Advert Holding Firm of the Yr
2024 was the yr advert holding corporations grew to become fascinating once more. First we had Publicis Groupe surging forward of the pack (set to supplant WPP as the largest by billings this yr – they hope) after which the deliberate Omnicom/IPG merger. This (if it survives regulatory hurdles, which all the time appear to be an issue in adland) will create the largest company by worth (round $30bn) though not that far forward of Publicis.
A deal is a deal however it might take a coronary heart of stone to not make Publicis the advert holding firm of the yr. Underneath Arthur Sadoun (above), with Maurice Levy nonetheless looming within the background, it’s hardly put a foot fallacious.
One large purpose for its success is Sadoun’s charisma. Publicis could also be an iron fist in a velvet glove to a level (as quite a few CEOs of Saatchi & Saatchi within the UK have found) however Sadoun is good at placing a human face on it. Regardless that, like all the remainder, he bangs on continuously about tech. He’s additionally managed to steer the world that Publicis is the epitome of the ‘Energy of One’ though the company appears to have much more manufacturers than the others.
Adland wants its present folks and Arthur takes the prize for Publicis.
Media Company of the Yr
Media is a bunch sport as of late: except you’re huge the very best you are able to do is nibble across the edges. And it nonetheless produces most advert holding group earnings regardless of fixed reminders that Fb, Google, Amazon et al are taking on the world. As soon as once more Publicis Media has been the strongest performer though Omnicom Media Group gave it a run for its cash and WPP’s GroupM, after a much-needed restructure, completed the yr strongly: retaining Unilever, successful some Amazon alongside OMG and, this week, Johnson & Johnson.
US Company of the Yr
Must be Mischief@ No Mounted Handle. Omnicom’s BBDO allotted with inventive Greg Hahn’s companies in 2020 and Hahn promptly teamed with Canada’s Mischief to arrange the NYC excessive flyer (that was fairly good, then, Omnicom.)
Kraft’s Capri-Solar acquired it getting in lockdown.
Tinder is only one of many advertisers to profit.
The Omnicom/IPG fall-out will result in many extra start-ups and the excellent news is that, whereas many gained’t succeed, large purchasers will help the very best, as Kraft Heinz has Mischief. Within the UK Richard Brim and Martin Beverley’s new company is rumoured to be speaking to the Mischief gang. That might be enjoyable.
Advertiser of the Yr
Kraft Heinz is a robust contender however the prize goes to KFC within the UK. For many years the stuffiest of manufacturers, KFC, with company Mom, has turn into nearly bizarrely cool.
CMO Monica Pool says she needs KFC to “push boundaries, stand out and be iconic” over the subsequent 5 years. With our UK inventive Company of the Yr she might effectively succeed.
