advocated that the Press is needed for sustainable progress for the recognition of women in the society.
The company's thought leadership aligns with efforts in supporting startups. In 2017, Blue 449 USA supported startups with the launch of the 'Nexttechnow'.
MARKET DIFFERENTIATORS (USP)
The major USP for Blue 449 is the word ‘collaboration’ which encapsulates collective progress as a strategy in achieving business goals.
Rapid-fire innovation and invention are other market differentiators associated with Blue 449. This process involves four steps namely learning, adapting, hacking, and coding.
One of the company's USP is the transparency of its modus operandi through its open-source philosophy. According to the company, "we have no philosophy, no magic formulas, we craft our strategies around our clients' singularities.... we strongly believe that our work will be better if it includes outside expertise."
Blue 449 helps clients to grow via a combination of technology, data, and creativity through its Open Source process.
Zenith uses case studies of previous works done for clients to announce its approach and strategy in solving complex situations. This marketing effort highlights the challenge, insight, idea, execution, and the ROI for every project undertaken by the company.
The company's marketing effort is also geared towards referrals through the satisfaction of clients. In fact, the visits to the company's website from referrals are over 250% higher than visits from all social media platforms combined.
The company uses social media platforms like Twitter, Facebook, YouTube, and LinkedIn to promote its brand. The company has tweeted 4363 times on Twitter since it joined the platform in January 2009.
BRANDING AND POSITIONING
At the start of the year in 2019, Zenith UK won three awards across the five categories it was shortlisted for. The wins were for its #BloodNormal campaign (healthcare), the ‘Bringing back Hollywood glamour to Max Factor’ campaign (fashion and beauty), and Product Innovation (media agency).
For the year 2019, Zenith UK, along with its clients, was "shortlisted for 18 industry awards." This shortlist does not include the awards won at the start of the year.
The company was recently appointed by Three UK to displace a longtime partner. Zenith joins four other companies on Three UK's roster in the latter's rolling out of 5G to UK consumers.
Zenith establishes strong relationships with many of its top brands which include Oracle, 20th Century Fox, Reckitt Benckiser, and Nestle.
Zenith's thought leadership lies in the belief that age has always been a determining factor for brands in marketing to people. It believes that "the majority of life’s most defining moments took place before the age of 35."
The company's executives partake in conferences, seminars, and workshops like Shoptalk where "the entire retail ecosystem comes together to create the future of retail based on the latest trends, technologies, and business models, including changes in consumer expectations." They get to share topical issues relevant to the growth of the industry.
The thought leadership of the company also centers on giving back to the community. Zenith is involved in a lot of charity enterprises such as the Cancer Council in Australia, the French Action Contre La Faim, the sponsorship of blind dogs in the US, and the 'Save the Children' in Taiwan.
Zenith's thought leadership further identifies with the promotion of mental health awareness in the public space and the UN Sustainable Development Goals on environmental impact.
MARKET DIFFERENTIATORS (USP)
Zenith engages in the use of DTI Practice (data, technology, and innovation) to establish "cutting-edge data and technology resources to deliver speed, efficiency, and growth."
The company uses its Trading Practice PMX to drive business growth, among other user benefits.
Zenith guarantees its clients base return on investment (ROI) through analytics, research, and insight methodology. This is evident in the portfolio of case studies contained on its website.