The Financial Times recent feature on ‘Ad companies struggle to adapt to a new world’ discusses how shares are all down sharply for the following holding companies; WPP, Publicis, Omnicom and Interpublic over the past 12 months.
The question is can holding companies bounce back? Ebiquity’s Chief Strategy Officer, Nick Manning shares his point of view;
Companies are increasingly allocating “customer experience” to the marketing budget — such as the costs associated with developing apps that allow brands to form a direct connection with their customers. Marketing spending is going up healthily but increasingly the money is going towards customer experience rather than traditional advertising. This presents a big challenge to the holding companies. The holding companies are in the conventional advertising business.
To read the article in full on the Financial Times website, please click here.
First featured 17/11/2017